Shoes And Clothing Enterprises Should Guard Against "Acclimatization" After Purchasing International Brands

Dongguan shoes Yin Jiqi, the boss of the enterprise, bought the "Dibao" brand from Italy for more than 30 years to be sold domestically, but he told the reporter that the brand has also experienced many hardships in expanding the market in China, "in fact, it is similar to my registering a brand in China to carry out marketing."

　 Italian brands for domestic sales

There are hundreds of stores in Houjie, the "World Shoe Capital" a shoe factory Qisheng Shoes, founded in 1998 and located in Santun Village, Houjie Town, Dongguan, specializes in the design and production of high-end leather shoes, was once the designated manufacturer of etiquette shoes for the Chinese sports delegation for the 2008 Beijing Olympic Games, and specially produced 45 size super large business shoes for Yao Ming.

Yin Jiqi told reporters that when he went to the United States at the end of 1998, he thought that the foreign market was infinite and there would be endless orders. However, what he saw was that the economic growth was not fast and the market resources were highly concentrated in the hands of several large companies, which had long been conquered by enterprises in Taiwan and Hong Kong, and the business could not enter at all. At that time, Yin Jiqi realized that the domestic market was huge, and private enterprises understood the cultural taste of the Chinese people, so the transfer of export to domestic sales had its own advantages.

Qisheng mainly engaged in OEM footwear industry He soon accumulated a certain amount of money. Yin Jiqi intended to use this money to build a high-end brand of his own, not just for international brands.

However, it is really difficult to build a brand from scratch, so Yin Jiqi thought of curve "brand building". In 2002, Yin Jiqi acquired the "Dibao" brand in Italy, the world shoe kingdom. "This brand is actually a brand in the home of a master in Italy. It doesn't cost much. The two sides have cooperated for a long time and are quite affectionate. It can be regarded as half sold and half given." In Europe, there are many brands like "Dibao", named after famous local shoemakers. Although it has a certain popularity in the local area, it is subject to labor costs and market and many other reasons, It is difficult to achieve scale effect.

No one knows the brand. You still need to spend money

"Many enterprises purchase foreign brands, although they can quickly become famous, there are also many problems." Yin Jiqi said, "European and American people have large feet, while Chinese people have short, fat, and fleshy feet, the original design can not be used at all. So except for this brand, other products such as design and style have no effect in the domestic market. If you don't change, it is estimated that a pair of shoes I can't sell it. "

Yin Jiqi said that although it is an Italian brand, many people in China have never heard of it. Buying foreign brands must be used for domestic sales, but it is increasingly difficult to recite the "foreign" formula in big cities. "In large malls in provincial capital cities such as Guangzhou, international brand shoes account for half of the country, and only a few well-known brands can enter. The competition is very fierce."

In order to adapt to the domestic market, Qisheng Shoes has created a new domestic R&D team, made a plan for a franchise store, and hired someone to design a series of things such as a LOGO.

"We spent a lot of money on this brand," Yin Jiqi said with a smile. In fact, buying a foreign brand is the same way as registering a brand in China, but maybe Chinese people are more willing to believe in foreign brands.

Burning money also insists on opening up the situation

Qisheng successfully entered the high-end shopping mall - a large store in Guangzhou, but difficulties came one after another, which exceeded Yin Jiqi's expectations. At the beginning, it was arranged in the last counter by the mall. The location was not good and the price of the product was high. In addition, it lacked popularity in China and operating experience and confidence. In the first month, only 60 pairs of shoes were sold, which was far less than the high rent.

Branding for domestic sales, the quantity is too small, and production is intermittent. In contrast, OEM orders often produce a container of goods. For a long time, Qisheng Shoes The domestic sales business is in a loss state, and the "hole" is basically filled by the money earned from OEM. "It is mainly by persistence. If we are rejected once or twice, we will lose heart, and the brand will not be able to open the situation." In the process of constantly burning money in the early stage, Yin Jiqi often encourages himself in this way.

Marketing mainly depends on talents. In order to compete for talents, Yin Jiqi not only asked headhunters for help, but also rented an office in Guangzhou World Trade Building, "mainly to compete for talents".

After several years of strategic expansion, Qisheng didn't open up the situation until 2005. At present, Qisheng has more than 200 franchised stores and chain stores in more than 20 first tier cities across the country, with a pair of shoes selling at a minimum price of 1500 yuan and expensive shoes selling at tens of thousands of yuan.

"Last year we made 1 million pairs of shoes, while this year we made about 800000 pairs," Yin Jiqi said frankly that their sales are falling due to the impact of the international market environment and the influx of international brands into the domestic market. "Last year, we started to increase the production line of leather clothes and handbags to prepare for diversified development. When the market changes, the enterprise will also change with it."