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How Far Is It For Chinese Shoes To Walk Overseas?

2012/3/12 22:13:00 38

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It is called "the first exhibition of Spring Festival".

The 22 China East China Import and Export Commodities Fair

The 5 day ended in Shanghai.

Reporters interviewed found that shoes and clothing products with Chinese characteristics are still deeply concerned by overseas buyers. However, most of the exhibitors who still rely on OEM production are flat.

China's foreign trade is facing "embarrassment" because of its excellent quality but no brand name.

So, how far is it from Chinese elements to famous overseas Chinese brands? Let's take a look at journalists' observations.

If you order, you can't place the order directly.

Ruan Haijia, a sales manager of a shoe and clothing foreign trade company in Zhejiang, told reporters that the traditional OEM business is losing its strength due to the external demand market downturn and the rising labor costs in China.

She said frankly that because brands need a lot of marketing and channel investment, it is very difficult for small and medium-sized foreign trade enterprises to rely on their own brands to make the world.

Products should have characteristics. If they have characteristics, they will be better. If they are ordinary, they may have many brands in the market.

In recent years, these "very Chinese" elements such as Huili shoes have turned into fashion highlights at the New International Conference on brand new brands, making many Chinese people five flavours.

Why are these

international market

The recognized Chinese elements, however, are hard to achieve overseas famous Chinese brands. At the China trade fair, the clothing shop which launched the concept of "blue and white porcelain" attracted many Japanese and Korean businessmen to stop and watch and make inquiries.

China's traditional blue printed cloth is a handwoven and natural plant dyestuff and dyed fabric. Its process of clamping and cutting has been for thousands of years.

Exhibitors told reporters that the company registered "red double happiness" trademark for blue printed cloth, and the products sold were all called "red double happiness" brand, which is mainly sold to Japan.

But it is restricted by manual small workshop mode, and the sales volume is relatively small.

Due to the limitation of plant dyes, how much bluegrass do we have to grow and how much cloth can be made? The dye is limited, so its output is very small.

Second, because they are all handmade, they can not do a lot of products.

Zhu Ruiqing, a technician, told reporters that in addition to being limited in the scale of production, the blue print technology is also facing the embarrassment of no successor. It is hard to say how long this traditional production skill will survive in the market in the future.

Analysts believe that

brand

It comes from the quality, characteristics and fashion of products.

Therefore, it is far from enough for Chinese brands to go out and rely solely on Chinese elements. They must learn to integrate with the market and make Chinese elements the cultural foundation of the brand's popularity.

In addition, in the short time when traditional sales channels are hard to establish, e-commerce has become the most obvious and low-cost way to build brand among these enterprises through domestic sales.