I. Analysis of the Current Situation of Chinese Women's Shoes Market China has a population of more than 1.3 billion people, of which about 48% is 624 million women. According to the survey data of AC Nielsen, a world-renowned market research company, the total consumption of China's women's shoes market was 6 billion pairs in 2006, total market consumption reached 210 billion yuan, and it has grown rapidly at a rate of 12% for ten consecutive years. China has become the world's largest female footwear consumer market for the past 12 consecutive years. The women's footwear market in China's small and medium-sized cities will develop at an extraordinary speed in the next decade. The huge market capacity is beyond the imagination of businesses. By 2010, the total consumption of women's shoes will exceed 8 billion pairs, and the total market turnover is estimated to be as high as 300 billion yuan. This amazing set of data proves that there are huge business opportunities behind women's shoes. Through three consecutive visits to the footwear consumer markets in Beijing, Shanghai, Hangzhou, Changchun, Dalian, and Ningbo in China, it has been revealed that the current domestic female shoe brand market is scattered and lacks the required standards, especially the women's footwear market. Little attention has been given to service links, lack of vision planning, brand marketing, and service marketing concepts, and rarely consider how to win repeat customers. A large number of brands are homogenized and the style is single. The style, design, craftsmanship, and brand added value of domestic women's shoes brands can hardly meet the growing needs and aspirations of the mainstream. Mainstream consumers represented by middle-class women have long been suppressed and neglected in their deep consumer needs. Women's shoes market needs a reliable brand. At present, the international brands of Chinese women's shoes market mainly come from Italy, France, Germany, etc., European culture and Asian cultural values. The difference in consumption concept makes the products not entirely suitable for Chinese women, and the high prices virtually rejected a large number of Chinese consumption. By. Chinese women need a brand that suits them. Second, the analysis of the domestic women's shoes market competition (I) Analysis of the status quo of the Beijing market The Beijing Department Store, Cuiwei Building, Chang'an Shopping Mall, Parkson Shopping Center, Shuangan Shopping Mall, Anzhen Hualian, Zhongyou Department Store, Fuchengmen Hualian, Scitech Shopping Center, and Lufthansa Shopping Center have covered Beijing East. The four regions of South, West and North have certain representations. Moreover, the coverage of its consumption level in terms of age, income, culture, occupation, etc. is also more extensive, and it also has a certain representation in the consumption of high-end women's shoes in Beijing. 1, the basic situation (1) Sources of branded women's shoes in the Beijing market The ten shopping malls surveyed have 77 women's shoe brands. For domestic brands, Guangdong brand ranked first in Beijing shopping malls, accounting for more than 42% of market coverage; Shenzhen brand ranked second, accounting for 16% of market coverage; Jiangsu brand ranked third, accounting for market coverage of 90 %; Shanghai and Taiwan ranked fourth, accounting for 7% of market coverage; Guizhou and Fujian ranked fifth, accounting for 5% of market coverage. The number of foreign agency brands from Italy ranked first, accounting for 48% of market coverage; French brands ranked second, accounting for 19% of market coverage; German and Spanish brands ranked third, accounting for market coverage of 9 %; American brands ranked fourth, accounting for 6% of market coverage; Denmark, South Korea and the United Kingdom ranked fifth, accounting for 5% of market coverage. In contrast, the personalization of brands from abroad is more prominent. Although nearly 60% of the production areas are from Guangdong, because of the long-term future of the product itself, the importance of brand design and the high degree of confidentiality of the design make the brand almost the same. Style products also reduce competition for end consumers. (2) Strong stability of Beijing market brand women's shoes The survey found that the stability of branded women's shoes in the Beijing market is strong. Most brands with more familiar consumers have entered Beijing for more than six years, and their annual sales have also exceeded more than 20%. The stable sales bring certain credibility to consumers and shopping malls, especially for a newly opened shopping mall. When choosing women's shoes brands, the discount rate given to stable brands is far lower than other brands. Similarly, many brands are considering When entering a mall, it is also necessary to see if there are these well-known stable brands. (3) Coverage of various brands in shopping malls The coverage rate of most brands in shopping malls has reached more than 50%. Some brands such as Belle, Okaso, and Aibu have reached 100% market