The Fifth China Women Shoes Procurement Festival Shoe Enterprises To Brand Strategy Spanformation

The Fifth China Women's shoes capital international procurement festival was held in Wuhou District. At the opening ceremony of the procurement Festival, more than 3000 professional buyers from home and abroad gathered in Chengdu City to seek opportunities for cooperation. In addition, the opening ceremony also attracted Aliba Ba, made in China, etc. Electronic Commerce Operators, a Italy footwear brand shop covering 4000 square meters, is also open to Chengdu citizens for the first time. Insiders pointed out that the specialized platform built by the procurement festival will promote the spanformation of Chengdu women's shoes from traditional OEM to brand strategy.

Affected by the financial crisis, Chengdu women's shoes dominated by Russia's foreign trade have been hit hard, and many domestic brands have been blocked on the way to the domestic market. Under the circumstances of internal and external difficulties, seeking the branding way of Chengdu women's shoes has become a consensus among the people in the industry. This procurement Festival is a concentrated discussion of Chengdu footwear industry and the Chinese footwear industry around the spanformation and upgrading in the post financial crisis era.

There is a shortage of well-known brands.

Although the annual sales volume is very large, the reputation of Chengdu women's shoes is not the number of well-known brands here, but the mature technology and hot foreign trade business of famous shoe companies for many years. Before the financial crisis in 2008, many foreign shoe bosses made a lot of money in the foreign trade business which focused on Russia. At the same time, because of its exquisite workmanship, many foreign manufacturers have also chosen Chengdu shoe companies to label them. Mrs. Obama, President of the United States, attended Obama's inauguration on foot shoes produced by Chengdu's shoe industry. Unfortunately, the president's wife probably didn't know that these shoes were made in Chengdu, because the brand of these shoes was the American company of the company.

The story of Mrs. Obama wearing Chengdu shoes has been widely circulated. On the one hand, this shows that Chengdu's footwear industry has a strong foundation, but on the other hand, it also highlights the embarrassment of the shortage of well-known brands. There is no local shoe brand, which is a hidden danger for Chengdu shoe enterprises after the financial crisis.

In 2008, after the financial crisis hit, orders for overseas trade of Chengdu women's shoes dropped sharply. Some small and medium-sized manufacturers which rely on foreign trade orders have been greatly shocked and have been closed down. In June 2009, the Russian side closed the largest Chinese market in Moscow by striking "gray customs clearance" and other reasons. In this storm, tens of millions of pairs of shoes have been seized by Chengdu shoe enterprises. Several of them have lost tens of millions of yuan, and the worst is over one hundred million yuan.

In the hardships and difficulties, many shoe enterprises began to plan to move into the huge domestic market. At this time, the owners who used to make OEM and trade shoes discovered that they could not get a few decent women's shoes.

Guangzhou's shoe brand BELLE is the shoe benchmarking brand dreamed by Chengdu shoe bosses. BELLE has the first chain of sales network of Chinese shoe industry. The annual turnover is over 4 billion yuan. The sales network covers the whole country, and it radiate Europe and America, Southeast Asia, Middle East, Africa and so on. But in Chengdu, only a few companies have been trudging along the road of branding, and are still at the low end of the OEM processing and copying stage.

Amy Qi is one of the few enterprises that insist on brand management. Zhang Lina, general manager of the company, said it is very difficult to mold a brand. For example, if you want shoes to enter the mall, the admission fee will cost hundreds of thousands of yuan. The brand must stand up and the best designer should be paid at high prices. The new shoes will be developed to cope with the enormous pressure of the industry's crazy plagiarism or even malicious constraints. "Brand building is not a mere story. Millions of real gold and silver have been put in, but few shoe factories can do that."

In addition, workshop shoe production is also faced with many problems such as cost pressure and vicious competition.

In this context, some people choose to leave. A shoe factory owner who did not want to be named said she closed her shoe factory last year. It's not because the business can't afford to go, but it's too tedious to make shoes factories. It's hard to earn money. "There's no sense of achievement." She is now only a shoe product trade, and the production team has long been disbanded. Her family business has been spanferred to the hotel industry.

Zhang Lina said, for others OEM shoes, more than 90% of profits have been made by brands, shopping malls and so on. Under normal circumstances, if the OEM manufacturers can allocate 10% from the gross profit of a pair of shoes, it is already very good. At the same time, the fate of small factories is in the hands of large brand enterprises. Once there is a lack of orders, small manufacturers at the bottom of the industrial chain will face huge market risks. {page_break}

E-commerce boosts the brand of women's shoes in Chengdu

In fact, shoe bosses have long realized that the most popular competition in the shoe industry is the brand with a loud voice. Liu Ying, assistant director of Chengdu's most famous shoe enterprise, said that since Chengdu is known as the Chinese women's shoes city, there must be 35 enterprises own the brand that they can get out, and then through the issuance of OEM orders, more small businesses will make profits. He said that building its own shoe brand is the only way to become a big business. Now, there are many OEM factories in Guangzhou. "To find a standard manufacturing enterprise, we only need to export process management, do quality control well, and we can finish production."

The ultimate goal of "cam me" is like Nike. There is no production link, only exporting brand and output management. "It's a long road, but we must go."

As an operation platform company, the West shoe capital company hopes to organize the procurement festival to highlight the footwear brand in Chengdu. In this year's procurement Festival, they integrated Alibaba, a well-known e-commerce company, and tried to use the power of the Internet to open up new channels for brand marketing. In this regard, Alibaba Chengdu regional manager Yin Guofeng said that Alibaba plans to participate in the procurement festival activities, to develop the footwear industry in Chengdu e-commerce platform. Specific measures are: Online Alibaba international station platform resources, promote the promotion of the footwear industry brand in Chengdu, the establishment of Chengdu footwear business alliance under the line, and the joint government, Ali college lecturers and other resources, e-commerce training for Chengdu footwear enterprises.

Today, the procurement section of women's shoes will hold a symposium on Alibaba e-commerce, and recommend e-commerce platforms to major shoe companies. In October 18th, they will also set up shoe negotiation zones at the Western overseas buyers' procurement meeting, jointly with Alibaba's buyer service department and other departments to help overseas buyers butt up Chengdu shoe enterprises.

Of course, Internet marketing is not the life-saving straw of Chengdu women's shoes brand. "The important thing is to have the enterprise's own consciousness in place, and work hard to change the existing operation mode and insist on making its own brand." Huang Fuhao, general manager of the shoe capital of Western China, said that the introduction of the Italy famous brand direct sales center was also hoped that shoe manufacturers could find "feeling" from the world class shoes brand and learn the way of brand building. In this regard, some shoe owners attending the procurement Festival admitted that compared with the branding level of Italy shoes, Chengdu shoes still need a lot of learning. }

A shoe boss told reporters that the profit of brand management is several times higher than that of OEM. However, the road of brand building is also a long process and needs to be trudged step by step. Take "Amy Qi" as an example, the product of this company has entered Ito Yang Hua Tang, and will also enter Renhe Spring in the near future. "Shopping malls are very picky about the entry of footwear brands. Entering these stores is an important step for brand management." Zhang Lina said that she should firmly take the brand road and take the footwear industry as a lifelong career.

The brand spanformation of Chengdu footwear industry is starting to sail.