Ten Years Of Shoe Bag Changes: China'S Ten Largest Shoe Bag Incident

Footwear output exceeded 10 billion

Double 2006 Chinese system

At present, Chinese shoemaking enterprises, like many manufacturing enterprises in China, are faced with the pformation from "made in China" to "created in China".

Beijing Olympic Games: sports brand marketing

Adidas has been sponsoring the Olympic Games for nearly 80 years. The sporting goods manufacturer who has a long history and unique sense of Olympic marketing has spent 1 billion 300 million yuan on the 2008 Olympic Games in Beijing to shake off its competitors in China's most important market in the world and become the first sports brand in the Chinese market.

Other sports brands are also reluctant to fend off the Olympic Games. They rush to eat the Olympic cake and participate in Olympic marketing through sponsoring different national teams and other ways.

Lining curve Olympic marketing is considered a successful marketing by the industry.

At the opening ceremony of the Olympic Games, Lining was the torchbearer, and in 2007~2008 years Lining signed the advertising cooperation of the fifth CCTV programs. Before the Olympic opening ceremony, nearly 50% thought Lining was the main sponsor of the Olympic Games.

The Olympic Games, as a global activity with a long history and tremendous impact, is undoubtedly a great opportunity for many enterprises to go to sea and enhance their brand by boat.

At the same time, as a global sporting event, it carries the challenge of human beings to the limits of life and the dream of self breaking.

This cultural connotation is exactly the brand appeal of many sports shoes and clothing enterprises. The 2008 Beijing Olympic Games has become one of the most popular marketing topics at home and abroad.

361 degree sponsorship of the Asian Games

On the morning of October 12, 2010, the launching ceremony of the torch relay and torch relay of the 2010 Asian Games in Guangzhou was held in Tiantan, Beijing, accompanied by the firing of the first "Torch" torch. The Asian Games senior partner and the Asian Olympic Council global official sponsor 361 degrees set off the bugle call for the Asian Games brand war. The 361 degree brand slogan "more than one Asian love" runs through the marketing system, making the 361 degree highly associated with the Guangzhou Asian Games, forming the first place of the brand, and fundamentally ensuring the marketing effect.

Through systematic operations, 361 degree became the most frequent brand in Guangzhou Asian Games, which greatly enhanced brand exposure and brand reputation, and laid a solid foundation for its comprehensive entry into the international market in the Post Asian Games era.

Large scale sports events have always been a must for brand marketing.

At the Asian Games in Guangzhou, 361 degrees successfully became the first Chinese sports brand to sign the top Asian partner of the Asian Games, displaying the image of Chinese sports brand in all directions in Asia.

At the same time, the 361 degree provides valuable experience for sports marketing of Chinese sports brand through actual combat practice.

Emergence of sports brands

Lining, China's trend and Hongxing Erke's successful listing deepened the listing impulse for the latecomers.

The earliest sports brand in China was Lining, the industry leader. As early as June 2004, Lining was successfully listed on the stock exchange of Hongkong, and the amount of money raised by Lining was up to HK $440 million.

However, the listing of Lining did not make much impact in China. After a few years, other private enterprise brand enterprises still focused on the expansion of production scale and the expansion of sales channels until the listing of Anta in July 2007.

In July 10, 2007, Anta closed at HK $7.50 on the first day of the Hongkong stock exchange, rising by more than 40% compared with the issuing price of HK $5.28.

Anta raised HK $3 billion 168 million in the main board market of Hongkong, setting the highest record of Chinese local sports brands raising money in overseas capital market. Compared with the fundraising amount of Lining listed in 2004, Anta's scale of raising funds is 7 times that of Lining.

The number of HK $about 3000000000, the number of Anta I P O, surprised other competitors, especially the sports shoes enterprises in Jinjiang, Fujian.

"For many companies in Jinjiang, listing is only a matter of course."

Insiders said Mr. Fang said that the reason why Jinjiang had a "shortage of listed companies" in recent years was mainly due to the fact that business owners did not understand and had conflicting feelings about the listing. "But in the past two years, with the support and promotion of the municipal government, the listed companies in Jinjiang have been very active in listing."

