The brand is just a medium. Whether it can create a good market, in fact, it finally returns to its original point, depends on its own design and production capabilities, how much construction is put into the terminal, the operator's thinking and thinking, and the managers' grasp of the market's intentions. These are The ultimate success of the agency brand.
The struggle for the right to operate 200 million euros from the leather goods of Pierre Cardin footwear in the Chinese region has clearly opened its doors to the worries of Wenzhou businessmen to introduce international brands. In addition, there is a news, Wenzhou Dana Exhibition Co., Ltd., this autumn's footwear exhibition has just introduced more than 100 famous footwear, apparel and leather goods brands from all over the world to participate in the exhibition, trying to be in the 18th and 25th industries. Chain transformation and upgrade development.
Early Wenzhou shoes started from low-grade men's dress shoes, because they have a good support for the integration of the upper and middle reaches of the downstream industrial chain, and quickly occupied the various markets around the world. In recent years, due to the big tree attracts the wind, the rise of trade barriers, anti-dumping checks, The pace of overproduction has begun to slow down. However, Wenzhou people who are quick-sighted have immediately matched the domestic market, but the medium and low markets have long been silently confiscated by Yikang, Hung Hom and Aokang, and the Wenzhou brand, which has won the price for a long time, has been denied access to department stores. In addition, in desperation to move flowers and trees, borrowing eggs may also be a way out. The problem is that real estate is not the same as scrambled shoes. The main reason for real estate speculation lies in the capital chain. Behind the fry shoes, there is the whole problem of management. It is a very complicated system project.
General foreign brands entering the domestic market are broadly divided into five ways: First, the entire plant input. That is, the entire production line, product design and R & D together to move to China, this type of cooperation because of different national conditions, management and management philosophy is inconsistent, and ultimately failed. Second, pure trade. Authorized sales of foreign branded products, because of the particularity of the footwear industry, coupled with the uncertainty of orders, logistics, and sales cycle, this cooperation model is only suitable for small and noisy brands. Thousands of snow. Third, half authorized semi-processing. After a period of tacit agreement with each other, foreign merchants can provide a certain percentage of semi-finished products at home. In this mode, the author thinks that it should be the best method of cooperation. Fourth, brand authorization. This method is currently used by everyone, but only a name, all product positioning and market direction are all determined by the agent; Fifth, design authorization. Foreign authorized parties have absolute rights to participate in the design and development and positioning of the product market.
Even if Wenzhou manufacturers obtain authorization from any of the above brands, the author believes that they must also face the following issues:
First, the brand culture implanted. If it is a brand that has been internationalized for a long time, it should also have the style of its products, and even from the packaging to the image to the salesperson of the shopping guide, there are certain requirements and norms. We have not done this well and we ignore it. Authorized parties insist on some brand cultures, so some front-line brands have been afraid to enter the country for a reason.
Second, the convergence of taste, we all know that the quality of the problem is not a single quality management issues, it directly reflects the overall management of a factory's thinking and culture, the original are for low-end products how to undertake the design and production of high-end products, taste improvement Not just one thing, I think the quality of the brand's input requirements, the convergence of taste is very important.
Third, the predicament of high-end shoe OEM, if you do not have production capacity, you must external OEM, in the domestic high-end shoe OEM production base can be counted on that few, there are more than a dozen high-end brands are actually the same number of production At the factory, the shoes are labelled with a face. No difference is difficult to innovate, especially because of the similarity of materials, the narrow price, and the homogenization is very serious.
Fourth, the plight of access roads, brands like waterways like conduits, access roads are bottlenecks, first is the bottleneck of price, that is not the general department stores can place high-priced brands, there is no good and complete access is difficult to guarantee sales However, the price is low and at the same time overlaps with the current marginal brand, the added value of the goods is hard to get favor of department store employees, then why spend so much energy to find foreign brands?
Fifth, toughness and patience, footwear, clothing and leather goods in the country can be said to be a very saturated industry, after 20 years of heroic efforts of all walks of life, also have a place, the existing brand gap itself is very small , so now it is impossible for a brand to want to put it on the market.
Therefore, upgrading and transformation of the footwear industry, such as relying solely on the introduction of international brands and wanting to make a difference, is tantamount to making ends meet. The author believes that the brand is only a medium, can create a good market, but in the end it still returns to the origin - depending on the ability of its own design and production, how much to build the terminal, the operator's idea of ​​thinking, the manager's grasp of the market's intentions These are the methods for the success of the agency brand.
