Famous Foreign Shoe Companies Seize The Chinese Market

While European antidumping measures against Chinese leather shoes are still going on, the famous shoe brands from Italy are seeking local agents in China to open up the Chinese market.

After the baptism of a financial crisis, the Chinese market is becoming the focus of foreign high-end brands to create areas.

Recently, Leaveland, a famous outdoor leisure brand from Milan, Italy, announced that it will cooperate with China Jialong trading company in the Chinese market. The company will fully manage the operation and use of maple leaf brands and trademarks in the Chinese market in Italy.

Emma, vice president of the International Affairs Department of Italy maple leaf company, said that for a long period of time, the Chinese economy was developing rapidly, and Chinese people were getting richer and richer than ever. In the past, luxury goods and high-grade goods were often the patents of business tycoons, successful personages or celebrities. Now more and more white-collar workers in the workplace are also trying to buy high-end brands.

The cooperation between Italy maple leaf and Jialong company shows that the brand of Italy shoes and clothing is becoming more and more important to Chinese market.

Just last year, the Italy Foreign Trade Commission and the Italy Footwear Association (ANCI) held a press conference on the trend of Italy footwear industry in 2009/2010 autumn and winter in Beijing.

This year's activities have played an important role in the export of footwear to Italy.

According to relevant information, 10 years ago, the annual export volume of Italy shoes to China was only US $100 thousand, now it has increased to 100 million US dollars, and its growth rate is gratifying.

In view of the Chinese market's acceptance of Italy shoes, the Italian side will focus on developing other markets outside Beijing and Shanghai starting this year, such as Qingdao, Shenzhen, Chengdu, Chongqing and so on.

It is understood that more and more European shoes and clothing brands have shifted the focus of the market to China, which has made many shoe and garment enterprises in China try to cooperate with agents in recent years.

Last year, a group of Wenzhou businessmen in Zhejiang went to Italy in two months to discuss the acquisition and cooperation of more than 50 famous international shoes and clothing brands, and the group went to Europe for brand inspection.

At the same time, shoe and garment enterprises in Quanzhou have also emerged in recent years in the field of agency and acquisition of foreign brands.

At present, there are three Shu group, Quanzhou Sports Products Co., Ltd., Wan Tai Sheng group, Quanzhou Taya shoe material Co., Ltd., Jinjiang billion birch Co., Ltd., and luantai Light Industry Co., Ltd., etc., relying on their own shoe factories, acting on more than 10 foreign brands, such as production and marketing.

In addition, XTEP Sports Products Co., Ltd., Nanan Gang Deng Shoes Co., Ltd. and Fujian provincial foot Sports Products Co., Ltd., and other enterprises in addition to operating their own brands, are also well-known brands abroad.

　　業界人士建議，除了成熟的品牌以外，其保證品牌價值的設計人才、設計水平以及在新興市場的影響力，都是中國企業在實施海外并購時的重要考量標準之一。這位業界人士認為，意大利鞋企的品牌、銷售體系以及設計水平是中國企業所缺少的，中國企業不僅要分享其品牌、渠道，最終目的是要通過其高端設計人才和設計水平，將中國鞋打入意大利市場，并為進入歐美等海外高端市場打下基礎，以擺脫中國制鞋業加工貿易的生產模式，扭轉中國鞋業在國際制鞋產業鏈分工的不利地位。