The Docking Exhibition Of Famous Products And Stores In Shanghai Ended, And The Analysis Of Brand Follow-Up Development

The No The 100th Shanghai Footwear and Leather Goods Exhibition and "Famous Stores" Matchmaking Exhibition Now the curtain has come to a successful end. The reporter learned from the exhibition organizing committee and related brands that the participating brands, especially those that have participated in the exhibition for two or three consecutive years, have achieved good results, which has played an important role in promoting their subsequent market channel expansion.

From the 98th to the 100th, from Spain Shoe bag brand Hispanitas has been participating in the exhibition for three consecutive years, the number of booths is increasing, and the docking effect is also better than in previous years. In order to better display the brand, Xibai also added a brand fashion release show this year, so that many channel people can deeply understand the brand style and positioning of Xibai in a more vivid way. After several sessions of communication at the exhibition, Beijing Wangfujing merchants are very interested in Xibai brand. It is reported that they have planned to introduce this brand in Wangfujing.

The Rieker brand from Germany participated in the Shanghai exhibition for the second time this year. As last year, it still focused on brand display to improve its brand awareness and reputation in the Chinese market. It is reported that the brand started to plan to enter the Chinese market five years ago, and carried out market research at the same time. After the exhibition last year, many domestic shopping malls threw olive branches to it. However, considering that the research report has not been completed yet, for the sake of caution, the brand did not rush to agree to the "marriage proposal" of the shopping mall. This exhibition not only deepened feelings with the department store friends we met at the exhibition last year, but also recognized more new friends in the department store industry and peer brands. Ian Brinkman, president of Ruikel China, said that all these laid a good foundation for Ruikel's future development in the Chinese market.

The Triathlon brand, which has also participated in the exhibition for three consecutive years, said that it has gained a lot in this exhibition and has successfully docked with three shopping malls. According to the relevant person in charge of Triathlon, when participating in the exhibition in the first year, Triathlon appeared as a standard booth, and there were many on-site channel people, but not many people came to consult on their own initiative; In the second year, it was changed to a specially decorated exhibition hall, but because of the general decoration design, the "popularity" was also general, but it was greatly improved compared with the first year. After the experience of the previous two years, Triathlon has made adequate preparations in the design and decoration of the exhibition hall and all aspects this year

The number of brand appearances and the image of the exhibition hall can really affect the views of channel people who have come to the exhibition over the years on the brand. A department store personage who communicated on the spot (concealed at the request of the interviewee) said that he had never seen Wenzhou's leather shoes brands before, but his impression and judgment of these brands had changed greatly through his continuous understanding of the exhibition in recent years. He said, "This year, Zhuo Shini and Ju Ri feel very good". Other brands participating in the exhibition for the first time also said that the exhibition is just the beginning of docking, and it is impossible to reach the goal in one step. However, during the exhibition, we should seize every opportunity of docking and communication with the target professional audience, and even if it is not successful, we can also do a good brand image promotion.

In addition to the "matchmaking" of the brand's beautiful clothes, there are also shoe agents from all over the country coming to "date" with the brand. According to a random survey by the reporter, many agents come to the exhibition not to expect "love at first sight" with the brand, but to use it as a window to get familiar with the development trend of the domestic and foreign shoe market. "If people who make (sell) shoes do not participate in professional exhibitions of their own industry, do not come to learn and communicate, they will only be eliminated in the future. Now the society is developing too fast, there is no way." From Changshu footwear industry The agent stated his purpose of visiting the exhibition and said that he would come every year.