Chengdu Brand Shoes Enter Luxury Store Design And Development

In December 16th, the simi brand shoes of Chengdu AI min leather products Co., Ltd., placed on the counter of Renheng land Plaza, became the first local brand in Sichuan province to enter Chengdu luxury stores.

Peng Jun, chairman of western shoes industry operation company, introduced the OEM of foreign trade shoe enterprises. product Profit is only 12%; through its own channels. Sale The profits of independent brands are much higher. From "incognito" to OEM and competing with internationally famous brands, Chengdu Women's Shoes It is moving towards the top end of the "smile curve".

Attack with Chinese style and successfully enter high-end stores

The famous designer team of France, Canada and Italy built and produced 2000 pairs of handmade products a year. The brand of simi, which is stationed in Ren Heng, is the high-end brand of AI min.

At present, the average export price of each pair of shoes in Sichuan is 5 US dollars, but the high-end brand shoes sell to 400 euro in Europe. Even so, it takes more than a year to enter the high-end luxury goods store.

Located in fashion, high-end and international Renyan land, at present, LV, Prada and many other well-known international high-end brands. Misplaced competition with internationally famous brands, AI min attacked with the creativity of Chinese style.

Huang Zhongxing, general manager of Chengdu Renren Real Estate Co., Ltd., said: "the national elements and creative style of the brand are the important reasons for the brand to attract us. At the same time, Yan Heng also wants to use more local brands to realize the diversification of high-end brands.

But this does not mean that the threshold of domestic independent brand products will be reduced.

Huang Zhongxing introduces, Yan Heng has a set of strict consideration system to the stationed brand, value product design, texture, brand influence and market vitality of the product. "If brand positioning is compatible with us, market guidance is strong, market competition and comprehensive strength are strong, we are all very welcome."

Strengthen design research and development and move towards high-end industry

At present, there are more than 1000 foreign shoe enterprises in the whole province, and the enterprises that sell independent brands do not exceed 10%. "At present, many entrepreneurs have realized that they need to create and operate their own brands. However, once an enterprise is positioned to build its own brand enterprise, it will face long-term investment. Li Ying, Secretary General of Sichuan footwear import and Export Chamber of Commerce, believes that highlighting creativity is a magic weapon for improving brand recognition.

Chengdu new billion shoe industry has been operating its own brand, Asian American Nina for 10 years, but at present, only 20% of its capacity can produce its own brand, and the remaining 80% is still in OEM. Liu Dejian, chairman of the board, said: "brand cultivation is a long process. We hope to find more design inspiration through the well-known brands of foundry."

As one of the best women's shoes brands in Sichuan Province, the brand has already opened more than 400 brand counters and stores in more than 20 provinces and cities in China. Liu Ying, assistant director of the board, said that as early as 2005, the company moved its brand headquarters to Guangzhou, and worked with famous brands such as Italy, Germany and the United States to "draw more creative inspiration and achieve further breakthroughs in design."

Stationed in Yan hang land, some experts believe that this is the real start of "competition design research and development".

This year, AI has invested tens of millions of yuan to set up a product R & D center in Chengdu. He invited designers from France, Italy, Canada and Germany to follow the trend of international fashion, and invited more cross-border designers to enhance their research and development.

Peng Jun said that at present, Chengdu is building Sichuan export shoe city, and will promote the upgrading and transformation of Sichuan shoe industry's R & D, technology, management, order, brand building and other aspects, and speed up the development of Sichuan footwear industry to the high-end industry.