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China'S Sports Shoes Sell Well In Europe And America

2008/8/27 9:56:00 27

In China, which has a history of more than 40 years and sells for only 20 yuan, the shoe has recently become the best seller in Europe and America.

According to reports, French pattsebastian discovered 3 years ago on the streets of Shanghai unwittingly, and promoted it to overseas.

At the time of signing the agreement, the Chinese representative also gave a suspicious look to the foreigner, because a cheap 12 yuan pair had been out of sight for many years in a stall, and a foreigner even thought of selling more than 50 euros abroad.

No one would have thought that 3 years later, this pair of shoes would be in a mess in Europe.

In fact, from 50s to 80s of last century, it was the golden age of China's industrial design. At that time, both toys and daily necessities had strong Chinese characteristics, though they were old-fashioned, but they were very "durable".

As far as Qingdao is concerned, the original "big golden deer" bicycles, gold anchor watches, old Zhanqiao and so on also flourished for a while.

But with the development of the times, these brands have gradually faded out of people's vision.

Why does China's own manufactured Chinese goods fail to develop well in China, but once it's in the hands of foreigners, it has become so fashionable and popular that it can even sell a high price?

This can not but arouse our reflection.

In fact, the success or failure of a brand is restricted by certain objective factors, and it will also rise and fall because of some specific subjective factors.

The question is whether we can build up a brand at the same time, be able to assess the situation, seize opportunities and expand sales channels, which is also the core of a brand's survival and development.

We all know that the added value of a brand is twice that of the product itself. This is a self-evident fact.

The same product, though its texture, type and variety are almost the same, but because it is a famous brand, its added value will be even higher.

Because the brand has a certain degree of trust and pursuit, the enterprise can make relatively high price for the brand and get a higher profit.

Take Coca Cola Co as an example, in 1999, the total sales amount was 9 billion US dollars, the profit rate was 30%, excluding 5% profits from the assets investment, the rest were almost all the high profits brought by the brand for the enterprises.

Of course, we should also see whether the creation of a brand can ultimately win the favor of consumers, and it can become fashionable. It also needs to be tested by consumers.

In the process of brand growth, the market will continue to grow, and the demand for brands will continue to grow. The brand capital of enterprises may grow or shrink, and even a brand will withdraw from the market in competition.

There is a certain risk in the growth of brand, but how to make the development of the brand keep pace with the progress of the times and adapt to the needs of the vast number of consumers through the continuous pformation to surpass its original life cycle? This indeed needs the unremitting efforts of several generations.

Because once a brand has a large number of loyal customers, its leadership will remain unchanged even though its products have been improved and replaced.

According to the overseas edition of people's daily, not long ago, actor Orlanndo Bloom, who starred in the Lord of the rings and Pirates of the Caribbean, appeared in New York, "I love you" in Manhattan.

Wearing a dark green coat, he has a pair of sneakers on the feet, which are especially eye-catching. This is China's sneakers - back shoes.

Later, Orlando changed his shape, and his trousers changed from light color to dark color. He could still abandon his snowy white power shoes.

Under the leadership of Orlando, more and more Hollywood stars began wearing the sports shoes from China.

Now, this brand has begun to be noticed by fashion circles.

The name of the brand series is also mostly from Chinese martial arts, such as the classic style called "Shaolin spirit", "mantis", "dragon dust", "monkey claws" and so on. In August this year, the high gang of Shaolin series will be introduced.

Why do we sell the same brand, the same texture, the same style and fabric on the stalls for 12 yuan, and sell 50 euros in Europe and America?

Because it is a genuine Chinese brand, it is popular among young people in Europe and America.

The reason for this is that there are both factors for European and American youth's recognition of their brands, as well as the advertising campaign promoted by the French padsbasstan and the pformation of marketing concepts suitable for young people in Europe and the United States, so as to enhance their brand reputation.

On the streets of Paris, a group of young people came out of the Brooklyn store (a French multi brand chain store). They dressed in a pair of "old" brand shoes from China.

"This is absolutely challenging the dominant position of Converse (CONVERSE) in the minds of young people."

The French version of ELLE magazine wrote in the report.

How can we revive a brand and bring forth new life?

Perhaps the back selling of sneakers in Europe and America has given us a very useful lesson.