Pearl River Delta Shoe Enterprises To "Kill" Into The Domestic Market (2)

Breakout: tug "kill" into the domestic market

The Pearl River Delta business has entered the domestic market in a tortuous and arduous way. If a company operates alone, it will surely be very thin. Reporters found that more and more enterprises began to realize the power of Baotuan, and in order to break through the difficulties of channel and brand.

Dongguan is a famous shoe manufacturing center in the world. It is only a shoe industry. Houjie produces more than 1 billion 500 million pairs of shoes annually. Footwear industry in Dongguan Brand alliance It is launched by the world shoe industry headquarters base in Houjie. At present, there are more than 40 shoe enterprise alliance members.

In order to compete for the domestic market, almost every shoe company has registered more than one brand. But the average age of the brand is only 1~2 years old. The shortest time of birth is only a few months, and the longest is only 9 years. Wen Haibin, managing director of the world shoe base, told reporters.

Most shoe companies do not have high brand awareness, and their growth is faced with the problem of time lag. If there is no protection in the fierce competition in the domestic market, it will soon die. And companies are holding together, just like the scattered fingers together into a fist, more powerful.

The advantage of regional brand alliance is more important to attract the attention of large domestic buyers. Wang Hui, deputy general manager of excellent footwear industry in Dongguan, is very optimistic about this: "before we wanted to enter a shopping mall, it was difficult to see the Department Manager of the shopping mall. The reason is that the strength of a single brand is too small. Now that there is a brand alliance, the footwear industry in Dongguan has joined forces, and can even directly talk to the chairman of the mall. Last year alone, the Dongguan footwear brand alliance won more than one hundred million yuan of orders.

Brand alliance also enables enterprises to have more voice in domestic sales and enhance their bargaining power with large buyers. Wen Haibin, for example, Shoe enterprises The most troublesome problem in domestic sales is entrance fees and shopping malls. According to the industry's rules, shopping centers will pick up 28% to 35% points of sales. And through the negotiation of the brand alliance, the discount point of the shopping mall can be reduced to about 22%, which is very important for the shoe enterprises.

In the economic map of Guangdong, there are more than 100 industrial clusters: appliances in Shunde, aluminum materials in the South China Sea, lights in ancient towns, wool in Dalang, clothes in Humen, underwear in Yanbu, etc. The output of many products reaches 30% to 50% of the total volume of the country, and some products even reach 80% of the world's total. At this point, it is undoubtedly the best path to open the domestic market with regional brands.

Foresight: "post factory" should also have "front shop".

"In the next 10 years, if there are 10 million migrant workers transforming into urban residents every year, there will be 100 cities with more than 100 thousand people. If the consumption capacity of each peasant worker will be increased by 3.5 times, the cake in China's domestic demand market will increase by 3.5 times, which will support China's development in the next 30 years. At the Expo, "foreign enterprises expand the domestic demand market Summit Forum", Zhang Yansheng, director of the Foreign Economic Research Institute of the national development and Reform Commission, said.

China's " Domestic demand Era "It has arrived. Whether the Pearl River Delta enterprises can break out of tight encirclement and rush into the domestic market has become a new topic for testing the government. Last year, Guangdong issued a series of policies on promoting foreign investment and processing trade to expand domestic sales. The pattern of over reliance on external demand has changed over the past year since the introduction of "combined boxing". According to statistics, the total domestic sales of foreign-funded enterprises in Guangdong accounted for 32.7% of the total export volume of the province in 2009. The dependence on foreign trade decreased by 22 percentage points in 2007 before the outbreak of the crisis.

And the newly closed Expo is even known as the "domestic version" Canton Fair, opening the door to the domestic market for enterprises, with turnover exceeding 50 billion yuan. "The Expo is only four days away, and the amount of your order is bigger, and the problem is limited. Where does the enterprise go direct after the end of the Expo?" the question of the PRD enterprises is worth thinking about by the government -- how to extend the function of the Expo.

Reporters found that the Pearl River Delta, which has been playing the role of "post factory", has been hoping to become a "front shop" to help tens of thousands of enterprises set foot on the road of domestic sales. According to the insiders, most of the commodities in the Yiwu small commodity wholesale market come from the Pearl River Delta, the most important of which is Dongguan manufacturing. Dongguan has the advantage of manufacturing and its location is even better. Why can't we build a big market to serve Dongguan?

In Dongguan, four new factory outlets and three small commodity markets will be launched, including the new Southern China MALL and the big wool weaving trade center, trying to dock with the Expo and extend it into a "never-ending" Expo. It is worth noting that the government's guidance to the "front store" is indispensable, otherwise the blind layout and lack of planning will bring huge waste of resources.