Foreign Brands Occupy The High-End Footwear Industry, Such As "Panda" And Other Domestic Brands.

"In terms of material and even design, we actually do no bigger than the international brand, but the domestic high-end shoes are almost occupied by foreign brands, which stems from the fact that consumers are too fond of foreign countries.

I don't believe in domestic brands. "

In an interview with Nandu reporters, Guangdong Panda

Zou Lifu, general manager of Industrial Co. Ltd., is very distressed.

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During the downturn, the domestic brand appeared a round of abnormal counterattack -- to enter the high-end market.

Panda, so the exception of last year's hot dishes also strongly entered the consumer's perspective.

But Zou Lifu lamented that the brand was very long, and the early stage was painful, and investment was a bottomless pit.

In China

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Li Songzhu, director of the comfort research office of the Industrial Research Institute, believes that when local brands want to enter the high-end market, they must design ahead and have something original.

However, compared with the past consumers' excessive admiration of international brands, the arrival of personalized consumption now provides an opportunity for local brands to "split the pot" in the high-end market.

The hardships and pains of domestic brands entering the high-end market

Zou Lifu has been in the shoe industry for more than 20 years.

In 1999, he and his 3 brothers founded the China Bao rabbit (Group) company, represented Goldlion, Playboy and other international brands, and then invested in the construction of Guangzhou fortune Industrial Park, and established Guangzhou Fu Ting Industrial Co., Ltd.

As more and more Chinese elements are used in the footwear industry by international brands, Zou Lifu has launched.

"China is a big shoemaking country. In 2012, shoes produced more than 13 billion pairs, accounting for more than half of the world's total output.

China should have its own high-end brand. "

However, the dream is beautiful, but the reality is bone.

In the high-end market of shoes industry, it is rare to see the appearance of domestic brands.

"Look, these shoes are made of cowhide inside and outside. The air permeability of the shoes is very good and very light. We are not inferior to European brands in terms of technology and design, but consumers are too fond of foreigners."

The first hurdle Zou Lifu encountered was consumer education.

Apart from the consumer's perception, building a brand is indeed a very difficult process.

In 2010, despite the opposition of family members to create panda brand, Zou Lifu has invested tens of millions of pandas brand.

According to Zou Lifu, there are only dozens of pandas in the country, and the sales are not large. Most of the investment in the early stage is spent on research and development.

"R & D investment is huge, and not two days a day, such as products, we have been doing research and development for more than two years.

For example, it is two hundred thousand to make a grinding tool, but the grinding tool can not be successful once, and this part of the investment is also quite large.

Zou Lifu laughs at the fact that tens of millions of dollars are not enough for a developing brand.

"To be a brand must be able to endure loneliness. This loneliness is likely to be 5 years, or even 10 or 20 years."

Four years of persistence, let Zou Lifu feel very pleased that slowly began to get channel business recognition.

According to Zou Lifu, the panda brand has entered the friendship store system and is about to enter Tai Koo Hui.

Consumption turning, opportunities looming

Compared with the current situation of the footwear industry in China, Li Song Zhu Tan said that international brands have more advantages in design, supply, R & D system and organizational structure in addition to brand advantages.

If local brands want to take the high-end line, they must design ahead to design and attract consumers.

In addition, to be a high-end market, we must pay attention to originality.

"For example, the sole of this pair of shoes is unique to China.

For example, the panda LOGO on the vamp is on the blue and white porcelain with Chinese characteristics.

These shoes are made of Chinese mats.

Zou Lifu patiently introduced to reporters the characteristics of each pair of shoes in details.

"After combining fashion elements with Chinese culture, we find that these shoes are very popular with consumers.

For local brands, a subtle change in the wave of consumption is also providing new opportunities for its entry into the high-end market.

"Now the traditional mode has been impacted, and the future is the era of consumer experience."

Zou Lifu thinks.

According to Zou Lifu, next year, panda will vigorously push a research and development cooperative with the China leather and Industrial Research Institute to develop a long time measuring machine for consumer data.

In Zou Lifu's view, how to enhance the consumption experience by experiencing the arrival of the consumption era is a good opportunity for local brands to make high-end markets.