Jinjiang Shoe Industry Reorganized And Breakthrough Comprehensively

On April 19, at the 8th China (Jinjiang) International Footwear Expo, the reporter saw a foreign businessman who came to purchase Chinese shoes in front of the booth of well-known shoe enterprises in SM International Exhibition Center. Her concern seemed to tell people that the charm of Chinese shoes still remained. On the one hand, it is such a joy, on the other hand, it is also a worry about the restrictions imposed by various trade barriers. Many brands face the same market, and inevitably there is competition. Under this fierce competition situation, how can shoe companies break through and deal with internal and external calmly? The reporter saw some clues through what he saw and heard at the exhibition and shared them with readers. Highlight the formula of group strength: industrial agglomeration+industry synergy=regional brand effect From sneakers to sporting goods, from the Chinese badminton team training base settled in Jinjiang in 2003, to Anta, Special Step, 361 °, Luyou, Marko, Mingle, Aile, respectively sponsored CBA WCBA、 National Men's Volleyball League, Women's Volleyball League, Table Tennis Super League, Extreme Sports Classic, Trampoline Championships and Digital Sports CIG, the tentacles of Jinjiang sports industry development are gradually extending. In December 2007, the national sports industry base was settled in Jinjiang, and Jinjiang was officially positioned as a sports city. The leap of industry and city is testing the 10th China (Jinjiang) International Footwear Expo. This shoe expo coincided with the 2008 China Olympic Games. With the theme of "brand Jinjiang, run-up to the Olympic Games", the comprehensive exhibition hall of "China's sports city Jinjiang" was planned for the first time. On the basis of the three traditional exhibition areas of shoe machines, shoe materials, and footwear products, the hardbound area for small and medium-sized enterprises was planned for the first time. In the past year, the enthusiasm of foreign businessmen for "Made in China" has not diminished. The most lively topic of Jinjiang shoe enterprises is restructuring and listing. Anta's listing in Hong Kong undoubtedly achieved a breakthrough of zero, raising about HK $3.168 billion, creating the largest share offering scale of Chinese local sports brands in overseas capital markets. Other shoe enterprises in Jinjiang are also eager to try, and Tebu, 361 °, Jordan, Jinlaike... have prepared to attack the capital market. This collective attack will jointly promote another transformation and improvement of the development strategy of the local shoe industry. It can be said that listing is another good opportunity for the rapid development of Jinjiang footwear industry. The organizing committee revealed that the theme of this shoe fair is "brand Jinjiang, run-up to the Olympic Games", which aims to promote China's shoe industry to the world, attract the world's shoe industry to pay attention to Jinjiang again, further demonstrate the brand strength of Jinjiang's shoe industry sector, and lead Jinjiang's enterprises to compete for the business opportunities of the 2008 Beijing Olympic Games. Jinjiang shoe enterprises also "blazed a new trail" to take the Olympic Express and constantly promoted industrial upgrading: Anta formed a strategic partnership with the NBA Rockets; Hongxingerke, Luyou and Kangta also sponsored the Olympic delegations of North Korea, Tajikistan and Lithuania respectively. In terms of exhibition arrangement style, this shoe fair tries to highlight the Olympic theme and create an Olympic atmosphere. From the perspective of industrial effect, the settlement of the national sports industry base in Jinjiang in 2007 will undoubtedly strengthen the connection between the General Administration of Sport of China and Jinjiang footwear enterprises, which is conducive to improving the city brand and realizing the mutual drive between the city brand, industrial brand and enterprise brand; It is conducive to promoting enterprise marketing innovation, making full use of the national sales network of Jinjiang sporting goods enterprises, establishing brand promotion mass fitness clubs in large and medium-sized cities across the country that integrate product display, sales, experience, fitness, and leisure, and forming a new development model of export-oriented fitness and entertainment industry with Jinjiang's capital and services for the whole country; It is beneficial for enterprises to integrate the sporting goods industry chain, promote technological innovation and product innovation, and improve the overall strength of the shoe industry. The formula of focusing on children's shoes market: consumer extension+precise positioning=reshuffle. The reporter learned from insiders at the exhibition that the polarization of children's shoes market is becoming more and more serious. Children's shoes brands are almost monopolized by foreign, Hong