Shoe Enterprises Break Into Shoe World Cup To Achieve The First Zero Breakthrough

March 4th -7, 3 Milan international shoes exhibition hall.

Wenzhou shoe brand red dragonfly, a new face from China, has just made a strong reaction.

While shocked, Italy and Spain congratulated the Chinese brands on entering the world's leading footwear brands.

"In the past 40 years, the Milan international shoe exhibition has been controlled in the top international brands, and even the general brands of Italy and Spain can't get in."

Yesterday, Wenzhou leather industry association secretary general Xie Rongfang heard the news, specially called to congratulate.

"Red dragonfly has realized the dream of Chinese shoes for years, and has produced the national brand of China."

Xie Rongfang said, in the global financial tsunami, China's shoes foreign trade declined significantly. At this time, red dragonfly entered the ranks of international top brands.

This top-level exhibition has always been a game of developed countries. Milan International Footwear Fair (MICAM), the world's top footwear exhibition, is equivalent to the shoe industry's "World Cup".

The exhibition will be held two times a year.

Each exhibition, the site's brand booth is mostly closed, very mysterious.

Visitors were told not to take photographs so that no one would secretly "clone".

In the past 40 years, the Milan international shoe show has been like a game in the developed countries of Europe and America.

The reason why Milan international shoes exhibition is so difficult is that it has almost harsh conditions for exhibitors.

For example, the design of shoes needs to represent the cutting-edge level of international fashion, with its own craft characteristics and superior quality, and enterprises and brands have considerable strength.

In the first half of last year, the Red Dragonfly submitted an application to the Milan International Footwear Exhibition Organizing Committee.

The expert committee of the organizing committee has been accreditation for almost half a year, and finally approved it at the end of last year.

Why does the Red Dragonfly create the first "Red Dragonfly internationalization strategy" and most Chinese footwear brands are different?

Luo Zhigang, assistant president of red dragonfly, said that other brands usually go to low-end commercial channels, such as opening stores in the vicinity of Chinese gathering areas and low and middle income groups.

The red dragonfly is the mainstream commercial channel, the main sales channels are foreign high-end shoe city, shopping malls, commercial street and so on.

With the internationalization strategy, red dragonfly put forward the idea of "European design and made in China" and invested huge amounts of R & D funds.

In 2007, the Red Dragonfly two hundred million yuan set up a R & D center in Italy, and hired a number of Italy top footwear fashion designers to participate in the design.

Moreover, the Red Dragonfly also has complementary advantages with Belgian famous shoe design company Ace Kang and Italy famous shoe brand Laglio.

The style displayed on this Milan international shoe exhibition is designed by the top Spanish designer team. It is understood that the cost of hiring an international top designer can invite at least dozens of ordinary designers in China.

On the material selection, more than 200 leather shoes on display are all made of high-grade leather imported from Italy and Spain.

Such a pair of shoes, the domestic market price of at least one thousand or two thousand yuan.

46 foreign companies have to cooperate with the red dragonfly. This shoe exhibition has more than 1600 exhibitors, mainly from Italy, Spain and other developed countries in Europe and America.

During the exhibition, there were 46 foreign companies that actively asked for cooperation with red dragonfly, and 38000 pairs were sold at the scene, worth 1 million 500 thousand euros.

"For the first time, it is still very uneasy to see Chinese brands at the top international exhibitions.

After communication, you find that your quality and design are not inferior to those of other high-end brands.

Samansa, from Lyon, France, said he decided to go back to the sale of Red Dragonfly shoes.

Mr. Zhou, vice president of Italy Chinese Chamber of Commerce, is very excited.

He said that the red dragonfly was fighting for a sigh of relief for the Chinese, and was preparing to set up a red dragonfly franchise store.

Xie Rongfang, Secretary General of Wenzhou Leather Industry Association, said: "China must develop from a big shoemaking country to a strong shoe making power.

Now is the shuffling stage of the pformation and upgrading of China's footwear industry, and the red dragonfly has brought a good head.

Xie Rongfang also believes that the entry of China's middle and high grade shoes into the EU can greatly stimulate consumers' desire to consume and help the EU market get out of the predicament of weakness.

"Because of the same grade leather shoes made in China, the price is less than 1/10 of those in Europe and the United States."

More clothing investment information, click here to enter the responsibility editor: Wang Xiaonan