Shoe Brands
Strengthen the development of Chengdu shoe brand building
Chengdu is one of China’s five major shoe base, but local brand shoes in Chengdu (the “Chengdu shoes”) have long been difficult to sell into the local shopping malls. How to resolve the difficulties, to promote the “Chengdu shoes” into the local mall, for the construction of Chengdu shoe brand is important.
First, the development of the footwear industry in Chengdu
In recent years, rapid economic development along the coast, part of the production processes of traditional industries and gradually shift to the central and western regions. Relying on the coastal edge of Chengdu shoe companies and low-end low-cost international markets, through OEM foundry, materials processing, samples and other services, rapid growth of industrial scale. At present, Chengdu has been formed by the nearly 4,000 cluster composed of related enterprises, the sales income of more than 10 billion yuan, of which export 1 billion U.S. dollars, accounting for about 80%. In 2005, Chengdu, China by China National Light Industry Council and the Leather Industry Association awarded the “Chinese shoes city” title.
At the same time, a number of stars emerged in Chengdu shoe companies such as Emerson children shoes, card-mei shoes, ylang ylang shoes, Sheng Niya shoes, which “children Emerson” brand shoes in 2006 was The only one western country exports an exemption certificate. Production and design of these relatively high levels have been satisfied with OEM foundry business, urgently requires the development of own brand and enhance the core competitiveness of products. November 2006, Chengdu Shoes set up a “brand strategy in China shoes capital alliance” to jointly promote the “Chengdu shoes” of the brand image.
Second, “Chengdu shoes” into the reasons for the difficulty of local shopping centers
The past two years, to promote the “Chengdu shoes” into the local mall has become on Shoes realize the focus of one of the brand development. Relevant local government departments, shoe companies pay a lot of efforts, many major shopping centers and Chengdu to coordinate, communicate, send shoes home, but the result was not satisfactory. Until this year, in March, was able to achieve breakthrough. The reason is mainly the following three areas:
(A) of the “Chengdu Shoes” Although the industry is big, but the level design is weak, backward production methods and product quality varies greatly, the overall image of the poor. Considerable part of the family shoe business is still in the hands of management of state workshops, small scale and number, front shop, the shop is widespread under the plant. At the same time, information exchange, personnel training and other supporting industrial development lagged behind.
(B) of the “Chengdu Shoes” Despite star enterprise, but the brand is not hard, so that’s not sound. Long, heavy and light record OEM licensing, re-export to the neglect of domestic sales to consumer market formed a “Chengdu unknown shoes” concept. Currently, nearly 4,000 shoe enterprises in Chengdu, its own brand in the industry have known only “Emerson children,” “card more than the United States” and a dozen, well-known, internationally known as a no. Stores directly for the high-end consumer market, prefer more mature brand. There was the product of Chengdu shoe brand image data sent to the shopping center saw the products of local enterprises, do not carefully read directly on the turned down.
(C) adverse shopping consumer culture is not conducive to new brands to enter. In the high-end market, the domestic form, a not very healthy consumption culture. Some consumers to buy foreign brands, proud of the high-priced goods, local brands for quality and low price are not interested. Large shopping centers are to meet the needs of this part of consumer spending.
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