Innovation Of Shoes And Clothing Enterprises In Quanzhou Not Only Opens The Two Track Marketing Mode Of "Walking On Two Legs"

At present, as a traditional advantageous industry in Quanzhou, many shoe and clothing enterprises are making efforts to reclaim their strength and carry out industrial upgrading again, striving to create brilliant future in the next 10 years.

Double track marketing relies on high-end resources

It is reported that the two track marketing mode of "walking on two legs" allows some

With the help of various resources advantages, we can promote product competitiveness and brand influence.

Ding Shuibo, President of fashion sports brand XTEP, summed up her 10 years of development experience. In order to avoid homogenization of vicious competition, XTEP started the strategy of differentiation from the beginning of its brand creation. It chose entertainment stars to be brand spokesmen, used entertainment marketing to build brands and promoted the market, and used the fashion concept to separate XTEP brands from their peers.

He said that after all, XTEP is a sporting goods brand operator. Sport is its soul, and it can not be characterized by entertainment alone.

In the future, XTEP will continue to deepen the double track marketing mode of "entertainment + sports", excavate new favorites of fashion and entertainment, and cooperate with more sports events, continue to internationalize process, and support high-end resources.

Brand development.

Innovation not only forces high-end market

Faced with more and more face-to-face confrontation with international industry giants, many enterprises have re examined their brand resources system through careful combing and careful study, and constantly enhanced brand reputation to cope with increasingly fierce competition.

Ding Shizhong, President of Anta, believes that Anta has achieved today's achievements from the external conditions, which is benefited from the vigorous development of China's economy and the rapid growth of the industry since the reform and opening up. From the perspective of the internal factors of the enterprise, it mainly depends on three innovations: brand innovation, commodity innovation and management innovation.

According to the insiders, commodity innovation and quality assurance are the key to maintaining market leadership in the face of uncertain future and rapid market integration.

Like Anta last year, it launched about 2400 shoes, 3600 costumes and 1600 new accessories, and injected more fashion elements and more diversified products to meet the personalized needs of the most widely consumed groups.

FILA's unique brand position and differentiated products enable Anta to continue to grow in the high-end market.

Differentiated management is the magic weapon for enterprises and brands nowadays.

Professionals believe that in terms of "the two venture", multi brand operation, introducing fashion and creativity, and stepping onto the international stage will become a tough battle for Quanzhou's private enterprises in the future and an inevitable move to constantly cultivate new markets.

Tian Qiming, chairman of the stone lions, said that making the brand needs high-end products, and once formed, it will form the longest, the most perfect and the best industrial chain beyond the production category.

"Fujian style clothing" is an important pole of the domestic textile and garment sector. The Quanzhou textile and Garment Association and Shishi textile and Garment Association should jointly build up this project, expand the regional stage, and create the international fashion week of Beijing, another event of the Chinese apparel industry besides the international fashion week.

In the face of the current severe economic situation, Quanzhou shoes and clothing enterprises are sending out the strongest voice of the "two pioneering work" in actual action: 361 degrees, Anta, Jordan, and precious birds have built brand industrial parks; seven wolves, del Hui, and Hyde lung have built headquarters buildings; and a number of brand listed enterprises, such as the "Lan Fa" and "Li Long", are accelerating the development of new investment projects.