Quanzhou Footwear Brand Accelerates International Strategy

Background: Not long ago, the State Council's proposal for accelerating the development of the sports industry clearly stated that by 2020, a group of key sports companies and enterprise groups with international competitiveness will be nurtured. This undoubtedly infuses the relevant enterprises in our city to accelerate the pace of brand internationalization. "cardiac".

In the near future, the municipal party committee and the municipal government will select a group of independent brands with good basic conditions and great development potential, and focus on fostering the world famous brand products and Quanzhou quality award companies in the city. The establishment of special channels, the introduction of a complete set of design software, participation in the formulation of international standards ... ... a number of first-tier brand enterprises in our city to accelerate the pace of "internationalization strategy." In fact, at home, the competition for sales expansion of domestic sales brands has reached a level of enthusiasm. Accelerating the pace of internationalization of brands has become the best choice for these brand companies.

Sourcing ASEAN's "closest" internationalization

Moderator: At the time of economic transformation, how to speed up the pace of brand internationalization is an issue that companies have to consider. Please talk about the main form of Quanzhou enterprises to accelerate the pace of brand internationalization.

Su: In the past, Quanzhou shoes went overseas for a long time to go to the wholesale market. When they reached the terminal, they went to warehouse supermarkets or spread goods to the flea market. There was no obvious manifestation of brand value. However, with the continuous improvement of brand awareness of Quanzhou enterprises, more and more companies have chosen to build their own channels in overseas markets.

Overseas investment is currently the main form of Quanzhou enterprises to accelerate the pace of internationalization. Enterprises can use the generalized system of ASEAN countries to avoid trade anti-dumping duties and high tariffs, such as establishing brand stores, production bases, etc. overseas, and master sales channels and value-added sectors to enhance the brand's competitiveness in the international market.

Lin: Because of the various preferential policies granted by the governments of Southeast Asian countries, many companies feel that the production bases in the region have more cost advantages. It is understood that many companies in Quanzhou this year get together to visit Southeast Asia to explore the establishment of factories or stores.

Zhang: Exporting brands to South East Asia as a "springboard" allows companies to effectively reduce related development costs: On the one hand, the physical shape of local residents is similar to that of domestic consumers, and companies have accumulated decades of experience in garment form and foot molding. Can be successfully used in the region, on the other hand, China and Southeast Asian countries have similar cultural identification points, is conducive to the rapid spread of corporate brand.

However, from the perspective of the consumer market, the current global economic growth point is still in Asia, of which China occupies a large proportion. For the sporting goods industry itself, for example, in the United States, the consumption concentration of mainstream brands such as Nike and Adidas accounted for more than 70% of the market, while China's consumption value may be less than 20%, basically in the "Warring States Period." The saturation and concentration of mainstream sporting goods brands in the domestic market is still far from enough, so you can try to develop overseas markets, but the main energy should also be placed on the domestic market, and strive to do a deep job.
Both internal and external standardization

Moderator: As the national footwear and footwear industry base, the city has introduced support award measures for winning the city quality award, being selected into the China World Famous Brand Reserve Resource Bank and participating in the formulation of international standards, and planning to launch the city’s footwear brand into the country to create an international brand. . Then, how can companies effectively use government incentives to strengthen their brands in the implementation process?

Su: From the perspective of domestic successful experience, to speed up the process of brand internationalization, we must rely on the leading role of leading enterprises. Taking Wenzhou leather shoes as an example, under the leadership of the “Leader”, it has formed a strong brand echelon - the first echelon of national brands marked by Chinese brand names and well-known Chinese trademarks, and cultivates second and third echelons to form regional brands. globalization.

Lin: From a certain point of view, the government has given more credit support to key reserve companies. At the same time, the government has given priority to the introduction of advanced compound talents, household registration registration, children’s education, and housing placement. .

In addition, many shoe-making enterprises currently purchase molds from specialized shoe soles and shoe-shoe companies for mass production. Because shoe-making enterprises do not have proprietary intellectual property rights for these shoe soles and shoe-shoe molds, shoe-maker manufacturers may increase their profits in order to increase profits. Selling these molds to other companies also objectively causes the serious problem of product homogeneity in the current footwear market. Therefore, the independent intellectual property rights of the company will make the products more competitive in the market.

Zhang: Drafting and formulating international standards is an important way for Quanquan to compete for international “right to speak”. Recently, four companies, namely Anta, Xtep, Ryukyu, and Jordan, participated in the drafting and formulation of six international standards. This is at the domestic level of participation in international standards. It is a breakthrough of zero.

Some problems were found in the drafting work. For example, the entire shoemaking industry had a slow grasp of the core trends of international standards, and companies were unable to respond to changes in international standards in a timely manner. This also made shoe-making enterprises more passive when faced with foreign technical trade barriers. At the same time, enterprises are often involved in the development of standards, often due to the lack of professional human resources, unable to respond to changes in new materials, new technologies with each passing day, resulting in lagging product standards, more advanced technical standards can not quickly become the industry's shared resources.

Therefore, it is necessary for enterprises to set up a number of full-time staff to participate in the standard training and establish a long-term mechanism for standardization supervision so that the standardization of the enterprise can be sustained in a long-term and effective manner.

Localization of Localization in Romance

Moderator: How to overcome the problem of "imperfection of water and soil" in the process of brand internationalization?

Lin: It is certainly not enough to rely solely on brand awareness and reputation in the international market. In East Asia, North Asia, Central Asia, and Europeans, the version, shoe type, and shoe lasts are completely different. Export products must be produced according to the local “taste” and physiological characteristics.

Zhang: In terms of seasonal climate, we are doing winter goods. Australia may be doing summer goods. Southeast Asia has only one summer a year. The proportion of products in each region in winter and summer also depends on the local seasonal climate and population needs. Therefore, to speed up the pace of brand internationalization, we must pay special attention to subdividing the preferences of regional populations and changes in seasons.

Su: Like Adidas and Nike entering the Chinese market, local brands have to face a series of localization issues when they want to enter foreign markets. The lack of talent is currently the biggest problem for Quanzhou's overseas expansion. So far, Chinese brands have been able to truly establish a foothold abroad, and few successful cases, to a large extent, have been insufficient for China’s international management talent pool.