Domestic Shoe Enterprises Develop Large Space And Large Ways To Cultivate Brand Loyalty Towards International Market.

When European countries implement anti-dumping measures and other trade protection measures on Chinese footwear products, Chinese shoe companies are struggling. Some famous brands from Europe and other countries are actively seeking local agents in China to open up China's market. A few days ago, Italy maple leaf, a famous outdoor leisure brand from Milan, Italy, announced that it will cooperate with China Jialong trading company in the Chinese market. Jialong will fully manage the operation and use of Italy maple leaf brand and trademark in the Chinese market. 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. After the baptism of a financial crisis, the Chinese market has gradually become the focus of foreign high-end brands to create areas.

According to relevant information, 10 years ago, the annual export volume of Italy shoes to China was only 100 thousand US dollars, 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. Nowadays, more and more European shoe and clothing brands have shifted the focus of the market to China. They have not only opened up vast market growth space for brands, but also provided opportunities for many domestic shoe and garment enterprises to cooperate with agents. In the past two months, a group of Zhejiang Wenzhou businessmen went to Italy 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, shoes and clothing enterprises in Quanzhou have also made great efforts in the field of agency and acquisition of foreign brands in recent years. Many shoe companies rely on their own shoe factories to represent more than 10 foreign brands, such as production and marketing, or to manage their own brands while acting as well-known brands abroad.

As is known to all, the cooperation between domestic shoe and garment enterprises and overseas famous brands in the form of agent purchase is to complement each other's advantages and draw on the advantages of these brands, so as to make up for the deficiencies in the production and operation of enterprises, so as to improve their own brands and improve the profitability of enterprises. Generally speaking, as foreign brands develop earlier and faster, they are very outstanding in terms of design style, product quality and sales service, and have professional technical team, mature brand operation experience and good technical content. They have been affirmed by consumers in the market and have strong brand influence. Especially in the footwear industry, there is a large number of enterprises that occupy the high-end market brand, and the high profit returns are harvested with brand effect. This is not comparable with domestic shoe enterprises. Although domestic shoe enterprises have built up their own brands in order to improve their market position, it is obvious that they are not the majority. Through cooperation with foreign brands, it will not only help domestic shoe enterprises to enhance market reputation at lower cost, compete for more market share, but also have great significance for improving the supply chain, market share, internationalization strategy and brand strength of domestic shoe enterprises.

Although the economic benefits brought about by cooperation are very attractive to domestic shoe enterprises, shoe companies should think twice before doing so, because cooperation with foreign brands should not only have huge capital investment in the early stage, but also in the process of cooperation, these brands can not bring considerable benefits to enterprises in a short time. Only shoes enterprises continue to invest in brand operation, will they get results, otherwise, even the cost investment will be lost. Among many excellent foreign brands, shoe enterprises should choose the most suitable brand according to the market environment and enterprise strategic plan, and formulate corresponding marketing plan for them, so that they can adapt to their local culture and ideas, and form differentiated and complementary products with their own brand, and create greater wealth for enterprises under the joint operation of multi brands. In addition, the brand, sales system and design level of foreign shoe enterprises are lacking in domestic shoe enterprises. Domestic shoe enterprises should not only share their brands and channels, but the ultimate goal is to penetrate China's footwear products into the international market through its high-end design talents and design level, and lay a good job in laying the market for high-end military market, so as to get rid of the production mode of China's footwear processing trade and reverse the unfavorable position of China's footwear industry in the division of labor in the international shoe making industry chain. The strength of the brand can be used to fight the domestic and foreign markets, so that shoe enterprises can occupy a place in the industry.

Domestic shoe companies want to seek broader space for development, and cooperation with foreign brands is only one way. After all, no one can foresee how far the "hedge" shoe companies can go on this competitive road. The key to domestic shoe enterprises is to actively work hard on their own brands, so that they can stand out in the market, meet the needs of consumers, cultivate brand loyalty, step by step into the international arena with the image of Chinese brands.