Chinese Shoe Enterprises Enhance Product Technology Content And Occupy Market Heights.

For foreign brands, 2009 was a disaster. Under the impact of the financial crisis, foreign shoe companies were defeated by Mai Cheng: at the beginning of the year, Nike shut down 3 Chinese shoe factories and then closed the only private factory in China. MIZUNO, the biggest sports brand in Japan, closed down 200 stores in China, BELLE, Daphne And other agents have shut down a large number of Adidas and Nike stores.

For domestic shoe companies, this is a great opportunity. With the withdrawal of foreign brands, local shoe companies represented by some "genuine leather signs" are in the opposite direction, increasing sales channels and grabbing market gaps left by foreign brands. At the same time, local shoe companies are also working hard to improve their core competitiveness. In the past year, BELLE has sold more than 9000 brands, and Wenzhou shoe companies have been attacking many stores in many cities in the country. The number of terminal outlets of Lining, Anta, PEAK, 361 degree and XTEP has exceeded 6000. Many domestic shoe enterprises have been proudly standing in the fierce market competition after the baptism of the financial crisis.

"Leather logo" enterprises to increase brand build

Local shoe companies already know the importance of brand building. In the post crisis era, many shoe companies increased the intensity of brand promotion. Guangzhou Red Valley leather goods Co., Ltd., from Yunnan Lijiang, has inherited the history and culture of the cobbler since the Ming Dynasty for 600 years. Red Valley company firmly grasped this characteristic, striving to provide consumers with "fashion and rustic" leather products in the positioning of products, and advocated the idea of "quality and simplicity", so as to establish brand differentiation. In addition, the Red Valley company has established a history museum of Shuhe cobbler in Lijiang, and has built an exclusive activity area for the VIP members, the Red Valley Inn. Not long ago, they published the book "600 years' Legend of Shuhe cobbler", so that more consumers can understand the thick history and cultural details of Red Valley. In the rapid development of enterprises, Red Valley has realized that Chinese consumers are becoming more mature, and they prefer products with high quality and high credibility. To this end, Red Valley company in 2009 to the China Leather Association put forward the application of leather label. After receiving the application, the China Leather Association conducted a field investigation and investigation of the company, and thought that the Red Valley company was in line with the requirements of the real leather label enterprise, and decided to formally award Red Valley company's "real leather label enterprise" in the near future.

Zhejiang AOKANG shoe industry Limited companies choose to sponsor TV series to achieve brand communication. The TV drama "falling in love with the anchors" is filmed by Zhejiang satellite TV and the Huayi Brothers media Tianyi film and television company. It is an inspirational drama that shows people's life, emotion, workplace fighting and enterprising. AOKANG will provide shoes and bags for the leading actors and heroines in the play. AOKANG will naturally put the AOKANG brand into the plot and interactive section of the play, and disseminate the core positioning of the business fashion in a lively and efficient way. Jiang Yihan, director of AOKANG brand promotion, said that after the play was broadcast, AOKANG will also introduce the fashionable shoe bags for some of the characters in the play to fully integrate the series activities under the online and offline activities. This forced audience to accept the brand information to moderate the audience to choose the brand, is also one of the increasingly mature brand communication mode.

Upgrading technology content and occupying market heights

Improving the technological content of products has become the consensus of domestic shoe enterprises. The leather mark enterprise, Wenzhou jaerda Shoes Co., Ltd., applies nanotechnology to shoes, and puts air bags on sole to form "foot sole air conditioner". This nano function air conditioning shoes cost more than 10 dollars more than regular shoes, becoming a new profit growth point in 2010.

In order to always stand at the forefront of technological progress, Guangzhou Red Valley leather products Co., Ltd. has set up the first business school of leather goods enterprises, Red Valley Business School, training enterprise management cadres, grass-roots employees, franchisees and supply teams. Red Valley business school has set up seven branches of human resources management, leather design, marketing management, information management, financial management, and supply chain management, providing an intellectual support for the technological progress of Red Valley.

Spring is a season full of hope. Chinese local shoe enterprises are taking the opportunity to work hard this spring and look forward to the next fruitful harvest.