Domestic Shoe Enterprises Should Not Blindly Follow Suit.

P, the sporting goods giant Adidas will lead its new R & D products into the US outdoor market, including a href= "http://pop.sjfzxm.com/popimg/xm/index.aspx", footwear, /a, clothing and accessories, including the 09 year old TERREX outdoor off-road shoes unveiled in Europe.

According to insiders, Adidas has already designated three agents in the US key areas: BP Associates in the Midwest, Helaman Group in the Rocky Mountains, and Frontier GroupSales in the northwest.

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"P" compared to the market capacity of sports shoes 60 billion, although the outdoor shoes market is less than 1/10, but it is better to be a small market leader than the tail of a large market.

At present, the domestic retail price of sports shoes is about 200-300 yuan, while the outdoor shoes with the same production cost can sell for about 400 yuan.

There is not much difference between outdoor shoes and sports shoes in terms of production equipment and production technology, but outdoors is superior to sports in terms of profit space.

Perhaps because of this, del Hui, Jinjiang Fuxin, Fujian and so on shoe companies have begun to test the outdoor shoes market.

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< p > "single handedly" hard to develop < /p >.

< p > in Jinjiang, there are two types of enterprises that are currently making outdoor pformation. One is the pformation from foreign trade. They have always been engaged in outdoor sports equipment production, and have rich experience in professional outdoor products. The other category is the local a href= "http:// cailiao.sjfzxm.com/" sports shoes "/a" category extended to outdoor areas, and may not know enough about outdoor industry.

Both of them are quite different for the development and processing ability of outdoor products.

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< p > no mature R & D team and management personnel are available. Enterprises should not follow suit to develop professional outdoor products.

Professional outdoor sports require high technical strength for shoes and clothing. They not only require lightweight, suitable for sports, but also have outdoor waterproof, breathable, moisture absorption, sweat, odorant, UV protection and other functions. If the functionality can not meet the requirements of outdoor sports equipment, products will not only be unsalable, but the brand may also collapse.

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< p > Enterprise pocket should be "drum" < /p >.

< p > at present, many enterprises are diversifying into the outdoor market.

Now the outdoor market in Jinjiang is a popular market line, which is the concept of "Outdoors", and the popular route requires large amounts of capital to promote brand and channel construction.

In the first year, we should invest thirty million or second years to support the channel and brand. There is a great demand for capital, but in second years, no investment will be wasted.

Without certain financial strength, it is impossible to play casually.

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< p > it is understood that a shoe enterprise in Jinjiang launched an outdoor brand last year. The initial investment was successful. The channel was spread out in 20 provinces and cities in the country. But this year, due to the lack of funds, the development of goods could not be followed up, and the agents could not sell, and the enterprises were in trouble.

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< p > holding the international brand to achieve win-win situation < /p >

< p > "lack of technical support, blindly follow suit production leads to the unsalable sales of many enterprises."

An insider introduced.

On the one hand, outdoor shoes and clothing have very high functional requirements for fabrics such as moisture absorption, sweat perspiration, waterproof and antifouling. They need strong support from upstream enterprises. On the other hand, there are not many enterprises engaged in outdoor sports functional shoe material and fabric production in China, and the constraint of new materials and production processes has become a major bottleneck in the development of outdoor products.

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< p > "when the industry chain is not formed, enterprises should cooperate with the international outdoor sports giants rather than considering their own brands."

Quanzhou footwear industry association official said, compared with the self created brand, alliance international brand can quickly open up the market, and at the same time, it has more protection in brand appeal and product function.

In recent years, Columbia, OZARK and other top international outdoor brands have been rushing to the domestic market, which has also provided opportunities for shoes and clothing enterprises to cooperate with the international outdoor brands.

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< p > in outdoor products market, outdoor shoes account for about 30%. The current domestic outdoor shoes products are generally divided into mountaineering shoes, hiking shoes, beach shoes, tracing shoes and so on, while there are more foreign categories, including golf shoes, < a href= "//www.sjfzxm.com/pioneer/" > sailing shoes < /a >, field boots, field engineering shoes, fashionable outdoor shoes and so on.

Many people think that a single shoe product is not enough to form a sales scale, so they either come to clothing, shoes, backpacks or equipment, or sell and process themselves.

The US outdoor brand CAT sells a single shoe product for us $more than 400 million annually, and outdoor brands such as Merrell and Timberland are also dominated by shoes. The annual sales are over hundreds of millions of dollars. Crocs and Deckers are also shoes companies. Sales in Crocs are US $700 million, and sales in Deckers are 1 billion 300 million.

The number of categories is not the key to sales, and sales depend on the popularity of the product.

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