China Europe Footwear Industry Has Great Opportunities For Fashion Integration

Recently, in the keynote speech of the Alibaba shoe summit held in Hangzhou, the brand director of Lantivy, the vice president of the shoe store, believes that the great gap between China and the European footwear industry is a new opportunity for China's footwear brand.

In the past twenty years, he has observed and thought about the footwear fashion in Europe and America, and has accumulated valuable European footwear fashion experience through the practice of Rantivi brand's European fan shoe.

He firmly believes that, with the efforts of the domestic shoe industry colleagues, one day, China will be able to produce a truly international brand in line with the international mainstream aesthetics.

The annual summit forum of the footwear industry was hosted by Alibaba, and invited to the global observation of the shoe fashion coming back to Asia.

He not only has more than 20 years of successful experience in footwear foreign trade, but also vice president of the Tmall sports category TOP1 business. He continues to study 2 times a year for European and American footwear. He has developed thousands of shoes for European and American customers every year, and has accumulated a very rich experience in European and American footwear research and development.

In the spring of 2011, ah Bu chaired the brand of "long ti Wei" and made a debut in the major platforms, and quickly grew into the mainstream brand of domestic European fan shoes.

The latest observation of European casual shoes is

The keynote of this lecture.

He first briefly introduced the trend of global footwear in recent thirty years, and the main line is European and American footwear fashion.

From the fashion of 1990 to the west, the fashion of formal dress, from 1990 to 2005, the fashion trend of sports lasted for more than 10 years. After 2005, people advocated nature and leisure and entered the era of cotton life.

Compared with the slow movement of domestic sports, the most fashionable European footwear has entered the stage of leisure and fashion.

Post-processing technology for footwear fashion value added

Taking the step-by-step observation in the European and American markets for many years, the post-processing technology has become more and more important in European and American fashion footwear, and even become one of the main signs of footwear fashion.

He said that luxury brands, mainly LV, GUCCI, PRADA and Ferragamo, emphasize high quality and high style lifestyles. Most of the footwear is made in Italy, with emphasis on manual design, material selection, modeling and technology.

Especially in the post processing stage (finish stage), their technological level is very high, and the gap between them is large.

Astep takes Replay jeans as an example to explain that the cost of a pair of jeans usually imported from China is 10 US dollars. The cost of post-processing in Italy is 50-60 dollars, and the selling price is mostly 180-200 dollars. The post-processing effect is very important.

They see that post-processing is an art processing process, which is regarded as the most critical process.

Today's industrial society, due to the maturity of the pipeline, is not difficult to produce a high-quality product, and the cost is not high.

But to make a unique taste and not to use machines, it is necessary to use artistry to make a unique artistry.

To make these handmade things, not ordinary skilled workers can do it. They must have artistic accomplishment. They are craftsmen, not workers.

In addition to the added value of these luxury brands, this is why Italy's shoes are often thousands of pieces, but Chinese brands can't afford to sell them.

Ah Bu analogy, like canvas and printed matter, hand-made products are unique and have vitality.

Printed matter can be replicated quickly, pale and cheap.

Color, material and customization promote the evolution of European style

A step through fashion trends such as LV, GUCCI and other top fashion shoes, describes the changes in fashion color.

In addition to splicing color blocks, it is more reflected in the color effect of leather treated by hand.

Not only can produce more colorful colors, make subtle changes under different lights and angles, but also produce a unique sense of three-dimensional and hierarchy.

Of course, each pair of shoes is not the same. It is not easy to make a pair of shoes. To achieve the same color change of 2 pairs of shoes, it is the real test of shoemaking craftsmen. The demand is high, the elimination rate of defective products is high, and the value of shoes is higher.

Material selection and shoe type are even more sophisticated. PRADA launched last year's shoes with hemp bottoms as a typical example. It is a typical example of dirty, denim, sequins, lacquer, crocodile skin, ostrich skin, fish skin, snake skin and so on.

More and more big brands will use colorful clothing materials on shoes.

In addition to the original texture of the material, a large amount of post-processing has been added to make the feel soft, elastic and rich in texture.

A joking joke, usually, loose and comfortable shoes are clumsy; good shoes are hard to wear; they are not good looking shoes and beautiful shoes.

Shoes of Italy's top brands are not only fashionable but also comfortable.

Mainly European shoes no longer stay in the basic functions of clothing, more to produce effective chemical reactions with clothing, emphasizing the overall fashion mix.

In recent years, the fast fashion of ZARA and the rise of e-commerce in Europe and the United States have created a fast response fashion supply chain.

A step saw that, as clothing matching shoes, the response speed of its supply chain is far slower than that of clothing, but the shoes that actively adapt to the fashion trend get new vitality.

Fast fashion and personality trends are on the way.

In the era of diversification, leisure will no longer have a strong brand.

Tailor-made high-end customers still occupy a certain share.

A pair of master hand made shoes can be sold for more than $1000.

Although manual customization is difficult and expensive, it is still regarded as a status symbol for high-end customers.

More and more domestic tycoons are also beginning to enjoy hand-made high-end shoes.

In addition, mainstream brands such as Nike have made a useful attempt in personalized customization through online websites. However, there are still many brand marketing components, which are still limited to a very small scale.

China and Europe and the United States to speed up the trend of leisure

With the increase of national strength, popularity of the Internet and increasing number of overseas contacts, Chinese people have become more and more receptivity to fashion in Europe and America. Ah pacun has come back from Paris. He sees 80% to 90% Chinese people queuing up to buy.

From LV, PRADA and other luxury brands to ZARA, Jack Jones and other brands, more and more popular with Chinese people, indicating that the domestic trend is in line with the trend of Europe and the United States, European and American style footwear is gradually accepted by the domestic.

However, fashion styles in Europe and the United States are still quite different from those in domestic fashion.

The gap between fashion and international is bigger.

Although many domestic friends are keen to buy large European and American costumes, matching shoes are hard to find the right ones, or two thousand or three thousand of the imported big shoes are not cost-effective. Besides, there are not many domestic brands to choose from. Therefore, there is much room for European and American style local brands.

In fact,

Under this background, the brand enters the orientation of European fashion.

In the past 20 years, he has been working in Europe and the United States for shoes and foreign trade, and has accumulated a wealth of research and development experience on European fashion shoes for the design and OEM thousands of shoes every year for European and American brands.

His original intention to create the Lantivy brand is very simple, bringing the shoes of the latest trend in Europe to the domestic market, so that the Chinese people can enjoy fashionable shoes with three hundred and a hundred yuan.

Of course, he is also conscious of the high cost of synchronizing with European fashion at home, making it difficult to build a personalized brand. For this reason, he has been preparing for ten years to build a long-term plan for European brand shoes.