Quanzhou Shoe Enterprises Accurately Positioning And Rapidly Enter The Domestic Market

The "Yue Shi" outdoor brand has entered the domestic market for nearly 20 years. The Quanzhou Jingyi shoes and Garment Co., Ltd., which has made nearly all the history of sports shoes in the past nearly two years, launched the "YES" outdoor sporting goods brand in August this year, and officially entered the domestic market.

At the same time, lean has stopped the operation of all export markets and focused on brand building in the domestic market.

In this year, a large number of export shoe companies are scrambling to sell domestically, and when market competition becomes more intense, why should lean give up foreign sales and put all the strength of enterprises in the uncertain future domestic market?

In this regard, the reporter interviewed the "Yue Shi" brand marketing director Ye Xiaorong.

What is "breaking the boat and sinking the boat"?

"All exports go all in one piece, all of them stop and go into the domestic market". The determination to make a domestic brand is admirable. But this desperate development is also worrying.

If the domestic market is not well developed, where is the basis for lean living?

Ye Xiaorong said that when the lean is turning to the domestic market, the enterprise leadership has already had a long-term development plan.

In the first two years of brand development, it will be a debut stage for the brand, and the company has already prepared for the corresponding investment.

Enterprises can not profit, as long as the brand is well managed, and make their own brand value, it has achieved the development goal.

In addition, enterprises are doing off-season production while exporting products. While developing the domestic market, they adopt the "speed marketing strategy" to operate the products of enterprises as "live fish", and sell them in real time and sell them in a timely manner. The operation of enterprises' funds is quicker and also reduces the operating pressure of enterprises to a certain extent.

So that the development of corporate brand space is greater.

Accurate location selection is more important than effort. The lean company's development adjustment is two years' in-depth investigation and subdivision of the domestic sporting goods market. According to Ye Xiaorong, there are more than 30 thousand enterprises producing sports products in China, and only more than 200 enterprises produce and operate outdoor products, most of which are agents for producing outdoor brand.

There are few brands of autonomous outdoor products.

Therefore, outdoor sports is a market with great potential and rapid development.

Foreign brands occupy the high-end market of outdoor sports. Domestic enterprises are basically making low-end brands, while "Yue Shi" is positioned in the middle end products.

Thus there is greater room for development.

As an export to domestic enterprise, there are no suitable products and no sales channels. In the face of fierce competition in the market, development is very difficult. Many enterprises can only rely on low prices to rush to the market and barely survive.

But in August, when the "Yue Shi" brand was launched in China, 13 regional agents were rapidly developed and more than 200 terminal marketing outlets were launched.

Ye Xiaorong said that sometimes "choice is more important than hard work". For dealers, the most important thing is to choose a brand product that can be bigger and stronger in the market.

In the process of speeding up production and sales from export to sale, the interior of the lean company has also been greatly adjusted. From grassroots level to leadership level, personnel have been thoroughly optimized.

At present, a strong domestic sales team has been set up to speed up the production and sales links of enterprises.

On the basis of production standards of famous brands abroad, a new standard of product quality in enterprises has been worked out, which will pay more attention to product quality.

In terms of product development, at present, the shoes of Yuet Shi products are produced by their own supporting enterprises, and the capability of independent research and development is strong. "Yue Shi" has developed 2 shoe sole patterns according to the outdoor terrain features of China, and is ready to apply for patents.

Ye Xiaorong finally said that the development of lean companies will not only be confined to outdoor sports products, but men's outdoor leisure products will be another focus of lean future development. In the future, lean companies are also planning multi brand action strategies for enterprises.

"To do better, always maintain a champion's heart."

Keep breaking through yourself. "

It is the motto of the development of lean companies.