"Four Combinations" Push Dongguan Towards "Famous Brand City"

Dongguan traffic jam and global shortage are the affirmation of Dongguan's gigantic manufacturing base and the frustration of Dongguan's own brand.

The 2008 financial crisis brought Dongguan manufacturing industry together.

In 2009, Dongguan began to implement the strategy of "famous brand driving", and promulgated the policy plan of Dongguan famous brand driving strategy and Dongguan city's implementation rules for developing private brand enterprises, through 4 specific measures, namely, the combination of enterprise brand and regional brand, the integration of manufacturing and service industry, the integration of internal and external enterprises, and the combination of technological progress and private brand.

Independent brands can try to "bring ism".

To build an independent brand does not necessarily need to create its own brand.

Buying others brand, trying to bring the brand operation mode into practice, and further developing it yourself, can also stabilize the two ends of "smile curve".

This is the way to build the brand of Qisheng shoes.

"It's really not easy to be an independent brand."

The first sentence is when Mr. Qi Ji Qi, chairman of Qisheng shoe industry (Dongguan) Co., Ltd. (hereinafter referred to as Qisheng shoe industry) sits on the port road of Houjie town.

Since its start in 1998, the Qisheng shoe industry founded by Yin Jiqi has gradually accumulated the resources of the OEM customers and the start-up capital of the first barrel of the venture. He suddenly discovered: "why can others take the shoes that I made and paste their brands, directly face the terminal market, get dozens of times the cost price profits, and I can't earn 1/10 of the processing cost?"

The pie dropped from the sky is not a chance for anyone to pick up. Even if the imported brand has to go out of a broad domestic market in the country, it has to "boil" for several years.

In the past, as an OEM, you could talk about shoes from every pair of shoes.

Unlike other brand building models, Yin Jiqi did not choose to create a brand to test the operation of his own brand at the beginning. Instead, after years of experience in foundry, he decided to buy a shoemaker family brand from Italy called "Dibao A.", and the sales target was locked in the domestic high-end leather shoes market.

However, how to make the Italy family brand of "Dibao AI" is recognized by consumers in China, preventing foreign brands from coming to China and producing "acclimatization".

Yin Jiqi thought a lot of localization methods, through the Italy design team to complete the design draft, and then handed it to the domestic design team, according to the Chinese foot shape characteristics of comfort adjustment, the product finally found the best combination point between internationalization and localization.

The biggest problem is the sale of shoes.

Huang Yucheng, assistant director of Qisheng shoes industry, told reporters that if we want to take the high-end route, we need to set up sales outlets in high-end shopping malls and set up a brand image of "Dibao Ajo" in the high-end crowd.

Yin Jiqi targeted the high-end friendship store in Guangzhou.

With good sales platform and marketing techniques, "Dibao Ajo" has become the sales champion of men's shoes category in friendship mall, and is one of the few enterprises in Dongguan shoemaking enterprises that won the "famous brand products of Guangdong province".

At the same time, Dongguan's support for enterprises with independent brands and prestigious national and provincial famous brands and famous trademarks is also increasing.

In the 2009 "Houjie Town brand promotion strategy work and commendation meeting", Qisheng shoes and Hua Hui furniture and other 10 won the 2008 famous brand products in Guangdong province and the famous trademark of Guangdong province. They won the 1 million 500 thousand yuan reward from the government.

"This has further strengthened our confidence in taking our own brand and creating famous brand products."

Yin Jiqi said.

Since then, with the advantage of the leather shoes supplier of the Chinese delegation of the 2008 Beijing Olympic Games, the number of "Dibo Agio" single brands in the country has exceeded 180, and the sales system is initially mature.

According to the industry insiders familiar with Qisheng shoes, at present, its domestic sales have embarked on tens of millions of yuan.

Today, Qi Sheng has created another shoe industry.