Strategy Of Shoe Material In Jinjiang

After entering 8 and September each year, the shoe material industry will enter the off-season. However, this year's off-season is earlier and lighter than before. The gloomy business has made Chen Zhirong unable to restrain himself. He wants to sort out the company's own positioning and product planning.

Like him, the use of the off-season crisis as a reflection of breakthroughs in the large number of people, such as Jin Yi, Cheng Long and a number of shoe materials enterprises in the crisis, and not only stay in the company's internal product planning, but also try to walk out of the Jinjiang production area.

Among them, the use of exhibition to expand the foreign trade market, or extend the products of other industries, is worthy of reference from the industry.

Internal and external attacks cause "off-season severe winter"

"The year ahead" is ahead of schedule, an industry insider describes the whole time nowadays.

"Business is really bad, domestic sales are not good, foreign trade is not good," Chen Zhirong, general manager of Hongtai shoe materials Co., has sped out several "bad" problems, though it is a low season at this time of year, and this year's off-season is different from previous years.

In fact, this year, the sports shoes market is sluggish.

However, the difficulties are far more than that.

"The price of raw materials used for shoe material production is rising, the cost of products is increasing, the selling price is constant, and the profit of shoe material products has begun to become small."

Chen Zhirong regrets, "on the other hand, now the employment environment is not good, the cost of workers began to increase, labor costs continue to rise, for shoes material this labor-intensive enterprise is adding insult to injury."

Because of this, raw materials and labor costs have increased the difficulties of shoe materials enterprises. Many shoe materials enterprises have lost the competitive advantage of low price, and have lost a large part of their customers.

Ye Yanxiong, sales manager of Jinyi shoes materials Co., Ltd., told reporters: "now many shoe material enterprises are in a mess. Everyone is struggling, and the money they earn is not enough to cost them, so the business has to go bankrupt."

Redevelopment of development strategy

Looking at the reduction of production or shutting down of a shoe factory around, Chen Zhirong is no longer able to restrain himself. Under his leadership, Hongtai shoe materials start a new round of product positioning. This is also a microcosm of the upstream suppliers of Jinjiang. It has experienced the vigorous wave of brand building in the past two years. Now, under the dangerous environment, "we should find out the future market position through positioning."

In fact, during this period, Hongtai has been adjusting product positioning, subdividing products, positioning products in outdoor and tennis shoes, and Jinyi is also making product combing. After product and customer combing, the enterprise will make a full line adjustment to make a comprehensive combination.

"We will slowly cut down low-end products and low-end customers, positioning them only in the middle.

In fact, the industrial chain has not been shrinking, but it is growing slowly.

The market is always a big cake over there and see how you cut it.

If shoe material enterprises can make a market positioning change in a timely environment, and do a good job in the market positioning strategy, they can still emerge from the crisis.

Ye Yanxiong said, we all know that if the product does not have an accurate production guidance, it will make the enterprise be eliminated in the fierce market competition.

We are looking for the "buy point" of the product. We need to let the customers know why we should buy your stuff and catch the customers' psychology.

This requires enterprises to further tap the product characteristics, identify the accurate location of products in the market, and let customers find matching enterprise procurement through this product positioning, which is the so-called "buy point".

To this end, based on the premise of product adjustment, shoe materials enterprises represented by Cheng Chang and Jin Yi have launched a strategic review of enterprises in the off-season.

What kind of market the shoe material industry should do, what kind of customers to do, and what kind of positioning to win, one after another, the company's long-term planning is coming out.

{page_break}

According to the introduction, Cheng Long shoe materials have issued the common code of conduct for enterprises, which not only improves the competitiveness of enterprises, but also plays a spiritual role in promoting the stability of employees. Especially in the critical period of enterprise development, it is a new way to use theory to guide practice, and to make good products and actively expand product lines.

Radiation to the global market in Jinjiang

In fact, the market crisis is not an opportunity. It is also in crisis to widen the gap with peers.

