Compared With The "Shine" Of Clothing, The Result Of Outdoor Shoes Ordering Is Rather Bleak.

< p > > the world's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a target= "_blank" href= "_blank".

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Before P, the ordering of local outdoor brands such as Tianlun Tian, San Fei Lai and DUNLOP (Dunlop) will come to a close.

At a few orders, there was a sharp contrast between the rapidly growing number of garment orders and the shoe orders that remained basically unchanged.

According to market information, the order growth rate of outdoor clothing brands in the autumn and winter orders will exceed 30%, while the order of the dominant category shoes appears to be "stagnant".

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"P > clothing category" Splendor ", so that many outdoor brands can not help but temporarily divert attention, focusing on how to make clothes better.

However, most people in the industry insist that local outdoor brands should maintain the advantage of outdoor footwear, adjust the proportion of shoes and clothing appropriately, and ultimately promote product sales by shaping the comprehensive strength of differentiated brands.

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< p > according to the research on the sales situation of outdoor brands sold in the domestic market, the proportion of clothing sales is maintained at 55.36% in 2013 and slightly different in different channels. In the exclusive store channels, the proportion of outdoor clothing sales is 52.12% and shoes are 26.58%; while in shopping malls, clothing is 60.83% and shoes 28%.

In the past few years, the domestic outdoor products industry is in its infancy. The technology and function of outdoor equipment are basically embodied in shoes.

In recent years, more and more outdoor technology and functions can be displayed through clothing fabric and style design. The most important thing is that with the development of outdoor products industry, people are pursuing their functions while putting forward corresponding requirements for fashion.

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< p > the insiders believe that the rapid development of local outdoor brands on clothing is mainly due to the maturity of its own apparel industry chain and the improvement of its brand awareness.

These enterprises involve many aspects, such as raw materials, processing, R & D, and so on. Almost all the industrial chains of clothing brand are included.

With the establishment of the corresponding supply system of clothing, clothing category has become more mature, and has made rapid progress in the design style and brand positioning.

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< p > compared with the "shine" of clothing, the order results of < a href= "http://www.91se91.com/news/index_x.asp > > outdoor shoes < /a" are rather dim.

But most people in the industry agree that the advantage of outdoor shoes must not be easily abandoned. It is necessary to adjust the proportion of shoes and clothing according to the retail data, and jointly integrate an efficient industrial chain to promote the long-term development of the brand.

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Xu Rongsheng, general manager of Lion Brand outdoor, believes that the advantages of outdoor footwear category should not be lost. In the sales data released by Anta, XTEP and other annual reports, the proportion of shoes sales still occupies half of the overall sales of the brand. P

According to the statistical results of Chinese market merchandise sales over the past years, Anta sports shoes had been the first market share for 12 consecutive years. The statistics made statistics on the market share and market share of several thousand large retail enterprises in the country, and objectively showed the current situation of brand consumption in the industry. All of these were enough to show consumers' high recognition of Anta products and brands, especially the superiority of sports shoes.

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< p > Chen Ruidian, chairman of the outdoor group, also believes that local outdoor brands should focus on outdoor shoe products and set up high-end and outdoor professional image.

Among the big international players, LOWA and SALEWA are typical representatives of those who hold up half the sky with their shoes.

At present, for the local outdoor sports brand, we must deepen the brand operation as the core strength, strengthen the development and production advantages of the inherent outdoor shoes, fully integrate the external production system, enrich their product lines, and make use of the retail data to formulate a suit of shoes and clothing products suitable for the development of enterprises. "We must make a correct adjustment on the basis of analyzing the store sales data to determine the proportion of styles.

Consumer demand can be guided. Enterprises should help dealers to find a balance between the main order of shoes and clothing and the local consumer market, so as to better shape the brand professional image.

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< p > industry suggests that local outdoor a href= "http://www.91se91.com/news/index_f.asp" > sports brand < /a > should learn the brand operation mode of meth sangway's "borrow chicken and egg and borrow nets to catch fish".

"Borrow chicken and egg" means production outsourcing. "Net fishing" means franchised chain operation, which is usually referred to as franchising.

The outdoors of Fujian faction can continue to focus on the core strengths by integrating the two big tricks of mett sangvai, and integrate the advantageous resources for our own use, so that consumers can remember themselves.

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