Jinjiang Footwear Strategy: A New Normal For The Industry

In recent years, homogenization has become a label that the industry attaches to shoes and clothing in Jinjiang.

In order to tear up the label, Jinjiang shoes and clothing enterprises have taken many ways to deal with it, aiming at catching up with the new trend and the new normal of the industry so as to achieve the leading edge of brand and product.

In March of this year, the general plan of China's football reform and development was officially released, which aroused widespread concern from the industry and fans.

It is worth mentioning that before the formal announcement of the programme, there will be

Ahead of schedule.

An An (China) Co., Ltd., the head of the shoe Fair Exhibition, told reporters: "in March, the Chinese football reform plan was released, but we have already done it in advance, so the football shoe leather professional exhibition will be held in April, and the products are all in line with the latest international brand standards.

And the reason why we can get ahead of the policy is our profit.

The message for us.

Focusing on the national football policy, more than Anan leather, Carle beauty (China) Co., Ltd. launched a football craze recently: the former Chinese football player, former international football player and China national football team assistant coach Li Tiedai arrived at the "iron sub side" to interact with merchants and fans.

It is understood that the "iron sub" through the Internet platform to gather global soccer fans, forming a football fan platform, thereby using this platform to extend a lot of football industry related events, activities and information.

Li Tie said at the scene: "KELME (Carle beauty) is in the football industry as well.

In the heart, it has a strong position, and its products are more worthy of our trust.

Promoting China's football industry is the common goal of our cooperation with KELME (Carle).

When talking about how to let more people participate in the development of football, "iron sub Gang" and KELME hit it off.

It is worth mentioning that Li Tie and "iron son Gang" came to Jinjiang, and will also discuss with the Jinjiang government to build "football training base".

Chen Fuhai, director of Carle beauty (China) Limited, said: "the development of youth football is a systematic construction. Especially in the echelon construction of young football talents, there is a need to cultivate talents. This will be well implemented in Jinjiang, and base construction is one of them.

We believe that this is also a commitment to the national football strategy. In the future, the base will be copied to all parts of the country. "

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The brand of the first test water supplier may be Giorgio Armani.

As early as the end of November 2010, Giorgio Armani announced that it would launch e-commerce channel emporioarmani.cn in China, the first high-end fashion brand launched online in China.

This means that the luxury goods industry is seeking to expand its influence in China because the consumer of high-end goods is growing most rapidly.

At the same time, the Yoox group announced its landing in China, the online retailer selling global luxury brands, running 23 single brand official flagship stores and two multi brand online shops, including emporioarmani.cn.

The first luxury brand that involves the electricity supplier and the new media and benefits from it is Burberry, the famous luxury brand in the UK.

Burberry successfully entered Tmall online mall in April 2014 and became the first luxury item to open in China's B2C online store.

Burberry's sales model has always been the top among all the old luxury goods. Through the official website, the "online sale" mode has opened up a precedent for the sales market, and last year's battle to Tmall was a "new way".

Burberry's e-commerce path can work. On the one hand, it depends on extending the brand radiant power to the two or three line cities lacking physical sales outlets. On the other hand, it also provides a more convenient way to buy authentic products for trusted channels.

Even many guests who have not been in touch with Burberry know and become loyal buyers through Tmall's "search engine".

Burberry has always regarded China as a strategic area, and is also increasing its efforts to promote cooperation with Baidu and Youku. It has also joined hands with Taobao and Alibaba to promote the beauty and fragrance market.

The industry generally believes that Burberry and other brands of e-commerce first, accurate is more like a consumer and brand may be a price cut temptation.

In fact, the international brand has been gradually rising through the cooperation with the electricity supplier to achieve the global parity or reduce the price.

Following Burberry, more luxury brands chose third party platforms to enter the electricity supplier: CK entered Tmall in September 2014; Salvatore Ferragamo and Hugo Boss authorized the network.

More and more luxury brands are camping on the third party platform. Many consumers have eliminated the fear of online luxury goods, and have paved the way for their successors.

Chanel announced that it will launch a global electricity supplier network in September 2016 or the end of the year.

In addition, three advanced handcraft shops (including glove workshop Causse, hat making workshop Maison Michel and Scotland knitting brand Barrie Knitwear) will launch a separate e-commerce website by the end of this year.

Bruno Pavlovsky, President of Chanel brand, said in an interview with foreign media, "through network sales, it will help small groups of workshops to expand customer groups and businesses".

Lenovo's recent sharp decline in Chanel prices in China can be seen as a problem in the sales competition of electronic stores.

The convenience and efficiency that the electricity supplier can provide, as well as the price advantage that the low cost operation presents, step by step threatens the entity management status.

In the past more than 10 years since Chanel entered China, the store is almost a product showcase, with poor sales performance, which has greatly increased their operating costs in China.

In addition to lowering prices as a way to boost the Chinese market to attract consumers to return, Chanel executives also revealed that this move is also a stepping stone to the March.

"The first step is to reduce prices and then go online. It is necessary to coordinate the price difference between Eurasian markets."

For the first time, the news of Net-A-Porter, a luxury luxury electricity supplier, has been set up for three weeks. The opening of the online store store for a period of more than half a week, the sale of high-end jewellery series CoCo Crush can be regarded as the preheating of Chanel's "touches".

However, the news shows that after three weeks of Internet sales, the products of Chanel store will be sold and sold to Chanel global boutique.

This three week flash release shows that Chanel is still cautious when facing the net.

In addition, Italy luxury brand Fendi recently announced that it plans to launch an e-commerce website this spring.

Fendi chairman and CEO Pietro Beccari said this is a way of customer service.

Prior to that, Fendi has already sold some accessories and clothing styles through the Neiman Marcus, Bergdorf Goodman and Net-A-Porter three big e-commerce platforms; Tods and Prada have also begun to sell leather products such as women's bags through online channels.

Using PC or mobile Internet to attract consumers, and then providing service and experience, reasonable change and online attractive prices will help the luxury goods business to stimulate the desire of middle class consumers.

In addition, the price gap of luxury goods is shrinking in various countries. The integration of luxury goods and global prices is bound to become a trend. It can be predicted that e-commerce will become the choice of luxury brands.

Keeping high quality shopping experience and luxury is an important part of luxury brand to maintain its high-end image. Online shopping will undoubtedly skip the shopping experience.

However, as the scale of online consumer market continues to grow, the conservative brands are also unable to bear.

Who will be the next? Why did the traditional luxury brands that had once been so cold come down the altar to test the water business?

To this question, Bruno Pavlovsky, President of Chanel brand, has a clear explanation for this: "doing business is actually a pformation, an evolution, which can better serve customers.

What we need to do now is to better serve the electronic services rather than the popular ones. "

Rather than self improvement, it's better to be forced by circumstances.