Bao Yuan shoemaker how international brands such as dislocation resistance
Recently, the "Po-yuan shoemaker (Footzone)" well-known in the industry and consumer market getting high. This by the Taiwan's Pou Chen Group, a wholly owned subsidiary Zhongshan Bao Wei Trading Co., Ltd. is responsible for operating the footwear retail chain brand, a year ago, with Nike, Adidas and other international brands joined forces roots in mainland 4-6 line terminal the market. The "multi-brand, one-stop, family shoe" mode, in the mainland market is a new marketing model. It is understood that since June last year opened its first town in Zhongshan shop home demonstration, as of now, "Bao Yuan shoemaker" has over Guangdong, Xian, Beijing, Shanghai, and Guizhou region, 26 stores, and the launch of its multiple own-brand shoes.
Recently, in the three towns shoe museum learned that the Pou Chen Group, PCC 42 years in the foundry for more than 60 brands OEM or ODM, the world has 443 lines per second output of two pairs of Nike shoes, shoe value of the world's largest industrial base in mainland China, Taiwan, USA, Indonesia, Vietnam, Mexico and other regions.
Last year, the Pou Chen Group, sports shoes and casual shoes production reached 286 million pairs of sports shoes and casual shoes 20% share of global production. In other words, the average of every five people worldwide wear fashion brand sports shoes, have a pair is from the treasure into the workshop. And a considerable portion of which is located in three townships from Pou Chen factory.
August 2009, Pou Chen Group in Zhongshan, Zhongshan incorporated a wholly owned subsidiary Bao Wei Trading Co., Ltd., or "Po-yuan, shoemaker," the headquarters of the retail brand. This manufacturing giant, why should fully into the terminal market to create retail brand?
"This is the group's long-term diversification strategy, aiming to seize the treasure into the industry at both ends of the smile curve." Zhang Yu Chau, Zhongshan Bao Wei Trading Co., Ltd. Executive Vice President, before he came to Poway, a subsidiary of the Pou Chen Group Pou Sheng International participation in sports retail chain store operators' wins Road. " Now, "Bao Yuan shoemaker" and "victory road" at the same time as Nike, Adidas retailers.
Pou Chen Group was not in the creation of "Po-yuan shoemaker" before set foot in the retail market. According to Zhang Yu Island, as early as 1993, agents of international brands such as Converse, and trained retail team. "Our side to help create an international brand, while helping them develop new markets, both of which are positive growth."
In other OEM companies not involved in the terminal market, Pou Chen Group is relying on the "Road wins" to help Nike, Adidas and other international brands successful layout of the mainland market. According to the reporter, in the same time moving steadily to the OEM, PCC also build a strong research and design team, breaking the traditional one-way orders, manufacturing model, and in the retail channel, real estate, electronics manufacturing and other fields accomplish something.
Then, "Bao Yuan shoemaker" and "Road wins," What is the difference? Zhang Yu Chau said that in 1993 and 2008, Pou Chen to help front-line international brands to expand the mainland market, but 99% are single-brand stores, "said Sheng" is a major distributor of these brands.
"2008 is a top, 'Road wins' parent company listed in Hong Kong Pou Sheng International, we also will be found in the mainland city of single-brand stores 1-3 line is basically saturated. How to dig the market? In this case, we Europe, America and Southeast Asia, the introduction of more mature business model, create a 'Po-yuan shoemaker' multi-brand stores. "
He explained, "Bao Yuan shoemaker" mode will no longer be single-brand stores, but more than a collection of international brands, a new family-oriented one-stop consumption patterns, its target market is the 4-6 line of the mainland towns, the main target customers are women aged 25-39. It is not just selling international brands, more importantly, introduced its own brand products.
"Bao Yuan shoemaker" how international brands such as Nike dislocation?
