Guangzhou Leather Industry Has Its Own Brand Fever.

About 65% of China's leather goods come from Guangdong. According to incomplete statistics, there are more than 1 leather goods manufacturers in Guangzhou and more small factories. In the rush hour of production and marketing, there are nearly 3 leather goods manufacturers in Guangzhou. According to the financial circles, more than 90% of these leather enterprises are small and medium-sized enterprises.

"Exports are less than 60%-70% in previous years. At present, the manufacturers in Europe and the United States have not paid for the deposit even if they have placed an order. Some manufacturers have ordered goods but delayed delivery, and foreign businessmen are optimistic about our products but they are late. Talking about the export of leather goods at present, Wu Liang Zhong, general manager of Guangzhou leather goods business association and general manager of Bao Peng leather goods (clothing) Co., shook his head.

At present, new changes have taken place in the leather business circle of Zi Yuan Gang. Reporters interviewed several times in Zi Yuan Gang leather goods mall to see that in the past market crowded scenes were missing, instead of sparse people.

A dilemma of retreat

Export sales have been blocked and domestic sales have become the only choice for many export leather manufacturers. However, in the transition to domestic sales, these manufacturers have to face the problem of dispersed customers, high inventory pressure, and the return of domestic market and serious pressure. What is more serious is that, because domestic leather goods manufacturers have long neglected brand cultivation, the vast majority of the domestic high-grade leather goods market has been occupied by foreign brands.

In the process of qualitative change of public consumption behavior, most enterprises in the leather industry in Guangdong did not adjust their business strategy in time. The awareness of their own brand was not strong. They were more concerned about short-term interests, unwilling to invest too much in cultivating their own brands, and did not form a group of famous brands widely recognized by the public. Some well-known domestic brands also failed to pay attention to consolidation and maintenance, and the brand image began to rise and fall. On the contrary, because of the great attraction of the Chinese market, some foreign brands or foreign brands registered abroad have entered the country, occupying the vast majority of the market share of leather products in China. In Guangzhou's Tianhe, Guang Bai Department stores and friendship stores, more than 90% of the top grade leather products are foreign brands.

The immediate consequences of pursuing immediate profits and belittle brand building are finally apparent: the decline in export sales and the obstruction of domestic sales, and Guangdong's leather products are in a dilemma.

make Own brand

It has been observed that domestic enterprises, especially those that are fashionable and branded, are significantly less affected by the financial crisis than those of export enterprises. In the export enterprises, the impact of the high-end road enterprises is significantly smaller than that of the low-end enterprises.

This gives the leather industry an inspiration: to truly revitalize, we must thoroughly innovate the old mode of development and take the confidence and courage of change to do our own. Famous brand 。

"Make a brand, make money and do it at a loss." Wu Liangzhong described his business philosophy in this way. As one of the earliest enterprises involved in leather industry in Guangdong, Guangzhou Bao Peng leather goods (clothing) Co., Ltd. had long known as "Lang Chen" in 1996. brand 。

At present, aware of the brand value, Wu Liangzhong, who is committed to building its own brand of leather goods manufacturers, has begun to increase in Guangdong. Make the start of the external brand, start the brand, start the domestic market, do the domestic wholesale hope to change the way of doing business to do monopoly.

As for how to correctly build their own brand, the industry believes that we should give full play to the role of the leather industry chamber of Commerce, formulate a more practical strategic plan, select several brands that are currently doing well to carry out the pilot projects, and provide support for resources, manpower, material resources and publicity, and unify the industry goals in the same way. Secondly, leather leather merchants should implement the whole brand management strategy within the leather and leather businesses. The company should be responsible for the brand from top to bottom, so that each employee will have a sense of identity for the brand. Third, we must attach importance to consumer value, especially in brand dissemination. Fourth, we need to have a sense of innovation; fifth, we should set up leather leather professional managers training courses and technical training courses.

Leather industry is looking forward to overall improvement.

According to the information provided by the Guangzhou Leather Goods Association, China's annual processing of light leather reaches more than 500 million square meters, ranking first in the world. The export of leather products ranks first in the light industry for 6 years in a row. China is increasingly becoming the international brand leather processing and production base, and the production technology has reached the international advanced level.

However, according to a comprehensive reporter's understanding, leather goods in Guangdong and even mainland China have a large gap with the advanced countries in terms of brand cultivation, market management, product design, quality control and so on, which restrict the growth of leather brand. The leather industry in Guangdong urgently needs to start from the following aspects to improve the quality of the industry: standardize market order, strictly control disorderly competition, improve overall quality, cultivate various talents, and improve the production level and quality of raw materials.

In addition, China's leather standard is old and difficult to meet market demand. For example, there are no separate leather standards for luggage and bags. The standard of clothing leather and shoe upper leather is only applicable. Hardware accessories are still adopted in the early 90s of last century. All these restrict the improvement of leather products' quality and grade at the technical level.

Therefore, Guangdong leather manufacturers appeal to build an international leather brand that can compete with international famous brands and have Chinese characteristics, and urgently need to upgrade the leather industry.