Chinese Shoes Enterprises To Go Abroad Scenery
Brand is a double-edged sword, used properly can help companies to attract consumers, capture the market, and vice versa are not recognized by consumers, gradually disappeared in a competitive market. In the past, many domestic enterprises have not yet really understand the brand strategy will not wait to try, resulting in a large number of core competitiveness of the brand is not rushed out of the final but had failed. In the context of reform and opening up, Chinese enterprises are beginning to realize the importance of brand, have invested money and effort to build good positive self-brand, and in the domestic market has made some achievements. With the growing strength of enterprises as well as the domestic market increasingly saturated, some visionary companies have already set our sights on overseas markets outside China, with the brand awareness, reputation, influence and competitive advantages, Fengfengguangguang to go abroad.
As the leader in the Chinese sports brand Li Ning after years of hard work, finally in the domestic market, has laid a solid foundation, and in 2010 the first U.S. retailer opened in Portland, also indicates that Li Ning in the international strategy process on another cross a step closer. In fact, back in 1999, Li Ning on the proposed international development strategy, then the tour took part in the ISPO sports exhibition in preparation for expedition European market. June 2000, Li Ning won the French gymnastics team beat the Adidas sponsorship of equipment, then again in Spain, Greece, France 9 European countries to expand their franchisees. By 2004, Li Ning products have been sold in 23 countries and regions. Ning in 2009, the latest annual report, Ning to 8,387,000,000 yuan of sales far more than Adidas’s sales in Greater China. As a result, Li Ning 5 years than in the domestic sales for the first time Adidas, upward trend of violent. However, a closer analysis of the data found, Li Ning, domestic sales accounted for 99% of total sales, while the overseas market only to 1% of total sales. The data show that Li Ning embarrassment in the international market weakness.
Indeed, the international strategy to expand the market for enterprise development space, to help to increase the economic efficiency of enterprises, enhance the brand’s competitiveness. In the increasingly competitive footwear market, brand shoes, enterprises need to tap more market chances of survival, by continuing to meet the individual needs of different customers, so as to establish their own market position. Only has a share of the domestic market has clearly failed to meet the gradual expansion of the brand development of shoe desire to “go out” into the international strategy of many shoe ideal way to achieve higher profits. Although some companies have benefited, but there are many companies paid a painful price. The failure of international strategy could result in a company’s effort to collapse, thereby losing the confidence to conquer the international market. Due to the reason may be because enterprise strength not strong enough, or not been able to develop strategies adapted to local conditions, but also sometimes it is because of the difficulty of implementing these strategies far exceeded expectations.
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