The Sadness Of Guangdong Shoe Industry

Guangdong is the largest shoemaking base in the world, accounting for 1/7 of the world's annual production, accounting for the half of the country.

However, high yield does not mean "bumper harvest", the lack of independent brands and famous brands, and the great embarrassment of shoe making provinces.

This situation is not only commensurate with the brand development of other industries in Guangdong, but also differs from that of the largest shoe base.

So, people inside and outside the industry are asking, "what's wrong with the shoe industry in Guangdong?"

35 to 1: the pain that is hard to say is only 1 in Guangdong's 35 well-known trademarks in China.

Guangdong is a big shoe producing province, but lacks its own brand and lacks a well-known brand. This is undoubtedly a bit passive and embarrassing, and sometimes there is still no pain.

And this can not cause the attention of the shoe industry in Guangdong, and can not but do a comprehensive reflection.

In fact, no matter from which point of view, the footwear industry in Guangdong should take the lead in the whole country and even the world.

From the leather making industry more than three thousand years ago to the leather shoes produced in the late nineteenth Century, from the shoe factories of hundreds of people in the last century to the large factories of hundreds of thousands of people, the production of leather shoes from the beginning of the last century to the top class leather shoes production at home and abroad shows the leading position and leadership strength of the leather shoes industry in Guangdong.

But after all, it failed to come out, or did not grasp the opportunity very well. In the extreme pursuit of fast profits and short-term interests, it failed to see further, and walked smarter, like Wenzhou shoes industry, so as to truly establish the leading position of its own industry brand.

So far, in addition to output, in terms of brand, Guangdong shoes are hardly much to be proud of.

Of course, shoemaking industry is one of the pillar industries of Guangdong's light industry. Due to the specific industry history and industrial environmental factors, it has made the world's largest shoe base. It is also an important source of foreign exchange earnings in Guangdong and one of the major industries to expand employment. It has also stimulated the development of related industries in the upper and lower reaches of the footwear industry.

This shows that the footwear industry in Guangdong has more competitive advantages, but these advantages have not been fully utilized as an effective factor for subsequent development, nor have they been pferred to the strong province of shoemaking.

This can not be said that Guangdong shoe industry worries and the grief of the development process.

History and present situation: a bottleneck that is hard to break through. Guangdong lacks brand and brand name of shoes. It is not that the shoes of Guangdong shoe industry have no brand dream, but the specific historical factors and realistic environment have created the current situation.

Since China's reform and opening up, Guangdong has taken almost all aspects of economic development in the forefront of the country. However, the development of Guangdong's modern footwear industry has made two outstanding characteristics for Guangdong's footwear industry because of the special history of the industry: the first is the world's largest shoemaking base, and the two is the independent shoe brand and the lack of brand names.

More than 20 years ago, the pformation of world industry enabled Taiwanese to pfer the world shoe processing industry to Dongguan. Soon, the footwear industry with Dongguan as the center gained rapid development in Guangdong and became the world's largest footwear production base.

As a result, there are also the characteristics of shoe production in Guangdong: first, the increasing number of processing enterprises and the formation of a clean OEM industry cluster; two, the formation and maturity of the footwear industry chain, and the rapid development of related industries; the three is the promotion of several independent brands to the whole country, and a good start; four, the development of more OEM processing enterprises, so that more mainland footwear manufacturers from Taiwan shoe factories have opened more shoe factories; five, the fast profits and short-term benefits concept have constrained many of the bosses in the footwear industry, which have profoundly affected their sense of brand creation, and become the shackles that they still dare not to operate in a big way.

These aspects undoubtedly played a great role in boosting the formation and development of modern footwear industry in Guangdong, but as the unspeakable pain in the development of modern footwear industry, the side effect of this traditional factor is self-evident.

In particular, the traditional concept of processing and earning money has become a fatal factor in the development of the shoe industry in Guangdong.

Entrepreneurs born in a specific economic mode are hard to generate autonomous breakthroughs and fundamental conceptual changes because of their different industry limitations and knowledge structures.

Even if we have the dream of creating our own brand, we are always unable to achieve self breakthroughs.

Reporters visited hundreds of small and medium-sized shoe factories. Apart from a few independent brand enterprises (even so, they still have a large number of OEM products). Most enterprises believe that the external processing does not need to be operated as a whole.

In particular, the high cost of brand operation makes them unable to extricate themselves from the traditional concept of quick profits.

Most of the owners of these enterprises still maintain the status quo and will not do their own brand. Only a few people think they can consider it, but they still have to retain the original processing part. Only a few people believe that the independent brand is the foundation of their survival and long-term development.

These enterprises are particularly common in Dongguan and Shenzhen.

It can be seen that the impact of traditional ideas is difficult to break through at the moment, and this is also a major factor affecting the development of Guangdong footwear brand.

It is true that we can hardly jump out of the circle. We must not deny the achievements made by the shoe industry in Guangdong. The above remarks are intended to illustrate the problems existing in the development of the footwear industry in Guangdong.

