Quanzhou'S Shoe Brand Tracks ASEAN'S "Proximity" Internationalization

Background: not long ago, the State Council's opinions on speeding up the development of sports industry clearly pointed out that by 2020, cultivating a number of internationally competitive sports backbone enterprises and enterprise groups will undoubtedly be a "strong heart" for speeding up the brand internationalization of related enterprises in our city.

In the near future, the municipal Party committee and the municipal government will elect a number of independent brands with good basic conditions and great potential for development, and focus on the cultivation of China's world famous brand products and Quanzhou quality award enterprises in the city.

Set up monopoly channels, introduce a complete set of design software, and participate in international standard setting.

Many first-line brand enterprises in our city accelerate the pace of "internationalization strategy".

In fact, in the domestic market, the competition of domestic brand expansion and sales has reached the level of white hot. Accelerating the pace of brand internationalization has become the choice of these brand enterprises.

ASEAN's "proximity" internationalization

Moderator: at the time of economic pformation, how to speed up the pace of brand internationalization is a problem that enterprises have to consider.

Please talk about the main form of speeding up the brand internationalization of Quanzhou enterprises.

Su: in the past, Quanzhou shoes went abroad for a long time in the wholesale market, and at the terminal, they entered the warehouse supermarket or reduced to the flea market.

However, with the continuous enhancement of brand awareness of Quanzhou enterprises, more and more enterprises choose to build their own channels overseas.

Overseas investment is the main form of accelerating the pace of internationalization of Quanzhou enterprises.

Enterprises can use the GSP of ASEAN countries to avoid trade anti-dumping duties and high tariffs, such as establishing brand stores and production bases overseas, and grasping sales channels and value added links, so as to enhance the competitiveness of brands in the international market.

Lin: due to various preferential policies granted by the governments of Southeast Asian countries, many enterprises feel that the production base in the region has more cost advantages.

It is understood that many enterprises in Quanzhou this year gathered to visit southeast Asia to explore the establishment of factories or stores.

Zhang: exporting brands in Southeast Asia as a springboard enables enterprises to effectively reduce the related development costs. On the one hand, the local residents' body type is more similar to domestic consumers. The accumulated experience of decades of garment pattern and foot mold can be applied smoothly in the region. On the other hand, China has similar cultural identity with Southeast Asian countries, which is conducive to the rapid spread of corporate brand.

However, from the consumer market, the current global economic growth point is still in Asia, of which China occupies a large proportion.

For the sporting goods industry itself, for example, in the United States, the consumption concentration of mainstream brands such as Nike and Adidas account for more than 70% of the market, while this consumption value in China may be less than 20%, basically in the "Warring States period".

The degree of saturation and concentration of mainstream sporting goods brands in the domestic market is far from enough, so we can try to develop overseas markets, but the main energy should be placed in the domestic market, and strive to do well.

Standardization of "momentum" both inside and outside

Moderator: as the national shoe and clothing industrial base, our city has launched the supporting and rewarding measures to win the Municipal Quality Award, the China world famous brand reserve resource pool and the participation in the formulation of international standard enterprises.

In the process of implementation, how can we effectively use the government's reward to strengthen the brand?

Su: from the domestic successful experience, we must rely on the leading role of leading enterprises to speed up the process of brand internationalization.

Take Wenzhou leather shoes as an example, under the leadership of the "leader", a strong brand echelon has been formed -- the first tier of national brands marked by Chinese famous brands and well-known trademarks in China, and second and third echelons are formed to form regional brand internationalization.

Lin: from a certain point of view, the government gives more credit support to key reserve enterprises. At the same time, it is the most beneficial to enterprises to give top priority to the introduction of high-level compound talents, household registration, family education and housing placement.

In addition, many shoemaking enterprises want to buy moulds for specialized shoe soles and shoe last enterprises for mass production, and because shoemaking enterprises do not have proprietary intellectual property rights for these soles and shoe last moulds, shoe manufacturers will sell these molds to other enterprises in order to increase their efficiency. This objectively results in the serious homogenization of products in the footwear market. Therefore, enterprises with independent intellectual property rights will make the products more competitive in the market.

Zhang: drafting international standards is an important way for Quan enterprises to compete for international "discourse power". Recently, Anta, XTEP, global and Jordan four enterprises participated in the drafting of 6 international standards. This is a breakthrough in domestic participation in international standards.

In the drafting work, we found some problems. For example, the whole shoe making industry had a slow grasp of the core trend of international standards, and enterprises could not respond to changes in international standards in time. This also made footwear enterprises relatively passive when faced with foreign technical barriers to trade.

At the same time, enterprises participate in the standard setting work, often because of the lack of professional human resources, can not cope with the rapid changes of new materials and new processes, leading to lagging behind product standards, and more advanced technology standards can not quickly become a shared resource in the industry.

Therefore, it is necessary for enterprises to set up a number of full-time personnel to participate in standard training and establish a long-term mechanism of standardized supervision so as to enable the standardization construction of enterprises to run in a long-term and effective manner.

Localization in loco do as the Romans do

Moderator: how to overcome the problem of "acclimatized" in the process of brand internationalization?

Lin: to break through the international market, it is not enough to rely solely on brand awareness and reputation.

East Asia, North Asia, Central Asia and Europeans have different editions, shoes and shoe last. Export products must be produced according to local tastes and physiological characteristics.

Zhang: in terms of seasonal climate, we are making winter goods. Australia may be making summer goods. Southeast Asia has only one summer in a year. The proportion of products in winter and summer in every region depends on the local seasonal climate and population demand.

Therefore, to accelerate the pace of brand internationalization, we must pay special attention to subdivision of population preferences and changes in regional seasons.

Sue: like Adidas and Nike entering the Chinese market, local brands will also face a series of localization problems if they want to enter the foreign market.

Talent shortage is the biggest problem of Quanzhou brand overseas expansion.

So far, there are few successful cases in which Chinese brands can really stand in foreign countries. To a large extent, China's international talent pool is not enough.