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    Footwear Companies Across The Taiwan Strait Want To Work Together To Create World Famous Brands.

    2008/12/10 0:00:00 10242

    Famous Brand

    Strategic conception: Taiwan enterprises make manufacturing advantages + spring enterprises brand and channel advantages. In November 28th, with the help of the 10th anniversary celebration ceremony of Quanzhou footwear industry association, the authorities of the two sides of the footwear industry gathered together to discuss the way of industrial upgrading, and discussed many hot topics.

    Among them, Lin Zhaojie, chairman of the Taiwan footwear industry association, proposed that Taiwan funded shoe enterprises have reached international level in the field of brand foundry. Quanzhou shoe enterprises have formed obvious advantages in brands and channels, and the combination of them can create world famous brands.

    1 Quanzhou shoe industry has been vicissitudes in the past 10 years in the past 10 years. It is the glorious 10 years of Quanzhou footwear industry.

    The footwear industry in Quanzhou has seized the development opportunities of the domestic market, successfully realized the strategic shift from OEM to its own brand operation, and completed a comprehensive leap from shoes to brand.

    After 10 years of development, the footwear industry in Quanzhou now has 12 famous brand products, more than 50 well-known trademarks in China, and 60% of the total market share of Quanzhou's sports shoes. The share of Quanzhou shoes in the international market is about 10%, while the total output value of Quanzhou footwear industry has increased from 9 billion yuan in 1998 to nearly 70 billion yuan this year.

    So what has made Quanzhou shoe industry brilliant in the past 10 years?

    "Brand!"

    The chairman of the Quanzhou footwear industry association, chairman of the board of directors of XTEP Holdings Limited and CEO Ding Shui Po and chairman of the board of directors of Anta and Ding Zhizhong CEO invariably give such an answer.

    According to Ding Shuibo introduction, Quanzhou shoe enterprises initially mostly do OEM production, do OEM how to do, output value is limited, but since making the brand, the development space of Quanzhou shoe enterprises has been greatly broadened.

    Ding Zhizhong also felt deeply about the success of brand management: "the footwear industry in Quanzhou has come all the way from the manufacturing industry to the present situation, and the success of brand management is most important."

    "The success of Quanzhou shoe industry, the role of Baotuan can not be ignored."

    Xu Jingnan, chairman of PEAK group, put forward his own view.

    Xu Yong, vice chairman of China Light Industry Federation and honorary president of China Leather Association, believes that the biggest characteristics of Quanzhou footwear industry are three: sports characteristics, brand characteristics and cluster characteristics.

    In Xu Yong's view, the development of Quanzhou footwear industry in the past 10 years has five major experiences worth summarizing: first, the integrity of the industrial chain is the key; second, the implementation of the brand strategy by the backbone enterprises is extraordinary; third, the construction of the terminal network; fourth, the spirit of quotient and the constantly innovating mechanism of "fighting hard to win"; fifth, the local government attaches great importance to it and always supports it.

    Ding Shuibo said that the financial tsunami is bound to slow down the growth of the global economy, and consumer confidence is affected. The low consumption power has led to the shrinking of the market. 2

    "The impact of the financial tsunami on export enterprises will be more obvious than that of RMB appreciation and tax rebate reduction.

    But in the face of the crisis, we still have the confidence to tide over the difficulties.

    We have a huge domestic market.

    In addition, sports shoes are daily necessities, sports shoes and clothing have been living, and the market space has been increasing.

    Moreover, most of the products produced in Quanzhou are mid-range products, and the impact of the financial turmoil will be smaller than those of high-end products.

    Ding Shuibo is still confident about the future.

    There are plenty of people who are confident about the future.

    Zheng Xiukang, chairman of Kangnai group, said that his greatest confidence came from the government. "When the crisis came, the government was very confident in the enterprise and introduced various policies to help enterprises".

    Lin Zhaojie, chairman of the Taiwan footwear industry association, said that in the next 10 years, the shoe industry is still in the mainland of China.

    According to Director Lin, he visited the local footwear industry in India, Bangladesh, Kampuchea and other countries, and found that these areas had only relatively cheap labor force, without a complete industrial chain, especially all raw materials must be shipped from the mainland of China, which greatly increased the cost.

    3: is a hot topic. First, seek survival and seek development. Lin Zhaojie believes that shoe companies should make good use of the opportunity to make adjustments to the company and how to manage and upgrade them to the important agenda of enterprises.

    In addition, in view of the shortage of shoes in recent years, director Lin believes that the use of shoemaking machines will become more and more important.

    It is the consensus of many entrepreneurs that we should better practice internal strength when we are in crisis.

    According to Ding Zhizhong, Anta has been developing at a high speed in recent years. Their strategy formulated in 2009 and 2010 is still developing at a high speed. But now they are faced with such unfavorable situation. They will adjust their strategy immediately, first of all, do a good job of internal management.

    "We must have a way to survive before we can continue to compete.

    All enterprises, big or small, have to ask themselves where their core competitiveness is.

    Then, firmly grasp the core competitiveness of their own articles, there is a way to resist risks.

    He said.

    When it comes to breaking the strategy, Xu Jingnan also mentioned "tug of war".

    In his view, the global financial tsunami has given China an opportunity to enhance its international status. Chinese enterprises can take this opportunity to enter the international market, and brands should join together in all aspects of the local economy.

