18 morning, brought together more than 500 domestic and foreign shoe companies, thousands of buyers "15th China (Jinjiang) International Footwear Expo opening. Shoe Fair has become known as "Chinese shoes are" Jinjiang, "wind vane" of the athletic shoe industry.
Since last year, the production of excess inventory backlog, homogeneous competition to highlight the contradictions plight of the industry continued to plague the sports shoe. Reporter was informed that the shoes Bo face unprecedented pressure to survive, the domestic shoe is multi-planning, trying to explore the respective "Breakout" road.
The plight of the industry within the extruded under pressure "
Since last year, the domestic sporting goods market competition, the the multiple sports brand suffered a decline in sales revenue, rising inventories dilemma.
Li Ning Company recently released annual report, fiscal year 2012 losses amounted to nearly 20 billion; ANTA Sports Products Limited 2012 annual report, due to fewer orders, a negative growth of wholesale revenue, the company's turnover ratio in 2011 fell by 14.4%.
361 degrees (China) Co., Ltd., Jinjiang Cheney shoes and apparel companies and other enterprises to participate in the session of the shoes also said that this year the industry as a whole to pressure on the stock.
361 degrees Sports Marketing Center Director Zhao Feng pointed out that since the end of the last century, along with the residents' disposable income rapid increase in the demand of the people on the sports and leisure goods explosive growth, bring to the athletic footwear industry, a very long boom growth cycle.
Followed, the influx of a large number of companies and funds in this industry, will inevitably bring about a certain degree of industry overcapacity problem.
Zhao Feng believes that domestic footwear enterprises brands, between the high degree of homogeneity, market positioning fuzzy. Nike, Adidas and other international brands in recent years to accelerate the second and third tier cities in China penetration, squeezing further the cause of domestic enterprises.
Industrial transformation is imminent sports shoe difficult exploration
An interview with reporters in the shoes Bo learned that the face of unprecedented pressure, the transformation and upgrading has become the industry consensus. The difficult market environment Forced sneakers hoping for the new change, to accelerate the transformation of the way to explore its own characteristics and positioning.
The Dodge Group - vying for the field of sports shoes Foxconn.
The Dodge Group was founded in 1994, the past two decades adhere to the foundry. From the initial three acres of land, the floor, and now has developed into a well-known brand Adidas, New Balance, etc. on behalf of the factory, with an annual output of 20 million pairs of sports shoes.
Other companies are throwing money at advertising, playing the brand, we adhere to the one, to act as contract manufacturing capabilities to the limit. "Board Chairman Lin Yongcan said.
In order to keep up with the quality requirements of the international brands, fashion trends, Dodge Group a year R & D expenses have invested thousands of yuan. Through 20 years of accumulation, the Dodge Group sales revenue last year, an increase of 68%, this year's production orders have been routed June.
Lin Yongcan told reporters, "is not the only product to be brand manufacturers also have brand Dodge is to become the field of sports shoes 'Foxconn'."
Wild force sports - focus on technological innovation of the segments.
Like the majority of Jinjiang sports shoes enterprise, wild force sports started, also rely on advertising + channels rapid expansion mode. The wild force Sports (China) Co., Ltd. president Shao-Xiong Lin told reporters that in 2006, the company put through large-scale advertising, branding and channel construction, the completion of the primitive accumulation.
But around 2010, labor, raw materials cost advantage gradually lose, enterprise development experience "bottleneck", the next step going?
"People's feet have 120,000 sweat glands, sports shoes breathable traditional vamp technology can not solve, the problem of sweat." Shao-Xiong Lin said that in 2010, the company found its own direction of development, make great efforts to develop has unique sole technology breathable shoes "products.
2011 wild force breathable shoe market, just a few months to get consumers agree; 2012 evaluate smb. 'S work the Ministry of National Industrial Design Excellence Award.
Name foot sports - products, channels and a comprehensive restructuring.
"We do not do sports shoes." The name enough Sporting Goods (China) Co., Ltd., general manager of Terence Lee Chan revealed in an interview with reporters.
From the Linghui endorsement Anta start, footwear enterprises in Jinjiang learned "celebrity endorsements + advertising. "Today is the era of demand for differentiation and market segmentation, simple storytelling, the creation of the concept, consumers no longer buy it."
In order to get rid of market distress, the name of foot sports initiative to give up the fight in the field of sports shoes. 2011 overall contraction in the production of sports shoes, business turned to the field of fashion casual shoes.
Terence Lee Chan told reporters that the designers each year to send to Japan, South Korea to learn the latest trends in fashion, casual shoes developed a unique style with the name enough. Also closed last year, more than 200 the old sales outlets, more than 100 new stores drove into the the Wanda, Ocean Department Store and other high-end shopping malls.
"Name foot is undergoing a revolutionary change from product to marketing channels." Terence Lee Chan said.
Sports shoe transformation strengthening the four innovation
In February this year, the global sporting goods retail giant - Decathlon is located in the Xiamen mall officially opened. The mall is not only to sell more than 35,000 kinds of products, equipped with a special 200 square meters of free outdoor playground, fitness equipment experience, Skating trial, badminton and table tennis experience.
From selling products to selling experience, Decathlon represents the future direction of the mainstream sports brand marketing. "Relevant people in the industry said. As the industry segmentation, enhancement of the degree of specialization, enterprises must transition from brand wholesale brand retail, consumers pay more attention to the fresh experience.
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