The Ninety-Ninth China Footwear And Leather Goods Fair Will Open In June.

In June 1st,

According to the exhibition organizing committee, the number of exhibitors has increased by 30% compared with the previous session.

China needs such an exhibition.

Turning to the development of China's footwear leather market, Fan Yujie, Deputy Secretary General of the footwear department of China general merchandise Association, regrets, "China is a big producer of shoes and leather goods. It is also a big consumer country. Brand development is at an upward stage, but there is no product exhibition that has the same international influence as Milan shoe show".

China needs a professional platform to optimize the cooperative relationship service between brands and channel providers, while enhancing the international influence of China's footwear industry and leather goods market.

In recent years, the brand development of China's footwear industry has made great achievements, but the brand sedimentation period is short, and has not yet formed a strong international and domestic influence. The bargaining power is challenged. In this regard, we lag behind the European and American countries.

Therefore, the famous Milan shoe fair rejected the products made in China.

This situation has not improved in recent years, but Chinese brands still have a long way to go.

At present, there are many deficiencies in R & D capabilities, channel management capabilities and marketing capabilities of Chinese enterprises. They need to face reality, communicate more, learn more and improve constantly. This also highlights the importance of a professional shoe show.

In order to achieve win-win results for manufacturers and help to upgrade their brands, the famous brand shop has set up a series of activities such as salon, the chief designer of the international footwear industry and leather products, the China retail chain shoe City Summit Forum and the chain shoe city council meeting, the 2011 "colorful" theme shoe industry, leather goods fashion conference, and channel buyers' special meeting.

At the same time, in line with the vigorous development of e-commerce today, we specially designed the "Huashan sword" special activity for the elites of electronic commerce, to carry out strategic guidance for promoting diversified channels of leather industry construction in China.

Xue Lijun, general manager of Shanghai Baicheng Business Service Co., Ltd. recently revealed that BELLE, the domestic women's shoe giant, has decided to participate in the exhibition and booked the exhibition area to more than 800 square meters.

At that time, BELLE will focus on promoting the map integrated store mode. The new terminal format will definitely be a hot topic in the industry. BELLE's official shopping website, Tao Xiu net, will also appear at this exhibition.

BELLE, which owns tens of thousands of physical retail terminals, is also eyeing the e-business model.

What changes will the online and offline interaction bring to the industry? I believe this will bring new topics and opportunities to China's footwear industry.

Channel business week of thinking

China is a large and complex market, with a wide range of countries and different characteristics.

Shoes, leather goods, etc., as people's daily necessities, need to meet the different needs of different regions and different populations. This has become a problem that the channel operators are always thinking about.

Channel is the lifeblood of product circulation, and is the most direct terminal of interest creation.

Every channel merchant hopes to win the largest number of consumers in order to create more profits and development space.

But the premise is to establish suitable terminal formats and create suitable service modes, and it is not easy to achieve them.

At present, the sales channels of shoe brands are mainly composed of four major modules, namely, general merchandise, chain shoes city, chain Monopoly and e-commerce.

After years of development, department stores have become the main business form of high-end retail formats.

With the development of the market, the department store industry has begun to expand vigorously, such as the Wangfujing system, the big business system and the Bailian system.

With the accumulation of many years, they are well known, strong, trustworthy, and advanced in management, so as to realize the large-scale development of multi region, multi store and multi location, and become the benchmark of the industry.

The multi store chain mode is beneficial to multi angle market penetration and create greater profits, but the following problems are homogeneity of location, homogenization of management, homogenization of services, and so on.

The chain shoe city has become a professional and exclusive retailing terminal format, and has also been developing rapidly.

Northeast tycoons and northwest Jin Bai Chun have all developed into a large-scale chain system.

But for the popular positioning, how to balance the relationship between high cost and low profit is a test.

Chain monopoly has become the favored mode of footwear brand business with the advantages of rapid expansion and flexible operation.

Walking in any commercial street or small street, you can see the shadow of the store.

However, with the intensification of competition and the shortage of shop resources, the rental and management costs have doubled and doubled year by year.

Therefore, the long-standing problems of its business are often said to be constantly new.

As a new form of business, e-commerce is developing at an amazing speed, attracting numerous enterprises.

However, e-commerce has made some enterprises and has caused a lot of enterprises to lose their jobs.

Is the emerging e-business a pie or a trap for a traditional enterprise? Where is the road to success? People in the industry need to keep a clear head in the process of exploring.

"The joy of success is the same, the reasons for the failure are different, but one thing is the same: how to optimize the product mix, establish a healthy development relationship, and promote the win win of brands, distributors and consumers. This is also a topic shared by both sides."

Fan Yujie said.

The "name shop" will be held for three days, plus the preparation time for pre registration. There will be five days for all parties to gather together to discuss the topic of concern. This is not only a cooperation platform, but also a "thinking week".

Each format should complement each other and achieve a great success in China's shoe market.

Timely and proper way is king.

The huge potential of the Chinese market really excited many brands, especially the desire of international brands to enter the Chinese market.

According to Xue Lijun, in the past two years, the number of international brands participating in the exhibition of "famous brand shops" has increased by 30%~50% per year.

The number of international brands in this exhibition is more than 60% of the total, and for the first time exceeds the number of domestic brands.

This reflects the importance of international brands to the Chinese market, and on the other hand, it reflects the underestimation of Chinese enterprises' competitive environment in the domestic market.

However, this phenomenon has also aroused the worry of Fan Yanru, Deputy Secretary General of the Chinese general merchandise business association. "Since the entry of WTO, the Chinese market has no longer isolated, but has become an open market, which means that the competition is intensifying.

China's footwear and leather goods enterprises should have more timely and quicker actions in the market layout.

Through years of observation, Fan Yanru summed up the short board of Chinese shoe enterprises and the misunderstanding of Chinese footwear enterprises in the domestic market.

Due to the short development time, the short board of Chinese shoe enterprises is mostly manifested in inadequate research and development, unstable channels and lack of professional management.

It is also these short boards that lead to the weak bargaining power and low added value of the domestic brands, thus restricting the development of the brand and the vicious circle.

The misunderstandings in the understanding lie in the blind optimism of the Chinese market, the lack of rational analysis of the market, and simply thinking that the market layout depends solely on the relationship, and the market capacity is unlimited.

This leads to the lack of risk awareness of enterprises, the development of quick success and instant benefit, blindly seeking quantity, neglecting the promotion of quality, and affecting the long-term and stable development of the brand.

"To avoid these shortcomings, Chinese shoe enterprises need to constantly introspection, and actively and actively participate in the exchange and interaction of industries, and deposit in learning."

Fan Yanru, for example, said that during the ninety-eighth exhibition, Taiwan's thin brand was displayed with exquisite products, professional service team and unique style, leaving a deep impression on all professional spectators and exhibitors.

She suggests that it is necessary to maintain the relationship between suppliers and suppliers, but do not lose the essence and core.

She warmly welcomed the participation of international brands in the domestic market, but also reminded that such brands should rationally analyze the Chinese market, combine the brand culture of foreign countries with the actual needs of Chinese consumers, and adjust measures to local conditions, so that they will not take a detour.

"Timely and proper is the king's way."

She said.

At any time, the purpose of "everything for the Chinese market" remains unchanged.

When reporters asked whether some foreign shoe exhibitions would be the same, they would selectively provide services for enterprises, fan Yan Ru stressed.

"As long as it is in line with relevant laws, regulations and shoes standards, we welcome different positioning shoes enterprises to participate in the exchange.

We can also see from our planned theme activities that different positioning brands are highly targeted and believe that both sides will have satisfactory results.