China Is Confronting International Footwear Brands.

The technological upgrading of the footwear industry in Pakistan began in 1990s, but consumer awareness was awakened in twenty-first Century.

This is the first communication channel (media and later social media) to exert influence and drive.

The awakening of consciousness.

In the next few years, the footwear industry in Pakistan will enter a state of explosive growth to meet domestic demand and compete with international footwear brand competitors.

Service Sales Corporation is one of the largest and oldest Shoes Company in Pakistan.

Founded in 1959, it was originally a contract manufacturer of several government agencies and soon achieved independence.

It currently occupies 10% of the market share.

Bata Pakistan Limited is the biggest competitor of Service Sales Corporation, with a slightly lower market share.

Other popular brands, including Stylo, Borjon and Hush Puppies, account for another 10% of the market share.

They are all regular shoe making companies in Pakistan.

Shahid Hussain, CEO of Service Sales, thinks that, like other industries in Pakistan, the shoe industry has missed the global manufacturing industry from the west to the East.

Opportunity.

"The shoemaking industry has huge potential in exports, but because of the lack of timely global opportunities, illegal entry shoes occupy 70% of the market share," Hussain said in an interview.

"These factors are driving the increase in shoe imports, because consumer brand awareness and demand change the type of shoes, making local shoe brands face great challenges," Hussain said.

Hussain believes that people can not stop international trade. Although the government has created some advantages for domestic manufacturers through taxation, local enterprises should also strive to meet the needs of domestic consumers while expanding their exports (currently US $90 million).

In 1980s, Service Sales founded its own brand, and with several

Establish cooperative relationships, such as Nike, USA hush, Denmark ECCO.

But this partnership has not been recognized by Service Sales customers.

"The cooperation with these brands has made us realize that the high-end footwear industry is not the advantage of Service Sales, because most of our customers come from the lower middle class," he said.

"Our customers can't afford to buy these world-famous brands, so we gradually replace them with our products."

Service Sales plans to double its market share in the next 8 years (20%), and will invest 2 billion 500 million rupees in the next 3 years.

At present, the company has more than 500 retail chains.

"We will go all the way to the field of electric business, because this is the hottest selling way in the world today.