coverage and have entered almost all major and medium-sized shopping malls in Beijing. At present, these brands appear in the form of shopping malls, and there are basically no stores. Of course, there are special cases: Although the market coverage of the Shanghai brand “Daphne†is only 20% in Beijing malls, the coverage rate in the entire market in Beijing is very high. According to research, “Daphne†has been exclusive in the form of exclusive stores since 2002. A good location in the Beijing market. The amount of walking in the store has reached 2-3 times more than that of the store. (4) The best time to sell female holiday shoes In the past year's follow-up survey, the off-season sales of 10 stores' branded women's shoes were mostly in July and August. The best sales time was during New Year's Day, Spring Festival, May 1st and 11th, and during shopping malls, most brands The average monthly sales (referring to a store with an area of ​​about 30 square meters) is around 150,000. Although the best time to sell women's shoes is not long, only a few weeks or so, brand sales during peak season are 2-3 times that of normal sales. Therefore, most women's shoe brands will not let go of this good period, basically will participate in shopping mall promotions, discounts, coupons and other activities. Although some small brands may not have profits in participating in the event, they are an opportunity to run a product. Small brands will also actively participate in all activities of the mall. 2. Market Analysis (1) The operating status of Beijing brand women's shoes Of the 77 brands surveyed, 20 accounted for 35% of casual brands and 57% of professional brands accounted for 65% of domestic brands. Among them, domestic casual brands accounted for 6%, professional brands accounted for 52%; foreign agents represented casual brands. Accounted for 19%, professional brands accounted for 23%. This data fully shows that sales of professional women's shoes at this stage are much higher than casual women's shoes. However, after conducting a more meticulous analysis of the market for the brand's entry into the capital city and the growth rate of its product line, we also found that casual women's shoes have been in the high-end market and the mid-market for nearly 3-4 years. The growth rate has exceeded the professional women's shoes, and the demand of consumers for casual shoes has increased by 10% -20% every year. Especially in the high-end women's shoes market, the demand for casual shoes is far greater than that of professional women's shoes. This is a phenomenon that is worthy of attention by enterprises and is the original basis for companies to adjust their product lines. (2) Assimilation of products of the same category 1 raw material assimilation In the follow-up survey of all the women's shoes in 10 stores, whether in spring or summer or in new products in autumn and winter, the prices of similar products are basically the same in the selection of raw materials, such as: selection of leather, big bottom, leather, and accessories. . Most of the leather materials used in domestic women's shoes are calfskin and sheepskin, but not all of them are top layer leathers. Therefore, some consumers who choose women's shoes with pointed tops will soon wear out the leather on the tip of the shoes. , so that the brand loses credibility. For companies, it is totally worthless. In contrast, foreign agency brands are full of personalization, both in raw materials and in the overall sense. It is difficult for you to find the same product between them. Of course, it is the quality of personalization and raw material selection that makes the price of agency brands far higher than domestic brands. However, the results of the survey gave us an unexpected surprise: the sales of the product on the agency brand affected the sales due to price issues, but the final sales (compared with the same area of ​​one store for a day) were not lower than domestic sales. Brand. 2 Process Convergence Since the source of most of the products originates from the same province of Guangdong Province, there will naturally be convergence in the product process. This phenomenon is currently unchangeable in the shoe industry. This time, the market research further confirmed the fact that many well-known brands do not own factories themselves. Under such circumstances, most of them finish processing in the form of placing orders. From the perspective of future market segmentation, this is undoubtedly the right branding road. But also because of this, the brand's renewal of technology and technology will be less and less, and completely handed over to only the factory's processing companies, processing companies will not just pick one order. Thus, the convergence of product processes has become a necessity. Few brands will list this process on the annual investment plan. On the contrary, the investment of foreign agency brands in this project is increasing at an increasing rate every year. Not only specialized scientific and technical personnel conduct research work, but also experienced doctors work together to discuss the science of shoes and feet. Such as: "Embodied" set up a research center in Denmark and researched and tracked the feet of different ethnic groups, developed an "estep" shoe that fits the Chinese foot type perfectly. This is why the "love walking" brand is The main reason for the top sales in China. 