"Meddle" menswear market

Not long ago, Jinjiang, a veteran shoe business Baixing Group held a fashion casual men 's new on tasting , causing widespread concern in the industry . From shoes to men , one hundred Hing Group span seems a bit big. But baixing is not a case , since last year , flying g , and quality and other sports shoe market has opened a men's tour .shoes manufacturer

Menswear market

Relatively high profits

"From production to men's shoe brands, we do not follow suit, aggressive ." Although the brand was first established, have experienced a lot of questions , baixing Shoes Co., Ltd. , general manager , Aiduo Ma Lin shadow men at the helm of men's market is quite Quedui confident. "Relative already saturated market, sports shoes , men's market with more diverse characteristics, market more space, higher profits ."

And one hundred Hing Group , as FLYKE international restructuring, but also value the menswear market space and profits. " After 2008 , sports shoes and apparel market cooling , part of the shoe in the face of adversity began to consider seeking the way out , the market is a large space, high profit margins , high cultural value casual menswear market is undoubtedly a good break mouth ." FLYKE International CEO and CEO of LIN Jian said .

It is understood that in 2012 , before FLYKE international primary businesses include three aspects , fly g sports shoes and apparel brands , shoe production , foreign trade foundry. Second half of 2012 , founded the American FLYKE international casual menswear brand - Fleck , began to second-tier cities embarked.

Channel layout is a test

"At present, some domestic brands of men's retail price has been snapping to the international brand , profit margins can be seen, coupled with domestic brands echelon men's field has not yet formed , and gave new brands to enter the space ." Standing on the perspective of the observer , Tianlun days Hsu Tenda outdoor men's market is also considered an attractive " cake ."

However, this "cake " how to eat , the test is the company's comprehensive operational capability. For baixing shoes , the soles from manufacturing to menswear brand operations, need to face not only the production, design, sales and other departments of the restructuring , but also including operational thinking changes. To this end, the brand was established from the end of last year to now, Lin shadow of a large part of the work still to do is to adjust the product style , " on the one hand and constantly improve the design team , the other through market testing, the design of the product to adjust the final simple and clear European and American style of this positioning . "luxury shoes

FLYKE international focus adjustment mode in the channel , " before the creation of Flack , brand business model for the brand + wholesale and retail are now turning to brand + brand + internet ." Wenjian said . However , the establishment of new channels for enterprises is a test . "We renovated an experience in Jinjiang store , has invested 100 million yuan , to be stationed with the brand positioning to match the mall , the threshold is higher ."

To this end, Lin Wenjian made ​​relatively conservative strategy, with 3-5 years time , will result in the Yangtze River Delta region to fight Fleck regional brands , with associates using the Direct mode , with 150 to 180 stores. Ai Duoma men in the channel layout is also more cautious , not to the number of goals, but pay attention to store efficiency and branding .

Need to make the best use of existing resources

Quanzhou shoe to the face of men's cross , Huaqiao University College of Business Administration Professor Yang Shuqing said that enterprises according to market -oriented, expand business areas is to promote good corporate development path .

However, such cross-border restructuring is also facing some risk. "The first is financial risk , because of the new brands invest a lot of money , it may cause a shortage of funds ; secondly , brand plastic stand process, there is a recognized risk consumers can ; Third, the risk management team , due to enter new areas , the original team can be applied , the need to introduce a new team ; fourth , channels risks , facing new areas and channels may change ; Fifth, the consumer market risk target groups , if the new brand positioning with the original enterprise inconsistent brand positioning , consumer groups will change . "

How to make the road of transition smoother ? Yang Shuqing said, " to make good use of existing resources , such as the transformation of Jinyuan ladies that extends from women's shoes, handbags , accessories, these products and extending the original style positioning Jinyuan Women consistent basis is a series of women's match , and achieved good results . "shoes supplier