Jinjiang Footwear Industry: Difficult Pformation, Structural Differentiation Intensified

Lin Yonghong, deputy director of the economic and Trade Bureau, said that in the second half of 2012, the sports shoes and clothing industry in Jinjiang was plunged into a "cold winter".

In order to tide over difficulties, Jinjiang's related enterprises have started to adjust their channels and production capacity structure, through differentiated line marketing and brand marketing, to reduce inventory pressure and achieve breakout development.

According to Lin Yonghong, Jinjiang sports shoes and clothing industry accounts for more than 60% of the national market share.

In the first half of this year, the performance of Jinjiang sports brand leading enterprises all showed a recovery growth, and the order growth of 31st, del Hui, Jordan and other enterprises in the first half of the year reached 10%.

Among other sports brands that have published semi annual reports in Quanzhou, the mid term profit of the "precious bird store" has declined, but the decline has narrowed. PEAK's total revenue has increased by 10.1% compared with the same period last year, and its net profit has increased by 34.6% year-on-year, and it has also achieved a full recovery.

Statistics

In the first half of this year, the output value of Jinjiang footwear industry and textile and garment industry increased by more than 10% under the leadership of industry leaders.

The survey found that in the recent two years of industrial adjustment, some small and medium-sized enterprises have been carefully cultivated in the outdoor, children sports and other market segments, looking for a warm haven in the winter of the industry.

The outdoors outdoor group is a shoe and garment enterprise which has entered the field of outdoors in Jinjiang. In recent years, enterprises have been improving their brand awareness and user viscosity by improving their consumption experience.

Compared to the first half of this year, the company's 2015 orders increased by 30%. It is estimated that the growth rate of another brand, St. Valentine, will exceed 30%.

Chen Jiatai, general manager of the outdoor department, said that the average growth rate of China's outdoor products market over the past 10 years was more than 40%, and the total retail sales of terminal had increased from less than 10 billion yuan to over 20 billion yuan in a few years.

Compared with the European and American markets, the market for domestic outdoor products will be very broad in the future.

Children's sporting goods are another blue ocean of enterprise pformation.

Jinjiang Mingwei shoes and clothing founded camkids brand in 2009, mainly attacking children's sports.

At present, the market of the brand has covered 200 large and medium-sized cities in 27 provinces (cities and districts) of China.

(Fujian) shoe material Co., Ltd. is a medium-sized enterprise specializing in shoe soles. The enterprise with an annual output value of only 250 million yuan has invested about twenty million in building a provincial technology laboratory.

"So many enterprises in Jinjiang, you also do sole, I also do sole, why do customers come to our business?" the difference may be only 1%, but to achieve these 1%, we must innovate.

Ding Sibo, head of the company, said that their laboratories have reached the EU standard, which can anatomically dispose the sole materials, and analyze the comfort degree of shoe materials that are traditionally perceived by experience, so as to meet the increasingly demanding demands of customers.

"In recent years, the government has been making innovations. Now it is obvious that innovation is ahead of us, and the days are very comfortable."

Lin Yonghong said.

Anta sports released a semi annual report shows that its company's revenue 4 billion 120 million yuan, an increase of 22.4% over the same period, net profit of 803 million yuan, an increase of 28.3% over the same period, the "double harvest" report card swept the decline in the past two years.

At the same time, many enterprises in Quanzhou, such as odd, crocodile, and others, came to the news that their bosses lost their jobs and enterprises stopped production.

Lining, the old brand of domestic sports brand, lost more money in the first half of 2014 because of its slow pformation speed.

Insiders pointed out that the structural differentiation of sports industry is certain.

The survival of the fittest of enterprises is an inevitable trend. Only in this way can the industry have vitality.