• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Chinese Shoe Brands Seek International Bounce To Expand The Market.

    2010/12/22 13:51:00 63

    Footwear Brand Market

    December 22nd hearing if China in early twenty-first Century footwear industry The brand's "going out" is stuck on the "product". Now, these brave Chinese athletes are looking farther, trying to " brand "On the world stage, we can create prestige and glory.


       Internal and external environment


    All this is undoubtedly related to the past global economic crisis. Last year, "internationalization" was almost eliminated. list The most shining words of China's sports shoes industry are the words "overseas retreat". Xu Jingnan, chairman of the board of directors of PEAK group, has issued more than one view: "the global financial tsunami has given China an opportunity to enhance its international status. Chinese enterprises can take this opportunity to enter the international market, especially the entry of brands." In this crisis, Chinese shoe enterprises have strong courage and self-confidence.


    However, it is obviously unfair to attribute the brave performance of Chinese shoe companies to the environment. The Chinese market has long been an international market. With the confrontation with international brands and the operation of agency brands, the local shoe brands have grown rapidly, and gradually accumulated experience and funds. Over 2 billion of sales and internationalization of enterprises in the capital market are not uncommon. Secondly, the stage of China's shoe enterprises' large-scale expansion in the country has ended. Next, we need to perfect, upgrade and consolidate, and we can enter the stage of international expansion in good time. On the other hand, the brand positioning, product and pricing flexibility of Chinese shoe enterprises due to cost manufacturing advantages will not be lost with the transfer of the battlefield, and they will still have their own sky under the coverage of famous brands. Fourthly, Chinese shoe enterprises have occupied a considerable market share in the international market, and many shoe enterprises already have the ability of global sourcing and global sales.


       Real motivation


    Of course, the more direct reason comes from the pressure of the Chinese market and the temptation of "head start" in the international market. Internationalization is actually a helpless choice for many enterprises to seek market expansion, such as the strategy of PEAK in the past 04 years. Here, take Lining as an example. Lining is known as the "sandwich" by the industry. In the face of Nike, Adidas and other international brands and Anta, 361 degrees and other local brands, its first line market will not go, and the two or three line market will not come down. Under such awkward realities, it must go abroad to consolidate its domestic market by opening up foreign markets through international influence and professionalism. At the same time, the sports brand that takes the lead in attacking overseas markets is undoubtedly easy to take the lead and occupy the leading position. Ding Zhizhong, chairman of the board of directors of Anta group, said: "in the face of economic globalization, enterprises always have to start their own businesses and not keep their jobs. If we can't take the initiative to go out and open up the "second battlefields", and quickly improve our international competitiveness, we won't even be able to keep up with the Chinese market.


    This is echoing the views of industry analysts. They believe that in the international campaign, China's shoe enterprises adopt the "military strategy" of the "brand ahead" of the Chinese shoe enterprises, mainly from their "deliberate" to create the international brand influence of the dual purpose: first, turn the brand internationalization strategy into the strategic choice of the domestic market business expansion, enhance the brand's domestic influence and height, and effectively promote sales. The outstanding performance is: Taking the activity of brand internationalization as the selling point of the public relations planning in the domestic market, causing the attention of the domestic media, forming a series of domestic public relations planning activities, and forming the media hot spots in a certain period through these activities to achieve the purpose of domestic brand publicity; and taking the brand internationalization activities as the source of the domestic advertising planning. The two is the ultimate pursuit of brand internationalization. We hope to expand the overseas market business with the help of international fame. We will enhance the competitive edge of a product and promote sales by brand awareness. We will also attract overseas distributors and give market confidence.


      Skepticism


    Prof. Zeng Lu, vice president of the school of Business Administration of Huaqiao University, has made a statement. "Hit the nail on the head" has pointed out that the essence of a number of Quanzhou sports brands to excavate NBA resources is to feed the Chinese market. He also said that the Quanzhou sports brand should not enter the international market at large at this time. He gave four reasons: "1, the domestic market is still very large; 2, local brands do not know much about overseas markets; 3, the understanding and recognition process of consumers in overseas markets to our brands is not a temporary achievement; 4, the expansion of the international market requires higher requirements for product development, market information collection and so on. {page_break}


      This is the same as everyone's concern about the internationalization of Chinese shoe brands.


