"judging from people's faces, how can life be easy?" When visiting OEM footwear enterprises and export agents in Putian, I often hear the helpless sigh of the owners.
Putian is an important production base for sports shoes in the world, and it is also a designated production base for world-famous brand shoes. The top 1 footwear multinational companies in the world have production enterprises in Putian, and internationally renowned brand sports shoes such as Nike, Puma and Adidas have processing bases in Putian. This shows that Putian, a "shoe city", has excellent shoe-making technology, otherwise, how can the product quality connect with the world's first-line brands?
since you have excellent shoemaking skills, why can you only do OEM, but not create your own brand and find another way out?
for OEM enterprises, OEM certainly has a good side: you place an order and I produce it; You underwrite, I worry; You make a big profit, I make a small profit, and it is good to make a profit. Of course, there is also a downside: when the order is reduced, the price will be lowered, and the small head will not make any money. At the same time, it may be necessary to paste the book.
"It's hard to create your own brand!" According to an industry insider, it takes constant investment from applying for and maintaining the brand to expanding the brand, which is an unattainable thing for most small and medium-sized enterprises with small profit margins. Capital investment is on the one hand, and brand maintenance is more difficult. It is understood that a shoe company in Putian once spent a lot of money to develop new products. However, due to the slow approval of patent applications and insufficient brand management and maintenance capabilities, it was counterfeited as soon as it went public, and all the huge investment of 5 million yuan was lost, resulting in heavy losses. Finally, it was helpless to return to the road of OEM.
"Difficulties are inevitable. If an enterprise wants to be bigger and stronger, it must have its own brand after all." Like Cai Jinhui, chairman of Walter Company, some visionary private entrepreneurs in Putian have enhanced their brand awareness in the OEM process, so they create brands while OEM. Nowadays, some independent brands have also become famous brands. For example, the largest professional football shoe brand in China is well-known in Europe and America, and the series of "Ailiai" shoes sell well in South America. Sandi brand shoes are strong brands in Europe and South America, while Walter brand shoes have established marketing bases in South America, West Asia and Eastern Europe.
with our own brand, I am the master of my brand, and the development of enterprises will no longer be "judging people's faces", so we will have the bargaining power in OEM. Walter company is a typical example. I have production capacity. As long as I have suitable profits, I will help you to do OEM work. Even if the order is reduced, I can break into the market through my own brand, and the output and profit will rise instead of falling.
the effect of brand is obvious. OEM is a kind of "manufacturing" and self-created brand is a kind of "creation". To realize the transformation from "manufacturing" to "creation", not only the efforts of enterprises themselves, but also the guidance and assistance of relevant government departments are needed.
on the one hand, it is necessary to formulate preferential policies to encourage enterprises to create their own brands, actively guide and help powerful enterprises to declare their own brands, and give preferential policies to enterprises that declare their own brands in terms of land use, technology research and development, talent introduction, financing loans, brand promotion, product participation, etc., and relevant departments should put forward specific assistance plans to create an atmosphere for cultivating brand clusters.
on the other hand, we should vigorously rectify the market operation order and severely crack down on the production and sales of fake and shoddy products. Anfu Community is the largest professional wholesale market of footwear in Putian at present, and it was once famous for selling "high imitation shoes". Recently, Chengxiang District of Putian City, after centralized cleaning of Anfu Community, established a brand demonstration zone for online sales, introduced preferential policies to guide the construction of brand demonstration stores, encouraged online sales enterprises to create their own brands, and awarded 5, yuan to 2, yuan to enterprises newly awarded the titles of "China Famous Trademark", "China Famous Brand Product" and "Fujian Famous Trademark". The person in charge of Chengxiang District said that after rectification and guidance, this online sales community is expected to become the "Alibaba" of Putian in two or three years.
Shoe industry is a traditional advantageous industry in Putian. It should be the direction for the local government and the industry to make concerted efforts to transform industrial advantages into brand advantages, develop from production and trade to brand management industries, and realize the leap from "manufacturing" to "creation".
remember and adopt!