Han Han'S "Ghosts Gate" Upgrade &Nbsp, Triggering Deep Reflection On Foundry Shoe Enterprises

Recently, he was also a professional racing driver, writer, editor in chief. Han Han On the Internet, Han Han, who is known for his academic fraud, was questioned on the Internet. The "ghosts gate" incident has been upgraded for a long time, which has aroused widespread concern in the society. At the same time, it has made China's "ghosts" big family system. Shoe industry Falling into reflection. Looking back at the development history of China's shoemaking industry, OEM OEM has always been the main driving force for the development of the industry. Abundant and cheap labor and raw materials have attracted foreign well-known footwear manufacturers, and the "opportunistic" strategic mode has become their main weapon. Speculation is obviously sensible for foreign footwear manufacturers, but this path is not easy for China's shoe industry.

Once, cheap is China. Shoe enterprises In the world shoe market, "gallop" weapons. Also for the development opportunities of China's footwear industry's OEM industry, with the "congenital" advantage, China's footwear industry has continuously rewritten its low position in the world. However, affected by the financial crisis, the footwear industry in Europe and the United States as a major source of orders has been significantly affected. At the same time, the EU's requirements for imported footwear are getting stricter and stricter. Countries have been increasing the number of footwear safety and hygiene testing items, and some countries have also improved their technical standards one after another. A reality is that the reduction of foreign orders has led to a large number of OEM enterprises in deep trouble, but some brands have maintained a steady growth, even against the trend. Continue to follow the old path of OEM, or create its own brand? This is a tough choice for many small and medium sized shoemaking enterprises, especially foreign trade shoe manufacturers.

China's shoe enterprises need to transform and upgrade. It is not so easy to develop their own brands. brand After all, it's still a minority. In the future, China's footwear industry must realize the transformation and upgrading of the industry and develop our own brand. From its own point of view, we must achieve: first, firmly establish the determination of international brand, can not be placed in the long-term foundry status; secondly, sum up the successful experience of learning international brand operation, and shoe enterprises should sum up the experience of successful international or domestic shoes and clothing brand to apply; thirdly, determine the location of consumers and grades; then, brand relies on innovation ability and good quality, is good at giving full play to domestic market advantages, and starts building brand from home; finally, many processing trade enterprises are relatively small in scale, we all know that the first cost of brand promotion is to have relevant market share, and a considerable amount of sales can create brand. So small and medium-sized enterprises can jointly create brand.

In the final analysis, the competition in the modern market is still the competition of talents. Talent is a prerequisite for the success of OEM to become a brand. From OEM's original staff to take the domestic sale, the probability of success is very low, because it is completely different from the thinking mode of doing foreign trade and domestic marketing, and the habit of playing cards is totally different. When a core team is formed, it can be part of the original staff and part of the recruitment. Key positions such as the director of marketing should preferably have managers who have experienced operation experience in the domestic market, but the boss must be in charge of himself, and the big decisions will be made by the boss. In many cases, we can rely on the power of third parties, such as brand planning agencies. The third party's opinions will make decisions more rational and objective. The practice of completely adopting the original team will bring great losses. Now, many cases of failed transformation in many industries have already confirmed this point.

The footwear industry that is transformed from OEM to brand is the first to prepare for the market research. Market research is a criterion for the establishment of brand. It can help enterprises not only have an in-depth understanding of the market, but also lay a good foundation for brand positioning. The content of a successful market research should include regional consumption analysis and regional consumers' preferences. Combined with the characteristics of their own products, we should study the characteristics of the age group, the target consumer group, the advantages of their own products, and the selling points of the competitive consumer brands. Through the analysis of the comprehensive factors of these enterprises, markets, consumers and competitors, we can know ourselves and others. from market According to the way of investigation, the experts suggest to combine the research results of the third party with independent research, because the research results of the third party research institutions are scientific and normative, but they often rely too much on data. The analysis and judgment always result from the fact, lack of perceptual knowledge and judgment analysis of the market, and the research done by the enterprises lacks scientific analysis.