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OEM Shoe Manufacturers Explore Technology And Create &Nbsp; Pform And Create Their Own Brands.

2011/6/2 15:10:00 68

Low value-added foundry starts. After many Chinese enterprises have taken a firm foothold, "independent innovation" has become their breakthrough bottleneck and the direction of thinking and development.

And the road from "manufacturing" to "creating" is not easy.

Existing OEM business and self creation

Brand management

The integration and coordination often become the dilemma of manufacturing enterprises on the road of pformation.

Many manufacturing enterprises in Zhongshan are clearly aware of the crisis, differentiated routes and channels.

innovate

Quietly become their trump card in the field of "creation".

Zhang Yuzhou, deputy general manager of Baowei, Zhongshan Baocheng group, said in the interview that Baoyuan shoemaker is the first step to differentiate into business and establish independent brand as Baocheng's sub brand.

Foundry industry? Blind creation is better than technology.

Each second produces 2 pairs of NIKE shoes, with an annual output value of nearly 5 billion yuan. The world has 443 production lines and over 60 world brands.

In May 27th, reporters visited Baocheng shoe factory, the three township of Baocheng group, which is the largest shoe manufacturer in the world.

To mention Baocheng, the parent company of Baoyuan shoe factory, the industry knows that it is the largest footwear manufacturing group in the world.

Over the years, Baocheng has been making low-key ODM or OEM manufacturing for the world's major footwear brands.

Many people do not know, Baocheng group for the world's nearly 60 brands at the same time OEM, which almost broke the practice of the industry.

This is closely related to the strategic layout of Baocheng company.

In the steady and steady processing of OEM, Baocheng also began to build a strong scientific research and design team to break through the traditional production mode of one-way purchase.

Last year, Baocheng group produced 286 million pairs of shoes, sports shoes and casual shoes accounted for 20% of the world's total production. That is to say, on average, five of the world's famous brand sneakers were from Baocheng.

Zhang Yuzhou told reporters that in 2011, the annual output of Baocheng group is expected to exceed 300 million pairs.

Channel exploration? Merge the two ends of "smile curve".

On the left, R & D, right marketing, and intermediate manufacturing - this is the "smile curve" drawn by Baocheng group.

In fact, in the form of competition in the global manufacturing industry, the left-hand R & D and the right arm marketing are always the two sides of the "smile curve", while the low value added manufacturing links in the middle link naturally fall to the low curve.

In this way, Baocheng group, which is unwilling to give up its original manufacturing advantages, has gone out of a path of differentiation.

Abandoning the paradox of "non manufacturing" or "creating", concentrating the ability of "independent innovation" on the production platform and starting a way to explore channels.

Under the background of the original strong footwear manufacturing and sales, the resources of the manufacturing and retail businesses, the timely launching of innovative business and services, and the establishment of a large comprehensive footwear chain brand named FOOTZONE (Bao Yuan shoemaker), which will create a new consumption mode, will officially enter the domestic market with the marketing form of multi brand multi brand shoe chain stores, providing a one-stop shopping experience for the consumers, and the "smile curve" of the R & D, manufacturing and brand of Bao Yuan is beginning to appear.