The struggle for the right to operate 200 million euros from the leather goods of Pierre Cardin footwear in the Chinese region has clearly opened its doors to the worries of Wenzhou businessmen to introduce international brands. In addition, there is a news, Wenzhou Dana Exhibition Co., Ltd., this autumn's footwear exhibition has just introduced more than 100 famous footwear, apparel and leather goods brands from all over the world to participate in the exhibition, trying to be in the 18th and 25th industries. Chain transformation and upgrade development.
Early Wenzhou shoes started from low-grade men's dress shoes, because they have a good support for the integration of the upper and middle reaches of the downstream industrial chain, and quickly occupied the various markets around the world. In recent years, due to the big tree attracts the wind, the rise of trade barriers, anti-dumping checks, The pace of overproduction has begun to slow down. However, Wenzhou people who are quick-sighted have immediately matched the domestic market, but the medium and low markets have long been silently confiscated by Yikang, Hung Hom and Aokang, and the Wenzhou brand, which has won the price for a long time, has been denied access to department stores. In addition, in desperation to move flowers and trees, borrowing eggs may also be a way out. The problem is that real estate is not the same as scrambled shoes. The main reason for real estate speculation lies in the capital chain. Behind the fry shoes, there is the whole problem of management. It is a very complicated system project.
General foreign brands entering the domestic market are broadly divided into five ways: First, the entire plant input. That is, the entire production line, product design and R & D together to move to China, this type of cooperation because of different national conditions, management and management philosophy is inconsistent, and ultimately failed. Second, pure trade. Authorized sales of foreign branded products, because of the particularity of the footwear industry, coupled with the uncertainty of orders, logistics, and sales cycle, this cooperation model is only suitable for small and noisy brands. Thousands of snow. Third, half authorized semi-processing. After a period of tacit agreement with each other, foreign merchants can provide a certain percentage of semi-finished products at home. In this mode, the author thinks that it should be the best method of cooperation. Fourth, brand authorization. This method is currently used by everyone, but only a name, all product positioning and market direction are all determined by the agent; Fifth, design authorization. Foreign authorized parties have absolute rights to participate in the design and development and positioning of the product market.
Even if Wenzhou manufacturers obtain authorization from any of the above brands, the author believes that they must also face the following issues:
First, the brand culture implanted. If it is a brand that has been internationalized for a long time, it should also have the style of its products, and even from the packaging to the image to the salesperson of the shopping guide, there are certain requirements and norms. We have not done this well and we ignore it. Authorized parties insist on some brand cultures, so some front-line brands have been afraid to enter the country for a reason.
Second, the convergence of taste, we all know that the quality of the problem is not a single quality management issues, it directly reflects the overall management of a factory's thinking and culture, the original are for low-end products how to undertake the design and production of high-end products, taste improvement Not just one thing, I think the quality of the brand's input requirements, the convergence of taste is very important.
Third, the predicament of high-end shoe OEM, if you do not have production capacity, you must external OEM, in the domestic high-end shoe OEM production base can be counted on that few, there are more than a dozen high-end brands are actually the same number of production At the factory, the shoes are labelled with a face. No difference is difficult to innovate, especially because of the similarity of materials, the narrow price, and the homogenization is very serious.
Fourth, the plight of access roads, brands like waterways like conduits, access roads are bottlenecks, first is the bottleneck of price, that is not the general department stores can place high-priced brands, there is no good and complete access is difficult to guarantee sales However, the price is low and at the same time overlaps with the current marginal brand, the added value of the goods is hard to get favor of department store employees, then why spend so much energy to find foreign brands?
Fifth, toughness and patience, footwear, clothing and leather goods in the country can be said to be a very saturated industry, after 20 years of heroic efforts of all walks of life, also have a place, the existing brand gap itself is very small , so now it is impossible for a brand to want to put it on the market.
Therefore, upgrading and transformation of the footwear industry, such as relying solely on the introduction of international brands and wanting to make a difference, is tantamount to making ends meet. The author believes that the brand is only a medium, can create a good market, but in the end it still returns to the origin - depending on the ability of its own design and production, how much to build the terminal, the operator's idea of ​​thinking, the manager's grasp of the market's intentions These are the methods for the success of the agency brand.
Polyester Shaggy Mats,Heavy Duty Floor Mats ,Office Mat ,Vehicle Floor Mats
Carpet, Rug & Mat Co., Ltd. , http://www.nbrugs.com