A Common Stage For China's "Milan Shoe Show"

Italy shoes are famous all over the world, while Milan is popular all over the world with its shoes exhibition. Even many people have shown their talent and brand status by moving to Milan. For example, Armani, an ambitious provincial tailor, has become a fashionable spiritual mentor, becoming a master of the business empire with an annual yield of 4 billion euros and a leader in the fashion world. It is also said that it is everybody's " Fashion plot "Achievements. Italy Milan international shoes exhibition (MICAM) To make it one of the three major professional shoe exhibitions in the world, with a large scale, high quality and strong influence. Top of European Exhibition 。

　 The appeal of MICAM is evident.

The Milan shoe exhibition is held in the two quarter of spring and autumn every year, with more than 30 thousand exhibitors per year. In 2010, there were 40 thousand people, including more than 20 thousand from overseas, 1600 exhibitors, 1000 from Italy and 600 from abroad. They represented more than 30 countries together.

With the theme of quality, design and innovation, Milan international footwear exhibition has successfully created a unique platform for integrating business, charm and communication. It has gradually become the most important place for footwear manufacturers to open up the European market, master professional information, understand the current international market trends and sign order contracts.

It is not only the stage of Italy Made in Italy, but also the vane of the international footwear industry. It is almost the world's top brand to enter the exhibition. The shoes labeled "Made in Italy" seem to mean "comfort, elegance and quality". This customized service has been widely promoted at the MICAM shoes exhibition.

　 MICAM politely refuses Chinese shoes.

In 2007, under the arrangement of China's Consulate General in Milan, Yuan Pu, director of the China foreign cooperation and coordination center of small and medium-sized enterprises, visited the new chairman of the footwear manufacturers association of Italy, Adios Lee. During the talks, when referring to the possibility of Chinese enterprises participating in the Milan International Footwear Products Fair (MICAM), Mr Adie Li first declined the participation of Chinese enterprises in the exhibition. And explained that Chinese shoes and most exhibitors are not the same type, so exhibiting is of little significance.

Is it true that "made in China" shoes are not suitable for Milan shoes exhibition? Dongguan Huahong shoes export brand GOLDEN PARTY has exhibited MICAM for many times, and has achieved gratifying results. The chief designer of GOLDEN PARTY also came from Milan shoe exhibition. In addition, the brand of Wenzhou red dragonfly has also successfully entered the Milan shoe exhibition by virtue of brand strength and years of efforts, attracting 46 buyers to cooperate with them, which greatly changed the foreign businessmen's view of "made in China".

Red Dragonfly's success in tackling Italy is an exciting news for China's footwear industry. It also makes Chinese shoe companies aware of the pressure. Because MICAM has refused Chinese or even Asian brands in the past 39 years.

　 "Made in China" is deeply troubled by internal worries

5 years ago, when a series of trade frictions against anti-dumping and technical barriers touched off export shoe enterprises, the voice of changing the export structure and expanding the domestic market appeared. Today, the global financial turmoil has led to the shrinking of overseas markets. A series of problems such as exchange rate upgrading, raw materials rising, recruitment difficulties and so on have made the enthusiasm of shoemaking footwear enterprises to fight for domestic sales unprecedented.

However, due to the lack of experience in domestic brand operation and in-depth understanding of domestic channels, export oriented shoe enterprises are unable to turn to domestic sales. Qi Yaochang, chairman of Dongguan Yisheng shoes industry, reflects that it is very difficult to sell a few pairs of containers and dozens of pairs a day when exporting. Yin Jiqi, chairman of the footwear industry, said: "we are pushing the market of men's shoes from R & D, sales network and brand packaging, and gradually transition from production to brand." How to turn from "manufacturing in Dongguan" to "circulation in Dongguan" is the biggest problem they face now.

In fact, a large number of export-oriented shoe companies have been exerting great pressure on domestic brands in the domestic market. This means that apart from "foreign brands", more brands will share their customers' resources and market share with them. As a result, shoe brand competition will be more diverse and complex, involving channel construction, information control, product development, marketing promotion, resource integration and capital operation. {page_break}

　 Consumption leader promotes transformation and upgrading of shoe enterprises

As the largest footwear manufacturing and consuming country in the world, the consumption potential of the Chinese market is being stimulated. China is becoming the "world mineral resource". The Chinese footwear market is also becoming the main battleground for some foreign brands and local brands to participate in international competition.

