"Brand + Domestic Sales", Can It Be Difficult To Cross The Shoes?

Zhao Zhibin is the general manager of Hongkong Hongyi international shoes and garments Holding Co., Ltd., founded in 2001, is a comprehensive shoe making enterprise integrating development, trade and production. It mainly exports working shoes and casual shoes.

This year, in the face of the global economic turmoil, prices and costs continue to rise, Zhao Zhibin clearly felt that this year's foreign trade business is harder than before.

Zhao Zhibin, who came out to fight at the age of 14, worked as a miscellaneous worker and apprentice, stepping forward to the director and factory director step by step by his clever mind and diligent and studious spirit.

On the basis of rich management experience accumulated over the years, Hongkong Hongyi international shoes and garments Holding Co., Ltd. was founded in 2001.

On the road of "starting a business harder and keeping the business harder", Zhao Zhibin took steps one step at a time, steadfastly and steadfastly, not blindly following suit, nor was he content with the present situation.

After years of development, the company now has established a famous brand of casual shoes, ZQYQ (Zuo Qi Qi).

In the face of the current export situation of the shoe industry this year, Zhao Zhibin believes that the export situation will become even more severe. He is preparing to create another brand. Next year, he will go to the domestic market and start walking together with "two legs" for domestic sales and export. This will be more conducive to the development of enterprises.

In Fujian, like many Hongyi shoes and clothing companies, under the pressure of the foreign trade situation, they are faced with a difficult living environment. They began to export to the domestic shoe manufacturers. They began to make their brands through various channels and set up domestic sales channels.

In order to survive, these enterprises turn their focus back to China and tap the potential of domestic sales.

The common point of these enterprises is that they only focus on Foundry for many years, have no brand, no channels, and no sales experience, and suddenly want to do the domestic market. What should they do?

Many enterprises have come to the prescription of "brand + domestic sales", and this prescription is spreading rapidly in the enterprises, which has a great tendency to occupy the mainstream.

Is "brand + domestic sales" really the best way out?

Zhao Zhibin told reporters that the road of "brand + domestic sales" is not very easy to walk. It must be supported by strong economic strength, and the grasp of the domestic market must be very accurate. It is also very important to establish its own channels quickly.

Zhao Zhibin said that under the conditions that all the conditions were ripe, the company decided to build a brand and take the domestic market, and he never fought the battle.

He also mentioned that it is not advisable to rely entirely on this prescription.

Foreign trade and domestic sales have very different business ideas, such as glasses. In foreign countries, clothing is often sold with eyeglasses. Glasses are a fashion accessory, but this concept is totally unworkable in China.

Export enterprises simply can't understand domestic consumption psychology in a short time.

Compared with foreign trade which is only responsible for production, the domestic market is much more complicated.

First of all, no brand is definitely not acceptable, which is why many companies prefer to play the brand together.

From the experience of foreign countries, it takes at least 12 years to build a brand, and it is hard to see benefits in the short term. Moreover, these industries are mostly industries with low thresholds and fierce competition. For small and medium-sized enterprises, the cost of tree brand is too large.

Secondly, self built channels, from the cost of capital, time cost and experience cost, are also difficult.

Because making channels is more important is to provide a service, which is the two concept of manufacturing.

At the same time, Zhao Zhibin pointed out that for many enterprises that are committed to pformation, they must not only embrace the "brand + domestic sales" straw, but should broaden their minds and find a more suitable way for their development.

On the one hand, we must see that the current business dilemma is only temporary. After this round of adjustment, the small enterprises without strength will be kicked out first, and the remaining enterprises will be less. Competition in land, capital, raw materials, manpower and other factors will gradually slow down. The living environment of enterprises will become relatively relaxed.

On the other hand, how to integrate resources is becoming a kind of viability of enterprises. The processing enterprises are able to keep track of those enterprises that have channel resources or participate in joint ventures or joint ventures.