    Xu Yong, standing at the height of the whole industry, put forward many suggestions to the footwear industry in Quanzhou.

    First, we should strengthen the analysis of the situation, grasp the trend, enhance confidence and respond positively.

    Second, we need to update the concept of development, for example, from the upgrading of quantity and scale to the upgrading of value-added products and technological content, from low price competition to famous brand, excellent service and high quality competition, from focusing on production to focusing on R & D, creativity and terminal network construction, changing from single market to multiple market, consolidating export market and expanding domestic demand market.

    Third, we must strengthen our independent innovation, seek new changes, seek breakthroughs, and create new needs to stimulate the market.

    Fourth, we must strengthen communication with workers.

    He further suggested that the footwear industry in Quanzhou should be upgraded and the following should be done in the following aspects: first, the park as the carrier and technology as the support to enable the dominant enterprises and the leading enterprises to enter the park, and then to activate the local SMEs. At the same time, we should pay special attention to the construction of the research institutes, trade platforms, personnel training centers, and so on to improve the core competitiveness of the enterprises and develop the headquarters economy. Second, enterprises should continue to do well in brand upgrading, improve the brand building mechanism of multi-party linkage, and constantly enhance the brand value; third, we should use capital to upgrade, support the capital operation of the dominant enterprises, reorganize and merge the domestic enterprises, and strengthen the leading enterprises so that they can play a leading role in the industry.

    4 is going to be listed on the stock market.

    Ding Shuibo said that when XTEP made a roadshow in the world this year, many investors put forward many problems that they did not expect. The problem was so strict with every detail of market sales and shop management that this forced the management of enterprises to be more meticulous.

    Ding Zhizhong believes that listing has made Anta grow from a national brand to a pparent and open international listing company, which has accelerated the integration of enterprises with the international market.

    It is difficult for any enterprise to talk about the national brand when it develops to a certain stage. In fact, after so many years of accession to the WTO, any enterprise brand must face the international standards.

    After listing, a lot of enterprises' management systems are automatically connected with international standards, and Anta's promotion in this respect is quite large.

    He said.

    Xu Jing Nan revealed that PEAK group also had the intention of going public.

    But he stressed, "listing will make you stronger and bigger, but bigger and bigger does not necessarily have to be listed".

    5 has joined hands to create a world brand. Recently, the two sides signed a cooperation agreement, which brought a bright prospect to the cross-strait footwear industry.

    Lin Zhaojie, director of the Taiwan footwear industry association, said that at present, the world's big brands do not have their own factories. Most of the world's brands are in the mainland of China, including computers, mobile phones and so on, and Taiwan funded factories have reached international level in the field of brand foundry.

    Therefore, he believes that as long as the advantages of Taiwanese shoe manufacturers in the manufacturing sector, combined with the advantages of brand and channel in Quanzhou shoe enterprises, we can create a world famous brand.

    Lin Zhaojie also reminded Quanzhou footwear industry that we should start thinking in another direction instead of wasting our mental energy in manufacturing.

    Which brand and channel are bigger?

    The two are big, only manufacturing is the smallest. "

    He said Nike and Adidas had no factories, but manufacturing links should be listened to.

    With the upgrading of market competition, brand players need to concentrate more spirit to deal with, and manufacturing will increase the cost of management and thus affect energy. Therefore, Quanzhou shoe enterprises should focus on the research and development of channel and brand, and turn manufacturing to manufacturing enterprises.

    Ding Ding Shui believes that there are many things that can be co operated.

    The pfer of footwear industry was from Italy to Japan in 60s of last century, then to Taiwan, China, then to Guangdong, Dongguan and Fujian of China.

    The cooperation between Quantai cooperation from previous investment to shoe-making machines will have more cooperation.

    XTEP is recruiting experienced senior professionals in Taiwan.

    It is a hot topic to talk about 6 the internationalization strategy and the impact of this global financial crisis on China's footwear industry are still unknown. However, under the background of global market integration, a number of enterprises are trying to internationalize their development. The Chinese footwear industry growing up from OEM is also stepping up its own brand to expand the pace of overseas market.

    Among them, casual leather shoes brand Kangnai and sports shoes brand PEAK are the early internationalization enterprises of Chinese footwear industry.

    Kangnai opened its stores in France in 2001 and began to expand its brand internationalization.

    Zheng Xiukang, the chairman of the company, said that as early as 1999, the China Light Industry Federation and the China Leather Industry Association put forward the initiative to promote the Chinese brand to the international market, hoping that in the next 15 years, three to five famous brands could play their famous brands in the world.

    He said that Chinese brands are not enough in their homes, and they should be called internationally.

    "If 10 or even hundreds of Chinese brands are heard in the world, then the whole world will feel that China's brand will become a new look for Chinese brands."

    He said.

    "With the deepening of global economic integration and the continuous development and status of China's economy, the trend of China's integration into the world is irresistible. Internationalization is the inevitable path for Chinese enterprises to go."

    Xu Jingnan said.

    From becoming the first Chinese brand to enter the NBA arena, to the sponsors of the Australian basketball team, and to the current strategic partners of the International Basketball Association, PEAK actively participates in the marketing of international events, which will greatly help the brand expand its influence in the international market.

    "

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