Chinese Shoe Brands Seek International Bounce To Expand The Market.

December 22nd hearing if China in early twenty-first Century footwear industry The brand's "going out" is stuck on the "product". Now, these brave Chinese athletes are looking farther, trying to " brand "On the world stage, we can create prestige and glory.

　　 Internal and external environment

All this is undoubtedly related to the past global economic crisis. Last year, "internationalization" was almost eliminated. list The most shining words of China's sports shoes industry are the words "overseas retreat". Xu Jingnan, chairman of the board of directors of PEAK group, has issued more than one view: "the global financial tsunami has given China an opportunity to enhance its international status. Chinese enterprises can take this opportunity to enter the international market, especially the entry of brands." In this crisis, Chinese shoe enterprises have strong courage and self-confidence.

However, it is obviously unfair to attribute the brave performance of Chinese shoe companies to the environment. The Chinese market has long been an international market. With the confrontation with international brands and the operation of agency brands, the local shoe brands have grown rapidly, and gradually accumulated experience and funds. Over 2 billion of sales and internationalization of enterprises in the capital market are not uncommon. Secondly, the stage of China's shoe enterprises' large-scale expansion in the country has ended. Next, we need to perfect, upgrade and consolidate, and we can enter the stage of international expansion in good time. On the other hand, the brand positioning, product and pricing flexibility of Chinese shoe enterprises due to cost manufacturing advantages will not be lost with the transfer of the battlefield, and they will still have their own sky under the coverage of famous brands. Fourthly, Chinese shoe enterprises have occupied a considerable market share in the international market, and many shoe enterprises already have the ability of global sourcing and global sales.

　　 Real motivation

Of course, the more direct reason comes from the pressure of the Chinese market and the temptation of "head start" in the international market. Internationalization is actually a helpless choice for many enterprises to seek market expansion, such as the strategy of PEAK in the past 04 years. Here, take Lining as an example. Lining is known as the "sandwich" by the industry. In the face of Nike, Adidas and other international brands and Anta, 361 degrees and other local brands, its first line market will not go, and the two or three line market will not come down. Under such awkward realities, it must go abroad to consolidate its domestic market by opening up foreign markets through international influence and professionalism. At the same time, the sports brand that takes the lead in attacking overseas markets is undoubtedly easy to take the lead and occupy the leading position. Ding Zhizhong, chairman of the board of directors of Anta group, said: "in the face of economic globalization, enterprises always have to start their own businesses and not keep their jobs. If we can't take the initiative to go out and open up the "second battlefields", and quickly improve our international competitiveness, we won't even be able to keep up with the Chinese market.

This is echoing the views of industry analysts. They believe that in the international campaign, China's shoe enterprises adopt the "military strategy" of the "brand ahead" of the Chinese shoe enterprises, mainly from their "deliberate" to create the international brand influence of the dual purpose: first, turn the brand internationalization strategy into the strategic choice of the domestic market business expansion, enhance the brand's domestic influence and height, and effectively promote sales. The outstanding performance is: Taking the activity of brand internationalization as the selling point of the public relations planning in the domestic market, causing the attention of the domestic media, forming a series of domestic public relations planning activities, and forming the media hot spots in a certain period through these activities to achieve the purpose of domestic brand publicity; and taking the brand internationalization activities as the source of the domestic advertising planning. The two is the ultimate pursuit of brand internationalization. We hope to expand the overseas market business with the help of international fame. We will enhance the competitive edge of a product and promote sales by brand awareness. We will also attract overseas distributors and give market confidence.

　 Skepticism

Prof. Zeng Lu, vice president of the school of Business Administration of Huaqiao University, has made a statement. "Hit the nail on the head" has pointed out that the essence of a number of Quanzhou sports brands to excavate NBA resources is to feed the Chinese market. He also said that the Quanzhou sports brand should not enter the international market at large at this time. He gave four reasons: "1, the domestic market is still very large; 2, local brands do not know much about overseas markets; 3, the understanding and recognition process of consumers in overseas markets to our brands is not a temporary achievement; 4, the expansion of the international market requires higher requirements for product development, market information collection and so on. {page_break}

　 This is the same as everyone's concern about the internationalization of Chinese shoe brands.

In addition, there are several key factors that will affect the internationalization of China's footwear industry. Among them, the lack of formulating and implementing the overall plan of brand internationalization strategy is the primary factor. The current director in charge of brand internationalization is simply applying the operation mode and operation experience of the domestic brand to the internationalization of the brand, resulting in the difficulty of adapting the brand operation to the needs of the overseas market, or the lack of innovation in the specific operation strategy of the brand operation, and the ability of brand integration and dissemination is obviously not suited to the strategic needs of the brand internationalization. Secondly, too much reliance on foreign agents has also affected the overall planning of overseas brand publicity. Under the influence of agents and sales area, brand publicity lacks integration. The three is the lack of integration of the organizational functions of the brand internationalization business, and it is difficult to adapt to the further expansion of the brand internationalization strategy. The organization of implementing brand internationalization strategy is mainly embodied in functional and product type. Some enterprises involved in the brand internationalization business are still scattered in the domestic business management department.

　 Necessary work

Despite the effectiveness of the internationalization of the major shoe companies, brand internationalization has not yet become a growth point for corporate profits. However, the boom in overseas expansion will affect the entire Chinese footwear industry. A few years later, China's footwear industry will face industrial transfer. How can we maintain some advantages of China's footwear industry after the relocation of the footwear industry? Let's take Italy as our teacher and take Korea as our example. In the process of industrial transfer, Italy footwear industry is constantly upgrading its industry and establishing its brand. Nowadays, although the footwear industry in Italy does not occupy a quantitative advantage, its shoemaking technology and shoes brand is still synonymous with high-end shoes, while South Korea has always been satisfied with OEM processing, and has yet to create any brand that is internationally known when the industrial advantage is lost.

After all these, the Chinese footwear industry must base itself on the domestic market, ensure the survival and development of the industry, develop the global brand and channel, occupy the international market space with the advantages of long sleeve dance, and realize the sustainable development of the footwear industry. At present, this collective exploration is king's way. It can not only alleviate the conflict of competition in the domestic market to a certain extent, but also make the group effect of mutual influence and learning promoted more effectively on the road of overseas expansion.