Because there are many independent brands in Guangdong, besides BELLE, there are many regional small and medium-sized brands.

Such as Dongguan's high-end brands, Guangzhou, Shenzhen's mid-range brands, Heshan, Zhongshan, Huidong's popular brands, in recent years are very active.

But compared with Wenzhou, it does not appear to be hot enough.

Its outstanding problems are: Wenzhou people run brands and Cantonese produce brands.

This is the absolute difference between ideas and patterns.

The operation of brand is the "potential".

Big input and big output are bound to be big impact, big publicity and big brands.

The production brand is the "shape".

Do the product well, set up the product image, small investment and small output. The result will be small impact, small reputation and small brand.

The difference between the brand and the brand of the shoe industry is entirely different from the different concepts.

It should be said that Guangdong is at the front line of reform and opening up, and should have an open concept.

The Wenzhou people built their brands and moved out of their own circles and made many famous brands.

The Cantonese are still in their own circles and are looking forward to their dream of brand.

This is a virtual reality, which is explained by Taoist philosophy, that is, the virtual "potential" is actually "shape", and the shoe industry should be divided into two different levels.

The realm is different, and the result is different.

To create or operate is to have a brand when there is a product, and to have a brand has a well-known brand.

The people of Wenzhou have used this to write many myths about the footwear industry.

And the brand of shape or production is brand after having many products, and has the brand to use more time and products to create famous brand.

It is in this situation that the shoe industry in Guangdong can hardly win the lottery.

In fact, the industry knows that the quality and design concept of the footwear industry in Guangdong are leading the trend in the whole industry. However, people who don't know what good things are and the market share is too low, you can hardly get a famous brand.

This is also a common problem in the brand awareness of most shoe companies in Guangdong.

Of course, this is not to say that the footwear industry in Guangdong lacks the typical brand operation, but it still has a large gap compared with the footwear industry in Wenzhou.

This is the same among many shoe manufacturers.

Judging from the current situation, Guangdong is at the initial stage of licensing, and Wenzhou is the mature stage of brand operation.

The disproportionate number of famous brands is still a brand concept.

You create a brand, to produce products, to wait, slowly build up products or expand their influence, and their distant road and unforeseen prospects will discourage you.

If you want to run a brand, it is courage to create a product image, not just a product, in the positioning market.

This effect must be different from the former.

At present, Guangdong and Wenzhou are two different modes.

Therefore, Guangdong and Wenzhou, a disproportionate proportion of this well-known brand, and unrealistic brand pain should be a reflection of Guangdong shoe industry.

Brand: Guangdong's footwear industry is still dominated by processing, but this does not mean that it does not have the potential to create its own brand and famous brand.

It has a strong industrial foundation, a large R & D team, a good market connecting the domestic and foreign markets, and different opportunities for shoe industry development. Therefore, Guangdong shoe enterprises are thinking.

In particular, small and medium enterprises, in the treatment of brands, are ready to go, or have acted.

In recent years, the history of shoe brand development in Guangdong shows that Guangdong is not lack of brand, but lack of well-known brand.

Guangdong has a large number of independent brands and many regional brands, but it is lagging behind Wenzhou in its operation.

In the past two years, the footwear industry in Guangdong has launched a new wave of brand building in addition to its original brand.

According to relevant information, at present, there are more than 100 independent brands of shoes in Guangdong. If we add some companies that have just been registered, we will be even more impressive.

However, in terms of brand awareness, it is like a new actor who has just started out.

Reporters learned in the interview that many shoe companies have the idea of licensing, including some stubborn OEM companies, and are also planning to create brands.

Therefore, in the next 5 years, the number of brands in Guangdong's shoes industry will increase exponentially, and the original brands will reach maturity after 5 to 8 years.

At present, the well-known brand system of Guangdong footwear industry is becoming more and more mature, and a ladder shaped regional cluster has been formed.

For example, Dibo Agio, a high-end self owned brand Qisheng shoe factory in Dongguan, although it doesn't sell much, is the first brand of Chinese men's shoes. Its lowest price in the market is over 1500 yuan.

Chch women's shoes, elegant shoes casual shoes and sports shoes and so on, there is still much room for development in the high-end market.

Followed by Guangzhou, Shenzhen's high-end shoes, such as BELLE, Fu Lida and so on.

In addition, Heshan, Zhongshan, Huidong and other places in the low-grade shoes, are in the hot brand operation.

The pain of brand is the prerequisite for the healthy development of Guangdong footwear industry, and the only way to a successful brand.

At present, the footwear industry in Guangdong has a good opportunity to develop its brand, and with its own development advantages, it will not be very difficult to create a brand and create more famous brands. The emergence of many brands and the era of "stars" will not be too far away.

Now that Guangdong can create the world's largest shoe base, it can also create a huge brand kingdom in the near future.

But no matter what, there are still many difficulties in developing brand. The key lies in what kind of concept the shoes managers have, how to locate their brands and how to operate them, to set up your brand, to make your brand ring, so that you will not be ashamed when facing many famous brands.