How Important Is The Two Word Brand To The Footwear Industry?

World clothing shoes and hats, the textile industry has long put forward the importance of brand building.

Over the past five years, the industry and enterprises have been working hard. The strategic development goal of brand building is becoming clearer and clearer. As pointed out by Sun Ruizhe, President of the China Textile Industry Federation, brand building, which integrates three elements of manufacturing, fashion and technology, is becoming the most important "value atom" of China's textile industry.

In late September, reporters interviewed with the AQSIQ "quality improvement media" interview group went deep into the investigation of many enterprises in Zhejiang.

Along the way, the word "brand" has repeatedly been heard in the ears, intertwined with depression, heartache, pride and longing for all kinds of emotions, so that people deeply perceive the weight of these two words.

The survey found that from the automatic flexible production line to the dazzling showroom, from a milli per cent fine worker to the entrepreneur who regards quality as the life of the enterprise, what journalists see is the improvement of quality in one enterprise.

In terms of practice.

"No brand is like no culture."

In September 26th, in the workshop of Zhejiang's Sporting Goods Co., the women workers were pluning an insole into a shoe.

The same production line produces two kinds of shoes at the same time: one is the production of OEM children's shoes with a famous brand abroad, the factory price is 65 yuan per pair, it is sold to three hundred or four hundred yuan in the store, and the other one is the shoe brand of the shoe enterprise, which sells for fifty or sixty yuan a pair.

Brand value difference

"The cost of these two pairs of shoes is almost the same, but the final price is so much worse."

Yuan Wenxin, chairman of the company, sighed to reporters, "our quality goes up, that is, lack of brand.

No brand is like culture, it's too depressed! "

For the first time, Yuan Wenxin felt the high added value of the brand was in 2010.

That year, Bi Ke became the OEM manufacturer of BELLE footwear, a domestic shoe giant.

Shoes with a factory price of 40 yuan can be sold for 400 yuan in the mall after being labeled with BELLE international.

10 times the price difference let Yuan Wenxin iron to the brand.

Establish R & D team to identify market demand, identify market positioning, research and develop new products, strive to build multiple sub brands for different market segments, strengthen the mining of corporate culture and brand connotation, introduce the first domestic automatic digital multi station shoe production flexible production line, and strengthen skills training and quality awareness education for employees.

After a series of quality improvement measures were implemented, the market of Bi Ke began to expand from the three or four tier cities to the first and second tier cities.

Brand building is not an overnight effort. Only a little bit of effort can narrow the gap between brand value.

The road that Bi Ke passes is also the epitome of many shoe enterprises in Wenling.

As an important manufacturing base of Zhejiang Province, shoemaking industry is one of the main industries in Wenling. Over the past 30 years, obvious regional characteristics and relatively complete production, supply and marketing industrial clusters have been formed.

However, due to the low entry threshold of the industry, a considerable part of the capacity is lagging behind and overcapacity, but the middle and high-end capacity is obviously insufficient.

In eliminating the backward production capacity, Wenling has classified the "low and small" footwear manufacturing enterprises as the key objects of renovation, and has closed down more than 5000 small workshops.

Quality improvement is imperative.

In 2013, "National Children's shoes product quality improvement demonstration project" settled in Chengbei street, Wenling.

The reporter learned from the office of the leading group of the project that they set up brand guidance stations in various streets, and their hands help enterprises to cultivate brands.

Chengbei street is also specialized in establishing shoe brand base service center, aiming at gradient cultivation for different enterprises.

At present, the shoe industry of the city has 1 well-known trademarks in China and 9 famous trademarks in Zhejiang.

"Think about the 20 times of the gap, a little heartache."

Wenzhou Tongda Optical Co., Ltd., located in Ouhai District of Wenzhou, produces many famous international brand glasses.

In September 27th, Zhou Aisong, the chairman of the company, picked up a pair of glasses that had just made a prototype and told reporters: "the price of this spectacle is two hundred or three hundred yuan and the price is five thousand or six thousand yuan."

The face of a simple entrepreneur said frankly: "think about the 20 fold gap, a bit sad."

Ouhai, with more than 30 years of spectacle production history, is one of the five largest spectacle production bases in China. There are more than 500 glasses enterprises, which epitomize the typical "one town, one industry" lump economy.

At present, 7 of the top ten brands in the world are produced here.

"The most important thing to do for international brand is to pass the quality."

Zhou Aisong is proud to tell reporters that the completion of a pair of glasses should be completed by welding, sandblasting, carving, polishing, assembly and so on more than 200 processes, as long as there is 0.1 millimeter errors in production, it will affect the symmetry and balance of glasses.

In fact, the high requirements of international brands on product quality also boosted the production and management capabilities of Ouhai glasses enterprises.

Such enterprises as Tongda optics and octopus optics have passed the ISO9001 quality system certification, the European Union CE certification, the US FDA certification and other authoritative certification.

But companies are obviously not satisfied with bridal clothes for others.

Zhou Wen, son and Tongda optical general manager, who returned from studying abroad, talked about how to build "a century old shop" with a look of confidence: in addition to launching his own brand and buying brands overseas, he will also build chain stores in.

"The glasses industry is like the clothing industry 20 years ago, and the layout of sales channels is the key."

Local governments and relevant departments are also forging ahead with brands.

Yu Wei, chief engineer of Wenzhou quality and Technology Supervision Bureau, told reporters that in the first half of this year, Ouhai was successfully included in the list of national demonstration areas for quality improvement of spectacles products issued by the General Administration of quality supervision, inspection and quarantine. It plans to cultivate a group of leading enterprises with a driving force and create a group of influential glasses brands through 5 years or so.

"The pots you brought from Germany were made by us."

"The pots you returned from Germany were made by us.

Our quality is not bad, we are short of brands, and we should be less back in two or three years! "In the exhibition hall of ASD electric Limited by Share Ltd in Zhejiang, Chen Helin, chairman of the board, introduced to reporters a variety of models, styles and functions of their own production. Many of them were keen on" Hai Tao "brand.

ASD is one of the largest kitchen production bases in China. It is made to more than 300 foreign brands.

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Reporters learned that its manufacturing of a German brand baking tray, the factory price of 200 yuan, the market price is 10 times, while ASD's own brand of similar products to sell 500 yuan.

With the coming of the era of consumption upgrading, more and more Chinese people are willing to pay for higher quality products.

"Why are German cookers and Japanese rice cookers more popular with consumers? Because their manufacturing accuracy is very high, and the gap is often reflected in details."

Chen Helin analysis shows that although some domestic enterprises have strong imitation ability, the life, stability and reliability of products are much worse.

Quality is the life of an enterprise.

We must have craftsmen's spirit, pay attention to details and strive for perfection.

Information map, Chinese tourists buying in Japan

In the view of Lin Jun, director of R & D at ASD, there are many factors that affect the quality of products, such as raw materials, technology, equipment and so on, but all products are made by employees. Only by giving full play to people's initiative and creativity can they fundamentally guarantee quality.

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