Quanzhou Footwear Industry Marches To European And American Countries

Quanzhou's footwear industry has entered a big financial crisis in Europe and America. The local competition pattern has changed dramatically.

Under the influence of the financial crisis, the footwear market in Europe and the United States has been reshuffling, and the competition pattern is facing readjustment.

A lot of Quanzhou shoes enterprises, which are sensitive to smell, have captured this opportunity. They have frequently participated in exhibitions in Europe and America in recent years, trying to make use of the most influential exhibition in the region, and seize the market share which is difficult to win by virtue of the current special economic situation.

Reporters learned from the industry that over the past two months, the world's most famous footwear exhibitions, such as the Munich winter international sporting goods exhibition in Germany, the Italy international shoe exhibition in Italy, and the international shoe exhibition in the United States, have attracted dozens of Quanzhou shoe companies to participate in the exhibition.

In addition, many enterprises are also preparing to attend the German Dusseldorf international shoes exhibition, which will be held from 13 to 15 this month. The exhibition has been promoted by the industry as the largest and most influential shoe exhibition in the world.

It is learnt that PEAK, Hongxing Erke and other brands have taken part in the big action to attack the European and American markets. A shoe giant in Quanzhou who rarely participates in European and American exhibitions will also attend the exhibition in Dusseldorf.

More exhibitors are export oriented footwear companies.

The European and American market has changed dramatically. The shoe repair stand has changed to the chain store. The winter sports exhibition in Munich, Germany, was held from February 1st to 4.

The director of the exhibition company told reporters that when we went there to see it, we found that the shoe market in Europe had changed a lot.

"From the end of last year, the shoe market in Europe began to shuffle, especially around Christmas last year.

First of all, retailers are in trouble. Many local shoe or sporting goods retailers fail.

Problems at the terminal will be pmitted to local wholesalers immediately, and wholesalers will then pass the questions to the importers.

Many enterprises have gone bankrupt in every link of the whole industry chain, and many of them are enterprises with long operating hours, large market share and strong influence on the local market.

At present, this trend in the European market is still developing. "

The person in charge said.

He said that the bankrupt enterprises will inevitably give up their original market share, and there will be a blank area in the market. Then there will be other enterprises to compete for the market cake, so the original orderly market will rekindle the flames of war and enter the era of redistribution of shares.

"The European footwear market is now at a time of market reallocation, and some people are withdrawing from the market."

He said.

The exhibition is a barometer of the industry.

This situation in the European market has been clearly reflected in the Munich winter international sporting goods exhibition held just now and the Italy international shoes exhibition.

Lin Ruochen, director of the two exhibition of Fujian Huiyuan International Business Exhibition Co., Ltd., told reporters that in the above two exhibitions, the number of exhibitors in the European exhibition area was much larger than that of the previous ones, and European enterprises attended a lot less.

"These exhibitions are usually divided into districts according to the region. For example, European enterprises are exhibiting in the European exhibition area, while Asian enterprises are in Asia.

In this two exhibitions, I found that the exhibitors in Europe are really much less, and their exhibition areas are basically full.

Because these exhibitions are the most important exhibitions in the whole European and global industry, they must be exhibited.

Under normal circumstances, enterprises that do not come to these exhibitions should have been or are withdrawing from the industry and the market.

Lin Ruochen said, "exhibitors not only have trade oriented enterprises, but also local production enterprises. The products they offer generally belong to the most high-end products in the local shoe market.

For a long time, they have firmly controlled the local high-end market.

The series of changes that took place in the European market also took place in the North American market.

"South America's Brazil, Chile, Argentina and other countries, as well as Panama, Jamaica and other countries are relatively less affected by the financial crisis, but the United States, Canada, Mexico and other countries have been greatly affected.

Therefore, the change of shoe market in North America is far greater than that in South America.

After the outbreak of the financial crisis, the Domino effect has extended to the local shoe retail industry.

A person in charge of exhibitors said.

He told reporters that the consumption situation of the North American footwear market can be seen from one side, that is, the revival of the local shoe industry after the financial crisis.

In the United States, in the past, only shoes repair stalls beside the street were being stimulated by the current trend of shoe repair, and the chain stores became more and more open.

