Quanzhou Shoe Industry Speeds Up Brand Export

Quanzhou's footwear industry, which has become an industry trend in Southeast Asia, has become famous in the international market of products. In recent years, under the influence of the great changes in the environment at home and abroad, the export mode of products has begun to pform. At present, the pace of pformation from product output to brand output is accelerating. Brand enterprises have taken a series of overseas expansion initiatives.

Expansion initiatives one: overseas branches set up early internationalization strategy of Anta, in the past few years mainly to set up branches overseas to expand.

In 2003, Anta captured the largest booth in Jinjiang street, the Hungarian Asian center. This is the first major action after its internationalization strategy.

Later, the company also set up overseas undertakings, emphasizing the development of its own brand to enter the international market, and began to set up branches in Russia, South Korea, Singapore, Philippines and other countries.

Ding Zhizhong, President of the company, has revealed that in the future Anta will accelerate the expansion of overseas markets by acquiring the top 15 sports brands.

The brand of Quanzhou Huanqiu shoes is also famous for its success in the international market.

Today, the global footwear industry has set up offices and branches in more than 100 overseas countries and regions, and has made its own brand building and marketing.

Wang Bin, marketing director of the global footwear industry, said that the focus of his future work is not on the development of new channels, but rather to rearrange and integrate the original channel resources in order to make the resources of overseas market more close to the main line of brand management.

Expansion measures two: let foreign agent brand "future Asian market expansion in the overseas market, agents and sub branches of the form will have."

For example, we made our own business in Philippines market. Now SM square in Philippines has our single store.

In Eastern Europe, we also have a single store in Hungary.

In the future, the Russian market will be our goal.

Wang Bin believes that it will be better for independent brands to expand overseas or to let foreign clients come to represent them.

He said that because of the unfamiliar considerations of local resources, customs, culture and other factors, the Quanzhou shoe industry brand will be easier to enter the foreign market in the early stage.

XTEP began its expansion in overseas markets from the wholesale market of Eastern Europe, and then gradually exported its own brand through the way of overseas distributors to act as its brand.

Today, XTEP has completed a more comprehensive distribution network in Europe, and the product has successfully entered all the EU countries. Its overseas market is dominated by foreign agents.

Expansion measures three: in March this year, the "global order meeting" was first offered by PEAK, and a new "global 2008 autumn and winter new product conference and order meeting" was held.

In addition to inviting past domestic agents and distributors, PEAK also attended more than 40 distributors from a dozen major countries in Asia, Europe, Oceania and the Americas.

At that time, Xu Zhihua, general manager of PEAK group, said that they had basically completed the laying of network in most major countries such as Asia, Europe, South America and Oceania.

According to the introduction, in recent years, PEAK has put forward the internationalization of the brand and implemented some specific measures. Overseas sales have been increasing year by year, so orders will be upgraded from "the whole country" to "global".

Expansion initiatives four: the Quanzhou sports brand that has opened stores in Southeast Asia in the form of franchised stores in Southeast Asia has at least Anta, XTEP, Hongxing Erke, Ali and 361 degrees, while overseas markets are mostly PEAK in Europe and Australia, and this year it is announced that they will enter the Southeast Asian market.

In the Southeast Asian market, XTEP has developed rapidly. It has opened stores in Thailand, Malaysia, Singapore and other places, and has drawn up brand advertising programs in Malaysia and other countries.

In 2008, XTEP will increase its brand promotion efforts in Singapore, London and New York, and encourage powerful distributors to go abroad to bring XTEP to the world.

"Southeast Asia has always been a place where Chinese and overseas Chinese are more. Many areas in the region are deeply influenced by Chinese culture, and there are more similarities in sentiment and brand culture communication."

XTEP President Ding Shuibo said.

Southeast Asia is also the main market for Anta brand to expand overseas. At present, Anta has stores in Philippines, Singapore and other places.

For overseas markets based on Southeast Asia, Ding Zhizhong said: "people in Southeast Asian countries are similar to ours, and Chinese influence is also large and geographically close.

Our future strategic direction is to take root in China, layout the Asia Pacific region, and regard the global market as a training ground.

He also revealed that in the future, Anta will open more branches in Southeast Asian countries.

Last year, 361 degrees announced that it opened its first exclusive store in Southeast Asia in Burma, officially blowing the horn to enter the international market.

The 361 degree store in Burma was established by its Yunnan branch.

After taking Burma as the first stop to enter the Southeast Asian market at 361 degree, the brand will also take Yunnan as a stronghold and open its stores to Laos.

Common topic: brand localization is more comprehensive than Nike and Adidas in the international market. Nowadays, Quanzhou sports brand can only be regarded as a preliminary exploratory action for overseas market development.

Industry analysts pointed out that international brands entering the Chinese market must first face a series of localization issues, among which localization of talents is the first priority.

Similarly, the expansion of Quanzhou sports brand must be localized in product sales.

"Shortage of talents will be the biggest problem for Quanzhou brands to expand overseas, and it is also the first hurdle to overcome in the future.

In the face of different markets, products can be improved, systems can be different, but talent is hard to find.

Wu, manager of PEAK international business development, has made a major difficulty in overseas expansion.

She believes that the expansion of talents in overseas markets is not only of high quality but also with industry experience and familiarity with local customs.

"Overseas promotion of domestic brands should provide localized products and localized services, which are indispensable to local talents."

Wu said that its strategy of expanding overseas market will pay more attention to the excavation of local talents.

The reporter has learned that XTEP has taken the lead in the use of overseas talents, and its director of overseas markets is a "foreigner".

In addition, the former foreign trade manager of Shishi Fu Ni bird Shoes Co., Ltd. is a Singaporean.

The annual Shoe Fair is an important window for the export of footwear products and brands in Quanzhou.