This year, affected by macroeconomic fluctuations, insufficient consumer confidence and the diversion of electricity providers, coupled with the continuous rise in operating costs such as labor costs and store rentals, the performance of footwear industry declined significantly. According to statistics, in the first three quarters of this year, the performance of nearly 60% clothing listed companies declined.

Quanzhou, as a footwear and garment industrial base, under the general trend of overall economic downturn, some enterprises have cracked the overcapacity dilemma through differentiated marketing, product innovation research and development, and expansion of overseas markets.

　　 New products meet new needs

This year's Shoe Expo, Anta launched the breathing net 2 technology running shoes become the focus of the industry. This new product adapts to the new demand of modern people for breathability, foot sticking, light weight and so on. It adopts all-around breathable knitting and light fit. It can effectively speed up the heat dissipation of feet. In the process of weaving the respiratory net 2, it selects a mesh hole similar to fish scales to enhance the ventilation effect.

In addition, the materials used for breathing net 2 running shoes are more expensive than ordinary ones. Anta has cut down many manufacturing costs by optimizing technology and reducing processes. The average shoe upper has more than 20 processes, and the breathing net 2 vamp process has been reduced to five or six.

More than half a year ago, Anta's new sneakers also handed in a good transcript. Anta official said that the shoe has become Anta's single category sales of the highest products. The industry revealed that the sales rate of Anta's sneakers exceeded 70%.

In order to meet the needs of modern people for functional footwear, Feng Zhu textile has developed "long-lasting antibacterial silver ion fabrics" and other new fabrics. "By making the silver nanocrystal into ionic state and adding it to the fiber, the fabric produced has antibacterial effect." Feng Bamboo textile responsible person said, "the price of new fabrics is 50% to 80% higher than that of normal fabrics, mainly for high-end brands."

The Federation Sanhe co operated with Taiwan enterprises to introduce Taiji stone from Taiwan, and then turned the raw stone into a masterbatch after being nanocrystalline, and then mixed it with other substrates to permanently solidify it into the fibers.

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　 New positioning service new group

While using new products to meet the new market demand, some shoe and clothing enterprises have also found a new consumer group for the brand by adjusting the positioning of the products.

Last year, when Anta launched its own fourth generation signature basketball shoes, KG4, for the star Kevin Garnett, the price was set at 399 yuan. Anta packaged a "national basketball shoes" concept for the 399 yuan flagship product and launched a brand new concept of "strength and priceless" in marketing. Previously, the same signature shoes were set at a high price of 699 yuan, while foreign brands' celebrity endorsement products often cost thousands of yuan.

The repositioning of star signature sneakers has won a new consumer group for Anta. According to the statistics given by Anta, 399 yuan's "strength and invaluable national shoes" two sports shoes, the two quarter shipments since the listing are the sum total of the past three years.

Also relocating products and brands, and Seven wolves 。 "Use the popular Internet thinking to make products that cater to the needs of Internet users." Under such a concept, this year's "double eleven" stage, seven wolves launched the wolf totem extreme shirt in the network channel.

"We made two products this time. One is "Wolf Totem 140S", the main business elite, the first experience price is 499 yuan; another, the collar type has made the young fashion adjustment, has increased the SWAROVSKI crystal cuff, the price 299 yuan, the main white collar and the university graduate who just entered the workplace. Wang Yong, general manager of the seven wolves, said that the price of the ultimate shirt completely subverts the traditional clothing multiplying calculation method, and consumers enjoy the quality of luxury products at a very low price. "To do this is to meet the needs of consumers who are more concerned about the practicality and cost-effective of products."

　　 New market opens new space

Going out, the market space is broader. After occupying a certain share of the domestic market, the brand of shoes and clothing in Quanzhou has taken a look at the overseas market, and this has also become a new export to solve the problem of overcapacity in China.

In October 13th, after signing the gymnastics and jou Fu sports management center, Anta became a NBA official market partner and a NBA authorisation again. Two weeks later, it announced that it had officially become the official supplier of Rio Olympic Games in 2016. After that, PEAK signed an extension contract with the international women's Tennis Association (WTA).

Behind the competition of sports brands is the expansion of the radiation market of this resource. Before Anta, PEAK was the first to enter the NBA arena. Chinese sports brand PEAK signed NBA to bring overseas revenue which accounts for 22.6% of its total performance. Its first half of this year showed that PEAK's international market revenue increased by 68% over the same period last year, reaching 290 million yuan.

Similarly, the goal of becoming the official supplier of the Rio Olympic Games in 2016 is also related to the acceleration of the expansion of the South American market. Earlier, according to media reports, 31st degree will invest 33 million Real (about 90 million yuan), officially enter the Brazil market, plans to set up 10 representative offices in Brazil, began operation in July this year, the first batch of 150 kinds of sports apparel products to Brazil market. In the future, 31st degree is willing to invest in factories in Brazil, and Brazil as a bridgehead to radiate the whole of Latin America.

about Anta For example, cooperation with NBA has become a good start for Anta to try global resource integration. With the powerful market appeal of NBA, Anta will rearrange the basketball market more easily.