It is imperative to change the mode of economic development. We must vigorously promote the economy to enter the track of innovation-driven growth and endogenous growth. "This is a clear direction given by Premier Wen Jiabao in his report on the work of the government on March 5, 2010. However, for the shoes industry, this shift is a long and arduous task. It is obvious to all that the fact is that due to the lack of core competitiveness, China It is difficult for the shoe industry to achieve parallel development of scale and brand strength, and for this reason, in the transformation of the economic development mode of this period, the footwear industry has begun to explore in the form of product, channel, and market forces in order to break through the brand development. Bottlenecks, brand upgrades, and continued competitiveness.

Whether it is the previous trade frictions between China’s shoe companies and the European Union, or the strong performance of the domestic economy in the global financial crisis, whether “overseas acquisitions” has become hot, or if China has become the fastest growing consumer of luxury goods, All indications indicate that China's domestic retail market has great potential. In the face of new development opportunities, representative shoe companies in Guangdong, Zhejiang, Fujian, Chengdu and other major footwear production bases responded quickly and took the initiative to make strategic adjustments. A series of positive and positive exploration initiatives have been introduced and implemented. There is no immediate effect, but the transformation and upgrading of the Chinese shoe industry in the past two years is still gratifying.

Changes in the industry frequently reinforce the high value-added sector

"Give me a fulcrum and long enough leverage to enable me to shake the entire globe." With the revival and intensification of Chinese shoe brand awareness, the fulcrum of "product development and channel upgrade" has gradually received attention. The initial image is that some shoe companies began to reduce production lines, increase the proportion of purchased products, gradually weaken the production function, or start production reforms, trying to save production costs in the manufacturing process to increase profits, such as the 2008 Aokang Group has introduced some measures, plus The management and control of the details of the production process has increased, and even in the case of rising raw materials, the production costs have been effectively controlled.
The most direct and common reform landing sites are mainly focused on the two high value-added sectors of the “smile curve”—investment in product development and channel construction. On the one hand, some shoe companies set up offices in Dongguan, Italy, Spain, Japan and South Korea and other world footwear research and development centers to collect the latest fashion information. On the other hand, compared with the R&D sector, the pace of channel transformation, upgrading, and expansion appears to be even more pressing. The Quanzhou and Wenzhou shoe companies that specialize in the franchised chain model intend to take advantage of the department store channel to win the brand image, jump from the long-term three or four markets to the primary and secondary markets, and break the geographical limitations of sales, and then the brand. Internationalization prepares the domestic market. Although representative brands in Dongguan, Shenzhen, and Guangzhou, such as Belle and Saturday, have already had equal bargaining chips with most department stores, they are still actively looking for diversified terminal formats, trying to open up street stores, integrated stores, and even Enter the shoe city to gain more channels to speak. The Tongxiang women's shoes and Chengdu women's shoes, which mainly consisted of OEM processing and export business, have carried out brand offensives on the domestic market in the past two years in order to carry out the mission.

Two-way matching problem emerges Brand channel resources are in urgent need of docking

At one end, domestic footwear enterprises are eager for channel transformation and upgrading, and at the other end, they are the development bottleneck of domestic channel access and little knowledge of local footwear brands. When the expansion of domestic demand became an important part of the government's work, the expansion and continuous development of retail business such as department stores and shoe cities also became hot spots in the industry. First of all, as an important base of the domestic retail industry, the Chinese department store industry is facing the development bottleneck of homogenous competition and differentiated operations. How to seek a balance between scale expansion and healthy and sustainable development is a major problem that plagues the department store industry. At the same time, as the best display platform for brand image, department stores should give full play to their own advantages and promote the upgrading of local national brands. This is the historical thinking that the society has given to department stores.
As an important part of the footwear industry in China, the retail chain shoe city plays a pivotal role in promoting the prosperity of the footwear industry in China and optimizing the channel structure of the footwear industry. On April 30, the first store in China “U.S. Repulse” settled in Beijing, to some extent It also indicates the huge development prospects of the footwear industry in the retail shoe industry. However, at present, the national retail shoe city still can not get rid of the "small, many, scattered, chaotic" business structure, in the Chinese footwear industry, a positive change in the rapid development of the environment, the retail chain shoe city should be how to become bigger and stronger, really become a "department - Monopoly - shoe city, one of the pillars of the pattern of tripartite business?
The problem of unbalanced docking between brands and channels was first amplified by "relentlessly" in the "Famous Products butting Exhibition" held in Wenzhou in August 2009. After visiting the brand showrooms of shoe companies such as Wenzhou and Quanzhou, many department store passers sent a sigh that “the original changes were so big”. “National brands can become important elements for department stores to realize differentiated individual management and complement each other” — - This kind of voice is not “monotonous” at the exhibition site; some chain shoe cities have also found breakthroughs in the reform of business models, such as cutting down intermediate links and achieving joint ventures between manufacturers; what’s more important is that brand owners really realized that “Why is it difficult for shopping malls? The underlying reason is that it is not just public relations fees and deductions, but also a series of brand marketing gaps such as product development, image packaging, and promotion.

All parties work hard to jointly promote the development of China's footwear industry

There are always more problems than the problem. China's footwear industry is rapidly developing in the process of constantly overcoming problems and exploring. As the only large-scale professional shoe boutique exhibition in China, “the 98th China Footwear • Leather Goods Expo and the “Famous Shop” docking show” responded positively to the call for adjustment structure put forward by the central government, focusing on high added value in the “smile curve”. The “R&D” and “sales” links, in line with the docking needs of brands and channels, provide bridges for Chinese and foreign famous brands such as leather goods, as well as national key large-scale department stores and shoe stores, and promote the exchange of industry and footwear. The way of development, accelerate the transformation and upgrading of the footwear industry.

If we say that "the imbalance between the brand and the channel" is the domestic footwear brand and channel business can be digested and solved through equal exchanges and exchanges, then the "product R & D and design" this long-standing criticism of the weak link Must get the cooperation of "outside the brain". We have to admit that China's footwear industry has dominated the world footwear industry with its strong manufacturing advantages, but it has been approved to imitate the prevailing, insufficiency of innovation and can not have an international brand discourse. In fact, at this exhibition, the theme “Shoes and Design” theme salon event organized by the organizer and the new quarter fashion collection release show are all providing a platform for domestic and foreign designers to provide exchange opportunities for enterprises. . Through these series of activities, it is of positive effect to effectively promote the improvement of the level of Chinese shoe designers and improve the ability of brand design, solve the basic problems of weak Chinese shoe product innovation, and effectively promote the development of China's footwear industry.

The realization of brand upgrading and industrial transformation at an early date is the collective desire of the entire Chinese footwear industry. From the “98th China Footwear • Leather Goods Expo and the “Famous Brand Store” butt exhibition”, we are delighted to see that the Chinese shoe industry is passing each The forms and efforts to break the "China's footwear industry," R & D information is not equal, unbalanced channel access, market competition, disorderly," the pattern of the industry, to promote the "brand and channel to truly realize the existence of communication, cooperation and win-win" and promote "at home and abroad The brand culture of the footwear industry has been widely communicated and disseminated. We sincerely hope that the Chinese footwear industry will make great strides in the direction of transformation, upgrading, branding, and internationalization as soon as possible.