Chinese Shoes Enterprises Face Challenges

2012, superimposed influence of many unfavorable factors, raw material price volatility due to the appreciation of the renminbi, labor and energy costs rising, Chinese shoes enterprises earnestly field experience to the high cost era. Simple prices have not offset the high cost brought about by the pressure, and consumers will not often 20% to 30% rise in the price to pay, they need access to the corresponding value-added products and services. "Troubles" at the same time, Chinese shoes and apparel industry is also faced with shrinking export "foreign aggression". According to related statistics show that, excluding the price factor, in 2012 China's shoes export volume increased by only 0.5%, the number of shoes and apparel exports fell 0.2 percent. Industry profit growth continued to decelerate, a decrease of 46 percentage points higher than that in the beginning of the year.
The tightening of the external environment will form the the Forced trend on the domestic market, bringing a new round of industry reshuffle is imminent, shoes and apparel enterprise restructuring and upgrading. The past, that kind of price competition no longer exists. In high-cost era, companies need to think about how to go its own way, to seize the commanding heights of brand building and design and development of the two, the formation of a mature, complete technical and industrial system in the upgrading of the industrial chain Over the years, the Chinese Skate Shoes and apparel industry in terms of product development, fashion trends, brand content and other aspects have to imitate the shadow of the West. MADEINCHINA sweeping the globe, to bring the shoes and apparel industry is not the brand recognition, just a cheap label. From OEM to ODM, shoes and apparel industry chain in China has a manufacturing production line of luxury, but failed to bring the luxury premium.
2012 Chinese shoes and apparel brand how to break the heavy pressure, to enhance their soft power Shandong Ruyi Group, vice president of Ai-Ying Li, technology and brand wheel drive is the only way to develop business transformation. Chinese brands in marketing management and channel management is very weak, and need to complete the channels of innovation and marketing innovation. In addition, the shoes and apparel industry needs to build more industrial chain brand, the whole industry chain tend to improve every aspect of the industry chain are upgrading, be possible to produce the terminal brand. Integration of resources, hold together for warmth, the first choice of many companies in response to the crisis. A leading enterprises throughout the supply chain industry chain driven hundreds of SMEs. SMEs by domestic brands do the processing, supply chain integration, with local brands bigger and stronger.
Industry experts believe that a brand development to a stage, to see not only the scale of performance and market share, but should be brand competitiveness, as well as brand awareness, how to look at this brand to keep the brand fresh, how to determine the brand to maintain market influence, all managers must pay attention to. The maximum gap with foreign brands, cultural creativity, this Chinese shoes and apparel brand in the context of Chinese culture and modern lifestyle, efforts to create their own different brand culture.
For most of the Chinese shoes enterprises, the best way to transition is to build an international brand. With the enhanced awareness of copyright, create their own brand is imminent.
It's written by GoodLandShoes date 4.17.2012