Quanzhou Shoe Enterprises Expand Route: Based On Taiwan &Nbsp; March Into Europe And America.

On the 18 day, China Taipei international marathon will start. With the world's running enthusiasts gathered in Taipei, as the Taipei marathon, "the world's top partners and the only designated sports equipment sponsors". XTEP It will also accelerate the pace of internationalization in the "different" running.

Brand building in China market After initial success, Quanzhou Shoe enterprises have launched a new round of internationalization process. This time, brand output replaced the output of products, from Taiwan to Southeast Asia, and then to the European and American markets, the global expansion routes initially appeared.

Accelerate the layout of Taiwan

In May 11, 2010, XTEP officially opened in Taiwan's West Gate store and became the first sporting brand in the mainland to enter the Taiwan market. It is not just XTEP that seeks Taiwan market. Peak Anta also accelerated the layout in Taiwan.

"Taiwan and Hongkong, Singapore, Dubai and other places are all strong launching stations. By setting up such a launch station, it can well radiate into the surrounding areas, such as the Asian market and the Middle East market. XTEP relevant responsible person told reporters. However, this is only part of the reason. The international marketing network owned by Taiwan shoe dealers is also a resource that Quanzhou shoe companies dream of.

"The goal of Taiwan is not only in terms of sales expansion, but also an important strategy in the process of internationalization." Ding Shuibo, President of XTEP, said in a media interview earlier. He enumerated several aspects that the shoe industry could enhance cooperation: first, in the aspect of market development, international cooperation could be strengthened, such as the agents of South America and Europe; secondly, the strong production capacity of Jinjiang and Taiwan's management technology advantages could promote the common development and upgrading of the cross-strait footwear industry; once again, Jinjiang footwear enterprises could introduce Taiwan's advanced fast production line, and strengthen resource integration and process reengineering.

March into Europe and America

After joining the Madrid Masters competition in 2010, the bundled marketing of "competition + star" made Hongxing Erke win more and more sympathy in the European continent, especially in Holland, Germany and Austria.

In February of this year, PEAK was formally established in Losangeles branch of the United States, becoming the second Chinese sporting goods company to camp in the Nike base after Lining. The average price of PEAK products at around us $70 is loved by local consumers on the basis of their excellent performance price ratio. This made the international dealer who didn't catch cold with PEAK brand, and nearly 10 international distributors began to discuss agent sales with PEAK.

"The footwear market in Europe and the United States is changing. High-end consumers are turning to low-end products. The high-end market share that originally belonged to local suppliers has gradually merged into the low-end market, and the expansion of the low-end market share has provided an opportunity for the entry of the footwear industry in Quanzhou." Analysis of the industry.

Global allocation of resources

Southeast Asia occupies an important position in the internationalization of Quanzhou shoe enterprises. As early as three or four years ago, the Southeast Asian market has become the hot spot of Quanzhou's major sports brands overseas competition. At present, Quanzhou sports shoes brand in the form of exclusive stores in Southeast Asia has Anta, XTEP, Ali, 361 degrees, PEAK, Hongxing Erke, many of which have set up branches in the local market.

Apart from setting up exclusive stores in Southeast Asia with independent brands, many enterprises have set up factories in Southeast Asia to build overseas production bases. Figures from the Municipal Bureau of external affairs show that at present, Quanzhou has invested 14 factories in ASEAN.

Take Quanzhou and Cheng shoes as an example, the company has two processing plants in Vietnam. The company official said: "footwear enterprises are labor-intensive industries, and Vietnam's monthly wages are generally below 1000 yuan, which is very attractive to Quanzhou shoe enterprises."

"Domestic production costs are increasing, and export profits of shoe companies have been continuously compressed. In some developing countries such as Southeast Asia, central and South America, they are showing great advantages in terms of market demand, land and labor resources. Setting up factories in these countries and selling them nearby will help enterprises to allocate resources globally and walk out of an international path. Fujian footwear industry association responsible person.