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GEOX Bid Farewell To BELLE Shoe Industry And Speed Up China'S Market Expansion

2013/9/3 21:04:00 100

After the end of the 5 years of cooperation with China's female a target= "_blank" href= "//m.pmae.cn/" > shoes "/a" > BELLE, Italy's first casual shoes brand GEOX decided to accelerate its expansion in the Chinese market.

"P" earlier, GEOX chairman and GEOX founder Mario Moretti Polegato said in an exclusive interview in Shanghai that GEOX will accelerate the pace of opening stores in the Chinese market, and plan to increase the number of stores from the existing 75 to 160 in the year, equivalent to 5 new stores a week, and the number of GEOX stores will expand to 500 in the next three years.

Pauli GTO's trip to China is a 800th day double shoe launching ceremony for the AOKANG shoe Limited by Share Ltd of Zhejiang in August 29th (hereinafter referred to as AOKANG, 603001) for GEOX OEM.

In 2003, when the GEOX leisure shoes brand first entered the Chinese market, it was sold by AOKANG agency.

However, in 2008, after the expiration of the agency contract, GEOX chose to marry BELLE.

However, just last year, GEOX changed its agent again and co operated with another Chinese agent, Nissin.

for the above agent changes, Pauli adds that this is in line with the development strategy of GEOX at different stages in China.

Pauli adds that the past GEOX has the impression that Chinese consumers are more inclined to be a men's casual shoes brand, but in fact GEOX is a multi class casual shoes brand of men, women and children.

In the European market, the sales of these three products account for almost 1:1:1.

He hopes that the Chinese market will also be able to reach this proportion in the future.

at present, the GEOX product line also extends to < a target= "_blank" href= "//m.pmae.cn/" > dress < /a >.

"When some Chinese tourists go to our European stores, they will ask," why can't we buy some products in China? "This problem can be solved now.

Pauli said.

At the same time of changing agents, GEOX also set up a direct operated company in China, which is responsible for opening three outlets in Beijing, Shanghai and Tianjin. At present, the number of such stores is 36.

GEOX also plans to open Tmall flagship store within the year.

when it comes to new agents, Pauli GTO believes that NGC has sales experience in high-end consumer goods, which is in line with GEOX's need to upgrade its brand.

GEOX positioned consumer groups in China's new middle class.

Pauli adds that although China's current economic growth is slowing down, sales of some luxury brands have declined in China, but the sales growth rate of GEOX in China is still far higher than that in the European market. "We are not luxury goods."

in the view of Pauli GTO, the advantage of GEOX lies in its "Italy fan", besides the design of a target= "_blank" href= "//m.pmae.cn/", "leather /a" and "fashion capital" from florentina, Italy, as well as the patent technology of "breathable and waterproof" of GEOX.

this patent technology stems from a trip by Pauli GTO.

in the 90s of last century, when Pauli GTO was walking on a desert, he had instinctively stripped off his shoes and drilled some holes in the sole of his shoes because the rubber soles on his feet could not effectively dissipate heat.

After returning home, Pauli added to research and development in a small shoe factory owned by his family, and invented a new technology for rubber soles, and applied for a patent to create the first pair of "breathing shoes".

Less than 3 years after P, he tried to sell the patent to other companies, but failed, and finally decided to start his own production.

GEOX, the Italy shoe factory, which originated from 5 workers, has 30 thousand employees and has more than 1 stores worldwide after 17 years of development.

in addition to shoe business, Pauli gal is also teaching in many universities around the world, which is about patents.

In the view of Pauli, "a good idea is better than a factory."

In GEOX, 2% of the revenue is invested in R & D each year.