Perspective On The Business Ecology Of China's Footwear Industry From The Perspective Of "Passing Rate"

" Vinci After the incident, mass consumption psychology occurred to a certain extent. Reverse Almost no doubt. Apart from our condemnation of "fake foreign brands" and the ineffective supervision of relevant departments, are we going to have to reflect on whether our business environment is out of order?

For example, according to the Xinhua News Agency's report in April this year, our country's export food pass rate has been over 99.8% for several consecutive years, while domestic food has only about 90% pass rate (I think 90% is too optimistic). Why is there such a situation? On the one hand, it is, of course, the absence of supervision by the domestic vocational and technical departments; on the other hand, domestic enterprises do not seem to have much knowledge about the concept of "globalization" and do not regard the domestic market as a part of the global market, only two kinds will appear. standard And even at the expense of the overall reputation of "made in China".

To take the shoe industry, on the one hand, we have the ability to do the international famous brand OEM for "ADIDAS" and "NIKE". On the other hand, "made in China" is almost equal to the cheap and big road goods in everybody's impression. Against this background, it is not difficult to understand why so many shoe makers are willing to register the name of western style and go abroad to set up a "waistcoat", or even to buy foreign brands at large. There is only one reason: the "made in China" business ecosystem lacks sufficient support for "high-end brands", while "foreign brands" mean brand premium and high added value that local brands love and hate.

There is no doubt that with the continuous development of information technology, consumption Pair of ocean brand There is bound to be more understanding and re cognition, and the "Da Vinci" incident is just the role of a fuse, so that the process of changing the consumption concept of the Chinese people has been quickened. From this perspective, I think, this is not a good thing.

For the shoe industry in the process of transformation, I still insist on the view that "made in China" should give everyone a brand new image. First of all, enterprises must have a "globalization" vision. Only when the overall image of "made in China" has been recognized by everyone, can local brands get a greater degree of recognition. Secondly, any enterprise should understand that the creation of brand requires marketing advertising creativity, but the mentality of excellence and the pursuit of the perfection of every detail is the foundation.

In addition, we urgently call for the improvement of relevant industry standards and related departments' supervisory responsibility system and give us a healthy business ecosystem.