A New Attempt Of Chinese Shoes To Break Through International Trade Barriers

Today, Aokang Group, the largest shoe company in China, and valereverde, an Italian shoe giant, launched its first Chinese image store on Huaihai Road in Shanghai. According to the agreement signed by the two sides yesterday, Aokang and wanliweide will carry out global strategic cooperation. Aokang will obtain the right to operate wanliweide's global brand. Its global brand promotion and marketing are all operated by Aokang independently, while wanliweide R & D center is still set up in Italy. It is not OEM, general agent in China, nor overseas merger and acquisition. The story and form of cooperation between Chinese and foreign enterprises has now been updated: both sides carry out global strategic cooperation, and Chinese enterprises "take over" international brands and operate the international market. It is understood that some traditional industries in Europe, including footwear industry, have shown a downward trend, which makes many Chinese enterprises seeking the international market see the opportunity to change the world market order again. The way of cooperation is either OEM or cross-border M & A. "Europe, which has always occupied the high-end of the industry, is in fact weak in competition. China's shoe industry is taking over the European market. It can be further said that with the powerful potential energy formed by" made in China ", Chinese enterprises are taking over the world's class." Yan Feng, a professor at Shanghai Jiaotong University, believes that "this is obviously an excellent opportunity for Chinese enterprises to realize internationalization." Aokang's cooperation mode with GEOX brand, another Italian brand, "two-way borrowing and sharing the global market", has been awarded "the third type of cooperation mode between Chinese and foreign enterprises" by industry experts. Now, the cooperation mode of Aokang and wanliweide brand is different again, which is undoubtedly a new breakthrough for the Chinese manufacturing industry which is still confused by "design in China" and "created in China". Wang Zhentao, President of Aokang Group, said that in the face of changes in the global industry, the two sides have achieved complementary advantages in global cooperation, which can be described as a natural match. If the previous cooperation with GEOX brand was a global market exercise, now the cooperation with wanliweide brand is a real battle in the global market. Industry insiders believe that the attempt of this new mode of cooperation is the need of Aokang Group's internationalization strategy upgrading. The leather shoes anti-dumping lawsuit started at the end of 2006 with the European Union has made the world witness the firm international confidence of Aokang. In addition, since the new global marketing strategy was officially launched in June last year, Aokang has successively set up overseas companies in the United States, India, Hong Kong and other places, and has adopted the overseas localization strategy to open up the market, and the development momentum is quite rapid.