Annual international industry event -- China International

Casting brand and expanding function

For many large enterprises, the important way to enhance the added value is either to cast the brand, to cultivate consumers' trust in the brand, or to expand the function of the product, so as to upgrade the product.

Hetai leather (Tianjin) Co., Ltd. is an enterprise that produces high-grade leather and fur garments, and also a "Chinese leather garment king".

In the new wave of development, they focused their attention on brand building.

"European famous brand handbags, one to sell tens of thousands of dollars, we are still rushing to buy, why? Because it has a history, culture, consumers are more of its cultural identity."

General manager of Hetai leather (Tianjin) Co. Ltd.

In recent years, the international famous brand leather products have gained high profits in the Chinese market.

After envy, many enterprises are also determined to build their own brands.

How to do brand building? "Cultivating domestic brands is not just advertising several stores.

It takes a long time to cultivate a brand. "

Lian ai said, "the domestic market has been developing very fast recently, and many enterprises only see the situation in the past one or two years, which is not acceptable."

In Lian's view, making money depends on business sense, and making brand relies on thinking.

And Thailand's idea is to become a popular brand, so that ordinary middle-income residents can afford to buy their own leather.

"Popular brands are not synonymous with low profits."

Lian ai said, the same is leather, although the same raw materials, but different designers, different styles, the value is different.

The Thai leather industry will strengthen its own style and take the road of brand building.

In addition, according to the development ideas of the company, they intend to set up their own direct stores in the future, reduce circulation links and reduce costs, so that they can make profits to consumers, lower product prices and better achieve the goal of "enabling middle income earners to afford".

Some enterprises choose to increase the "gold content" by expanding product functions.

At present, the EU has imposed anti-dumping duties on genuine leather shoes from China, which has also forced some shoe companies to focus on improving the added value.

In order to avoid risks, AOKANG Group Limited has vigorously developed functional leather shoes, such as shock absorbing shoes, golf shoes and so on, and plans to develop low carbon leather shoes made of environmentally-friendly materials.

The price of functional leather shoes is higher than that of ordinary leather shoes 40%-50%.

Wenzhou jel shoes company has introduced nano air conditioning functional shoes that can regulate the air in shoes.

The shoes are provided with air bags in the heels of the shoes. When people walk, the turbid gas in the shoe cavity can be removed to achieve clean, dry and breathable purposes.

A pair of leather shoes that appear to be ordinary are endowed with higher value because of their originality.

Improve the added value with fashion elements

Haining is China's leather capital.

Many companies here choose to add more fashion elements to their products.

At the exhibition in Shanghai, the exhibition booth set up by Haining enterprises is unique.

The whole booth is surrounded by tall wooden boards and strong steel pipes. Most of the garments are dyed and gradually dyed into gradation, just like an oil painting with thick ink and heavy color.