China'S Shoe Companies Are Relying On Strength.

It is understood that in March, as the world's top footwear exhibition, MICAM ushered in the first exhibition after the outbreak of the financial crisis. Red dragonfly, the first shoe brand in China, was stationed for the first time in 40 years. It is reported that the conditions for MICAM to enter exhibitors are very harsh. The main aspects of their assessment are: technology and features, fashion and value, quality and design, brand and image, business and strength. As a national brand of China's footwear industry, red dragonfly has become the first Chinese brand to enter the exhibition for the first time on the strength of its own brand. First, the internationalization strategy is different. ??? ? ??? ? The internationalization of the Red Dragonfly Footwear industry was officially launched in 2006, and its strategy is different from other Chinese footwear brands: other brands are low-end business channels and models (mainly for Chinese shops and open shops near the middle and low income groups), while the Red Dragonfly shoe industry is dominated by mainstream commercial channels (mainly for high-end shoe cities, shopping malls, commercial streets). To enter the international first-class market with a formal brand image. After several years of matting and efforts, the Red Dragonfly shoe industry has found a channel and strategy that meets China's brand access to the international mainstream market, especially in the European and American markets. The red dragonfly has rich Chinese national characteristics in the international mainstream commercial brand circle, and there is no lack of European fashion brand image. Two, fashion attitude is different. Compared with domestic counterparts, the Red Dragonfly shoe industry set up R & D center in Italy in 2007, and is the first Chinese shoe manufacturer in Italy to set up R & D centers in China. Red Dragonfly hired several fashion designers from Italy and Spain to keep fashion information, product design and talent team in line with the highest level in the world. A kind of The establishment of R & D Information Center in Italy enables the fashion information of red dragonfly to synchronize with the world trend, and reduces the lag and errors of products in fashion, technology and taste due to the inaccuracy of information filtering and the long dissemination of information. It is in step with the trend of international trend, including products, raw materials, suppliers, markets, exhibitions, production processes, etc. Information and direction; train Red Dragonfly's own international design, craft production, information collection and analysis talents and team, lay the groundwork for the comprehensive international transformation of the Red Dragonfly brand; analyze and familiarity with the European market and global politics and consumer market, and seek a scientific and steady and fruitful international road. The establishment of R & D Information Center in Italy is a strategic vision and measure. Three, unique shoe culture characteristics. The unique shoe culture characteristics of the Red Dragonfly become the brand name card of the brand added value. The Red Dragonfly excavated, studied and disseminated the Chinese shoe culture, innovated the implementation of the strategy of "brand opening and cultural development", vigorously promoted the Chinese traditional culture, and carried on the innovation of the shoe culture as a carrier for 14 years. In October 1999, the first national shoe culture research center was set up in China; the first Chinese shoe culture culture tour group was set up in 2000; the first Chinese shoe culture exhibition hall was established in May 2001; the first Chinese shoe culture dictionary was published in October 2001; the first set of shoe culture stamp in China was issued in October 2003. In May 2005, the total area of 1500 square meters and the national investment Museum of Chinese shoes culture, which invested about 10000000 yuan, was opened at the headquarters of the Red Dragonfly Group. It has been appraised as "China's industrial economic tourism demonstration base" and "Wenzhou foreign propaganda base", which has received hundreds of thousands of tourists. In October 2005, red dragonfly organized the first China Shoes Culture Symposium, which brought together nearly 100 experts and scholars from the world on the study of folk customs and shoes culture. It attracted the attention of cultural media from all over the world, and the results of the conference were included in the annals of Chinese folk culture research. In January 2008, "Red Shoe Dragonfly" is a beautiful chapter: the first Chinese shoe culture network was officially launched. This is another important move for the Red Dragonfly Group to further promote the "Chinese shoes culture" by using the technology network. Four, technological content and strength. The first pair of sports shoes developed by the red dragonfly and Belgian famous shoe design company "Ace Kang" is known as "leading the Chinese footwear industry into the technological age". This has also become one of the keys to the first shoe exhibition of the world. In June 2007, red dragonfly worked with Ace Kang, both sides devoted themselves to the R & D and production of sports shoes. In July of the same year, red dragonfly started construction of China's first sports shoes R & D and production base in Wenzhou, Zhejiang; in September 29th, "the first pair of Chinese sports shoes" was born. At present, red dragonfly has more than 200 full-time cutting-edge footwear designers. He will continue to provide "products and information that can meet people's needs and even fantasies" as his duty to create a core competitive advantage for the red dragonfly. Through cooperation with domestic universities and colleges, in October 2006, we developed the world leading level of "3D" shoemaking technology (commonly known as "metric shoes"), becoming the first enterprise to have this technology in China. Red dragonflies have also established municipal technology centers and shoe technology laboratories, and have launched slow technology shock shoes, sports shoes and other technology products. A kind of Red dragonfly has developed a series of functional shoes such as walking shoes, driver shoes and so on. The R & D center of Italy has been set up; the laser foot measurement system and health student shoes have been co developed with the China leather and footwear industry research institute; and Shaanxi University of Science and Technology has carried out research on clean technology research, sports shoe sole pattern and function relationship, etc. In the past year, more than 30 patents have been applied, and the Red Dragonfly Group has been listed as Wenzhou R & D center, city technology center, city test center and provincial enterprise technology center. A kind of At present, red dragonfly is striving to build a first class laboratory for testing and testing in China, providing high-end inspection and testing for China's footwear industry, including comfort, breathability and other international standards. With the cooperation of universities and colleges at home and abroad, we have built many red dragonfly research and development bases with different disciplines; it will also build the first national shoe technology museum in China, and set up footwear research and development innovation fund and scholarship. The Red Dragonfly shoe technology laboratory has been built into a comprehensive laboratory which integrates basic research, new product development and sophisticated design of shoes. More shoes and hat investment information, click here to enter the responsibility editor: Wang Xiaonan