Differentiation Of Brand Enterprises In Quanzhou Has Become A Magic Weapon For Market Breakout

< p > industry competition is becoming increasingly fierce. To occupy the dominant position of the market, differentiated development has become a key factor in brand competition. From product positioning, marketing planning to quality management, Quanzhou brand enterprises represented by Anta and XTEP are firmly advancing on the road of differentiated market strategy.

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< p > < strong > pformation "brand retail" < /strong > /p >

Shortly before P, a group of academicians and experts in the manufacturing field came to Quanzhou to identify the manufacturing industry of < a href= "http:// www.91se91.com/news/index_p.asp" > Quanzhou < /a >. Han Yongshengming, director and professor of industrial management and design center of Institute of software, who is familiar with spring enterprise, did suggest that the business mode of the manufacturing industry has changed from brand wholesale to brand retail.

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< p > as Han Yongsheng said, part of the spring enterprises represented by < a href= "http:// www.91se91.com/news/index_x.asp" > Anta < /a > have been keen to capture this market pformation.

Adhering to the business model innovation is the biggest differential competition. Since last year, Anta has launched a "retail oriented" business model pformation, eliminating the middle layer of the channel, allowing brands to directly face the retail outlets of consumers, studying and meeting the needs of consumers, and carrying out all-round pformation and upgrading from the aspects of retail culture construction, management efficiency enhancement, channel optimization, and many other aspects.

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< p > "traditional industries are always sunrise industries if they have innovative thinking."

Ding Shizhong, chairman and CEO of Anta's board of directors, is full of confidence. In his view, nothing is more important than business mode innovation.

Now, by strengthening the management of Direct stores, establishing a retail management system, and evaluating the operational efficiency of retail companies, Anta has gradually built up a new brand retail business model.

It is this crucial change that makes Anta a warm current in the sporting goods industry at a low level. At the beginning of Anta's annual performance Bulletin released in 2013, turnover, gross profit margin and net interest rate were all higher than market expectations, with gross profit margin reaching 41.7%.

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< p > < strong > Nuggets "experiential marketing" < /strong > /p >

P also focuses on customer psychological needs. XTEP is leading the garment industry to "experience is king".

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< p > a month ago, "a href=" http:// "www.91se91.com/news/index_x.asp" > XTEP < /a > Asia's largest sports fashion experience shop opened in Changsha, Hunan.

Experience store has over 2000 square meters of area and more than 2000 products. It not only provides one-stop shopping experience such as human-machine interaction, but also has a special leisure area for consumers to enjoy and relax.

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At present, experiential consumption is gradually becoming a new economic form. This way can effectively narrow the distance between enterprises and consumers: first, let enterprises better grasp the needs of consumers; secondly, it can make consumers more intuitive and in-depth understanding of P products and services.

Guo Yizhe, director of XTEP brand, will take a longer look in the media interview. He said that experiential shops should not only sell products, but also let every customer enjoy "brand culture" and become an identity and promoter of corporate culture.

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< p > "experience and intuition tell us that only by differentially locating can we find the blue market."

Ding Shuibo, President of XTEP, said.

Since its creation, XTEP has always been on the road of continuous innovation and brand diversification.

In the era of e-commerce, XTEP also adheres to the differentiation of products under the online and offline products, and continuously develops the electronic business style. In 2013, XTEP's sales volume exceeded 200 million yuan.

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< p > industry analysis shows that under the new business era, the traditional industry has ushered in a shift from product oriented to "product + service oriented": the new mode of meeting customer's individual needs, focusing on brand experience, exploring service and customization, and finding a more differentiated market and consumer group with differentiated positioning will become a magic weapon for brand breakout.

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