Exploring The Upgrading Of China'S Leather Shoes Industry From The Perspective Of International Brands

China's economic pformation and upgrading is imminent. Tradition

　　皮鞋從國外舶入中國不過百年，皮鞋品牌倘若要與歷史悠久的百年奢侈品牌相比，無疑在歷史傳承、工藝積累、品牌聲譽方面都存在著不可逾越的時間差距，但由于皮鞋的材質和適用場所(晚宴等)，皮鞋品牌還是有誕生高端品牌甚至奢侈品牌的可能，但中國皮鞋品牌一直受限于自己短暫的品牌歷史、粗陋的工藝、技術、材質以及品質、以及抄襲跟風的設計，但是不是我們中國鞋品牌時間短就做不了高端品牌呢?筆者認為不一定，筆者在此想以意大利品牌D&G為例進行介紹，與意大利歷史悠久的百年奢侈品牌相比，成立于1985年的意大利著名品牌Dolce&Gabbana無疑是一個歷史很年輕的品牌，其副線品牌D&G則創立于1995年，歷史更為短暫，但這并不妨礙Dolce&Gabbana被新富裕人群視為奢侈品牌，并被明星名媛們穿戴炫耀于各種社交場合，其品牌地位可以說在近二十年來是一直扶

Shake up on the same old brand of luxury.

The success of the brand brings fame and wealth. In 2009, Dolce&Gabbana group's operating income was 1 billion 590 million euros (equivalent to 2 billion 184 million dollars), the profit reached 105 million 700 thousand euros, the total number of stores in the world was 308, the number of employees was 3705, and in 1995 its business income was only 180 million dollars. When 1985 was founded, it was a zero starting point. So why can Dolce&Gabbana group achieve such a rapid growth?

The main reasons for the success and growth of the company are as follows:

(1) emphasize original design and craft quality, differentiate from competitive brand.

First of all, Dolce&Gabbana, as a designer brand, is not as elegant and centuries old as other Western luxury brands. Its emphasis is on originality and unique positioning (compared with many old brands in Italy). The founders refused to comply with the requirements of large garment factories at the beginning of their business, insisted on making their own samples and products, kept their original design meaning and technological quality, and established a reputation with their distinctive design features. They won success in Milan fashion show and New York fashion show, and 2011 Milan spring and summer fashion week was exhibited on the same day with Prada and Fendi.

(two) seize emerging markets (Asia) and key markets (Milan and New York) and rely on brand, category, geographic expansion and expansion to drive sales growth.

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At the early stage of development, Dolce&Gabbana group mainly relied on category authorization to gain revenue quickly and expand in emerging markets in Asia (Japan, Hongkong, Singapore, Korea and Taiwan). These emerging markets are more receptive to new brands because of their lack of language and cultural constraints on high-end luxury brands, as compared with those in the European market. However, the establishment of image stores and flagship stores in the central areas of Milan, Tokyo and New York has great radiation effects.

The rapid growth power of Dolce&Gabbana group's business revenue is mainly due to the continuous increase of multi brand, multi category and multi series, and the continuous increase of sales area and business area. For example, all kinds of products from women's clothing, men's clothing to children's wear, jeans, leather goods, underwear, swimwear, perfume, jewelry, clocks and glasses are constantly increasing. New brands from front-line brand Dolce&Gabbana to second-line brand D&G increase, from Europe to Asia World sales area expansion, terminal store image upgrade and business area enlargement.

(three) marketing seize the high-end, high-end and high-end events.

In terms of brand marketing, D&G was recognized by Hollywood stars, entered the New York fashion week and opened shop in the most prosperous area of New York, and constantly upgraded its image. The world's top stars such as Madonna (Madonna), DemiMoore (DAI) Mi Moore, NicoleKidman (Niicole Kidman), MonicaBellucci (Monica Bellucci), KylieMinogue (Kelly Milo), VictoriaBeckham (Vitoria Beckham), AngelinaJolie (Anngelina Jolie) and so on all favored their costumes, and some of them became their annual advertising spokesmen.

In addition, D&G actively involved in all kinds of major fashion sports events, and invited Italy Milan AC football team, Italy national swimming team and so on to shoot D&G advertising, and often carry out photography exhibitions and other art exhibitions.

In recent years, Dolce&Gabbana has been keen on cross-border marketing, from clothing design to architecture and furniture, and also has a special liking for industrial design. For example, since 2004, when Citroen launched the C3Berlina and C3Pluriel cars jointly with Citroen, Motorola and Motorola have launched the gold and silver version of luxury mobile phones. In 2010, they jointly launched the first cooperative brand beverage with the Bacardi Ltd (Bacardi) Martini vermouth. They also opened the Martini concept designer bar in Milan and Shanghai. Dolce&Gabbana went through different industries so that irrelevant elements interpenetrated and fused with each other, giving the brand a sense of three-dimensional and deep feeling, giving customers a completely new complementary and penetrating user experience.

The world financial crisis in the past two years has had an impact on many Western brands. The Dolce&Gabbana group has also been greatly affected. Its important Japanese market has begun to shrink, but luckily, the rapid growth of China's emerging markets has been able to make up for it. At the same time, the online sale of luxury goods online has begun to break through the whole world. Therefore, Dolce&Gabbana's online stores selling to 31 countries and regions in the world have begun to operate and become an important supplement to their channels. The old revolution also has to face new problems. Brand preservation and growth is an eternal topic.

The Chinese chasing the moon and catching up with the moon for thirty years has surpassed the Western hundred years of economic growth stage, and already has a number of famous enterprises and brands that can be challenged by the European and American enterprises. After nearly thirty years of development and fierce competition, China's local leather shoes enterprises have begun to seek greater development. At the same time, the problems of raw materials, labor, rent and energy, such as the rising cost of raw materials, artificial labor, rent and energy, and the rapidly changing reality of the consumer market, are still faced with in the dream and predicament. How to maintain growth and achieve brand upswing is an enterprise strategic issue constantly explored. Perhaps the growth and success of Dolce&Gabbana can provide some inspiration for Chinese brands.