Ruian: Brand Development And Industry Breakthrough

In the first half of this year, Ruian's total exports amounted to US $1 billion 384 million 870 thousand, up 9.21% from last year.

Among them,

The export volume is about 280 million US dollars, which exceeds the export volume of automobile and motorcycle in one go, and leaps to the largest export product in Ruian.

Behind the achievements are hard work.

In recent years, the RMB continued to appreciate, labor costs continue to rise, shoe leather industry began to enter the era of meager profits.

In the face of difficulties, Ruian shoe leather enterprises always adhere to the main business, constantly increase brand building efforts, enhance the core competitiveness of enterprises, and drive the industry as a whole to break through.

Trademark strategy and brand enterprise

Zhejiang Senna group is a national export to the European Union.

The largest number of enterprises export to tens of millions of dollars per year.

Reporters in the company's laboratory to see, according to the needs of domestic enterprises to develop new safety shoes have just completed development.

Sun Yilian, chief executive officer of the company, introduces that 80% of the products of seine group depend on exports.

And the impact of RMB appreciation, corporate profits have shrunk.

After the company's "SAINASI" trademark was selected as China's well-known trademark, the senna group promptly adjusted its marketing strategy, increased product research and development, and expanded the domestic market with brand advantages.

Since the beginning of this year, the sales of Sena group have been basically flat compared with the same period last year, and the profit level has increased steadily.

"Many large domestic enterprises have ordered us to design and develop them."

Sun Yilian said that after gaining the well-known trademark in China, the popularity of the enterprise was greatly improved and the economic benefit was very obvious.

Zhejiang's people's Shoes Co., Ltd. has won the well-known trademarks in China.

On the day of the interview, the temperature was as high as 36 degrees centigrade. In the hot weather, enterprises opened up cold air equipment, and more than 600 workers rushed to work on the whole.

"We got the title of China's famous trademark in April 28th. Did you read the newspaper of that day?" Liu Haibin, manager of Personnel Department of Zhejiang people's Shoes Co., Ltd., did not forget to mention this.

With the reputation of "shoe market in Zhejiang Province", the production of rubber shoes has been a proud industry for local people. However, in less than two years, labor costs have risen by nearly 4, and some small businesses have fallen into losses.

Faced with difficulties, the local leading enterprises, Zhejiang's human oriented footwear industry, are in the opposite direction. We should pay close attention to quality management, deepen brand building, expand production scale and market share, and increase employee benefits and enterprise benefits.

After gaining the recognition of China's well-known trademark, the company takes the main business as its own brand as the main strategy to realize the sustainable development of the enterprise.

"The brand is our own, and the road ahead will be better."

Talking about the recognition of independent brands and well-known trademarks, Fan Jie, sales manager of Zhejiang Ben Ben Shoes Co., Ltd. feels very much.

Next, enterprises intend to make good use of well-known trademarks, readjust their pformation and upgrading ideas, and develop foreign markets with their own brands by taking root in the domestic market.

Using brand to drive breakout in the whole industry

At present, Ruian has nearly 1000 manufacturers of shoe leather, with an annual output value of 13 billion yuan.

However, the industry has fewer leading enterprises, fewer high-grade products, less independent research and development, and few independent brands, resulting in low quality, low price and low profit.

Some leading enterprises are actively introducing new materials and new technologies, speeding up the upgrading of products, strengthening the cultivation of regional brands, brand names and famous brand products, expanding their popularity and enhancing their competitiveness.

According to statistics, at present,

The shoe leather industry has 2 gold cards and 16 well-known trademarks.

"We will help enterprises build regional brand and enterprise brand, guide and support enterprises to take the road of brand development, enhance the added value of enterprise products by brand building, and promote the pformation and upgrading of enterprises."

Chen Zhongwang, Secretary General of the shoe leather industry association, said: "we must base ourselves on industry, continue to increase brand cultivation, seek development through brand, and lead the whole industry to break through."