3 Design Assimilation This year's listing of products, you can obviously feel that the trend of women's shoes for the retro style, 楦 type to round the main. All women's shoes brands have more than 70% product design convergence. Each brand's women's shoes have 10% of the products reserved. That means only 20% of the products have an independent design language, and these 20% are not brand shoes. Bestseller. Of course, some women's shoes brands have their own design concept. Such as: "Kissing Cat" in recent years, the advantages of the slope with the heel brand played well-known brand, making the rapid growth in sales, ranking one or two in many shopping malls. There is also the "Milianno" brand, which is very popular among middle-aged and older women. Over the years, it has maintained its own style positioning and design concept. Although sales rankings in various shopping malls are not among the best, sales have been steadily increasing. The more people of all ages love it. 4 exhibition convergence The display problem is indeed a work that is difficult to investigate. In addition to the differences in the materials and colors of the plates, the display of shoes seems to be unable to find any more differences. Most of the women's shoes brand's display is not prominent in the visual impact. If you don't come up to the counter with a "new product" and two small signs, you really don't know which ones are new; which are the most important models to push this season; Which is a discount product. The art of exhibition has been greatly neglected here. (3) Status of Management Mode Faced with the investigation of the terminal, we can analyze many problems arising from the overall management of the company. Such as: shopping guide clothing and the brand is not commensurate with the type of footwear products; shopping guide basically does not have a variety of sales and service skills; no daily sales records; can not collect information other than the product timely feedback to the company. Most companies have basically the same management of terminals. This may be the main factor for the lack of competitiveness among brands. The international agency brand, Lekor, has the same reputation and years of experience in Beijing, but its sales and market share are lower than those of Aibu. The main reason for this is the problem of agents, the availability of agent funds, or The amount of industry management experience directly affects the competitiveness of the brand. Since the beginning of last year, it has been happy to change agents in Beijing. In one year's time, its music sales in Beijing have greatly improved. (4) Equipped with computer systems In our research, we found that only a handful of brands have computer systems at their terminals. In the understanding, it was learned that there are two main reasons for not having a computer: one is to save money; the other is not to use value. So, is the result of these two reasons correct or not? "Gold Step" management told us this way: Since all stores are equipped with computer systems, their management of terminals is much easier, especially the management of warehouses. Now, the turnover of warehouses in Beijing is very smooth and the stock is almost zero. Not only has it not increased the expenditure of enterprises, it has saved a lot of expenditure. It also reduces the staff's workload. (5) About Corporate Promotion Surprisingly, there is little promotional activity in the shoe's end market, and there is no plan for independent promotion in the company's annual promotion plan. However, what should we do if consumers want to buy discounted product psychology? 1 Participate in shopping mall activities as the main promotion In fact, it is reasonable for companies to "make a living with confidence." In the past two to three years, the activities of the shopping malls followed one company, leaving the company with no opportunity to respite. According to survey companies, the event itself is still very welcome, because activities can drive sales and drive store popularity. However, not all active companies are willing to participate actively. There are many small and medium-sized brands who often have to participate in activities because they are ultimately losing money. 