Famous Foreign Shoe Companies Seize The Chinese Market

While European antidumping measures against Chinese leather shoes are still going on, the famous shoe brands from Italy are seeking local agents in China to open up the Chinese market.

After the baptism of a financial crisis, the Chinese market is becoming the focus of foreign high-end brands to create areas.

Recently, Leaveland, a famous outdoor leisure brand from Milan, Italy, announced that it will cooperate with China Jialong trading company in the Chinese market. The company will fully manage the operation and use of maple leaf brands and trademarks in the Chinese market in Italy.

Emma, vice president of the International Affairs Department of Italy maple leaf company, said that for a long period of time, the Chinese economy was developing rapidly, and Chinese people were getting richer and richer than ever. In the past, luxury goods and high-grade goods were often the patents of business tycoons, successful personages or celebrities. Now more and more white-collar workers in the workplace are also trying to buy high-end brands.

The cooperation between Italy maple leaf and Jialong company shows that the brand of Italy shoes and clothing is becoming more and more important to Chinese market.

Just last year, the Italy Foreign Trade Commission and the Italy Footwear Association (ANCI) held a press conference on the trend of Italy footwear industry in 2009/2010 autumn and winter in Beijing.

This year's activities have played an important role in the export of footwear to Italy.

According to relevant information, 10 years ago, the annual export volume of Italy shoes to China was only US $100 thousand, now it has increased to 100 million US dollars, and its growth rate is gratifying.

In view of the Chinese market's acceptance of Italy shoes, the Italian side will focus on developing other markets outside Beijing and Shanghai starting this year, such as Qingdao, Shenzhen, Chengdu, Chongqing and so on.

It is understood that more and more European shoes and clothing brands have shifted the focus of the market to China, which has made many shoe and garment enterprises in China try to cooperate with agents in recent years.

Last year, a group of Wenzhou businessmen in Zhejiang went to Italy in two months to discuss the acquisition and cooperation of more than 50 famous international shoes and clothing brands, and the group went to Europe for brand inspection.

At the same time, shoe and garment enterprises in Quanzhou have also emerged in recent years in the field of agency and acquisition of foreign brands.

At present, there are three Shu group, Quanzhou Sports Products Co., Ltd., Wan Tai Sheng group, Quanzhou Taya shoe material Co., Ltd., Jinjiang billion birch Co., Ltd., and luantai Light Industry Co., Ltd., etc., relying on their own shoe factories, acting on more than 10 foreign brands, such as production and marketing.

In addition, XTEP Sports Products Co., Ltd., Nanan Gang Deng Shoes Co., Ltd. and Fujian provincial foot Sports Products Co., Ltd., and other enterprises in addition to operating their own brands, are also well-known brands abroad.

　　业界人士建议，除了成熟的品牌以外，其保证品牌价值的设计人才、设计水平以及在新兴市场的影响力，都是中国企业在实施海外并购时的重要考量标准之一。这位业界人士认为，意大利鞋企的品牌、销售体系以及设计水平是中国企业所缺少的，中国企业不仅要分享其品牌、渠道，最终目的是要通过其高端设计人才和设计水平，将中国鞋打入意大利市场，并为进入欧美等海外高端市场打下基础，以摆脱中国制鞋业加工贸易的生产模式，扭转中国鞋业在国际制鞋产业链分工的不利地位。