Wen Du Shoes Dance With Men'S Shoes &Nbsp; The Rise Of Brand Creation Is Powerful And Forceful.

June 13th 2001,

The boss of Beijing is specially for women's shoes.

In May 13th, Chen Qiqing, general manager of Beijing Leather Technology Co., Ltd., rushed to Wenzhou to look for opportunities to cooperate with Wenzhou women's shoe brands in online shopping.

And 3 years ago, when he was acting as a sports shoe online for a domestic listed company, he even looked down on Wenzhou women's shoes.

Chen Qiqing changed his mind because of the buyback of sports shoe companies.

It is understood that the average monthly sale of sports shoes by leather company is nearly ten thousand pairs, which is recognized by the top executives of sports shoes companies.

At the beginning of the year, the sports shoes company decided to take back the online shopping agent.

This means that the company has to find a new brand of online shopping agents.

In the 4 months of the footwear brand screening process, Chen Qiqing finally eyed a brand name, Zhuo SII Ni, Huang Mei and other brands with high popularity, fashionable shoes and moderate price of Wenzhou women's shoes.

Wenzhou shoe industry once "Yang Sheng Yin declines"

Time returned to 10 years ago.

In September 12, 2001, the China Light Industry Federation and the China Leather Association awarded the honorary title of "China Shoes Capital" in Wenzhou.

This is the first regional industrial brand in Wenzhou. It can be called a mileage card in the history of Wenzhou footwear industry.

At that time, Wenzhou claims to have 5000 shoemaking enterprises, the majority of which are mainly men's shoes.

Some people joke that the gold medal sign of "China Shoes Capital" was almost not related to Wenzhou women's shoes at that time.

The same is true.

Before 2006, Wenzhou was almost the largest of men's shoes: Kangnai, AOKANG, red dragonfly, Dongyi, jilda, spider king, Japanese Thai, Jay Hao, Australian Lun, Fei Lu, Bai Na and so on, the seventy or eighty footwear brands which mainly produce and sell men's shoes are all "loud and sound" all over the country.

At that time, there were very few famous women shoes brands in Wenzhou.

Wenzhou women's shoes "surfaced"

As Long Yongtu, Secretary General of the group of twenty Research Center, said in Wenzhou in March 15th this year, footwear and other manufacturing industries related to people's eating, drinking and Lazarus are always the sunrise industry.

The development of Wenzhou men's shoes cluster has led to the development and extension of the whole footwear industry chain in Wenzhou.

In the process, a group of small and medium-sized shoemaking enterprises fell down in the market competition.

In 2005, now is the giant shoe company of the Wenzhou shoes and Leather Association's women's shoes branch, which first took the lead in the brand development of Wenzhou women's shoes.

At that time, Kangnai, AOKANG, red dragonfly and other local footwear brands, which were famous for men's shoes, had already entered the ranks of the top ten Chinese footwear brands. Wenzhou shoes had opened over 4 stores in various parts of the country.

On the other hand, the brand of BELLE, Daphne and other women's shoes has also been heard in the domestic market.

Only the Wenzhou women's shoes, which mainly use PU leather as raw materials, are still weak, and remain at the low end sales mode based on agent wholesale.

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In 2005, chairman Huang Xiuman of the giant shoe company first proposed the pformation and upgrading of the sales mode, and began to try to make special counters and monopoly.

In the second year, the company opened the first place of Wenzhou women's shoes. The first hired spokesperson to let the famous movie star Jiang Qinqin help to hawk "big day" women's shoes.

Women shoes fill the shoe industry, "cask short board".

The best way for Wenzhou boss is to copy the successful mode.

To a certain extent, the "great day effect" has promoted the overall development of women's shoes industry in Wenzhou.

Since 2006, Wenzhou women's shoes have undergone tremendous changes in brand building, sales channel construction, R & D and design.

There are nearly 30 brands such as gigantic, famous, Zhuo Sany, special, gormet, kraft, sewing bird and so on. They employ Michele Lee, Ting Mei, Cecilia Cheung, Chen Hao, Li Bingbing, Fan Bingbing, Carman Lee and other famous actress.

For a time, many women stars "have a pair of Wenzhou shoes on their feet".

While expanding brand awareness, women's shoes, such as giant days, Zhuo Shi Ni and famous classics, are beginning to move towards franchised monopoly.

So far, Wenzhou women's shoes have opened more than 10 thousand stores in the country.

On the other hand, Wenzhou shoe enterprises, which mainly produce women's shoes, such as "Ju Yi" and "Jin Di", have won the top list of footwear export list of Zhejiang Province in recent years.

Among them, the giant group has made OEM for the international brand ZARA, and the golden shoe group has exported about 20 million pairs of shoes in 2010, which is praised by people in Wenzhou shoe industry.

In sharp contrast, the seventy or eighty Wenzhou men's shoes brands that are famous in China are now more than ten brands, such as AOKANG, red dragonfly, Kangnai, spider king and Yi Kang, and so on. Many of them have gone down in the market competition.

Xie Rongfang, executive chairman and Secretary General of the shoe leather association, believes that in less than 10 years, Wenzhou women's shoes have gradually surpassed the trend of men's shoes in the dance with Wenzhou men's shoes and in the fierce market competition. They have made up the "wooden barrel short board" of Wenzhou's footwear industry and have been able to go further.

According to Xie Rongfang, in 2009, the city's 2633 shoe-making enterprises had an annual output value of 70 billion yuan, of which more than 300 women's shoes enterprises had an annual output value of 26 billion yuan; in 2010, the city's 3035 shoe making enterprises had an annual output value of 78 billion yuan, of which more than 300 women's shoes enterprises had an annual output value of more than 30 billion yuan.

Dialogue

Wenzhou footwear industry will welcome four opportunities

Reporter: what opportunities will Wenzhou footwear industry take during the "12th Five-Year" period?

Xie Rongfang, executive director and Secretary General of Wenzhou Shoe Leather Association: first of all, in March this year, the China Light Industry Import and Export Chamber of Commerce awarded Wenzhou "China's footwear export base", and the EU's anti-dumping on Chinese leather shoes has made Wenzhou shoes export more promising.

At present, Wenzhou is declaring the "national level foreign trade pformation and upgrading demonstration base" for the footwear industry.

Secondly, Wenzhou shoe enterprises are working with Lok tau and Taobao websites to open up new channels for online shopping, and build e-commerce into a new business platform for Wenzhou footwear industry, and expand the domestic and foreign markets.

Third, Wenzhou women's shoes are rising rapidly and pay more attention to branding in China.

Fourth, although Chengdu is "the capital of women's shoes in China", Wenzhou women's shoes enterprises have surpassed Chengdu in terms of development, design, marketing and entrepreneurs' integrity.

Reporter: what are the shortcomings of Wenzhou women's shoes enterprises?

Wu Xianyi (Chairman of nature Footwear Company): first of all, Wenzhou women's shoes enterprises have strong brand awareness, but the brand personalization is poor. At present, the personality, taste and characteristics of each woman's shoes are not obvious. This is like making GUCCI like PRADA.

Secondly, the industry chain advantage of Wenzhou footwear industry is also a disadvantage. Raw materials are more identical, resulting in similar products, which requires the whole industry to upgrade.

A better humanistic environment is particularly important.