What Is The Bottom Line For Domestic Shoemaking Enterprises To Take The High-End Line?

With the footwear industry in China

Advanced technology ensures quality

Since the development of the shoe industry brand in China, its product quality and appearance have been recognized by consumers more and more. This is inseparable from the domestic shoe brand's emphasis on technological innovation.

Take Kangnai as an example, Kangnai has 30 patents so far, and is known as "China shoe king".

Winning from "high" and starting from "real" has always been the secret of Kangnai's leading development.

In the past 30 years, from the first realization of mechanized production in Wenzhou shoe industry to the first batch of well-known trademarks in China's footwear industry, the first "China shoe industry king" title has been awarded the first "China Leather leading shoe king" and won the first "National Quality Award" of China's footwear industry.

Kangnai has established more than 20 first in the industry.

Many years of technological innovation brought high-end manufacturing capabilities to Kangnai's pformation and upgrading.

In pursuit of the comfort of leather shoes, Kangnai has developed a series of products, such as "business comfort shoes" and so on, and has widely applied new technologies such as "Goodyear sewing technology" and "flexible insole technology".

The launch of the high-end brand strategy has opened a new path for Kangnai to develop.

In the past less than a year, Kangnai has entered Tianjin, Jiangsu and many other places, "Wenzhou name shopping".

It is understood that next step, Kangnai will also launch another high-end brand "KENOL", the main attacking high-end markets at home and abroad, enter the mainstream shopping malls of the first and second tier cities, and set up self owned stores, priced between 1200 yuan to 2000 yuan.

Brand awareness is rising day by day

According to the survey, in terms of men's shoes, he has become the first iconic leading brand in China's men's shoes market.

In 2009, by "Pi Shi", "the first most popular brand in the eyes of readers in the first session" was selected in nearly 100 brands, and won the honor of "the first brand of men's shoes" in the consumer's mind.

In 2010, AOKANG shoes ranked thirty-second in the 100 list of the sixteenth most valuable brands in China with a brand value of 8 billion 2 million.

Compared with last year's 6 billion 688 million yuan, brand value increased by 1 billion 314 million yuan, ranking 3.

It is reported that AOKANG is one of the top two brands in the list of leather shoes manufacturers.

"Brand value not only represents the price of the brand in the market, but also reflects the competitive advantage of a brand in the market and the reputation and brand identity of the brand in the mind of the consumer."

Wang Zhentao, chairman of Zhejiang AOKANG footwear Limited by Share Ltd, said, "AOKANG's brand value has risen so rapidly in recent years. Because of AOKANG's attention to brand building, AOKANG's fashionable and young brand image has played a very important role in the hearts of consumers.

In the future, AOKANG will take brand building as an important strategy for the company to build the world's AOKANG as the ultimate goal.

High cost performance is the advantage.

Huicong shoe net reporter interviewed in the survey found that consumers in the choice of domestic footwear brand, in addition to the quality of shoes is guaranteed, cost-effective is the biggest factor.

Today, the price is the most sensitive competitive weapon. The brand with higher quality and more beautiful appearance will surely attract more and more consumers' attention.

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Just past 2010 was recognized as a sports year. As a partner of the Chinese Olympic Committee, Anta was the exclusive design and production equipment for the Chinese sports delegation to Vancouver Winter Olympic Games, Singapore Youth Olympic Games and Guangzhou Asian Games. With the Chinese athletes joining the highest prize podium, Anta has won hundreds of millions of exposure. At the same time, it has strengthened a concept: Anta is a closer match with champion and Chinese sports in all sports brands.

In fact, Anta has been committed to providing products with high cost performance for the public, so that consumers can experience the value of money.

And Anta's strong scientific research strength undoubtedly made the most effective guarantee.

At the same time, Anta's rich brand connotation also enhances the added value of products, so that consumers can enjoy better brand enjoyment while using products.

In 2010, Anta continued its high and efficient R & D investment. The annual R & D cost accounted for 3.2% of the cost of sales, which is a relatively high level in the industry.

Anta sports science laboratory is the first and only national enterprise technology center in the sporting goods industry. Up to now, the sports science laboratory has contributed more than 40 national patents, including Anta's core technology and comfortable glue technology, which is widely welcomed by consumers.

At the same time, Anta always keeps its attention to the world's leading technology, and deepens cooperation with leading industries such as Huntsman, DuPont and 3M. It introduces the most advanced antibacterial technology and new technology materials such as Teflon and new sherry, so as to get a greater breakthrough in the use of technology and show Anta's outstanding technological innovation capability.

Comply with the law of enterprise development

For domestic shoe brands to take the high-end line, some experts say that the domestic shoe brands starting from low-end products begin to extend their product lines to the high end, which is an inevitable rule of enterprise development.

The downward extension of foreign brands threatens the dominant market of domestic brands, but the domestic brands have accumulated a lot of experience in technology and market operation for many years, and they are required to open up new market segments in the form of development.

The domestic shoe brand takes the high-end line, complies with the law of enterprise development, and is also faced with both opportunities and challenges.

In the long run, the development of domestic shoe enterprises to the high-end is the right choice, but it takes a lot of courage, because the domestic shoe brands need to spend a considerable amount of time to invest in high-end brands.

To sum up, the development of the domestic footwear industry is becoming more mature, the core technology advantages are becoming more and more prominent, the quality of products has been greatly improved, and gradually won the trust of a large number of consumers.

Because of the high cost performance, more and more consumers expressed their intention to accept domestic brands, and the domestic shoe brands already have the strength to develop high-end products upwards.

Despite the opportunities and challenges, the domestic shoe industry insists on practicing hard work internally, improving service level and brand awareness abroad, and believes that it will take a place in the high-end market in the near future.