Mask Die Suddenly Mapping Shoe Industry Private Brand Risk

Died of food poisoning in life, died of illness or died of an accident. The cause of death is not new. Recently, a poisoning caused by facial mask is rare. The news of the death of women's facial mask was spread on micro-blog, causing consumers to worry about the quality of whitening mask. According to the news, the deceased was a 40 year old woman in Fuzhou who used the mask as a pearl beauty mask. After using it, her body was red and her lips were purple and later died.

Because of a mask, Watsons was implicated in a murder case. A female customer in Fujian died after using Watsons pearl whitening mask. In response, Watsons revealed yesterday that the "mask fatal" incident is still in the investigation stage, and there is no evidence to prove that the cause of death is related to the product. Although the product has passed multiple safety tests, the company immediately put the product off the shelves and contacted the supplier for further testing. It also said that it had contacted customers' families and relevant government departments, but the family members of the consumers were not allowed to cooperate with them to investigate the cause of the incident.

For the "mask death" storm, most industry experts have said that although no autopsy report can not make a judgement, in general, mask can not be quickly killed. Some experts say that the death of mask is theoretically impossible, but there are really special allergic groups. At present, although the incident has not yet been investigated, Watsons's proud brand strategy is still on the cusp: through the labeling of the Watsons Pearl's series of eye film products used by the deceased, we found the "commissioned manufacturer" as the North shell, and found that Watsons's over 2000 brands were all OEM production, and its quality control was once again questioned.

OEM is a very common operation mode for many traditional production enterprises in China, and extends to the shoe industry. And this Watsons mask poisoning exposed the shoe making industry OEM production is also facing a crisis. We know that for small and medium sized shoes and garment enterprises that are just starting up, no brand, ignorance and no influence can only rely on OEM production to maintain enterprises. And when shoe enterprises develop to a certain extent, simple OEM cannot satisfy the current situation, and the establishment of private brand becomes the trend of enterprise development. Because the profits of private brand products are even higher. People in the industry calculated their debts. Taking Watsons's mask as an example, if a common mask is sold at a cost of 3 yuan and a retail price of 20 yuan, the gross profit of selling its own brand is 17 yuan. But if it is an agent product, the price of the small brand is half off, and the larger brand is likely to be 22% off, and the profit is quite different. But behind the high profits, it also brings the risk of private brand.

　　 Shoemaking industry As a traditional labor-intensive industry in China, many Shoes and clothing enterprises Focus on private brand, so when you have enough resources and capabilities, you will build your own brand. Private brand is good, but there are also some risks. We must ensure product quality, market trend and so on. A domestic shoe industry authority once pointed out at a forum that the biggest weakness of OEM is that the initiative is not in the hands of our enterprises, earning only a small profit by processing, and easily encountering foreign trade barriers because of the large volume of processing exports.

So, where is the way out for OEM enterprises? Experts have already set out the ten thousand brands of "self created brand and pursuit of higher added value". {page_break}

"We have done so many years of OEM production, production lines, business models are exported. It's easier said than done to create a brand, "said the Hangzhou family. Foreign trade shoe enterprises The manager said with regret, to really turn around from OEM to self created brand, there are many problems to be solved: what is the need to create a brand, a first-class production line, and what to do with the original production line? Where does the new brand have its own style and where does the design team come from? If it is to deal with the domestic market and how to expand the sales channels, these are complex problems.

Therefore, for the fate of two brands of independent brands and OEM, the industry experts said that although the export market is still inseparable from Chinese shoe enterprises, enterprises can not blindly adhere to the old practice of OEM production in the past. To achieve long-term business benefits, enterprises need to spanform their development models.

As some industry people feel, "OEM business is business, brand business is business." It is the pursuit of our enterprise to start up with OEM and create business with brand. As we all know, the most popular phrase of Coca-Cola people is: "if Coca-Cola's factories burn up, the front page headlines of the second big media in the whole world must be banks competing for Coca-Cola loans." This is the value and power of the brand. Similarly, the reason why our state-owned brand Haier can succeed in overseas investment is not to earn foreign exchange earnings, but to export its brand.

Facts have proved that private brand has indeed become a magic weapon for enterprises to save themselves and break the ice. Based on 2012, it will greet an unpredictable world in Xinhua and a market structure for reshuffling. Because in the current situation, good companies and good products can be more prominent, and independent brand manufacturers can connect with the world in a shorter time.