2 Most women's shoe brands have no terminal advertising In the one-year tracking, we did a very thorough research on the big and small brands. The women's shoes brand basically has no terminal advertising. Analysis of the reasons are as follows: First, do not think that advertising will drive sales. Second, the brand of shoes depends on word of mouth is the best advertising channel. Third, they are reluctant to pay for advertising expenses, and they are more willing to advertise in the form of news to reduce expenses. So on this issue, we specifically conducted a comprehensive (different level) survey on consumers. The conclusions are as follows: First, word of mouth is on the one hand but in the end it depends on whether or not you are wearing comfort. This is the most important thing. Because everyone's preferences are different from their feet. Second, advertising directly affects consumer psychology. The art of advertising represents the culture of the brand: how much advertising represents the strength of the company. Because the investment in advertising shows the sales situation of the company. Third, it is considered that only wholesale does not require advertisements, and it is still necessary to put advertising as a brand. (6) The rise of new consumer concepts The Guangdong brand "Mosley" has received great attention from shopping malls, businesses, and consumers in the past year. In less than a year, the mall coverage rate has reached more than 70%, and sales are mostly Shopping malls are also among the best, and sales growth is almost first. Of particular concern is that this product's material selection is all synthetic leather. In other words, synthetic leather has also begun to gain market recognition and it has been favored by another type of consumer. According to related data, the demand for synthetic leather shoes from developed countries such as South Korea and Japan is far greater than that of China every year. Many domestic factories that accept orders from foreign countries introduce: Synthetic leather is a very good raw material for shoes, with strong air permeability and soft materials. , colorful, low cost ... ... Therefore, synthetic leather shoes for the pursuit of fashion consumers have great appeal. (7) Multi-brand management of enterprises The multi-brand management of enterprises is a common phenomenon in various industries. The strange thing is that the enterprises in the shoe-making industry almost do not involve other industries, but continue to develop in this industry, resulting in a new brand after another. Such as: Shenzhen Shenzhen and Hong Kong companies under the five brands: Belle, True Beauty poetry, think of home map, the United States and Italy, he and her; Jiangsu Sunda Group's three brands Best plans, my love, good karma; Nanjing Hongguo Two brands owned by International Holdings Co., Ltd. are dry Baidu and Iraqi companions; and Karalei, Shengqier and its own brand of its subsidiary Beijing, which operates a multi-year jewellery business, and its music company; and Guangzhou Nanhai Daxie Industrial Co., Ltd., Foshan City, China Under Kelly and Ann Marie; and Leinda Group's Le Saundan, CnE, and so on. In the research and analysis, we found that this kind of multi-brand management road saw no particular difference from the sales profit of the company's brand, in terms of sales profit. That is to say, the sales profit was not greatly affected by the brand product line, and the company’s Management and operation have an inseparable relationship. (II) Status Quo of Wuhan Market 1, the status of consumers: The market size of the leather shoe market in Wuhan is about 3-4 billion/year, and the awareness of consumer brands has been gradually enhanced. Everyone can generally remember several well-known brands such as Belle and Daphne. However, due to spending power and awareness, consumption is still very high. Rational, shoes, shoes and quality are still the first elements consumers care about, focusing on cost-effective! 2. Market competition status: The top 5 brands in the market are Huangmei (heeled shoes, old style, 25-40 year old female, good quality), Gemeiqi (heeled shoes, new style, 20-30 year old female, European version), exhibition style. , Huanai (heeled shoes, followed by Gemeiqi, women aged 20-30, good quality, sales in the past two years have risen sharply), Dadong (heeled shoes, good quality, this year's agents and the factory have fallen. The factory sent people to manage sales. The Wuhan market is currently at the forefront and the sales are better. The two brands are Huangmei (30000 - 40000 pairs of double / month, mainly with heels), Gemeiqi (10000 - 20000 pairs / month, which has formed a certain regional brand in Wuhan. Impact) Their sales channels are mainly based on shoe retail and second batch of merchants. 