Quanzhou Textile Footwear Industry Leading Transformation And Upgrading

　　 " Brand retail "Driving profit growth"

It is no exaggeration to describe the transformation of Quanzhou's textile and footwear industry in the marketing channel in the past few years.

In the first half of this year, the retail sales of the retail outlets in the city decreased by 158, while the nine herd kings closed 73 retail stores, and the number of seven wolves was 347. Anta It took more than two years to cut down nearly a thousand stores.

Behind the seemingly bloodshed "market killing" is Quanzhou's textile and footwear enterprises playing a "turning around" in the field of retail transformation. When the industry enters the cold winter, Quanzhou The shoe and clothing Corps chose to shift from "brand wholesale" to "brand retailing". The reform of the supply chain and brand strategy began, and the organizational structure was close to consumers, and the competitiveness of terminal shops and retailers was enhanced.

The fruits of the reform are being picked up. Several leading enterprises have basically completed the transformation of the supply chain and the transformation of the business mode. Anta has achieved double growth in turnover and profit of over 20%, and has signed cooperation with the gymnastics management center of the State Sports General Administration. PEAK has widely opened more internationalized seventh generation stores and promoted net profit growth by 30%; in the case of a slight decline in turnover, the profit has not risen, reaching 248 million yuan.

While the number of stores is decreasing, it is a new leap in quality. "The quality of the store, including location, size and interior decoration, is more important than the number of shops." Ding Shizhong, chairman and CEO of Anta sports director, has introduced the transformation ideas of textile shoes and clothing enterprises. Music, coffee, magazines, WiFi, iPad... This is the leisure service that consumers can enjoy in the CABBEEN menswear store after the store has been upgraded. "Let customers stay in the shop as long as possible." More and more shoe and clothing brands pay more attention to store marketing details, optimize experience service and fine customer management, so as to consolidate core customers and ultimately achieve the goal of increasing sales volume.

"Big shops" are swagger, and the "small screen" is also thrived. When e-commerce opens up a new chapter of "micro shopping", Quanzhou textile shoes and clothing enterprises have taken the lead in testing water. The "app test system" is launched by the powerful man's men's clothing, which helps consumers quickly locate their dress styles and give collocation recommendations. Jinyuan women's clothing is first settled in the "Tencent micro shopping" public account, locking the young consumers of mobile Internet. More and more traditional enterprises are perfecting their marketing channels through micro shopping and APP applications to optimize the consumer experience.

　　 "Blue ocean market" to speed up the release of capacity

The name "sun sea" appears to be seen in the Quanzhou textile shoe and garment Legion. However, it is such an obscure small business that has created billions of exports a year. Taking advantage of the perfect production and supply chain, basing ourselves on the professional field, taking the industrial chain coordination and market segmentation Road, let the production capacity be released freely in the new market layout. This is the survival rule that the vast majority of small and medium-sized enterprises are groping out in the tide.

"The competition for footwear and subcontracting is fierce, so we selectively pick up some smaller orders. Gradually, I found that some European and American markets demand more and more special clothing such as running and riding, so they decided to do this in transition. In the overall situation of the industry is not optimistic, sun Hai chairman Ding Siquan keenly captured the hidden business opportunities in the crisis. Thanks to the precise market positioning, the sun Hai not only won the major international brand professional running, riding and football equipment production orders, but also built up its own brand in the field of outdoor sports, and the sales of running apparel has become the top three in the domestic market. And in Quanzhou, along with the sun and sea, there are also professional outdoor new troops such as lvdon, San flee, and Tian Lun Tian.

"Blue ocean" is not only outdoor sports, but also children's clothes. This year, Anta children's sporting goods store has increased by 176, nearly 1000 in the whole country, and the children's clothing is regarded as an independent business and stores close to two thousand. The XTEP also works hard in the field of children's clothing, not only working with CCTV children's channel, but also sponsoring the children's programs of many TV programs. At present, all brands of children's sporting goods series are in a steady growth trend.