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Wenzhou brand strategy for international status and evolution (1)


Chinese papers League finishing. Abstract: Wenzhou enterprises being branded an international exploration and practice, and achieved certain results, but many problems still exist, should further take effective countermeasures. Keywords: international brand in China Strategy annual 2.7 billion pairs of shoes industry, export 3.7 billion U.S. dollars, is the world's largest shoe and exporter of power. Wenzhou is China's shoe-making brand), footwear giant Gilda (2002, the Chinese famous trademark), O'Connell, Red Dragonfly (2002 by the Chinese brand name.) Wenzhou shoe industry has become China's footwear industry in the real scale of production, the market share of large, good brand names, industry structure, perfect, strong momentum in exports, the industry is complete, the regional economic characteristics and economic efficiency has been one of the key areas in significant . Wenzhou City currently has more than 2,000 garment enterprises, the output value of 25.6 billion in mid-March 2002 accounted for 1 / 10. Now has two brands: BAOXINIAO Shokichi and the At present, Wenzhou clothing stores in the country set about a chain of more than ten thousand professionals and all types of clothing in the national competitions, winning the game were, the overall level has been at the leading position in the country. The 21st century economy and international economic integration; China's accession to WTO; global economic integration, active participation in economic globalization and the challenge of competing against international brands, get more space for development, is placed in front of Chinese enterprises a serious issue, but also enterprises in Wenzhou are committed to achieving the glory and dream. Wenzhou brand international initiatives international logo of some well-known enterprises in Wenzhou have been carried out in the international brand identity design, brand internationalization ready . If Shokichi in 1996 established group of companies, then please planning company of . With international standards in 1998, the company redesigned mark will be in English and Chinese Shokichi JUDGER combination as a trademark, whichever is the English meaning of connoisseurs. Use black and white symbol of elegance, timeless colors of international registered trademarks. Wenzhou entrepreneurs know that only the nation is the world. Brand identity in the international element of the full integration into the nation. O'Connell of the original Ming Aolin, when registered trademarks and learned that to be up for the meaning, contrast, gives a strong visual impact. A series of 26 letters for the number sequence of the first; K is the English ambition. Phoenix image of the enterprise industry to serve the country and abide by justice, equality and mutual benefit and achieve the noble traditional Chinese Be fully expressed. Letters and the image of the perfect combination of China's Phoenix, in line with international trends, but also reflect their own distinctive ethnic characteristics. Overseas marketing is the use of modern marketing methods, and gradually establish overseas marketing network, and explore the international market Wenzhou enterprises along the order of the international monopoly marketing success marketing experience, in foreign countries to open their own stores . January 2001 the first representatives of Wenzhou, Wenzhou shoe Cornell and even China in the fashion capital of Paris, 19 blocks out of the store, so far Cornell has been in the United States,[link widoczny dla zalogowanych], France, Italy, Spain, Greece, Portugal, Belgium 7 countries set up more than 30 stores. Cornell shoes retail price in foreign countries were more than 60 U.S. dollars to the high-end products, the high prices, the formation of a strong overseas competitiveness, the consumer groups from the initial Bacheng Chinese and two foreigners gradually into Twenty-plus Bacheng into foreigners overseas. Implementing the strategy of internationalization there are two internalization of ways: One is the If Shokichi Group, Aokang Group is the world's leading designer hired as the company's chief designer, is responsible for the design of high-end brands, the products are world standard. Invite foreign experts to business seminars. The second is Active international cooperation is the most complete cooperation merger. Summer Dream Group and international leader in enterprise quality men's Zegna Group, composed of two 50% contributed by each summer dream. Italian Jie of China Limited; BAOXINIAO acquisition flange Liston, a controlling 70% of the shareholders. The second collaboration is a common general cooperation. If Aokang GEOX Group and the Italian company's co-brand, sold in stores in the O'Connell GEOX brand. Wenzhou brand international problems Wenzhou Despite international brand of non-performance but still long way to go Fiji. The main problem is: Wenzhou enterprise management mechanism lags behind. Survey shows that more than 4,000 existing Wenzhou shoe enterprises, family management, over 90%. When the primitive accumulation of Wenzhou enterprises after the completion of the face of funding pressures, personnel stress, social credit stress, family management has become a bottleneck for enterprise development. Lack of product design, innovation and individuality. In the past 10 years, to mimic the cloning and replication as a means of Wenzhou shoe, resulting in the most direct consequence of this process backward, lack of professionals, design and development capacity is weak. Most of Wenzhou shoe export business is processing orders, of which more than a kind of imitation, sample processing, generic copy based. Few companies through its innovative design, the active products to the international market. The lack of world-class management talent and design talent. Wenzhou shoes and apparel enterprises shortage of talent too, the family, the capital stock can be achieved on the complementary advantages of portfolio management is not possible. The reason why Wenzhou homogenization serious enterprise products, lack of innovation lies in the lack of world-class designers. Lack of enterprise culture, the rise of Wenzhou enterprises and the 20th century, 90 years, short history, combined with most of Wenzhou enterprises focus on short-term results, do not attach importance to culture, although cultural marketing group, known for the red dragonfly, but compared to other world famous Armani also very different.