Domestic Shoe Companies Need To "Come In" And "Go Out".

April 21st statistics show that China has been global for 15 consecutive years since 1995. Anti-dumping The biggest victim. With the outbreak of the financial crisis, China's shoes products with obvious price advantages have become the target of public criticism. In fact, the anti-dumping sanctions imposed on Chinese leather shoes have been in place for nearly five years in various EU anti-dumping exports to China, and the low cost advantage of shoe enterprises has been gradually reduced. Moreover, the recent surge of wage increases has greatly reduced the profit margins of labor-intensive enterprises, and the appreciation of the renminbi is expected to increase. market It is widely expected that the renminbi will gradually appreciate in the next few years. Exit Shoe companies are putting great pressure on them.

　 Upgrading is a strategy of rapid progress.

Some experts pointed out that, "innovating independent brands, upgrading products, enhancing the international image and increasing the added value, enterprises can better develop the international market road." Indeed, in a changing international market environment, the key to success or failure of an enterprise lies in its ability to adapt to change. New competition requires shoe companies to increase their response speed and execution ability and enhance their competitiveness. First of all, we must rely on the advantages of the "external brain" to develop products in a targeted way, constantly enhance the product's ability to generate products, extend product lines, and increase R & D efforts and absorptive capacity. We should enhance the added value of the brand, shape ourselves in a new posture and meet the challenge of new heights.

After more than 30 years of reform and opening up, China's opening up has made China richer. Historical experience tells us that "closed door" can only make China poorer and poorer. Only when China is opened up can there be a way out. For manufacturing shoe companies, "shutting down doors" will never create a "good car". In particular, after the market in recent years, even the old shoes of old entrepreneurs understand a reason: want to make a big business, without reference to the support of the brain. It is absolutely impossible to cope with this blowout development. Only by opening up, can we understand ourselves better through communication, so that we can learn from the outstanding achievements of all the excellent shoes making garments in the world, and draw lessons from them for our own use.

　　 Join hands to dig deep resources

Nowadays, sports marketing has become the promotion means of domestic brand shoe enterprises. In recent years, domestic sporting goods companies are scrambling for resources to compete. In 2010, international sporting events such as Vancouver Winter Olympic Games, South Africa World Cup, Guangzhou Asian Games and other international competitions started successively. For domestic sports shoe enterprises, mining sports event resources has become a marketing opportunity that can not be missed. From 2010 to 2011, PEAK, China's top sports brand, joined the third major teams to carry out national competitions with the strong combination of regional major events. It also combined resources of NBA team to boost the brand's internationalization. It is understood that the commentator of China News Network pointed out that since its establishment, PEAK has set the goal of creating an international brand, and officially launched the strategy of brand internationalization in 2005. Over the years, PEAK has been making intensive efforts in major events, especially the achievements made in cooperation with NBA. This also means that the "made in China" will be officially landed on the world first-class brand front, which is of great significance.

Whether the international sports brand or the Chinese local sports brand, competing for sports resources has become an important means of marketing. Through the sponsorship and near perfect service of this NBA tournament, PEAK has made the international sports community directly feel the booming development of China's sporting goods industry, and deeply realized that the Chinese sports industry is moving from "made in China" to "new China".

Nowadays, with the increasingly fierce competition in the footwear market, domestic shoe companies need to rely on strong brand pulling and flexible promotion methods. They need to "come in" and "go out" to win the magic in the international market.