Dongguan Foundry Shoe Manufacturers: Self Created Brand Easy To Promote Brand Difficult

"The problem of brand promotion was rarely considered before, but now it is different!" on the 16 day, China processing trade products fair (hereinafter referred to as the "Gabon fair"), before a prominent booth, Guo Junhong sighed with a well made product brochure.

Guo Junhong is executive director of Dongguan Qiao hung shoe industry limited. Qiao Hong shoes is a company whose father has been in business for more than 40 years. He has been a European and American brand Sandal Shoe for A&F and many other European and American brands. Snow boots This is to promote their own brand.

Reporters at the scene found that such enterprises in the first session of the Gabon fair, and even many sales managers' business cards are labeled "trade manager" title.

Pearl River Delta manufacturing enterprises are gradually moving from the bottom of the smile curve to the two ends. Yesterday, the Gabon organizers released a set of data. Dongguan The output value of domestic sales increased from 133 billion 900 million yuan in 2007 to 247 billion 920 million yuan, an increase of 85.1%, and the added value tax of domestic products increased by 890 million yuan.

But it is not easy to sell abroad for a long time. From outside orders to the creation of domestic brands, the former manufacturing enterprises, like toddlers, are cautious and step-by-step.

He Yu, vice mayor of Dongguan, said at the results conference that some difficulties faced by enterprises after they were converted into domestic sales, including customs supervision, market credit environment of products and increased domestic circulation costs, needed support from relevant government policies.

　　 "It's difficult to brand promotion".

Compared with the previous orders, production and delivery mode, the creation of its own brand makes enterprises face difficulties in many aspects.

In 2008, financial tsunami The sharp decline in foreign orders and the loss of staff have become the opportunity for enterprises to transform and upgrade and create their own brands.

"At this time it was discovered that foreigners could not rely on themselves." Guo Zhengjin, chairman of Qiao Hong footwear industry, said, "I have done more than three hundred million pairs of shoes up to now, but none of them is my own brand."

So, after more than 40 years of shoes making, Guo Zhengjin, nearly 70 years old, began to build his own brand. His snow boots were named "Rock bears" and the beach shoes were called "little Mao houses".

In order to publicize its brand at the fair, Guo Junhong specially invited an advertising company in Taiwan to make a product picture album. In order to highlight the international sense, the Brazil model was specially invited to take a picture album, the book cover was printed with a two-dimensional code recognition system, and a smart phone scan could be directly connected to the company's official website. In addition, he asked the Taiwan painter to draw a colorful polar bear advertising painting and decorate the booth of the company.

"Product design, packaging, we have no problem, it is difficult to brand promotion." Guo Junhong said, to make the national consumers know this brand and get the favor of buyers with vision, it will also cost a lot, such as "video website advertising costs are a lot of expenses, and Taobao entrance promotion fee is ten thousand or twenty thousand yuan a day".

In addition to Gabon and internet promotion, as long as there are footwear professional exhibitions, Qiao Hong footwear industry No, they went to Beijing and Shanghai to attend the exhibition last year.

Last month, Qiao Hong shoes opened its first store in Houjing street shoe city, Dongguan. Guo Junhong frankly said that at present, its own brand is still in the stage of "selling domestically and domestically for sale", and has yet to achieve profitability. "In the period of brand building, we dare not invest too much at once. We need to participate in exhibitions this year to expand brand awareness." Guo Junhong said that in the long run, some of the clients who came to Shanghai during the exhibition last year have only recently contacted them.