China'S Footwear Industry Has Not Yet Formed A Mature Fashion Industry.

Chinese Footwear industry No mature fashion industry has yet been formed, and the bargaining power is far from western. fashion Compared with developed countries. Someone once sharply asserted:

"China has no fashion industry, only manufacturing industry. The core of fashion is design, and we do not even have access to the core from its core. We can only play a trick on them, cocktail. So we can digest foreign information only two times. There are also ignorant and bold people who dare to make comments, but basically they are shit. "

For China's shoe industry, the reason is the present situation. On the one hand, it is because of historical reasons that Chinese fashion concept is far behind western developed countries, even later than Japan and Korea. Although the formation of Chinese fashion concept is relatively late, there is no shortage of fashion industry in China's history. China is even the world's first luxury country, not to mention the popularity of silk from the Western Han Dynasty all over the world. In the Wei and Jin Dynasties, the clothing of the aristocratic men and women was imitated by the royal family of Japan. It was far from being influenced by our royal family. It is also a dream of Red Mansions. The products of Siam (Thailand) and Europe were also despised by China's rich family. The eight countries invaded China and looked at the wealth of China. The the Summer Palace, known as the garden of Wan Yuan, has collected all the treasures of the world, and a faucet is priceless. It can be seen that China is not only the first luxury country, but also a big fashion country.

The essence of footwear industry is fashion. The concept of fashion in Chinese mind will become clearer with the progress of the times. For China's shoe and clothing industry, from the development path of manufacturing to fashion industry, Mr. Li Guangdou thinks that we should start from the following five aspects:

　 First, brand Be younger

Brand must always maintain communication with young consumers. 50% Lining, the consumer's 35-40 year old brand, carried out a campaign last year, replacing the brand LOGO, changing the advertising language to "MakeTheChange" (let the change take place) with a comprehensive appearance of the image of Lining after 90, focusing on the new generation of design and fashion, and confronting Nike, Adidas and other international brands. This change is an important step in Lining's comprehensive internationalization strategy in 2014 -2018. Wenzhou shoe brands are also constantly promoting new products to seize the younger market, and AOKANG business men's shoes brands continue to produce products that are in line with fashion trends.

Two, become attached to art.

Not only is the enterprise, but the entrepreneur himself should change from "factory owner" to "artist". Entrepreneurs should have an artistic aesthetic vision. The founders of famous shoes and clothing brands in foreign countries are mostly the original designers of the brand. They design shoes and clothes to express their own ideas and ideas in person. From this level, they are actually artists.

Three, fashion topics

Fashion has always been closely related to stars. The fashion boss of Beijing International Fashion Week asked me how to become a fashion brand. I laughed and hurried to marry a female star. Hongkong people Xing Liyuan is a clothing manufacturer, acting Esprit brand. Since he married Brigitte Lin, he has thrived and sold all over the world. Because there is no need for spokesmen anymore. Brigitte Lin is the spokesman. She appeared in public for many times in Esprit, making a free reality show for Esprit.

Four, marketing is king.

This is an era of speed determining success or failure. It is an era of information explosion. Traditional marketing methods can no longer solve sales problems as quickly and effectively as before. New media has become a new marketing star. Micro-blog, SNS, group buying, e - Commerce... And other network marketing tools will become the focus of the future. More and more shoe makers in Wenzhou are increasingly aware of the urgency of multi-channel efforts. From the Taobao mall, the brand shoe manufacturers of self built B2C have begun to emerge in the multi-channel strategy of e-commerce, and the market appeal of Internet marketing channels can not be underestimated.

Five. Learn to tell stories.

Cartier said he was "the jeweller's emperor, the emperor's jeweler". Tiffany asked Audrey Hepburn to make a breakfast of Tiffany, and LV's advertisements were all about travel. Beijing Pangu Grand View (originally called Morgan Center), located near the bird nest and water cube, was almost demolished because of its lack of features. In order to preserve the buildings, the building was redesigned, and a soaring dragon stood proudly, and attracted much attention during the Olympic Games. This is precisely because it implied the legend of the Chinese dragon. The subsequent sales also conducted a low cost marketing by means of story marketing, and published a "Gates to Beijing Olympic Games, where they will spend the night" on the Internet. This has aroused great concern, and the expectation of Bill Gates's neighbors has made the house run away and the power of story marketing can be seen.