Guangzhou Shoe Brand Tide Under Market Pressure

Guangzhou shoes industry has very rich soil, providing unique resources for the creation of shoes brand, otherwise the shoe industry brands across the country desperately go to Guangzhou, and set up their own design centers and marketing centers in Guangzhou. But there are few successful shoe brands in Guangzhou, and fewer brands nationwide. This makes the Guangdong shoe industry unable to give up, struggling to build its own brand of shoes.

Since the beginning of 2004, Guangzhou shoe city has launched a wave of operation brand. Businessmen who accumulate certain funds and connections have changed the original wholesale trade mode of operation and started the brand operation.

In 2005, export sales began to decline, especially in the EU market. Although the domestic market was quite prosperous, the wholesale business in shoe city was not as good as before. If you want to stand in the domestic market and share a share, you must take the brand road! Because there are precedents for the success of Wenzhou shoes and Fujian shoes, which undoubtedly set a good example for Guangzhou footwear industry, and also stimulated the Guangzhou footwear industry and even the whole Guangdong shoe industry.

Since 2004, footwear companies in Guangzhou shoe city, metropolis and surrounding office buildings have springing up everywhere, and even a small stall in Guangzhou shoe city can also claim to be a certain brand, with a high profile for agents.

In fact, in this stock Brand wave Most of them are following the trend of speculators. They usually invest a small amount of money and manpower, take a step by step strategy, and withdraw when the situation is bad. Coincidentally, the global financial crisis happened in 2008, and these shoe enterprises soon disappeared without a trace; the real brand enterprises mostly survived. Guangzhou Li Du Shoes Co., Ltd. is a company that persists in licensing. The company's "fulney" has grown up rapidly in the fierce market.

Persist in innovation and win win, and plug the wings of growth for brand.

Guangzhou Li Du Shoes Co., Ltd., founded in the middle of 90 years, is engaged in shoe design, production and trade. The company relies on its fashionable design and excellent technology, and provides OEM for dozens of famous brands both at home and abroad. Substitute processing service In the fierce market, it stands out.

Guangzhou shoe city trading company, mainly the docking of factories and brands and retail, to earn the middle price difference, but this mode is vulnerable to shocks, especially the shoe industry costs continue to rise, buyers often price pressure is very low, resulting in traders' profits can not be guaranteed. Therefore, companies that have accumulated funds and connections are trying to enter the terminal brand retailers from the middle traders.

It is precisely under the promotion of the red brand brand that Guangzhou Li Du Shoes Co., Ltd. has stepped into the terminal brand retail industry from the traditional design, production and trade industries.

"The development and design, production and trade of footwear industry enter into the operation of footwear brand, which are two completely different fields. The company decided to operate the shoe industry brand after 3 years of market research." Huang Dong, director of Guangzhou Lai Du Shoes Co., Ltd.

In order to make " Fulney "In the market, Guangzhou's Shoes Co., Ltd. made two bold attempts. At the beginning of its brand launch in 2007, it co sponsored the finals with the world supermodel global competition. In 2008, it launched its own promotional video in Guangdong satellite TV. In 2009, it launched its advertising campaign in CCTV and became a partner of CCTV. From then on, the brand image of "fashion, elegance and self-confidence" is quickly known to consumers and dealers.

In cooperation with dealers, "fulney" adopts the idea of cooperation, sharing and win win. In implementing, the dealer adopts the policy of "letting water and fish culture". Through the strong marketing support system, efficient logistics distribution system, perfect training system, and mature brand building system, the company gives dealer nanny shop distribution service.

"Only when our agents and distributors grow fast and gain profits in the process of cooperation with our brands, can they survive and spend more energy to support and develop our brand. This will achieve a benign interaction effect. With this effect, we will be more confident in the development of our own business," Huang Dong said.

