Quanzhou Sports Brand Plays The Banner Of Regional "Genuine Products", Footwear Industry Must Dress Up To Dress.

< p > the idea of setting up Taobao Quanzhou < a href= "//www.sjfzxm.com/news/index_c.asp" > sports brand hall < /a > has existed for a long time in the heart of president of Quanzhou footwear industry association and President of XTEP (China) Co., Ltd. Ding Shuibo.

< /p >

< p > "the sports equipment industry represented by the shoemaking industry in Quanzhou has an annual output value of more than 130 billion yuan. This is the sports equipment production base with the most concentrated domestic brands, the most perfect industrial chain and the most competitive.

However, with the rise of e-commerce, the disadvantages of traditional marketing methods are gradually emerging.

This requires our enterprises to make timely adjustments. "

Ding Shuibo said.

< /p >

< p > a bright data supports Ding Shui Bo's view.

Take Quanzhou's largest sporting goods industry as an example. According to incomplete statistics, turnover of Taobao and Tmall exceeded 1 trillion in 2012, of which sports goods accounted for 30 billion, and this year's data is expected to grow further.

But the domestic sporting goods boss Anta's sales in 2012 are no more than 7 billion 623 million yuan.

< /p >

< p > at the same time, there are many fake products on the online platform, customers can not identify the true and false, and the volume of online brands such as XTEP and Anta account for less than 5% of the platform, which is very damaging to the Quanzhou sports brand.

Under such circumstances, the establishment of a more credible network sales area has realistic needs.

< /p >

< p > "a sub area set up in Taobao's sports outdoor channel to promote and sell outdoor sports brand goods in Quanzhou area.

The Quanzhou sports brand hall brings together enterprises and extends the concept of "big brand". It is committed to creating a brand new sports culture atmosphere. Through the guidance of sports fitness and sports culture for consumers, it will re establish consumer awareness of sports and life, thus further promoting the two development of sports industry. It will also become an important base for Quanzhou shoe and clothing enterprises to expand online sales and promote online brand.

Quanzhou Footwear Industry Association vice president Li Haiting introduced.

< /p >

< p > the opening of Taobao Quanzhou sports brand hall is just the beginning. For the Quanzhou sports brand, they prefer to have an equal dialogue with the platform merchants in the form of Baotuan.

< /p >

< p > "very simple reason, if only one or two brands to Taobao or other platform business negotiations, may not have much of the right to speak.

But if the brand of the whole region is united, the resultant force will not be underestimated.

This is the view that Li Haiting has always embraced.

< /p >

< p > the Quanzhou sports brand hall has obtained some very favorable resources from Taobao. This is the strong evidence of this view: Taobao official provides Taobao official special certification system service for the Quanzhou sports brand museum business, and stores in Quanzhou sports brand shop have exclusive store logo to ensure that the brand business is very high; in the Taobao sports outdoor brand area, the Quanzhou sports brand hall is an independent sub channel, and sports outdoor brands are placed side by side in the sports outdoor brand; and the major activities such as gold coin, Taobao and so on are launched regularly, and Quanzhou brand special activities are launched on a regular basis.

< /p >

"P >" the establishment of Taobao Quanzhou sports brand hall has made us more firmly believe that this way is correct. In the future, we will continue to talk with other e-commerce platform providers in this way, and strive for more concessions for local sports brands. "

Li Haiting said.

< /p >

< p > < strong > dialogue < /strong > < /p >.

< p > < strong > Yu Li: force electronic commerce < /strong > < /p >

< p > < strong > < a > href= > //www.sjfzxm.com/news/index_c.asp > > shoes > /a > dress up > /strong > /p >

< p > in the field of electronic commerce, what stage is the development of Quanzhou's sports brand now? What are the factors that restrict the development of Quanzhou's sports brand in a faster way? In the 18 Taobao summit of Quanzhou sports brand hall and the "third changes of shoemaking development" summit, Alibaba vice president Yu Li gave her own answers.

< /p >

< p > reporter: from Taobao's monitoring data, what stage of the development of Quanzhou's sports brand in the e-commerce sector? < /p >

< p > Yu Li: if we simply look at the sports category, Quanzhou's sports brand will undoubtedly move ahead of the rest of the country in the e-commerce brand. Several major sports brands have upgraded the electronic commerce to the strategic height of enterprise development.

Although the number of e-commerce sales of several major sports brands accounts for only one digit of the total sales volume, the annual average annual growth rate is basically over 100%.

< /p >

< p > however, compared with the clothing industry, the development of sports brand in the field of electric business is still lagging behind.

From the industry as a whole, the clothing industry electricity supplier sales accounted for more than 20%, this is a very bad data.

< /p >

< p > reporter: in your opinion, what are the factors affecting the rapid development of a href= "//www.sjfzxm.com/news/index_c.asp" > sports brand < /a > e-commerce? < /p >

< p > Yu Li: before the sports brand is too dependent on nationwide distribution system, or entity terminal.

This problem is not only encountered by sports brands in Quanzhou, but also by sports brands in other regions.

For enterprises, the development of e-commerce and offline entities will inevitably conflict on prices, styles and so on. When conflicts occur, enterprises often have difficulty in making trade-offs.

< /p >

< p > in this respect, the development of garment industry in e-commerce can give some reference to sports brand.

More than 95% of the apparel industry's initial sales were mainly on stock.

For those enterprises that first hit the Internet, if they did not clean up their inventories through Internet sales, enterprises would not be able to return the funds, and then they would face major problems of life and death.

In this round of "Internet shock", many enterprises have found that simply selling inventory on the Internet can not meet the needs of consumers, thus producing a batch of enterprises specializing in the design and production of clothing and products for online sales, which is the earliest batch of "Amoy brands".

< /p >

< p > sports brand, if it wants to develop rapidly in the field of electronic commerce, can not be regarded as a stock sewer, but should be regarded as a sales channel as important as offline entities.

< /p >