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The Rise Of Leisure Shoe Industry In Quanzhou

2014/6/25 15:13:00 71

"no matter it is a target=" _blank "href=" http://www.91se91.com/ "> dress /a > or a target=" _blank "href=" _blank "> shoes < < Zi >, there is a strange phenomenon, that is, the brand of local enterprises can not be seen locally.

On the one hand, Quanzhou's casual shoes are also the reason. On the other hand, the high-end casual leather shoes Market in the northern and Jiangsu and Zhejiang provinces is relatively mature, so basically the market of domestic brands goes to these places.

Chen Weikun, general manager of Patton (China) Limited, explained why Quanzhou's casual shoes are "low-key".

Whether it is to build its own brand, or to acquire international brands, Quanzhou leisure shoe enterprises have explored a road suitable for themselves. The "return" of the brand is not only the trend of the market, but also the manifestation of the confidence of spring enterprises.

strong > rising mode /p >

Patton's "buyer mode" /p >

P (China) Ltd., which is located in the Quanzhou Taiwanese Investment Zone, may feel strange and will not associate it with the famous American leisure brands. The fact is that it is not only the general agent for the mainland, but also a few high-end leisure brands in Europe.

In 2004, when Patton, who started with a foreign trade agent, decided to pform into a domestic casual leather shoe market, it faced everything from scratch - there was no ready-made channel and no supplier.

But because of this, Patton has gone out of its own "buyer" road in the industry.

during the pformation of Patton, it was the time when the domestic casual shoes market began to develop rapidly. The leisure shoes producing areas in Guangdong, Zhejiang and Fujian had already been formed.

At that time, enterprises were production enterprises, and the mode of wholesale and retail was followed.

At that time, Patton set down the development strategy of weakening production, not leaving wholesale or opening street stores.

"it seemed very advanced at that time. Many elderly people in many industries came to advise me to be steady, but I think the new company could not go the old way."

Currently, Chen Weikun, general manager of the company, said that the reason for closing the wholesale market is that the pricing of the market is very confusing. After the factory has sold the goods wholesale, it is priced by the agents and retailers everywhere. "Our position is to make the brand. If there is no pricing power, the damage to the brand will be great if it does not come."

and facts have proved that Chen Weikun's decision is correct.

The tough pricing strategy made the jubilant brand popular among big stores.

the success of the jubilant brand has also made Patton form its own "buyer mode". At present, the company owns many brands, of which the high-end brand "VITRUVIUS" from Italy has begun small-scale testing in the country, and will soon be officially promoted throughout the country.

Chen Weikun said that with the growing demand for consumer demand, a single brand is hard to cover all consumer groups. "It is foreseeable that casual leather shoes will also follow the footsteps of casual clothes and gradually enter the" buying mode "development period.

"P" today, Patton has "buyers" to the extreme.

There are more than 1000 counters in the country, and nearly 5000 pairs of shoes are sold every day, but the whole company of Patton is basically operating in the brand marketing center mode, and production has been weakened to a minimum.

for casual shoes with thousands of dollars, the quality of products directly affects the customers' turnover rate, while the high-end leisure shoes industry is very dependent on relatively fixed consumption groups.

Therefore, weakening production has also brought great challenges to quality control.

to solve this problem, Chen Weikun chose to spend more money.

"Every pair of shoes should be shipped back to us for inspection. Although the logistics cost is high, it is more controllable than the dispatched inspector to go outside."

There are several inspectors in Patton, who examine every part of every batch of shoes every day, and these inspectors are completely isolated from the outside. "Once there were people in the factory who inquired about the inspectors of their goods, and we immediately removed them from them, which were all the terms before."

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private brand focus on differentiated marketing

there is a "buyer" mode which is different from the patten. There are another group of casual leather shoes enterprises in Quanzhou Taiwan investment area. They insist on building the road of their own brands, and have been known for many years in the market.

the largest brand in Quanzhou leisure shoes industry should be the brand of Quanzhou Yiyuan Shoes Co., Ltd.

