Chinese Shoe Companies Must Master The Core Technology If They Want To Take The Big Profits.

On August 5th, recently, domestic and foreign media widely reported that China's economy may have overtaken Japan as the second largest in the world.

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Why do apple and Toshiba share the big profits in the big profits created by iPad because they have the core technology, design and brand, and we break up because we create cheap, almost no substitute labor force in the whole value chain creation process.

A big country with 1 billion 300 million people, one has become the second largest economy in the world, and 5% is obviously not our ultimate goal.

China must have its own ability to innovate, must have its own core technology, and must have its own world-class brand.

Under the background of globalization, the position of a country in the international division of labor results in different positions in the world's industrial value chain.

There is a similar situation in shoemaking industry. In a period of time, China has been the raw material processing place of the world's major brands, mainly relying on processing trade and OEM production, relying on price competition to seek survival and development.

The survival space of OEM shoemaking enterprises is increasingly narrow and can not achieve long-term sustainable development.

Therefore, OEM shoe enterprises can only create their own value by taking the road of independent brand and using their own intellectual property rights.

However, China's shoe enterprises want to build their own brands, lack of sufficient funds and intellectual property rights protection, and lack of cultural atmosphere. All these make the brand of Chinese shoe products seem very difficult.

Close to the capital market and solve the problem of capital shortage.

For most shoe manufacturers in China, closer to the capital market is an important way for enterprises to obtain large amounts of capital.

Shoe enterprises solve the problem of capital difficulty through financing, which can really improve the operation of enterprises.

At the same time, shoe companies can also turn their attention to venture capital.

Get the favor of VC, which requires shoes enterprises have a higher corporate reputation.

The enterprise must first improve the internal strength, start from the very beginning, set the business model in advance, then test it, and finally verify it.

Have independent intellectual property rights.

In the era of knowledge-based economy, intellectual property rights, as a strategic resource for an enterprise to enhance its core competitiveness, is of unprecedented importance.

Because of the development of international economy and cultural exchanges, intellectual property rights, as a spiritual wealth and intellectual achievement, are also mobile. Therefore, the protection of intellectual property rights is particularly important.

Facing the shoe market with huge consumption potential, the major shoe companies are committed to brand building in order to fight for the big cake of the market.

Whether from product design or functional utility, or technical materials, shoe companies are investing a lot of money and energy to research and develop, and strive to create unique product personality or image with super technology, so that they can become unique in the market and attract consumers' love and purchase.

But some mercenary shoemaking companies do not shy away from the crystallization of these knowledge, and then use these technologies to make profiteering on their own products, and those shoe enterprises that have worked hard to create technological achievements fail to apply for intellectual property protection, and can only feel helpless and lose the resources that they are concentrating on.

Shoe enterprises should take effective measures to strengthen the confidentiality of technology and properly protect intellectual property rights. In the event of infringement, they should communicate with relevant enterprises in a timely manner. If negotiations fail, they should use legal weapons decisively to safeguard their rights and avoid greater losses to enterprises.

Strengthen the cultural connotation of shoe enterprises.

Brand culture is the combination of values, business values and values in the brand.

The brand with rich cultural connotations, with its distinct personality and unique image, fits the consumers' emotional appeals, stimulates the consumers' emotional experience, makes them get psychological and emotional satisfaction, causes brand preference and preference to form loyalty, thereby enhancing brand influence and effectively enhancing the huge brand added value and forming a strong brand.

Shoe enterprises should correctly locate the brand through a series of professional market research work, which is an important part of deciding whether a brand can pmit cultural information to target consumers.

Secondly, various symbols, names, trademarks, product advertisements, sponsorships and so on are also part of brand culture. Shoes Companies should excavate the attraction of brand products to consumers, improve the brand marketing mix, and pmit the brand culture to the market with the help of smooth sales channels and flexible marketing strategies, so that consumers can feel a kind of cultural emotion expressed by the brand, thus creating emotional resonance. When consumers purchase brand products as emotional support, the brand culture will be successfully established.