Wenzhou Shoes Lack Export Brand Expansion Strategy Is Not Feasible

According to a survey by the footwear dealers and Retailers Association, the average price of Chinese shoes in the United States is 6.5 dollars.

In 2005, the average export price of a pair of shoes in Wenzhou was $3.61 / double, less than that of a foreign movie ticket.

And this price can be turned to hundreds of times with foreign brand names. This price is only 25% of the price of Japanese shoes, 18% of Italy shoes, 16% of French shoes, and even the unit price of Vietnamese shoes is 3 times the export price of Wenzhou.

It can be seen that the export of Wenzhou shoes is in a very low position.

As a result of quantity expansion, lack of export brands, similar products, low added value, low export prices and frequent trade barriers.

At present, China's anti-dumping and safeguard measures have accounted for 17% of the world's total.

We have met various trade safeguards adopted by other countries within the framework of WTO.

The way of quantity expansion can only get narrower and narrower.

From the perspective of market space, Wenzhou shoes have taken up a considerable share in the international market. The total export of Wenzhou shoes is 1 billion 584 million US dollars, with a total of 438 million pairs, 3.61 US dollars / pairs, and 384 export enterprises.

Among them, exports to the EU are US $534 million, and 68% of export shoes are concentrated in the US and EU.

The space of simple quantity expansion has been very limited. The market has begun to show the characteristics of international competition and internationalization of domestic competition. Wenzhou shoe manufacturers are facing challenges from multinational corporations and international brands at the two markets at home and abroad.

Wenzhou is a representative area of shoe industry development. The EU, Russia and Ukraine have been the three main markets for Wenzhou shoe exports, and the Americas share a large share.

China can now be said to be a big trading country and a big manufacturing country, but it is indeed a small brand country and a weak brand country, which has a big gap compared with the world brand.

According to the statistics of the United Nations Development Programme, the proportion of international famous brands in global brands is less than 3%, but the market share is as high as 40%, with sales exceeding 50%.

Chinese enterprises own less than 20% of their own brands, and their own brand exports account for less than 10% of the total export volume of the country.

In order to change the situation of independent brands and improve the gold content of export products, the Ministry of Commerce has launched a number of advanced models of independent brands in the whole country, promoting the work of brand building in an all-round way, carrying out comprehensive evaluation of brands and selecting excellent brands, arranging special funds, and supporting three aspects, such as providing convenience for famous enterprises to invest abroad, establishing research and development, production, sale and after-sales service system, so as to promote the healthy development of their own brands.