National shoe market with the brand agency to achieve a win-win – Apparel, Women – Clothing industry
Recently, China's leading fashion sporting goods business?? Special step by Disney Consumer Products International announced the grant, "the Disney campaign" brand non-exclusive franchise, and can be applied, "the Disney campaign" brand in 21 countries including Southeast Asia, the Middle East and Central European region Clothing , Footwear and accessories design, production, distribution and the Sell Work.
Recent years, the development of China's footwear industry very rapidly, China has become the world's largest shoe manufacturing base and exporter of footwear. Currently, the U.S. "Playboy" and the United States, "Disney campaign," France "crocodile", Italy "Kangaroo", British "Shengfu Lai" and "Mashimaro", "Ultraman" series, cartoon brand, recently have been Quanzhou shoe were obtained Proxy Production or marketing rights, involving nearly 20 American and European brands. Since Financial Crisis, foreign brands seriously affected by the economic downturn, while the domestic shoe industry have increased efforts to upgrade and expand the international market, and homeopathic agents of foreign brands. The industry believes that the agent of foreign domestic shoe brand purpose and not just in front of agents to earn profits more important, is to the international quality brands from Cooperation Accumulated operating experience, the way foreign brands through a proxy, gain more market share, expand sales and increase reputation, enhance corporate image.
Domestic shoe selection and cooperation with foreign brands for rapid economic growth in China, is a global consumer market, new growth market considerations. In particular, the 2008 Olympic Games in Beijing brought economic growth and enhancement of sports enthusiasm, will make the market even broader. Foreign brands make the brand into China rapidly, faster time to integrate into the Chinese market is naturally the most convenient mode of operating experience and local market channels of business cooperation, in order to cultivate new markets to save costs. China sports brand not only has the brand most cluster, a large manufacturing base, gathered in separate ways Marketing Personnel, but also filled with Ganpin daring entrepreneurial passion, naturally become an international brand preferred partner.
And choose to cooperate with domestic enterprises, in addition to reducing the cost for brand promotion agency of the profits, learn foreign brands Management Experience, technology, channels of experience, many companies are also keen on other objective agent. "Disney is a very good international brands, the Acting 'Disney sports', we not only get the added value brought to its premium brand, the learning of others to develop a new brand management and channel resources, is also a harvest." "Disney's movement," said marketing head. The vice president of special step that leaves Qi, special steps cooperation with Disney, in addition to Chinese and to benefit economically, but also to see another point, that the team is a very good training and promotion opportunities, business from the international excellent cooperation of the brand gained operating experience. "Cooperation with Disney, special steps for boosting the role of brand internationalization is obvious. The international competition, there are many commercial game is not yet known. Disney as the world's hundred brands, has extensive international business experience, , for the special is a rare step in terms of cooperation, but also a rare opportunity to learn.
In addition, the domestic shoe agent of foreign brands, there are some drawbacks. First, the risk is higher, the domestic footwear enterprises rely on open market sales of foreign brands, the once the agency contract expires, companies may face the risk can not be renewed. Second, corporate profit margins small. Foreign brands because of its popularity, although making agents branding costs savings, but the agents have to pay a high brand agency fees. Therefore, the domestic footwear enterprises can not have been content to OEM, it should be constantly committed to upgrading and brand building.
As the industry has said: For enterprises, the agent of foreign brands is the choice stage. Its been for the wedding dress for others, not as good as all the energy to create and promote their brands. Brand is the best choice for enterprise survival and development.
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