Brand New Era Quanzhou Shoe Usher In The "Licensing Period"

Reporters visited enterprises found that not only traders choose to build the direction of licensing on casual leather shoes, the original manufacturers of the manufacturing industry also has many pformation started.

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They are trying to use Tmall and other e-commerce channels as the entry point, through cutting positioning, find casual leather shoes subdivision area.

Casual leather shoes are emerging.

Recently, a pair of casual leather shoes based on cat hand bionic technology and the original leather shoes weighed only 1/2 less than traditional leather shoes. In less than two months on the line of Tmall, there was a heated debate in the industry.

Although sales of five thousand pairs of shoes in two months are nothing to do with peers, but the new concept of "holiday fashion shoes", which is located in business travel and leisure holidays, has earned its eyeballs for its brand.

The casual leather shoes are called telex.

Chen Lin, behind the scenes founder, worked in the footwear industry in Jinjiang for nearly 20 years. He served as an executive in XTEP, PEAK and other famous enterprises. He was responsible for the management of electric business, and he was familiar with sports shoes, but he had crossed the border to create casual leather shoes.

Now, telex's operation center is in Xiamen, and its design and production links are still in Jinjiang.

"This year, Jinjiang has made a lot of sports shoes to pform shoes, and it is expected that there will be many new personalized brands next year."

Chen Lin predicted.

There is no coincidence.

Relying on the handcraft chain of mother's shoes in Hui Nan area, Fujian Sheng Luo Lan shoes and Garment Co., Ltd. came into being.

Less than a year later, it quickly built up channels in express selling, Amazon and EBAY, with monthly sales ranging from 400 thousand to 600 thousand US dollars.

Some time ago, a family in Jinjiang.

Huang boss sent a message to WeChat for local shoe manufacturers and supply chain manufacturers.

The reporter then interviewed Huang boss, who revealed that a group of pedestrians rushed to Taiwan some time ago, and signed an internationally renowned shoe insole brand. The patent of this insole is at the leading level in the world, and the price of an insole is up to one thousand or two thousand yuan.

"We intend to use this patent as a gimmick to integrate the local high-end hand-made casual leather shoes supply chain, to create a high-end hand-made customized leather shoes brand, a pair of shoes priced at three thousand or four thousand."

In addition to the brand new casual leather shoes mentioned above, as early as Tmall came into being, the brand of casual leather shoes such as Aaron castle, Qing Wan Tian, Xi RI, zero degree and so on, became the top ranking brand of casual leather shoes in the whole network.

A media survey has been conducted. With the development of electricity providers in recent years, casual leather shoes factories with family production and online sales have sprout up everywhere. There are hundreds of casual shoe household workshops in Quanzhou's Bai Qi and Dongyuan gardens.

There is no opportunity for subdivision of strong brands.

According to industry sources, as early as 2004, a wave of South Fujian enterprises began to pform into casual leather shoes, but few were successful.

In recent years, there are many manufacturers of casual leather shoes in pition. After the gradual improvement of the industrial chain, coupled with the expansion of the market and the smooth flow of information, there are more and more businessmen making casual leather shoes.

Why do we lock the goal of entrepreneurship as women's shoes? Chen Ren, founder of Sheng Luo Lan, gave the answer.

"First of all, women's shoes are a big concept. The demand of female consumers always leads other people.

Secondly, on the surface, Jinjiang and even Quanzhou have a significantly weaker advantage in the supply chain of women's shoes than sports shoes. However, in some subdivision categories, some manufacturers in Quanzhou are in the forefront of women's shoes production and R & D, and mother's casual leather shoes belong to this category.

Therefore, our success is due to opportunities, but the most important thing is to identify products and positioning and integrate the strongest supply chain of existing women's shoes to create cost-effective products.

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Obviously, the continuously improving chain of leisure shoes industry has laid a solid foundation for enterprises' licensing.

After seeing the development trend of casual leather shoes, Chen Lin, as an expert figure in the shoemaking industry, has his own unique view on the existing market.

"The market demand for sports shoes is not declining, but this category and subdivision area has long been made and formed a brand in their respective fields. It is difficult for new entrants to move forward, whether offline or online.

But the field of casual leather shoes is different. There are no strong brands under the online and offline sectors.

More importantly, at present, the whole consumer group is in a period of change. After 80 and 90, as a new middle class, they prefer the purchase and experience of new brand personality. This undoubtedly provides us with the opportunity of being "preconceived".

Apart from the above factors, the high price and high profits of leather shoes also drive a large number of businessmen to follow up.

In this regard, Wang Zhen, the head of Quanzhou tribal shoes and Garments Co., Ltd. gave an analysis. The degree of mechanization of casual leather shoes is still very low, and a dozen production lines can start small batch production.

The version is relatively fixed, and the development of a design can take several years.

Previously, the profits of a pair of leather shoes can be as high as 50%.

In the Internet age, big imitation, minimally invasive, and even imitation explosion have become easy, reducing the access threshold of casual leather shoes and accelerating homogeneous competition.

Under this condition, the profit space still has about 20%.

This is considered a high profit industry in the shoe and clothing industry.

Creating a new brand "style" is king's way.

As the leader of the leisure sports men's shoes in the whole network, Aaron castle has passed the fashion and light luxury brand positioning to consumers after years of development.

Zhu Chongyao, deputy general manager of the company, has different ideas for the emergence of new brands.

"It is undeniable that in many footwear, casual shoes still have market gaps, and profit margins can be manipulate.

But the new entrants often neglect the difficulty of making shoes in the early stage.

With the rapid rise of Tmall in the early days, it is now that the marketing investment of Guang Guang network is quite high, and how much conversion rate is still unknown.

For this reason, positioning and product tonal in the licensing process are critical.

Once the price is high, consumers will spend more than one hundred or two hundred yuan to buy a big name or buy a brand name.

If the price is low, profits can not be guaranteed, not to mention brand building.

In terms of brand positioning, Wang Zhen, tribal shoes and clothing, added that

The technology is almost the same as that of sports shoes. If the product supply chain is based on this type of manufacturer, the price of the product can only be around 200 yuan.

Once you go high, the supply chain of products will have to graft on the production lines of Wenzhou and Guangzhou.

Against this background, the new entrant can choose "fast fashion". Through micro innovation, low price mode and network channel, we should try to adjust the location and direction of leisure leather shoes, so that the cost of entry will be relatively low.

What is brand style? In short, it is how the boss intends to play the brand.

Chen Lin's planning for Taylor is not only routine but also conventional.

In the same way, Tmall is the gateway to design center in Jinjiang. The only difference is that Chen Lin wants to build Tylis into a functional, intelligent leisure leather shoes.

Taylor, whose core is cat bionic technology, is just a small test.

"Next, we will insert smart chips into leather shoes, bind them with smart phones, and guide consumers' healthy lives by collecting and feedback daily data."

Apart from the Tmall channel, telais will try to enter the shopping mall channels, cross border channels, micro stores and O2O mode.

"In addition, we are still trying to cooperate with some big WeChat V to sell products, precipitate accurate customers and disseminate brand connotation through them."

Chen Lin said.