Quanzhou shoes brand accelerates the pace of internationalization strategy

Background: not long ago, the opinions of the State Council on accelerating the development of sports industry clearly put forward that by 2020, a number of sports backbone enterprises and enterprise groups with international competitiveness should be cultivated, which undoubtedly injected “a strong agent” into the pace of brand internationalization of relevant enterprises in our city

in the near future, the municipal Party committee and the municipal government will select a number of independent brands with good basic conditions and great development potential, and focus on cultivating Chinese world famous brand products and Quanzhou quality award enterprises in the city. Setting up exclusive channels, introducing a complete set of design software, participating in the formulation of international standards… Many first-line brand enterprises in our city speed up the pace of “internationalization strategy”. 1n fact, in China, the competition of domestic brand expansion sales has reached a white hot level, and speeding up the pace of brand internationalization has become the only choice for these brand enterprises

copy the ASEAN “nearby” internationalization

host: in the economic transformation, how to speed up the pace of brand internationalization is a problem that enterprises have to consider. Please talk about the main forms of Quanzhou enterprises to speed up the pace of brand internationalization

Su: in the past, Quanzhou shoes used to go through the wholesale market overseas for a long time, but when they arrived at the terminal, they went into the warehouse supermarket or became the ground stalls of the flea market, and there was no obvious embodiment in the brand value. However, with the continuous enhancement of brand awareness of Quanzhou enterprises, more and more enterprises choose to build their own channels in overseas markets< At present, overseas investment is the main form for Quanzhou enterprises to speed up the pace of internationalization. Enterprises can make use of the GSP system of ASEAN countries to avoid trade anti-dumping duties and high tariffs, such as establishing brand stores and production bases overseas, mastering sales channels and value-added links, and enhancing the competitiveness of brands in the international market Lin: due to the various preferential policies offered by the governments of Southeast Asian countries, many enterprises feel that the production bases in this region have more cost advantages. 1t is understood that this year, many enterprises in Quanzhou gathered to visit southeast Asia to explore the establishment of factories or stores Zhang: Taking Southeast Asia as the “springboard” to export brands can effectively reduce the relevant development costs of enterprises. On the one hand, the body shape and foot shape of local residents are similar to those of domestic consumers, and the experience accumulated by enterprises for decades can be successfully applied in the region. On the other hand, China has similar cultural identity with Southeast Asian countries, 1t is conducive to the rapid spread of enterprise brand< However, from the perspective of consumer market, the global economic growth point is still in Asia, in which China accounts for a large proportion. As far as the sporting goods industry itself is concerned, for example, in the United States, the consumption concentration of mainstream brands such as Nike and Adidas accounts for more than 70% of the market, while the consumption value in China may be less than 20%, which is basically in the "Warring States period". The saturation and concentration of mainstream sporting goods brands in the domestic market is far from enough, so we can try to develop overseas markets, but the main energy should also be put on the domestic market, and strive to be deep and thorough< Host: as a national footwear and clothing industry base, our city has launched supporting and rewarding measures for enterprises that have won the Municipal Quality Award, been selected into China's world famous brand reserve resource pool and participated in the formulation of international standards, and planned to launch our footwear and clothing brands abroad to build an international brand. So, how can enterprises effectively use the government's reward to strengthen the brand in the process of implementation Su: from the 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”, a strong brand echelon has been formed – the first echelon of national brands marked by Chinese famous brands and Chinese well-known trademarks, and the second and third echelons have been cultivated to form regional brand internationalization Lin: in some ways, the government gives more credit support to key reserve enterprises, and at the same time, it is the most beneficial to enterprises to give priority to the introduction of senior compound talents, registered residence, children’s schooling and housing placement. Br / >
in addition, at present, many shoe-making enterprises have to purchase molds from specialized sole and last enterprises for batch production. Because shoe-making enterprises have no proprietary intellectual property rights to these soles and last molds, shoe last manufacturers will sell these molds to other enterprises in order to increase efficiency, which objectively causes the serious problem of product homogeneity in the current shoe market, Therefore, enterprises with independent intellectual property rights will make products more competitive in the market

Zhang: drafting and formulating international standards is an important way for spring enterprises to compete for the international “voice”. Recently, Anta, Tebu, Huanqiu and Jordan participated in drafting and formulating six international standards, which is a zero breakthrough in domestic participation in international standards

some problems were found in the drafting work. For example, the whole shoemaking industry has a slow grasp of the core trend of international standards, and the enterprises can not respond to the changes of international standards in time, which also makes the shoemaking enterprises more passive in the face of foreign technical barriers to trade. At the same time, due to the lack of professional human resources, enterprises are often unable to cope with the rapid changes of new materials and new processes, resulting in the lag of product standards, and the more advanced technical standards can not quickly become the shared resources in the industry

therefore, it is necessary for enterprises to set up a number of full-time personnel to participate in the standard training, and establish a long-term mechanism of standardization supervision, so as to make the standardization construction of enterprises continue for a long time and effectively< Host: how to overcome the problem of "acclimatization" in the process of brand internationalization? Lin: it’s certainly not enough to rely on brand awareness and reputation alone to enter the international market. East Asia, North Asia, Central Asia and Europeans have completely different versions, shoe types and shoe lasts. Export products must be produced according to the “taste” and physiological characteristics of the local people Zhang: in terms of seasonal climate, we are making goods in winter. Australia may be making goods in summer. Southeast Asia has only one summer a year, and the proportion of winter and summer products in each region depends on the local seasonal climate and population demand. Therefore, in order to speed up the pace of brand internationalization, we must pay special attention to the changes of the plate type and regional seasons of the population Su: like Adidas and Nike, local brands have to face a series of localization problems to enter foreign markets. Lack of talents is the biggest problem of Quanzhou brand overseas development. So far, there are few successful cases that Chinese brands can really base themselves on abroad. To a large extent, China’s international management talent reserve is not enough

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