3, market price conditions: Wuhan's leather shoe market price system status, the ideal price of single shoes and sandals wholesalers psychological 40 yuan / double, beyond 50 yuan / pair is more difficult to accept, the consumer's ideal psychological price is 60 yuan / pair or so, boots and The ideal price for cotton shoe wholesalers is 60 yuan/pair, and the ideal psychological price for consumers is 100 yuan/pair. 4, channel status: At present, the leather shoe market in Wuhan has a relatively traditional sales model in which the general agents supply goods to the second batch of retailers and retailers, but there is a difference in the management of the general agents, which leads to the difference in sales. The majority of manufacturers are left to the free development of the agents. Some brands form target contracts with the agents. The company manages the agents in a unified manner and establishes incentives for the agents. The company and the agents jointly complete the regional target. Bird King's strategy is worth the other manufacturers! At present, there is a serious phenomenon of retailers owing money in the Wuhan market. Often, some goods are not collected, and it is difficult to do business without debts. It is normal for arrears to lose between 20,000 and 30,000 yuan each year, like Jukang and Ju Japan and Warner so far owed more than a million. (III) Status of Zhengzhou Market: 1, the status of consumers: Zhengzhou market is currently the country's largest market for volume shipments. The market capacity of footwear products is about 8-900 million/year of sales. At present, Zhengzhou leather shoes market does not have many consumers who really value the brand, but the quality of shoes is generally high. And the quality is very much concerned. The supply of leather shoes in the Zhengzhou market has exceeded the purchasing power of the market. More than 80% of Zhengzhou sells leather shoes. 2. Market competition status: The Zhengzhou market is currently at the forefront and several brands with better sales are Gemeike, Alice, Zhanfeng, Jukang, JuJi, and their sales channels are mainly based on shoe retail, second batch of merchants, and supermarket shipments. Their second batch of merchants is well maintained, and he has a great advantage in shoes in Zhengzhou. 3, market price conditions: The current price system of leather shoes in Zhengzhou, the ideal price for single shoes and sandals wholesalers is 30 - 40 RMB/pair. If it exceeds 50 RMB/pair, it is more difficult to accept. The ideal psychological price of consumers is 60 RMB/pair. The ideal price for boots and cotton wholesalers is 50-60 yuan/pair, and the ideal psychological price for consumers is 100 yuan/pair. 4, channel status: At present, the leather shoe market in Zhengzhou has a relatively traditional sales model. All of them are supplied by the general agent to the second batch of retailers and retailers, but there is a difference in the management of the general agents, which leads to the difference in sales. The majority of manufacturers are left free to develop their agents. Some brands form target contracts with agents. The company manages agents in a unified manner and establishes incentives for agents. Companies and agents work together to achieve the regional target. Management model is worthy of reference by major manufacturers! (D), Chengdu market conditions: 1, the status of consumers: Chengdu's leather shoe market has a market capacity of approximately 400-500 million U.S. dollars. It does not include Chengdu’s own output and export shoes. Currently, Chengdu is also a base for the production of footwear. At present, there are not many consumers who really value the brand leather shoes market in Chengdu. It is a heavy taste, light price consumption trend, consumption is very rational, and it pays more attention to personality quality in Chengdu! Because Chengdu is a very casual city. 2. Market competition status: Chengdu's sales ranking is: Mingdian, Xiang Xiangli, exhibition, Zhuo Shini, Juri, Dadong and other brands dominate the market. 3, market price conditions: The current price system of leather shoes market in Chengdu, the ideal price of a single shoe wholesaler is 40 - 50 RMB/pair, the ideal price for a sandal wholesaler is 30 - 40 RMB, and the ideal price for a cotton shoe wholesaler is 40 - 50 Yuan/Double, the ideal price for boots wholesalers is 50 - 60 yuan/pair, and the overall consumption tends to be rational. 4, channel status: At present, the leather shoe market in Chengdu has a relatively traditional sales model in which the general agents supply goods to the second batch of retailers and retailers. However, there are differences in the management of the general agents, which leads to differences in sales. Most manufacturers leave the agents free to develop. Some brands form target contracts with the agents. The company manages the agents in a unified manner and establishes incentives for the agents. The company and the agents jointly complete the area. Third, analysis of key areas of women's shoes (A), Wenzhou Women's Shoes Market Analysis 1 Wenzhou Footwear "Heavy Boy" For a long time, Wenzhou footwear industry has been in an embarrassing situation of "Yang Sheng Yin decline". Under the monopoly of the advantages of women's shoes in Guangdong, Chengdu, Tongxiang, etc., Wenzhou women's shoes have been unable to break through, becoming a concern of the government, industry associations and enterprises. topic of. In the increasingly saturated domestic market for men's shoes, the export of leather shoes, and the fact that women's leather shoes have become a new selling point, tapping the potential of women's shoes is a new opportunity for many Wenzhou shoe manufacturers to grasp this weakness. You will get a chance to take off again. If Wenzhou