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Han Han's "Ghost Gate" Storm Causes Chinese Clothing OEM OEM To Reflect

2012/2/3 16:58:00 50

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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 also been upgraded for a long time, which has aroused widespread concern in the society. At the same time, the Chinese shoe maker's shoe industry has been reconsidered.

Review China

Shoemaking

The history of the development of the industry, OEM OEM has been the main driving force for the development of the industry. Abundant, cheap labor and raw materials have attracted famous footwear manufacturers abroad. The "opportunistic" strategic mode has become their main weapon. Speculation is obviously sensible for foreign shoe manufacturers, but this path is not easy for the Chinese shoe industry.

Once, cheap is the weapon that Chinese shoe company runs in the world shoemaking market.

Also for the development opportunities of the OEM industry in China's shoe making industry, China's footwear industry has constantly rewritten its status in the world with the "congenital" advantage.

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.

Go on

OEM production

(OEM) the old road or the creation of its own brand? This is a tough choice for many small and medium shoemaking enterprises in China, especially foreign trade shoe enterprises.

It is not so easy for China's shoe enterprises to upgrade and develop their own brands. After all, the truly influential global brands are still few.

In the future, China's footwear industry must realize the pformation and upgrading of the industry and develop our own brand.

From its own point of view, we must achieve: first, firmly establish the international brand's determination and not be satisfied with the long-term foundry status; secondly, sum up the successful experience of learning the international brand operation; the shoe enterprises should sum up the successful experience of the international or domestic shoe and clothing brand, and then apply it; thirdly, determine the location of the consumption crowd and grade; then, the brand relies on innovation ability and good quality, and is good at giving full play to the domestic market advantage, starting from the domestic brand; finally, many processing trade enterprises are relatively small in scale, we all know that the first cost of brand promotion is to have the relevant market share, considerable quantity.

Sales volume

The brand can be created.

So small and medium-sized enterprises can jointly create brand.

Modern market

compete

In the final analysis, talent competition.

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 pformation in many industries have already confirmed this point.

The footwear industry that is pformed 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 the point of view of market research, 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 the data. The analysis and judgment always result from the fact, lack of perceptual knowledge and judgment analysis of the market, and the research conducted by the enterprises lacks scientific analysis.

At the same time, in order to avoid risks reasonably, many enterprises from the OEM OEM to brand enterprises have taken the way of walking on two legs, both inside and outside. On the one hand, they still undertake OEM orders, and on the other hand, they start to make domestic markets, and promote them outside.