The company has been committed to building the "CELE" brand since 1995, and has established the Xiamen CE Le Industrial Co., Ltd., which is responsible for brand marketing and research and development.

although it is the brand of casual shoes, it has gained a lot in the differentiated marketing of sports events.

So far, he has successively launched the 2010 Singapore Youth Olympic Games for the Chinese sports delegation and the sixteenth Guangzhou summer Asian Games in 2010.

In 2012, he became the only leather supplier of the Chinese Olympic Committee, providing leather goods, leather belts, bags and other leather goods for the Chinese delegation.

London Olympic Games Chinese sports delegation dedicated leather goods are divided into two parts, one is for the Chinese Olympic Committee officials to attend the Olympic Games wearing leather shoes, and the other is for the Olympic Games Chinese sports delegation athletes in the opening and closing ceremonies when entering the "sailing shoes".

It was in that year that she launched the product of women's shoes and expanded the product line.

P, another veteran leisure shoe manufacturer in Quanzhou, is famous for its product development and quality.

"Middle and high end casual shoes are not the same as ordinary shoes. They pay great attention to training the loyalty of consumers, that is, word of mouth, and the quality and service that decide word of mouth is quality."

Guo Zejin, general manager of Ming Lang, said that the most important thing for a pair of leather shoes is cowhide and handwork. Even if there is a little problem, the quality of the product will rather burn down, and it will not damage the brand that has been struggling for many years.

"genuine leather casual shoes are very strict in workmanship and material requirements. One needle, one inch, one inch can not be neglected."

Guo Zejin said that through the sample survey, the company made a foot type analysis of the consumption crowd, and appropriately increased the shock absorption technology, and developed an anti foot gas insole to make consumers more comfortable after wearing shoes.

In order to meet the needs of more consumers, the company has begun to hire design and research personnel to develop new products with fashionable elements to satisfy young people with heavy style and heavy texture.

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[challenge] /p >

electricity supplier impact to find a brand foothold /p >

as one of the cradles of Quanzhou footwear industry, Quanzhou Taiwanese investment zone has the technical foundation of shoemaking industry. With the development of electric business in recent years, the casual shoe shops with family production and online sales are everywhere. There are hundreds of family workshops only in the two places.

This has also brought a certain impact on the casual footwear enterprises in this area.

"family workshop" is generally not head skin, < a href= "http://sjfzxm.com/DESIGN/designer/index.asp" > craft < /a > rough, all aspects of the cost is low, so they can sell one hundred or two hundred pairs of shoes on the Internet, which is not available to our regular enterprises, and the cost of one pair of shoes is two hundred or three hundred yuan.

Guo Zejin said, on the other hand, due to the development of electricity business, a large number of factory skilled workers have been lost. "Many people can go home and buy a machine to do so. They are reluctant to go to work in factories."

Chen Weikun, who also has an antagonistic attitude towards the electricity supplier, thinks that the confusion of online sales will cause harm to the brand of the middle and high end route, and therefore restrict the agents to open their own stores.

"But this is a big trend, and we know we can't stop it."

Chen Weikun has also begun to set up his own electricity supplier team. In his ideal mode, the future Patten's electricity supplier will implement the unified price on line and online, and weaken the online, and strengthen the service links in the middle. "We will make the sales outlets of each place responsible for the logistics and distribution, and provide consumers with online shopping, such as trying on, changing goods and so on.

The electricity supplier in our plan will not merely be a channel, even we will weaken its channel function.

and in September last year, Yiyuan shoes industry also set up its own electricity supplier department, which has been entrusted with third party agencies to operate.

"During the third generation generation operation of the brand, the online passenger price is about 200 yuan, and the brand discount is as low as 80 percent off. For a pure hand sewing high end shoe brand, the long-term use of this discount will cause damage to the brand."

Yiyuan footwear industry related responsible person introduced, from last year set up the electricity supplier department, began to operate independent e-commerce sub brand, will be launched in the second half of this year.

"In the field of electronic commerce is just a novice, and now the goal is just to train a group of consumers who focus on wearing quality and brand sticky, instead of getting much profit from it."