Domestic Shoe Companies Need To Enter The International Market.

On December 20th, a few days ago, according to industry media, the European Union system was introduced.

The Deputy Attorney General Pu Ling, who has been acting as an agent for anti-dumping duties on leather shoes in China, told reporters that because of the positive attitude of the old shoe making industry countries such as Italy and Spain, the EU footwear Federation is likely to submit anti-dumping appeals again before the end of December.

"This will mean that the anti-dumping duty will continue for some time."

EU anti-dumping has brought heavy blow to the export oriented Chinese leather shoes manufacturing industry. According to Wei Yafei, director of the shoe making office of the China Leather Association, the EU anti-dumping case on leather shoes has seriously affected the export of Chinese leather shoes, and exports to European leather shoes have continued to decline. In 2009, China's footwear export growth was almost zero.

The industry believes that anti-dumping reflects the pain of the lack of independent brands of China's footwear industry.

Example: Kangnai enters the international market with its brand

Although the EU's anti-dumping sanctions have brought a great blow to Chinese shoe manufacturers, the leading position of China's footwear industry in the world is unquestionable.

Although the industry is still very optimistic about the prospects of China's footwear industry, it is undeniable that the Chinese shoe industry must seek to break through under heavy pressure.

It is understood that the relevant government departments in China are actively encouraging enterprises to strengthen R & D, improve technology, develop to middle and high grade routes, pform from quantity expansion type to quality benefit type growth mode, and create an international brand belonging to China.

The Kangnai, known as "China shoe king", has made a useful exploration and reference for the small and medium-sized shoe enterprises.

Good brands must first have good quality.

Kangnai began to regard quality as life since its start.

In 1980, when other people's shoes were still in memory, Kangnai used the mold to make the nail nail position accurate, and the quality of its products would be better than others.

In 1991, it took the lead in importing mechanized production line.

Over the next 10 years, Kangnai has implemented 3 technical pformations, which cost over 200 million yuan, and introduced a number of sophisticated equipment from Japan, Italy and the United States to ensure that the shoes produced are of fine workmanship and high quality.

Good brands need good design.

Kangnai specializes in hiring designers from Italy. At present, there are only more than 100 designers of leather shoes, with an average of 10 new models coming out every day.

In 2004, Kangnai invested 10 million yuan to establish a world-class footwear design and research center with the world's largest footwear research organization, SATRA, to become a participant in international standard setting.

At the same time, we also set up a Chinese foot database, which is combined with colleges and universities to make beautiful, comfortable and healthy Kangnai shoes for different needs of consumers.

Good brands must also do well in the market.

In this regard, Kangnai has positioned itself as a high-grade leather shoe, and its retail price in the international market is more than 60 euros per pair.

At present, apart from its more than 300 overseas stores (cabinets), it signed with the French department store chain "ADVANCEDVISION" to enable Kangnai's products to go directly into the EU's 200 high-end stores and successfully penetrate into the mainstream consumption areas of developed countries in Europe and the United States.

Reference: brand strategy of domestic shoe enterprises

It is the persistence of independent brands that makes Kangnai's Chinese brand win repeatedly in the international market with frequent trade frictions.

Therefore, it is imperative for domestic small and medium shoe enterprises to implement brand strategy under the predicament. How can we learn from the "Kangnai experience" to implement brand strategy? {page_break}

First of all, we should make clear the positioning, that is, the consumption level of the brand, the type of target group, the consumption attributes of the brand, the core demands of the brand and other related brand building projects. We must have our own personality and ideas, not follow suit. Your brand is called "X step", and my brand is called "XX step" and play word games.

Your target consumer group is targeted at teenagers, and I am also targeting young people. Such an uncharacteristic brand is a hollow trademark.

Therefore, when implementing brand strategy, footwear brand enterprises should focus on mining the core characteristics of enterprises, forming brand personality and forming brand unique USP.

In the era of homogeneous products, consumers' consumption habits will turn to the important basis of choosing brands for consumption.

Second, Chinese shoe companies must establish their own R & D teams.

To establish a distinctive brand image, Chinese brands must first take off the hat of cloning.

An imitator of an industry will never be the leader of the industry. It will always be a second rate follower. Only the innovator will have the chance to become the leader of the trend and become the leader of the new era.

Finally, Chinese brands must also broaden their global vision, define themselves as a brand with unique characteristics, and actively absorb first-class research and development resources, so as to enhance their product research and development advantages.

Chinese shoe enterprises only use technology to improve the added value of products, create corporate image by marketing means, enrich the connotation of cultural products and brands, publicize them with a wide range of publicity, and strengthen honesty, trustworthiness and good after-sales service in order to create a good brand and achieve brand commitment.

Brand image is not only the embodiment of the core value of an enterprise, but also the embodiment of competitiveness, and a magic weapon for the survival and development of an enterprise.

Therefore, enterprises must set up brand strategy and integrate the various resources and brand shaping with the strategic vision of sustainable development, so as to achieve the purpose of strengthening the enterprise by promoting the market by brand and expanding the market share.