Fuguiniao Marketing Company Settled In Xiamen, Taking The First Step To Promote The Separation Of Production And Marketing

Recently, China's famous footwear and clothing enterprises Noble bird The Group held a press conference on enterprise strategy upgrading in Xiamen International Conference Center. At the meeting, Fuguiniao Group officially announced that Marketing The company settled in Xiamen, taking the first step to promote the separation of production and marketing.

　 Birds fly Xiamen

To be precise, the decision-maker behind this transformation feast of Fuguiniao is the chairman Lin Heping and his family members, and the promoter in front of the stage is Xia Youqun, who is almost known among the professional managers in Quanzhou. After joining, he was awarded the deputy general manager of Fuguiniao Group and the general manager of the marketing company, becoming the engine of Fuguiniao flying to Xiamen.

Lin Heping believes that the current market pattern and competition situation decide that Fuguiniao should shift from immersing itself in production to brand operation, and choose Xiamen as the fulcrum for taking off again, for the same reason as many Quanzhou enterprises; However, it does not mean the overall relocation, but the establishment of Xiamen Marketing Company, which is under the special responsibility of the newly established operation team, to break the situation behind dealers and let the brand face consumers.

Xia Youqun, the leader of the new operation team, told the reporter that the purpose of setting up a marketing company in Xiamen was to better contact the market frontier, integrate multiple advantageous resources, and promote the market strategy of opening large stores in small cities, flagship stores in central cities, and comprehensive stores in core cities. In terms of channels, different brands are distinguished, and the current main Fuguiniao brand will sink to three Fourth tier cities compete with some popular brands and gradually introduce e-commerce systems.

　 "Nest" Building Quanzhou

The "hematopoietic" base of Fuguiniao is still in Quanzhou. The reporter learned that Fuguiniao Group currently has three industrial parks and national technology research and development bases, as well as 75 shoemaking assembly lines built according to international standards, with nearly 10000 employees. This capacity has a direct relationship with the previous focus on production and processing, and the data is close to the domestic industry leader Aokang; However, in terms of output value, it has lagged behind more than twice, let alone compared with international brands, which has a direct relationship with brand competitiveness. For example, Fuguiniao has more than 3000 business outlets nationwide, but most of them are controlled by dealers, while brands such as Aokang and Belle are mostly self built chain stores, which is a world of difference.

Quanzhou leather shoes and casual shoes enterprises are concentrated in Shishi City, and the impulse to create a brand is not unique to Fuguiniao. On November 20, the grand ceremony of Shishi Jinchang Shoes and Clothing Co., Ltd. signing a contract with Feier Orchestra ended, vowing to be the king of edge shoes brand , also blew the horn of a new round of attack.

However, some people in the industry believe that it is not yet the climax for leather shoes and casual shoes enterprises to set up marketing centers in other places. "The current pattern of the industry is very similar to that of sports brands around 2000. The market share has expanded rapidly, but the demand for products has not yet been upgraded to the consumption of quality and brands, and public consumption has a strong randomness." Mr. Shi, the marketing director of a listed company, believes that when there is no brand competition between peers, The huge investment in high-end marketing system construction is advanced, but the separation of production and marketing is also easy to cause the separation of production and marketing. The attitude of enterprises is very cautious.