By 2010, in the first half of the year, "fulney" outlets and franchised stores totaled more than 300, and won the unanimous praise and trust of industry associations, suppliers, brand service providers and distributors and consumers. It has won the numerous awards such as "national consumer satisfaction brand", "quality, service, integrity AAA unit", "the eighteenth world supermodel global competition, the designated women's shoes brand of the world finals", "CCTV partners", "CCTV promotion brand" and so on. Now the "fulney" brand has been stationed in spring department stores, Yatai Fuyuan shopping center, Wangfujing department store, Parkson, Hualian BHG department store, Pacific department store, intime department store and other domestic front-line shopping malls.

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The unique charm of "buying fashion" business philosophy

In today's information age, fashion has become an important part of our life. Fashion consumption is no longer a commercial concept, but a real business activity. For example, the Spanish brand ZARA advocates selling "fashion clothes" just like selling hamburgers. Fulney, after market research and exploration, has developed a set of unique business philosophy, subverting the traditional "small quantity and quantity" scale production economic theory, realizing the "regional differentiation" pricing strategy, and promoting products under the concept of "a variety of appropriate quantities". The design and development strength of more than 1000 fashionable products in each season has always stood the tide of the market and maintained its unique charm grade. In the extension of brand, the footwear industry mainly develops series of products such as women's bags, belts, wallet and so on, so that distributors and agents can freely assemble product structure according to the regional characteristics.

At the same time, "fulney" has set up an efficient nationwide electronic trading platform. It is a trading platform specially designed according to the advanced, perfect and mature online off-site trading mode combined with the characteristics of the footwear industry in China, and it can achieve direct trading with point to point. It is easy to run, dealers, applications are authorized, you can browse all products related information, and directly through the network order. And through the cooperation of logistics network security, fast and accurate to the designated location.

The introduction of professional talents and reasonable enterprise management system provide new impetus for enterprises to develop.

In the shoe industry, we all share a common understanding that the first 3 years of the shoe brand is the brand's early nurturing period. If the development goes smoothly through 3 years of operation, the brand can initially take a firm foothold in the market. From this stage, it will enter the stage of brand development, and it is also the stage for enterprises to climb steep slopes. Many of the shoe brands in Guangzhou fell down on this steep slope.

In 2010, "fulney" has spent three years in the beginning and long term, and has entered the climbing period of further development. At this stage, we need to concentrate on the development of brand operation, make the brand positioning more precise and more uniform and match on the basis of the previous development. The improvement of the profitability of the existing stores is particularly important. At the same time, we will further enhance the brand awareness, pay more attention to the cultivation and promotion of brand reputation, and cultivate the target customers into loyal customers of the brand.

In 2009, when the brand had passed through childhood, the management of Guangzhou Li Du Shoes Co., Ltd. began to ponder the next development plan of "fule Benny".

The company has always adopted a family management and operation mode. With the rapid growth of the brand, this malpractice is becoming more and more obvious. It is manifested in the following aspects: when everyone is fighting for merit when he is meritorious, everyone is shirking their responsibilities when problems arise. Dealers and agents looking for companies to solve things obviously feel less quickly than before.

"Fulney has been exploring the product step by step. Although we have completed the initial creation of the brand, we need to introduce professionals with professional brand operation experience to develop. We need not only introduce professional talents, but also transform the company's governance structure according to the real brand application mode management process. Only through a reasonable and scientific governance structure can the talented people exert their talents to the best possible extent, and the company can retain their people, so that the new undertakings can survive and develop. Huang said.

Through a long period of preparation, in the first half of 2010, the company completed the adjustment of enterprise management system and the introduction of talents, established a modern brand operation system, and completely reversed the family management mode. The core departments of development, design, marketing, finance and so on are experienced professionals.

In short, regardless of past, present or future, tree brand will always be a hot topic in Guangdong footwear industry. Guangdong shoe industry has 30 years of brilliant manufacturing history, but the brand has become its pain. Now that there is pain, we have the determination and motivation to create brand for Guangdong shoe industry. We have reason to believe that Guangzhou shoe industry will get a surprise in anticipation of this new brand wave.