Acquisition of foreign brands

The news of BELLE group's acquisition of children's clothing brand H e l l o K i t t y (Hello Kitty) and D y Disney (L) has caused great waves in the industry. The eyes of Chinese private enterprises are once again attracted to the word "mergers and acquisitions".

Statistics from authoritative international organizations show that in 2010, the total amount of global M & A pactions reached US $2 trillion and 270 billion, of which China accounted for 8% of the global share market, and the amount of mergers and acquisitions rose to US $23 billion, becoming the second largest M & a country after the United States.

Anta announced in the HKEx announcement that its wholly-owned Affiliated Companies's original force will spend 357 million 700 thousand yuan and HK $50 million respectively to acquire F u l l P r o s p e c e held by BELLE international.

As a result, Anta became the owner of F I L A, the first sports brand enterprise to acquire international brands in Quanzhou sports brand.

Anta, which has acquired Fila, is currently interested in purchasing overseas brand sports shoes.

The president and C E O Lin Shui pan, a listed company in the US, also said that the company was discussing acquisitions or cooperation with some foreign brands after its listing.

Lin Shui pan, who is about to buy overseas brands, will only focus on those world famous brands that can be pformed by the company for Chinese consumers.

It is understood that at present, the American Playboy and the American Disney movement, the French crocodile, the Italy kangaroo, the British Saint Valentine and the hoodlum rabbit, Altman series and other cartoon image brands have been authorized to produce or sell the shoes by Quanzhou shoe enterprises, involving nearly 20 brands in Europe and America.

The industry has suggested that the right to operate overseas brands in Greater China can be used as a pitional form for acquiring international brands.

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Marching into overseas markets

Kangnai Group Co., Ltd., one of the leading enterprises in China's footwear industry, is a non regional enterprise group approved by the State Administration for Industry and commerce.

The company's main middle and high grade Kangnai brand shoes, including leather goods, clothing, underwear and other fields, has set up more than 2500 stores in the whole country, and its products are exported to more than 30 countries and regions, such as Europe, America, Southeast Asia and so on.

Since 2001, Kangnai has opened more than 100 Kangnai shoe stores in Paris, New York, Rome, Prato, Milan, Naples and Barcelona. It has become the first international market brand in China's leather shoes industry.

In March 2011, Zhang Tieliu, President of the Guangdong chamber of Commerce of the United States and China, said that the Guangdong chamber of Commerce of the United States and China is building the Losangeles China shoes and bags Exhibition Trade City, hoping to unite Chinese and American entrepreneurs and friendly people from all walks of life to jointly promote the development of enterprises in the United States and China and expand economic and technological cooperation.

With the further development of China's footwear industry, the pace of China's shoe brand going overseas will further accelerate.

EU anti-dumping

Since October 2006, the EU has imposed anti-dumping duties on leather shoes imported from China, with a maximum tax rate of 16.5%.

3 years later, the European Union decided to extend the measure for 15 months until March 31, 2011.

According to a survey, from 2006 to the end of 2010, EU anti-dumping led to a 20% decline in sales of leather shoes exported to Europe.

The EU's anti-dumping case against leather shoes in China, which lasted for 5 years, ended in March 31, 2011, but this does not mean that the door to the international market has completely opened up to our shoemaking enterprises since then.

From the experience of China's leather shoes products entering the international market over the past 10 years, we will always be influenced by the market threshold of one or another. China's leather shoes products have always been the targets of opponents' attack.

After the cancellation of anti-dumping duties, the Chinese footwear industry will remain stable and healthy in the international market in the future, and there is still a long way to go.

People in the industry say that Chinese shoe enterprises are facing export bottlenecks. The deeper reason is that "made in China" has entered the era of high cost. This is a more profound survival crisis than trade friction.

Shoe bag e-commerce market rising

China's e-commerce marketing network shows that over the past five years, with the improvement of Internet penetration rate in China, the development of e-commerce has taken wings, and the volume of pactions has increased by 28% annually. In 2010, the total volume of e-commerce pactions in China exceeded 4 trillion and 500 billion yuan, of which B2C amounted to nearly 500 billion yuan, accounting for 3% of the total retail sales of social consumer goods in that year.

