China'S Footwear Industry Is Heading For High-End &Nbsp, Achieving Brand New Leaps.

August 1st hearing " brand It is the soul of an enterprise and an intangible value beyond the product. " This is shoes and clothing. market An old saying often applies. As a result, trying to occupy the brand value of "smile curve" has undoubtedly become a new topic of current shoe and clothing enterprises. Looking at the international market as a whole, the Chinese market is understandable. It has become the main international consumer market. The international shoe and clothing brand is the first to mark the Chinese market. However, at this time, Chinese shoes and clothing entrepreneurs are deeply aware of the influence of brands on purchasing decisions.

Shanzhai brand, especially in the middle and low end market, has become a force that can not be ignored, mainly in shoes and clothing products. It is undeniable that the brand of shoes and clothing in China starts from imitation, and the brand of Shanzhai is a by-product from the process of making shoes to making shoes and making shoes and garments. There are a large number of middle and low income groups in China, and the protection of intellectual property rights is not big enough, resulting in Shanzhai phenomenon. But China's distinctive brand of national shoes and clothing can still rely on marketing gimmicks and appearance to win, which is effective in the rapidly expanding primary market stage, but when economic development returns to rationality and stability, the benefits and values brought by performance or quality are the cornerstone of brand power.

It is true that with the increase of residents' income and the change of the RMB exchange rate, the price of international shoes and clothing brands will continue to decrease, and it will be more easily accepted by Chinese consumers, and will continue to entrenched themselves in the Chinese consumer market in a variety of ways. This will make Chinese shoes and clothing brands face more severe challenges. Especially in the high-end market, the brand share of the international shoes and clothing brands occupy a dominant position, which means that the consumer groups will not hesitate to consume international brands if conditions permit.

Moreover, the brand consumption of shoes and clothing in China's current market has already formed a multi-layered, multi source brand of shoes and clothing, which can be described as the most chaotic period of competition. It is also a profitable period for the development of Chinese shoes and clothing brands, especially those with strong national characteristics and charm. The future development of the market will tend to be more orderly, mainly as a result of the brand competition between the national shoes and clothing brands and the international shoes and clothing brands.

Some people think that nowadays China has entered the brand era, and the products are highly homogenized. The purchasing power of consumers in the market is dominated by emotional appeals and brand experience. But a careful look at the strength of most Chinese shoes and clothing brands is far from the same level as that of international shoes and clothing brands. In the shoe and clothing brand game, Chinese brands and international brands are not on the same starting line on the basic support of product strength. But in the brand shaping, the fast developing brand of Chinese shoes and clothing is not lagging behind in the competition of "fast marketing and fast brand". It is possible to make full use of the current advantages and transform it into the biggest advantage so as to narrow the gap between the international brand and the brand foundation.

At the same time, we believe in technology. Marketing With the vigorous implementation of various brand channel strategies, such as culture, creativity and so on, China's footwear industry will inevitably go to the "Smiling Curve" brand high-end, and realize the new leap forward development of Chinese shoes and clothing brand under the background of the times.