The cooperation forum between national brands and department stores took place currently in Dongguan city and participated by shoemakers and representatives from national department stores chain. During the discussion some shoemakers in Dongguan said they met so many restrictions on domestic sales although our shoes sell well on overseas market. Shoes made in Dongguan city have gained 70% of world footwear market but small portion in domestic market.
The owner of Qisheng shoe producer explained the reason and said while we were striving on exploration of overseas market the world leading brands have dominated the position on department stores and won high reputation in Chinese market. The forum provides us a trade match platform on communication between sellers and buyers, said the shoemaker owner.
But some shoemakers also made complaint to the hidden rules they met during starting business on certain department stores and they hope the department stores give some priorities to national brands on their initiative stage.
China Commerce Association for General Mechandise President Chu Xiuqi made a proposal on the forum, he said shoemakers in Dongguan city have a strong advantage on manufacturing but weak on marketing, there are huge differential between internal market and overseas market, he suggested shoemakers in Dongguan city should first make a clear marketing position for their products, and then sell their products on the match markets for right target, China has more than 800 high-end department stores and over 2,000 large scale shopping malls, they are divided into high consumption market, fashion market and common market.
President Chu Xiuqi also urged the shoemakers to make more efforts on brand creation and promotion for their shoes, but brand creation is a long run and tough work, saying there are much more that should be learned on marketing skills for shoemakers in Dongguan city, for instance Dongguan shoemakers increased their sales in internal market with the successful cooperations with Carrefour and Wal-Mart. CITATION http://www.chinaleather.org/eng/show.php?itemid=5548
The owner of Qisheng shoe producer explained the reason and said while we were striving on exploration of overseas market the world leading brands have dominated the position on department stores and won high reputation in Chinese market. The forum provides us a trade match platform on communication between sellers and buyers, said the shoemaker owner.
But some shoemakers also made complaint to the hidden rules they met during starting business on certain department stores and they hope the department stores give some priorities to national brands on their initiative stage.
China Commerce Association for General Mechandise President Chu Xiuqi made a proposal on the forum, he said shoemakers in Dongguan city have a strong advantage on manufacturing but weak on marketing, there are huge differential between internal market and overseas market, he suggested shoemakers in Dongguan city should first make a clear marketing position for their products, and then sell their products on the match markets for right target, China has more than 800 high-end department stores and over 2,000 large scale shopping malls, they are divided into high consumption market, fashion market and common market.
President Chu Xiuqi also urged the shoemakers to make more efforts on brand creation and promotion for their shoes, but brand creation is a long run and tough work, saying there are much more that should be learned on marketing skills for shoemakers in Dongguan city, for instance Dongguan shoemakers increased their sales in internal market with the successful cooperations with Carrefour and Wal-Mart. CITATION http://www.chinaleather.org/eng/show.php?itemid=5548
