How Can Shoes And Clothing Enterprises In Dongguan Get Rid Of The Situation Of "Dressing For Others"?

May 30th hearing in international first and second lines brand Male sales Women's Shoes In China, "MadeinDongguan (made in Dongguan)" is not a minority. It is precisely because of this that these stealth after years of big names, accustomed to what is known as "Dongguan's cobbler for others", is also more or less a heart of hate.

At Guangzhou Shenzhen Expressway Dongguan The exportation of the Huajian group and the Qisheng shoe industry on the roadside of Houjie town are the two typical examples in the field of shoes and men's OEM. NINEWEST, the brand of women's shoes, and its brand Easyspirit and BANDOLINO are all from Huajian's hands. According to the introduction of Huang Yucheng, assistant director of Qisheng shoes industry, "almost all of the men's shoes brands that you are familiar with are on the market or are making OEM for them."

But in hate of "marriage", the two families are going on two distinct paths.

　 Move or boil?

It is a coincidence that Zhang Huarong, founder of Huajian group and Yin Jiqi, founder of Qisheng shoe industry, entered the footwear industry in Dongguan in 1998.

As early as in 1984, Zhang Huarong founded a shoe factory in his hometown in Jiangxi. However, the shortage of foreign products and European anti-dumping sanctions made it difficult for the inland shoe enterprises that had already smashed up heavy equipment to buy equipment. In 1996, Zhang Huarong came to Dongguan alone with tens of thousands of people. At that time, the footwear industry in Dongguan was almost exclusively Taiwan funded and Hong Kong funded enterprises, and local private enterprises could only get a share of their contract by undertaking some orders. But the exuberant demand for export in Dongguan is still deeply attracted to Zhang Huarong. He first tried to set up an office to develop sample orders.

Not long after, a Taiwanese shoe factory closed down in the houhao Industrial District of Houjie town. Zhang Huarong immediately offered 1 million of the price, and even the workshop was brought down with the machine. In 1998, he sold the factory in Jiangxi, and Huajian shoes industry officially settled in Dongguan. At this time, Yin Jiqi, a native Street man, joined the Dongguan private shoe factory team, which opened a small factory and sent orders from foreign enterprises.

Over the next few years, Huajian gradually built up a whole manufacturing chain from raw materials, accessories, moulds to finished products in the upper reaches of the industry chain. In 2002, affected by the rising cost of labor in the Pearl River Delta, Zhang Huarong invested 500 million yuan in Ganzhou, Jiangxi, and built Ganzhou Huajian international shoe city, and subsequently invested in factories in Guangdong, Jiangmen, Henan, Xiangcheng and Vietnam. In Zhang Huarong's own words, Huajian wanted to be a good shoemaker.

Qisheng shoe industry is another story. After gradually accumulating some OEM customers and funds, the first question he thought of was, "why can someone else take the shoes I made, put the brand on them, face the terminal market directly, and I can only earn the processing fee?" "why can't we make the brand to gain more profit space?"

Huang Yucheng, assistant director of Qisheng shoes industry, told Nandu reporters that Qisheng had its own lab. "Every new product has to pass 50 thousand test procedures, such as bending, pulling, wearing, blasting and so on for 6.5 hours or so," and its qualification standards even exceed the shipment requirements made by the foreign customers. "This is a test procedure for 6.5 times." In addition, most of the raw materials and accessories used by Qisheng are imported directly from abroad.

From the past, "as long as the shoe is buried in the shoe" and become "first shoes, then shoes", the first two problems he faced are "who to sell" and "how to sell". Yin Jiqi did not choose a more insurance medium market to start his own brand in the beginning. Instead, he bought a shoe maker family brand named Dibao al o from Italy, aiming directly at the domestic high-end market.

Some people may think that this is a way of "opportune", but Huang Yucheng sighs to reporters in the south. These years are not "rushing" or "rushing", but "boil". {page_break}

　 Your own wedding dress is not good.

To introduce "Dibao" to the domestic market, Yin Jiqi first asked the design team of Italy to link up with the domestic design team, and the former completed the first draft of the design, and then gave the latter fine adjustments in terms of comfort and other aspects according to the foot shape characteristics of the Chinese people, so as to ensure that the final product could find the best combination point between internationalization and localization.

In terms of pricing, the price range of "Dibao AI" men's shoes is 1500-60000 yuan / double. Meanwhile, Yin Jiqi pointed out the location of the first counter to the high-end friendship store in Guangzhou. However, even if the imported brands do not have market awareness, they want to enter the friendship store.

Huang Yucheng recalled that at that time, in order to enter the friendship store in Guangzhou, they not only prepared a complete set of brand marketing plan, repeatedly lobbied, but also made great concessions in the location of counters and shopping malls. Thanks to the influence of the Friendship Shopping Center, "Dibao Ajo" has become relatively easy to enter other middle and high-end department stores. However, due to its poor location and limited brand awareness, the counters of the friendship store only sold 60 pairs of shoes in the first month, and the whole counter took 4 years to break through the balance.

Huang Yucheng also explained to reporters in the southern metropolis that "Dibao Ajo" has become the sales champion of men's shoes category in friendship stores. The location and profit margins of the counters have been greatly improved, and sales category has also extended to women's shoes and accessories. More importantly, after the "Dibao", "Qi Bao" introduced another young Spanish cobbler brand, Callaghan, in the same way, and created a channel brand "European shoe hall", which was used to represent foreign shoes for men and women.

At present, only a single brand of "Di Bao AI" has more than 180 counters in China, and the sales system is initially mature. Next, Huang Yucheng said that he would launch a series of brand promotion activities in a prudent and rhythmic way. For example, from Italy, please hand shoe artists to the "Dibao al o" special counters to provide customized services, and incorporate more elements related to "horse culture" into the brand so as to enhance their liveliness and brand tension.

According to industry sources, Qisheng only has tens of millions of revenue in its domestic market, and has maintained rapid growth in recent years. In contrast, from 2005, similar practices have been adopted, which has knocked down tens of millions of gold coins. In cooperation with movie star Jackie Chan, the brand name "Jackie Chan" has been introduced. Hua Jian, who imported the cobbler brand "Alan Delong" from abroad, does not seem to be so lucky.

Recently, in an interview with Nandu reporters, Zhang Huarong admits that Huajian's current self created brand has become very difficult to enter the mainstream of the domestic market. Therefore, he has changed his mind to enter the business pioneer park mode, that is, to recruit a certain number of e-commerce start-up teams, relying on Huajian's brand, products and the whole supply chain system to expand the online domestic market. However, Huang Yucheng believes that for high-end footwear products, it is still not the best time to cut into e-commerce.

He told reporters in the southern part of the world that the reason why most shoe-making enterprises, which were exported from abroad, were hard to make "a proper wedding dress" for themselves, the key was not finding the right operation brand and sales team. Qisheng, because of its early start, has relatively preemptive advantages in this respect. At the same time, many bosses can hardly endure years of brand cultivation. These two points, whether online or offline, can not be avoided. Because of this, a number of shoe bosses may be more inclined to restrain the hatred of "marriage" and return to the old way of "dressing for others".