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Chengdu Shoe Enterprises Take The Road Of Independent Brand Development

2010/9/20 16:13:00 39

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In September 20th, it was adjusted by the appreciation of RMB and the reduction of export tax rebates in labor-intensive industries.

Under the impact of the global economic crisis, the survival environment has worsened with the footwear industry as its representative.

market

Demand fell sharply; anti dumping in the US, EU and Peru, and the closure of Cheel Guizo Wo market in Moscow.

Footwear companies in Chengdu have also been hit harder, and shoe production is facing unprecedented bottlenecks.

In addition, Chengdu

Shoe enterprises

It has always been inferior to brand building because of its heavy OEM and light brand.

In jargon, companies that produce OEM products will never get to the top of their wealth. Only enterprises with strong creativity and creativity will be unstoppable.

Therefore, the most realistic and urgent problem facing the shoe manufacturers in Chengdu is how to pform Chengdu shoe enterprises from "made in Chengdu" to "created in Chengdu". How to respond to the two legs of government and industry organizations? How can we promote the export and domestic sales at the same time?

To this end, reporters and representatives of Sichuan footwear enterprises to explore the future path of Chengdu shoe enterprises, to attract the attention of the same industry decision-makers.

Feng Yonggang, general manager of the footwear industry, said.

Chengdu

To strengthen the brand building of shoes industry, we should first have a correct understanding and understanding of the road of brand development.

Brand is both a responsibility and an added value. At present, the existing brand of domestic footwear has little influence and appeal in the world.

As we all know, the profits of OEM products and processing enterprises are only a small part.

Most of them are taken away by companies with research and development and brand names.

What is the most profit? It is the added value of the brand.

For this reason, the company has been sticking to the road of brand development, even if this road is very difficult.

Secondly, explore the brand of Chengdu footwear industry.

The footwear industry of Chinese women, the footwear industry in Chengdu, although there are more than 1000 large scale enterprises and hundreds of thousands of industrial workers, there are not many brands with strong influence and popularity in domestic consumers.

To change this situation, it is necessary for local governments and enterprises to jointly build up R & D personnel training and R & D platform, and cultivate a number of well-known and influential Chengdu brands at home and abroad to promote the further development of regional brands of women's shoes in China.

To build a brand is a process that requires persistent pursuit, long efforts, and a test of the will and determination of the operators.

This process requires a lot of manpower, material resources, financial resources and time investment.

In this long process, we must first abide by loneliness and stick to the confidence of the main development of the footwear industry, because in the course of development, we will be faced with the temptation of many high profit industries and industries. We must stick to our position and make progress.

In the process of brand building, enterprises need their own unremitting efforts.

At the same time, the government gives policy guidance and support, coupled with the media's public opinion guidance and promotion.

Through all-round cooperation, the footwear industry in Chengdu will definitely be able to walk out of a road of independent brand development.

Once again, the company has long adhered to the principle of simultaneous international and domestic markets.

In the domestic market, adhere to the road of independent brand development, independent product research and development, independent channel construction, independent brand promotion.

In the international market, adhering to the road of diversification of the international market effectively resolves the huge blow brought by the risk change of the single export market and reduces the impact of the international financial crisis on enterprises.

Click women's shoes Liu believes that the biggest bottleneck in the development of footwear industry in Chengdu is that the traditional business model is increasingly unable to meet the needs of market development.

The brand building of Chengdu women's shoes has to be innovated and industrial upgrading is necessary.

Take KEK women's shoes as an example, through continuous efforts and innovation, at the end of 07, the "third generation women shoes monopoly mode" - "manager manager system" was launched.

This mode really realizes the "zero risk" of franchisor and the optimization of store management.

This model was launched and was warmly welcomed by retail customers.

To strengthen the brand building of shoes industry, the first thing to consider is the positioning of the brand's nature, because positioning is related to the purchasing power of the consumer groups targeted at the products.

In view of the current market, the one or two tier cities are mainly high-end products, and then to the three or four level market is affected by the level of consumption relative to the one or two tier market, brand building is not very ideal.

Therefore, the women's shoes are seen in the three or four level market, from the beginning, the product is mainly located in the middle grade leather women's shoes.

We should adopt asymmetric strategy, strengthen regional strength, and build local advantages with the strength of small brands.