China, the "world factory", has become a manufacturing base for various international brands, such as Po-yuan, there are many foundry giant. As we all know, in the foundry area, are taboo international brand OEM companies involved in the terminal market, worried that the core technology and business model is under attack, between many brands and OEM companies have signed confidentiality agreements. But "Po-yuan shoemaker" but with Nike, Adidas and other international brands join forces to create new retail model, which are how to ensure their own interests?
In this regard, Zhang Yu Chau lists three core reasons: Nike and other brands of products main functionality, and "Po-yuan shoemaker 'flagship product casual comfort; Nike and other brands of the main target customers are young men, and the" treasure Yuan shoemaker, "the main target customers are likely to control household spending power of women 25-39 years old, especially housewives; Nike and other brands to find the 4-6 line to open single-brand stores dealer is not easy, because the cost is too high , but "Bao Yuan shoemaker," to integrate the advantages of brand, business is more flexible, cost is relatively lower.
Seemingly simple three major reasons is not easy to talk about have come. "Bao Yuan shoemaker" brand director Caiqiong Wen told reporters about her research team and Nike co-market situation.
"Last June, after the opening three rural model shop, Nike's U.S. headquarters sent a task force with us to do market research, we found that when male customers came in, they tend to go straight to buy their favorite brand and style, but female consumers, especially housewives entered the store, buy them in addition to their own, but also to her husband, children, parents and other family members to buy. "
Cai Qiongwen with Nike's team to the European and American markets focus group study, after careful comparison of the data and analysis, together determine the "Po-yuan shoemaker" positioning and business direction, and after this year to constantly adjust the details, including offer a variety of products placed in the program have survey data can be found.
Joint cooperation with the international brands, coupled with sophisticated manufacturing technology, have become the "Po-yuan, shoemaker," to build a major retail brand capital. After a year of operation, Zhang Yu Chau and Cai Qiongwen as an important promoter of the brand, have felt the restructuring changes.
"Before all OEM, pay out the goods do not know the market after reflection, now have their own channels, with their own brand, we are closer to understand the needs of consumers, and these give us feedback customers, to share with them. "Zhang Yu Chau said.
Recently, the "Po-yuan shoemaker (Footzone)" well-known in the industry and consumer market getting high. This by the Taiwan's Pou Chen Group, a wholly owned subsidiary Zhongshan Bao Wei Trading Co., Ltd. is responsible for operating the footwear retail chain brand, a year ago, with Nike, Adidas and other international brands joined forces roots in mainland 4-6 line terminal the market. The "multi-brand, one-stop, family shoe" mode, in the mainland market is a new marketing model. It is understood that since June last year opened its first town in Zhongshan shop home demonstration, as of now, "Bao Yuan shoemaker" has over Guangdong, Xian, Beijing, Shanghai, and Guizhou region, 26 stores, and the launch of its multiple own-brand shoes.
Recently, in the three towns shoe museum learned that the Pou Chen Group, PCC 42 years in the foundry for more than 60 brands OEM or ODM, the world has 443 lines per second output of two pairs of Nike shoes, shoe value of the world's largest industrial base in mainland China, Taiwan, USA, Indonesia, Vietnam, Mexico and other regions.
Last year, the Pou Chen Group, sports shoes and casual shoes production reached 286 million pairs of sports shoes and casual shoes 20% share of global production. In other words, the average of every five people worldwide wear fashion brand sports shoes, have a pair is from the treasure into the workshop. And a considerable portion of which is located in three townships from Pou Chen factory.
August 2009, Pou Chen Group in Zhongshan, Zhongshan incorporated a wholly owned subsidiary Bao Wei Trading Co., Ltd., or "Po-yuan, shoemaker," the headquarters of the retail brand. This manufacturing giant, why should fully into the terminal market to create retail brand?
"This is the group's long-term diversification strategy, aiming to seize the treasure into the industry at both ends of the smile curve." Zhang Yu Chau, Zhongshan Bao Wei Trading Co., Ltd. Executive Vice President, before he came to Poway, a subsidiary of the Pou Chen Group Pou Sheng International participation in sports retail chain store operators' wins Road. " Now, "Bao Yuan shoemaker" and "victory road" at the same time as Nike, Adidas retailers.