women's shoes can keep pace with men's shoes, Wenzhou's "shoes" status will be even more difficult to shake. To sum up briefly, compared to men's shoes, Wenzhou women's shoes are behind in the following aspects: (1) Market awareness is low and well-known brands are few. In Wenzhou, the top few brands started from men's shoes. The reason why Kangnai was so generous this year and advertised limited-edition women's shoes with intensive bombardment advertising is to strengthen Kangnai in this way. Can do fine women's shoes information, to break the consumer and industry inside and outside of the Cornell brand = high-end men's shoes traditional impression. Kangnai this move is to reflect and represent the status quo of Wenzhou women's shoes, count the current Wenzhou industry's well-known brands, exemption products, men and women shoes, what proportion, you know the Wenzhou women's shoes in the brand building deficiencies. (2) The Wenzhou local women's shoe industry chain is not perfect or even out of touch. For many years, local Wenzhou local shoe leather manufacturers have only used cow leather for men's shoes. Look at Wenzhou's two largest shoe material markets. The shoe materials required for high-end women's shoes are obviously lacking. The required sheepskin shoes for women's shoes are required. Leather, women's heels, and metal buckles are among the most difficult products on the market. The gap can be seen by comparing the full range of raw materials for women's shoes in the Guangzhou market. (3) Information lags behind, research and development capabilities are low, styles rely on imitation, and production depends on OEM. Style development and material style has always been the weak point of the entire Wenzhou footwear industry. It has become even more obvious on women's shoes. Even in the most famous brand stores in Wenzhou, you can often see products with similar styles. And many shoe factories to make up for the lack of their own development and production capacity, a large number of shoe manufacturers in foreign shoe OEM production, the scale is increasing, gradually lost the initiative in the production of women's shoes, because not by their own corporate design and development, product models Always half a beat, not keep up with the latest fashion, OEM prices are getting higher and higher. (II) Analysis of Guangdong Huidong Women's Shoes Market Starting from 1981, after more than 20 years of development, Guangdong Huidong Footwear has formed shoe-making systems, specialization, scale-up, etc., which are complete in terms of footwear, shoe materials, shoemaking technology, and circulation markets. The intensive development pattern has created a number of well-known companies and famous brands. In June 2006, Huidong County was jointly awarded the title of "Guangdong Women's Shoes Famous City" and "Guangdong Provincial Shoes Material Production Base" by Guangdong Footwear Manufacturers Association and Guangdong Leather Industry Association; in August 2006, it was jointly awarded by China Light Industry Association and China Leather Association jointly awarded the "China Women's Shoes Production Base" honorary title. Huidong Footwear has become one of the "troikas" in China's shoe industry, alongside leather shoes in Wenzhou, Zhejiang, and sports shoes in Quanzhou, Fujian. 1, the advantages of industrial scale prominent There are 3362 existing shoe-making enterprises in the county, of which women's shoes enterprises account for 98%, employing more than 260,000 people, and have 322 automated shoe production lines; there are 3 provincial-level shoe-making enterprises. Forty-five companies, two companies have been identified as private technology companies by the Provincial Department of Science and Technology, more than 20 shoe-making enterprises have been listed as top 100 private enterprises in Huizhou City, and more than 70 shoe-making enterprises with an annual output value of more than RMB 20 million. There are more than 100 shoe-making enterprises with more than 5 million yuan; 95 companies with an annual output of more than 500,000 pairs of shoes; and more than 100 shoe-making enterprises in the county have built garden-style factories with an area of ​​1.62 million square meters. At present, the development of Huidong's footwear industry has been extended from Huangsong and Geelong to Pingshan, Daling and other towns. The scale of the industry is growing. 2, the characteristics of the industry's export-oriented The county shoe-making enterprise has more than 8,000 marketing teams and established "Huidong Shoes Chain Mall" in more than 100 large and medium-sized cities such as Guangzhou, Beijing, Shanghai, Shenyang and Hong Kong. The products are exported to Southeast Asia, Europe, America and Africa. More than 50 countries and regions. In the county, 260 shoe-making enterprises have obtained general taxpayer qualifications, more than 100 have obtained self-support import and export rights, and 132 shoe companies have set up trade offices overseas, covering dozens of countries and regions, forming large-scale sales. Network, product market share increased year by year. The county has an annual output of 600 million pairs of shoes, of which 90% are women's shoes, and the output value is 18 billion yuan, accounting for 7.5% of the national total, accounting for 16.5% of the province, and accounting for 45% of the county's total industrial output value. The total export of footwear products was 7.8 billion yuan, accounting for 41% of the county's export products. 