Promoting The Development Of Footwear Industry In Three Aspects: Inflow, Culture And Communication

At present, the macro situation at home and abroad is constantly changing, the external demand of China's footwear industry is shrinking, the export growth of footwear industry is slowing down, the domestic market is weak, the cost is rising, and the retail sales of shoes have been slowed down greatly. How can Chinese shoe enterprises face the pressure and difficulties?

She said that the pformation and upgrading of domestic footwear industry should start with three aspects: inflow, culture and communication.

Zhao Ping said that the most important thing in the pformation and upgrading of footwear industry is inflow.

The so-called inflow has two meanings:

First, design language has to flow into.

For enterprises, inflow means that the design, operation and management of all products must have an international concept. In particular, in terms of fashion, can we interpret our products in the fashion language of the world? Of course, some people will say that they are all the world now. If there are no characteristics of China, how can they have a place in the world stage? However, we are a big shoe producing country, not a big fashion country, and we have not yet controlled the right of fashion.

So, first of all, we need to understand what the interpretation of fashion in the world is. Then we can add this language to our products before we can be accepted.

Only when our discourse power reaches a certain level will we be accepted by the world if we add our understanding of fashion to products.

Second, there must be other noble brands in the world.

We know that upgrading the value added of a product is very important whether "origin" is good, and whether "blood" is noble.

Li Ping said that there is a concept in the market now called light extravagance. The so-called luxury is not a real luxury. It is nothing more than ordinary goods with relatively high added value and more expensive products, such as Mark Jacob, and many brands that women are concerned about.

The quality of their products is considered ordinary commodities, but why they can be sold so expensive, and most importantly, they all have noble "blood".

For example, the chief designer of Marc Jacobs was once the artistic director of LV, as well as KENZO (Kenzo) and Lssey Miyake (Issey Miyake). Why is it so influential in the world? When they arrived in Paris in 1960s, they were still unknown in Japan. But after working for several years in Paris's fashion production industry, they founded their own brand in the 70s of last century. At this time, the fashion industry in Japan has already made a name for itself.

Based on the above, Li Ping would like to say two points to the Chinese shoe making enterprises: first, whether the designer is "a famous actor"? If so, on the one hand, let the market and the consumers see our design, it is really an international norm; on the other hand, the designer who is "famous" will have a relatively long working background in the world fashion industry, and is relatively proficient in the application of the world language.

The two is whether the investment partners are internationalized. They have accepted the investment of big investment banks and large enterprises in China, so that their shareholders' structure and capital structure have an international lineage.

So what's the greatest advantage of having an international lineage? It's standard and pparent.

Internationalized enterprises will have a set rule for the operation of enterprises themselves, so that they will not be troubled by the direction of family businesses.

In addition, after the completion, there will be many shareholders' supervision and media supervision. The future operation will become more and more standardized. When a small mistake occurs, it will be supervised by many people. Then you only need to change a small mistake at any time, so as to avoid big mistakes.

Li Ping said that we must be a cultural enterprise and establish a psychological identity with culture.

We know that the world famous shoe manufacturers have three aspects of culture:

First, we should have a good story.

For example, the big brands like Bally, at the beginning of their birth, give people a kind of story about their mood, or the story of struggling to start their own business and struggle from an early age.

With such a story, people will have a very good recognition of the enterprise and think that the enterprise is a company that spreads positive energy.

With this positive energy, the most important thing is to implement the product.

Second, the quality of shoes.

What is the quality of Li Ping?

Which countries and the famous producing areas come from raw materials determine the good quality of shoes.

The two is work.

When this brand value is increased, more people advocate manual manufacturing.

It takes about 15 days to make a pair of shoes, which is good quality and meticulous. China has a phrase called slow work and meticulous work.

Third, there are still some requirements for consumers.

Because these hand-made shoes are too precious and too high quality, shoes can't be worn every day, and they can not be worn every other day and rainy days. They will make consumers think the quality of this product is really good.

Shoe manufacturers convey a concept in the production and sale of products, which are excellent quality and extremely high quality. Even consumers have to be careful to wear them, which is the influence of brand.

Now more and more enterprises pay attention to the Internet and pay attention to the communication, but many brands have not spread in the domestic market, and it is difficult to go international.

Then, after going out in the international market, how can it be considered as a high-end product, not a medium and low end product? It is particularly important to make good use of the form of communication.

In this era of Internet, more and more people like to communicate through friends circle, micro-blog, community and post bar. More and more people rely on or accurate information source is not from advertising. Therefore, paying attention to community communication and focusing on network dissemination is particularly important.

Communication channels such as friends circle are to use the communication between acquaintances, people will think that the news heard in the community is true in the community, so for enterprises, how to make good use of the channels of communication in the future? Both the traditional channels such as the original media and TV channels enhance the popularity, but also the reputation effect of the community is used to enhance the reputation and enhance the loyalty of consumers.

Li Ping believes that the future pformation and upgrading of China's footwear industry will be very good from the general trend, although the growth rate is decreasing year by year, but the actual growth rate is still moderate, so the prospect is very bright.

The Chinese market is an important area for the development of footwear industry. At the same time, the shoe industry should also focus on inflow, grasp the forefront of fashion, let the world recognize our fashion, become an important part of the world's fashion industry, and establish a unique corporate culture, so that consumers can identify with it, enhance brand value-added, focus on communication, enhance brand influence, and create market space for the brand.