"Foreign Vest" Can Not Help Shoe Enterprises Internationalization? (2)

In the current situation, it is from Europe to KAPPA, LOTTO and FILA.

In the acquisition of foreign brands, as the domestic sports brand elder brother, Lining is now in front of its domestic rivals.

In addition to the short term cooperation with KAPPA in 2001, Lining's overseas brands, which are currently operated by Mr. Ai Gao, have a joint venture with France AIGLE (Ai Gao), the outdoor sporting goods brand AI Gao and the twenty year exclusive licensing agreement.

In July, when it announced that it had purchased 165 million yuan from Quanzhou's Shishi sports company, 6 brands including Lining, including Z-DO (new mobile), AIGLE (Ai Gao), Lotto, red double happiness and Kaishun, were now owned by the Li Ning Co.

These brands together constitute Lining's multi brand strategy.

Prof. Zeng Lu, vice president of the school of Business Administration of Huaqiao University, has made a statement. "Hit the nail on the head" has pointed out that the essence of a number of Quanzhou sports brands to excavate NBA resources is to feed the Chinese market.

He also said that the Quanzhou sports brand should not enter the international market at large at this time. He gave four reasons: "1, the domestic market is still very large; 2, local brands do not know much about overseas markets; 3, the understanding and recognition process of consumers in overseas markets to our brands is not a temporary achievement; 4, the expansion of the international market requires higher requirements for product development, market information collection and so on.

This is the same as everyone's concern about the internationalization of Chinese shoe brands.

In addition, there are several key factors that will affect the internationalization of China's footwear industry.

Among them, the lack of formulating and implementing the overall plan of brand internationalization strategy is the primary factor.

The current director in charge of brand internationalization is simply applying the operation mode and operation experience of the domestic brand to the internationalization of the brand, resulting in the difficulty of adapting the brand operation to the needs of the overseas market, or the lack of innovation in the specific operation strategy of the brand operation, and the ability of brand integration and dissemination is obviously not suited to the strategic needs of the brand internationalization.

Secondly, too much reliance on foreign agents has also affected the overall planning of overseas brand publicity.

Under the influence of agents and sales area, brand publicity lacks integration.

The three is the lack of integration of the organizational functions of the brand internationalization business, and it is difficult to adapt to the further expansion of the brand internationalization strategy.

The organization of implementing brand internationalization strategy is mainly embodied in functional and product type. Some enterprises involved in the brand internationalization business are still scattered in the domestic business management department.

Necessary work

Despite the effectiveness of the internationalization of the major shoe companies, brand internationalization has not yet become an enterprise.

After all these, the Chinese footwear industry must base itself on the domestic market, ensure the survival and development of the industry, develop the global brand and channel, occupy the international market space with the advantages of long sleeve dance, and realize the sustainable development of the footwear industry.

At present, this collective exploration is king's way. It can not only alleviate the conflict of competition in the domestic market to a certain extent, but also make the group effect of mutual influence and learning promoted more effectively on the road of overseas expansion.