These shoe repair vendors are about 50% more business than ever before, and this was once seen in the Great Depression of the 30s of last century.

From this side, we can see that Americans have been thrifty.

With the revival of the shoe industry, shoe retailers have closed down.

The local shoe market is also experiencing the same changes as Europe.

He said.

In the west, the Western consumers are taking off the new share, and they are bidding farewell to the high-end consumption in the European and American markets.

Many Quanzhou shoe companies are keenly aware of such business opportunities.

So this year, they have crossed oceans to find opportunities.

Reporter learned that, whether the January Italy international shoes exhibition, or the February Munich international sporting goods exhibition in Munich and the international shoe exhibition in the United States, many Quanzhou shoe companies appeared, and even the German Dusseldorf international shoe exhibition in March, there will be many Quanzhou enterprises.

Lin Ruochen told reporters that dozens of enterprises in Fujian went to the exhibition in Munich sporting goods exhibition. A large part of them were enterprises in Quanzhou. They went through various channels to participate in the exhibition, for example, some were organized by exhibition companies, others went through European and American customers.

In addition, there are more than ten Fujian enterprises exhibiting with Huiyuan exhibition company to the Italy shoe exhibition. There are 17 enterprises exhibiting in Las Vegas. Quanzhou enterprises account for a large part of these enterprises, and they do not include enterprises exhibiting through other channels.

At the end of these European and American exhibitions, there is another big change in addition to the local exhibitors.

According to Lin Ruochen, at the sporting goods exhibition in Munich, he found that European exhibitors such as skiing equipment and winter sporting goods were much less than before.

Skiing equipment is a high-end consumption in the localmarket, and the price is much higher than that of other sporting goods.

In the past, Europeans who loved skiing didn't care about spending a lot of money on these expensive equipment, but after the financial crisis, they significantly reduced their consumption.

Consumers in Europe and America reduce the consumption of high-end products, which is a great opportunity for domestic enterprises.

Because most of our products are low-end in the local market.

When local consumers reduce their high-end consumption, they will inevitably increase the consumption of low-end products.

In fact, the change of local footwear or sporting goods market is that high-end consumers tend to be low-end products. The high-end market share that originally belonged to local suppliers has begun to slowly merge into the low-end market, thus making the middle and low end market share bigger.

Our enterprises saw the opportunities brought by this market change, so they went out to participate in the exhibition.

He said.

The manager of the foreign trade department of a Quanzhou shoe exhibitor in Las Vegas told reporters that there was another reason for the enterprises to attack the European and American markets.

"When the marketing channel is being reintegrated, if you can't get to know the new channel partners, then after the market is stable, you may have a hard time standing there.

The rule of the market is that the advanced entrant wins the opportunity.

He said.

The manager of the foreign trade department revealed that in order to gain greater market opportunities, the performance of Quanzhou enterprises in the exhibition has changed its passive practice and become more active.

"Before exhibiting abroad, salesmen usually stay at their own booths and wait for customers to come up for talks.

This time, I find that many enterprises have changed this practice.

Salesmen will not only go to other exhibition areas to find customers, take them to their booth to see samples, but also go directly to the booth of local exhibitors, and directly discuss with local exhibitors.

Because these exhibitors may also become their customers. "

The manager said.

He told reporters that stabilizing old customers is actually the main purpose of enterprises to go far and wide to participate in exhibitions.

"Some enterprises did not buy the booths. They just went to the exhibition, the purpose is to visit old customers, understand their current situation, get the latest market information, and maintain hospitality relationship.

I think that at this time, the most important thing is to keep the old customers' orders.

Since these old customers can survive, they have certain strength and channel advantages. How to do well with these customers is beneficial to the survival of enterprises and the development of enterprises in the future.

In addition, for most buyers, they do not like to change suppliers at random. Generally, as long as suppliers have no problem in terms of product quality and price, they will basically maintain normal cooperative relationship.

Because at this time, it is easy for them to change suppliers easily.

He said.

In addition to obtaining orders, maintaining customer relationship and promoting brand, many enterprises in Quanzhou are going to participate in the exhibition.

Reporters learned that PEAK, Hongxing Erke and other enterprises in the Munich sporting goods exhibition has done enough brand publicity work, they not only specially installed their own booth, but also through various ways to promote their own brand.

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