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Review The New "Pulse" Of Footwear Industry In China In 2012

2012/3/30 8:55:00 19

Brand Pformation Of Clothing And Footwear Industry

2012 came unexpectedly, accompanied by a new round of global economic crisis, which is heading for the "deep water area".

2012, the symbol year of the strong cold wave is only a little later than that of 2008. In fact, the true value of the Mayan prophecy lies in its warning function. The Mayan prophecy is that human beings must always be vigilant and awe about their own living environment.

And the need for vigilance and reverence for environmental change is also China.

shoes

Clothing industry.

In the past 2011, China's footwear industry and the external environment have been undergoing major changes. On the one hand, the European and American sovereign debt crisis, which has continued to ferment and spread, has seriously impacted the total export volume and growth rate of China's shoes and clothing trade, and gradually formed a pattern of "low end and difficult to catch up". The domestic demand market has maintained a steady upward trend in the context of "double downturn" of the stock market and the property market, and continues to play the role of "world economic engine".

"Two meetings" hot deduction

A major industry event that attracted great attention in 2011 is the "two meetings" that are still in the process of synchronizing. The first is that local brands and foreign brands meet in a comprehensive way in the three or four line cities. The contention between the local resources and the customer resources becomes increasingly fierce. The two is that the dominant enterprises and the capital market meet in an all-round way, and capital has become the key force for the footwear industry to go deep into integration and realize pformation and upgrading.

Standing at the entrance of 2012, let's listen or look at Chinese shoes together.

Clothing industry

The new "pulsation".

At the macro level, China's economic slowdown has become a common expectation. It will be accompanied by a reduction in the total income of the residents, a relative decline in purchasing power, a blockage in the employment channel, and a fierce competition in the consumer market. The pformation and upgrading of the footwear industry will also lead to a major adjustment in the industry pattern.

Looking at the micro level, China's footwear industry has entered the new era of brand led consumption. The industrial thinking of entrepreneurs has entered the period of adjustment and upgrading. Upgrading the soft power has become the only choice for the core competitiveness of enterprises. Capital has become the key supporting resources for the footwear industry to climb the higher industrial level. The three or four line cities of foreign brands will sink into a new round of fashion consumption revolution.

China's footwear industry has already been walking on a brand-new industry path, and the industrial pformation and upgrading is also at a critical stage.

In the face of the uncertain internal and external industrial environment, it is particularly important and urgent to understand the evolution trend of the industry and build a new "turning point thinking" in China's footwear industry.

From "world factory" to "world market"

From the low end of the industrial chain, we strive to seize the commanding heights of R & D and marketing.

In the past 30 years, in the face of the trend of global industrial pfer, China's shoe and clothing industry has brought into full play the comparative advantage of low labor cost, and seized and made good use of it to become a global opportunity for shoes and clothing manufacturers.

At the cost of consuming resources and sacrificing the environment, extensive development without core technology and low added value is difficult to sustain or needs to be turned to stimulate domestic demand, thus forming a pattern of external demand and domestic demand coordinated to drive economic growth.

China is changing from a "export machine" to a "consumer machine", from a "world factory" to a "world market", and ushered in the historic opportunity for the domestic market to rank in the forefront of the world.

The lagging behind of research and development and the unsmooth marketing channels are the two bottlenecks faced by the independent brands of China's footwear industry. They are struggling from the low end of the industrial chain to seize the commanding heights of R & D and marketing, or the brand strategy of the Chinese footwear industry in the coming period.