Kong and Taiwan brands, and the vast majority of domestic children's clothing products are in the middle and low-end markets. There are 300 million children in China, and 10 million new babies will be added every year. From the perspective of the consumer market, there is a great demand for children's shoes. However, in the domestic market, there are few local children's wear brands that can be deeply rooted and continue to develop, and international brands have launched the mainstream franchise mode. More and more investors are targeting international brands, The domestic children's shoes brand market is facing the risk of being squeezed. Anta will launch the Anta KIDS (Children) brand. The new product was officially launched in the first quarter of 2008, and is currently in the stage of recruitment and team building. "Anta KIDS" is positioned in the mid-range market. Different from the current Anta stores, "Anta KIDS" will open up another sales channel, but flagship stores in major cities will be mixed with the current Anta adult brands. Anta is not the first shoe manufacturing giant to enter the children's shoes market. As early as last year, 361 ° announced to enter the domestic children's shoes field. Ding Jiantong, chairman of the 361 ° Board of Directors, has publicly said that he was interested in the children's shoes project for a long time. It is understood that 361 ° has been producing children's shoes sporadically in recent years, but the production capacity is very limited. In April last year, the 361 ° new industrial park in Jinjiang Wuli Industrial Park officially laid the foundation. It is reported that at least four to five assembly lines will be built in the new park, with a daily output of 8000 to 10000 pairs of children's shoes. According to the plan, the first pair of 361 ° children's shoes is expected to officially decline in the first half of 2008. More and more attention has been paid to the spread of shoe culture. China is becoming a strategic base for international children's brands to enter, and a number of foreign famous children's wear and shoes enterprises are rushing to the beach. At the International Children's Clothing and Supplies Expo, a group of excellent foreign children's clothing brands from the United States, France, Italy, Britain, Japan, South Korea and other countries will be unveiled, with more than 40 brands. At present, about 70% of the domestic children's shoes market is non brand competition, 20% is imported brand children's shoes, and only 10% of domestic brands. Due to the lack of quality, style and other aspects, the market share of domestic children's shoes brands has been relatively low, especially the top few children's shoes sales in large and medium-sized cities are occupied by foreign brands with many years of history, such as BBG. In addition to Anta, Tebu and 361 ° constantly expanding into the children's shoes and clothing market, domestic children's shoes and clothing enterprises have also accelerated the pace of industry integration. In August 2007, the well-known children's wear enterprise Green Children's Wear officially announced its entry into the children's shoes market. At present, the domestic children's shoes and clothing market is still in the stage of "battle in the Jianghu". There are more than 200 children's clothing and shoes brands nationwide, of which only 70 are more famous. Moreover, no brand of children's shoes has a market share of more than 8%. In order to seize the huge cake of China's children's products market, some world-famous children's products brand enterprises such as NikeKids have rushed into China. The famous children's products brand "Goodbaby" has now become the agent of 11 famous children's products brands in the world. Under the dual "encirclement" of accelerating the integration of domestic children's clothing leading brands and the accelerated expansion of "giants" such as Anta and Tebu, the life of domestic small and medium-sized children's footwear and clothing enterprises has become increasingly difficult. The entry of Anta and Special Step will certainly have a certain impact on the domestic children's shoes and clothing market. The image of foreign big brands has been deeply rooted in the hearts of domestic consumers. The launch of children's shoes is relatively easy to be accepted by the market, which will inevitably impact on domestic children's shoes brands. The average annual growth rate of China's children's products market is 12.4%. With the intervention of Anta, Tebu, 361 ° and other new forces, the reshuffle of the domestic children's shoes and clothing market will begin soon, and the situation of "leaderless" domestic children's shoes and clothing brands will soon be broken... Jinjiang shows its overall "sports capital" and creates momentum by virtue of the light of animation Formula: Cartoon image+culture=the road of creative industry. Speaking of the strategy of "Special Step" to enter the children's