Xie Rongfang, Executive Chairman Of Wenzhou Shoe Leather Industry Association, Talking About Fashion Marketing

In Xie Rongfang's view, the shoe leather industry is the leader of the fashion industry in Wenzhou. Wenzhou accounts for six of the ten largest shoe companies in China. They are Kangnai, AOKANG, red dragonfly, east art, Gleda and Yi Kang. The brand agglomeration occupies half of the leather industry, and the marketing network is spread throughout the world.

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Under the background of China's fashion capital, in the face of fierce competition in the domestic market, Wen enterprise marketing should take culture as the leading factor, and realize the pformation from quality marketing to brand marketing, and then to fashion marketing.

To this end, the shoe and Leather Association has launched ten series of activities this year, namely the 2014 China shoes capital brand innovation summit, holding the nineteenth International (Wenzhou) leather, footwear, shoe machine exhibition, launching hundreds of shoes fashion brand exhibition, recommending the ten fashion shoes brands of Chinese shoes, carrying out 2014 AOKANG cup fashion capital leather creative design competition, participating in the Wenzhou International Fashion Expo, and selecting Wenzhou brand of children's shoes into the "China's ten major brands", and building Wenzhou footwear industry.

Innovative service platform, planning China Shoes Capital design and development center, and the construction of China Shoes City e-commerce city.

Briefly speaking, this year, the association will standardize and scale up some specialized markets. For example, the shoe shoes China, the shoe shoe city, the international shoe city, which sells the finished shoes, has been successfully opened.

Secondly, it will guide more enterprises to realize the integration and intellectualization of marketing, so as to realize the individualization of consumption.

In this regard, Kangnai, AOKANG and red dragonfly have already been at the forefront.

For example, the Red Dragonfly promotes the integrated store mode, changing the way of single store sales of single products in the past.

Clothing, accessories and other products are sold in the same store; Kang's newly opened "respected Pavilion" has greatly upgraded the terminal stores, and has increased the interactive experience of consumers; AOKANG has introduced tailor-made...

These are the trend of fashion marketing, and deserve to be vigorously promoted.

Finally, the association will make efforts in the field of electronic commerce. The joint industry leader will create an electronic sales platform for the whole industry. It will be temporarily known as the e-commerce city of China shoe capital, and will realize Association guidance, enterprise investment and market operation.