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Footwear Industry In Wenling: Brand Management And Quality Reform Is The Only Way For Enterprises To Save Themselves.

2010/7/19 9:11:00 62

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Brand Management PVC Material Pformation And Upgrading Of Polyurethane Footwear Industry

quality

Why do we sell shoes that are similar in style and comfort? Why do we sell thousands of pieces, and only tens of blocks? "Pan Ke Cheng said," the answer is two words:

brand

Pan Kecheng believes that the nature of labor-intensive industry determines that the ultimate competition of shoe industry is not in technology content, but in cost and brand.

According to this logic, brand management is the only way to save itself after the cost advantage of Wenling shoe industry is declining.

The truth is far from being so simple.

As early as the 90s of last century, the footwear industry in Wenling put forward the development thinking of brand management.

Over the past decade, the footwear industry in Wenling has emerged 1 national export inspection free enterprises (PO lett), 4 well-known trademarks in China, 4 famous brand products in Zhejiang, and 7 well-known trademarks in Zhejiang, but overall, it still shows a pattern of "small, low and scattered".

"Every industry has agglomeration effect. Most of Wenling shoes are low-grade.

shoes

The customers are customers who purchase low-grade shoes.

You suddenly do high-end shoes, first, without this technical atmosphere, another customer who purchases high-end shoes rarely comes to you.

Sheng Jianyong analyzed this way.

In 2006, a famous shoe manufacturer in Wenling went on the production of Ma Zhen leather shoes.

A year later, the project ended without any reason. It was said that the sale was bad.

Zhuo Ling company

It is the chairman of Wenling shoe leather industry association and one of the leading enterprises in Wenling footwear industry.

"Enterprise development must have a realistic orientation.

We are not the elite of brand development. What we can do is the elites of production, do our products well, let more companies buy your products, then paste their brands.

Sheng Jianyong said.

But there are many enterprises that challenge this view.

Starting in 2008, Qi Jiang, Taiyuan and other shoe enterprises have gradually launched the production of genuine leather shoes, and supply exceeds demand, and sales prices have been rising again and again.

With the production of genuine leather shoes, why did the famous shoe enterprise fail before, and Qi Jiang and Taiyuan will succeed? Pan Ke Cheng believes that the main problem lies in the timing: "in recent years, companies have been trying to produce real leather shoes, and gradually formed a gathering effect, so it is much easier for enterprises to go to the real leather shoes."

At the same time, foderon, which produces children's shoes, spent 5 million yuan on the brand.

And 7 stores have been opened in all parts of the country. The supply of products is in short supply, and the retail price is even sold to a pair of 100 yuan.

"Why can it be so expensive? Because the shoe materials are high-end, and the styles are designed independently.

The most important thing is that the product has initially formed a brand effect. "

Zhu Fude, chairman of the company, said.

Shoe building carries the dream of upgrading

People passing through Wenling city's wan chang road can see the majestic appearance of Wenling shoe building.

The investment of 200 million yuan of high-rise buildings has now reached its peak and will be put into operation at the latest.

As the R & D base of Wenling footwear industry and the headquarters of Wenling shoe enterprise headquarters, the office buildings of the buildings have long been sold out.

It is worth mentioning that some shoe industry supporting enterprises will also enter the shoe industry building.

"We are upgrading with finished shoe manufacturers."

The head of East Asian Company said.

East Asian Company is one of the largest professional sole manufacturers in China, and its products are sold to Wenling market 80%.

From the two rubber to PVC material, rubber and plastic synthesis, polyurethane, and finally to the bottom of EVA, the changes of the sole materials of East Asian Company reflect the development of Wenling footwear industry.

It is understood that East Asian Company currently EVA shoes account for half of the company's total output.

"This shows that EVA soles are getting more and more popular in Wenling, and indirectly reflect the footwear industry in Wenling.

Transformation and upgrading

The pace is accelerating. "

The person in charge said.