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The Weakness Of Chinese Shoe Enterprises: Brand Effect

2011/8/2 10:05:00 38

At the second global think tank summit, Romeo Orlandi, chairman of the Italy Asian observer academic committee, said at the forum that in the developed countries such as Europe and the United States, people's awareness of Chinese brands was negligible, while a few Japanese

brand

Korean brands are widely known. Although China is the largest exporter in the world, "made in China" products also have a large share in the market, but few Chinese brands can be found in foreign markets.

China is a large population country, so the labor-intensive enterprises occupy the overwhelming majority. With the advantage of these cheap labor and other resources, Chinese products can keep cheap production and have been satisfied with the status quo.

With the rising cost of raw materials and labor, this extensive mode of production is obviously untimely. When Chinese enterprises lose the advantage of conditions, the brand effect is particularly prominent, and this is the "soft rib" of Chinese enterprises.

As global economic and trade exchanges become increasingly frequent and close,

industry

The escalation of competition is an inevitable trend. For the shoe industry, this contest is also becoming increasingly fierce.

Chinese shoe companies are facing not only the market competition launched by their domestic counterparts, but also the threat from countless competitors from all over the world, and the survival space of the local market has been gradually oppressed. Domestic shoe enterprises are unable to cope with the confrontation with the international brands. However, the shoe companies who want to attack overseas markets are unable to fight because of the absence of core competitiveness.

"If you want to work well, you must first use your tools." an excellent brand is the winner of an enterprise.

market

The "killer" is also the embodiment of the core value and competitiveness of an enterprise.

Brand not only helps to promote product sales, establish a good image of enterprises, but also enable enterprises to suffer the smallest impact in crisis.

The competitive disadvantage of Chinese shoe enterprises is that they do not have strong independent brands, and are not injected with favorable elements such as technological innovation, which is "fatal injury" in the global competition.

Although in recent years, China has emerged such brands as Lining and AOKANG, which have international strategic awareness, but there is still a gap compared with foreign brands.

Chinese shoe companies need to build world-class brands at this stage, so as to base themselves on the industry and develop smoothly at home and abroad.

Now, the five big mountains, which are shrinking market demand, rising prices of raw materials, appreciation of the renminbi, rising labor costs and tight bank credit, are pressing Chinese shoe enterprises to accelerate the pformation and upgrading.

In addition to getting rid of the past processing and OEM production mode, shoe manufacturers should also actively build their own strong brands. This is bound to be a long-term process.

A distinctive market positioning is the first step for shoe companies to create brands, and is also a crucial piece of cloth.

Only a unique brand can stand out among the numerous shoe brands. Of course, it also needs to be built on the basis of the consumption market demand. Shoes enterprises should understand the characteristics of the market to be captured through a series of research methods, including attribute preferences, consumption ability, customs and habits. At the same time, we should grasp the blank points of the market and create the brand in a targeted way.