In Order To Cater For The Consumption Characteristics Of Minors, Shoe Products Have Been Innovated And Upgraded.

Data show that last year Jinjiang

There are 4300 enterprises and the total output value is 107 billion yuan.

Among them, there are 682 Enterprises above Designated Size, with an output value of about 85 billion 300 million yuan, and 18 listed companies.

"Starting from the baby", the minors market, including children and teenagers, has become the "new continent" of the sporting goods industry in Jinjiang.

Looking for new growth points in pformation

After 2008, the national fitness fever in the post Olympic Era started.

Jinjiang sporting goods industry has seen business opportunities from it, and it is optimistic that the next ten years will be the golden period. Anta, XTEP and 361 degree leading enterprises will expand their capacity substantially.

"In just two or three years, the weak demand in the international market and the slowdown in domestic economic growth have led to the export and domestic demand of sporting goods."

Quanzhou

Ding Shuibo, President of the industry association, said that due to oversupply, the sporting goods industry in Jinjiang was in a dilemma of high inventory.

In order to get rid of the unfavorable situation, enterprises take the initiative to pform.

Chen Zihua, director of the Management Office of the Jinjiang national sports industry base, said that in this round of industrial restructuring, Jinjiang sporting goods industry has found a new market growth point, which is composed of children and adolescents.

In 2010, children were set up at 361 degrees.

Business department launches 5-12 year old children's clothing.

According to the 2014 financial report, 2142 children's clothing stores reached 361 yuan, and the income rose to 507 million yuan, accounting for 13% of the group's total revenue.

Anta also set up the children's business department and put children's shoes and clothing products in the market.

Ding Shizhong, chairman and CEO of Anta's board of directors, said publicly: "in 2014, the number of children's shops in Anta increased by 347 compared with 2013, and in 2015 it will reach 1500-1600."

Lin Yonghong, deputy director of Jinjiang Economic Information Bureau, told reporters that from 2014 and 2015, Anta and 361 degree financial reports showed that the market revenue basically increased by two digits. This was mainly due to the rise of minors sporting goods market. At the same time, enterprises also actively expanded new products to meet market demand, and found a strategy suited to their own development.

"Before, in the market for minors, the sporting goods industry in Jinjiang only sporadically touched clothing supplies, and the shoe area was almost a vacuum area."

Lin Yonghong said, "the big brands like Anta and 361 degrees are positioned at the medium and high end level. Once the entry is launched, the benefits will be considerable, and it will also play a leading role in the whole industry. The average annual sales growth rate is expected to be over 20%."

Innovation and upgrading in product segmentation

With the large-scale entry of juvenile sporting goods, the sporting goods industry in Jinjiang has adjusted its internal structure and promoted the subdivision and specialization of products.

Shuhua company is a sports product enterprise integrating R & D, production, marketing and brand operation, covering household fitness equipment, outdoor fitness path, multi-functional venues and other products.

"Before it was made into sports products for people, only in recent years did they set foot in the consumer market of minors, and subdivided the products with strong pertinence."

Li Xiaofeng, general manager of marketing center of Shuhua company, said, "especially 13-18 year old teenagers are in the stage of physical development. They have special requirements for the materials, production technology and performance of sports goods."

One of the production bases of Shuhua company located in Quanzhou Taiwan investment area, the reporter saw a round football field.

"The diameter of the entire football field is 10 meters, which is a new product developed specifically for young people's football hobby. At present, it is still in the stage of market promotion."

Li Xiaofeng said, "the market price is about 50 thousand yuan. Not long ago, at the Tiantan exhibition of the National Fitness Day held in Beijing, 4 products were sold out."

Shu Hua also works with Nanjing Hongguang middle school to carry out project cooperation. A total of 1410 students were surveyed to study the different sports development stages and formulate matching production plan to improve the professionalism and safety of the products.

Taking strength training equipment as an example, we changed the traditional counterweight pmission mode and launched a new hydraulic system.

This is a special load-bearing system with resistance adjustable oil cylinder, which can be adapted to different resistance requirements and has a comfortable ergonomic trajectory design.

Li Xiaofeng said.

In order to cater for the consumption characteristics of minors, sporting goods enterprises have innovated and upgraded products.

In 2014, 4 intelligent children's shoes with tracking and measuring functions were launched at 361 degrees, which can record real-time indexes such as movement time, distance, calories, steps and so on. At the same time, it was authorized by Walt Disney (Shanghai) limited to design, produce and sell children's shoes and clothing with cartoon characters of DisneyCuties and MarvelKawaii series.

Mingwei shoes and clothing company is a company that produces and sells outdoor products for young people. It introduces international advanced production lines, and has many practical technology patents, such as skid proof, breathable and waterproof. Last year, its turnover amounted to 700 million yuan.

"Unlike ordinary sports shoes and clothing, young outdoor sports equipment is demanding for technology and fabric, and the cost is 30% higher."

Hong Qinming, deputy general manager of the company, told reporters, "the market potential of this field is large, and the whole is in an upward stage. Especially in the industrial chain, outdoor camp development, outdoor sports training base and other links are still expanding stage."