Footwear Industry Should Avoid "Herding" In Acquiring Foreign Brands

"Herd effect" highlights the phenomenon of "follow suit".

December 13th for some unknown shoes and clothing.

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,

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, we must go through labor pains and fission, because the culture of foreign brands is difficult to acquire.

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

According to popular network report: in June 24th, Mr. Lu of Jimo, Qingdao, spent 1395 yuan on Pierre Cardin bought a T-shirt in Liqun shopping plaza in Chengyang. Only seven or eight months after he wore it for a month, the shopping mall was not caused by human factors.

He Yancan believes that many of the "foreign brands" displayed in China's first line stores are bought by Chinese local shoe and clothing enterprises, and the quality of some foreign brands is difficult to integrate with their brand culture.

Zhou Shaoxiong, chairman of the seven wolves, also believes that the local clothing brands that contain Chinese culture are easy to catch the psychology of Chinese consumers and will be recognized and accepted by more and more foreign consumers.

The acquisition of "foreign brands", "even if you enter the stock, culture can not do the master."

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 in China is one of the reasons for Chinese enterprises to acquire "foreign brands".

The key to our acquisition of "foreign brands" is to inherit the long brand culture of "foreign brands" and give the brand new 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 continuous improvement of China's international status, the cultural connotation of Chinese shoes and clothing brands is constantly enriched. The trend of Chinese local brands to high-end has become inevitable. Now, China's native brand shoes such as BELLE have long been included in 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 being bought by Anta, FILA has less popularity in Chinese consumer groups than BELLE and Jill.

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

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

The acquisition of "foreign brands" can only be the short-term behavior of Chinese shoes and clothing enterprises, just like "the children of other families, who can't buy more blood ties."

In order to thrive and flourish, China's footwear industry must build and develop its own brand.