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Footwear Industry: Domestic Market Growth Is Strong &Nbsp; Can Be Appropriately Priced To Digest Cost Pressures.

2011/12/13 8:42:00 17

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Domestic Export Market Footwear Industry

external

market

Relatively weak, but in recent years, domestic sales are booming.

According to statistics, the total sales of footwear in China in 2010 amounted to 27-30 billion pairs, exceeding the level of two pairs of shoes per person per year, accounting for about 15% of the world's footwear consumption market, ranking second.

Italy is the world's high-end shoe manufacturing center.

Massimo Donda said that the strong growth in the Chinese market shows the great potential of the market, and many famous international companies in Italy.

brand

In the future, we will focus on developing the Chinese market.

As one of Dongguan's three "advanced enterprises of industrial structure adjustment and pformation and upgrading", Dongguan Qisheng

footwear industry

The limited company's experience in developing domestic market is worth learning from. They made 1800 yuan from OEM to a pair of shoes, and successfully entered the domestic shoe market.

Yin Jiqi, the head of the company, told reporters that as early as 1997, he ended the original foundry factory and set up a new factory for domestic sales.

It was hard at the beginning, but the company invested a lot of money in research and development, and was able to endure loneliness.

In 2008, the Beijing Olympic Organizing Committee issued the order of 2000 pairs of leather shoes for Qisheng shoe industry, which greatly enhanced the brand awareness of the company.

In the same year, the financial crisis caused many export foundry shoe factories to go bankrupt.

Yin Jiqi told reporters that he was lucky to have taken a step ahead of schedule.

It is understood that at present, Qi Sheng has more than 100 professional development and design personnel, each year the development of new shoes up to 3000.

From 2002 to 2010, Qisheng sold only 60 pairs of shoes from one month to more than 10 thousand pairs, and opened more than 180 stores in 1/3 or more provincial capitals and first tier cities nationwide.

Because of the pricing power in the domestic market, we can digest the cost of the increase by raising the price. Now, the unit price of some basic shoes has risen from 1500 yuan to 1800 yuan.

Qisheng's success is not an isolated case.

Even if the overall industry is not very prosperous, Huajian's profit is still 2-3 percentage points higher than its peers.

Zhang Huarong, chairman of Huajian shoes industry, also told reporters that it is to extend the industrial chain and expand the domestic market to help it stand firm.

It is understood that in 2005, Huajian began to adjust its market strategy, and gradually expanded from a single international brand subcontract to a brand OEM and its own brand management.

Huajian has invested more than 4000 yuan, introducing the "Jackie Chan" brand, acquiring the brand of "Carver" and creating its own "COLCO" brand. It has opened more than 200 stores in Beijing, Shanghai, Shenyang and Guangzhou.

Su Chaoying pointed out that "12th Five-Year" will be the best opportunity for the development of China's footwear industry. Especially in the domestic market, enterprises should seize the opportunity and vigorously explore.