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Lead The "Da Vinci" Butterfly Effect &Nbsp; Shoe Companies Focus On Brand Innovation.

2011/7/23 13:39:00 50

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As we all know, the "Da Vinci incident" that has recently been reported by the media has already become.

brand

The industry has focused on the topic of torture. Although this kind of tagged domestic goods has been common in the Chinese market, it is undeniable that the butterfly effect caused by it has not been underestimated.

footwear industry

Important areas.

When it comes to the fact that some domestic brands are flocking to foreign brands, we have no doubt about it.

market

The question of profit.

Just like Chinese brands change their foreign labels, the advantages of low cost and high profits are highlighted.

Although this is obviously not comprehensive enough to a certain extent, it has become a universal channel for obtaining relatively high profits.

From the side, it also shows that Chinese consumers have a relatively low degree of awareness of brands. One sidedly believes that foreign brands are more desirable.

This also allows many international brands to enjoy the "super national treatment" exemption after entering the Chinese market.

"The current situation of Chinese brand manufacturing is just a crying curve, high manufacturing capability, low R & D innovation and market capacity."

"A strong manufacturing capability does not bring more profits to many Chinese brands," said a business insider.

But we can not deny that brand is not a thing that can be accomplished overnight. It takes time to grow. "

It is true that the brand of shoes in China has started several years late than the foreign shoe brands. On the one hand, there is no history of shoe companies boasting enough. On the other hand, the brand builder who is still in the exploratory stage does not have enough culture to show the power of Chinese traditional culture, so it often appears shallow and unreal in front of foreign shoe brands.

Behind these shoes are strong camps of famous brands from all over the world.

For example, in 1998, a small shoe factory in Jinjiang, Fujian registered the "Jordan" trademark in China.

Although Michael Jordan was retired at the time, the mythical figure of this modern basketball game has far-reaching influence in China.

The Jinjiang shoe factory, which has nothing to do with Jordan, has rapidly opened up the market with the help of Jordan's remaining power in China, so that some people exclaimed: "not only did Da Vinci become a Dongguan nationality, but Jordan became a" Fujian Jinjiang man "more than ten years ago.

After ten years, a lawyer in Beijing bought a pair of American Camel shoes, and found that they were fake foreign goods and then put the camel shoes in court in a rage.

Later, we learned that the trademark registration of camel shoes is a Chinese citizen, Wan Jingang, who has been allowed to register camels and icons, and has been allowed to use the trademark by American Camel International Invest Enterprise Ltd. Then he will be permitted to use the trademark by Shishi Hao Shoe Co. Ltd. by American Camel International Invest Enterprise Ltd.

"The primary purpose of an enterprise is to make money," industry experts say.

In order to cater to this consumption psychology, it is a rational choice to affiliate or register a foreign brand.

Shoe companies can benefit first, and can continue to research and innovate funds.

Second, we can seize the market as soon as possible.

It is true that the "foreign label" can not only bring huge profits, but also pay a very low cost.

However, Da Vinci's home is an extreme example. From a certain perspective, it just proves a view that Chinese consumers are still not satisfied with the products of Chinese local brands.

Therefore, shoemaking operators should learn from this lesson and turn to devote more energy to the innovation of shoes brand, and strive to entrenched in a higher market terminal.