    In addition, there are several key factors that will affect the internationalization of China's footwear industry. Among them, the lack of formulating and implementing the overall plan of brand internationalization strategy is the primary factor. The current director in charge of brand internationalization is simply applying the operation mode and operation experience of the domestic brand to the internationalization of the brand, resulting in the difficulty of adapting the brand operation to the needs of the overseas market, or the lack of innovation in the specific operation strategy of the brand operation, and the ability of brand integration and dissemination is obviously not suited to the strategic needs of the brand internationalization. Secondly, too much reliance on foreign agents has also affected the overall planning of overseas brand publicity. Under the influence of agents and sales area, brand publicity lacks integration. The three is the lack of integration of the organizational functions of the brand internationalization business, and it is difficult to adapt to the further expansion of the brand internationalization strategy. The organization of implementing brand internationalization strategy is mainly embodied in functional and product type. Some enterprises involved in the brand internationalization business are still scattered in the domestic business management department.


      Necessary work


    Despite the effectiveness of the internationalization of the major shoe companies, brand internationalization has not yet become a growth point for corporate profits. However, the boom in overseas expansion will affect the entire Chinese footwear industry. A few years later, China's footwear industry will face industrial transfer. How can we maintain some advantages of China's footwear industry after the relocation of the footwear industry? Let's take Italy as our teacher and take Korea as our example. In the process of industrial transfer, Italy footwear industry is constantly upgrading its industry and establishing its brand. Nowadays, although the footwear industry in Italy does not occupy a quantitative advantage, its shoemaking technology and shoes brand is still synonymous with high-end shoes, while South Korea has always been satisfied with OEM processing, and has yet to create any brand that is internationally known when the industrial advantage is lost.


    After all these, the Chinese footwear industry must base itself on the domestic market, ensure the survival and development of the industry, develop the global brand and channel, occupy the international market space with the advantages of long sleeve dance, and realize the sustainable development of the footwear industry. At present, this collective exploration is king's way. It can not only alleviate the conflict of competition in the domestic market to a certain extent, but also make the group effect of mutual influence and learning promoted more effectively on the road of overseas expansion.

    • Related reading

    電子商務與傳統銷售渠道相結合將是運動鞋企的必然選擇

    Footwear industry dynamics
    |
    2010/12/22 13:27:00
    228

    Shoe Industry Province Emerges In The Market &Nbsp, And Shoe Companies Will Be Able To "Run Fast" When They Go Public.

    Footwear industry dynamics
    |
    2010/12/22 11:44:00
    192

    Children's Shoes Enterprises Should Use Marketing Means To Sing "Scientific And Technological Innovation".

    Footwear industry dynamics
    |
    2010/12/21 13:35:00
    77

    Shishi Shoemaking Enterprises Start "Brand War" &Nbsp, Further Expand The Influence.

    Footwear industry dynamics
    |
    2010/12/21 10:13:00
    56

    Quanzhou Children'S Footwear Industry Channel Upgrading Should Cross Three Barriers

    Footwear industry dynamics
    |
    2010/12/21 10:00:00
    56
    Read the next article

    New Textile Auxiliaries For Scouring And Bleaching: Energy Saving And Emission Reduction &Nbsp; Improving Quality

    Bu Gong tea saponin is dust-free powder, tasteless, non flammable, and can be diluted with water in any proportion. It does not contain any harmful chemical elements such as NaOH (caustic soda) and APEO (alkylphenol polyoxyethylene ether). No caustic soda, hydrogen peroxide or other chemical additives are needed when used.

    主站蜘蛛池模板: 色吊丝最新网站| 四虎www成人影院| 亚洲午夜精品久久久久久人妖| www视频免费| 精品久久久久香蕉网| 最近2019免费中文字幕视频三| 天天看片天天操| 免费在线观看亚洲| 久久91精品国产91久| 在线你懂的网站| 玄兵chinesemoney| 成人免费看吃奶视频网站| 国产成人免费a在线视频app| 亚洲网站免费看| 三上悠亚在线观看免费| 美女把尿口扒开让男人桶| 日韩精品无码中文字幕一区二区| 国产调教视频在线观看| 办公室娇喘的短裙老师在线视频 | 国产无遮挡吃胸膜奶免费看| 亚洲精品美女久久久久| 99免费在线观看视频| 精品一区二区三区在线视频 | 美国玩尿眼道videos| 性欧美大战久久久久久久野外| 免费在线看污网站| 97碰在线视频| 熟妇人妻va精品中文字幕| 成人性生交大片免费视频| 免费观看的黄色网址| 99热在线精品观看| 欧美亚洲一区二区三区| 国内精品久久久久影院蜜芽| 亚洲国产成人精品无码区在线观看 | 久久夜色精品国产尤物| 色婷婷中文字幕| 日本成人不卡视频| 北条麻妃jul一773在线看| 99在线视频精品费观看视| 欧美丰满少妇xxxxx| 国产亚洲高清不卡在线观看|