Foreign Trade Shoes To Fight For Domestic Sales &Nbsp; Brand And Channel Become The Biggest Obstacle.

November 3rd news recently, the European and American shoe market order recovery is slow, and the appreciation of the renminbi and raw material prices and other multiple factors, domestic shoe enterprises are facing a new pformation.

Zhu Yulun, chairman of the elegant Exhibition Service Co., Ltd., according to his understanding, although there was a sudden increase in the export of shoes products in Dongguan in the first half of the year, it was mainly because the European and American customers had sold almost the same amount of stock in the previous period. To temporarily replenish orders, it was likely to be a rebound rather than a reversal. The export prices of Dongguan shoes were still falling.

"The shoe market is changing, and the European and American markets are relatively saturated.

However, these enterprises encountered many difficulties when they turned to seize the domestic market.

Dongguan shoe enterprises have been engaged in export sales for a long time. They lack experience in branding operation of domestic brands, and they do not know much about domestic sales channels. Moreover, export brands are not well-known in China, nor are they familiar with mainstream domestic sales channels.

In many enterprises that export to domestic market, weak brand operation ability and weak channel construction are the important obstacles that restrict the pformation of enterprises.

Lack of brand cultivation environment

At present, the domestic market has basically been carved up by BELLE, Lining and other domestic brand shoe enterprises. China's export shoe enterprises are turning to domestic sales, not only to face these "strong enemies", but also to encounter fierce offensive launched by foreign brands.

Qi Yaochang, chairman of Dongguan Yisheng shoe industry Co., Ltd., reflects that when exporting is going out of the container, it is very difficult for a store to sell several pairs and dozens of pairs a day, and the department stores are also very realistic. They do not give the brand cultivation period at all.

Chu Xiuqi, President of the Chinese Department Store Association, said that during the field trip in Dongguan, these export shoes factories had competitive advantages in manufacturing, independent design, research and development, but they were weak in brand and channel.

The association is also promoting innovation in department stores, considering recruiting some export oriented enterprises to avoid homogenization competition in department stores.