Why Can'T The Shoe Industry Upgrade And Upgrade Its International Brand?

Brand is just a medium, can we create a good one?

From the contention of Pierre Cardan shoe leather two hundred million euro operation right in China, it has been clear that the Wenzhou merchants' attempt to introduce international brands into this wave has become clear.

Another news is that the Wenzhou Dana Exhibition Co., Ltd., this autumn's shoe exhibition simply introduced more than 100 famous footwear, clothing and leather goods brand exhibitors in the world, trying to pform and upgrade in the eighteenth and twenty-five categories of industrial chain.

Early Wenzhou shoes started with low-grade men's formal shoes. Because they had good support from the upstream and downstream integration industry chain, they soon occupied all the markets all over the world. In recent years, because of the trend of big trees, the rise of trade barriers, checks and balances against anti-dumping, the pace of overproduction has begun to slow down.

But the Wenzhou people with sharp eyed ears immediately matched the domestic market, but the monopoly of the low and middle market has long been quietly cultivated, but the brand of Wenzhou, Hong dragonfly and AOKANG has been monopolized. Moreover, the brand that has won the price for a long time has been denied access to the department stores.

The problem is that real estate is not equal to fried shoes. The real estate is mainly in the capital chain, and behind the fried shoes is the whole operation and management, which is a very complicated systematic project.

Generally, foreign brands entering the domestic market can be roughly divided into five ways: first, the whole plant input.

That is, the entire production line, the design and research and development of goods moved to China together, such cooperation because of different national conditions, management and management concepts are inconsistent, and finally failed.

Two, pure trade.

Licensing the sale of foreign brand products, because of the particularity of the footwear industry, plus orders, logistics, sales cycle uncertainty, such cooperation mode for the current three or four line brand, is only suitable for small business, can not afford thousands of piles of snow.

Three, semi authorized semi processing.

After having some tacit understanding with each other for a period of time, foreign customers can provide a certain proportion of semi-finished products for processing in China.

This mode, I think, should be the best way of cooperation.

Four, brand licensing.

This method is widely used at present. It only hangs a name. All commodity positioning and market orientation are decided by the agent. Five, design authorization.

Foreign authorized parties have absolute rights to participate in the design, development and product market positioning.

Even if Wenzhou manufacturers have obtained any of these brand authorization, I believe that the following problems should also be faced:

First, the implantation of brand culture.

If it is a brand that has been internationalized for years, it should also have the style of its product, and even from the packaging to the image to the clothing of the business guide buyer, there are certain requirements and norms. We have not done this well. We ignore the authorship's insisting on some brand culture, so some brands have been afraid to enter the country for a reason.

Two, the convergence of taste, we all know that the problem of quality is not a single quality problem, it directly reflects the overall management of a factory's thinking and culture, how the original low-grade products can undertake the design and production of high-grade products, the promotion of taste is not easy to achieve, I think the brand input for quality requirements, taste convergence is very important.

Three, the dilemma of high-end shoes OEM, such as the lack of production capacity, must be externally OEM, and the number of shoes at the OEM production base of domestic high-end shoes can be counted on those. In fact, there are more than a dozen high-end brands in the same factories. Shoes removed from labels are all faces. There is no difference between them. It is very difficult to innovate, especially because of the similarity of materials, the price is narrow, and the homogenization is very serious.

Four, the path of the plight, brand like water channel like a catheter, access is a bottleneck, first of all, the bottleneck of price, that is, not ordinary department stores can put a high price brand, no good and complete access is difficult to guarantee sales, but low price at the same time overlapping the edge of the current brand edge account, the added value of the goods is difficult to get the favor of department employees, so why spend so much energy to find foreign brands?

Five, toughness and patience, footwear, clothing and leather goods in China can be said to be highly saturated industries, after all these twenty years, all the efforts of heroes, also have a place, the existence of the brand gap itself is very small, so now the brand wants to enter the market, it is impossible to make a big noise.

Therefore, upgrading and pformation of the footwear industry, such as relying on the introduction of international brands, wants to make a difference.

The author believes that the brand is only a medium. Whether or not a good market can be created will eventually return to the origin. It depends on the ability of design and production, how much investment is put into the terminal, the idea of the operator, and the desire of the managers to control the market.