Foreign Shoe Enterprises Successfully Build Domestic Brands

This year, Chinese shoes encountered an unprecedented cold wave in overseas markets. In the first quarter, the export volume of the entire footwear industry decreased by 5.3% compared to the same period last year.

In the context of the global economic crisis, some export oriented footwear enterprises began to pform boldly and strive to build up the domestic market. Now, a series of new shoe brands have emerged in the domestic shoe market, such as Biao wolf, Ben speed, pie music, de Lian, Bu Xian, Xin Tai and so on.

More than 80% of Jinjiang's more than 3000 sports shoes enterprises are export oriented enterprises. Many enterprises have tried to sell domestic markets under the condition of heavy barriers to foreign trade, increasing cost pressures and RMB appreciation.

According to their own actual conditions, these enterprises choose to walk on two legs and pay equal attention to both internal and external markets. Some of them shift their focus to the domestic market and avoid foreign trade pressure.

In fact, many of Quanzhou's shoe brands, which are "powerful" in the domestic market, are also pformed from foreign trade enterprises, such as the world, Guo Hui, great birds, and wild power. These enterprises have provided a lot of experience for the pformation of shoe enterprises this year.

Chen Yongpei, general manager of Huanqiu shoes and Garments Co., Ltd., said that the company's business basically remained stable this year, because the company had pferred from complete exports to domestic market in the past few years, and already had a relatively stable domestic sales network.

In the face of the international financial crisis, the global footwear and footwear industry is mainly based on domestic sales and export sales.

After adjustment, the proportion of products exported to the world is only 30% of the total business volume.

Li Haiting, general manager of Bao Yue shoe industry, who turned to domestic sales earlier this year, believes that there are always ups and downs in the changing environment. In the course of development, enterprises should see the market and locate them accurately.

Under the circumstances of export impact, the company has opened up domestic sales in a timely manner, and overall sales volume has steadily increased this year.

He said: "foreign trade enterprises will be able to grasp the latest technology and the latest popular information in foreign countries in a timely manner when they are in pition to the domestic market. The first time is to combine the latest shoes in foreign countries with China's national conditions and design products that meet the needs of consumers. This is a major advantage for foreign trade enterprises to make domestic markets.

In addition, in the cooperation and exchange between foreign buyers, we can better grasp the development trend of the international footwear industry and have a good foresight.

Although the enterprises in pition from foreign trade are "face to birth" in China, they have rich experience in brand building, draw the essence of foreign trade experience, and build the brand of domestic marketing. It is the key factor for the successful pformation of these enterprises.

Many enterprises agree that the most important point is that foreigners attach great importance to the quality of products, and they do not have a "face" to do business with foreigners. The quality can not be sloppy. This has created the "harsh" quality of foreign trade enterprises. After pformation, these enterprises also put strict demands on quality, and win the trust of consumers with high quality products.

Of course, these production enterprises all know that brand is not enough to rely on itself to push the market, so we must rely on the strength of agents and distributors.

Therefore, these enterprises all pay close attention to the cultivation of agents and distributors. Through their efforts, they set up exclusive stores all over the country or set up counters in major shopping malls around the country to carry out brand promotion.

Although the market has made many enterprises feel "a bit cold" this year, the confidence of the foreign trade enterprises that started to enter the domestic market is like the flowers in spring.