Quanzhou Enterprises: Brand "Assists" Advance Into Russia

Russia's accession to WTO is coming soon. Footwear industry A big opportunity is coming. However, a few days ago, a person in charge of a company in Russia found that a product produced by the company was very popular locally, but few consumers knew it was from Quanzhou, China, because it was a brand of Russian middleman.

In fact, this is precisely the embarrassment of "made in Quanzhou" in the Russian market: a large number of Quanzhou products enter the local market, but few local brands can speak of Quanzhou. In the eyes of the industry, Russia is about to end its 19 year long running in the world, which is an opportunity for Quanzhou enterprises. The premise is that enterprises should re-examine the Russian market and make up for the shortage of brands.

　 Clothing shoes and hats export favorable

In August 23rd, Russia will formally join the WTO. According to Bai Ming, deputy director of the international market research department of the Chinese Ministry of Commerce, tariff reductions and other measures will give China shoes and hats. clothing The light industry has brought good results. It is understood that before the Russian light industry manufacturing is relatively weak, and these industries have maintained high tariffs, such as wool textile tariffs 12%, leather clothing tariff of 30%. After joining the WTO, the average tariff level of Russia will gradually decrease from 9.5% now, to 7.4% in 2013, to 6.9% in 2014 and 6% in 2015.

As Quanzhou's seventh largest trading partner, Russia lacks Textile footwear Bags and building materials are the dominant products of our city. The latest statistics from the Quanzhou entry exit inspection and Quarantine Bureau showed that in the first half of 2012, the Bureau inspected the 1906 batch of goods exported to Russia, and the value of goods was 94 million 280 thousand dollars, of which footwear was 52 million 900 thousand dollars, clothing was 26 million 670 thousand dollars, and mechanical and electrical products were 3 million 860 thousand dollars; in addition, wood, furniture, toys and so on also exceeded 1 million US dollars.

The industry pointed out that once the Russian tariff is reduced, it will undoubtedly reduce the export cost of our enterprises and further increase the export of superior products.

The market is in the period of brand formation.

"Chinese businessmen have been keeping an eye on exports from Europe, America and Southeast Asia, and now they have formed brand forts and fixed distribution networks. It is very difficult for brands to enter again. As a superpower that has not yet been well developed, the situation in the Russian market is totally different. Constantine, senior advisor of the Russian Federation of small and medium enterprises, and other experts said that this is a place where Chinese businessmen can still start from scratch.

"80% of Russian wholesale market products come from China, but few brands of their own brands. Chinese enterprises, including Quanzhou enterprises, export to Russia mostly low-end products, which are cheap and therefore have limited profits. Among them, there are the reasons why middlemen keep their prices down, and there are still some misunderstandings in enterprises' understanding that only cheap products can survive here. Chen Cangsong, Secretary General of Fujian chamber of Commerce for textile and garment export, told reporters that anyone who has been to Russia knows that it is a very fashionable place, whether rich or poor, who are very particular about fashion.

With the increasing income of Russian residents, their demand for high-end clothing has increased rapidly. According to a survey, 10% to 15% of Russians have the ability to buy brand-name high-end clothing. "At present, there is little monopoly of big brands in Russia, and it is still a time when everyone can divide the cake. Anyone can become a big brand in the future." In Chen Cangsong's view, the Russian market is in the stage of brand formation.

"Star + advertising" marketing is very effective.

"Many Chinese enterprises do not have strong brand awareness and feel that they are too tired to play brand. In this way, a vicious circle can be formed. Chinese manufacturing can only compete with the low-end market, and become a synonym for low quality and poor quality over time. " Cai Guiru, President of the Russian General Chamber of Commerce, said, "in addition to improving the quality, it is also necessary to establish a brand. Chinese goods should be established in Russia for a few hundred years, playing their own fame. Russians believe in advertisements. Both Koreans and Japanese are successful in advertising and then pushing commodities. This experience is worth learning from.

"Star + advertising" has made Quanzhou's corporate licensing movement. As a brand capital, under the background of the depressed market in Europe and America, the spring enterprises should dig deep into the Russian market, and the brand strategy is the most critical step. Insiders said. In fact, before that, the brand of Quanzhou shoes, including Anta, global, XTEP, PEAK and so on, has begun to appear in large shopping malls in Russia more and more. At present, nearly 200 Quanzhou enterprises have set up offices in Russia.