China'S Shoe Product R & D And Sales Channels Need To Be Upgraded.

January 18th, whether it was China before.

Brand channel resources urgently need docking

One end is the desire of the domestic shoe companies to pform and upgrade the channel, and the other end is the bottleneck of the development of the domestic channel and the little knowledge of the local women's shoes.

When expanding domestic demand becomes an important part of government work, the expansion and sustainable development of retail formats such as general merchandise and shoes city have also become the focus of attention in the industry.

First of all, as an important place in the domestic retail industry, China's department stores are facing the bottleneck of homogenization and differentiation. How to find a balance between the expansion of scale and healthy development is the main problem that puzzles the department stores. At the same time, as the best display platform of brand image, how should department stores play their own advantages and promote the upgrading and development of local national brands? This is the historical thinking given by the society to the department store industry.

As an important part of China's footwear industry channel, the retail chain shoe city has played a decisive role in promoting the prosperity of China's footwear industry and optimizing the channel structure of shoes industry. In the recent third summit of China's chain footwear city held in Wenzhou, AOKANG formally joined hands with more than 50 big chain shoe cities to form the largest footwear cooperative alliance in China.

To a certain extent, it also indicates the huge development prospect of the shoe terminal industry.

However, at present, the retail footwear city in China is still unable to get rid of the "small, multi, scattered, chaotic" business pattern. Under the circumstances of the rapid pformation and rapid development of China's footwear industry, how should the retail chain shoe city become bigger and stronger, and truly become one of the pillars of the tripartite format of "department store monopoly shoes city"?

Product development and channel upgrading

"Give me a fulcrum and a sufficiently long lever, and I can pry the whole earth". With the awakening and intensification of Chinese shoe brand awareness, the force of fulcrum of "product development and channel upgrading" has been gradually taken seriously.

The initial appearance was that some shoe companies began to reduce the production line, increase the proportion of purchased products, gradually weaken the production function, or start production reform, and try to save production costs in the manufacturing process to increase profits. For example, AOKANG group introduced some measures to increase the management and control of the details of the production process, even under the situation of raw materials rising, its production cost was effectively controlled.

The most direct and most common reform landing sites are mainly concentrated on the two high value-added sectors of the "Smiling Curve", namely, investment in product R & D and channel construction.

On the one hand, some shoe companies have set up offices in the world shoe research and development centers in Dongguan, Italy, Spain, Japan and Korea to collect the latest fashion news.

On the other hand, compared with R & D, the pace of pformation, upgrading and expansion of channels seems to be more urgent.

Quanzhou and Wenzhou footwear enterprises, which specialize in franchised chain mode, are willing to take advantage of the department store access to win the brand image, jump from the three or four tier market that has long been entrenched to the one or two level market, break the geographical limitations of sales, and then lay the groundwork for the internationalization of the brand.

The representative brands of Dongguan, Shenzhen and Guangzhou, such as BELLE, Saturday, etc., although they already have the bargaining chip with most of the department stores, they are still actively looking for diversified terminal formats, trying to set up women's shoes stores, women's shoes chain integration stores, and even enter the shoe city to get more channels to speak.

Tongxiang women's shoes and Chengdu women's shoes, which are mainly OEM and export business, have been carrying out brand offensive in the domestic market in the past two years.

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Promoting the development of China's footwear industry

The Chinese shoe industry is developing rapidly in the process of constantly solving problems and constantly exploring.

If the problem of brand and channel is digested and resolved by the domestic shoe brands and the channel providers through equal exchange and exchange of needed goods, then the "product development design", which has long been criticized for its weakness, must gain the cooperation of "external brain".

We have to admit that China's footwear industry, with its strong manufacturing advantages, has been dominant in the world shoe industry, but has been criticized for its popularity and lack of innovation.

By holding some theme salon activities such as shoe design, new fashion show and so on, it will provide a platform for designers at home and abroad to provide opportunities for enterprises to exchange. This will play a positive role in effectively promoting the upgrading of Chinese footwear designers and improving brand design capability, solving the basic problems of weak innovation in Chinese footwear industry, and promoting the development of China's footwear industry.