Equipment upgrading and brand development channels

The development of China's footwear industry is showing new trends.

The reporter learned from the recent 103rd China Export Commodities Fair footwear exhibition and the seventh Dongguan international shoe exhibition shoe machine exhibition held at the same time, that our footwear industry is changing in the pressure -- upgrading shoe making equipment, brand driving and sales network are becoming the development direction of the shoe enterprises.

Upgrading equipment and building brand

Reporters at the exhibition found that, under the influence of many factors such as the rising cost of raw materials, export oriented footwear enterprises increased pressure.

Therefore, it has become the choice of many shoemaking enterprises to raise the price of products to relieve the pressure of operation.

It is undeniable that the bargaining power of many small and medium shoe enterprises is still weak.

However, reporters also observed that in order to enhance competitiveness, some shoe companies have greatly improved their enthusiasm for the use of new high-end equipment to equip enterprises.

Compared with the relatively cold front of the shoe vendors, the manufacturers who provide equipment for the shoe making enterprises are very popular before the booth.

At a shoe exhibition in Dongguan, a company from Shanghai exhibited a leather color printing machine, which breaks through the limitations of traditional printing equipment that can only print paper. It can print directly on all kinds of material surfaces, without plate making. It not only improves work efficiency, but also saves a lot of labor and material costs, and expands the business type of new products for shoe companies.

Brand promotion of shoe companies is also booming.

At the Dongguan shoe exhibition, several shoe companies on scale began launching brand promotion special - shoe models, fashion shows and boutiques, showing the new trend of fashion design.

Bei Jia shoes, Yi Si card shoes, Hengtai shoes and so on are conducting the high quality fashion show footwear distribution activities at the exhibition site.

At the same time, the "boutique Gallery" was set up to display the works of many famous designers.

"The value of the brand will greatly dissolve the current market pressure."

Xu Qiang, the business manager of Bei Jia shoe industry, told reporters that innovative design is the core advantage of the company. This also improves the competitiveness of the product, takes the middle and high-end line, and creates a well-known brand in the shoe industry, so that it can cope with the new market environment with ease.

Reporters at the company's exhibition hall saw that all kinds of fashionable and beautiful casual shoes were full of display cabinets, and many people were looking around.

Accelerating sales channel reform

Through the network platform to expand shoe sales and purchase channels, has become the direction of some shoe enterprises efforts.

At this Dongguan shoe exhibition, nearly 10 shoe related website stalls have become a new scenic spot for shoes exhibition: China International Shoes and trade net, search shoe net and so on, all aim at shoe business opportunities, and launch personalized service for shoes enterprises.

According to Taobao's 2007 data, footwear sales account for 1/3 of the footwear industry.

The fast and low-cost network platform is popular among shoe companies. Beckham has even established an e-commerce website called "sweet potato net", which is mainly composed of shoes and other products.

In addition to the network platform, the domestic market is also increasingly valued by shoe companies.

With the continuous development of China's economy, the national consumption capacity has been strengthened, and more and more shoe companies have begun to seek "walking on two legs" in foreign trade and domestic sales, so as to enhance their ability to resist risks.

Exhibitors Dongguan Wah Shen Footwear Co., Ltd., responsible person said, has been engaged in export orders in the past, but now is ready to register domestic trademarks, and enhance the strength of its domestic sales team, improve the proportion of domestic sales.

The bejia shoe industry has set up an internal sales department to prepare for more domestic market share. In addition, they have signed a supply agreement with the retail giant WAL-MART.

The peninsula shoe industry Co., Ltd., founded and developed by foreign trade, launched its domestic brand a few years ago and established a marketing network throughout the country.

Chen Xiquan, the business leader, told reporters that their share of domestic sales has expanded from 5% to about 15% now, and there is a further expansion of the domestic demand market.

New changes in shoe enterprises will be the beginning of a virtuous circle.

Through continuous product innovation to enhance the value added of our products, we will greatly accelerate the upgrading of China's footwear industry by shaping brands and expanding sales channels.