Expert Analysis Of Brand Name Design For Footwear Manufacturers

China Footwear industry The downward trend is still evident. HSBC's latest purchasing manager composite index shows that China's footwear industry has been declining for 4 consecutive months due to a reduction in orders from overseas. Shoes and clothing enterprises have begun to redeem themselves through the international e-commerce platform, the layout of international intellectual property rights and so on.

At the Canton Fair in 1986, a dozen square meters of booth were on the floor, displaying some jeans. The salesmen of Guangdong textile import and export company are anxiously waiting for the new results of the market acceptance. No one could have imagined that these jeans became the first pair of jeans exported to the United States in Guangdong. From scratch to today's most important cowboy processing area in the world, the export of Guangdong denim garments has accounted for 60% of the national cowboy clothing exports. However, as a later man, Huang Yihua, general manager of Dao Heng Long Garment Industrial Co., Ltd. was not happy at all. He was struggling because he lacked his brand.

Huang Yihua: to tell you the truth, especially last year, I was really tired and exhausted. We can not just look at the production, but also want to operate on the basis of production, and then slowly raise the brand concept.

As Huang Yihua said, compared with the bad external environment, the more important problem facing China's manufacturing industry is the lack of independent brands. Of the 500 most valuable brands in the world in 2010, there were only 17 brands in China, and the top 100 were not listed. We are still in the middle and lower reaches of the global industrial chain.

Along with beads Triangle enterprise With the acceleration of transformation and upgrading, a large number of small and medium enterprises have realized that the era of relying entirely on substitution processing is over. They have begun to have their own brand awareness. Liang Yaowen, director of the Guangdong provincial foreign trade and Economic Cooperation Department, also called on the invisible hand of the government to guide enterprises to establish their own brands.

Liang Yaowen: slowly from OEM to commissioned design, the development of basic brands should guide them to establish their R & D centers, create their own brands, and set up some platforms in a government to help enterprises transform and upgrade.

Wei Tao, general manager of global marketing of the international e-commerce platform, believes that the current environment has also given quality manufacturers an opportunity to expand the market and create brands.

Wei Tao: manual manufacturing, these manufacturing industries in Europe, especially in Eastern Europe, because of the European debt crisis, their shoes and other manufacturing industries have been hit hard, they are also looking for the transfer of industrial chain, they will gradually shift the entire manufacturing link here.

except Independent brand The absence of Chinese shoes and clothing industry on patent intellectual property has also become a weakness. According to a survey, China's technology dependence is 50%, more than 60% of high-end equipment needs to be imported, technology contributes only 30% to development, and invention patents account for only 1.8% of the world's total. How can China's shoe and clothing industry change its huge manufacturing capability into creativity, and achieve a fundamental shift from "supporting the wall" to "walking on its own"?

Liu Mingkang, former chairman of the China Banking Regulatory Commission, pointed out that China's manufacturing industry urgently needs to break the division of regions, sectors and industries, take the form of reorganization, merger and merger to promote strategic restructuring among enterprises, reduce operating costs and give full play to the comprehensive advantages of enterprises. I hope that China's manufacturing industry, which is undergoing transformation pains, should not lose its original direction of transformation.