In 2010, the central economic work conference stressed that "promoting consumption and protecting people's livelihood" as the main starting point, from the source to solve the problem of insufficient consumption, promoting technological innovation and independent brand building; in 12th Five-Year, the plan put forward more clearly, and strive to form a new situation of consumption, investment and exports to jointly promote economic growth. Experts predict that strong domestic demand will bring new market space to shoe brand, and consumers will pay more attention to brand experience. In order to seize opportunities, highlight brands and create profits, shoe enterprises must first solve the problem of buying and willing to buy shoes, that is, commodities and channels.

The direction of the change of consumer behavior is the development direction of channel form. When consumers are moving from rural to county, from county to small and medium-sized cities, from small to medium-sized cities to large cities, the channels are also becoming more and more important. The department stores are expanding at a time of consolidating the market position of the first tier cities, expanding the mainstream business circles of the secondary businesses and emerging cities in the first tier cities, while shoe cities and shoe companies are stepping up the layout of the two or three cities. The large-scale expansion of the retail industry to the footwear industry provides more platform for the display of shoes. At the same time, it also puts forward higher requirements, accelerating transformation and upgrading, improving research and development level and marketing ability, and growing with the channels, otherwise it will be abandoned.

　 The ninety-ninth "shoe fair" will create China's "Milan shoe fair" in all directions.

Whether it is to break through internal and external troubles, or to achieve rapid transformation and upgrading, shoe manufacturers have issued a call: China needs a "Milan shoe show" to provide customers with decisive business opportunities to build multi modal business contacts, to display their brand image and enhance their brand value.

China's shoe industry leather goods fair and the "famous brand shop" docking exhibition has taken the heavy burden: resolutely carrying out the national policy and policy, and promoting the leather shoes brand at home and abroad as a whole, deepening the Chinese market and mutually beneficial cooperation, assembling thousands of large department stores, more than 300 shoe city representatives, and more than 10000 outstanding national agents and retailers, engaging in closed and seamless connection with different stages of development. At the same time, through a series of activities such as investment promotion conference, Summit Forum, designer salon, colorful 2011 autumn and winter trend new product launches, exclusive data release, etc., it is necessary to ensure the maximum strength of product promotion, the maximization of business cooperation opportunities, the maximization of brand publicity effect, and the maximization of information exchange scope. Under such circumstances, the Ministry of Commerce specially supported the ninety-ninth session of the Chinese general merchandise business association.

Chu Xiuqi, President of the Chinese Department Store Association, said: "the Milan international shoes exhibition is sponsored by the Italy Footwear Manufacturers Association. The Chinese Department Store Association, which has special support from the Ministry of Commerce, has the responsibility and ability to build China's" Milan shoes exhibition "and shoulders the main task of boosting the development of the national brand. This is also a favorable trend. The Chinese market needs a specialized, high-quality and international shoe exhibition to enhance the product development, channel docking and marketing promotion capabilities of the enterprise. Guo Xiaoping, chairman of GOLDEN PARTY, has repeatedly said, "we need exhibitions like MICAM, because shoe companies can hardly get into mainstream channels with their own strength, even if they can enter, the cost is too high."

Xue Lijun, general manager of Shanghai Baicheng Business Service Co., Ltd., the ninety-ninth China footwear industry and leather goods fair, said: "we have always been in line with MICAM, including exhibition design, professional audience invitation, investment form, activity planning and service mode. It has also achieved good results, attracting famous brands from all over the world, mainly in Italy, Spain, Japan, France, Portugal and other countries and Taiwan, Hongkong, Macao and Fujian, Guangdong, Zhejiang, Sichuan, Chongqing and other products and shoes." It is reported that last year's exhibition "designer Salon" activities were well received by exhibitors. The ninety-ninth Shanghai exhibition and the exhibition of "famous brand shops" in 2011 will not only be a docking meeting, but also a fashion feast that integrates the international trend.

As China becomes stronger and stronger, we have reason to believe that the shoe industry in China needs and will have a "Milan international shoe exhibition", which will shine like a bright night sky to illuminate the Chinese shoe market.