Wenzhou Shoemaking Enterprises Enter The Market And Taste The Sweetness.

Under the impact of the international financial crisis, Wenzhou shoemaking enterprises once faced a severe test.

In order to seek opportunities in danger, Wenzhou shoe making enterprises, which mainly sell chain stores, try to adjust their business strategies, speed up product upgrading, and actively connect with the domestic high-end market.

They have made new progress by marching into department stores, expanding sales channels, and gradually enhancing brand and quality.

Go to the mall and taste the sweetness.

At present, there are no accurate figures on how many shoe making enterprises in Wenzhou have entered the market, but the fact that shoe companies are entering the shopping mall is becoming a trend.

According to a material provided by Wenzhou economic and Trade Commission, only 52 enterprises in 2009 alone, 80 Wenzhou products brands entered 792 shopping malls throughout the country, with annual sales volume of 1 billion 41 million 200 thousand yuan.

Among them, Wenzhou shoes account for more than half.

In Tianjin Mai Mai Times Square, there are 23 enterprises entering the market. Kangnai and other Wenzhou famous brand shoes are very popular among consumers.

Kong Lingwen, director of Commerce and trade of Wenzhou economic and Trade Commission, told reporters that AOKANG, spider king and Jill Da shoes have successfully entered the shopping arcade of northeast big business, Beijing contemporary, Chongqing Pacific, new century department store, Shanghai Bailian and Beijing Wangfujing.

From the situation of journalists, some well-known shoe enterprises began to taste the sweetness of entering the market, and their sales performance has increased by a certain margin.

AOKANG's sales revenue in 2008 was 1 billion 450 million yuan, increased to 2 billion 53 million yuan in 2009, red dragonfly sales income in 2008 was 1 billion 706 million yuan, 2009 reached 1 billion 947 million yuan, Kangnai's sales income in 2008 was 2 billion 100 million yuan, and 2009 was 2 billion 230 million yuan in 2009.

Do everything possible to break through

In the process of entering the shopping mall, Wenzhou footwear enterprises "Eight Immortals crossing the sea", each shows great powers.

Kangnai adheres to the strategy of "winning by quality". The enterprise has deep cooperation with the world authority shoe research organization SATRA, relying on the R & D team of multinational designers and the core technology of more than 10 leading industries, and has created several high-end shoes series, such as "high-end business shoes," "Goodyear shoes", "soft bottom Technology shoes" and so on.

Up to now, Kangnai has entered more than 100 high-end shopping arcade, such as big business, Liqun, Hualian, Shenyang Zhongxing, Ji'nan Ginza, Yantai Zheng Hua and so on.

According to the head of Kangnai marketing company, Kangnai's sales performance in high-end shopping malls is 4 percentage points higher than that before the outbreak of the international financial crisis.

Zhejiang Royal shoe industry Co., Ltd. has identified "connections". They rely on the strength of local agents, and have been "firmly foothold" in more than 70 shopping malls of more than 40 cities.

Huang Zhengzhong, general manager of Zhejiang Royal shoe industry Co., Ltd., said that the sales revenue of the department stores and special counters accounted for about 25% of the total sales of the company. In the future, efforts must be made to push forward the pformation of the original wholesale mode to retail sales.

AOKANG makes full use of its multi brand strengths such as "AOKANG", "Kanglong", "beautiful woman", "red fire bird" and "Wanli Wei". It aims at different grades of shopping malls to enter different brands, so that the brand and products match with the market level.

It is learnt that in order to make the brand better enter the shopping mall, AOKANG has taken 5 measures: first, the distinction between monopoly and shopping malls.

At present, there are about 30% - 40% of the new products developed by AOKANG every quarter for the shopping malls. In the future, it will strive to expand this proportion to 70% - 80%, and two is to separate the monopoly from the prices of the shopping malls.

The price range of shopping malls is 500 yuan to 800 yuan per unit price, while the exclusive stores are 300 yuan to 600 yuan per unit price; three is the separation of monopoly from shopping malls.

The packaging of shopping malls reflects the different characteristics of men's and women's money. Four, according to the characteristics of shopping malls, from product development to market sales, a special team is set up to promote the promotion. Five, the promotion strategy is different from the exclusive store.

Companies still need to work harder.

In fact, Wenzhou shoes into the mall is not smooth sailing.

During the interview, a shoe company official told reporters that the homogenization of products in Wenzhou is more prominent. Many brands are "making a collective appearance" in a shopping mall.

Despite years of development, Wenzhou shoes have gained popularity in the whole country, but it is comparable to that of the second and second tier brands at home and abroad.

Another shoe business veteran is sighing: mature property is hard to find.

From the current business situation in the shopping malls, many of the new shopping malls and commercial streets are still located.

Some have just started to enjoy the benefits, but once the shopping mall is warming up, they will be marginalized.

In order to actively encourage Wenzhou products to enter shopping malls, the Wenzhou municipal government launched the "Wenzhou name shopping" plan.

In August 21st last year, Wenzhou also held a special exhibition of famous shops. A group of famous enterprises in Wenzhou reached more than 500 cooperation intentions with major shopping malls in the country. The intention was nearly 10 billion yuan.

Nowadays, there are more than Wenzhou shoes products stationed in shopping malls throughout the country.

Since 2009, the "Wenzhou famous shop", which has appeared in major cities nationwide, has begun to focus on all kinds of light industrial products including shoes and garments in Wenzhou.

Experts believe that Wenzhou shoes into the mall to enter more stable, still need to do more efforts.

Enterprises should strengthen research and development, improve product quality and enhance brand awareness.

The government should also encourage enterprises to integrate and restructure, so as to achieve brand cooperation through leading enterprises' "big and small", and form a marketing alliance.

It is gratifying to note that following the initiative of the Chinese Department Store Association last year to "marry with Wenzhou", the "2010 China supermarket Joint Procurement Association" will also be held in Wenzhou in March this year.

This means that the terminal market with annual sales volume of 300 billion yuan will be "docking" with Wenzhou.