Five Characteristics Of Quanzhou Shoes Market Pattern

Under the joint action of RMB appreciation, raw material price rise, monetary tightening caused by macro-control, rising labor costs, and difficulty in recruitment, some shoe enterprises in Quanzhou are proud of the battlefield, some are physically and mentally exhausted, and some are dying. Throughout the market pattern of Quanzhou shoes industry, the author thinks that it has the following characteristics: 1. The first-line brand advantage is further expanded. According to incomplete statistics, in 2007, there were about three enterprises in Quanzhou shoe industry with sales revenue of more than 600 million yuan: Anta, 361 ° and Tebu. Anta was the leading brand, and its position was further consolidated. 361 ° and Tebu formed challenges in local markets, and even surpassed them in some parts. The first-line brand will further expand its advantages in brand awareness, market share, terminal quality and management level. 2. The competition between the second and third tier brands is fierce, and the comparative advantages of each brand are not obvious. According to the survey on the market share of the second and third tier brands, the annual sales of the second and third tier brands in Quanzhou are basically between 30 million yuan and 300 million yuan, which is quite different from that of the first tier brands. 2、 Third tier brands can not form a comprehensive advantage in the national market, but can form a certain advantage in some individual markets. Due to the inherent deficiencies in enterprise scale, management foundation and network foundation, there are not many second and third tier brands that can be ranked in the first group in the short term. 3. Brand differentiation is accelerating, and some brands are declining and facing delisting. Second, due to the lack of brand management in 2008, most of them will be out of control. 4. Brand competition will be rationalized gradually. To put it bluntly, in order to become bigger and stronger in a short period of time, Quanzhou shoe enterprises often resort to vicious competition at the expense of their own money, and Assassin's mace comes one after another. After the fierce competition, the profit level of the industry is very small. In addition, the management foundation is weak, and the marketing expenses are out of control. Many enterprises even fall into losses for years. This is also the fundamental reason for some enterprises to withdraw from the market. After a round of industry reshuffle, enterprises will have to conduct competitive cost accounting, so as to move towards rational competition. 5. The speed of new brands will gradually slow down and a relatively stable competition pattern will be formed. After a round of fighting, the speed of Quanzhou shoe enterprises from export to domestic sales will slow down and the number will drop sharply. As a result of the lessons learned from the past, new entrants will become more cautious. The relatively stable competition pattern of "first-line brands competing for the top, second and third line brands busy differentiation" will be maintained for a long time. It is worth mentioning that the competition pattern of Quanzhou shoe industry is gradually formed after several years of fighting, during which the quality of enterprise owners and the subsequent derived enterprise management level play a key role in the success or failure of enterprises. Inspired by the strong words that "love to fight will win", Quanzhou shoe enterprises have transferred from export to domestic sales, and they are looking forward to building a brand kingdom in the short term. Neglecting the management basis causes the operation out of control, which makes many Quanzhou shoe enterprises feel the pain of management. Therefore, changing the extensive business model and introducing scientific management is the way to sustainable development of Quanzhou shoe enterprises.