Wenzhou Shoe Enterprises Are Not Obvious In Establishing Their Own Brand "Business Line".

A survey conducted by market organizations for more than 2000 Chinese senior managers and exporters representatives shows that Chinese Enterprises

On the 20 day in Shenzhen, "2011 business pioneer Forum - brand way" forum, global resources's world manager magazine publisher Pei Ke announced the findings of the survey.

He said: "judging from the survey, the vast majority of Chinese foreign trade enterprises are short of brand names or brand names, so it takes a long time to cultivate the market.

For them, building and upgrading their own brands can create higher profits and help to get rid of low prices.

The survey results show that, overall, there is still a certain gap between the development level of Chinese brands and the international brands, and the degree of brand promotion in different manufacturing industries is uneven. Among them, the brand building of sports apparel and kitchen appliances industry is better than that of stationery and infant and children's products industry. The gap between Chinese kitchen appliances brand and international brand is gradually shrinking, and a number of leading enterprises have been formed. At the same time, the LED TV brand of Chinese household appliances industry is no match for the international brand.

Pei Kewei said that under the new economic situation, China's manufacturing industry faces many pressures and challenges such as RMB appreciation, raw material prices and liquidity tightening. In the new and complex competitive environment, overseas buyers no longer focus solely on product quality. What they attach more importance to is their uniqueness and brand reputation. Therefore, the whole industry is shifting from "quantity consumption" to "brand consumption", which constitutes a new brand building for Chinese enterprises.

Recently, I visited a brand shoe manufacturer in Wenzhou. The shoe business planner told reporters: "we have established long-term trade relations with German customers, but German customers really care about quality and details. They are not only our co operation companies, but also have other cooperative enterprises in China. They focus on order completion on time, at the same time, they are more picky about product quality and details, our initiative is also decreasing, and their choice continues to improve."

Reporters found that many of these export oriented shoe companies were also in Wenzhou. The gradual loss of initiative forced them to reconsider putting the main force in the domestic market gradually, and seize the initiative of the market to have a long-term stability.

The export market is also very difficult to brand out, many Wenzhou local shoe enterprises generally go to the OEM route, and there are few examples of successful internationalization of their own brands.