How China Moves Towards A Brand Power From A Big Manufacturing Country

Big brands of manufacturing power

Qian Jinbo, vice chairman of Shanghai Wenzhou chamber of Commerce and chairman of Red Dragonfly Group, said: China's footwear industry is not only huge, but also has great disparity in technology, product technology and processing quality compared with developed countries in the world, and even has reached a very high level in some aspects. Many world famous brands have proved this in China's OEM production.

But the rapid rise of China's footwear industry has also encountered unprecedented challenges. The 8 word is summed up as: big manufacturing country, small brand country.

Specifically, it is:

1. the ability of independent innovation is weak.

There is a famous saying in American business circles: "no innovation and death", which shows the cruelty of market competition.

Because of the difficulty in effectively eliminating imitation and plagiarism in design, many Chinese enterprises choose to follow the road of imitation, unwilling to increase investment in research and development.

"Domestic imitation of Guangzhou shoes and international imitation of Italy shoes" has become a bottleneck restricting the development of China's footwear industry.

2., the lack of famous international brands and low profits.

China is a big shoe industry, but it is a small shoe brand.

Although China's footwear products already have some famous Chinese brands and well-known trademarks, their popularity and market share in the world are very low.

In the international market, China's export shoes are mostly OEM processing, and we earn only a fraction or even a hundred percent of the profits from foreign brands.

Looking back on the past lessons and looking forward to the future development, how can our footwear industry improve its competitiveness to adapt to and meet the present and future development? China's footwear industry has no prospects for its expansion based on quantity.

The question before us is: how to cultivate our own brand, improve the brand content, design content and technical content of our footwear products, and how to improve the competitiveness of Chinese shoes beyond the price advantage?

First, it is the key to improve the management system of modern enterprises, improve the basic skills of management, and cultivate a group of high-quality shoe enterprise management teams.

In a sense, the competition of enterprises is, in the final analysis, the competition of talents and the competition of human quality.

Twenty-first Century is the era of knowledge economy, and human society is entering the era of the main competitive mode dominated by intellectual development and management.

Therefore, we should strengthen the development of human resources, and establish a learning organization and create a "work team" through planned training, education and development activities, so that the new mode of thinking and new knowledge will be introduced continuously and become an important source of organizational innovation.

At the same time, we should strengthen the sense of competition, crisis consciousness and sense of ownership of the staff and workers, in the process of "two-way choice" between enterprises and workers.

Gradually implementing "enterprise human resources socialization".

Second, enhance international cooperation.

In recent years, domestic shoemaking enterprises have generally strengthened cooperation with international brands, learning from "wolves" and dancing with "wolves".

The Group invested more than 600 million yuan in Shanghai to build an export leather shoes production base with the highest degree of internationalization and internationalization in China. The key to establishing cooperation with more than 100 international shoe traders in more than 40 countries has become the center of many international five-star brands such as ADLO, BCBG, BUESS, CLARKS, CHARLES, STONE-FLY, etc., and has formed strategic alliances with British CLARKS and Italy FALC.I.I.T. BELLE has become the largest distributor of Nike and Adidas's two largest international sports brands in China. AOKANG has joined hands with Italy GEOX and has set up a store in Italy, New York and France; Kangnai has opened more than 80 stores in the United States, France, Italy, Spain and other countries since its first store in Paris's nineteenth busy streets in 2001.

Third, accept international culture.

At the end of last century, international advanced shoe making equipment and excellent international shoe making technology were widely applied in China's shoemaking enterprises.

In recent years, domestic shoemaking enterprises have begun to focus on international fashion elements and learn the rules of international trade game.

Famous brands such as sun Da, BELLE, AOKANG, Kangnai and so on all have R & D centers at home and abroad, employing world-class designers, adding fashionable elements according to the changes of society and times, and constantly introducing the latest fashion shoes, and China's fashion footsteps are in line with the world.

Many shoemaking enterprises began to learn the rules of international trade as an important subject, so as to avoid being punished for not playing cards according to their cards.

Fourth, the adoption of information technology.

Shoemaking industry is a typical traditional enterprise, but it is full of enthusiasm and expectation for the application of information technology.

The Group invested about 10000000 yuan in cooperation with Canada's TAC Ya company, and established a ERP management system in three years to ensure a comprehensive and effective tracking and docking of the about 10000000 pairs of global sales and marketing systems, and to control logistics and capital flow with information flow and shorten the time and space distance in the camp.

After Busen reached, many domestic shoemaking enterprises began to arm themselves with information technology, and set up their own distribution system, product development software.

The future development goals of China's shoemaking industry should be the internationalization of the industry and the globalization of the market. In the game with the world footwear industry, China's footwear industry can ensure the survival and development of the industry on the basis of the domestic market, thereby developing the global brand and pipeline, enhancing the capability of independent innovation, and promoting the upgrading of information, technology, marketing and other aspects so as to achieve the sustainable development of the footwear industry.