Differentiation Strategy Of Small And Medium Shoe Enterprises In Jinjiang

For more than a year, the plight of product overcapacity, inventory backlog and homogenization competition has been plaguing China's campaign a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > P.

With the name of "China Shoes Capital", Jinjiang is also facing the same predicament, but many small and medium-sized shoe enterprises are seeking development in adversity and dealing with the winter with differentiated products.

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Less than p ago, a shoe industry ordering conference in Dahongmen International Convention and Exhibition Center, Fengtai District, Beijing, attracted customers from Beijing and its surrounding areas.

In a short span of a day, a shoe brand from Jinjiang has achieved sales of millions of million, an increase of 11.2% over the same period last year.

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< p > in recent years, under the backdrop of the international market downturn, many of China's "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "and shoe companies have been aiming at the domestic market, and the Dongyi shoe industry from Jinjiang is no exception.

At present, the enterprise has shifted from the original OEM to the development of its own brand, and its "steady step" has been awarded the title of "China famous trademark", "the most valuable entertainment brand in Asia" and "the ten largest footwear brand in Asia".

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< p > over the past year or so, many shoe industry brands have shut down some facades because of the overcapacity of Chinese sports shoes and the dismal market. Many shoe enterprises are facing bankruptcy. Therefore, this enterprise can rise in the cold winter market, attracting many people's attention.

Ding Dongxu, general manager of Jinjiang Dongyi shoes industry Co., Ltd., told reporters that this is related to the precise positioning of the company. The company's products are mainly based on two or three line cities, supplemented by the first tier cities, so that the market differentiation and product differentiation are well realized.

In addition, under the environment of sports shoes gathering, the company improves the research and development of new products, and creates fashionable leisure products through sports and fashion.

In addition, the company's newly launched children's shoe "elf Mickey" has become another major improvement in performance.

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< p > under the background of the overall downturn of China's footwear industry, the breakout of Dongyi footwear industry is a microcosm.

As a production base of sports shoes, Jinjiang's output accounts for 40% of China's total and 20% of the world's total.

At the recently held China (Jinjiang) International Footwear Expo, businessmen from all over the world gathered in Jinjiang, and finally the intention was 13 billion 310 million yuan RMB, an increase of 12.2% over the same period last year.

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< p > the responsible person of Jinjiang Anta company, the leading shoe manufacturer in China, said that the current plight of the sports shoes industry means that the era of industrial development represented by "channel expansion" has passed.

Some experts say that the Jinjiang shoe industry is in the reverse, and the optimization channel and the difference are the magic weapon.

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< p > with the fragmentation of industries and the enhancement of specialization, Chinese small and medium-sized shoe enterprises including Jinjiang shoe enterprises are pforming from "brand wholesale" to "brand retailing", paying more attention to the individual experience of consumers.

Some experts said that this will lead to shoe industry reshuffle, in the end will eliminate a number of enterprises, will also make a number of successful successes, and the success is bound to specialization, refinement and characteristics of the road to go out of their own characteristics of the enterprise.

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< p > in the "a href=" //www.sjfzxm.com/news/index_s.asp "market > /a" journey, who will be expelled and who will survive depends on the enterprise itself.

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