Domestic Shoe Industry Urgently Needs To Return To A Healthy Development Road

January 4th, 2010 for domestic

During the global financial crisis in 2008, many small shoe companies in China lost their orders. They had neither brand nor ability to develop. They had difficulty in surviving in the industrial chain.

And those medium-sized enterprises that are small in size, face up to some mature markets, and are also faced with the dilemma of lacking brand support and being difficult to compete with their rivals, and really want to open up those markets like chicken ribs, which may be faced with a market predicament with high cost but little benefit.

Nowadays, there is a serious homogenization phenomenon in the shoe product market. Many shoe makers plagiarize me, and I imitate you, causing the market environment to become worse and worse.

Some shoe companies invest a lot of money and energy in R & D, strive to create unique products with new technology to win the favor of consumers, but are unscrupulously grabbed by some unearned shoe companies, and then use these technologies to make profiteering on their products, and those shoe manufacturers that have worked hard to create technological achievements fail to apply for intellectual property protection, so they can no longer lose their dominant resources.

Not only that, many new marketing tools have been launched, but also become the object of imitation of many brands.

For example, on the CCTV advertisement, gathering sports marketing of major sporting events in China, even last year's Beijing Olympic Games, many sports brands in Quanzhou competed in imitation and signed overseas Olympic delegations. At that time, all kinds of LOGO appeared on the athletic field and athletes' costumes.

If we want to make the shoe industry return to the road of healthy development, we must get rid of this phenomenon of "homogenization".

After more than 100 years of development, many Western brands have become the birthplace and benchmark of world brands. Among them, as a global renowned Nike brand, its brand building and communication with consumers are worthy examples of Chinese brand learning.

Voight: ensuring enterprises to enter healthy development track

In 2008, the Putian government tried to push Voight into the gem, but at that time, the profits of the enterprises were not very high. Moreover, the domestic shoe brands were facing a new round of shuffling process. Voight had not yet fully grasped how much capital resources he had, so in the end, Voight did not go to the market.

Although listing means doubling the assets several times or even tens of times, Cai Jinhui is not in a hurry to go public, because he wants to ensure that enterprises can enter a track of sound development. In the past two years, Cai Jinhui has been improving all aspects of Voight to create a listing for the main board.

Voight has undertaken the platform of Putian base for shoe making technology development in Fujian Province, and now the whole management mechanism is constantly improving. Voight expects to grow faster in 2011, and enterprises will increase their channel construction efforts.

Today, there are about 1400 stores in Voight, with less than 1 billion yuan in sales. Voight's goal is to strive for five thousand stores in 2015, with sales exceeding 2 billion yuan, which is a challenge and test for Voight.

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Technological innovation is the key.

Influenced by many factors, such as rising labor costs and RMB appreciation, the footwear industry is deeply in the "vicious circle of increasing orders and decreasing profits".

In this case, some shoe companies are eyeing the domestic market.

"Now, for some very far, very troublesome export orders, we prefer to give up and concentrate on domestic sales and brand building."

Cordes, director of the International Co., Ltd., Wang Wei, said that the threshold of shoemaking is low, and the competition at the price level can not go far. "There will be more shoe companies going bankrupt in the future, which is inevitable."

But Wang Wei also frankly said that there are many difficulties in the pformation of shoe enterprises from export to domestic sales. They not only invest heavily in a long period of return, but also face competition from domestic and foreign brands.

"At present, many shoe companies rely on OEM to maintain their own brand."

"Private brand building is a long-term process. In the face of mature domestic and foreign shoe brands, Chinese shoe enterprises must break through through design and innovation."

Zhu Yulun, chairman of the exhibition company limited.

Brand is the guarantee of the quality of an enterprise.

Brand is the guarantee of enterprise quality and the key to enhance market competitiveness.

In 2009, the world brand laboratory released the list of China's 500 most valuable brands, and 4 Chinese leather shoes brands entered the list, namely BELLE, AOKANG, red dragonfly and Daphne.

With the release of effective consumption demand and the upgrading of consumption, consumers tend to be individualized, fashionable, leisure, avant-garde, fashionable and nationalized, and consumers of different culture, income, age and status will have different brand choices, price choices, style choices, style choices and timing choices.

The era of industry brand and market segmentation has arrived.

This brand and market segmentation are not only limited to varieties, grades, and further subdivision of regions, but also to deep subdivisions characterized by product style and consumer segmentation.

Under this background, the footwear enterprises in the future will gradually adjust the product mix, improve the quality and grade of products, and increase the added value of products.

We should realize the competition from the output of products to the output of capital and the output of brands, and to participate in the world's big market with excellent quality, reasonable price and international brand.

If today's market and major brand shoe enterprises start to do something different, we must break the old inherent mode and not be blinded by empiricism.

If we want to change the market and brand positioning, enterprises must seriously study new sales ideas and products.

In the era of homogenization, there are quite a number of processing enterprises in China (many of them are processing partners of world brands). Product design and quality are no longer concerned. The problem is how they can find differentiated competitive strategies and how to make their brands enter the minds of consumers. This is the puzzle of shoe companies.