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Zhejiang Shimen Shoe Enterprises Create Brand And Seek Development

2008/8/27 10:12:00 7

Brand Building Of Shoe Enterprises In Zhejiang

Under the current situation of international and domestic economic situation under severe test, many shoe enterprises in Shimen town can not panic in their hearts. Why?

Because they own the "gold shoes" of Shimen.

On the basis of the successful establishment of the brand base of Jiaxing's municipal footwear industry last year, Shimen will win the brand name brand base of Zhejiang's provincial footwear industry this year.

Shoe industry is a characteristic industry in Shimen Town, which occupies an important position in the industrial economy of the whole town.

According to incomplete statistics, there are more than 160 registered leather shoes and related enterprises in the whole town. By the end of last year, the total output value of footwear reached 1 billion 500 million yuan, accounting for 23% of the total town.

However, for a long time, the footwear industry in Shimen is mainly based on OEM, with a low volume of trademark registration and a low utilization rate of its own brand. This kind of processing method of "dressing for others" has also restricted the development of Shimen footwear industry to some extent.

In order to gradually pform the quantity advantage into quality advantages, brand advantages and agglomeration advantages, Shimen town has accelerated the pace of brand base construction, formulated and promulgated a series of management methods and incentive measures to guide footwear enterprises to implement brand strategy.

Under the guidance of policy, the shoe industry of Shimen town has set off a climax of brand creation.

So far, the leather shoes enterprises in the whole town already own 28 brands. Among them, the two brands of "San Dan" and "Bani" have also won the well-known trademarks and exemption products in China. Besides, there are 2 famous trademarks in Zhejiang, 5 famous trademarks in Jiaxing, and 5 famous trademarks in Tongxiang.

By creating a brand base, the company also tasted the sweetness of its own brand, and began to pform from "I want to create a brand" to "I want to create a brand".

"The development of enterprises must rely on brands, and products must also rely on brands to break through the market."

Jiaxing Sheng Dan Li Footwear Co., Ltd., responsible person said with deep feeling that through striving to create famous brands, "San Dan" has achieved great economic benefits. Next, enterprises are also preparing to set up brand research and development centers, and set up marketing stores in all major cities of the country, intensify their advertising efforts, and so on, and start their own brands to make the enterprises bigger and stronger.

Xu Mingyang, Secretary of Shimen town Party committee, told reporters that shoemaking industry is a traditional labor-intensive enterprise. Since this year, a large number of shoemaking enterprises in the Pearl River Delta have been shut down due to the increase of raw materials and labor and labor costs.

Although the shoemaking enterprises in Shimen have also been affected, the business efficiency has been improved, and the number of shoe industry has been increasing.

The reason is brand building.

Only through brand building can we increase the added value of products and upgrade the industrial level.

The construction of Shimen shoe brand base is to give full play to the intensive and radiative role of the brand base, encourage the shoe enterprises to create a brand, and call the brand of "Shimen leather shoes", thus promoting the sustained, rapid and healthy development of the shoe industry's lump economy.