China'S Footwear Industry Is Taking The Road Of "Rural Encircling The City".

From any point of view, China

It has been concluded that China's footwear industry is taking the road of "rural encircling the city".

Indeed, from the processing to the construction of the independent brand, the shoe enterprises did not break into the high-end market at the beginning of the development, but more pragmatic in the two or three line city "deep ploughing".

In just over a decade, the sales performance of China's shoemaking industry in the two or three tier cities has been enough to make international famous brands "drooling".

As a result, international famous brands put their shelves aside and started marketing campaigns to China's two or three tier cities.

The Chinese footwear brand seeks to march to the first tier cities. The international famous brands are beginning to extend the market to the two or three line city. In fact, the development trend also means that the local "grass root" brand and the international brand start a new round of "more force".

After careful study, we find that at every relevant footwear exhibition, Adidas, Nike and other brands can come to the exhibition one after another, which not only verifies the adjustment of international famous brand marketing strategies from side to side, but also enables the Expo to have local brands competing with international brands.

International famous brands march into the two or three tier cities, which does not mean that they have retired from the first tier cities. While the local footwear brands are consolidating the market share of the two or three tier cities, they begin to attack the first tier cities, and do not show that the local brands have made the necessary preparations for brand upgrading.

If we still rely on celebrity endorsement, media advertising and sponsorship to enhance brand influence, local brands may not be able to knock out the market door of the first tier cities.

For example, the shoe Fair has always been a barometer of China's footwear industry's foreign trade exchanges.

In the past, the shoe fair did not receive enough attention from some brands in the world, just to verify that the brand of Chinese shoe enterprises had no time to take care of him at the stage of "horse race".

After gaining enough market share, local footwear brands began to attach importance to improving their quality and reshaping their image. The shoe fair also became a good display platform.

But it is not enough to make use of the shoe Fair for simple exhibition. What is more important is to show what and how to display. There is no doubt that there is still a big gap between local brands and internationally famous brands in terms of the generation of footwear technology and the operation level of brand marketing.

From OEM to self created brand, from the copy to the self integration, the Chinese footwear industry has gone out of a distinctive development path.

What needs to be clear is that market share is not equal to product quality. The strength of capital is not equal to the development prospect. There are still many things that local brands need to learn and learn from in the competition with international brands.