International Brand Management Strategy Has Become A New Direction For Quanzhou Shoe Enterprises.

At present, there are many in Quanzhou.

Frequently participating in exhibitions in Europe and America, trying to make use of the most influential exhibition in the locality, with the help of the current special economic situation, scramble for the market share which is difficult to win at ordinary times.

In recent years, the footwear industry in Quanzhou, which is famous for its international market, has begun to pform its product export mode, accelerating the pace of pformation from product output to brand output, and brand enterprises have taken a series of overseas expansion measures.

Opening stores in Southeast Asia has become an industry trend.

Nowadays, the financial crisis has brought the reshuffle of the European and American shoe market. Many Quanzhou shoes enterprises, which are sensitive to smell, have captured this opportunity to enter the European and American market.

Early start the internationalization strategy.

In the past few years, the main way was to expand branches overseas.

In 2003, Anta captured the largest booth in Jinjiang street, the Hungarian Asian center. This is the first major action after its internationalization strategy.

Later, the company also set up overseas undertakings, emphasizing the development of its own brand to enter the international market, and began to set up branches in Russia, South Korea, Singapore, Philippines and other countries.

Ding Zhizhong, President of the company, has revealed that in the future Anta will accelerate the expansion of overseas markets by acquiring the top 15 sports brands.

The brand of Quanzhou Huanqiu shoes is also famous for its success in the international market.

Today, the global footwear industry has set up offices and branches in more than 100 overseas countries and regions, and has made its own brand building and marketing.

XTEP began its expansion in overseas markets from the wholesale market of Eastern Europe, and then gradually exported its own brand through the way of overseas distributors to act as its brand.

Today, XTEP has completed a more comprehensive distribution network in Europe, and the product has successfully entered all the EU countries. Its overseas market is dominated by foreign agents.

In March of 2008, PEAK first offered the banner of "global order meeting" and held a new "2008 autumn and winter new product conference and ordering meeting".

In addition to inviting past domestic agents and distributors, PEAK also attended more than 40 distributors from a dozen major countries in Asia, Europe, Oceania and the Americas.

At that time,

Xu Zhihua, general manager of the group, said that they have basically completed the laying of the market in most major countries such as Asia, Europe, South America and Oceania.

According to the introduction, in recent years, PEAK has put forward the internationalization of the brand and implemented some specific measures. Overseas sales have been increasing year by year, so orders will be upgraded from "the whole country" to "global".

In the past few months, the world's most famous footwear exhibitions, such as the Munich winter international sporting goods exhibition in Germany, the Italy international shoes exhibition, the Las Vegas international shoe exhibition and the Dusseldorf international shoe exhibition, have attracted dozens of Quanzhou shoe companies to participate in the exhibition.

It is reported that PEAK, Hongxing Erke and other brands took part in the big action to attack the European and American markets. A shoe giant in Quanzhou who rarely participated in European and American exhibitions went to Dusseldorf to participate in the exhibition.

More exhibitors are export oriented footwear companies.

As a matter of fact, retailers are in a bad position. Many local shoe or sporting goods retailers have failed.

Problems at the terminal will be pmitted to local wholesalers immediately, and wholesalers will pass the questions to the importers.

Many enterprises have gone bankrupt in every link of the whole industry chain, and many of them are enterprises with long operating hours, large market share and strong influence on the local market.

The bankrupt enterprise will inevitably give up their original market share and appear the blank area of the market, then there will be other enterprises to compete for the market cake, so the original orderly market will rekindle the war and enter the age of redistribution share.

"Europe

At present, the market is being redistributed, and some have withdrawn and some have entered.

"Consumers in Europe and the United States reduce the consumption of high-end products, which is a great opportunity for domestic enterprises, because most of our products belong to the middle and low end in the local market.

When local consumers reduce their high-end consumption, they will inevitably increase the consumption of low-end products.

In fact, the change of local footwear or sporting goods market is that high-end consumers are turning to low-end products. The high-end market share that originally belonged to local suppliers has begun to slowly merge into the low-end market, thus making the middle and low end market share bigger and bigger.

Our enterprises saw the opportunities brought by this market change, so they went out to participate in the exhibition.

People in the industry say so.

In addition, there is another reason for the enterprises to attack the European and American markets.

When the marketing channel of the market is being reintegrated, if it is impossible to get to know the new channel partners, then it will be very difficult for the market to be stable if the market is stable.

The rule of the market is that the advanced entrant wins the opportunity.