Chinese Shoe Companies Build Their Own Brands And Get Rid Of The Word "World Factory".

After the outbreak of the global financial crisis, "made in China" is the pronoun of the "world factory". After many years of operation, especially after the baptism of the financial tsunami, its low labor costs, high energy consumption, low product profits and high environmental pollution have obviously failed to meet the needs of our national conditions. Nowadays, more and more foundries are trying to transform domestic brands, but they can really build up brands. Operate Good companies are few and far between. In a word, 100 factories turn to brands, and only one can succeed. The reason is that the market access threshold is high, operating costs are large, and the integration of domestic and foreign marketing is difficult.

The leader of a shoemaking enterprise said, "the process of factory transformation to independent brands is very difficult and must be patient." This sentence also fully shows that in the face of market competition at home and abroad, having independent brands is the way to survive and develop. It will take a long running in period to go from the foundry to independent operation. The process is very difficult. Entrepreneurs must be patient.

With the intensification of competition in the footwear market environment, the current situation has witnessed the ability of shoe companies to compete. Many domestic shoe companies have gradually shifted from the strong and vigorous situation of OEM OEM in the past to the operation of their own brand. In just a few years, hundreds of companies have stepped in, and there seems to be an unprecedented turbulence in the whole footwear market. Many OEM shoes want to play their brands to rely on the coordination between products and terminal channels, and try to find influential shopping malls as a media. medium From point to surface, we will gradually change from OEM to brand.

　 A foundry shoe enterprise transformation private prosecution

Qi Sheng shoe industry was founded in 1998 in Houjie Town, Dongguan City, Guangdong province. It started at 100% OEM. At that time, the processing trade was in the ascendant, and orders were too busy. After several years of OEM production, Qisheng shoes industry has accumulated a certain amount of money. Yin Jiqi, chairman of Qisheng shoes industry, intends to use the money to build a high-end brand of his own, not just for CK and other international brands. OEM 。

He started building a brand from scratch, and did not know when to enter the threshold of high-end shopping malls, so he came up with the curve "licensing" mode. For a long time, the operation of Qisheng shoe's domestic brand was in a state of loss. Basically, the money earned by the foundry was used to fill the hole. In the process of constantly burning money in the early stage, we insist on spending more on the development of new products and technologies every year. With persistent scientific and technological innovation, we have created a bright future for the development of our own brand. It also brings inspiration to many small and medium sized shoe enterprises.

　　 Significance of brand building

Li Jiacheng said: "the most valuable asset of an enterprise is the assets that are not included in the balance sheet." this is brand value. Today, with the huge surplus of market products, the personality and charm of brands become more and more obvious. Similarly, we also know that products can imitate, but brands can not be imitated. Therefore, the era of meager profits has highlighted the value of the brand. As a promising business owner, it is necessary to build its own core competitiveness and rely on the mode of brand direct operation to survive longer. The difference advantage of brands is a powerful weapon for companies to compete in the market and create value. In a new market such as China, it may be more acceptable for shoe manufacturers to create a new brand.

Obviously, in today's rapidly changing and complex business environment, fast and effective brand self-management is the key to profit and growth. Foundry shoes need to change the way of thinking of business leaders in innovation and technology strategy. More efforts should be made from the business mode, efficiency and product quality, instead of just staying on the copycat. Then, in the next ten years, the whole world will see a brand new "made in China" upgrade. Let's wait and see.