Dongguan Shoe Enterprises Intensify Their Efforts To Build Their Own Brand &Nbsp, And Win The Domestic Market By Brand.

November 29th, due to the development of the domestic footwear industry, the appreciation of the renminbi, the rising price of raw materials, and foreign countries.

According to statistics, China produces more than 10 billion pairs of shoes a year, but only 3 billion pairs of domestic ones.

Therefore, although the domestic market is promising, there is room for growth, but this space is relative.

Although some people calculate the average annual shoe consumption of European and American consumers, the demand for shoes in the domestic market will be more saturated than the sum of the European and American markets, but this is obviously unrealistic.

On the one hand, our level of economic development and per capita consumption will not reach the level of Europe and the United States in the short term.

On the other hand, even if the level of consumption of the people reaches the level of Europe and America in the short term, the demand for education and housing is even more urgent. It is impossible to put the demand for wearability in the first place.

Therefore, the growth of the domestic shoe market is far from meeting the actual needs of the industry, which is also destined that many export shoe enterprises will not be smooth from the inside out road.

A large number of production capacity is difficult to digest in a short time, and then some enterprises will be eliminated, and the industry will have a new round of fierce fighting. The meager profit margins may be further compressed.

In modern commercial society, brave men are not always able to win, but only true wise men can win the big game finally.

Intensify efforts to build independent brands

Affected by various factors such as financial crisis, cost materials and trade policy, footwear enterprises should strengthen their efforts in building their own brands, and at the same time, combine with external environmental factors, and vigorously expand the domestic market, so as to ensure the sustainable development of enterprises.

To build up an independent brand and develop the domestic market, we must first have advanced technical talents, industrial resources, information systems and Exhibition platforms.

Take Dongguan as an example, does it have these conditions? According to the data, there are more than 4000 shoe making enterprises in Dongguan, more than 2000 shoe and shoe machine supporting enterprises, 3500 shoe related materials, leather, hardware, chemical and other related supporting shops, about 2000000 employees, and over 1 billion 500 million pairs of shoes per year.

Dongguan has become the most important distributing center for finished products such as shoes, leather, shoes, shoes and other related products, and has a complete supporting supply chain.

This shows that Dongguan has a very good foundation, but most of the past are doing foundry, and there is no platform to fully integrate and straighten out the resource advantages, so that Dongguan shoe industry is faced with the embarrassing situation that there are good products but no good brands.

From processing to R & D innovation

For a long time, the shoe production industry is a labor-intensive representative, usually pferring to countries and regions with low labor costs.

Dongguan is also located in the Pearl River Delta, adjacent to Hongkong and Shenzhen, becoming the preferred place for shoe production pfer, and has developed rapidly in terms of capital, equipment, technology and materials.

However, with the impact of Dongguan's urban development, industrial development and the reduction of land resources, the footwear industry in Dongguan is gradually facing the problem of pformation and upgrading.

Qiu Xiaoguang, President of the Guangdong Footwear Manufacturers Association, once said that the footwear industry in Guangdong has increasingly attached importance to R & D and innovation capabilities. Some enterprises in Dongguan have begun to explore and search for research and development of shoemaking projects, and more and more communication between enterprises. Various communications and exchanges have effectively improved the level of technology.

The footwear industry in Dongguan has started technology standardization in the fields of finished shoes, materials and parts, shoe making equipment and so on, while local professional projects such as footwear industry have also been upgraded comprehensively. This shows that Dongguan footwear industry has more and more strong awareness in the field of technology and brand building. At the same time, it also shows that Dongguan shoe enterprises have a strong sense of anxiety.

{page_break}

In view of the pformation of Dongguan shoe enterprises' management ideas and the opinions of industry experts? A Dongguan shoe enterprise believes that it is a good thing for shoe enterprises to change their direction of development and train of thought. But there is a need to have an industrial chain integration platform integrating R & D, trade, information, logistics and personnel training. Only in this way can the pformation and upgrading of Dongguan shoe industry go longer and better.

Establishment of footwear brand alliance

It is reported that in order to further promote the brand building of Dongguan footwear industry, Dongguan shoe enterprises have launched the "Dongguan footwear brand alliance" by the world footwear industry (Asia) headquarters base and Dongguan Leather Footwear Association. At present, they have absorbed 33 enterprises such as Huabao shoe industry, Jin Jin shoe industry, Huali shoe industry, Shi Yuan shoes industry, Carver industry, peninsula shoe industry, Qisheng shoes industry, etc., involving hundreds of brands.

According to the constitution of the consortium, the alliance will strengthen cooperation in mutual replenishment, overall support, production and R & D cooperation, and form a socialized, market-oriented, open, all-round and multifunctional exchange and cooperation platform to enhance the brand strength of Dongguan shoe enterprises.

Among them, in the brand building and domestic market development, Dongguan's Qisheng, silver Sheng and other shoe enterprises are outstanding.

General manager of the world shoe industry headquarters, Lu Lui Quan, said that at present, the single brand advantage of Dongguan footwear industry is not obvious, and bargaining chips with partners are relatively small, but the shoe brand alliance is different. Because of its numerous brands, it can not only meet the needs of general partners, but also focus on some large stores, and become the main businesses of the special field.

In short, under the new market situation, shoemaking enterprises should focus on improving their own comprehensive quality, starting from product research and development, channel construction, brand promotion, internal management and other aspects, comprehensively upgrading and practicing internal strength, so as to win the market finally.