How Should Upstream Enterprises In Shoe Making Industry Cope With Intensified Market Competition?

One supplier is the shoe industry innovating the "brain".

Although the supply chain of shoemaking industry is a subdivision area of shoemaking industry, it involves a wide range of fields. Every link is closely related and interrelated. Both brand enterprises and upstream suppliers should deepen their mutual understanding. We should integrate effective resources and improve the matching supply chain system, and finally present products to brand consumers.

Zhang Xixiang, director of supply chain of Anta Sports Products Limited shoe operation center, said that three years ago, many local shoe companies were trapped in the limitation of production capacity and moved to the inland production base. The domestic footwear industry chain began to migrate. During the migration process, many inland supply chain matching problems began to perplex local shoe enterprises.

Because most suppliers are just traders, independent research and production efficiency is simply unable to meet the market demand of enterprises, so they start looking for large suppliers with independent R & D and production capacity to provide matching supply.

In Zhang Xi Xiang

The strength of these suppliers, whether they are new product development capabilities, or product testing and quality control capabilities, is obvious to all.

Nowadays, they have basically built up a perfect industrial chain from R & D, production, sale to testing. Only by choosing a suitable supply chain can we have the ability to reproduce again, so as to realize the layout of domestic shoe making industry.

"Of course, how to achieve innovation in the supply chain of shoe industry, how to integrate resources in the supply chain of footwear industry, and how to seek product innovation and environmental protection are the primary tasks for the enterprises in the future supply chain of footwear industry to achieve in sustainable development."

He said that as the shoe industry continues to innovate the "brain", suppliers of shoes chain should learn to integrate effective resources in the supply chain, so as to better serve the brand enterprises.

Two control production cycle to achieve quick response.

"In the future, the continuous innovation of the industrial chain and the establishment of a rapid reaction mechanism will be the two important factors to maintain the leading advantage of the industrial chain."

Zhang Xixiang said that supplier enterprises must learn to provide more innovative products or technologies to brands instead of passively following the trend of market development. Suppliers should take the lead from the source of the industry to lead the industry into the new trend and process, push brand innovation and achieve the lead of the pioneers.

To this end, he suggests that entrepreneurs should learn to integrate and utilize effective resources.

For every link in the supply chain, even from the beginning of material procurement, we should strictly control the production cycle, change the traditional management mode, standardize the technological process, promote the enterprise to move towards the standardized standard and improve the operation efficiency, so as to meet the market reaction demand quickly, and promote the development of downstream brand enterprises, that is, the product line that responds to the fast fashion rhythm, which is not restricted to the original scale production, but also adapts the flexible production line to the high speed production.

"At present, domestic first-line brands are upgrading equipment, upgrading the level of science and technology, and achieving pformation and upgrading faster.

It is not easy to occupy a market in a strong market. Therefore, our shoe machine enterprises should constantly strengthen research and development of high-efficiency equipment products, extend the product life cycle, and help shoemaking enterprises to save labor costs and achieve lean production.

Su Chengyao, chairman of Jinjiang Hua Jun shoe machine Co., Ltd.

Ding Sien, general manager of Mao Tai (Fujian) shoe material Co., Ltd. also mentioned that because of the bad year, enterprises need to seize the opportunity of adjustment and do some basic work.

For shoe material enterprises, it is necessary to be recognized by the brand shoemaking enterprises if they want to survive in this round of knockout.

The key is that enterprises should attach importance to technology research and development, product innovation, and rely on a complete set of rapid response system, so that when the market improves, enterprises that are ready for a long time will be able to leap forward.

Viewpoint three shoe product development can be "mass customization".

"With the increasing market capacity of Chinese footwear industry, the styles of shoes are emerging one after another, and the types of shoes are also increasing. The shoe market is becoming more and more refined, and the trend of footwear consumption is becoming more and more excellent and personalized.

Take sports shoes as an example. Early production of sports shoes can be used not only for running, but also for playing basketball, traveling and even wearing clothes to work.

Duan Limin, vice president of China leather and footwear industry research institute and general manager of Beijing leather Tianyuan Technology Co., Ltd., said that with the continuous development of sports industry and the further improvement of consumer demand, professional sports shoes such as basketball shoes, table tennis shoes, tennis shoes and other professional sports shoes have increased and their functions are more single.

In his view, market segmentation is a very important and effective way to explore market opportunities, develop new markets and discover new business opportunities in marketing.

It can be divided into different target groups according to people's different purchasing characteristics and buying behaviors, so that customized marketing strategies can be adopted to meet their unique needs in order to achieve good market results.

"Consumer demand characteristics become the basis for shoe enterprises to segment the market."

He said, on the one hand, there are differences in customer demand, which means that the needs of different customers are different.

In the market, consumers always want to buy products according to their unique needs.

Because consumers are located in different geographical location, social environment, their own psychology and purchase motivation, they have different demand for product price and quality.

At the same time, people in the same geographical conditions, social environment and cultural background have formed roughly the same demand characteristics and consumption habits.

It is precisely because the consumption demand is similar or similar in some aspects that the consumers in the shoe market can be aggregated into different groups according to certain criteria.

The difference of demand and the convergence of demand make the shoe enterprises targeted for market segmentation.

"People demand more and more shoes at their feet. Because of their own strength, enterprises can not provide products and services that can meet all consumer needs.

In order to compete effectively, we must segment the market, choose the most profitable target market, concentrate enterprise resources, and formulate effective competitive strategies, so as to win the competitive advantage.

Duan Limin said that the arrival of the era of segmentation will make the market more competitive. Therefore, whether brand enterprises or upstream supply chain enterprises must take consumption demand as the guide, effectively develop resources, tap potential consumers, and continuously improve their market share and competitiveness.

He suggested that footwear enterprises should develop footwear products in a targeted manner, so that products will continue to evolve into quality, personalization and specialization, and eventually achieve "mass customization".

"R & D, service and management, different enterprises have their own advantages."

Ding Shucong, general manager of Shu Hui (Fujian) shoe material Co., Ltd., believes that when the shoe industry is undergoing a pformation dilemma, it hopes to share some experiences with the industry peers, and try to establish a model to bring small businesses, resources integration and common development with large brand enterprises to promote the development of the entire shoemaking industry.

Zhuang Bingcan, general manager of Quanzhou Jinchao Knitting Industrial Co., Ltd., also said that suppliers should understand the needs of customers and provide customized products for customers according to different market positioning, so as to enhance the utilization rate of customers and create more value.