Chinese Shoe Brands Force High-End Image

The fourth China International Footwear Expo, which has just concluded, has become the base of overseas exhibition groups.

This shoe Fair attracted representatives from shoe industry in Italy, Spain, Portugal, France and Brazil. They not only brought excellent footwear technology and trend to China's footwear industry, but also talked with Chinese shoe industry representatives about "fashion retailing".

When the famous shoe brands in Europe and the world are ready to go into China, China's shoe manufacturers invariably set up the high-end brand image as the primary goal to change the embarrassment of "low end" of Chinese shoes.

The fourth China International Footwear exposition, which has just been concluded by the overseas shoe companies, is the largest trading platform of the global footwear industry in Asia with the theme of "walking into China and heading for the world". Powerful overseas exhibition groups and overseas buyers have become the biggest bright spot. More than 50% of overseas exhibition groups have brought people into the exhibition hall to truly feel the atmosphere of the international exhibition.

Italy footwear manufacturers, represented by high-end brands, have been exhibiting for the fourth time. The huge exhibition area of more than 2000 square meters is enough to explain the attraction of Chinese market to Italy footwear industry.

This time, they not only brought the ancient Italy shoes culture, but also brought flexible and diverse ways of cooperation.

Italians want to rely on the platform of China International Footwear Expo to give Italy shoes famous for their quality to the Chinese. For Italy shoe dealers, looking for an excellent domestic agent is another important purpose for them to participate in the exhibition, which is also the beginning of their entry into the Chinese market.

According to the latest data from China Leather Association, the export value of China's leather industry and footwear commodities reached US $20 billion 700 million in 2007, an increase of 14% over the same period last year, an increase of two percentage points over the same period last year, and the import value of US $4 billion 100 million, an increase of 12% over the same period last year, an increase of 5 percentage points over the same period of last year. 1-6.

This set of figures is enough to illustrate the importance of China's shoe market to overseas shoe companies.

The international brand is so popular with China, no doubt because China is the largest export country of the footwear industry, and China has also become one of the most powerful countries in luxury consumption.

Local brands are taking the international route. The famous brand shoe enterprises represented by BELLE, AOKANG and Kangnai have become a highlight of this exhibition.

This year, the successful listing of "BELLE" in Hongkong has sounded the international horn of capitalization operation. "Sinta" has pioneered the form of two-way OEM, and has been issuing international orders with Italy footwear enterprises. AOKANG has directly built the Industrial Park overseas.

These advanced representatives of China's local brands have set a good example for more local shoe companies in China.

Over the years, the impression of Chinese shoes has always been the representative of the "low end" market, and this low price and low price route often results in restrictions on trade barriers such as anti-dumping litigation, quota restrictions, and even the embarrassing situation of "no profits in the market".

According to the EU market situation, the low end market accounts for about 60% of the total sales volume, the middle end market is about 35%, and the high-end market is about 5%.

The low-end market is thankless, and the high-end market is almost inaccessible in a short time.

Therefore, the key to winning the European market is the occupation of the middle end market.

MassimoDonda, chairman of Italy footwear retailers Association, said in an interview with reporters: "the key to occupy the mid end market lies in the brand of shoes.

Although there are many strong shoe enterprises in China, there are no famous brands in the international market, and the degree of homogenization of products is high. As long as there is one price cut, others will have to follow the price reduction and the profit is very low.

But after the establishment of brand, shoe companies can control their prices themselves, even if the price is higher, they can still attract consumers to buy your products.

The fact that domestic brands compete for international brands and stand firmly in the international market does not mean abandoning the domestic market.

At present, most of the local enterprises who occupy a large part of the market share in China are expanding their market share by acting as an internationally famous brand.

This is not only favored by department stores, but also loved by domestic consumers, and a new consumption trend has been formed. The successful cooperation between AOKANG and GEOX has become a model.

Another typical representative is BELLE. Through its mature and perfect sales channel, many foreign brands have been represented, such as Adidas and its classic series clover, Nike, Staccato, TATA and so on.

For most of the enterprises in the country, the ability to represent more brands means that there will be more opportunities for making money.

Milian, a well-known brand of domestic shoes, which has focused on the market of middle-aged and old women for many years, Mileno has recently launched a brand new brand MILENOLADIES for young women. The new brand shoes development concept comes from Europe, combines European style with the Chinese foot style features, and combines the most popular fashion elements with the combination of fashion and utility, beauty and comfort, and provides a healthy, comfortable and fashionable choice for young people.

At present, "Milian Nuo" not only spread throughout the domestic cities, but also extended to Australia, Britain, Ireland and other countries.