Jinjiang: Intending To Enter The Clothing Market

　　 Recently, the reporter entered the marketing center of the alligator group, and its president, Lin Jiancheng, is inspecting the style of men's clothing that his designer brought. It turned out that alligator wanted to enter the men's market. He was doing preliminary market research and product design research and development.

Finding a new profit growth point has always been a problem faced by most enterprises. Especially in today's more complex economic environment, how to find profit breakthroughs is a pressing matter of the moment. In recent years, a lot of Jinjiang shoe enterprises rely on their own resource advantages. Some have enriched product lines by speeding up the extension of products, some have created brands in different industries, and others have launched new brand positioning. They have sought breakthroughs in various ways and burst forth new vitality and bright spots. Whether it is to buy new factories, increase production capacity, or put them into production outside the factory, or in any other way, market mining has become the preferred way for the traditional footwear industry to find profit growth points. And alligator is just one of them.

　 　 market Prosperous demand

Lin Jiancheng told reporters that the alligator group is making preparations for the launch of the new product line. In the summer of next summer, the "gold alligator" and "silver alligator" leisure fashion men's clothing series will be officially launched.

Prior to this, the reporter also learned that in order to expand production capacity and increase production, gold lake (China) Sporting Goods Co., Ltd. has purchased 500 mu of new plant in Wuhan. Ding Zhide, chairman of golden lake, told reporters that in the past two years, as the market of golden lake was booming and the market demand was strong, it decided to build a new factory and increase production.

In addition, 361 degrees (China) Co., Ltd. Jinjiang The first phase workshop of the five mile Industrial Park was also put into operation as early as the beginning of this year. Its factory now has 12 lines in production. It is reported that after the completion of the two phase workshop of 361 degree shoes and clothing, the entire 361 degree five mile Industrial Park will reach 24 production lines, while the whole industrial park can accommodate 12000 people.

Tang Jisheng, general manager of Fujian Management Co., Ltd., believes that the fundamental reason for the strength of many shoe companies lies in the huge market space. "Under normal circumstances, sales and consumption are larger than shoes, so the profit is relatively high." Tang Jisheng said.

Li Chengchun, a marketing center of famous sports products Co., Ltd., analyzed that the competition in Jinjiang shoe industry is becoming more and more intense, and it is urgent to find new market space. "The demand in real life is definitely bigger than that in shoes, not only enriching the product chain, but also extending the profit growth point." Li Chengchun said that it is indeed a good growth point, for example, a pair of shoes and shoes can match several sets, and the amount will be more than that of shoes, but this is relative to footwear enterprises, like selling more than one variety and having more sales opportunities.

　　 How to locate a problem

The huge space of the market has attracted the attention of many shoe enterprises. In fact, in the early years, many shoe makers in Jinjiang began to try in this aspect, but most of them encountered "Waterloo": because the product positioning is not clear, the produced products can not be sold out, stacked in the warehouse to become dead goods.

"But this is an industry phenomenon. enterprise This is not necessarily the case. Li Chengchun analysis shows that prices, styles, quality and popularity will all affect the sales of a brand product. On the surface, it seems that the production is not sold, and the supply exceeds demand, and there is no demand in the market. "But in fact, is there really no market demand? It's not like this. For example, the product of 100 yuan is not bought, maybe 50 yuan will be sold. This is that the brand has not broken down the good market, most of the brands are probably the same." Li Chengchun said.

"Enterprises do not have technical barriers or financial barriers, but they have a high cognitive barrier to consumers. A kind of high grade, especially if it has some cultural connotation and gets the symbolic meaning corresponding to a certain grade, then it is not only a kind of symbol, but also a symbol of living status representing a class. This is the root of the high profit margin of enterprises, and this kind of high gross profit can last for a long time. Lin Jiancheng said that how to solve the cognitive barriers of consumers will be a difficult problem for them to overcome.

In addition, Lin Jiancheng believes that for the middle and high-end consumers, the current level of inflation does not constitute a suppression of consumption. The alligator enter the high-end men's wear market is aimed at the market's tapping and launched the "gold alligator" men's wear series. "Alligator product line is relatively long, gold alligator is mainly located in the age of 25 to 45 years old, and silver alligator is placed between 18 and 30 years old, the product will be similar in style, age difference, the price range from 800 to 6000 yuan, there will be differences in the channel." Lin Jiancheng told reporters that "gold alligator" will mainly enter high-end department stores as the main sales channel, while the flagship stores of second tier cities are secondary, while the general stores only have mid-range products.

Marketing expert Zhang Fasong believes that a large part of Jinjiang shoe enterprises may only stand on the position of regional competition to judge the market. "From the Jinjiang area, there will be fewer middle and high-end men's clothing, but they must look at the whole country, especially in the industrial circle of Jiangsu and Zhejiang, so that they can really do a good job in the market." Zhang Fasong said, at present, the shoe products of Jinjiang shoe enterprises may have reached the relative saturation, but there is no market space. The shoe industry can only make the market bigger by upgrading the industry and subdividing the market. "When enterprises rely on their own strength, production capacity, channels and resources can not grow and expand, only more resources can be integrated to change the status quo."

　　 A group of Jinjiang shoe enterprises, represented by alligator, began to enter the market.