The Way Of Shoe Manufacturers' OEM Is Getting Narrower And Narrower &Nbsp;

December 24th, December 20th -22, fifth shoe culture festival in Huidong, China

Three days

But it is worth noting that, although Huidong has many shoe companies and the quality of its products is good, most shoe companies still rely on OEM processing.

The road is narrower and narrower

Mr. Huang, a shoe factory owner in Huang Bu Town, Huidong, has a brand dream, hoping that one day his brand will become famous all over the world.

But at present, his shoe factory mainly does OEM processing, making a few yuan for each pair of shoes.

Another shoe business owner, Mr. Lin, said that the shoes produced by the same shoe factory were labeled with famous brands, the price was hundreds of thousands of yuan, and the label of their own factory was sold for more than 100 yuan per pair.

The international financial crisis has fully exposed the weakness of most shoe enterprises, such as small scale, weak brand, too much reliance on OEM and processing, and many shoe enterprises bosses have strengthened their brand awareness. Some shoe companies are forced to survive on the road of industrial upgrading, expanding domestic sales and creating brand names.

In recent years, intensified trade protectionism has also made a great impact on the OEM mode of shoe enterprises.

The EU, the United States and many other places have introduced anti-dumping duties on Chinese shoe products for many times. In Spain and other countries, Chinese shoes have been burned. Chinese shoe products are easily caught in the whirlpool of international trade disputes, and the path of OEM is narrowing away.

It's not easy to create your own brand.

"Everyone wants to create their own brand, but it's not easy," Mr. Zhang, the boss of shoe enterprises in Daling Town, Huidong, said.

Mr. Zhang, who has studied many shoe producing areas in China, said that Huidong's shoes are of high yield and good quality, but why has it been difficult to brand?

Chen Yu, Secretary General of Huidong footwear industry association, believes that brands can not breed overnight. It often takes years, even decades, and requires a lot of capital investment.

Before creating a famous brand, we need to invest $34 million, and now we need to invest one or two billion.

Many shoe companies in Huidong are small and unable to make such huge investments.

Wu Hang, Secretary General of Guangdong Footwear Manufacturers Association, believes that ideas, talents and planning are all restricting the creation of enterprises' own brands.

Some people in the industry believe that the shoe factory owners are most likely to choose the latter when they lose money to make brand and OEM processing.

Because brand building is slow, OEM can not only save design and promotion costs, but also reduce operational risks, and help enterprises expand their production scale.

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Create a brand

Huidong's 7 shoe companies cooperate to create brands.

Not long ago, Li Meishun, Zhu Ruinan and other 7 shoe owners and marketing shareholders set up the first shoe Limited by Share Ltd in Huidong, Guangdong - Xiang Xiang shoes industry Limited by Share Ltd, launched the "fragrant love" brand.

Li Meishun, chairman of the company, has introduced more than 50 chain stores in Guangdong and Hainan, and plans to open another 100 chain stores next spring.

This mode of brand creation has been well received.

Chen oil believes that such a way to create a brand is worth affirming and promoting.

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At this shoe culture festival, some shoe companies that originally only made OEM have begun to show their brands.

A shoe company said that now the enterprise has changed its concept, in addition to the foundry production, has also registered its trademark, marketing its own brand products.

The head of the Huidong county government said that the county encouraged and helped the footwear industry to implement the famous brand strategy, and there would be additional rewards for the enterprises that were appraised at the municipal, provincial and state level well-known trademarks and famous brand products.

At present, Huidong has nurtured four shoe making towns, including Huang Bu, Jilong, Pingshan and Daling. There are more than 4800 shoe making enterprises, 9 of which are exempt from inspection products, 21 famous trademarks in Guangdong, 7 famous brand products in Guangdong, 24 famous products in Huizhou, and 36 well-known trademarks in Huizhou.

Self created brand is just then.

There is a view that China has world products but lacks world famous brands. Chinese shoe enterprises can no longer be satisfied with foreign brands.

Insiders say that it is a good time for shoe companies to create brand names.

Chen oil said, now, people buy shoes more and more attention to style, this change of consumption concept is conducive to the formation of shoes brand, shoes enterprises should grasp.

According to the insiders, shoe companies should pay attention to mining brand connotation, shaping cultural brands and making elaborate plans with media.