Domestic shoe and clothing companies build their own brands to enter the international market

In the face of a burgeoning shoe clothing consumer market, some shoe and clothing companies have begun to actively explore the creation of local shoe clothing and high-end consumer products. People in the industry believe that although “China Shoes and Manufacture” is trying to change its face, Chinese shoe and clothing companies have a long way to go before they can win more brand consumers and become successful international high-end brands.

As a “factory of the world”, China’s cheap labor force makes foreign shoe and clothing brands unusually excited, and big-name shoe clothing brands are well known in the industry.

In Dongguan, Shenzhen, Wenzhou, Hangzhou and other places, the countless factories for the international shoe clothing luxury brand OEM production. They may be large or small, or they may be direct orders or "two orders," or they may produce finished products or only perform certain processes. According to industry insiders, these enterprises that master the techniques for producing luxury goods for shoes and apparel will one day become the founders of the local shoe brand.

In 2003, Wenzhou Xia Meng Company and Italian Zegna Group signed a joint venture to form a Sino-Italian joint venture, Xia Meng Yi Jie Garments Co., Ltd., and OEM Zegna products.

“At that time, people were not very familiar with the background concept of internationalization. Xia Meng seized this opportunity.” Chairman Chen Xiaoxiang said that Chinese brands must enter the high-end brand market, in addition to insisting on principles and down-to-earth, they also need to Innovation and talent.

Chen Xiaoxiang believes that in order to enter the international high-end brand market, we must first make our own brand bigger and better in the Chinese market. Shoe and clothing companies must adhere to product quality, and must do a good job in marketing, brand promotion and promotion. "In the future, those domestic companies that are manufacturing OEMs for the international shoe and clothing brand will grow and grow and their innovative brands will hopefully become international brands."

Shen Yingqin believes that China currently does not have a real sense of the high-end brands of local shoes. “To help foreign high-end shoe clothing brands to do OEM production, although only a small amount of processing fees can be obtained from them, but with a long-term perspective, in helping foreign high-end shoe clothing brands to do OEM, learn their excellent business model, operation Ways and management tools, etc., to promote their own integration with the international market, has important implications for learning, learning and development."