3, product pass rate of 99% When the Huidong footwear industry flourished in the 1990s, some astute Taiwanese businessmen and Hong Kong businessmen came to invest in shoe-making enterprises. In spite of this, Huidong shoe owners do not crowd out their peers, but instead improve their quality and technology, improve circulation, increase their reputation and credibility, and make their products stand out and take the lead. After more than 20 years of development, private shoe manufacturers accounted for more than 95%. Huidong shoes are fashionable and fashionable and are favored by consumers. In recent years, shoe-making enterprises have adopted ISO international quality system certification and assembly line production to improve the overall quality of their shoes. Huidong's shoe products have a pass rate of 99%, and more than 130 shoe factories have passed ISO international quality system certification. Shoe-making enterprises also increase investment in technological innovation and design innovation. They set up R&D centers to engage in product research and development, implement the “going out†strategy, and fully grasp the global popular styles and fashion trends, so that the appearance and style of local shoes have been leading the trend. Among them, 15 companies received the Gold, Silver, and Bronze Award respectively for the 2006 “Leather Logo Cup†National Synthetic Leather Fashion Women's Shoes Design Grand Prix. Especially after the successful holding of the Third Shoes Culture Festival, "Huidong Shoes" is even more famous both at home and abroad. Nowadays, it is not uncommon for Cantonese people to buy Huidong shoes from Beijing or Shanghai. Whether it is the Canton Fair, the Expo, or the International Leather Fair in Dusseldorf, Germany and Milan, Italy, foreigners are full of praise for Huidong shoes. 4, obvious industrial brand effect Huidong County held a shoe culture festival, which not only effectively promoted the popularity of Huidong, but also promoted the development of Huidong footwear industry by leaps and bounds. At present, there are more than 2,000 shoe products in the county that bid for the registered trademark until 2006. The county has 2 countries inspection-free products, 14 footwear products trademark was rated as Guangdong famous brand, 4 shoes products were rated as Guangdong famous brand products, 3 shoes products were rated as Guangdong province leather industry featured brand; In the first half of 2006, 23 trademarks of footwear products in the county were rated as well-known trademarks in Huizhou City, and 3 shoes were rated as famous and high-quality products in Huizhou City. 5, shoe material production base continues to grow and develop The county shoe-making enterprises need to use shoe soles, heels, face cloths, and midsole cloths each year to reach 4 billion yuan. At present, the key project for the production and development of shoe materials covering an area of ​​6,000 mu in Huidong County is under construction. The footwear industry has become an important pillar of the national economy of Huidong County and a new economic growth point. Since this year, the Huidong County Party Committee and County Government have made the decision-making and deployment of the economic core area of ​​the Kyrgyzstan (Yong) Huang (Sui) Footwear Industry, and took the development and construction of the “Guangdong Province Shoes Material Production Base†as an important measure to implement it and implement it vigorously. Brand strategy, actively guide footwear companies to carry out concept innovation, technological innovation, product innovation, management innovation and marketing innovation, further open up domestic and foreign markets, promote the footwear industry to the production base, marketing network, product name optimization, market internationalization , the development of large-scale groups. We sincerely welcome all friends and merchants to come to Huidong to invest in the footwear industry for common development. (III) Analysis of Chengdu Women's Shoes Market In recent years, along with the rapid development of the coastal economy, some traditional industries have gradually shifted their production links to the central and western regions. Chengdu shoe-making industry relies on the advantages of coastal enterprises and international low-end low-cost market, through the development of OEM, processing, sample-made business, the scale of the industry has grown rapidly. At present, Chengdu has formed an industrial cluster composed of nearly 4,000 related companies. Its annual sales revenue exceeds 10 billion yuan, of which exports