Get Rid Of Dependence On Russian Market, Export Of Sichuan Shoes Will Not Rise Or Fall

It seems to be back to the 2008 financial crisis.

In those days, Russia cleared gray customs clearance, and more than 500 Chengdu shoe factories were blocked.

The market has been pferred from abroad, and Sichuan shoes have successfully passed the crisis.

As Liu Qiongying, President of the Sichuan footwear import and Export Chamber of Commerce, said, the crisis will also form a forced mechanism to allow enterprises to pform into new markets, new channels and new products.

Whoever takes a quick step will get the chance.

By winning the price advantage, nearly 8 of Russia's market share was once dominated by women's shoes in Chengdu.

Stable supply and demand relations have been broken.

This year, the ruble has continued to decline about 20% against the US dollar, and the decline in oil prices has weakened the purchasing power of the locals. The Russians, who are sensitive to price, are now wrapped up in their pockets. This year, the export of Sichuan shoes to Russia has dropped significantly.

"Open up new markets and look for new opportunities."

According to the relevant personages of the Provincial Department of Commerce, Sichuan shoes should also seek multiple international consumption growth points on the basis of consolidating the traditional Russian market.

Through the combination of "going out" and "please come in", international buyers have placed an order of 60 million US dollars to the Chengdu enterprises at the "2014 Chengdu international shoe exhibition".

This year, the Western women's shoes industry operation company also signed a 3 year cooperation agreement with the Russian International Footwear Exhibition Organizing Committee.

The industrial operation company organized more than 10 enterprises to participate in the Russian international shoe exhibition, facing Russia and

The large regional purchasers, from the Russian side, organized the purchasers to Chengdu to purchase the goods, shortening the intermediate links and reducing the procurement cost.

according to

Customs statistics show that in October of this year, Sichuan shoes and shoes exported 8 billion 400 million yuan, an increase of 20.7%, 8 percentage points higher than the national average.

The European Union, the United States and ASEAN have become the top three export markets.

This year, the provincial footwear import and export chamber has also organized enterprises to Italy, Vietnam and central Europe. Vietnam and central Europe's orders increased by 10%-15% compared with last year.

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Now, more international brands are entering China to form competition, and the market squeeze of leisure industry. Local brands are facing more severe pressure of survival.

Wang Junyu, a brand management expert, believes that "foreign enterprises in the product development process, give it a certain connotation, the products developed are often beyond expectations, rather than selling products, it is better to sell brands and sell connotations."

For example, Nike attaches great importance to the cultural elements of products, and emphasizes the independence and individuality of the American spirit in the marketing process, and firmly grasped the characteristics of the youth group.

To internationalize Chinese brands, the main solution should be to change the inherent views of foreign consumers on the low quality and low price of Chinese brand products, and further understand the needs of foreign consumers.

Under the premise of product and service innovation according to the international market demand, we should maintain and strengthen the original positioning and characteristics of the brand.

In this process, the brand needs to condensed its cultural connotation. Improper positioning and blind expansion are often the beginning of going to the bottom.

Take sports brand Lining as an example. Lining, who has the title of "Prince of gymnastics", is the memory of a generation of Chinese. However, the name "Lining" does not have much influence among young people such as post-90s.

Many of the former consumers were interested in Lining's decision to buy. But after 2010, Lining had the concept of "post-90" and lost many of the original customers after 80 and 70. But the consumers after 90 did not have much impression on Lining himself.

It can also be regarded as the failure of brand remolding.