Wenzhou shoe companies grab the second and third domestic market

“This time it was originally intended to display and publicize the corporate brand image. I never expected that there would be more than a dozen second- and third-tier market department stores interested in our products.” Teng Zhijie, deputy general manager and general manager of the marketing company, told reporters that department stores It is difficult to open the shopping mall channel in the early stage, and the market incubation period needs at least 3 to 5 years. However, as long as the department store channel is opened, the post-maintenance is easier. At present, they are preparing to produce targeted products for these shopping malls.

The three-day exhibition of the 99th China Leather Goods Trade Fair and "Famous Shop" docking show closed in Shanghai last week. Wenzhou participating shoe companies found that compared to previous years, fewer high-end department store bosses, more than the second and third line market department store professional buyers, and the docking scene is more lively and direct.

Chen Xianjing, the person in charge of the Paul Gatti footwear for the third time, said: “This year’s results are the best because the customer groups are more targeted.” Chen Xianjing said that during the last two sessions, he could use the "To describe. This year, the company targeted more than 200 department stores, chain shoe store managers and veterans, and has a strong focus in terms of goods and display. Therefore, the docking effect is very good.

Wenzhou City Kangnai, Aokang, Spider King, Ritai, Paul Gaidi and other participating shoe companies said that for several consecutive years of exhibitors, the most cooperation, the best, it is these second and third tier market department stores, chain shoes city. This exhibition has accelerated their terminal layout in department stores and chain shoe cities.

Why Wenzhou shoes will be favored by the second and third line market department store? Fan Yanru, deputy secretary-general of the China Department Stores Business Association, gave such an answer: With the increasing awareness of intellectual property protection, the so-called international brands such as crocodile and woodpecker in the second and third tier department stores have lost their space to survive. Gradually exit the market and give more new demands. These department stores are mainly based on volume, which is exactly the same as the characteristics of Wenzhou shoes. Wenzhou shoe companies are mostly based on volume, and have long product lines and large age spans. Moreover, in the past few years, Wenzhou Shoes has been accelerating the establishment of direct-operated stores, specialty stores, and chain stores. It has occupied large and medium-sized cities in China, and its store resources tend to be saturated. It has also begun to search for new opportunities for expansion.