Fujian Shoe Industry Chain To Carve Up Brand And Adjust Product Structure

This year's main push is

Category, and opened a business casual CITY series for white-collar workers, paying more attention to modern fashion sense.

In recent years, with the birth of "swing shoes" and the signing of Korean idol Chung Geun-hee, "fashion leisure" instead of "sports and sports" has become the brand line of Zhengda Group.

"It is fashionable to wear sportswear in the street before, but now people are inclined to a more casual lifestyle. This brings opportunities for casual fashion between sports and traditional formal clothes."

Industry insiders say that in the past two or three years, leisure and fashion are generally regarded as the "last pot of gold" of Fujian's footwear industry chain.

With the weakness of traditional sports market, like some enterprises in Jinjiang and Shishi, some local sports brands have begun to pform, extending their tentacles to the field of fashion and leisure.

Combing brand and adjusting product mix

"With the increasingly saturated market of professional sports, the speed of its elimination and integration is also accelerating.

3 years ago, Chia Tai decided to shift from sports to fashion and leisure, extending the consumer group to the white-collar workers in the three or four tier cities.

Guo Jingqing, general manager of the company, told reporters that the core of the change is the change of product structure.

Chia Tai has started small scale commodity innovation since last autumn and winter.

For the first time in the three months of the listing, the checked shirt has been well received, and many stores are sold and empty.

It is reported that the relatively complete commodity system of Zhengda will be fully displayed in 2013, mainly in clothing, accounting for 70% of the total proportion of shoes, followed by shoes.

"On the background of the light grey paragraphs, hundreds of shoes are distributed among them. The more practical black frame display cabinets and shelves, the latest clothing gives off a casual and fashionable atmosphere."

In mid July, Quanzhou's Taiwan businessmen's investment zone, the eight elder brother's shoe family fashion experience shop, was debugged at low price.

"This marks a perfect appearance of the 2012 new terminal images of" starling "around the" focus on terminal "strategy.

The company's relevant person in charge Huang Shijin told reporters that unlike previous terminal stores, fashion clothing and other products occupy more than half of the position.

In the context of product homogenization and fierce competition in the market, besides casual shoes, "casual fashion"

It will become another flagship product of starlings.

Independent research and development to achieve homogenization encirclement

In the field of fashion and leisure, there are already some brands that have taken the lead. For example, global fast fashion brands such as GAP and H&M have gathered in China, and Metersbonwe in the mainland.

Analysts say that problems such as homogenization competition and price war in sports goods industry will also be encountered in the field of fashion and leisure.

"Now the competition of shoes and clothing enterprises has risen from single product competition to the whole brand and brand culture competition."

Guo Jingqing said frankly that copying a piece from the East can not form its own unified style.

Chia Tai chose to develop independently and form a unique style. Every product development and development had to undergo such a process: the Hongkong organization will provide the Italy fashion agency with the fashionable information after the combing, the Italy side will list the general outline according to the information, then the Beijing organization will "localize" comb, and finally give it to the more than 80 R & D team within the company.

"Working with internationally renowned design teams to add more international elements to product design, and products can be processed through local institutions to maximize the charm of fashion."

According to the introduction, at present, Zhengda's civilian leisure routes have been widely accepted. There are more than 2000 stores in the country and 4000 wholesale outlets.

The key to successful pformation is clear positioning.

The fashion and leisure section looks "beautiful", but the real pformation of enterprises is a bone breaking matter.

In the industry's view, fashion casual wear and sports shoes and shoes are very different in the way of operation, in the R & D team, visual information, raw and auxiliary materials, supply chain platform, market terminals and so on are not the same, if rashly pformation, the risk is very great.

Integration of global resources "for my own use" is a big way to deal with it.

Since 2010, Zhengda has hired an international brand think tank team to sort out the core of the brand for the company, and has made strategic cooperation with the well-known suppliers in China to create the first production supply chain and make full use of the value chain to realize the multi-party supply pattern.

Since 2011, Zhengda has also invited Peking University to enhance its scientific diagnosis and management system for its internal management.

Insiders remind that every period, the rise of every style and category will drive some brands up, and once the market resources are occupied, it will be difficult to break through.

After several years of development of fashion and leisure sector, it is hard to say that it is not another "Red Sea". If enterprises can not seize the market quickly, they will inevitably face the choice of pformation again.

In the choice of market, enterprises should have their own backbone, especially if they have clear brand positioning. If they blindly change the runway, they should be able to change the runway blindly.

The damage is also great.