Brand Awareness Of Chinese Shoe Companies Awaken Scenery And Go Abroad

Chinese garment enterprises have entered the period of self created brand after the era of foundry. Brand is a double-edged sword. Proper use can help enterprises attract consumers and occupy the market. Otherwise, consumers can not get the recognition of consumers, and gradually disappear in the competitive market. In the past, many enterprises in China did not really understand the brand strategy, so they failed to try, resulting in a large number of brands without core competitiveness coming out, but all of them ended in failure.

In the context of reform and opening up, domestic enterprises began to realize the importance of brand, and invested funds and energy to create excellent independent brands, and made some achievements in the domestic market. With the growing strength of enterprises and the gradual saturation of the domestic market, some forward-looking companies have long turned their attention to overseas markets outside China. With the popularity, reputation, influence and competitiveness of brands, they have gone abroad.

As the leader of China's sports brand, Lining has worked hard for many years, and finally laid a solid market foundation in China. In 2010, the first American retailer officially opened in Portland. It also indicates that Lining has taken another step in the process of internationalization strategy.

In fact, as early as 1999, Lining put forward an international development strategy. In those days, the group participated in the ISPO sporting goods fair to prepare for the European market. In June 2000, Lining beat Adidas to win the equipment sponsorship of the French gymnastic team. Later, he extended his own franchisee in 9 European countries, including Spain, Greece and France.

By 2004, Lining products had been sold in 23 countries and regions. In the latest Lining Annual Report 2009, Lining's sales of 8 billion 387 million yuan far exceeded that of Adidas in Greater China. As a result, Lining for the first time in 5 years in the domestic sales surpass Adidas, the upward trend is fierce.

However, a careful analysis of the relevant data shows that Lining's domestic sales account for 99% of the company's total sales, while overseas markets account for only 1% of the total sales. This embarrassing data shows Lining's weakness in the international market.

Admittedly, the internationalization strategy can expand the market development space for enterprises, which helps to increase the economic efficiency of enterprises and enhance the competitiveness of brands. In the increasingly competitive footwear market, brand shoe companies need to tap more market survival opportunities to establish their own market position by continuously meeting the individual needs of different consumers. The share of the domestic market only obviously can not satisfy the growing desire of brand shoe enterprises. The internationalization strategy of "going global" has become an ideal way for many shoe enterprises to achieve higher profits.

Although some enterprises have already obtained benefits from it, many enterprises have paid a heavy price for it. The failure of the internationalization strategy may lead to all the efforts of the enterprise, and thus lose the confidence to conquer the international market. The reason may be that the strength of enterprises is not strong enough, or they can not formulate strategies according to local conditions, and sometimes the difficulty of implementing them is far beyond expectations.

Analysts believe that the reason for Lining's slow progress in overseas markets is mostly due to the conservative international strategy. When the major domestic sports brands begin to take action in the international market, Lining's inevitable adjustment is to adjust his internationalized strategy appropriately if he wants to maintain the advantage in this market. So, for those shoe companies with "going out" intention, what lessons should be learned and reasonable plans should be drawn up so as to develop smoothly under the correct guidance of the internationalization strategy?

In the domestic market, the success of brand shoe enterprises is inevitable. It is the only way for enterprises to accelerate their growth. But after all, different markets and consumers have different needs and preferences. Therefore, when implementing the internationalization strategy, shoe enterprises should be very cautious. Shoe enterprises should carry out strict self-assessment before implementing the internationalization strategy, and predict the possibility of winning.

Then choose appropriate countries and regions according to factors such as political culture, income level, customs and habits, and formulate corresponding internationalization strategies in a realistic way, make the correct brand positioning, and produce high-quality products with high technology content in order to make the difference meet the market consumers as much as possible so as to get the affirmation of the target market. Footwear enterprises with strong strength can also adopt OEM or invest locally in factories. In the long run, they can save more production and operation costs for enterprises, and help shoe manufacturers to do their best to improve their core competitiveness.

At the same time, shoe enterprises should also be steady and steady in marketing channel construction. Through a comprehensive investigation and analysis of the local market, weighing their own capabilities and competitive situation, we plan to select different types of cities to lay the terminal, cooperate with the relevant parties with mature marketing network and experience, and use various marketing strategies and promotions to attract consumers, so as to cultivate consumer loyalty with perfect service and win the market's affirmation and praise.

Of course, shoe companies should also fully understand international trade rules, take advantage of favorable conditions and avoid adverse factors, and adjust their internationalization strategies in a timely manner so as to better adapt to the market situation that should be followed.

With the continuous development of the global economy, the competition in the footwear industry will become more and more intense. Brand shoe enterprises should expand their strength advantages, speed up the process of internationalization strategy, clarify the situation based on the national market, adhere to the quality of products as the key point, improve the level of service, and strengthen internal management, persist in building brand building efforts, optimize and adjust the business mode in accordance with the market environment, and be ready to meet the new round of victory.