Quanzhou Shoe Companies Want To Join Hands With International Brands To Enter The Outdoor Sports Market.

Asia

Under the catalysis of domestic demand, there are more and more enterprises that only make casual shoes and sports shoes in this market.

However, in this wave of shoes and clothing enterprises involved in the outdoor brand, how to develop in the new field has become a concern for enterprises in our city.

Still in imitation stage

As the forerunner of outdoor products industry in our city, lenden sporting goods Co., Ltd. has joined hands with the US camels to take the lead in the domestic outdoor sports market. This year, the wood Lun Sen shoe industry, which originally produced business casual leather shoes, announced a comprehensive march into the outdoor sports market. The company will invest 50 million yuan to start the operation in the field of outdoor operation, and will invest 100 million yuan to expand the market and complete the construction of 200 terminal outlets.

However, recently, a new outdoor business in Jinjiang has declared bankruptcy after more than half a year's maintenance. It has entered a seemingly broad market but ended with a "flash in the pan" ending. This failure case strikes a warning bell for the shoe and garment enterprises that blindly follow suit to produce outdoor products.

"The same type of outdoor climbing shoes, most of our city's selling price is not more than 200 yuan, while the big brand Columbia is 800 yuan."

Mr. Wang, who is buying mountaineering shoes, said that the appearance of shoes is very different, and the quality of shoes is obvious when they go on several hills and do outdoor exercises.

Mr. Wang said, the outdoor products of our city are mainly clothing and mountaineering shoes. Because the outdoor shoes and clothing are different from the sports products of our city in the R & D and manufacturing process, most of the outdoor products remain in the imitation stage of the big brands, and their core functionality and durability can not match the big brands.

Therefore, the price advantage of outdoors shoes and clothing products in our city is not obvious in outdoor sports enthusiasts' consumption.

It is understood that there are more than 400 professional outdoor brands in China, but only one of the top 3 brands is from home.

Hand in international brand

"Lack of technical support, blindly follow suit production leads to the unsalable sales of many enterprises."

One industry insider said, on the one hand, outdoor shoes and clothing have very high functional requirements for fabrics such as moisture absorption, sweat perspiration, waterproof and antifouling. They need strong support from upstream enterprises. On the other hand, on the R & D, our outdoor sports shoes and clothing industry is not perfect, and there are not many enterprises that engage in outdoor sports functional footwear and fabrics. The constraint of new materials and production processes has become a major bottleneck in the development of outdoor products.

"When the industry chain is not formed, enterprises should cooperate with the international outdoor sports giants rather than considering their own brands."

Quanzhou footwear industry association official said, compared with the self created brand, alliance international brand can quickly open up the market, and at the same time, it has more protection in brand appeal and product function.

In recent years, Columbia, OZARK and other top international outdoor brands have been rushing to the domestic market, which has also provided opportunities for shoes and clothing enterprises to cooperate with the international outdoor brands.

It is reported that through the form of cooperation, Lining and French AigleInternationalS.A. have set up AI Gao (China) outdoor sporting goods Co., Ltd., which is responsible for producing, marketing and selling Aigle brand outdoor products in China in the form of cooperation of 50% equity interests.

The Chinese general agent of the American jubilant outdoor sports shoes has been captured. Our city's Patton shoes and Clothing Co., Ltd. is pursuing strict skills while the product style is designed by foreign designers and local company's senior designers, relying on its own strength and borrowing the international brand. It has developed rapidly, and now it has branches in big cities such as Beijing, Shanghai and Hangzhou.

Promoting group buying with "club"

So, does cooperation mean that enterprises can apply foreign operation mode? Reporters understand that at present, 80% to 90% of outdoor stores belong to single stores, about 10% belong to many stores, and regional chain stores are less than 2%. This also means that the sales channels of outdoor products are scattered, and the market has no absolute advantage in brand occupation channels.

Under such circumstances, there are few successful domestic outdoor products that can be followed.

The "Camel" brand's production and marketing rights in China have not yet copied the operation mode of camels abroad. Besides producing outdoor sports shoes, the company has also extensively developed outdoor sports clothing, bags, tents, sleeping bags and other outdoor appliances.

"The style and channel construction of products should take full account of their consumption preferences and capabilities."

According to the responsible person of the company, in China, because outdoor sports products are more high-end and product prices are high, the brand franchised stores are generally located in the first tier cities.

In addition, in marketing products, joint purchase and group buying is a good way of marketing outdoor products. Enterprises can set up the operation mode of "outdoor Sporting Club Hotel". They will focus on outdoor sports enthusiasts' target consumer groups and participate in activities such as mountaineering activities such as their usual organization, so as to facilitate the marketing of group buying outdoor products, so as to expand brand influence.