Small And Medium-Sized Shoe Enterprises Will Enter A New Stage Of Brand Building.

Most SMEs are at the low end of the industrial chain. brand It can only be maintained by the production mode of "low cost and low profit"; most SMEs lack brand strategy and brand positioning strategy; the means of brand building are very single, and exaggerate the role of advertising to brand.

Weapon: the brand is tempered, not whitewashed; walking on two legs, on the one hand, helps the mainland brand to do the OEM; on the other hand, it can get its products wholesale distribution. market In order to investigate the preferences of domestic consumers for products, small and medium-sized enterprises can also go abroad to develop their brands, especially those with more opportunities, such as Russia, South Africa, India and Brazil.

For a long time, many small and medium enterprises in China are short of brand awareness. They can only earn cheap handmade fees by OEM production, and many enterprises compete for the market. Order And the formation of vicious competition, competing to make price, and ultimately damage their own interests.

After experiencing the financial crisis in 2008, some garment enterprises in Guangdong began to change. Guangzhou garment enterprise chief printer told reporters that after the financial crisis in 2008, they began to make two factories, one for export and one for domestic brands. This way of walking on two legs is to take the initiative to adapt to the actual needs of market development. In his view, the domestic market has a large population of 1 billion 300 million people, so the future trend is not processing, but innovation and service.

Some enterprises with transformative consciousness first adopt the way of exploring the domestic market through the way of OEM for mainland brands, and some foreign trade enterprises first sell their products to the wholesale distribution market, so as to investigate the requirements of domestic consumers for product style and quality.

For Zhuang Zhuang group, a company owner who already owns a soft clothing brand, it can provide OEM for the first line brand, and it also provides convenience for its innovation and incubation of its brand. "Keep your own designer, keep the quality of Seiko meticulous work, only in this way can you really build up your own brand." Zhuang Zequn said.

As Bao Yujun, former president of the China Private Economy Research Association, said, "the original road is not going to go down, so we need to change our living laws and live our selves." Who is the self? It's the brand. According to him, there is a leather shoes enterprise in Wenzhou, Zhejiang province. It was seen that the price of foreign leather shoes was very high, so the importing Research Institute developed the shoes of other people and made them according to the international standard of leather shoes. Why? He later realized that people only rely on the brand image of an old man, have business channels, do not need a large number of orders, and earn the brand profits.

"At the end of last year, there were about 845 SMEs and private enterprises in China, but by November this year, they reached 945, increasing by 100 enterprises in one year. At the same time, our survey last year also found that despite the impact of the financial crisis, 30% of the enterprises did not fail, but on the contrary, this is the role of innovation. Bao Xiao Jun appealed to small and medium-sized enterprises: we should promote the government's reform through our own innovation. Only in the face of crisis can we create a new world. There is no savior in the world. We all rely on ourselves to save ourselves. {page_break}

Jin Bei, director of the Institute of industrial economics of the Chinese Academy of Social Sciences, also believes that small and medium-sized enterprises that always maintain the vitality of small and medium-sized enterprises are truly competitive enterprises. And what kind of enterprise is competitive? There are strong brands. It can be said that brand is the competitiveness of people's hearts. In his view, enterprises should gradually learn to grow up in a diverse environment, because brands are tempered, not whitewashed, and good brands should always enter the calm way from the stage of whitewash. He suggested that SMEs should have a long way to go from the path of industrial growth to strong brands. Entrepreneurs must be patient.

At present, many enterprises are not short of funds. The bigger problem is: the export of products is hindered. The only way out is transformation and upgrading. In this regard, Li Wenfeng, vice president of the China Light Industry Crafts Import and Export Chamber of Commerce, has outlined some new ideas for small and medium enterprises to innovate and develop: small enterprises and big enterprises have different innovation modes. Large enterprises can create global supply chain from source to terminal in the current environment, and small and medium-sized enterprises can participate in this chain to make a supporting system for large enterprises.

In addition, SMEs can also expand their brands overseas, especially those with more opportunities, such as Russia, South Africa, India and Brazil. Li Wenfeng also suggested that small and medium-sized enterprises could transfer from coastal areas to inland areas and set up processing plants, extending from simple manufacturing in the past to both ends, and building up their own raw material procurement and R & D design system at the one end, and establishing their own marketing network at the other end. At present, many enterprises are trying to break through in this area.