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Optimize the industry, the supply chain to identify the brand needs of the brand

Source:QiangxingAuthor:QiangxingRead: Time:2015-06-14 09:58

Recently, a number of shoe-making industry supply chain upstream and downstream enterprises gathered together on how to optimize the upstream industry, backstepping shoemaking industry segments and production line optimization problems are discussed.The participants agreed that the footwear supply chain should be picking up the banner of innovation, strengthen and enterprise brand communication, timely understanding of line of the market demand, improve footwear supply chain overall fluency, adapt to the needs of the industry, response to the current shoes industry competition intensifies the situation.Vice president of the Chinese Academy of leather and footwear industry and Beijing in skin Tianyuan Technology Co., Ltd., general manager of Duan Limin, Anta Sports Products Co., Ltd. footwear operations center supply chain is responsible for Zhang Xixiang, industry elite Maotai (Fujian) Shoes Co., Ltd., general manager of Ding Sien, buildspark (Fujian) Shoes Co., Ltd., general manager of Ding Shucong, and Jinjiang Hua Chun shoes machine limited company chairman Su Chengyao etc. in the the discussion.

View: the supplier is the shoe industry innovation brain "

Shoemaking industry supply chain although is a shoe-making industry segments. However, is involved in the field is very wide, are closely related to each link, interlocking, both brands or upstream suppliers should enhance mutual understanding of each other, we integrate resources effectively improve the supporting system of supply chain, eventually through product presented to the consumer brand.Responsible Zhang Xixiang Anta Sports Products Co., Ltd. footwear operations center supply chain said, three years ago, many local shoe enterprises trapped in capacity limitations, have moved to inland production base, the domestic shoe industry chain began to appear to migrate, in the migration process, many inland of supply chain coordination problems began to haunt the local shoe enterprises.Because most suppliers only trader, independent research and development and production efficiency there is no way to meet the needs of the corporate market, so they began to seek some large independent R & D and production capacity of over suppliers do supplying.

In Zhang Xixiang's analysis, these suppliers whether the new product development capabilities, or product testing and quality management and control capabilities, the strength is obvious to all. Today, they are basically detected from research and development, production and sales, has built a complete industrial chain, only choose to set up a good fit for their supply chain, in order to have the ability of re replication, in order to achieve the layout of the domestic footwear industry,of course, how to achieve innovation in the footwear industry supply chain, how to seek shoes supply chain enterprises in the field of integration of resources, how to seek innovation and environmental protection products, these are next shoe industry supply chain enterprise in sustainable development to complete the primary task.He said that as the shoe industry continues to innovate the brain, shoes chain suppliers, should learn to integrate the supply chain areas of effective resources, so as to better serve the brand enterprise.

Viewpoint two: the rapid response of control production cycle

In the future, the establishment of the continuous innovation and rapid response mechanism of the industry chain will become the two important factor to keep the industry chain leading edge.Zhang Xixiang said suppliers must learn to provide more innovative products or processes to brands, rather than passively follow the trend in the development of the market, the supplier should stand in the angle of the source of the industry leader, leading the industry continue to enter the new trend of new technology, promote the brand innovation, achievement pioneer style. To this end, he suggested that entrepreneurs, to learn to integrate effective resources. For each link in the supply chain, even if it is from the beginning of the procurement of materials, everyone should strict control production cycle, to change the traditional mode of management, standardize the process, push the enterprise forward to the specification standard, improve operating efficiency, so as to satisfy the demands of the market reaction, to promote the development of downstream brand enterprises that are responsive to the fast paced fashion product line, do not rigidly adhere to the original scale of production, to flexible production line to return a single high speed production.

"At present, the domestic first-line brands are in the update equipment, improve the level of science and technology, faster to achieve the transformation and upgrading. In the strong lined market to occupy a place is not an easy task. Based on this, our shoe machine enterprises should constantly strengthen of high-efficiency equipment products R & D, to extend the life cycle of products to help shoe-making enterprises save the cost of human, the implementation of lean production. Jinjiang Huajun machine limited company chairman Su Chengyao said.

Maotai (Fujian) Shoes Co., Ltd., general manager of Ding Sien also mentioned, now because of a bad year, enterprises need to seize this opportunity to do some basic work. For footwear enterprises, for in this round of "knockout" to survive, to get recognized brand footwear enterprises. The key is the enterprises should attach importance to technical research and development, product innovation, and relies on a complete set of quick response system. In this way, improvement in the market for multi enterprise to jump on.

Point three: shoe product development available mass customization "

Along with the market capacity of China's shoe market, the shoe style is endless, the category is increasing, the shoe market is finer, the footwear consumption trend is becoming more exquisite and personalized.. Take the sport shoes as an example, the sport shoes that early produced can be used for running, can be used to play basketball, travel, can even wear to work." Vice president of the Chinese Academy of leather and footwear industry and Beijing in skin Tianyuan Technology Co., Ltd., general manager of Duan Limin said with the continuous development of the sports industry, and consumer demand to further improve, basketball shoes, tennis shoes, tennis shoes and so on professional sports shoes are increased, functions are more single, sports shoes as the representative of the footwear market is divided into finer. In his view, the market segmentation is a very important and effective way to explore the market opportunity, develop new market and discover new business opportunities in marketing science.. According to different people to buy characteristics and buying behavior will be divided for different target customer group, thus for the subdivision market take customized marketing strategy to meet the unique needs of people, in order to obtain a good effect on the market.

Consumer demand characteristics become the basis for shoe enterprises segment market." He said, on the one hand, the existence of customer demand differences, the difference between different customers is not the same as the demand. In the market, consumers always want to buy their own products according to their own unique needs. Because of the geographical position of consumers, the different social environment, their own psychological and purchasing motives, the differences of the price and quality of the products are caused.. At the same time, people in the same geographical condition, social environment and cultural background formed the same demand characteristics and consumption habits.. Because of the same or similar consumption requirements in some ways, the footwear industry can be aggregated into different groups of consumers by certain standards. This demand difference and the convergence of the demand, so that shoe prices can be targeted for the market division.

People have more and more shoes for the foot, the enterprise is limited by its own strength, it is impossible to provide the market with products and services that can meet all the consumption needs.. In order to compete effectively, we must segment the market, select the most profitable target market, concentrate the enterprise resources, and develop effective competition strategy to gain the competitive advantage.." Duan Limin said that the arrival of the era of subdivision will make the market competition more and more intense. Therefore, whether the enterprise brand is the upper reaches of the supply chain enterprises must be with consumer demand oriented, effective exploitation of resources, mining potential customers, constantly improve the market share and competitive. He proposed shoe companies targeted footwear product development, so that the product continues to boutique, personalized and professional evolution, and ultimately achieve mass customization ".

Research and development, service, management, different enterprises have their own advantages."The tree fai (fujian) shoes material co., LTD., general manager of Ding Shucong believes that in the current transition difficulties encountered shoemaking industry as a whole, hope to be able to communicate with industry colleagues some more tips and try to build a great brand with small enterprises, resource integration, common development pattern, in order to promote the development of the whole shoe industry. Quanzhou jin ZhuangBingCan super knitting industrial co., LTD. General manager also advises that supplier enterprises should understand customer needs, according to the different market positioning to provide customized products, improve customer to product usage, create more value.