The 2023 Regional Brand (Wenling Children'S Shoes) Development Conference Of "Peace With Me And Future With Children" Was Held Grandly

"There is one of ten shoes in the world." This sentence refers to Wenling shoes. Wenling shoemaking industry in Zhejiang Province, which started in the 1970s, has undergone more than 40 years of development. Through continuous process inheritance and technological innovation, Wenling shoemaking industry has also undergone tremendous changes in the quality of children's shoes, forming a "shoe kingdom" integrating design, production and sales, with an output value of more than 30 billion yuan. And Wenling children's shoes are the stars of this "kingdom". 1200 children's shoes manufacturers have created an annual output value of about 12 billion yuan, with an annual output of more than 350 million pairs, winning Wenling the reputation of "the hometown of children's shoes in China". 　

On December 4, the 2023 regional brand (Wenling Children's Shoes) development conference of "Ten Chains, One Hundred Enterprises, Ten Enterprises" shoe industry chain in Wenling, Zhejiang Province, "Have Me at ease, Carry Children's Future" was held. The conference was hosted by China Leather Footwear Research Institute, China Leather Association and Wenling Municipal People's Government, undertaken by the Brand Center of China Leather Footwear Research Institute and Wenling Economic and Information Bureau, and supported by the Productivity Promotion Center of Leather and Footwear Industry, Marketing International Association (SMEI) and Zhejiang Leather Industry Association.

At the activity site, Assistant to the General Manager of China Poly Group Co., Ltd., Secretary of the Party Committee and Chairman of China Light Industry Group Co., Ltd An Shengjie, Duan Limin, President of China Leather Shoes Research Institute, Lu Hua, Deputy Secretary General of China Leather Association, Lin Guang, Member of the Standing Committee of the CPC Wenling Municipal Committee and Head of the Organization Department, Taizhou City, Zhejiang Province, He Youjie, former President of the School of Light Industry Science and Engineering of Sichuan University and Secretary General of the Light Industry Education Committee of the Ministry of Education, and Tan Dunxu, General Manager of China Light Industry Certification (Wenling) Co., Ltd, Li Juan, Director of the Brand Center of China Leather Shoes Research Institute, Zhang Fulan, Chief Brand Expert of the Brand Center of China Shoes Research Institute and CEO of Marketing International Association (SMEI) in China, Gao Chunli, Brand Marketing Practice Expert of China Shoes Research Institute and Secretary General of Marketing International Association (SMEI) in China, Miao Qingxian, Brand Cultivation Expert of China Shoes Research Institute and former President of Ye Maozhong Conflict Strategy Research Institute, More than 300 people, including Wang Chao, an expert in digital marketing and user growth, Yang Minggang, the vice president of the Institute of Electronic Government Affairs of Peking University and the founder of the Digital Reputation Laboratory, as well as representatives from the government, professional associations, well-known experts, excellent brand leaders, and the media, gathered to discuss the high-quality development of Wenling children's shoes regional brands.

Lin Guang, member of the Standing Committee of the CPC Taizhou Wenling Municipal Committee and head of the organization department, made a speech saying that as one of the four traditional pillar industries, Wenling Shoes has a good industrial foundation, a sound supply chain and an intelligent manufacturing level. In recent years, the Wenling Municipal Party Committee and the Wenling Municipal Government have always regarded brand building as an important support for accelerating the transformation and upgrading of the traditional shoe industry. They have joined hands with PEAK to establish an intelligent footwear production base and landed in the Wenling Branch of China Leather Footwear Research Institute, which has greatly improved the production capacity, product quality and technical level of local shoemaking enterprises. At present, the new sales model is reshaping the market format, and the new market environment forces enterprises to accelerate their transformation. It is hoped that enterprises can establish brand awareness, strengthen quality management, focus on talent introduction, promote continuous iterative upgrading of products, and enhance their core competitiveness. 　

"Poly China Light Industry Group focuses on the brand positioning of" a leader in a better life "and actively practices its corporate mission of" protecting the country, benefiting the people and pursuing excellence. "An Shengjie, assistant general manager of China Poly Group Co., Ltd., secretary of the Party Committee and chairman of China Light Industry Group Co., Ltd., said in his speech that at the critical stage of industrial transformation and the rapid rise of Chinese brands, Under the guidance of the Ministry of Industry and Information Technology's notice on brand cultivation, the Group's China Leather Shoes Research Institute gathered extensive brand innovation resources, carried out in-depth brand cultivation, introduced these intellectual achievements to Wenling, and the two sides cooperated in regional brand planning and preparation. The conference gathered authoritative experts from all sides to give advice and suggestions for the high-quality development of the cluster, which is a new starting point for the high-quality development of Wenling and even China's children's shoes industry. At the critical stage of the transformation and development of Wenling children's shoes, the Group will boost the industrial development from product innovation, technology research and development, brand cultivation, green low-carbon, digital development and other aspects, and make every effort to contribute to the power of central enterprises.

