There Is Hope For Shoe Companies To Get Rid Of The Trend And Set Up Brand Names.

　　日前，“2010鞋業流行時尚發布會”如期在時尚之都上海舉行，國內鞋業知名品牌蜂擁而至，許多鞋品牌秀出了擁有自己特色的功能鞋，吉爾達主推納米功能空調鞋，江.博士自稱為健康鞋專家，保羅蓋帝倡導“鞋與腳的和諧”理念……功能鞋大放異彩之時，一些跟風者接踵而至，狂熱地追趕著潮流，對此，北大博士朱懷江告誡說：“鞋品牌的希望在于鑄就自己的靈魂而不在于跟風。在后危機時代，鞋品牌拓展切忌跟風。”

With the easing of the financial crisis, the footwear industry has entered a relatively stable period, with the increase of orders and the increase of export volume.

However, we can not deny the fact that there is a tendency to follow suit in the current shoe market. If you copy me, I imitate you, resulting in serious homogenization of shoes.

The "art" of crafty and clever investment, which invested a lot of money and energy to develop innovative shoe enterprises, is regarded as a "silly hat". The patent products that are not easy to be developed are unscrupulously grabbed by some unearned enterprises, and then they are "grafting" on their products for profiteering. Because a lot of funds have been invested in scientific research, the new products that are hard to create with scientific and technological content are not able to shine in the market because of shortage of funds. Therefore, some shoe companies are too lazy to invest in funds for scientific research. Plagiarism became a habit. Imitation became a steal.

Zhu Huaijiang said: "in the craze to catch up with the trend and intoxicated, the lack of independent thinking of Chinese shoe brands are losing their personalised faces. When all shoe brands share a set of thinking patterns, we can only get into a crowded and narrow shoe culture or market, bumping against each other, squeezing each other, and then slowly shrinking and collapsing."

  　　  跟風者難改隨從地位

Why is the international expansion of domestic shoe brands so difficult?

Why do many Chinese shoe enterprises become the processing factories of foreign shoe brands?

The lack of core technology and the phenomenon of following suit are undoubtedly the most criticized parts of China's footwear industry.

Due to the lack of core technology, lack of independent innovation and independent intellectual property rights, many Chinese shoe enterprises can only struggle at the low end of the industrial chain, struggling and unable to build a brand with core competitiveness. Even if the Chinese shoe brand has mastered some core technologies, it will soon be weakened by its followers.

At the end of last century, the researchers of jarda shoes company worked hard for ten years. They used nanomaterials in shoe materials, and installed air conditioning devices in their shoes. At last, they developed "nano function air conditioning shoes", known as foot sole air conditioners.

This kind of shoes can discharge the turbid gas in the shoes cavity when people walk, purify the air in the shoes, reduce the sweat and foot odor, and harvest more than 20 patents.

Unexpectedly, some shoe enterprises see that the "nano function air conditioning shoes" market is hot, and produce similar shoes like oxygen bar shoes, breathing shoes, air conditioning shoes and so on. As a result, consumers are in cloud and fog, and they have doubts about the market of functional shoes, which makes the development of Chinese power shoes lag behind.

Following the trend is a common fault in shoe brands. When you see what business is good, everyone is in a rush, and thousands of troops are crossing a single log bridge.

You make functional shoes, I also engage in functional shoes, you use celebrity endorsements, I also asked celebrity endorsements, the result of the market has not widened the width of the shoe brand in China did not "carry forward", it is crowded to death and trampled to death, killing a large number of followers.

Just like apple CEO Jobs said, "the difference between leaders and followers is innovation."

Actually, the shoe brands that follow suit can hardly change their attendant status.

   　　 鞋企品牌有靈魂才能有希望

Some people say that without soul, there is no hope.

For the shoe industry, a brand without soul is also a hopeless brand.

The soul of the brand is the core value of the brand, which includes the core material value of the brand, the core value of the brand, and the core personality value of the brand.

Zhu Huaijiang told the author Tan Ru: "the shoe brand followers tend not to follow the feeling, but follow the strong brand products.

From design to product concept, from the use of materials to the evolution of the function of shoes are accustomed to plagiarism, lack of differentiated design, differential positioning, therefore, the lack of brand soul, consumers are hard to follow the brand memory, is also accustomed to imitation, those with technical patents shoes brand is more outstanding, become the target of followers.

According to statistics, in 2009, China's footwear products (leather shoes, tourist shoes, cloth shoes, rubber shoes) and other output exceeded 10 billion pairs, accounting for more than 50% of the world's total output, ranking first in the world.

However, the low level of industry competition and the low profit margins are also the fact that the famous shoe brands are rare.

In order to carry forward the brand of Chinese shoes and sustain the development and impact on the international market, some Chinese shoe brands have begun refining the brand's personality and spirit, attaching and integrating into the shoes brand, forming a unique brand appeal, giving the product more emotional value.

The unique core concept of brand building is an important magic weapon for the brand to move towards the international market.

At present, jelda's "believe in every step", BELLE's "change, so beautiful", Lining's "everything is possible" and so on, and so on, the Chinese shoe brand's core concept is also molded very classic, so these shoes brand can be popular in the market.

The development of shoe brands must look for brand differences and core points, shaping the soul of shoes brand, and following everything is short-sighted and futile.

At the docking exhibition of "famous brand entry store" in Shanghai, Wei Ya Fei, director of the shoe Association of China Leather Association, talked with the writer Tan Ru about the development of shoes brand. She believed that a new core concept should be condensed, the brand positioning should be set up, and the products with rich scientific and technological content will be developed, and the core elements of the shoe brand will be enriched by the injection of the fashionable elements of the era, thus giving the soul of the shoe brand the soul. This is the prerequisite for the birth of a shoe brand, and is also the hope for a shoe brand in the future.