The End Of Imitation Of Shoe Enterprises

August 29th, throughout history, innovation has been the focus of shoe industry development. In China, many shoe companies are taking the road of imitation, with "cottage products" going deep into people's lives. With the increasing economic competition of footwear brands in recent years, the footwear industry has repeatedly witnessed "great deeds", which fully shows that the independent innovation of the brand can grasp the fate of the whole enterprise.

Since the beginning of this century, China's footwear products have entered the international market with the speed of thunder. However, they have won the market with the advantage of good quality and low price, and the direct factor that causes the products to be inexpensive is the lack of innovation. Domestic shoe enterprises are also aware of the importance of brand innovation, and have moved closer to the brand innovation market. Shoe companies with frequent brand innovation and Luqi banner are numerous in the shoe market nowadays. However, it is not easy to create new brands. As some enterprises are today, it is still a "proud spring horseshoe disease". In the twinkling of an eye, "a river flows to the East", while some shoe companies seem to be "never falling down" by the Great Wall. In a word, innovation is important, but we must pay attention to strategy and not blindly engage in it.

　 By means of books, Internet and interviews with experts, the author sums up what aspects should be taken to strengthen innovation.

1. product quality improvement and innovation

In today's fiercely competitive shoe market, those who are able to do so are inferior. market The law of survival constantly urges the major enterprises to march forward courageously. There is no such brand advantage as Lining and Anta, so we must start with the quality of products. When designing shoes, shoes companies should fully understand the consumer's wearing habits and consumer psychology, understand the market dynamics, break the traditional design concept, and boldly innovate the design. At the same time, from the technological innovation of products, we should enhance core competitiveness and value-added products, and pay more attention to the information feedback from consumers, and constantly improve in order to win the recognition of consumers.

Samsung is an example for many corporate schools in improving product quality. At first, when Samsung entered the electronic field, it was based on the OEM SANYO black-and-white TV. Later, after the electronic business had achieved a certain scale, it began to own its own brand frequently. In the early 90s of last century, Samsung Electronics proposed the "new business" plan, vigorously implemented the Six Sigma management, and the final product quality was recognized by consumers, laying a solid foundation for the future to go out of the imitation innovation.

　 2. from products Imitation Trend mechanism imitation

The key to whether an enterprise can provide sustained and competitive new products lies in whether there is a set of innovative mechanisms that can stand up for inspection. Samsung's success in the last paragraph is entirely due to the innovative mechanism of Samsung. Generally speaking, innovation is inseparable from market demand, and innovation that leaves the market is either an ineffective innovation or an innovation without vitality. Therefore, in order to build a mature mechanism, enterprises must closely cooperate with each other in product research and development, market research and other aspects, and strengthen innovation so as to ensure that R & D products meet the market demand.

3., increase investment in innovation and ensure the operation of innovation system.

Innovation investment mainly refers to the investment of R & D talents, the input of new product R & D funds and the funds for later promotion. The resources invested by the independent innovation brand are huge, which needs sufficient funds in the later stage of the enterprise. Although imitation innovation saves more than independent innovation, the lower input of innovative resources can only be a low-level duplication of construction, which can only exceed the number of other countries in quantity. It is reported that the average level of R & D expenditure in China's footwear industry accounts for 1.23% of sales revenue, which is slightly lower than the world average level of 1.4%. In the developed countries of Europe and the United States, their investment in product R & D is larger and market share is higher. Therefore, it is imperative for imitated innovative enterprises to join independent innovation.

To sum up, shoemaking enterprises should develop Independent innovation Put it in the first place and get rid of the imitation road as soon as possible.

In the domestic shoe industry, there are numerous brands of "copycat" and "high imitation" infringing independent intellectual property rights. Often, after the innovation of product technology or design of a famous brand, a large number of "Shanzhai" products are competing to appear, leading to confusion in the shoe market, and even the original products are inundated in the boundless blue ocean. Of course, from imitation innovation to independent brand innovation is not a day's action. Enterprises, such as R & D personnel, production commissioners and so on, must have enough endurance, confidence, courage and wisdom to meet the social responsibility entrusted to us and open up a new blue ocean in the shoe industry.