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The Annual Marketing Summit Of "Beast Tyrants": The Development Strategy Of Big Brands And Small Production

2013/7/24 21:28:00 32

recently, after the first listing male a target= "_blank" href= "//www.sjfzxm.com/", "shoes /a" A share brand AOKANG announced that it will become China's leading footwear brand operator and retailer, the beast branded footwear industry is also starting to imitate AOKANG's operation mode. The annual Marketing Summit of "animal tyrants", the company put forward the development strategy of "big brands and small production", and plans to spanform the manufacturing enterprises to professional brand operators within 3-5 years. AOKANG international listed companies have sales of tens of billions of billions of years. The annual sales volume of the beast tyrant shoe industry is 1 points and several hundred million, and has never broken through 2 hundred million; AOKANG group's many brands and brands are well known; AOKANG has authorized the production of designated suppliers, suppliers can guarantee the quality of shoes. Animal tyrants are simple OEM processing. After a simple comparison, it can be identified. 
 AOKANG international is mainly engaged in R & D, production, distribution and retail of leather shoes and leather products for men and women. The company takes a vertically integrated mode of operation, takes the operation of its own brand as the core, and develops R & D and channel management as two wings, providing consumers with technology, fashion and comfortable leather shoes and leather products. After years of efforts, AOKANG international has now owned AOKANG, Kanglong, red Firebird, beautiful beauty, Wanli and other private brands, and has established more than 4500 marketing outlets, becoming China's leading shoe brand operators. 
The brand of P shoes in Wenzhou is more and more obvious last year and this year. The first-line brand has been developing rapidly. The sales of single stores have risen straightly. In the big cities, the three brands of "Er Kang", "AOKANG" and "Red Dragonfly" have sprung up everywhere. The author observed these enterprises on the spot, and the workers in factories rushed out like floods. And the second or three line brand is a sparse group of people at the door. From the market to the factory, it can be clearly judged that enterprises should do things in a real way. Some well-known second tier brands are partly leased to smaller shoe factories. 
The footwear industry in Wenzhou under the polarization of P has increased in addition to the growth of the top brands. A small number of enterprises are struggling to maintain a stable market. Most brands have entered a period of rapid recession, and the second line brands are particularly evident. The footwear industry once said that the future second line brand will be eliminated from the market, because the product and brand of the enterprise have no characteristics and no strength, and the main factor is the large input and output of the market. According to the news report, the end of May and the beginning of June are the time when many famous shoe enterprises in Wenzhou hold the order meeting. As a boss who specializes in brand processing, they say they help several brands in Wenzhou. The author visited the factory and found that there are many famous brand shoes, such as China famous brand, beast boss, and woodpecker and so on. It is further understood that there are about 50 factory workers in the factory. They produce hundreds of pairs of shoes every day. If they are busy, they will rush to catch up. 
 as the well-known brand shoes of Chinese well-known trademarks, Chinese genuine leather shoes, consumer satisfaction products and so on, which are trusted by the people, they come from these small workshops. During the conversation, it was learned that only 20% of the famous brand shoes such as animal shoes were produced by their own factories, and about 80% of them were processed by small factories or smaller workshops like them. Woodpeckers are all mainly processed. These brands are dozens of processing plants OEM, according to this saying, like the beast tyrant shoe industry such a larger company in Wenzhou processing plant nearly 30 or so, is the so-called brand shoes produced by these small workshops. It is hard to say that when it comes to quality, it is hard to say that no one can guarantee it. In the observation, the shoe next door of the processing factory is located in the high quality shoe box. In the face of the deteriorating reality of product development and production, it is obvious that small factory processing is the helpless choice of these enterprises. 
 Wenzhou footwear enterprises, which have always been famous for marketing, have always seen Wenzhou shoes account for more than 7 of China's shoe market. In recent years, under the trend of hollowing of enterprises, ignoring production and strengthening external processing has become the only choice for these enterprises. Diversified investment has made a small number of enterprises decline a large number of enterprises. As the largest shoe production base in China, Wenzhou, the shoe brands are like clouds. According to the insiders, the so-called honor can be obtained by money. The brand without strength can also spend some money on buying a famous trademark like China. Without the guarantee of quality, how to protect the brand's long-term development? Is it necessary for Wenzhou to become a brand shoe company to continue to be obsessed? In Wenzhou shoe enterprises that focus on marketing, production and quality will not keep up. Eventually, they will follow the old way of Sanlu milk powder. In the market economy that consumers are becoming more and more mature, it is worth considering.