The Brand Of Guangzhou Shoes Is Not Unique But Brand Crisis.

On July 25th, Guangzhou, Wenzhou, Quanzhou and Chengdu were defined by the industry as the main force of China's footwear industry.

Wenzhou

Before that, maybe all the shoe companies in Guangzhou were immersed in the endless orders, and a large number of foreigners' orders were thrown over, so everyone did their job to do the OEM for foreigners.

However, with the outbreak of the financial crisis in 2008, the reduction of foreign trade orders led to the collapse of some small and medium-sized shoe enterprises.

The profits of the enterprises that have been maintained are also compressed.

The disaster has not ended, labor costs continue to rise, raw material prices are also rising, small and medium enterprises shoe enterprises become difficult.

Since the road of "foundry" is no longer easy to go, why not choose to create a brand on its own initiative? It is not easy to say that "ten years of grinding a sword and creating a brand in the past century" can be seen clearly.

Brand is not like foundry, low threshold, less investment, fast output and large profit.

The production and processing of people do not require brand promotion fees, nor do they need laborious marketing promotion. "Happy to take orders, engage in processing, save energy, save money", Guangzhou small and medium shoe enterprises have long been accustomed to such a way of making money.

It is precisely because the money of the OEM is too easy to make money that no one has ever thought of creating a brand himself.

He Guiling, President of the footwear manufacturers association of Guangdong Province, said: "Guangdong shoe factory makes money too easily, and the foreign orders can not be done, and where can we develop our brand"? It was born to worry and died in peace and comfort, to describe Guangzhou's small and medium-sized shoe enterprises.

In fact, this is the general nature of people, believing that the same situation will happen again, and there are still people who are willing to make big money with "lifting hands".

In order to achieve the "long-term stability" of Guangzhou shoe exports, enterprises should focus on improving the added value of brands.

At the same time, enterprises should control the number of leather shoes exported to the EU, extend the export period, and raise their appetite. When the order is large, the shoe companies should choose to do so, and they can not collect the whole product.

Only by improving the quality of their products can enterprises increase the added value of the brand so as to achieve steady growth in export volume and export prices.

We must not be willing to be a foundry. We must not lose our brand awareness. Otherwise, the way of shoemaking in Guangzhou will not go far.