Brand Sports Shoe Companies "Meddle" In Men'S Wear Market

Not long ago, P, an old brand "a href=" //www.sjfzxm.com/news/index_c.asp "> shoes material < /a > Jinjiang Baxing group held a new tasting of fashion casual men's wear, which aroused widespread concern in the industry. From shoe material to men's clothing, the span of Baxing group seems a bit big. But Baxing is not an example. Since last year, sports shoes such as flying, quality and so on have opened the market for men's wear. < /p >
< p > < strong > > a href= "//www.sjfzxm.com/news/index_c.asp" > men's wear > /a > market < /strong > /p >
< p > < strong > profit is relatively high < /strong > < /p >.
< p > "from shoe material production to men's wear brand, we are not following suit and advancing." Although the brand was established at the beginning, once encountered many questions, Lin Liying, general manager of Baxing shoe material Co., Ltd. and idman's men's wear helm, have confidence in the men's clothing market. "Compared to the saturated sports shoes and clothing market, men's clothing market has more diversified characteristics, greater market space and higher profits." < /p >
Like P and Baxing group, the transformation of flying international also emphasizes the space and profit of men's wear market. "After 2008, the market of sports shoes and clothing has cooled down. A number of shoe enterprises have begun to consider the way to break through in adversity. The leisure men's clothing market with large market space, high profit margins and high cultural added value is undoubtedly a good breakthrough." Lin Wenjian, chief executive officer of flying international, said CEO. < /p >
< p > it is understood that before 2012, the main business of the international business includes three aspects: independent brand flying sport shoes and clothing, shoe material production, foreign trade foundry. In the second half of 2012, flake international created the American casual menswear brand, flake, and began to go to the first and second tier cities. < /p >
< p > < strong > > a href= "//www.sjfzxm.com/news/index_c.asp" > channel layout < /a > test is < /strong > /p >
< p > "at present, the retail price of some menswear brands in China has been linked to international brands, and profit margins are evident. In addition, the brand tier of domestic men's wear has not yet been formed, giving new brands access to space." From the observer's point of view, Xu Tengda, general manager of Tianlun Tian, also thinks that the men's clothing market is a tempting cake. < /p >
< p > however, how to eat this cake is the comprehensive operation ability of the enterprise. For Baxing shoe materials, from sole production to men's brand operation, we need to face not only the reorganization of production, design, sales and other departments, but also changes in operational thinking. To this end, from the end of last year's brand establishment to the present, Lin Li Ying's part of the work is still to adjust the product style, "on the one hand, constantly improve the designer team, on the other hand, through market inspection, adjust the design style of the product, and finally make clear the positioning of European and American light breeze." < /p >
< p > the focus of international adjustment is in the channel mode. "Before the establishment of flake, the business mode of the brand is brand + wholesale, and now we are turning to brand + retail, brand + Internet." Lin Wenjian said. However, the establishment of new channels is a test for enterprises. "We renovated an experiential shop in Jinjiang and invested more than 1 million yuan to enter the shopping mall with brand positioning, and the threshold is also higher." < /p >
For this reason, Lin Wenjian put forward a relatively conservative strategy. In 3 to 5 years, he created the regional brand of the growing triangle area, adopting direct and joint mode, with 150 to 180 stores in P. Adoma's men's clothing is also more prudent in the layout of the channel, not focusing on quantity but focusing on store effectiveness and brand building. < /p >
< p > < strong > need to make good use of existing resources < /strong > /p >
< p > in the face of the leap from Quanzhou shoe enterprises to men's wear, Yang Shuqing, Professor of the school of Business Administration of Huaqiao University, said that enterprises should broaden their business areas according to market orientation, which is a good path to promote the development of enterprises. < /p >
"P >" but this transboundary transformation also faces certain risks. "First is the risk of capital, because a lot of money invested in new brands may result in a shortage of funds. Secondly, there is a risk that consumers can recognize in the process of brand building; third, the risk of management team, whether entering the new field, whether the original team can be applied, and whether it needs to introduce new teams; fourth, channel risks, facing new fields, channels may change; fifth, the risk of consumer market groups, if the new brand positioning is inconsistent with the original brand positioning, consumer groups will change." < /p >
< p > How can we make the transformation path more smoothly? Yang Shuqing said, "be good at making use of existing resources. For example, the transformation of Jinyuan women's clothing is extended from women's clothing to women's shoes, women's bags and accessories. These extended products are consistent with the original style positioning of Jinyuan women's wear, and are a series of matching based on women's wear, which has achieved good results. < /p >