Brand Shoes Enterprises OEM Production Methods Encountered Embarrassment

Yesterday (30), the Eighth China Dongguan international shoe exhibition shoe machine exhibition opened at Houjie Convention and Exhibition Center.

At this exhibition, exhibitors with independent design ability and independent brand become the focus of buyers' attention.

By contrast, there are few local shoe companies in Dongguan, which confirms the embarrassment of OEM's production methods.

The exhibition has attracted more than 500 exhibitors to participate in the exhibition. The exhibition area is 22000 square meters.

The exhibition is mainly divided into three major shoe parts, the finished shoe area, the shoe material area and the shoemaking area.

Compared with the seventh international shoe exhibition, this exhibition has reduced the number of shoe enterprises by nearly 100. It is understood that the appearance of local enterprises in this exhibition is not much, which once again confirms that the footwear industry in Dongguan is dominated by OEM production.

At the news conference held yesterday afternoon, Zhu Yulun, the chairman of the exhibition company, was quite impressed by the exhibition organizers. "There are not many local exhibitors in Dongguan, which is closely related to their OEM production mode. This is also one of the reasons why Dongguan shoe industry is in a predicament.

Enterprises with no independent design capability tend to feel more pressure in this financial crisis.

There is a "4P" model in marketing textbooks, that is, product (Product), price (Price), channel (Place) and promotion (Promotion).

According to these four elements, we can build a successful brand, but few can do it. We hope that the local shoe companies in Dongguan can do more work in this area.

Zhu Yulun said.

As the focus of the exhibition, fifteen exhibitors of the Putian footwear base in Fujian participated in the first group exhibition.

Mr. Cheng, the three shoe industry in Putian, briefed reporters: "at present, the footwear industry in Fujian is mainly exported to Europe and the United States, but this financial turmoil has not had much impact on Fujian Putian footwear industry. On the contrary, some manufacturers have more than 10% foreign orders this year, which is largely related to the independent design ability of the manufacturers of Putian footwear industry."

Italy master tells the brand. The organizers should carry out the idea of "building brand" in the shoe exhibition.

They specially invited the chairman of the Italy footwear retail association, Mr. MASSIMO DODNA, to give a lesson to exhibitors.

He mentioned that the production mode of OEM is going downhill in recent years, and brand is the only way for shoemaker.

He said: "the brand needs to have an attractive story, which can be embodied by the product itself, and design is the tool for telling the story. Why is Nike even bigger in China than in the Chinese market of Lining?" which embodies the value of design as a medium term investment.

It is also a highlight of the exhibition that the shoe machine exhibition is another highlight.

Xu Jiangan, manager of thousand accessory industry, told reporters: "the external environment of the past two years has caused the recession of the footwear industry, and as a result, shoe manufacturers in the upper reaches of the natural field have also been affected, and sales have dropped by nearly 20% over the past year.

The major manufacturers also began to "open up sources and reduce expenditure".

Pointing to the booth of some exhibitors, he pointed out: "the booth of the exhibitors of the shoe machine is mostly in the form of" special clothes "(that is, luxurious decoration). A larger booth costs seventy thousand or eighty thousand yuan for decoration. Once there are no exhibitors, there are no 3 or 4 million.

The 2008 world footwear industry Development Forum opens today. In the context of the global economic downturn and shrinking demand caused by the financial tsunami, a 2008 shoe development forum to build a high-end platform for the high-end footwear industry will be held in Houjie today. Its theme is "development, pformation and Upgrading -- the way to win the shoe industry."

As one of the traditional pillar industries in Dongguan, the shoe industry is facing not only the pformation pressure brought about by the changes in the domestic and foreign industrial environment, but also the financial crisis this year.

Against this background, the China Light Industry Federation, the China Light Industry Arts and crafts import and Export Chamber of Commerce, the municipal government and the Asian Footwear Association, the Taiwan footwear industry association and the Hongkong Footwear Association jointly organized the "2008 world footwear development forum", trying to boost industry confidence and explore the way to break through the shoe industry.

It is learned that the forum is divided into three parts. The main theme of the forum is in the morning. The chairman of the State Council Development Research Center, Long Yongtu, expert expert in international trade, Ferenc Schmel, senior adviser of the Ministry of industry and development of the United Nations Industrial Development Department, the world's largest footwear trading company, and the senior Brown footwear industry, will make comments on the "industrial economic development strategy, the pformation and upgrading policy of enterprises and the international situation".

In the afternoon, the summit will mainly focus on the "shoe industry's breakthrough and win-win strategy". The entrepreneurs and experts will comprehensively analyze the future of China's footwear industry from the aspects of financing, technology, talent, brand and channel.

In the evening, the organizers will release the forum results and hold the signing ceremony of the global strategic alliance of the world shoe industry (Asia) headquarters base.