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The Three Elements Of Shoe Industry'S Development And Development Are Technology, Innovation &Nbsp, Marketing.

2011/4/19 10:52:00 67

International Shoe Expo Innovation Marketing

The thirteenth China (Jinjiang), known as the barometer of China's footwear industry

International Footwear Expo

In April 18th, the curtain was opened in Jinjiang, Fujian.

The shoe Fair will be hosted by the Fujian Provincial People's government, the China Council for the promotion of international trade and the China Light Industry Federation for a period of 4 days. The exhibitors include shoe makers, shoe and finished footwear enterprises, and research institutes related to footwear industry, information dissemination agencies, and e-commerce organizations.

Jinjiang is the most concentrated area of sports shoes in China, with 12

list

Company, more than 300 brand enterprises,

Anta

361 degrees

XTEP, Xi De long, and so on.

At this year's exhibition, all brands have produced the most proudly marketing cases to demonstrate brand appeal and market orientation.

Anta and 361 degrees continue to adhere to the strategy of leading the brand building by competitive sports. The Chinese Olympic Committee, the World University Games, the CBA League and so on are the stage for their brand to gallop. In contrast, they are playing the national fitness brand, trying to avoid the crowded marketing field of competitive sports and open up a broader brand development space.

The brand is already popular among the people, and the concept of happy sports is also refreshing. Almost all the sponsorship interests of the national marathon race in XTEP are set in the arms.

From the feedback from the market, two marketing concepts have been successful.

Anta continued to maintain its high growth in 2010. Its market value ranked first in the same industry, more than HK $30 billion, and annual sales exceeding 7 billion. In terms of channel construction, it made great strides toward the "Wan Dian" target. However, Xi long long, noble bird and so on also made outstanding achievements in the two or three line market, and the terminal stores broke through 5000 in succession, and gradually dispersed the competitors of the same scale.

At the same time of marketing innovation, the pace of technological innovation of Jinjiang shoe enterprises has not slowed down.

Big shoe companies set up their own R & D centers, and cooperate with upstream enterprises and research institutes.

At this shoe fair, special scientific and technological achievements exhibition and trading hall has been set up.

Dozens of scientific research achievements from Sichuan University, Xiamen University and other institutions were introduced.

These technologies are mainly focused on the improvement of shoemaking process, the invention and innovation of shoe material.

The footwear manufacturer, the shoe manufacturer, is also developing and innovating equipment and production processes according to the needs of shoe manufacturers or importing advanced technology from abroad.

Shengda Group's new Kai Jia Machinery, which provides equipment support for leading enterprises such as Anta and 361 degrees, is also a R & D partner of these enterprises. "Only technology keeps pace with the needs of enterprise development, can we have stable customer sources, rely on pulling ties, and survive, but can not develop."

Its general manager Su Yiyang said.