Domestic Shoe Exhibition Is Inaccurate, And Lacks Professional Product Shoes Exhibition.

After attending the Canton Fair, it is said that at present, all kinds of shoe exhibitions at home and abroad, members of the shoes world can also talk about their views on various shoe exhibitions.

SAST, China is the world's largest footwear producer, with an annual output of about 14 billion pairs, and the world's top footwear consumer country, with an annual consumption of about 4 billion pairs and the remaining 10 billion double exports. For Dongguan alone, one out of every 10 pairs of shoes in the world is produced in Dongguan. Although there are many industrial shoe exhibitions in China, there is a lack of professional footwear exhibition, and the time for hosting them is not in peak season. At the same time, many domestic shoe exhibitions are wrong in positioning, leaving the huge consumer market in China not to explore, but buyers are mainly buyers from abroad.

stay China There are several shoe industry cities that hold numerous shoe exhibitions every year. For example, Guangzhou Pazhou Exhibition, Dongguan international shoes exhibition, Dongguan Houjie shoes exhibition, Guangdong Huidong shoe exhibition, Jinjiang Quanzhou shoe exhibition, Wenzhou shoe exhibition, Wenling shoe exhibition, Qingdao shoes exhibition, shoes procurement season and so on, plus the annual two Canton Fair, shoes are also an important project.

Those who have participated in the exhibition or have visited the above exhibitions can recall that in the exhibition of the major footwear industries in China, except for the Canton Fair, the rest can be changed to "shoe machine and shoe material exhibition". Because the proportion of finished shoes is low, it may only account for less than ten percent of the booth. Most of these exhibitions are to provide all kinds of shoe making machines, shoe manufacturers, and the opportunity to issue new products. Shoe material The customers came to see the exhibition, but the customers who came to buy shoes were few. For the footwear industry with large scale, leading and driving shoe machine and shoe material, the participation rate is so low that it is only a foil.

Besides, the Canton Fair, shoe manufacturers rushed to join in the exhibition, but most of the buyers came from the three world, such as Africa and the Middle East. Domestic buyers also focused on small brands and shoe stores, and there were no big buyers to buy them. The Canton Fair is the largest trade fair in the world every year, but for shoes, this is a big exhibition.

In the past two years, in Beijing and Shanghai, there have been exhibitors taking up the banner of attracting merchants and calling on the footwear manufacturers to participate in the exhibition. However, most of them have been reduced to leather goods and leather products exhibition. The reason is that there are no buyers of finished shoes.

　 Shoes exhibition positioning should pay attention to the market side

Shoes are a fashion product, so shoe exhibitions must be held at the market end, not at the origin.

The American market has the Ffany shoes exhibition in the East and the Magic shoes exhibition in the West. It is a shoe exhibition for the American market. In Europe, Germany has GDS exhibition, Italy has Micam exhibition and Garda exhibition, it is a big shoe exhibition for the European market. Mexico has Sapica exhibition, which is a big shoe exhibition specially designed for Latin America.

The main shoe retailers and department stores in the US, Europe and central and South America are buying these shoes. They will never run to China to buy shoes.

As mentioned earlier, the exhibitors who used to run shoe exhibitions in China always wanted to have an export shoe exhibition in China. There are some shoe exhibitions in the Canton Fair, which are specifically for buyers from small markets in the third world, because their local market is too small to afford a shoe show to arrive in Guangzhou.

China is the largest footwear consumer in the world, accounting for twenty percent of the world's footwear sales. However, most of the industry shoe exhibitions in China are exported to foreign markets, which completely ignores the domestic market and ultimately leads to the difficulty of domestic shoe exhibitions.

　　 Catch the trend of the season for buyers

Shoes, like all fashion products, are seasonal products. They are divided into two seasons, spring, summer, autumn and winter.

A simple example is: "women wear summer sandals and winter riding boots. As we all know, that is to say, the exhibition, production and listing of new products in different seasons are rhythmic. They all have certain time windows. It's too early. The weather hasn't changed. It's too late to miss the peak season."

At present, almost all the world's most important shoe exhibitions are held at the same time interval, that is, two periods of 2-3 and 8-9 months each year in China. So far, there is hardly a so-called shoe exhibition held in these two periods. As a result, no buyers appeared at the exhibition. The exhibition without buyers. Doomed It's a failed exhibition. "

Known as the world's largest footwear exhibition organizer, GDS and Hongkong Asian style exhibition company, Germany's d'dorcdorf, have jointly held many years' Dongguan international shoes exhibition in Dongguan. The time is in May and November each year, not in the peak season, which is an important factor leading to the decline of Dongguan international shoe exhibition.

Although shoes traders get in and out every day, their peak is always in such a short time. If not for that time, the main players will not appear, so the shoe exhibition will not be completed.

The so-called "order meeting" held by individual suppliers or brands can only provide buyers with individual forecasts, and the probability of 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 and increase profits.

In addition, the order will only focus on the old customers, have limitations for developing new customers, and the atmosphere of ordering is not enough to have influence on the exhibition. It is different from watching movies at home and seeing in the cinema.

In a professional shoe exhibition, a brand can display new products to its own salesmen, agents, retailers and department stores all over the world, including customers of competitors, and then distribute the products of the season quickly and once.

At a professional shoe show, 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.