"Made In Quanzhou" Usher In The New Development Of "+" Era Transformation

Looking at the transformation path of "made in Quanzhou", we find "animation +". Internet plus "Culture +", "sports +", "online games +"... A "+" Trend It's popular now. Under this trend, many traditional enterprises in Quanzhou have crossed the border to seek new development.

"+" leads Quanzhou's brand cross-border marketing.

Recently, a children's animation blockbuster called X's dream has been broadcast continuously in many TV stations in China, and the ratings boom has been raised. The investor of this animated blockbuster comes from XTEP sporting goods Co., Ltd., a leading sporting goods company in Quanzhou.

"Investing in X's dream" does not lie in the input of the anime itself. Our main purpose is to promote cross-border marketing of our sports brands and products with the help of anime works, and enhance the popularity and share of the children's market. Ding Shuibo, President of XTEP, said.

Quanzhou is the center of private economy in our province, and is also the brand capital of the whole country. Since the choice of Anta in 1998, many Quanzhou enterprises have adopted the mode of "advertising + celebrity endorsement", which has opened a vigorous movement of brand creation. "Kong Linghui" In the past more than 10 years, Jinjiang has been playing an important role in Quanzhou's private economy. Today, Quanzhou has formed dozens of national brand names, ranking the highest in the country.

In recent years, under the impact of the Internet, new technology, and the media, the licensing mode of "advertising + celebrity endorsement" in Quanzhou enterprises began to show diminishing effect. Under the new situation, how to make brand marketing more effective and test many Quanzhou enterprises.

Combined with the characteristics of the new era, since the beginning of last year, some Quanzhou enterprises have begun to actively use cross boundary marketing such as "culture +", "sports +" and other new concepts. For a time, many springs enterprises entered the era of "+".

The marriage between "noble bird" and "Spiderman" is a typical example of "culture +". Last year, before "super Spiderman 2" was released, the great bird joined the American cultural product giant, the man limited company, and launched the Spiderman series limited product, using Spiderman style and elements to integrate into the manufacture of shoes and clothing. The relevant person in charge of the bird said: " Shoes and clothing brand Try to link with different industries, fields and cultures, and injecting various new factors through cross boundary can make the brand more stereoscopic and meaningful.

In the field of brand shops in Quanzhou, some personalized cross-border marketing is also a pleasant surprise. CABBEEN men's clothing introduced some coffee leisure culture in some large flagship stores, making the store both a clothing store and a coffee shop. Consumers can enjoy the coffee while browsing the clothing styles, online ordering and buying clothes directly on the spot.

What's more, some brand businesses have transformed the physical store into a unique exhibition hall, such as the Dehua Shun Mei ceramic cultural life hall, the seven wolves men's clothing culture theme museum and so on. These new attempts enable consumers to complete their buying behavior while savor the corporate culture.

Quanzhou General Chamber of Commerce latest statistics show that since the beginning of last year, Quanzhou has 316 brand enterprises through the integration of animation, sports, culture, online shopping and other new format elements, cross-border brand marketing.

"Cross border with many new elements, Quanzhou brand marketing more effective, but also highlights the tension of the brand, reflecting the Quanzhou private enterprises to keep pace with the times." Speaking of this cross-border Marketing craze, Jiang Xizong, vice president of the Quanzhou General Chamber of Commerce, said.

"+" mergers and acquisitions, Quanzhou private enterprises usher in a new growth point

With cross-border integration of new elements such as Internet, culture and sports, Quanzhou private enterprises have found new growth points and investment opportunities.

In May of this year, Limited by Share Ltd, a listed company in Quanzhou, announced that the company invested 20 million euros to invest in Spain's football brokerage firm BOY, gaining 49% of its shares. BOY is a leading company in the field of Spanish football brokerage. It mainly provides management, marketing and agency services to professional athletes in professional football clubs in Spain. It is a cooperative brokerage firm of Real Madrid. The acquisition of the precious bird has become one of the classic cases of cross-border mergers and acquisitions in the modern service industry of the domestic manufacturing industry.

From the traditional manufacture and sale of sports shoes and clothing to the field of sports service industry, the action of "noble bird" is quite small. "It is in the process of resources cooperation that we find that investment opportunities from single manufacturing industry to service industry are one of our transformation directions." Lin Tianfu, chairman of the company, said.

Meihua umbrella company is a traditional umbrella manufacturer in Jinjiang. In the first half of last year, in the process of cooperation with online game companies, the company was acutely aware of the huge market demand of online games. At the end of last year, through the capital operation, the company spent 3 billion 800 million yuan to merge the tour network of one of the leading domestic Internet games to enter the online game market.

In the current Quanzhou industry, under the background of many bottlenecks in the development of traditional manufacturing industry, there are more and more cases of cross-border development such as "noble bird" and "plum umbrella". According to the statistics of Quanzhou General Chamber of Commerce, since last year, 35 private enterprises in Quanzhou have gone through cross-border mergers and acquisitions in various forms and entered new investment fields, and have found new growth points.

Jiang Xizong believes that the merger and acquisition fever of Quanzhou manufacturing enterprises, from the perspective of its M & a object, is mainly related to the modern service industries with high correlation with these manufacturing enterprises, which is the main direction of Quanzhou manufacturing enterprises transformation. From the perspective of industrial development law, the manufacturing industry must integrate with the service industry as soon as possible, and speed up the integration of upstream and downstream industrial chains, so as to find new directions for development.

Lin Yonghong, deputy director of the Jinjiang trust Bureau, who is familiar with the development path of private enterprises in Quanzhou, looks at the private enterprises in the Quanzhou area centered around Jinjiang, which are mostly concentrated in the traditional manufacturing field. Through cross-border integration and merger with culture, sports and networks, it will help promote the transformation and upgrading of the main industry, and also find new growth points for the company.