The Development Of Private Brand Has Become The Path Of Pformation For Many Shoe Companies In Dongguan.

"I have a friend who invested in Vietnam in 2006, and the 1 yuan invested at that time has now turned into 9 yuan."

Yong Du

Xu Wenxiong, general manager of the limited company, said that it is no longer meaningful to go now and the cost of labor is improved. In contrast, Dongguan's industrial chain is complete and the workers' skills are good.

After moving out of the way blocked, the development of its own brand has become a lot of Dongguan.

The road of pformation.

But private brands need to cooperate with design, R & D, marketing and so on. It's not easy to take this road well.

A few days ago, the Secretariat of the Gabon organization visited some shoe enterprises in Dongguan, or made private customization or made market segments. The technology of Dongguan workers still has advantages.

"Vietnam has not been able to do more functional shoes with high technical requirements".

In the laboratory of yondo Shoes Co., Ltd., the inspector is carrying out a tortuous experiment on a certain brand of shoes. According to the requirement, the product has 200 thousand tortuous movements without degumming.

Yong Du shoes last year produced 1 million 200 thousand double, 99% of the products are OEM, the main production of special function shoes, with anti smash, puncture, anti-static, oil resistant and other multi-purpose safety shoes, the main European and American markets, used for outdoor hunting, mountaineering and other occasions.

At present, there are not many kinds of functional shoes available on the market.

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"This type of technology requires a higher number of functional shoes, Vietnam can not do it, once a customer passed, and later came back to us."

Xu Wenxiong said that in 2010, he began to start his own business.

"A worker in Vietnam costs about 1200 yuan, 500 yuan to 600 yuan earlier, and now our factory is more than 4000 yuan.

The only difference between Vietnamese workers is low efficiency, complex technology is difficult to do well, but simple labor is no problem.

However, he said frankly, if there was still a chance for Vietnam to start in the early days of entrepreneurship, now it is meaningless and labor costs have risen.

His own brand has become one of his pformation strategies.

Last year, we began to build "JA CK".

JIE ", on the basis of many years of foundry production, and using the advantages of Dongguan's industrial chain and the mature technology of the workers, cooperate with the designer team to build outdoor leisure brands, mainly in the electronic business platform.

Unveiled the GB Expo to enhance visibility and exposure rate

Exhibition is a fast channel for shoe enterprises to start their own brands.

This year, the exhibition area of the international fashion bags and shoes and hats exhibition area has reached 16000 square meters. There are more than 300 exhibitors from all the major shoemaking enterprises in China. As many as more than 30 exhibitors have taken the special exhibition, and have used the O 2O experience to display the exhibition.

Ye Feng, the founder of Madian, said that the Lanting Pavilion series, plain series, Maple Leaf series and letter series will be exhibited this time. "The soil in Dongguan is not enough, the high-end consumer market is not enough, people are relatively low-key and pragmatic, and we need to open up cities such as Shenzhen, Shanghai and Beijing."

Through the exhibition to find partners, develop brand collection shop mode, that is, a variety of brand collection display, enhance cultural taste, change the past alone store high cost operation.

The "Damour warrior" brand will display a series of martial arts shoes, flowers and luxury series, casual shoes series.

"The main increase in popularity, the brand market is not long, need to expose themselves," brand founder Zhao Zhenpeng said.

Transformation case

"The court": private custom, a pair of shoes 1500 yuan.

Ye Feng, the founder of Macking, has 11 years of sales experience in importing cowhide. Since 2013, the company has established its own brand Macking (London), and began to study the "ancient method of erasing the color" technology, and initially cut into the high-end men's shoes.

Since 2015, several leather goods series have been developed and launched.

The R & D center is located in Nancheng, Dongguan. Private customized services include leather products such as shoes, bags and so on.

"Once participated in the Canton Fair, it may not be the same location. The number of people who ask questions will be reduced. If the golf bag is priced at 700 yuan and RMB 4000 yuan, people will be too expensive.

In fact, the price of leather material reaches 2000 yuan, followed by rubbing and carving are all manual operation, this part of labor is not cheap.

Ye Feng said frankly, the concept of private customization is being accepted. It is unrealistic to make profits in the early stage, and the products are spread through word of mouth and exhibition.

Private customization is the initial market entry of the "yitting" market. Now, the main business of "private custom" shops is gradually increasing, but it is still worth discussing about professionalism, comfort and how to make profits.

Ye Feng's view is "I hope everyone buys two pairs of shoes".

He said that private customization still has many limitations, such as geographical aspects, the service team can not keep up with it, and even the precise data with feet can not be done, so the experience of each shoe is different, so the first pair of shoes is the experience shoes.

"We first provide several standard items according to the data, let the customers choose, select one and try them on. After a month, we will adjust again.

In terms of pricing, if a pair of shoes is 1500 yuan, then two pairs can be more than 2000 yuan.

At present, the "Ma Ting" online channel includes vip.com and so on, while the offline brand adopts the brand collection store mode and enters the same store with other brands for cultural integration.

Ye Feng said that he had collaborated with the high-end shop of Chen Guoxue, the draftsman of the domestic shoemaking standard, to insert the products of the Italy into the CGX brand store of Shanghai, such as Shanghai's Hong Kong Hui square, MIG Tian Di, Heng Long Plaza in Nanjing, and the eastern suburbs of Nanjing.

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"Damour warrior": building professional shoes for martial artists

Damour, founder of Zhao Zhenpeng, is also the vice president of Dongguan Wushu Association.

His factory used to produce shoe products in the past, producing 8 million to 10 million pairs of shoe materials every year.

In 2012, he decided to create the "Damour warrior" brand, specializing in the domestic martial arts market, and developing an extended market including shoes, including shoes.

Today, the company adopts the mode of "raising outside", investing foreign processing fees into its own products, and has invested 15 million yuan in the "damowu".

This time, the "Damour warriors" will introduce the series of martial arts shoes, the series of flowers and riches, and the series of casual shoes.

Among them, the series of martial arts shoes has been launched for about a year, and there are over 2 fans in 9 months.

Zhao Zhenpeng introduced that this shoe is specially designed for the training of martial arts, according to the requirements of the bottom of the shoe, the design of the right and left slippery, the right and left slippery requirements, and the addition of three suckers can help stabilize and earthquake resistance.

In order to design this pair of shoes, 5000 pairs of tests have been made before and after. Besides Zhao Zhenpeng personally trying, he will also go to martial arts schools to promote the design of products that are most suitable for martial arts.

"More than 20 members of the design team, I will be able to Wushu alone, the basic design is me", martial arts shoes foundation requirements not higher than 5.5 millimeters, must have stability, can wrap feet, pipeline type and so on.

In addition, "Damour Wu" is about to launch a "Wu dance shoes", jointly developed by an organization in Taiwan.

At the same time, it meets the needs of practicing martial arts and practicing dance, and takes full responsibility from shoes to clothing.

On the promotion, the mode of electricity supplier and regional general agent is adopted. At present, the electricity supplier mall is being perfected, and the regional general agent requires that a WeChat group of 2000 people (local life) be built.

Zhao Zhenpeng said, "as long as 2000 people are promoting and supporting you, you can send information to all parts of the country."

Buying shoes in groups is more favorable than offline or electric mall. There are 5 regional agents.

The regional general agent is wired under experience shop, the shoes inside the store can be experienced and sold, allowing guests to drink coffee at the scene, have time to stay, and occasionally organize group meetings to promote.