are 1 billion US dollars, accounting for about 80%. As a characteristic advantageous industry of Sichuan Province, Chengdu Footwear has formed a good development trend of "Sichuan Footwear Industry in Chengdu and Chengdu Footwear Industry See Wuhou". The shoe industry park in Wuhou District and its surroundings gather over 80% of Sichuan Province. The shoe-making enterprises formed a scale industry supporting Jackie Chan, the integration of production and sales, annual production of over 100 million pairs of leather shoes, and an annual output value of more than 70 billion yuan; the output of women's shoes ranks third in the country. At the same time, Chengdu has emerged a number of star shoe-making enterprises, such as Ai Miner Footwear, Cameto Footwear, Yilan Footwear, and Sanyia Footwear, among which the "Ai Miner" brand women's shoes were acquired in 2006. The only certificate for export-free products from the country was in the west. These enterprises have a relatively high level of production and design, and they are not satisfied with the OEM business. They urgently require the development of their own brands and improve their core competitiveness. In November 2006, Chengdu Footwear established the "China Women's Shoes Brand Strategic Alliance" to jointly promote the "Chengdu Women's Shoes" brand image. 60-70% of Chengdu women's shoes are exported to Russia. Actual trade is about US$1 billion. Mainly in the middle and low-end market, it is difficult to enter mainstream consumer markets such as shopping malls and department stores, and long-term retail sales exist. What is worrying is that in order to offset the cost increase brought by the Russian Customs in April 2004 to increase tariffs from Chinese goods, more than 90% of Chengdu women’s shoes’ export products are through “gray customs clearance†border trade methods! Chengdu has an annual output of over 100 million pairs of leather shoes, and the output of women's shoes ranks third in the country. However, the Chengdu-made women's shoes are not available in major shopping malls in Chengdu. Compared with Chengdu's major shopping malls, which are difficult to make "Chengdu" women's shoes, "Chengdu made" women's shoes have a good sales momentum in other cities in China. Shopping malls and supermarkets in large and medium-sized cities including Beijing, Guangzhou and Nanjing all have very good sales. There were a lot of foreign guests who wanted to bring back a few pairs of Chengdu shoes when they were on a business trip in Chengdu. However, it was very strange that Chengdu women's shoes could not be bought in large shopping malls. The phenomenon of “wall flowering wall incense†appeared in the development of Chengdu shoe industry. Limit the development of Chengdu footwear industry space. The style and quality of Chengdu women's shoes are good, but they haven't been able to go to the big shopping centers. What's the problem? It is reported that sales of Chengdu women's shoes have been polarized: because there are not many outstanding independent brands, most of the company's products are sold in the form of border trade to the rest of the world, but in Chengdu and even the whole country, they cannot find much Chengdu. Create women's shoes. In the past two years, promoting Chengdu shoes into local shopping malls has become one of the focal points for Chengdu footwear industry to achieve brand development. The relevant local government departments and shoe-making enterprises have made a lot of efforts to coordinate and communicate with major shopping malls in Chengdu and send their shoes to the door. However, the result is not satisfactory. It was only in March this year that a zero breakthrough was achieved. The reason is mainly the following three aspects: Although "Chengdu Shoes" has a large-scale industry, its design level is weak, production methods are backward, product quality is uneven, and overall image is not good. A considerable part of shoe-making enterprises are still in the hands of family-style management workshops. They are small in scale and large in number. Pre-stores, back-to-back factories, and shop-shopping are common phenomena. At the same time, information exchange, personnel training, and other supporting facilities have lagged behind the development of the industry. Although "Chengdu Shoes" appears as a star enterprise, the brand is not hard and it does not ring. For a long time, the company has re-branded and created the brand lightly, re-exported and sold domestically, making the consumer market a concept of "Chengdu Unnamed Shoes." At present, among nearly 4,000 Chengdu shoe-making enterprises, there are only a dozen of “Ai Miner†and “Kameido†brands whose brands are well-known in the industry. Large shopping malls are directly oriented towards mid-to-high-end consumer markets and are more willing to choose more mature brands. Once the Chengdu brand shoe company sent the product's picture information to the mall. The mall saw the product of the local company. 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作者: Asi("26417,27874,28059") 朱波涛