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About usQuanzhou Ryoma Machine Co.,Ltd. is a professional manufacturer engaged in the research and development, production, and sales of shoe machines.
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ProductsProfessional production of sewing machinery, front and back lasting machines, UV irradiation machines, and other mechanical equipment.
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ServiceProvide customers with low prices, high quality, and more perfect services.
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NewsBased on a market economy, adhering to people-oriented principles, and continuously improving competitiveness.
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Contact UsThe products are exported to Vietnam, India, Bangladesh, Indonesia, Morocco, Peru, Türkiye, Egypt and other overseas countries.
Putian Shoes Team up to Launch Brand Breakthrough Battle
Author：
Time：2023-12-19
Creating cards independently, knowing how easy it is and how difficult it is to act
For a long time, Putian shoe enterprises have mainly relied on OEM production and lack independent brands, resulting in low product added value and being at the bottom of the value chain, only able to earn meager profits.
To change the unfavorable situation, Putian City has introduced a series of policies to encourage local shoe companies to make efforts in segmented categories, support the entire industry in creating brands, improving quality, increasing variety, and accelerating industrial transformation and upgrading. Under this leadership, various enterprises have also launched explorations.
However, the road to brand creation is not easy to follow. "Brand operation is a systematic project, and it is not easy to do." Liu Chaoxiong, the person in charge of Putian Saichi Sports Goods Co., Ltd., told reporters that the company started creating a brand two years ago, positioning the brand as "street trend sports". The products focus on small white shoes and sneakers, using team live streaming as a sales channel to carry out differentiated competition in the fiercely competitive professional sports field market. "However, the results were not ideal because the new brand's market awareness was not high and it was also at a significant disadvantage in terms of cost-effectiveness." In the second half of 2022, Liu Chaoxiong adjusted his thinking and decided to return the brand positioning to the professional sports field, striving to accumulate the first generation of loyal users.
Creating a brand is not easy, and it is also reflected in the obstruction of expanding offline sales channels.
Fujian Jitu Technology Co., Ltd. is an internet sales enterprise that integrates research and development, design, and personalized customization. Its sales channels have covered major domestic e-commerce platforms. The company's independent brand "Zouzuo" supplies outdoor work clothes and shoe products to multiple central enterprises, and has become one of the first six brands authorized to use the collective trademark of Putian shoes. However, Lin Zhihong, the general manager of Jitu Technology, is not optimistic about the path of establishing a brand through online channels.
According to industry insiders, although online sales channels are convenient, low quality and high return rates also come together. In comparison, the return rate of offline physical stores is only one in ten thousand. "In the early stages of establishing a brand in Putian, almost all shoe companies tended to promote their products through online channels and light asset methods." Lin Zhihong said, "However, if you want to grow and strengthen the brand, you still need to rely on physical stores, and it is best to expand both online and offline simultaneously. However, this also means large investment, long cycle, and high risk."
Leading by the leader, breaking through offline barriers
How to Break the Trap of Creating Brand in Putian Shoes? As a state-owned enterprise under the jurisdiction of Putian City, Mingpin shoulders the responsibility of creating a brand for Putian shoe collection and establishing and expanding flagship stores.
"The first shoe of our independent brand 'Jinbu', which we collaborated with famous brands to design, has been on the market for some time, and the market response is quite good, with sales reaching millions of yuan. Currently, the second shoe is being designed." Xiao Fang, Deputy General Manager of Putian Jiayuan Shoes Co., Ltd., said, "Previously, due to lack of innovation and creativity, the enterprise was unable to move forward in the market. Now, with the help of famous brands, the company has tested independent design and gained more confidence and confidence in deepening its niche fields."
Entering the official flagship store of "Putian Shoes", there is a dazzling array of shoes from various domestic brands, including both early local well-known old brands and some newly emerging ones. The planning of offline physical stores is more long-term, the positioning is clearer, and the supply chain process is more mature. The advantage lies in the difference
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