“新晋江系”在拼多多突围，高质价比潮鞋圈粉年轻人

Core Viewpoint - The rise of new brands from Jinjiang, leveraging the support of platforms like Pinduoduo, is reshaping the competitive landscape in the footwear industry, particularly in niche markets such as children's shoes and casual footwear [1][2]. Group 1: New Brand Development - New brands from Jinjiang are rapidly growing by developing their own brands and capitalizing on the rise of Pinduoduo, focusing on high quality and cost-effectiveness to attract consumers [1]. - These brands are strategically avoiding direct competition with established players like Anta by targeting niche segments such as children's shoes and casual footwear [1][3]. Group 2: Market Challenges - Traditional manufacturers like Dahuangfeng have faced stagnation in online sales growth since 2021 due to increased competition from established brands entering the children's shoe market [3]. - The competitive landscape in Jinjiang has intensified as major brands expand into new categories, impacting smaller players' growth [3][4]. Group 3: Transformation and Strategy - Many small and medium-sized manufacturers in Jinjiang are being forced to transform their business models, shifting from wholesale to online retail to adapt to changing market dynamics [4][5]. - Companies are increasingly focusing on brand establishment and online presence to capture market share, with some opting for acquisitions to revitalize existing brands [5][6]. Group 4: Pinduoduo's Role - Pinduoduo's initiatives, such as the "Billion Support Plan," are providing significant resources to support new quality brands, helping them reduce operational costs and enhance their market competitiveness [8]. - The platform's aggressive marketing and support strategies have led to increased sales for brands like Gongniu and Dahuangfeng, with expectations of reaching sales targets exceeding 100 million yuan [9]. Group 5: Future Outlook - The emergence of new brands and the continued support from platforms like Pinduoduo suggest a promising future for Jinjiang's footwear industry, with expectations of more brands entering the market and achieving significant sales growth [2][10].