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Fujian Clothing Enterprises Seek Breakthroughs: Integration Of Shoes And Clothing Is A Way Out

2012/3/19 14:02:00 10

Selling clothes is no longer confined to the field of clothing. They extend their tentacles to the market of shoes.

leather shoes

It is no longer just "the Royal mother sells melon, only sells the melon", they have played "the tide brand", some joined the outdoors army.

Shoe companies are expanding their industrial belts.

For most young consumers,

Bird of wealth

It is a very distant and quite unfamiliar brand, but in many "70 after" and "80's" hearts, this brand is the symbol of leather shoes. Once it was proud of having a pair of rich and precious leather shoes, it was unique to wear rich and precious shoes when getting married.

It is obvious that Lin Fu, the "master of the rich birds", does not want his brilliance to be frozen only in the 80 and 90s of last century. In July 13, 2010, the birds and birds group launched the brand with the concept of "tide". AnyWalk (Annie Walker), relying on the strong financial strength of the group, quickly arranged the terminal and set up a special store or shopping mall channel in Shanghai, Chengdu, Dalian and Qingdao.

In fact, before the rich birds, Mu Lin Sen also expanded the field to enter the outdoor sports market.

Compared with the rich birds, Mu Lin Sen's products are more casual and casual leather shoes production line is more abundant, and it is understandable to enter the outdoors. More importantly, they love a group of data. Since the outdoor industry in 2000, the outdoor products sector grew at an average annual rate of 48.9%, even more than that of the IT industry in the same period.

To this end, in 2010, Mu Lin Sen invested 50 million yuan in outdoor sports to start the market, invested 100 million yuan to expand the market, and 200 terminal sales outlets have been established.

In addition, Jin Mai Wang and Forrest are involved in outdoor leisure shoes, and an outdoor wind has been blown up in Quanzhou, China's shoe capital.

Shoes and clothing enterprises exert their strength

"The seven wolf wolf shoe industry is no longer what it used to be."

Zhou Shaoxiong, chairman of the seven wolves industrial Limited by Share Ltd, said that as the first enterprise to realize diversified development in Quanzhou, seven wolves have already tasted sweetness. The annual sales revenue of the seven wolves sports has been broken by 1 billion yuan, and the sales of the seven wolf wolf shoe industry (including leather goods) is also increasing year by year.

Zhou Shaoxiong made no secret that his goal is to get through all fields, from shoes to

clothing

Then to the accessories and the ultimate luxury.

"The first crab to eat is not a forerunner, but a martyr."

Obviously, PPG became a martyr, and everyone became a pioneer.

As we all know, customers sell T-shirts.

shirt

Famous for its increasing quantity and variety of direct selling products, Chen and his customers have extended their tentacles to the field of shoes products.

After two years of development, the sales volume of shoe products has become an important part of its company. It is very likely that in 2012, the volume of products will be maximized.

If the seven wolves and the fans cross the field of shoes, then Busen and other Jiangsu and Zhejiang brands will enter the clothing industry from shoe companies.

"Jiangsu and Zhejiang shoe enterprises are also slowly pforming."

Huang Yishun, who designs the OEM Shishi licensing company, a famous shoe manufacturer in China, such as rich birds, wood woods, red dragonflies and AOKANG, said that if Fujian is leisure,

Men's wear

In the world, Zhejiang is a genuine leather shoes city. Besides shoe products, many shoe enterprises like Jiangsu and Zhejiang have begun to pform slowly, and have begun to set foot in such supporting fields as clothing. "This is the trend of the times. In the future, if they have enough financial strength, they will enter the field of decoration."

Huang Youshun said.

Brand development in the long run

It does not mean that we will succeed, but we will not succeed if we do not set foot in it. "Cross border development, enterprises often need higher visibility and market awareness."

Yuan Fang, director of media strategy at CCTV, said cross-border is not easy, but for shoes and clothing enterprises, cross-border is also necessary.

In order to highlight the height of AnyWalk, Lin Ping specially matched its international brand think tank, space system design team and mainstream communication channel resources.

Starting from 2012, AnyWalk's customized TV programs will be broadcast on the Internet. The program and advertising from CCTV to the city TV will be fully opened up. "Storytelling fashion" is also an important means of promotion.

Lin Heping said that making a brand is like making a press conference, requiring high and dazzling.

Not long after its establishment, he became a member of the outdoor industry association of the United States. He was also the first Chinese enterprise selected in China. "We advocate healthy, environmental protection, calm and passionate" Mori way. "

Lin Rongzhou, chairman of the wood Lin Sen group, said that the initial definition of Mu Lin Sen's outdoors is the global strategy, which competes with the world's big names. "After making shoes for so many years, we know that no success can be accomplished overnight. Therefore, we must take a long-term view and consider the gains and losses in one city, one pool."

"We will cross development in the field of shoes and clothing."

Zhang Wenbin, chairman of Mobile Group Holdings Limited, said that the success of the listing not only gave great confidence to the development of China's casual footwear industry in the crucial stage of pformation and upgrading, but also more importantly, including the brand of Jin Mai Wang and Golev, which has a broader development platform, and truly become a shoe and clothing brand operator, no longer a dream.