As one of the three domestic children's shoes bases in parallel with Wenzhou in Zhejiang Province and Quanzhou in Fujian Province, the label of "middle and low-end positioning" makes Wenling children's shoes full of desire for "brand strategy". As an important part of this conference, Wenling Children's Shoes Regional Brand Development Plan, Children's Shoes Group Standards, Wenling Children's Shoes Regional Brand Identity, etc. were released under the witness of representatives from inside and outside the industry.

Since this year, Wenling City, together with China Leather Shoes Research Institute, has worked out the "Wenling Children's Shoes Regional Brand Development Plan" for four months, which comprehensively completes the top-level design, clarifies the action path, establishes the grand vision of striving to become the "Children's Shoes Capital of the World", and plans three milestones to achieve this vision in stages. According to this plan, by 2035, the output value of children's shoes will reach 80 billion yuan to 100 billion yuan, and it will be built into an advanced children's shoes production area that is "leading in China and first-class in the world".

Illustration 1: Liang Yunqing, Secretary of the Party Committee of Wenling Municipal Bureau of Economy and Information Technology, and Duan Limin, President of China Leather Shoes Research Institute jointly released the Wenling Children's Shoes Regional Brand Development Plan.

The "Children's Shoes Group Standard", drafted under the leadership of Wenling Shoes and Leather Industry Chamber of Commerce, is not only conducive to controlling the quality of regional brand products, but also can guide Wenling children's shoes to develop with high quality and good price.

Illustration 2: Sheng Jianyong, President of Wenling Shoes and Leather Industry Chamber of Commerce, released the Children's Shoes Group Standards

Newly designed Wenling Children's Shoes The regional brand logo, whose main structure is abstractly transformed from Wenling initial WL, reflects the regional exclusiveness of Wenling children's shoes; The logo is composed of three figures, representing three spirits: "new quality", "new perspective" and "new hope". The symbol of children's shoes moves towards the sphere, which embodies the development vision of Wenling children's shoes of "light of domestic products, moving towards the world".

Illustration 3: "Wenling Children's Shoes" Regional Brand Logo Officially Released

In addition, at the meeting, case videos were read out for excellent brands and suppliers, and then vice presidents of Wenling Shoe and Leather Industry Chamber of Commerce jointly pressed the starter to light up the Wenling Children's Shoes Declaration of Peace. The launch of a series of brand initiatives indicates that Wenling Children's Shoes has taken another big step on the road of self owned brand breakthrough.

With the development and progress of the times, the shoemaking industry has been given new requirements and content. More and more domestic shoemaking enterprises have realized the importance of strengthening their R&D strength and are moving closer to it. He Youjie, the former dean of the School of Light Industry Science and Engineering of Sichuan University, and the Secretary General of the Light Industry Education Instruction Committee of the Ministry of Education, shared with you the application of scientific and technological innovation in the footwear industry and the future development trend from the aspects of new materials, new processes, intelligent manufacturing, etc., under the title of "Innovation Trends in Footwear Technology and Education - Science and Education Support, Down to earth, Serving the Future".

At the meeting, Lu Hua, Deputy Secretary General of China Leather Association, opened the topic with "Recent Trends and High Quality Development of China's Shoe Industry" to identify the overall trend of the industry development. He said that China's footwear industry is a highly market-oriented and international industry with a complete industrial chain and strong development toughness. The footwear industry's demand for high-quality products will continue to rise, the overall layout of the industry will be more reasonable, and the investment in design, research and development and marketing will also continue to increase. The domestic and foreign market framework will be more perfect and competitive, the number of brand enterprises and market share will continue to increase, and the future development prospect of China's shoe industry market is still promising.

　　“ Wenling Children's Shoes If you want to gain competitive advantage, you must take the lead in polishing your brand image and penetrating into the minds of consumers. When making a brand, remember to play cards randomly, and be rhythmic, forceful and resolute. " Zhang Fulan, chief brand expert of the Brand Center of China National Footwear Institute and CEO of Marketing International Association (SMEI) in China, said. At the meeting, with the title of "Helping the high-quality development of the industry and building a new potential for the brand in Wenling children's shoes region", it gave a deep interpretation of how to create "reassuring" quality, establish "reassuring" moat of consumer mentality, tap the unique culture of industry city integration, and constantly upgrade user value and brand loyalty.