Pou Chen Group was not in the creation of "Po-yuan shoemaker" before set foot in the retail market. According to Zhang Yu Island, as early as 1993, agents of international brands such as Converse, and trained retail team. "Our side to help create an international brand, while helping them develop new markets, both of which are positive growth."
In other OEM companies not involved in the terminal market, Pou Chen Group is relying on the "Road wins" to help Nike, Adidas and other international brands successful layout of the mainland market. According to the reporter, in the same time moving steadily to the OEM, PCC also build a strong research and design team, breaking the traditional one-way orders, manufacturing model, and in the retail channel, real estate, electronics manufacturing and other fields accomplish something.
Then, "Bao Yuan shoemaker" and "Road wins," What is the difference? Zhang Yu Chau said that in 1993 and 2008, Pou Chen to help front-line international brands to expand the mainland market, but 99% are single-brand stores, "said Sheng" is a major distributor of these brands.
"2008 is a top, 'Road wins' parent company listed in Hong Kong Pou Sheng International, we also will be found in the mainland city of single-brand stores 1-3 line is basically saturated. How to dig the market? In this case, we Europe, America and Southeast Asia, the introduction of more mature business model, create a 'Po-yuan shoemaker' multi-brand stores. "
He explained, "Bao Yuan shoemaker" mode will no longer be single-brand stores, but more than a collection of international brands, a new family-oriented one-stop consumption patterns, its target market is the 4-6 line of the mainland towns, the main target customers are women aged 25-39. It is not just selling international brands, more importantly, introduced its own brand products.
"Bao Yuan shoemaker" how international brands such as Nike dislocation?
China, the "world factory", has become a manufacturing base for various international brands, such as Po-yuan, there are many foundry giant. As we all know, in the foundry area, are taboo international brand OEM companies involved in the terminal market, worried that the core technology and business model is under attack, between many brands and OEM companies have signed confidentiality agreements. But "Po-yuan shoemaker" but with Nike, Adidas and other international brands join forces to create new retail model, which are how to ensure their own interests?
In this regard, Zhang Yu Chau lists three core reasons: Nike and other brands of products main functionality, and "Po-yuan shoemaker 'flagship product casual comfort; Nike and other brands of the main target customers are young men, and the" treasure Yuan shoemaker, "the main target customers are likely to control household spending power of women 25-39 years old, especially housewives; Nike and other brands to find the 4-6 line to open single-brand stores dealer is not easy, because the cost is too high , but "Bao Yuan shoemaker," to integrate the advantages of brand, business is more flexible, cost is relatively lower.
Seemingly simple three major reasons is not easy to talk about have come. "Bao Yuan shoemaker" brand director Caiqiong Wen told reporters about her research team and Nike co-market situation.
"Last June, after the opening three rural model shop, Nike's U.S. headquarters sent a task force with us to do market research, we found that when male customers came in, they tend to go straight to buy their favorite brand and style, but female consumers, especially housewives entered the store, buy them in addition to their own, but also to her husband, children, parents and other family members to buy. "
Cai Qiongwen with Nike's team to the European and American markets focus group study, after careful comparison of the data and analysis, together determine the "Po-yuan shoemaker" positioning and business direction, and after this year to constantly adjust the details, including offer a variety of products placed in the program have survey data can be found.
Joint cooperation with the international brands, coupled with sophisticated manufacturing technology, have become the "Po-yuan, shoemaker," to build a major retail brand capital. After a year of operation, Zhang Yu Chau and Cai Qiongwen as an important promoter of the brand, have felt the restructuring changes.
"Before all OEM, pay out the goods do not know the market after reflection, now have their own channels, with their own brand, we are closer to understand the needs of consumers, and these give us feedback customers, to share with them. "Zhang Yu Chau said.
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