Home >

China Needs A Real Shoe Show - Pearl Shoes Exhibition

2014/5/21 11:04:00 44

??? 日本語 Fran?ais English 中文

China is the world's largest "a href=" http://www.91se91.com/ "target=" _blank "shoes" /a "class production country (annual output is about 14 billion pairs), and is also the world's first footwear consumer country (annual consumption is about 4 billion pairs, the remaining 10 billion double sales), no one has any objection to this.

but it is unthinkable to say that such a huge production and consumption market does not have the same huge shoe exhibition to promote fashion and paction marketing.

The reality is: over the past 20 years, China's economy has made rapid progress. The development of many things is indeed unthinkable and can not be explained by common sense.

footwear industry, people always think that in several Chinese shoe industry, every year there are many shoe exhibitions, such as Guangzhou Pazhou Exhibition, Houjie GDS shoes exhibition, Jinjiang Quanzhou shoe exhibition, Wenzhou shoes exhibition, Wenling shoes exhibition, Qingdao shoes exhibition, Chengdu shoe procurement season, Huidong shoes exhibition, etc., and the annual two fair trade fair, shoes are also an important item. How can we say no shoes exhibition?

People who have participated in or visited the above exhibitions can recall that in the exhibition of the main footwear industry in China, except for the Canton Fair, the rest can be changed to < a href= "http://www.91se91.com/" target= "_blank" > shoe machine /a > shoe material exhibition, because the proportion of finished shoes is low, which may occupy less than ten percent of the booth.

Most of these exhibitions provide various kinds of shoemaking machines and shoe manufacturers, and have the opportunity to issue new products. Buyers and buyers of shoe machines and shoe materials come to see the exhibition.

For a large scale, leading and shoe-driven shoe and shoe products industry, the participation rate is so low that it's just a foil. It's really unbelievable!

besides the Canton Fair, shoe manufacturers rushed to participate in the exhibition, but most of the buyers came from the small consumers of the three world, such as Africa and the Middle East.

The Canton Fair is the largest trade fair in the world every year, but for shoes, this is a big exhibition.

besides, in the past two years, there have been exhibitors in Beijing and Shanghai, who have taken up the banner of attracting investment, and have called for the footwear manufacturers to participate. However, most of them have been reduced to leather goods, < a href= "http://www.91se91.com/" target= "_blank" > leather "/a" products exhibition. The reason is that no buyers of finished shoes appear.

, then, what causes this phenomenon? If we deliberate carefully, we will find that there is a skeleton in it.

first we must point out that before China's reform and opening up, the shoe making industry and the consumption power of shoes are negligible, leaving the mainstream of the world very far away.

It was not until 1987 that the Taiwan shoemaking factory, Baocheng and Haifeng leaders entered the mainland and began to surge. All the Taiwanese businessmen and shoe factories performed a "Taiwan out" record, and they crossed the Taiwan Strait collectively and pplanted the entire shoemaking industry to mainland China.

Taiwan businessmen not only bring machine and equipment, mass production of shoemaking technology and management, but also bring the main customers in Europe and America together with the keen observation ability and fast follow-up ability of the world fashion.

After 25 years of development, the rapid development of shoemaking industry in China is just like the development of the whole Chinese economy in 25 years. It is too fast and unprepared for P.

As far as scraping is concerned, many things can not be quickly digested, but can only be eaten by Hulu jujube. The hardware is far more than the development of software.

As we all know, the technology of pplanting shoes is not difficult. With the diligence of Chinese people, it soon learnt, but when it comes to sales, it is quite another matter.

first look at export sales. Almost all of them are OEM (OEM), and the number of customers will be produced.

Production control strict and precise factory, even do more than one pair of cases will not happen, but how to marketing in the market, how to promote brand awareness, do not say that Lu does not understand, do four or fifty years of Taiwan funded factories do not understand.

look at the domestic market. In the early stage, as long as the shoes are slightly fashionable, dealers are rushing to buy, hot, and manufacturers are rushing to make money. There is no need to consider the so-called marketing technology at all.

Brand 32 starts, then it still needs advertising and promotion. 25 years later, it is hard to find out now. Inventory is piling up. Why is it so?

the biggest problem is that since the new method has not yet been learned, or even does not know there is another set of methods, use the old one.

Shoes wholesale stalls business is the rise.

When the development of large brands, stalls sales have been unable to work, began the so-called self opening "order meeting" stage.

The big brands started sending shoes to retail outlets nationwide, and seemed to be doing well, but the more difficult it became.

Some small brands, because of this way, spend too much and collapse early.

Now, because this sales method is still struggling, most of them are maintained in the way of export subsidizing domestic sales.

{page_break}

individual shoe manufacturers or brands may never understand why the "order meeting" will be a problem for many years in this industry. There are several fatal injuries in the sale of this way. Let me describe here:

1. no matter what brand, no matter how big the Development Department of the brand is and how to catch the fashion trend, it is the decision and view of a few people.

