Leather Logo Shoe Enterprises Realize Internationalization Road "Acceleration"

April 8th hearing in foreign countries

In the process of "going out", AOKANG Group Limited realized the pformation from "internationalization at home" to "localization".

AOKANG Group officially launched the internationalization process in 2003. This year, they began working with GEOX in Italy to sell their products in the international market through the global marketing network of James's.

In the Chinese mainland market, AOKANG processes global market products for its products and participates in its design and development in Asian markets. At the same time, it is also responsible for brand promotion, network construction and product sales in China.

In June this year, the framework agreement on economic cooperation across the Straits was signed in Chongqing.

A month later, Wang Zhentao, chairman of AOKANG group, led the management of enterprises to Taiwan to seek cooperation with Taiwan leather shoes brand "thin".

Wang Zhentao said frankly that AOKANG had opened an international brand store in the United States, but it did not succeed.

However, unlike Taiwan, cross-strait exchanges are becoming more frequent and in-depth. Many Taiwanese live and trade in the mainland and have some knowledge of AOKANG.

In addition, the style of AOKANG's fashion and leisure is also in line with the trend of Taiwan.

Although Taiwan has a population of only 23 million, its spending power can not be underestimated.

In addition, Taiwan has talent and other advantages, which can become AOKANG's "bridgehead" to enter the international market.

The head of AOKANG Group believes that at present, China's leather shoes manufacturers mainly adopt pure foreign trade and open store stores on the road of internationalization.

The former is at the expense of the brand, while the latter has already highlighted the bottleneck in entering the foreign market, more reflecting the internationalization of the Chinese circle and deviating from the original intention of internationalization.

The biggest flaw of the internationalization of Chinese shoe enterprises is that China's leather shoes lack the core technology recognized by the international aesthetic trend.

With the deepening of internationalization, AOKANG Group Global Marketing Summit was held in Wenzhou in June 18th this year.

AOKANG group's three major international companies, the US, India and Hongkong, were officially launched on the same day.

As China's largest private shoe making enterprise, AOKANG global marketing strategy has been launched to the high-end U.S., the second largest population in the world and India's Hongkong market, representing the international fashion frontier.

AOKANG, the world's second most populous country and India's mainstream American market, has meant that AOKANG has already designed more than 1/3 of the world's footwear market.

The Hongkong market, which is entering the forefront of international fashion, is a powerful signal for AOKANG to turn from "traditional manufacturing" to "marketing" and then to "design research and development".

Usurusk, the second largest city in the Russian seashore border area, has started the operation of the usurusk economic and trade cooperation zone, led by Kangnai group, Jixin industry and trade group and Huarun company.

In 2009, Chinese enterprises in the park realized sales of 158 million dollars, contributing 27 million 800 thousand dollars to the local revenue.

The number of Russian workers in the park business is at least 20%.. Is it worthwhile to open a factory in Russia?

It has been calculated that the export duty of a pair of semi finished leather shoes is only 5%, and the tariff of finished shoes is as high as 15%. If customs clearance is made to 15%, if it goes to Russia with "grey customs clearance", it will take more than 3 months from Wenzhou to St Petersburg.

If the enterprises complete the assembly of semi finished shoes in the usurusk Park, Russia, they can not only be sold safely in Russia, but also be sold to the main markets of the EU, which will reduce the cost of customs duties and worry about all kinds of problems of anti-dumping.

The head of Kangnai group said that considering the reduction of import and export tariff costs, the intermediate procurement links and the relative increase in the prices of Russian made products, the cost of Russian manufacturing could be digested.

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From exporting products, opening overseas stores and setting up production Parks abroad, Kangnai group has achieved the three step of "going out".

Kangnai group opened its first store in France in 2001. Currently, it has opened stores in more than 20 countries such as France, the United States, Italy, Spain, Vietnam and so on, and the price of Kangnai's own brand shoes sells overseas to 70 euros.

Kangnai group originally planned to open 1000 stores overseas by 2010.

Despite the impact of trade inequality and financial crisis, Kangnai's internationalization path is not as smooth as expected. However, Kangnai Group official said Kangnai's internationalization will still go on firmly.

"Going out": Eight Immortals crossing the sea

In the process of "going out", the real leather label enterprises have adopted different strategies according to their own actual conditions.

In recent years, Shishi rich birds always adhere to the internationalization strategy of their own brands.

In the international market, the fortune bird has opened up more than 50 markets in Russia, the United States, Singapore, Brazil and other countries, and has also carried out international registration of Madrid trademark to launch an impact on international brands.

People from the Ministry of foreign trade of the rich and precious shoe industry said that this was forced in recent years in the international anti dumping war.

In the financial crisis, such a market layout helps enterprises avoid market turbulence.

While some other shoe companies have only been stared at the US market after shrinking in the European market, the impact this time is much greater.

Fujian Shishi Fusheng shoes industry Co., Ltd. has organized a research team of more than 100 people, specializing in developing new products, with products with independent intellectual property rights as the "golden key" to open the international market.

Last month, the "Mu Lin Sen" brand footwear products of Fusheng shoes industry declared 6 utility model patents, which are being publicized by the State Patent Office.

So far, this year, Fusheng shoe industry has 22 utility model patents accepted by the State Patent Office.

Shishi Shoes Co., Ltd., also located in Shishi, chose to list abroad.

After many years of hard work, in December 2009, Toronto's stock market was first listed on the Canadian stock exchange.

Today, the industry has made great efforts in three aspects: channels, marketing and products: constantly expanding and innovating channels; utilizing entertainment marketing and event marketing, and two-way and more powerful network media to seize the mental resources of consumers; strengthening investment in product R & D and design, enhancing the technological content of products, thereby further gaining market share and enhancing market competitiveness.

Generally speaking, the road of internationalization of leather label enterprises is actually not smooth. However, the bow did not return to the arrow. Once we choose "go out", we only have to take every step step by step.