"Why can Nike's' caterpillar 'and Adidas'' popcorn 'last forever? Why haven't domestic shoe companies created such a popular product?" How can domestic running shoes and basketball shoes compete with each other in the sports market with numerous foreign giants? Once PEAK Series was launched, it was warmly responded by consumers. At the meeting, Cai Weixiong, the director of PEAK Innovation Workshop, talked with peers about the development process of products under the theme of "Sports Brand Innovation from PEAK's Perspective". From the perspective of consumer communication, human sports biomechanics, shoe design and manufacturing, and material research and development, it conducts in-depth discussions from the four aspects of "sales, sports, shoes, and materials".

A successful brand How will it be strategically positioned? And how to achieve effective brand communication by arousing the emotional resonance of consumers. At the meeting, Gao Chunli, a brand marketing expert of China National Footwear Institute and the Secretary General of Marketing International Association (SMEI) in China, said, "How to do a good job in brand strategic positioning? -" Top Two "strategy!" Analyze the topic, which means that brand building needs to reconstruct category cognition, awaken the essence proposition, and then establish distinctive values; Brand commitment is the value remolding of brand value transmission; To be a brand, we need empathy and emotional resonance.

"Why can't China produce great brands? The problem itself is wrong". Miao Qingxian, a brand cultivation expert of China National Footwear Institute and the former president of Ye Maozhong Institute of Conflict Strategy, said so. Then, under the title of "Brand opportunities and golden rules of Chinese shoes and clothing", it made in-depth analysis from the perspective of the opportunities of the times of Chinese brands, the underlying logical changes of brand building, the four golden rules of branding in the new environment, and the four basic concepts of children's shoes branding. "A good brand must learn to use new media and do a good job in the market. A good brand of children's shoes must be a professional brand."

　　 Chinese Shoes Institute brand Wang Chao, an expert in cultivation, digital marketing and user growth, made a representative case study on how to build a digital global consumer link and how to conduct digital global marketing closed-loop, with the title of "How does digital marketing increase brand performance?". In its view, the future of intelligent marketing will rely on cloud computing, big data, artificial intelligence and other advanced concepts to develop intelligent and automated digital marketing tools and platforms to provide services for digital marketing, intelligent matching, intelligent tagging, intelligent acquisition, and intelligent execution.

"Today's reality of reputation management is that institutional reputation and entrepreneur groups have encountered unprecedented risks and challenges from the cognitive space," said Yang Minggang, a brand cultivation expert of China National Footwear Institute, vice president of Peking University E-government Research Institute, and founder of Digital Reputation Laboratory. Under the title of "How to Do a Good Job in Reputation Management and Reputation Risk Response for Cross border Brands in the New Environment", it has made in-depth and shallow sharing from the practical harm of digital reputation crisis, building a safe and sustainable reputation development strategic system, and sorting out the sources and characteristics of reputation security risks in the digital era. 　　

At the round table conference, Zhang Fulan, the chief brand expert of the brand center of China National Footwear Institute, and the CEO of Marketing International Association (SMEI) in China, Gao Chunli, the brand marketing expert of China National Footwear Institute, and the secretary general of Marketing International Association (SMEI) in China, Miao Qingxian, the brand cultivation expert of China National Footwear Institute, and the former president of Ye Maozhong Conflict Strategy Research Institute, Zhao Binfeng, Chairman of Zhejiang Jimi Bear Children's Products Co., Ltd., Wu Meng, General Manager of Wenling Duilong Shoes Co., Ltd., and Wu Huichao, General Manager of the Network Department of Wenling Shijifeng Shoes Materials Co., Ltd., six expert entrepreneurs told stories of entrepreneurship and brand creation from their respective fields around "taking advantage of opportunities! How do enterprises seize brand opportunities to grow again?".

The process from product to commodity is a "breathtaking leap", while the process from commodity to brand is also a "breathtaking breakthrough". It is believed that through this ideological event, Wenling children's shoes will achieve a leap from quantity to quality by expanding the brand, increasing profits, and seize the brand opportunity to make "Wenling children's shoes · The choice of peace" famous around the world and make "Wenling children's shoes brand" shine in the world.