market, it adopted the strategy of "borrowing ships to go to sea". As early as 2006, Special Step signed a cooperation agreement with Disney in the United States to enter the children's footwear market with the help of Disney's "curve". According to the cooperation agreement, we have specially obtained the right to use all Disney's cartoon images, including Mickey Mouse and Donald Duck, in mainland China, including sports shoes, sportswear, hats and other sports goods products; Tebu will be responsible for the R&D, production and sales of Disney brand products; Disney focuses on product quality supervision. In addition to sending special quality inspectors to stay at the special trip, it will also carry out spot checks on Disney brand products in the domestic market; In addition, Disney is also involved in product research and design. According to the latest international fashion trends, Disney will send designers to assist in the research and development of new products. In addition, Hualong slippers have won almost all cartoon images of Warner Bros., including Tom Cat, Jerry Mouse, Bugs Rabbit, etc. Not only is it a well-known cartoon image abroad, but also the QQ Penguin of Tencent, a well-known domestic network company, has become a "spokesperson image" of sports brands, which was warmly sought after at the exhibition. The formula for promoting scientific and technological awareness of product design following the trend: farsightedness+scientific and technological investment=productivity acceleration R&D technology is the key breakthrough point for industrial leapfrogging. In terms of technological innovation exhibition, this shoe fair will seek new breakthroughs on the basis of previous ones, continue to set up a science and technology investment attraction hall and a special exhibition area of world shoe industry fashion, focusing on the display of China Anta, Double Stars, Fuguiniao, Tebu, Arid, Aile, 361 °, Bayer (Germany), Baruda (Japan) The latest scientific research achievements and patented products of well-known brands at home and abroad in the field of shoemaking, including shoe materials (new materials and formulas such as outsole, midsole, insole, uppers, adhesives, surface treatment, etc.), shoe machines, shoe molds, shoe making CAD/CAM systems, etc. The exhibits gathered many new technologies and new products in the upstream and downstream of the shoe leather industry chain at home and abroad, such as Bayer water-based shoe making glue in Germany. The number of innovative exhibits increased significantly compared with the previous one. During the exhibition, the organizing committee also carried out services for experts to enter enterprises, held expert lectures on "science and technology into enterprises, informatization and marketing", and the signing ceremony of scientific and technological cooperation projects. Moreover, this shoe expo will focus on "consolidating and improving the domestic and foreign market position of Jinjiang shoe industry" On this theme, authoritative experts and scholars at home and abroad were invited to hold eight forums. This forum will invite authoritative experts and scholars at home and abroad to conduct in-depth discussions and interactive dialogues with Jinjiang Shoes (sporting goods) enterprises on management innovation, technology improvement, marketing innovation, brand promotion and other issues at multiple levels of shoes (sporting goods) enterprises at this stage, to guide enterprises to take the path of personalized product development and differentiated marketing, Seize the market opportunity in the new round of shuffle of the shoe industry. Taking advantage of the animation image to win popularity, the formula of fashion credibility: fashion foresight+design=popular voice, complete chain and supporting resources are solid industrial foundation. A new highlight of this shoe fair worth paying attention is the first planning of the European shoe industry fashion exhibition area, At that time, the beautiful shoe models will show all kinds of fashion shoes recognized by the industry in the form of performance. At the same time, there will also be an exchange meeting for designers of world fashion shoes, which will certainly help industry insiders to understand the trend of the world shoe industry, and promote the footwear industry in the West Coast Economic Zone of the Taiwan Straits and even the whole country to a higher level. The series of supporting activities, such as the "Youth Creativity Competition and Intellectual Property Knowledge" Competition, the "Yalid" Cup Sports Shoe Design Competition on both sides of the Taiwan Straits, are brilliant. In a word, the phenomenon from all sides shows that the Footwear Expo is a brand event that covers the cutting-edge information of the world's footwear industry, gathers the latest products in the industry, leads the fashion of shoe design, and promotes economic and trade exchanges in the footwear industry,