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Wenzhou shoe enterprises enter shopping malls to taste the sweetness

in recent years, great changes have taken place in the domestic retail format, and large shopping malls have gradually become the mainstream consumption channel of dominant brands, and began to affect the consumption trend of urban residents. As a gathering place of domestic national brands, Wenzhou has a large scale of shoes and clothing industry and a large number of brands. Many enterprises, such as Gilda, Aokang and baoxinniao, have made new breakthroughs in improving the overall brand image and comprehensive strength

at present, there is no accurate figure on how many Wenzhou shoe-making enterprises enter the shopping malls, but it is a recognized fact in the industry that shoe enterprises enter the shopping malls gradually. According to a material provided by Wenzhou Economic and Trade Commission, in 2009 alone, 52 enterprises and 80 Wenzhou product brands entered 792 shopping malls across the country, with annual sales of 1.0412 billion yuan. Among them, Wenzhou shoes account for more than half. 1n Tianjin Maimai Times Square, 23 Wenzhou enterprises have settled in, and Wenzhou famous brand shoes such as Kangnai are popular with consumers. Kong Lingwen, director of Commerce and trade of Wenzhou Economic and Trade Commission, told reporters that Aokang, spider king, Jierda and other shoe enterprises have successfully entered the Northeast business, Beijing contemporary, Chongqing Pacific, new century department store, Shanghai Bailian, Beijing Wangfujing and other systematic shopping malls

some well-known shoe enterprises began to taste the benefits of entering the market, and the sales performance has increased to a certain extent. The sales revenue of Aokang in 2008 was 1.45 billion yuan, which increased t2.053 billion yuan in 2009; The sales revenue of Red Dragonfly reached 1.706 billion yuan in 2008 and 1.947 billion yuan in 2009; Kangnai’s sales revenue wa2.1 billion yuan in 2008 an2.23 billion yuan in 2009

it is not easy for shoe enterprises to enter department stores. 1t has been a long time since China’s famous brand shoes were rejected by the high threshold of domestic high-end shopping malls. Generally in the second and third tier shopping malls, the first tier shopping malls are almost all foreign famous brands. Because of this, most shoe brands choose the monopoly system as the sales channel. However, the high operating costs of chain Monopoly continue to devour the profits of enterprises, and shoe enterprises have been looking forward to breakthroughs in other ways

not only that, a person in charge of a Wenzhou shoe enterprise told reporters that the homogenization problem of Wenzhou products is more prominent now, and many brands “collectively appear” in a mall, which is easy to produce a state of homogenization competition. Although after years of development, Wenzhou shoes have gained a certain popularity in the country, few of them can compete with the first and second tier brands at home and abroad. Another shoe enterprise manager sighed: mature property is more difficult to find. From the current situation of enterprises selling in shopping malls, many of them are still in some newly developed shopping malls and commercial streets. Some of them enjoy good treatment at the beginning, but once the “warm-up” period of shopping malls is over, they will be “marginalized”

for foreign trade shoe enterprises, the use of large-scale sales in department stores and the establishment of brand image in relatively high-end retail channels can lay the foundation for the sustainable development of domestic sales of foreign trade goods. However, foreign trade enterprises will also face many problems in opening up domestic sales channels. The traditional marketing mode through the agent channel separates the “production, supply and marketing”, and the operating cost is relatively high. The direct marketing mode is conducive to reducing the cost. Therefore, most foreign trade enterprises choose direct business mode

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