Dongguan Shoe Enterprises Also Insist On Burning The Money.

Since the P financial crisis, many enterprises in Dongguan have been actively pursuing "bottom up" overseas.

In countries such as Europe and the United States, when Chinese economy is not good enough, Chinese enterprises attack in time, and have the opportunity to buy others' good brands, which can save long licensing process and advertising costs, but experts caution that when buying brands, we should be careful not to accept "acclimatized".

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< p > > Dongguan a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > business owner Yin Jiqi bought Italy's "Dibao" brand for over 30 years to sell domestically, but he told Yangcheng Evening News reporter that the brand has already gone through many hardships and hardships in developing the market in China, "in fact, it is almost the same as marketing a brand in China."

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< p > Italy brand bought for domestic sale < /p >

< p > > there are hundreds of shoe factories in Houjie, the world shoe capital. Qisheng shoes industry was founded in 1998. It is located in three Tun Village, Houjie Town, Dongguan. It specializes in designing and producing high-grade leather shoes. It was the designated manufacturer of special etiquette shoes for the Chinese sports delegation of the Beijing Olympic Games in 2008, and specially produced 45 yards of super business shoes for Yao Ming.

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< p > Yin Jiqi told the Yangcheng Evening News reporter that he had been to the United States at the end of 1998, when he thought that the foreign market would be infinite and there would be endless orders. However, he actually saw that the economy was not growing fast, and the market resources were highly concentrated in the hands of several large companies. The big companies had been conquered by enterprises in Taiwan and Hongkong, and the businesses could not get in at all.

At that time, Yin Jiqi realized that the domestic market was huge, and the private enterprises knew the cultural taste of the Chinese people.

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"P", the Qisheng shoe industry, which was mainly foundry, soon accumulated a certain amount of money. Yin Jiqi intends to use the money to build a high-end brand of his own, not only for the international brand OEM.

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< p > however, it is really difficult to build a brand from scratch, so Yin Jiqi thought of curve making.

In 2002, Yin Jiqi bought the "Dibao" brand of Italy, the world's shoemaking kingdom.

"This brand is actually a brand of a master's home in Italy. The money spent is not much, and the two sides have worked together for a long time. It's more emotional. It's half sold and half delivered."

In Europe, many brands like "Di Bao" are named after the name of the famous shoemaker in the locals. Although they have a certain reputation in the locals, they are hard pressed to realize the scale effect due to many reasons such as labor cost and market.

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< p > brand no one knows and needs to smash money. < /p >

< p > "many enterprises buy foreign brands, though they can quickly become famous, but there are also many problems."

Yin Jiqi said, "the feet of the Europeans and Americans are very large, and the Chinese feet are short, fat and meat, and the original design is simply useless.

So apart from this brand, other designs such as design and style have no effect in the domestic market, and if they do not change, they will not be able to sell a pair of shoes.

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< p > Yin Jiqi said that although it is a Italy brand, many people in China have never heard of it.

Buying foreign brands will definitely be used for domestic sales, but in the big cities, the word "Yang" is getting worse and worse. "In the large shopping malls of this provincial capital city in Guangzhou, the shoes of international brands occupy half of the country, and several famous brands in the country can enter the competition."

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In order to adapt to the domestic market, Qisheng shoes industry has created a new domestic R & D team, and has made a store plan, and invited people to design a series of things such as LOGO. P

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< p > "in order to fight this brand, we spent a lot of money."

Yin Jiqi smiled and described that buying a foreign brand is the same as registering a brand in China, but Chinese people are more likely to believe in foreign brands.

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< p > burn money and insist on opening the situation at last. < /p >

< p > Qisheng fulfilled its wish to enter a high-end shopping malls, a large store in Guangzhou, but the difficulties ensued, which exceeded Yin Jiqi's expectations.

At the beginning, the store was placed in the last counter. The location was not good, the price of the product was high, and the lack of popularity in the country, lack of operational experience and confidence, only sold 60 pairs of shoes in the first month, which is far from the high store rent.

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< p > brand is sold domestically, the quantity is too small, and the production is off and on, compared with that, orders for producing OEM are often produced by a container.

For a long time, Qisheng footwear industry has been losing money in its domestic sales operations, basically relying on the money earned by the foundry to fill the hole. It is mainly by insistence. If we are rejected for one or two times, we will lose heart. This brand will not be able to open up a situation.

In the process of burning money in the early days, Yin Jiqi often inflate himself like this.

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< p > marketing relies mainly on talents.

In order to rob talent, Yin Jiqi hired an office in Guangzhou World Trade Center besides looking for headhunting companies.

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"P" has been expanding strategical for several years. Until 2005, Qi Sheng just opened up the situation.

At present, Qisheng has more than 200 stores and chain stores in more than 20 first tier cities nationwide, with a pair of shoes selling at a minimum price of 1500 yuan, while expensive ones are up to ten thousand yuan.

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< p > "last year we made 1 million pairs of shoes, and this year is about 800 thousand pairs," Yin Jiqi said bluntly. In the past two years, influenced by the international market environment and international brands began to swarm into the domestic market, their sales volume is declining.

"We began to increase the production line of fur and handbags last year, preparing for diversified development. The market has changed, and enterprises have to follow changes."

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