Foreign Trade Is Difficult To Do, Shoe Companies Can Only Turn Collective Domestic Sales From OEM To Private Brand.

Shanghai

CEO, Zhang Xiao Ma, an electronic business platform, did not expect that when she set foot on the land in Dongguan, she was shocked by one thing, "I didn't expect foreign trade."

The survival will be so difficult that the average profit of a pair of foreign trade shoes will only be enough to buy a bottle of mineral water, and if it fails to pay attention, it will lose money and go bankrupt.

Zhang's small business platform, Duan Ma Le, specializes in fashion trend women's shoes, and the quality requirements of the products are quite high.

Duan Ma Le is pushing the "personality brand plan". For this reason, Zhang Xiao went to shoe Dongguan to inspect the supply chain to ensure the capacity supply of the "individual brand plan".

In fact, many years ago, most shoe manufacturers realized that the way to make foreign trade shoes was narrower.

Since 2006, under the impact of "labor shortage", "electricity shortage", RMB appreciation and the adjustment of the government's export tax rebate policy, the survival of foreign trade shoe enterprises has been gradually difficult, and the annual increase in labor costs has worsened. News of shutting down production, closing down and closing down has been emerging from time to time, attacking the nerves of the shoemaking industry.

At the end of life and death, a large number of shoemaking enterprises began to seek a way out, and moved factories to Vietnam, India or the central and western parts of the country with lower labor costs.

But the effect is not good. The responsible person of Wenzhou shoe leather industry association has publicly stated that Wenzhou had moved to Chongqing Bishan and Anhui Suzhou, but new problems were encountered. That is, the footwear industry chain of Bishan and Suzhou did not form, and skilled workers could hardly be recruited locally. The relocation of enterprises in the past had to move back.

The shoe companies moving to Vietnam are facing the problem of turbulence in investment environment, which has increased investment risk.

"This visit, let me know how poor the living conditions of China's foreign trade shoe factories are, and it is sad to see," Zhang said with a little emotion. "Most of them have done the job of international famous shoe brands, but due to the rise of labor costs, foreign trade lists have been snatched away by Vietnam and India, and it is difficult to relocate abroad. Employees have to pay wages, and children have to go to school, and they can only work hard."

Joint electric business

Foreign trade is difficult to do, shoe companies can only turn to domestic sales collectively, and have changed from OEM to private brand.

However, private brand involves brand building, marketing and after-sale maintenance, which requires a large amount of resources to invest, so that many foreign shoe companies that are struggling to cope with it are more powerless.

An industry source said, now the foreign trade shoe enterprises to make their own brands, with the help of the Internet can indeed reduce some of the marketing costs, but faced with the lack of professionalism and brand positioning problems, "Taobao, Tmall and Jingdong, marketing costs are not low, Tmall's annual operating costs are also several hundred thousand, the average small and medium-sized shoe enterprises can not afford."

Zhang Xiaoxiao said that she was seeing the dilemma of small and medium-sized foreign trade shoes enterprises doing their own brands but not enough. Only then did they think of launching the "factory private brand plan", "Duan Ma Le provided market resources, the foreign trade shoes enterprises released the capacity, and the two sides worked together to win."

It is understood that Duan Le is a vertical e-commerce platform in China, specializing in fashion women's shoes brand. The founder of Zhang Xiaoxiao is a young business mentor. Many years of successful entrepreneurial experience has been moved onto Shanghai TV and the first financial channel. Because of its accurate positioning and high product quality, she has attracted a large number of 20 to 28 year old college students and white-collar users, and soon attracted more than 3 million fans.

The specific content of the "factory private brand plan" of Duan Ma Le is that according to the product style of foreign shoe enterprises, Duan Ma Le determines the market positioning and plans the brand (including brand naming, registration and brand connotation), and the two sides sign an agreement. The market promotion is led by Duan Ma Le, while the factory is only responsible for production, and is responsible for product quality and after sale.

"After the cooperation, the factory can play its own strengths, while avoiding the lack of short marketing experience, saving resources, enhancing competitiveness, and finally having its own brand."

Zhang Xiao novel.

Duan Ma's "factory own brand plan" is very popular with them because they have scratched the itch points of foreign trade shoe factories. "Originally, I only inspects, is to understand the situation, but who was welcomed by the shoe companies, and soon signed more than ten cooperation agreements. Once, people have gone to Guangzhou to prepare to return to Shanghai, and have been invited back to Dongguan to talk about cooperation."