How Does Quanzhou'S Traditional Children'S Shoes Enterprises Survive?

Overcapacity, single brand, strong enemy superposition, former "blue ocean" has become "Red Sea", Quanzhou tradition.

How do shoe companies survive?

Old mode of excess capacity

In recent years, as children's products, the development prospects of children's shoes industry are unanimously favored by the industry, and are considered to be "blue ocean".

Many industrial funds have entered this field, and the whole domestic shoe industry has developed rapidly.

(Xu Jingnan photos)

At present, domestic children's shoes are the three production bases of Guangzhou, Wenzhou and Quanzhou.

Among them, there are about 2000 children's shoes enterprises in Quanzhou.

From the middle and late 90s of last century to the present, children's shoes industry in Quanzhou has developed rapidly.

A large number of well-known brands such as Wan Taisheng, gang Deng, Xiao Pi Pi and so on, form the three major children's shoes producing areas in Nanan, Jinjiang and Shishi.

According to the statistics of Quanzhou footwear industry association, the output value of children's shoes industry in Quanzhou was 15 billion yuan in 2014, accounting for half of the total output value of the country.

However, due to the accumulation of funds, from last year, the children's shoes industry in Quanzhou began to face the thorny problem of overcapacity.

The blue ocean market of the former industry has been turned to the "Red Sea".

Quanzhou

Xu Jingnan, vice chairman of the chamber of Commerce, PEAK chairman, described the development of children's shoes industry at present. "The market demand for children's shoes at home is currently around 30 billion yuan per year, which is considered to be the last big cake in the shoe industry", but it has been excavated almost at the same time.

Before the shoe industry, there are too many expectations in the shoe industry. Over the past few years, a large number of shoe and sports brands have been intervened with strong financial strength, and the problem of overcapacity has inevitably emerged.

However, in his view, overcapacity is just a representation. At the moment, the deeper problem of children's shoes industry in Quanzhou lies in the fact that the operation mode of the whole industry can not keep up with the situation.

"Although the children's shoes enterprises in Quanzhou have about 20 years of experience in production and operation of the industry, most of the Quanzhou children's shoes enterprises remain in the traditional survival mode of single brand wholesale and foreign trade oriented.

This mode must be pformed, otherwise, the future will inevitably be eliminated, and even the entire children's shoes industry in Quanzhou will face a survival crisis.

Xu Jingnan said without worry.

Multi brand and further subdivision

On the road of pformation, some children's shoes enterprises in Quanzhou turned to multi brand mode.

Not long ago, the agent Quanzhou Li Xun children's products Co., Ltd. announced the launch of another well-known cartoon brand "HellO Kitty" on the basis of its original brand "SNOOPY" to make up for the vacancy in the market of girls' children's shoes, and plan to establish a multi brand integrated store's marketing mode.

Huang Huoming, chairman of Li Xun, revealed that in the future, they would not rule out the introduction of more famous brands and expand the development of new space.

It is reported that at present, Li Xun has more than 200 stores in the country, all of which are mainly traditional single brand stores. Next, the planned new stores will appear in the form of multi brand integrated stores.

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The reporter understands, the development strategy of multi brand has become a major trend of Quanzhou children's shoes industry.

Data released by Quanzhou footwear industry association show that since the beginning of last year, 83 leading enterprises of children's shoes have turned to seek multi brand development strategies.

In addition, in order to solve the problem of overcapacity, many children's shoes enterprises in Quanzhou began to subdivide the market.

The Jinjiang hornet company is a typical case.

This year, the Bumblebee, which has made over 20 years of ordinary children's shoes, has made efforts in the field of football children's shoes and outdoor children's shoes, and has launched more than 120 subdivision children's shoes products.

Bumblebee President Ding Siliang said that in the next three years, he hoped that the company would enter more segments of the market, while speeding up the upgrading of children's shoes subdivision products.

In addition, the smart shoes popular in the adult market have also extended to the field of children's shoes.

In the near future, Li Xun introduced smart children's running shoes. The first child intelligent positioning shoes jointly developed by XTEP and Qihoo 360 are expected to be launched into the market in the first quarter of 2016. Last September, the company launched a joint venture with Baidu to set up the "big data innovation laboratory". In March this year, the two sides jointly launched the first achievement, the world's first wireless charging technology detachable smart children's shoes.

Animation marketing is in the ascendant

The total market demand of children's shoes is limited. In the face of overcapacity and increasing marketing efforts, children's shoes will win the opportunity in fierce market competition.

Since the beginning of last year, some of the children's footwear enterprises in Quanzhou have inspected some advanced children's shoes enterprises in China, and found that animation marketing may be a shortcut for enterprises to get rid of their difficulties.

"Compared with traditional marketing methods, animation marketing is directed against children, and target consumers are more explicit.

Moreover, compared with simple advertising, the cost of animation marketing is lower, and the promotion effect is better. "

Zhao Jianhe, chairman of Quanzhou shoes green company, a leading producer of children's shoes.

In 2011, it was called "the first year of children's shoes animation" by the industry. At that time, there were only a few children's shoes enterprises in Quanzhou trying out the water animation marketing mode.

Since the beginning of 2014, with the tide of animation marketing coming, a group of Quanzhou children's shoes brands such as tick, Zi Yan, big brother, bear 8, Jamie bear and jazz rabbit have been making use of animation marketing to create brand awareness.

Since the second half of this year, several series of animated cartoons invested by Quanzhou enterprises have been broadcast on various major animation channels, such as cicelon's "dragon hunt" and "little play leather" fairy tale adventure.

Li Zhubing, President of Quanzhou Kung Fu animation (China) Co., Ltd. believes that there is a homogenization phenomenon in the traditional marketing mode of children's shoes, which has become a problem restricting the development of the industry.

The children's shoes industry and the audience of animation industry are children. There is a combination point between them. They can complement each other through mutual penetration.

"Children's shoes enterprises to differentiate marketing, but also to the development of animation into the source of living water.

The three-dimensional marketing mode of Quanzhou animation industry has taken the lead in the whole country to make new breakthroughs.

Li Zhubing said.

"Whether it is to implement multi brand strategy, or to segment the market, or to innovate marketing by means of animation and other means, is an attempt to break through and pform Quanzhou children's shoes enterprises.

Such an attempt is now in effect.

We look forward to these enterprises can show their magic and rush out of the red sea with overcapacity and usher in a new round of rapid development.

Xu Jingnan said.

Press comment >

The "blue ocean" of the past market, with the entry of many industrial funds, has become a "Red Sea" in recent years. This is the present situation of children's shoes industry.

In the face of difficulties, Quanzhou children's shoes enterprises break through in many dimensions, launching a pformation campaign that rushed out of the "Red Sea", showing the pformation of Chuanhui enterprises.

At present, the era of information symmetry is accelerating. It is almost unrealistic for any industry and industry to rely solely on the market "blue ocean" for sustained development.

In the case of excess capacity, seeking development space is the reality that most enterprises are facing.

In this regard, the government and business owners need to have enough knowledge.

Enterprises should strive to act in the fields of brand, innovation, marketing and management reform.

From this point of view, overcapacity of the "Red Sea" market is not only a "trial ground" for enterprises, but also a booster for industrial pformation and upgrading.