Wenzhou Footwear Industry Is Now Creating Brand Fever.

With the fierce competition in today's society and the advantages of enterprises in the competition, we find that one of the greatest advantages of today's enterprises is to set the good image of enterprises in the products of enterprises. brand It is the display of corporate image. The effectiveness of brand can enable consumers to understand the advantages of enterprises better and intuitively. So the best way to understand the business is to understand the brand. China's new wave of brand creation is sweeping the Yangtze River Delta in a nearly "great leap forward" fashion. Not only do foreign trade enterprises want to achieve "two legged" walking, but also the domestic and foreign trade enterprises are expanding the proportion of domestic sales.

Teng Xingbiao is the chairman of Wenzhou Fu Luo fan Shoes Co., Ltd. As the crisis deepens in 2008, the "fan Luo fan" orders that had been transferred from the Pearl River Delta maintained steady growth. At that time, he mainly did two things: personnel adjustment, opening up the market and obtaining more foreign countries' export certification. Quietly waiting for the next economic cycle to come.

In 2009, the establishment of China ASEAN Free Trade Zone allowed Teng Xingbiao to see the opportunity.

When I saw him again, he said he did another thing in the second half of last year, "registered his brand". The company has always been a 100% extroverted enterprise. The wait for this economic cycle is not as long as we imagine. This year, export orders can be described as "full". Teng Xingbiao said: "the export orders for footwear industry in Wenzhou increased by more than 40% in 1-5 months. This is mainly due to the fact that a number of enterprises in the crisis have died or transferred to other industries."

The export of the whole city of Wenzhou increased by 26.5% in 1-5 months, although this figure is lower than 33.2% in the whole country. However, Wenzhou suffered less impact in the financial crisis, so the base number was higher than that of the whole country. Now the export has basically resumed growth, and the clothing and footwear industry is higher than the ceiling level. Li Shao, director of the foreign trade department of Wenzhou foreign trade and Economic Cooperation Bureau, said.

It can be seen that the foreign trade situation is not only improving, but may even continue to improve. When export markets get better, why do they create brands in the opposite direction and expand domestic sales? The actions of bosses are subconscious. Teng Xingbiao said that the financial turmoil has taught everyone a good lesson. Putting eggs in a basket is dangerous. He analyzed that there was a huge risk in the face of the temporary "turning around": Global trade protectionism is on the rise, domestic labor costs and production costs in all aspects are rising, which is much more difficult than raising foreign prices, and profits are getting lower and lower.

Initial involvement domestic market Soon, Teng Xingbiao was surprised to find that compared with the Chinese market, the channel of the European and American markets is simpler. However, foreign trade enterprises that are accustomed to dealing with foreign clients have found themselves in a domestic market only when they are transferred to the domestic market. All year long, relying on outside orders, they have already lost their ability to fight at home. Facing the complex domestic market, they have become a localized Chinese company.

"Mainly because the domestic market is immature." Teng Xingbiao analyzed the difficulties in the transformation of domestic and foreign markets. In terms of funds, domestic wholesalers are in arrears with the payment of loans. "Deposit is also given, but after delivery, all funds are in place for 4-5 months. There are few such problems in export. Letters of credit are basically available in two months. Backlog is also a big problem. Exporter usually makes orders in advance to ensure his supply in his home market. Unlike in China, a product sells well, giving you only one week's production time. When you could not produce enough, there were other factories that mimic the alternatives. In this case, it is necessary to produce more products and sell them all at once, resulting in a backlog of inventory.