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transformation and upgrading of the wave, Houjie traditional industries continue to introduce new models, opened up an independent production, independent brand, independent marketing of domestic channels. According to statistics, at present, the town's more than 300 furniture, shoe-making enterprises in the domestic second tier cities opened direct stores or franchise stores reached more than 15 thousand.
own brand controls "pricing power"
there are ten pairs of shoes from Houjie in the world. As the "world shoes capital", Houjie annual output of more than 300 million pairs of shoes, accounting for the global 1/10, exports accounted for 1/3 of the province. Who would have thought that Houjie shoe prices have been OEM production, export was not "pricing"?".
under the forced mechanism of the financial crisis, Houjie shoe enterprises continue to improve their independent innovation capability and upgrade their products, so as to seize the domestic market with their own brands. The day before was awarded the upgrade demonstration enterprise for the city of Qi Sheng shoes, with its independent research and development of more than 20 brands, broke into a class of domestic shopping malls all first-tier cities, brand stores exceeded 180.
company chairman Yin Jiqi said that in the next 5 years, Qi Sheng capacity will increase by 300% on the basis of the existing 2 million pairs of annual output, and plans to open 600 stores nationwide, sales increased by 400%.
furniture enterprise channel sink to three or four lines
the same channel war, in Houjie another traditional furniture industry, seems to be more intense.
"who has mastered the terminal, who wins the future."." Chen Xichang, deputy general manager of Arts Furniture told reporters that in the first half of this year, they have completed the formulation of the previous year's brand store expansion plan, is expected this year's domestic market share will grow by 10%. "Now we have opened more than 10 brand stores in a second tier city, and we hope to reach more than 80 in 2 to 3 years."
however, Chen Xichang said, placed in front of Chinese arts furniture, will be "restriction order" challenges. Since last year, the domestic real estate "purchase order" after the implementation of the downstream line furniture market has a direct impact, now "restriction" is gradually to the two or three line of the city expansion, which means that the furniture enterprises must sink to deeper market channels.
furniture enterprises have been prepared for this. Shengsen furniture Ltd. marketing director Zhu Xiaokun told reporters, Mori Mori furniture market in the coastal areas mainly in developed areas form a dense network of stores. Since last year, Mori Mori furniture expanded to the central and western regions, "deep plowing" three or four - line cities.
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