Quanzhou'S Foreign Trade Shoe Enterprises Take Advantage Of The "Outdoors" To Seize The Domestic Market.

April 13th hearing in recent years

The rise of non professional routes

Over the years, Jinyuan (Fujian) Footwear Co., Ltd., which has been engaged in foreign trade processing, announced its entry into China last year.

In a short span of a year, the company launched the "TOPLAND" (Tian Po Lun).

Wang Hao, director of marketing at Tian Po Lun, said that outdoor brands are growing up like mushrooms, and the shops of the terminal shops are next to each other, showing a booming scene. This is both a beautiful vision and a great pressure for outdoor sports brands.

He believes that most of the products of outdoor industry in China are identical, especially in Fujian enterprises. The difference of products is not obvious. This is because these enterprises are small in scale and do not have their own R & D capability. They are crossing the river with a feeling of stone, and at the same time lack competitiveness. The sense of crisis is poor. This is a major feature of Fujian outdoor brand, which will limit their development for a long time.

In view of the current market phenomenon and its own characteristics, Wang Hao said that Tian Po Lun was in line with his brand positioning and implemented the product differentiation route.

"Outdoor brands in Fujian tend to be more leisure oriented. We tend to prefer outdoor life rather than specialization.

Because outdoor sports are a kind of yearning for most of the modern people, but most of them do not necessarily have enough time, so outdoor life can satisfy their mentality.

He said.

In terms of marketing strategy, Tian Po Lun will implement the "terminal first" strategy, increase market support policies, strengthen the terminal image building of the benchmarking market, promote the formation of regional strong brands, and conduct regular nationwide terminal shop training activities.

Wang Hao said that in the past two years, only more than 30 of Fujian's enterprises have been making outdoor equipment, and no outdoor sports brand has become the leader in the industry. The competition situation is more like the pattern of domestic sports brands just entering the twenty-first Century. Who can do well in their differentiated positioning and get out of their own characteristics, who will occupy a favorable position in the future competition.

Glove Backpack

From export to domestic sales, as well as the source, China's outdoor sports market and Fujian Hua Fei leather products Co., Ltd.

The company is famous for its sports gloves in the industry. It has over 30 years of experience in producing sports gloves. Its sports gloves series products are sold to developed countries such as Europe and the United States for a long time.

Recently, the company signed a contract with the Organizing Committee of the tenth round Qinghai Lake international cycling competition, and announced that it will enter the domestic market this year.

In order to open up the domestic market, the company has newly registered a brand "snail".

According to Zhang Xinmin, chairman of Hua Fei company, Hua Fei company looks at the outdoor sports market, and snail aims at achieving the goal. The spirit of perseverance step by step is suitable for outdoor sports.

Zhang Xinmin said that the international road cycling race around Qinghai Lake will usher in 10th anniversary this year. The intensity and appreciation of the competition will be more intense than before.

The sponsorship of the top Asian Games round lake competition reflects its concern and support for China's sports industry as a brand of China's national sporting goods. It shows the snail brand's high enthusiasm for social welfare undertakings and strong sense of social responsibility.

Taking this opportunity, snail brand will actively extend outdoor sports shoes, bags and other outdoor equipment with sports gloves as fist products.

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"With the improvement of people's living standard, more and more people's sports are going to the outdoors. Most outdoor consumers are not necessarily professional, but the most important thing is to love nature, and I am an outdoor enthusiast.

I believe this market prospect is broad.

Zhang Xinmin said.

Tens of billions of market to be excavated

Walking into nature and entering the forest, modern people are increasingly seeking to enjoy the sense of freshness brought by outdoor recreation.

As a gathering place of Chinese sports shoes and clothing brand, Quanzhou outdoor sports brand is becoming a new "blue ocean" of the city's sports industry.

As for Quanzhou's shoe companies, they are turning to the outdoor sports market. Yang Chengjie, President of the China Leather Industry Research Institute, believes that Quanzhou's brands have developed into the outdoor sports market, reflecting the innovative spirit of Minnan enterprises in the face of the diverse needs of the market.

He believes that with the improvement of people's living standards, people's lifestyle is also changing, and the demand for daily necessities is also developing towards diversification.

Chinese people's demand for shoes has also developed from the original cloth shoes to leather shoes and sports shoes. Now it is developing towards leisure, fashion, business and outdoor. In this situation, the shoe enterprises in Quanzhou always take the initiative to welcome this change, which embodies the innovation spirit of Quanzhou enterprises.

When outdoor sports are developing from a professional sport to a popular fashion lifestyle, outdoor sports products are no longer limited to professionals but are more accepted by consumers of different ages, classes and occupations, especially the participation of many white-collar workers and high-income people, which has led to the rapid development of outdoor sports brands.

Monk, chief planning officer of camel advertising company, which has been serving outdoor sports for a long time, said that apart from opening up outdoor sports market, outdoor sports series of many sports brands in Quanzhou are being placed on shopping malls more frequently, reflecting the demand for outdoor sports products in the consumer market.

He said, compared with a few years ago, outdoor sports products are no longer limited to professionals, but are accepted by more people of different ages, classes and occupations. The characteristics of popularization and daily life of outdoor sports products are becoming more and more obvious.

It can be said that the outdoor sports industry is a new industry that is in the breeding stage, and its prospects are limitless.

In the next few years, China will usher in the rapid development of the outdoor sports market.

According to a data report from the Asia Outdoor products exhibition, sales of outdoor products are expected to reach 6 billion to 8 billion yuan by 2010.

Industry experts predict that China's "big outdoor" market is on a rising trend. The outdoor sports equipment market will grow at a rate of 50% per year, and the market will exceed 10 billion yuan.