To achieve rapid development, an enterprise can not rely solely on one Jinjiang market, but to go out and move towards the international market.

Dai Jianrong, assistant general manager of Cheng Long shoe materials Co., Ltd., said that shoe materials enterprises can do international brands like Anta, XTEP and other enterprises, and extend the business tentacles to every corner of the market, do well in the local market, expand the domestic market, and finally consider going out.

Although it is a long way to go for suppliers, facing the crisis, enterprises need to have a long-term plan and take Jinjiang as a base to follow up the new shoe industry cluster. This has become the consensus reached by many shoe manufacturers in Jinjiang.

"However, in the face of a new market, there are a lot of investment, capital investment, equipment investment, R & D investment and so on.

Secondly, the new market situation is not yet understood, and can not guarantee that products can be sold smoothly, these are common problems to consider in developing new markets.

Chen Zhirong told reporters.

"Usually, the production of shoe materials often has the salient features of the nearby supporting procurement. In other words, we will make adequate local market evaluation around emerging industries before opening up new territories. If we believe that this market is worth our development, we will open new branches and produce nearby factories and provide supporting facilities around the cluster.

Of course, all of these will be gradually spread out of Jinjiang as a base area, so as to become the most comprehensive EVA foaming enterprise in Haixi.

Obviously, it is the absolute principle to seek more emerging markets and go out. "

Dai Jianrong said.

According to the insiders, shoe materials enterprises should not expand blindly before going out. We should pay attention to the accumulation of an emerging market, and wait until the time comes.

It is worth mentioning that, as a supplier enterprise, we need to strengthen our internal strength, innovate continuously, and create value for downstream customers.

case

Cheng Long: attending exhibitions to expand foreign trade

At the end of the month, the Wenzhou Leather Exhibition began to prepare for the upcoming Shanghai exhibition. They hoped to pry up the emerging foreign trade market by participating in some professional exhibitions.

"Originally, we only do domestic sales, foreign trade market has not been done, now, through the relocation of enterprises, we hope to expand the new customer groups, foreign trade customer groups are undoubtedly an integral part, and all kinds of professional exhibitions is the best way to expand the foreign trade market."

Dai Jianrong said.

Although the foreign trade market is not optimistic, but through the accumulation of two years ago, Cheng said that some emerging foreign trade markets provide them with potential markets, especially in Southeast Asia and South America.

In this year's domestic sales are bad, both inside and outside, and walking on two legs for the development of solid shoe material has injected a thriving vitality.

Hongtai: speed up the development of new products

Facing the market downturn, Hongtai tries to locate the future market position through positioning, and locates products mainly in outdoor and tennis shoes.

However, although positioning outdoor and tennis shoes, but as upstream suppliers, can not stick to positioning, or need to make some adjustments according to customer groups, after all, customer-oriented, even the latest styles of research and development must meet the real needs of customers, especially in Jinjiang, as suppliers want to lead the market material trend still need to go a long way, is still supporting the main.

Since it is a complete set, speed is very important.

This year, Hongtai has stepped up its product development efforts. It is expected that the new products will be available in October, hoping to open the market through new products and win customers' recognition.

Three sta: upstream and downstream extension of other industries

"There are many shoe companies in Jinjiang, and there are numerous bits and pieces produced every day.

These are resources. I always think about how to recycle these leftover materials and generate more benefits to get through this crisis.

Ding Jinshan said.

{page_break}

Ding Jinshan said that during the winter season of shoe materials, the development of industry has opened up a market situation for enterprises.

He introduced that three sta had a "China EVA recycling reuse industrialization R & D base", which has recovered hundreds of tons of scraps and waste plastics that can be recycled every day.

These foams, produced by recycling and reusing, have been used in industries other than shoe materials because of their better performance and better quality.

It is understood that three sta has begun to supply new foam products for toys, fitness equipment, aquatic products, gymnastic mats, bags and bags, automobiles, ships, building decoration and other shoe materials.