Local Shoe Making Enterprises In Pakistan Should "Go Out"

The technological upgrading of the footwear industry in Pakistan began in 1990s, but consumer awareness was awakened in twenty-first Century.

This is the first communication channel (media and later social media) to exert influence and promote the awakening of consumer awareness.

"These factors are driving the increase in shoe imports because consumer brand awareness and demand have changed.

The local shoe brands are facing great challenges, "Hussain said.

Hussain believes that people can not stop international trade. Although the government has created some advantages for domestic manufacturers through taxation, local enterprises should also strive to meet domestic demand.

Demand, while expanding exports (currently US $90 million).

Service Sales Corporation is one of the largest and oldest Shoes Company in Pakistan.

Founded in 1959, it was originally a contract manufacturer of several government agencies and soon achieved independence.

It currently occupies 10% of the market share.

Bata Pakistan Limited is the biggest competitor of Service Sales Corporation, with a slightly lower market share.

Other popular brands, including Stylo, Borjon and Hush Puppies, account for another 10% of the market share.

They are all regular shoe making companies in Pakistan.

Shahid Hussain, chief executive of Service Sales, believes that, like other industries in Pakistan, the shoe industry has missed the opportunity to pform the manufacturing market from the west to the East.

"The shoemaking industry has huge potential in exports, but because of the lack of timely global opportunities, illegal entry shoes occupy 70% of the market share," Hussain said in an interview.

In 1980s, Service Sales founded its own brand, and also established partnerships with several foreign brands, such as Nike, USA hush and Danish ECCO.

But this partnership has not been recognized by Service Sales customers.

"The cooperation with these brands makes us realize that,

The field is not the advantage of Service Sales, because most of our customers come from the lower middle class, "he said.

"Our customers can't afford to buy these world-famous brands, so we gradually replace them with our products."

Service Sales plans to double its market share in the next 8 years (20%), and will invest 2 billion 500 million rupees in the next 3 years.

At present, the company has more than 500 retail chains.

"We will go all the way to the field of electronic commerce, because this is the hottest selling way in the world today."