Business Model Innovation Of Zhejiang Merchants Leather City

In the heavy fog and haze, construction workers and all kinds of construction machinery are busy at the Ji'nan Xiaoqing River North Road and the Ji'nan Zheshang leather city project site at the intersection of no shadow mountain north road.

This is what the Economic Herald reporter saw on the 20 day.

The huge banner hanging from the tall facade of the tall building shows that October 28th will be the day for the leather city to open.

Standing in an office building located southeast of the construction site, Wen Guozheng, general manager of Ji'nan Zheshang Leather City, told the reporter that what he expected most is that Ji'nan Zhejiang merchants leather city's national 4A tourist attractions qualification was approved.

Because there are many leather city projects like a horse lantern in the market in Ji'nan, hasty rush of lessons, he is trying to find a new way of survival for the upcoming leather city through the breakthrough of business mode.

Wen Guozheng's business model refers to the shopping tour that is currently emerging in the domestic tourism industry.

Chen Guozhong, President of Shandong tourism planning and Design Institute, said that as China's tourism market matures, tourism groups will gradually differentiate into different consumer groups because of their willingness to travel and their demands, thus giving birth to a new form of shopping, such as shopping for tourists who specializes in shopping.

"Of course, shopping is still a long way to go in China's tourism market, due to many factors, such as regional differences, industry level and market development.

But the impact of the shock waves is enough to bring a lot of useful inspiration to the tormented tourist shopping. "

Chen Guozhong said.

Looking around the tourism market in Shandong and surrounding provinces and cities, with the cooperation with travel agencies and relying on the latter's support for tourists, there seems to be no other commercial form other than leather city.

So, what is the reason why leather city will not hesitate to put the treasure that decides the life and death of the enterprise in the sprouting shopping tour?

It has been observed that the emergence of Lin Lin's all kinds of leather cities stems from the tragic efforts of China's leather industry to break through and survive in the domestic market in recent years.

Fortunately, as China's leather goods enterprises have been committed to developing foreign markets for a long time, they haven't formed a multi-agent marketing mode like the domestic clothing market, though leather products are mostly garments.

Shoes and hats.

This allows it to face the end consumers directly, even on the basis of export prices, after many discount, still can get substantial profits, and thus have great attraction for consumers with fur complex.

At the same time, due to the large number of domestic leather enterprises and most of them are not large, they are unable to layout the whole country like other domestic apparel giants, forming a multi-level agent marketing system.

Under such circumstances, the leather city of Haining has introduced a professional market operation mode, creating a leather city such a business platform for leather enterprises to break through.

"Simply speaking, shopping trips originate from some tourists' interest in shopping far more than their interest in sightseeing or leisure. In other words, they regard shopping as a special way of sightseeing and leisure, and this kind of tourists are mainly women." in recent years, Song Guangkun, chairman of Ji'nan Xinfeng Shang brand planning Co., Ltd., who has many business dealings with many travel agencies, has said, "when certain or certain commodities of a certain tourist destination have sufficient price advantage and attractiveness, such a group is the main body.

You will travel. "

Fur products are typical.

The target consumers are not very big after all, which determines that their marketing mode can only be precise marketing. This is the reason why many leather cities rely on travel agencies at the beginning of their opening.

"After all, they have a relatively fixed customer base established over many years, and a database that can provide a theoretical basis for precision marketing based on market segmentation."

Wen Guozheng said that the cooperation with travel agencies in advance can be regarded as a kind of precise advertising for target audience to some extent, and the word of mouth communication among consumers, such as fur and luxury goods, may be better than that of the ordinary mass media.

Once the word of mouth communication effect is generated, experience based will generally usher in a large scale and relatively stable self driving tourist flow.

The formation of self driving passenger flow is often seen as a sign that the leather city operation is on the right track.