Interpretation Of The "BELLE Empire", Shenzhen Shoe Enterprises Onto The International Stage!

Attracted by the strong high-end manufacturing atmosphere in Shenzhen, many international brand shoe companies began to base their research and development bases in Shenzhen.

Recently, at the fourth industrial fair held in Southern China, the leather leather exhibition organized by the Shenzhen Leather Industry Association attracted the attention of buyers at home and abroad. In the 2 square exhibition area of Southern China City, hundreds of Shenzhen leather manufacturing exhibitors lined up and accepted the "inspection" of domestic and international buyers, confidently answering the questions raised by buyers.

"I didn't expect to see such a fine quality and exquisite design in Shenzhen. leather shoes Leather clothing, bags, they are placed in any high-end shopping mall in Europe and America, absolutely not inferior to those famous brands in the world. Mr. Lin, a purchasing manager of a shopping mall in Singapore, said with emotion.

In the interview, the reporter happened to meet Mr. Zhong, a general manager of a shoe enterprise. He was negotiating with the American businessmen about the order, and the two sides negotiated the price. Mr. Chung firmly insisted that the price was not relaxed. He believes that his product is brand, quality and fashion design, which is worth the price.

　 Interpretation " BELLE The secret of Empire success

From the end of the 70s to the end of the 70s, Hongkong merchants Zheng Keming invested in the establishment of Luohu handbag factory and opened up the history of the development of the leather industry in Shenzhen. The leather industry in Shenzhen has experienced several stages of processing, OEM, self created brand and export brand in the past 30 years, and gradually realized the spanformation from traditional industries to fashion and creative industries. Leather industry, represented by leather shoes manufacturing, has become a model of leather industry spanformation and upgrading and building high-end brands.

"Mention of leather shoes in Shenzhen. brand People will naturally associate with BELLE, a shoe manufacturer. Liu Weidong, Secretary General of Guangdong Leather Industry Association, told reporters that a small factory invested in 2 million Hong Kong dollars in 1992 has developed to a listed company with a market value of more than 130 billion Hong Kong dollars. It took only 19 years. BELLE has created a miracle in the rapid development of enterprises.

In 2007, BELLE successively bought Jiangsu's old shoes, Hongkong's old shoe enterprise and Miao Li. In 2008, he annexed Hongkong beautiful treasure. In 2010, BELLE international achieved sales of 23 billion 700 million yuan, earning 3 billion 425 million yuan, and selling terminals more than 1, becoming a real shoe carrier.

Many people will find that when shopping in shopping malls, BELLE generally occupies the best location of shopping malls, with the largest area and the fastest selling speed. A shopping mall leader said: "the reason is very simple, BELLE is brand, sell well!"

"To understand the secret of the formation of the BELLE Empire, it may not be clear for three days and three nights, but one thing is certain that BELLE is walking ahead of the same kind of enterprises by fashion and efficiency, some of which are not learned by others. Liu Weidong gave an example: BELLE has a team of more than 500 people, 85% of the designers have passports, divided into 8 groups, flying around the world to collect the latest fashion elements. In addition, the development cycle of BELLE shoes is two months, the production cycle is 15 days, the minimum order is 12 pairs, the production of 4 pairs of shoes per person per day, BELLE 2/3's product is the production of supplementary products.

BELLE is relying on such production efficiency and international design capabilities, in the shortest possible time, the most popular and fashionable elements of the world are implanted into products, becoming one of the most popular and best selling footwear brands in China.

Shenzhen has about 600 shoe making enterprises.

At present, there are about 600 shoemaking enterprises in Shenzhen, more than 1000 production enterprises in leather bags and handbags, 180 leather and fur clothing enterprises, nearly 200 raw materials and supporting enterprises, more than 1800 business and circulation enterprises, of which 500 are above Designated Size, and over 500 thousand employees are employed in the industry.

According to a person in charge of Shenzhen Leather Industry Association, Shenzhen leather industry has formed four leading industries such as footwear, leather goods and bags, leather clothing, leather products and leather products, and formed a production system from raw material processing to sales service, and the industrial chain is perfect. Many leather enterprises are willing to develop in Shenzhen. That is because they are well matched and the upstream and downstream industries are complete, which can greatly shorten the procurement cycle of raw materials and reduce production costs. From 1993 to 2009, the import and export volume of leather products of Shenzhen customs ranked first in China's large and medium-sized cities for 17 consecutive years.

As consumers' demand for leather products rises from consumer goods to fashion consumption, leather products have become one of fashion vane. Shenzhen leather industry has made timely adjustments, vigorously implemented the brand development strategy, and accelerated the spanformation from processing and manufacturing to fashion and creative industries. It has nurtured a number of leather fashion brands such as BELLE, Staccato, Teenmix, he, SKAP, Dissona, Cobo, Folio, racing, snow, and Lu Xian, and has been leading the leather fashion trend in China, enjoying a high reputation.

EU lifted the ban to speed up the internationalization of shoe enterprises

According to the communiqu issued by the European Union official in March 16th, the EU will formally end its anti-dumping measures on footwear in March 31st. It also declares that the obstacles to Chinese shoe companies' development of the EU market for 5 years have been cleared up. This also provides opportunities for Shenzhen shoe enterprises to internationalize their brands.

Zhou Jinmiao, executive deputy general manager of Kangnai Footwear Group, said that the previous EU orders were concentrated in the hands of Taiwan funded enterprises. Now the mainland enterprises are developing rapidly and have the ability to produce high-grade shoes. After the EU's high-end shoe market is liberalized, these enterprises will be able to participate fully in competition. In order to open the EU market and realize the internationalization of brands, shoe companies must produce products according to the international standards, ensure quality management, and focus on technology research and development, and maintain high-end manufacturing.

Liu Weidong also believes that the abolition of EU anti-dumping duties is conducive to the promotion of China's high-end leather shoes into the EU, which helps to improve the industrial structure of domestic footwear industry and promote industrial upgrading. On the other hand, it will help to alleviate factory pressure and help enterprises to explore the international market. Especially for some large enterprises with high management level, the liberalization of EU market will bring them a lot of opportunities and help shape international brands.

"BELLE will take this opportunity to achieve greater aspirations. BELLE's new goal is to develop into a world-class footwear industry. " A head of BELLE expressed his ambition.

In addition to accelerating the pace of internationalization of BELLE, other Shenzhen shoe companies are also speeding up, creating a strong high-end manufacturing atmosphere. Attracted by this, some international brand shoe enterprises began to research and development base in Shenzhen, such as the world's second largest sports shoes group Taiwan long Dian group set up branches in Shenzhen, for many international brands to provide R & D, design and processing. Shenzhen is becoming one of the world famous sports shoe brand processing and design centers.