In the wake of the international financial crisis, Fujian's shoe industry has undergone significant transformation. Traditionally reliant on exports, companies have now shifted their focus toward "going global" by establishing foreign boutiques and accelerating brand expansion strategies. Major players such as Anta, Xtep, Erke, Yanli De, and 361° have been actively opening stores across ASEAN countries, launching brand promotion campaigns in Malaysia and other regions. Some brands have even set up manufacturing facilities in these markets—Jinjiang Guohui Footwear established a factory in Vietnam, while Baofeng Footwear is expanding to Indonesia, with plans to enter the Philippines and Vietnam in the near future.
According to the Fujian Entry-Exit Inspection and Quarantine Bureau, export volumes are gradually recovering, prompting footwear companies to seize the opportunity to restructure their domestic and international market strategies. This round of brand expansion is largely driven by enterprises from Quanzhou, which boasts 46 national famous brand products and 39 well-known trademarks nationwide. Recently, 361° launched a new children's wear sub-brand, forming an independent team for brand operations and product development, with a budget of nearly HKD 200 million. Similarly, Lilang, which successfully listed at the end of September, introduced its new sub-brand L2. Other major sports brands like Anta and Xtep have also expanded into the children's market through affiliated labels.
In addition, Fujian shoe companies are taking advantage of the reduced barriers for foreign brand agencies during the financial crisis by actively introducing international brands and expanding their market presence. For instance, Jiu Niao (Nine Animal Husbandry) invested 400 million yuan to establish joint ventures or acquire European brands, further strengthening its global footprint. This strategic move highlights the evolving mindset of Fujian’s footwear sector, which is no longer just about mass production but about building strong, recognizable global brands.
Down Jacket,Black Puffer Jacket,Hooded Puffer Jacket,Down Coat
TUSCANY , http://www.tuscanygarments.com