The Shoe And Clothing Industry Has Acquired The Foreign Brand &Nbsp; The Following Phenomenon Is Thought-Provoking.

In the post crisis era, the reshuffled market has provided the space for eager local brands of shoes and clothes that China is eager to grow rapidly, and some ambitious Chinese shoe and clothing enterprises have launched waves of buying and selling Frenzy: Wenzhou Cheng Long acquired the trademark rights of four categories of shoes such as Pierre Cardin's shoes, the ownership of trademarks and patents of Greater China in AOKANG Group acquired by AOKANG group, YOUNGOR's acquisition of Hongkong new Ma group, and the acquisition of LOTTO brand in China for 20 years, and Daphne's acquisition of FullPearl...

"Herd effect" shows "follow suit".

In view of the fact that some unknown shoes and clothing enterprises "jumped" into the acquisition of foreign brand camps, Zhu Huaijiang thought that this is obviously the result of herd effect.

Herding effect is also a herd effect.

Sheep is a very scattered organization, usually in the same place is blindly left and right hit, but once a goats move, other sheep will rush up without thinking, regardless of the front may have wolves or not have a better grass.

Therefore, "herd effect" is a metaphor that people have a kind of herd mentality, which can easily lead to blind obedience, while blind obedience often falls into a fraud or a failure.

Zhu Huaijiang said that the shoe and clothing industry is highly competitive. It has always been a smoky smoky war, and has no time to create high-end brands.

Earlier, Anta has spent hundreds of millions of dollars to include the trademark and operation of Italy brand Fila China.

A number of shoe and garment enterprises in Quanzhou, such as nine Mu Wang, XTEP, and so on, coincidentally made adjustments. They all said they had to burn money to buy famous brands overseas.

"Herding" not only shows the desire of Chinese footwear industry to plan high-end shoes and clothing market, but also highlights the "follow suit" phenomenon of footwear industry.

Is it "eating" that foreign brands can "digest" or go to the high end? It is worth our consideration.

Acquiring foreign brands is simply acquiring a resource. If we can not turn resources into capital or capital, then it will be meaningless.

Foreign brand culture can not be bought.

Will the acquisition of foreign brands "herd effect" come true? "He said that the acquisition of foreign brands is only a new starting point. It is useless to rely solely on hype and" bring it up ". To truly realize the localization of overseas brands requires pain and fission, because the culture of foreign brands is difficult to acquire.

He Yancan cited the vigorous "Pierre Cardan" acquisition as an example to illustrate her.

According to He Yancan, the "ocean" displayed in China's first line shopping malls.

The acquisition of "foreign brands" is not the only way to high-end market.

Can the acquisition of overseas famous brands really seize the international high-end market?

He Yancan believes that the lack of high-end shoes and clothing brands is one of the reasons for our acquisition of "foreign brands".

The key to our acquisition of "foreign brands" is to inherit the long brand culture of "foreign brands" and give our brand new brand life to the cultural value of high-end brands.

Some people say, "the history of shoes and clothing brands in China is short, the cultural accumulation is thin, and it is difficult to undertake high-end responsibilities". This is a nonsense. With the rising international status of China, the cultural connotation of Chinese shoes and clothing brands is constantly enriched. It is inevitable for Chinese local brands to become high-end. Now, Chinese local brands such as BELLE have already entered the high-end brands.

On the contrary, in 2007, BELLE acquired the brand management right of FILA in China. By the end of 2008, it had lost HK $32 million 180 thousand, and BELLE had to choose to sell it.

FILA is an internationally famous sports brand from Italy. After Anta's acquisition, FILA's reputation in Chinese consumer groups is less than BELLE and J.

At present, FILA's brand influence and high-end image in China are becoming increasingly marginalized.

Zhu Huaijiang told the author Tan Ru that the "herding effect" that Chinese shoes and clothing enterprises acquire "foreign brands" should arouse our attention. The acquisition of "foreign brands" is not the only way to high-end market, but it may give us a lot of confusion.