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What Should Chinese Shoe Enterprises Think After The World Cup?

2010/7/15 9:14:00 61

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World Cup Made In China

July 15th hearing South Africa

World Cup

The curtain fell, and several families were delighted.

In full swing

Court

Chinese elements are not uncommon.

Made in China

"In the world cup, it was a great success.

Obviously, the world cup is undoubtedly a platform for "made in China".

As we all know, China is a big sporting goods producing country, but it has only won the position of a well-known shoe manufacturer such as Adidas and Nike.

To seize the business opportunities of the world cup, China has "started early, but has only caught up with a late collection". What is the way out for these small and medium-sized manufacturing enterprises?

In recent years, we have seen that China's shoe-making firm Li Bo develops toward the "Smiling Curve ends" in the value chain, that is, the manufacturing process is always at the low end, and the product development and after-sales service are at the high end of the value chain curve.

But for this stage of China's small and medium shoe enterprises, it may not be realistic. This long process may have closed half of the enterprises.

How the Chinese shoemaking enterprises are made from China to China, the author summarizes several points put forward by the insiders.

First, products must have brand support.

When we talked about

Shoe enterprises

Transformation and upgrading, from manufacturing to creation, mainly refer to brand building.

Establishing brand is an indicator of an enterprise based on the market. Customers often recognize this logo when choosing products. For the footwear industry, brand building is particularly important.

In the world footwear industry, Chinese style R & D has explored a way in the shoe and clothing industry, and its competitiveness in the world has been stronger and stronger. However, even in the field of comparative advantage with China's R & D, the products coming out of the country are still branded as "China discount".

Second, products must have personality.

With the expansion of the shoe industry capacity and the intensification of market competition, the Chinese shoe and clothing market is gradually moving towards a meager profit era. With the international brands such as Nike and Adidas monopolizing China's high profit margins,

market

The shoe brands in China are facing the fate of fighting high-end brands with international brands.

In many Jinjiang sports products industry's rising stars, such as Anta in the current industry structure, put forward the personalized breakout of products.

Third, products must be innovative.

Nike, Adidas and other pnational giants have taken a fancy to the development of some shoe making industries in China by virtue of their labor costs and industrial policy advantages, and began to increase investment in factories in this area.

However, foundries often earn only meager profits. In the final analysis, the OEM is not good for the long-term development of shoe enterprises, and it is more foolish to kill the goose that lays the golden eggs.

In recent years, with the increase of labor and land production costs,

RMB

Appreciation, our shoe products are no longer purely price advantage.

Under this background, many shoe companies should speed up the pformation and upgrading of shoemaking industry by means of scientific and technological innovation, improving efficiency, reducing energy consumption and enhancing the core value of the brand, so that "made in China" will stride on the world stage.

We can see Chinese made products everywhere in South Africa, but in the world cup, "made in China" is still a supporting role.

The pformation from "made in China" to "made in China" is a great test for many enterprises in China, and also a great leap forward in many traditional shoe making industries.