Domestic Shoe Companies Regain Market Position And Pursue Original Design.

"Mixed up" is not based on different brands in the same store. shoes After all, the uneven quality of the products is still normal. After all, the cost input and the target audience have their own location. The problem is that it is difficult to convey a unified design style for the single brands of the same brand. What is even worse and puzzling is that some domestic shoe brands are blatantly plagiarizing in the details of the design: last year, a Italy brand's sandal sandals were particularly outstanding because of the ingenious design of the heel and the retail price of up to 1000 yuan. This summer, the details of the same design, in several domestic brands of shoe rack "everywhere".

First of all, the appearance design of shoes for each season is actually an intellectual property right, and the design itself condenses. Designer Wisdom and innovation are the fruits of the work of intellectual workers, who should have been protected. The phenomenon of plagiarism is common, and objectively condone unfair competition between shoe companies. Unjust enrichment is not conducive to the cultivation of innovative business ecosystem, but also blocks the overall upgrading of China's footwear industry and is difficult to adapt to international competition.

The "bringing doctrine" is performed openly and openly, and the originator and the plagiarist co-exist in the same shopping mall. Perhaps this is a "hidden rule" in this fast moving product industry, but this obviously underestimates the intuition of female consumers. It is difficult to rush to this brand's disgust and denial in the instant of seeing the copied product. This kind of resentment from consumers should not be what the plagiarism wants to see, and perhaps the domestic shoe enterprises that do so do not care so much and so long. However, the domestic shoe enterprises have completed the industrial upgrading from low-end processing to independent design, which is the trend of the times. The shoe enterprises with clever plagiarism will be the first to be eliminated in the competition.

China is currently the world's largest shoe producing country. China accounts for 10 billion of the world's annual output of 15 billion pairs of shoes, but behind this output, there are few high-end brand designs.

In addition to the competition among a large number of shoe manufacturers in the Chinese market, Chinese shoemaking enterprises as a group are competing with the shoe manufacturers of India, Indonesia and Vietnam competing for international markets such as Europe. Stagnation is a setback in this long and fierce competition. At present, Portuguese and Spanish shoe companies are accelerating the upgrading of product design.

Secondly, at present, a commercial environment that encourages innovation and intellectual property rights has not yet fully arrived, and the rules of the game and the market environment can not be changed in the short term. Consumers have already put forward higher requirements for the brand recognition of shoes. The recognition of this brand is more directly passed to consumers through the appearance design, and consumers' approval of the design is the first step to establish consumer dependence. This is especially true for shoes such as fast moving products. If shoe companies do not take the initiative to adjust, it will be difficult to adapt to this change from the domestic consumer market.

In the same Shopping Mall, a 120 year old Czech shoe brand attracted the author's idea. The shoes of this brand look "unattractive", and the texture of their skins and plain coloring are not fancy, they do not follow suit. In the selection, the author has been entangled with three pairs of fancy shoes for a long time, because they are all unusually difficult to handle. However, the reasons why they are difficult to handle are different: a pair of heels is the most expensive material of velvet, and can not be used for water. A pair of shoes and wax that needs to be produced by this brand is used, while the other one can not be oiled and can only use waterproof spray. However, after careful consideration, there are three things behind the "difficult to handle" situation: they are all pursuing the details of the quality of products, while maintaining the unique differences of each shoe.

This pursuit has formed the unity connotation of the brand, and the unique identification degree is undoubtedly this. brand The underlying reason that can survive for 120 years. A keen female consumer can appreciate the originality of the designer behind the shoes. Each pair of shoes is like a life body, conveying the designer's thoughts. Consumer recognition of a shoe is more of a recognition process for the designer, but also a process of brand identification. This kind of brand recognition, which remains unchanged for hundreds of years, is like a "hidden patent". It is part of the brand value. I am afraid it is difficult for the quick success and instant benefit shoe companies to copy it.

At present, China's economic growth is more and more emphasis on the contribution rate of consumption, while Chinese families' increasing purchasing power is looking for exports of high quality and high recognition. In April this year, the International Monetary Fund released a report that China's household debt ranks fourth in the 11 Asian countries surveyed, while China's salary growth has exceeded housing prices. Statistics show that the average income of urban and rural areas has a positive growth of 10% to 12% in 2013. According to the analysis, the average Chinese consumer consumes only 2.5 pairs of shoes per person per year, far lower than that of the US consumers at 7.5 pairs per year. There is great potential in China's shoe consumption market.

As a result, in the face of the huge domestic consumption market and the accelerated upgrading from international competitors, smart shoe companies only respect independent design and actively promote transformation and upgrading.