Domestic Small And Medium-Sized Shoe Enterprises Should Pay Attention To "Smiling Curve" When Spanforming.

December 8th, the world footwear industry The development forum is held in Houjie town. Experts from shoe industry from all over the world talk about the future development of footwear industry. In this forum, spanformation and upgrading have become the consensus of experts attending the meeting.

Shoe industry is a traditional labor intensive type in China. industry Some small and medium enterprises have always been dominated by OEM, so that China has always been international A large producer of footwear. In the past two years, sensitive words such as financial crisis, shortage of labor and rising raw materials have shrouded the labor intensive enterprises, and the domestic shoe industry has also been greatly affected. Faced with difficulties, many domestic shoe companies have chosen to upgrade.

Enterprise spanformation is not a day's action. It needs a perfect R & D team and sales system. At the same time, we should pay attention to "smile curve". The so-called smile curve refers to a curve of smiling mouth type, with both ends facing upward. In the industrial chain, the added value is more reflected in the two ends, and the lowest added value in design and sales is in the middle. The same goes for the shoe industry. Because of the rising cost, domestic shoe manufacturers need to migrate continuously to get low-cost labor. The internationally renowned shoe brands distribute the production system to all parts of the world, but the R & D department has always been located within the country. The Chinese shoe industry should focus on Design, brand sales and other factors, and aim at the middle priced consumers. As soon as possible to the footwear manufacturing industry.

Enterprise design is crucial

As I have mentioned before, "smile curve" focuses on design and sales. R & D is the first process of footwear products, which determines the production and market share of enterprises. Therefore, enterprises must not be overlooked.

As the consumer goods closely related to the daily life of consumers, the footwear industry is highly sensitive and diverse to the fashion color, quality and comfort of shoes. The enterprise design team must consider all aspects when designing shoes. According to the insiders, the level of color research and the awareness of color planning and integration in China's footwear industry are weaker than those in the international industry. At the same time, personalized consumption has become the mainstream. Simple, unintension product color design will be ruthlessly abandoned by consumers. In the long run, only the product of color planning and design based on the psychological needs of consumers can win the market.

Enterprise brand needs to be gradual.

Many consumers often choose famous brands when buying shoes, such as women's shoes giant BELLE, Daphne, sports brand Lining, Nike, ADI, etc., not only the appearance and price of shoes, but also the brand problem. It is precisely because these international brands that are well-known for decades have been recognized and affirmed by consumers.

From this we can see that the brand of a company can not be strong and big in a short time. It needs a step-by-step process. Experts in the industry say: "many people are discussing whether the shoemaking industry is a traditional industry or a technology industry. In fact, as long as innovation is changing, the shoe enterprises that focus on technology are technological enterprises, whereas on the contrary, they are traditional industries. The essence of the spanformation of production enterprises is scientific production. First of all, we must do the foundry link, that is, OEM, and then strengthen the design, do ODM, and develop global trade. After the change from passive order to active order, if we can do it well, we will start making brand again. The success of Italy shoe brand benefits from the cultural, technological and industrial accumulation of Italy's gradual spanformation. Therefore, China's footwear industry should also be gradual. "

With the continuous development of society, more and more Chinese shoe enterprises recognize the importance of brand. Companies like Hengda, AOKANG, Kangnai and other enterprises have established a relatively sound brand system, and become well-known trademarks in China. More and more consumers are welcome. They will become the backbone of China's footwear industry.

To sum up, at present, domestic shoe enterprises have accelerated the pace of spanformation and upgrading, and the "smile curve" has also become the trend of enterprise spanformation. At the same time, the footwear industry has formed a pattern of leading enterprises to promote the common development of small businesses.