Where Is The Direction For China's Footwear Industry To Survive Under The Financial Crisis?

Under the influence of a series of factors, such as RMB appreciation, raw material and labor costs rising and financial crisis, a large number of small OEM shoe companies went bankrupt at the end of 2008. At the same time, the dominant brands such as BELLE, Daphne and so on occupy more and more market share, and the concentration of Chinese footwear industry is getting higher and higher. In cold weather, many other living brands are walking on thin ice while others are dead and frozen. In a panic, excellent companies will take the lead in self-help, and they must be those who never give up studying and always strive to explore the path of brand growth, down-to-earth and warm up. How to save themselves, in the context of market reality, what kind of leader is the entrepreneur plays a decisive role? Is it opportunistic, diplomat, expert, doer, heroic, strategist, and wizard? The behavior logic of leader internalization may lead enterprises to different paths. As Buffett said, only when the tide is out, do we know who is swimming naked. How to solve the shoe industry's survival under the economic depression? Many enterprises may not care about any strategic thinking. They just want to kill the goose that lays the golden eggs and get out of the difficult situation quickly, so as to solve the urgent need. We say that such enterprises have actually lost their ability to control themselves, just as Chinese football has been waiting for other people's mistakes to change their names and times, and the hope is slim. And for those who see opportunities and are eager to move in the crisis, we are trying to discuss their survival and development together. This is a consumer brand era. It is an indisputable fact to enter the era of customer economy. It has become a trend for consumers to redefine and choose brands based on economy, emotion and experience. This characteristic is more obvious in the economic depression, and the difference is that consumers attach the expectation of brand performance to price ratio. Looking back at the development process of China's footwear industry, from the perspective of consumers, the market changes have gone through four periods: product to channel, brand to consumer economy. How to break through the existing brand thinking, recognize the change of consumers' mental needs, and lead the consumption trend, so that consumers can enjoy their pleasurable pleasurable surprises, this is the deep thinking of brand healthy development. China's footwear industry has come to the forefront of winning the brand today, such as BELLE, AOKANG, Hengda, Binxing, Yi Kang, red dragonfly, etc., gradually awakening the brand market and consumer awareness, but far from the world's top brands. In the global economic crisis today, many Chinese brands are even the most basic survival problems. How to develop sustainably and become a top class brand is a common and profound issue discussed by entrepreneurs and professionals. In the past 30 years of reform and opening up, China's footwear industry has gone through a difficult road. It has gone through many frustrations. From poor quality to good quality, it has gradually formed its brand from domestic goods to foreign countries, and even seized the market of many countries in the world, but most of them are attacking the market at the expense of cost and resources. Data show that the average price of exported shoes in Dongguan, Guangdong in 2008 was 4.8 US dollars / double, which is also higher than in previous years, and profit margins can be imagined. In September 2008, in the southeast city of Elche, a vicious case of attack and burning of Chinese overseas shoe shops was attacked again. The Wenzhou shoes, worth about 1000000 euros, were destroyed. In a consumer brand era, did Chinese shoe companies really reflect on how to achieve differentiated survival in the brand era? Strategy tips: recognize the changing nature of the market and customers, adjust strategies, and work hard in crisis. Doing the right thing is always more important than doing the right thing. It can not grasp the pulse of the industry and will eventually be abandoned by the market. How difficult is it to be value driven? During prosperity, it is easy for people to ignore the cost or strategy, and it takes more courage to return to business in crisis. Under the crisis, China's footwear industry needs to consolidate the strategic thinking of value growth in particular. First, innovate customer needs. When innovating customer needs, we must be based on products or services before we can clearly tell customers what you have changed. What is the result of the change? What changes do we have to make in the future? Who are you? Who does it represent? What does this mean for customers? Value and desire. A pair of relief shoes worth 7 yuan and 8 yuan, why in the foreigner's "No" sound, our shoe factory modified more than 50 times, but sold 75 dollars abroad. Cui Hua, the boss of the shoemaking factory, said, "this is no longer a relief shoe. It has no strong rubber smell and is not smelly enough to wear. The wind blows and breathes, and it has waterproof function. It is more wearable, more comfortable and more fashionable. If you describe it in one sentence, you will wear it comfortably and lazily. No wonder innovation and breakthrough. Why are we so passive? Secondly, break the border. China's footwear industry must break through the traditional production boundaries and organizational boundaries as soon as possible, and solve the problem of differentiation and competitiveness on the one hand. Echoing clouds may solve the problem of survival for a time, but it will never last. How can Disney continue to attract consumers? One of the points is that anyone who enters the Disney world can play a role in playing games. You will experience many things and you will have an ending different from others. In the process of interacting with many characters, you have to believe in Disney's philosophy that anything can happen and you can create any magical memories. Disney is triggering the multiple emotional experience of customers and deeply burning them in the minds of consumers. On the other hand, we need to solve the problems of high efficiency, cost and sustainability in resource integration and integration. Being satisfied