Many International Shoe Companies Are Faced With Local Problems

　　 brand As a medium, whether a good market can be created or not depends on the ability of design and production, the investment in terminal construction, the concept and thinking of operators, and the intention of managers to grasp the market. These are the methods for the success of agency brands.

From Pierre Cardin shoes leather goods 200 million euro management rights in China, Wenzhou merchants for this wave of intention to introduce international brands, has become clear. In addition, there is a news that Wenzhou Dena Exhibition Co., Ltd Shoe show Let's simply introduce more than 100 famous footwear, clothing and leather goods brands from all over the world to participate in the exhibition, trying to transform and upgrade the industrial chain of category 18 and category 25.

In the early stage, Wenzhou shoes started with low-grade men's formal shoes. With the support of a good upstream, midstream and downstream integrated industrial chain, Wenzhou shoes quickly occupied various markets in the world. In recent years, due to the popularity of the big trees, the rise of trade barriers, the check and balance of anti-dumping, the development of overproduction began to slow down. However, Wenzhou people with quick eyes and sharp ears immediately got to the domestic market. However, the middle and low-end markets have long been monopolized by Yierkang, hongdragonfly and Aokang, and the Wenzhou brand, which has been winning by price for a long time, has been refused access to department stores. However, they have no choice but to move from one flower to another. It is also a way to survive. The problem lies in the fact that the whole system of property speculation is not equal to real estate speculation.

Generally speaking, there are five ways for foreign brands to enter the domestic market: 1. In other words, the entire production line, product design and research and development were moved to China together. Because of different national conditions and inconsistent management and management concepts, such cooperation ended in vain. 2、 Pure trade. Because of the particularity of the shoe industry, as well as the uncertainty of ordering, logistics and sales cycle, such a cooperation mode is only suitable for the current three or four line brands to make a little fuss, but can not stimulate a thousand piles of snow. 3、 Semi authorized and semi processed. After cooperating with each other for a period of time, foreign merchants can provide a certain proportion of semi-finished products for domestic processing. This mode, I think, should be the best way of cooperation. 4、 Brand licensing. At present, this method is widely used by everyone. It is just a name, and all commodity positioning and market direction are determined by the agent; fifthly, design authorization. The authorized party has the absolute right to participate in the market development of foreign products.

Even if Wenzhou manufacturers have obtained any of the above brand authorization, the author thinks that they should also face the following problems:

First, the implantation of brand culture. If it is an international brand with a long history, it should also have the style of its products. Even from the packaging to the image to the clothing of the sales guide, there are certain requirements and specifications. We have not done a good job in this regard. We ignore the support of the authorized party on some brand culture. Therefore, there is a reason why some first-line brands dare not enter the country.

What we want to do is to improve the quality of our products. What we want to do is to improve the quality of our products.

Third, the plight of high-end shoes, such as their own production capacity, must be external OEM, domestic High grade shoes In fact, there are more than a dozen high-end brands in China. All of them are the same manufacturers. Shoes without labels are all the same. It is difficult to innovate because of the similarity of materials, narrow price and strict homogenization.

Fourth, the dilemma of the channel. The brand is like water, and the channel is like a conduit. The channel has bottlenecks. First of all, it is the price bottleneck. That is to say, general department stores can not place high-priced brands. Without a good and complete channel, it is difficult to guarantee the sales volume. However, the price is low and overlaps with the current marginal brands, so the added value of goods is difficult to be favored by department store employees, So why spend so much energy looking for foreign brands?

5. Toughness and endurance, footwear 、 clothing And leather goods in China can be said to be a very saturated industry. Through the efforts of heroes of all walks of life in the past 20 years, the gap between brands is very small. Therefore, it is impossible for brands to make a big noise as soon as they want to enter the market.

Therefore, upgrading and transformation of the shoe industry, such as only relying on the introduction of international brands to make a difference, is no different from seeking fish from wood. In my opinion, brand is just a medium. Whether a good market can be created or not will return to the origin in the end. It depends on the ability of design and production, the amount of investment in terminal construction, the concept and thinking of operators, and the intention of managers to master the market. These are the ways to succeed in the end.