In 2010, the number of online shopping in China reached 185 million.

By June this year, the number of Internet users in China has reached 500 million, and the number and amount of online shopping will continue to grow as the number of Internet users grows.

With the development of e-commerce websites such as Le Tao, hi le and so on, the three giants of Baidu, Tencent and Alibaba have been eyeing the electronic business affairs station of footwear. They want to play a decisive role in the field of footwear B2C.

At the end of May this year, Tencent invested $50 million in the footwear B2C, the biggest website of the footwear industry. In addition, Tencent also invested in the mobile phone shopping industry, including the buying and selling group, the group buying site F group, and a diamond B2C company. Following that, Baidu invested $50 million in the vertical B2C Le net for footwear.

BELLE spent 2 billion yuan to build a superior purchase network.

The smoke war in the shoe online shopping market has just been unveiled.

Brand emergence

China's shoe brand has sprung up in the past 10 years.

BELLE, Saturday, AOKANG, Kangnai, Paul Lande, Wanlima, and sports brand in Fujian...

These shoe brands, relying on their strengths and strengths, have gradually taken a firm foothold in the shoe market, occupied a part of the market share, and owned a group of loyal consumer groups.

At present, China's footwear brand has been far ahead of the luggage brand. The industry has said that footwear brands will still be ahead of the luggage brand in a long time to come, but this gap will gradually shrink.

This is because the shoe brand has developed to a certain extent, the market has become saturated, and bags have a large market space.

In particular, with the improvement of people's living standard, the consumption demand for bags is becoming more and more diverse, which provides unlimited business opportunities for the future development of the luggage market.

According to the insiders, China has not really owned its own world brand at present. This is mainly related to the relatively young and deep brand culture of Chinese enterprises. Although some domestic brands are close to or reaching the advanced level in foreign countries, they lack the cultural connotations of the top brands in the world, and the formation of these cultural connotations needs a long time.

Russia's grey customs clearance Chinese shoe dealers suffer heavy losses

On June 29, 2009, Ye J G Heye J, head of the eastern administrative region of Moscow, announced that the big container market of Cheel Guizo J J Ki was temporarily closed from that day.

The fate of the $2 billion seized Chinese goods and the Chinese businessmen who make a living in the market has again attracted attention, most of which are shoe brand.

Ye J G Heye J said that the authorities recently received a large number of complaints from the Russian consumer protection and public welfare Supervision Bureau on the violation of health regulations in the market, so ordered the temporary closure of the market.

The insiders confirmed that most of the seized commodities were Chinese commodities that were "gray customs clearance", affecting about 30 thousand Chinese businessmen in Russia.

The Cheel Guizo J J Ki market, located in the eastern part of Moscow, was formed in the early 90s of last century. It is Moscow's largest wholesale market for clothing, shoes and hats and other commodities. It also radiates Russia and the periphery countries of the Commonwealth of Independent States.

The main business of making a living here is mainly Chinese, Vietnamese and Central Asian people.

In recent years, Chinese businessmen have suffered several times in Russia.

In February 2004, the investigation committee of the Russian Ministry of the interior investigated the "Amy pull" market near the great Ring Road in the southern part of Moscow. Two days later, under the pressure of the heavily armed police, the government seized tens of millions of dollars in goods from Chinese businessmen.

In July 2005, a large number of Russian police went to the "39 warehouse" in central Moscow to seize Chinese shoes.

The total value is nearly tens of millions of dollars, most of which are Wenzhou shoes.

After many efforts, the Russian side agreed that the Chinese businessman would pay a fine of 120 thousand dollars to redeem the goods the next day.

In October 2008, Russia conducted a surprise inspection of the market in Moscow, and seized the commodities, such as shoes, clothing, socks, and other daily necessities in Chinese warehouses. The value of the goods was about US $2 billion 100 million.

Grey customs clearance is a heavy loss to China's shoe brand, and some companies even take years of savings into it.

Russia has made several difficulties in recent years, and the Chinatown model is hard to form in Russia.