Dongguan Shoe Enterprises First Launched "Tu Hao Jin" Shoe Eyeball.

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"Mobile phones are popular all the time, and now companies have launched shoes that are labeled" Tu Hao Jin ".

A shoe manufacturer in Dongguan has introduced the first shoe made of pure gold to build logo in China, and has stuck the local tyrant gold on the shoes.

"Now there is no development in terms of simple processing," Liu Guangyou, head of Dongguan Bosheng footwear industry, told reporters that since its establishment 11 years ago, the company has been committed to shoe materials, and the enterprise has made brand shoes factories through production and processing of ribbons, shoelaces and other materials.

According to the introduction, the manufacturing and manufacturing of the enterprise in this field still has millions of stable revenues, but it is difficult to maintain long-term development only by virtue of low technology and low level of repetitive operations.

"Now people are getting higher and higher, and their profits are getting thinner and thinner. It is no good not looking for new development, pformation and upgrading". Liu Guang enterprises are in Dongguan Houjie.

However, the shoe industry has already entered the cold winter ahead of schedule.

Sales of brand enterprises have dropped sharply, and shoe orders have been greatly affected.

"If you don't wear your shoes, it's worth a few hundred dollars to knock down the logo," Liu Guang said. The reason why the shoe was made of pure gold logo is the quality of the real gold.

The reporter understands that the price of the shoe with 2 grams of tyrant gold will be around 3 thousand.

Against this background, the shoe industry has opened up new paths to create autonomy.

The goal is to build LOGO with pure gold, aiming to create a luxury brand in the domestic footwear industry.

According to the introduction, Boheng footwear industry launched the first phase of the Bocheng dragon brand, Feng brand luxury shoes, each pair of shoes have a pure gold logo, the logo from 999 pure gold, each weight of 2 grams.

It is worth mentioning that the enterprise is also engaged in innovative research and development while engaging in supporting production of shoes enterprises. Now it has many patents of its own invention, including 4 invention patents, 15 designs patents, etc.

Next, the shoe industry will carry out a series of activities, for example, the elderly for the elderly to give 100 pairs of brand shoes.

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In the past 10 years, the footwear industry in Wenzhou has been developing rapidly in the golden age. But behind the rapid development, Wenzhou footwear export enterprises are deeply troubled by the difficulties of increasing costs, shifting orders and increasing the unit price.

Reporters interviewed some of the 119th Canton Fair footwear export exhibitors found that in the labor intensive industries generally weak, many OEM (foundry production) and ODM (foundry business own brand) enterprises are practicing "internal strength" to find suitable for enterprise development and pformation and upgrading of the road.

Brand is a weapon for enterprises to "go out". Previously, enterprises mainly relied on price advantage in the international market competition. Shoes made of the same material were manufactured in Italy and sold in the European market. The price of each pair is 200 euros, and the shoes made in China are priced at only 70 euros ~80 euros per pair.

Miu Renzan, director of Foreign Trade Department of Kangnai Group Co., Ltd., told an International Commercial Daily reporter, "however, with the relocation of Dongguan shoe factories and the pfer of orders for footwear products, Chinese shoes gradually lose their price advantage."

Miu Renzan believes that without the advantage of low price and low labor cost, enterprises can only rely on brand names to "go out".

Brand building requires cultural sedimentation, market precipitation and time precipitation. Meanwhile, in the process of brand building, the protection of intellectual property rights is also particularly important.

Founded in 1980, Kangnai Group Limited opened its first store in France in 2001, and now has more than 100 overseas stores.

But it is such an overseas Chinese shoe making enterprise that has gone through many frustrations in its own brand building and "going out" process.

In April 1, 2009, employees of the French Weston company reported to the gendarmerie that Kangnai was "plagiarizing" its high-end leather shoes.

The first trial decided that Kangnai was "counterfeiting".

Kangnai failed in the first instance.

The legal representative of Kangnai was sentenced to a high fine or even imprisonment.

Through unremitting appeals, the final judgment finally overturned the original judgment and returned the justice of Chinese businessmen.

The case has also become a rare "reversal victory" in such cases.

In the past 5 years, Kangnai has consulted and hired 7 lawyers. Kangnai has shut down and lost more than a million euros in economic losses.

"After this experience, enterprises are paying more attention to the protection of intellectual property rights."

Miao Ren Zan said, "in addition, adapting to local culture is also good for enterprises to" go out ".

For example, all trademarks registered in Italy will be changed to black.

Miu Renzan said that at present, the state has greater support for the real economy. Timely export tax rebates can help enterprises to run their capital into a virtuous circle. A good policy environment and market environment help enterprises "go out".