This may be quite different from the popular trend perceived by the consumer in real sales.

To solve this problem, most shoe manufacturers today adopt a conservative approach. When they first shop, a single shoe is first put on shelves. When they find the best selling shoes, they make up a large quantity in the rush hour.

Some brands are complacent in the shortest possible time.

However, from a long-term perspective, this way has done great harm.

The first thing to do is to rush to replenish the goods and solve the problem on the surface. In fact, the cost of intangible goods is very high, and the quality is not guaranteed. Secondly, because of the violation of the interests of most supply side shoe factories, the OEM factories can not cooperate with each other for a long time.

If it is replenishment by its own production line, it will also cause staff fatigue and slow down or quit work.

2. in the internal "order meeting", how can the shopkeeper, agent and franchisee from the national sales point have any vision to choose from, or are the models developed by headquarters such as "a href=" http://www.91se91.com/ "target=" _blank "designer" /a ".

The style of delivering to the retail outlets after the production is quite high with the fashion that was going to start at the time.

Because each brand is a closed door operation, the time of listing is also the same. Everyone has a high chance of making mistakes. If there is too little time to correct the replenishment, the chances of leaving a large amount of stock will be relatively large.

3. each brand, two times a year, or four orders, will cost a lot, and it will result in loss of competitiveness and competitiveness.

The above P analysis aims to illustrate that the marketing tactics adopted by the main players in China's domestic market are backward, erroneous, and very old failure marketing methods.

Advanced countries had similar practices decades ago, but they have long since abandoned them.

now the marketing method commonly adopted by advanced countries is to participate in shoe exhibitions.

In the United States, Garth has twice sold shoes twice a year, and New York has four shoe exhibitions a year, so that most of the 2 billion 300 million pairs of shoes sold in a year can be sold.

If a few successful shoe exhibitions are held in China, it will definitely replace the "order meeting" of all brands that have been combined hundreds or even thousands of times a year.

{page_break}

now, on the contrary, what benefits will a public shoe show bring to all brands or OEM factories?

1. saves a lot of money and time.

no matter from whose point of view, this is the case.

A brand can display new products at once, to its shop assistants, agents everywhere, retailers in the whole country and department stores, including the competitors, and then distribute the products of the season quickly and once.

a factory can show its strength of shoes to brands, retailers and department stores once and for all, including countless new customers, and the best buyers can be found.

Shopkeeper, franchisee, store manager and department store exhibiting staff at P point can see all the brands and suppliers on display at a time, saving a lot of time and money.

There was no way to arrange tours to countless suppliers. Now it can be seen as a dream of every buyer and an opportunity to encourage them to visit the shoe show.

2. really see the fashion trend of the season.

the so-called "order meeting" held by individual suppliers or brands can only provide buyers with individual forecasts, and the probability of judging errors is very large.

In the open and all participating exhibitions, we can see the trend of the season fairly accurately, reduce misjudgement, increase sales ratio, and ultimately reduce inventory, resulting in profits.

every time I talk to people about shoe exhibitions, the other side will ask me: Mainland's plagiarism is too strong. If we display the latest styles in the shoe exhibition, we will be copied immediately. The new money that has been developed by lots of hardships will not be wasted.

sports shoes ace Nike (Nike) has developed very sophisticated and has been plagiarized, but never asked this question. The new shoes were sold at the exhibition hall.

There are thousands of kinds and tens of thousands of new products produced every year around the world. Every year, new products fairs and conferences are held everywhere. Only in China's shoemaking industry circles will people ask this question, and they are worried about P.

Some big brands talk about this problem, which is even more stirring and ironic. This is why the "ordering society" is still popular in China, and why a real shoe show can not be born!

The answer to the "P" is simple: a public, collective exhibition has a great advantage over the concerns of these people.

no matter what, if a big brand really has a very special fashion style or design to launch, it is not willing to be open, so it can be hidden. The hotel near the exhibition hall will be displayed in the open rooms. Only a few customers will be invited to negotiate.

This way in the world's major shoe exhibition, it is not unusual.

The FFANY shoes exhibition in New York is more crisp. Most of them are displayed separately. They are only displayed at the same time and in the same city. As for the venue, the exhibitors themselves decide whether they should be in their own offices or the unified hotel suite in the organizer.

Of course, although this form can protect the privacy of products to a certain extent, its overall effect is also to be discounted.

From the buyer's standpoint, though in the same city, they have to run around, and the seller is also a "closed door show" relationship, which means giving up the opportunity to find new customers.

another common problem is: since the shoe exhibition is so useful and demanding in China, why can't anyone who has tried to run a shoe exhibition in the Pearl River Delta region in the past? It also includes GDS, the German exhibitor of Germany's duseldorf, the world's largest footwear exhibition, and the Hongkong Asian style exhibition company held in Dongguan for many years in 2010.

There are many factors involved in the failure of P GDS to run shoes exhibition in China. It is definitely not a question of whether we can run a shoe show in China. It is a case of individual error. We will analyze it in another Peditimes.com report.