with the situation or opportune to tide over difficulties, it is impossible to achieve development in crisis. Moreover, helping and promoting customer growth is a weakness for Chinese enterprises. Multinationals' practices in this respect are worth learning, such as apple, KFC and Starbucks. Furthermore, enterprises should establish the goal and direction of sustainable growth. After accumulating good brand reputation and product scale, if we continue to pursue high quality, low cost or high quality customer service, and neglect the sustainable problems, blindly avoid market competition or stay in the strategy of damaging competitors, we can not really bring growth to the company. In the current economic situation, it is particularly important to do well in brand marketing. The essence of brand marketing is to communicate with consumers in an easy way and compete for consumers' mental and mental resources. For example, the BELLE shoes online shop launched by BELLE bull year. Shoe industry brand is how to position its own sustainable development goal and value direction, and let products and services stand out. The strategy suggests that marketing is a battle for cognition rather than product, and should enter the mind before entering the market. In a recession, it is more important to locate products or services accurately and to seize the minds of customers who are easy to change at this time. First, it is a wisdom and strategy to clarify the essence of shoes industry. What is the essence of China's footwear industry? The brand of every industry must cater to the essence of its industry so that it can follow the wind in the tide of the industry. But "many enterprises do not know what the essence of the industry is, and use their own imagination to draw up the enterprise strategy that does not conform to the nature of the industry." This is Lang Xianping's sigh. For sportswear and sports shoes industry, Lang Xianping thinks Nike and Adidas succeed because they really grasp the essence of the industry. And the essence of the industry mentioned here is not only a breakthrough in technology, but also a product that can improve the quality of sports, and more importantly, they link their products with the spirit of sports. The secret of brand is "this has been", the secret of super brand is "this is". Brand needs to be sustained by the support of corporate culture. Super brands require changing super culture to follow. The study of consumer psychology in catching up with the times should be especially concerned by super brands. For example, the pursuit of "cool culture" among young people has made the multi colored casual shoes lose 20% of the profits of traditional sports shoes (now Nike's stock price falls and product backlog). If sports consumers feel that Nike and other brand sports shoes are not cool, then the danger will arise. Italy brand GEOX (Jian Le SI), known as "breathing shoes", like giving shoes to the soul, so what kind of spirit do Chinese shoes give? The two star sports shoes have not been able to talk with Nike and Adi on the same stage. First, because the latter is predominant and dominant; two, the former does not have differentiated innovation and surpass the latter; the three is to give the brand the spirit and soul, and this kind of thinking and precise positioning seem to have been lost by the enterprise. What is the first brand choice of leather shoes consumers? How many of you are in the mind of consumers? Leather shoes seem more like clothing, which is fashion and comfort or health. As the saying goes: shoes and hats, how can consumers experience this? Today, with the development of personalized demand, how can we find the essence of brand from the renewal of consumption concept? How to persist? How to grow with consumers? Strategy hint: the essence and spirit of footwear industry is attached to the spirit and soul of brand. The change of brand thinking and the cognition of nature are the main concepts of many Chinese enterprises, that is, more products will make more money. However, as the market environment changes, especially the impact of the 2008 financial tsunami on Chinese enterprises, how to make brands in 2009 will become the most talked about issue of Chinese enterprises. The essence of cognitive brand needs many Chinese enterprises to break through. Why? There are few people who are interested in brand extension unless you know everything. Consumers buy products that are the leading brands of the industry. They are the mental areas that brands first occupy. Now that you don't change your brand thinking, the result is elimination. Although brand extension can bring you short-term profits and benefits, it can not bring a good premium to the brand, nor can you win the competition in the long run. Chinese enterprises must let their brand thinking change and innovate, so as to further recognize the essence of brand and gather on single product, not to do more products, nor to carry out brand extension without restraint. Strategy hint: if you can't fully understand the value of focus and focus, continuous success is the book of heaven. When you have a pronoun or position in the mind of your customers, it is hard for you not to succeed. Wang Jianguo, a professor at Peking University Guanghua School of management, believes that without a strong corporate culture and without outstanding corporate values, entrepreneurial spirit and corporate philosophy belief, a brilliant management strategy will not succeed. Culture is prior to science, culture is prior to knowledge, and without cultural pursuits, there is no motive and passion for doing things, so there is no incentive to develop the correct way of doing things. Science and knowledge are the right way to do things. First of all, we must have culture. People will have the power and passion to find these methods. The brand culture with the core of the first value concept is the key and must be implemented and disseminated in every possible way. Mercedes Benz is the first luxury, safety second, oil saving third; Volvo is safety first, luxury second, fuel saving third; TOYOTA is the first oil saving, safety second, luxury third. Such a consumer's memory of you is actually a corresponding trust, a wealth and the birth and spread of a brand. There are various ways to express brand culture, including internal and external, language and story.