Brands and Product R&d Help Upgrade the Footwear Industry

With the background of state of flux and lowWith the background of state of flux and low
technology content of Chinese export footwear,technology content of Chinese export footwear,
most manufacturers need to post positivemost manufacturers need to post positive
attitude in facing a challenging environment, theyattitude in facing a challenging environment, they
must improve their technique and labormust improve their technique and labor
productivity, establish their own brand to targetproductivity, establish their own brand to target
the domestic and international market.the domestic and international market.
For the purpose of upgrade footwear industry,For the purpose of upgrade footwear industry,
product research and development is the firstproduct research and development is the first
mission. Shoes manufacturers should invent theirmission. Shoes manufacturers should invent their
unique product to target the market. As weunique product to target the market. As we
known, band and product r&d areknown, band and product r&d are
supplement each other, advantage brandedsupplement each other, advantage branded
products are came from technicians research andproducts are came from technicians research and
develop.develop.
For some international brands such as Nike,For some international brands such as Nike,
Adidas, they are in the lead in market which isAdidas, they are in the lead in market which is
determined by their product technique. Take Nikedetermined by their product technique. Take Nike
for example, there are 4 million USD invest infor example, there are 4 million USD invest in
researching and developing Nike new products,researching and developing Nike new products,
and more than 100 technicians work on thisand more than 100 technicians work on this
program. Therefore, Nike invents new series ofprogram. Therefore, Nike invents new series of
product monthly to lead the athletic apparelproduct monthly to lead the athletic apparel
fashion and make a great profit from it.fashion and make a great profit from it.
In addition, footwear manufacturers shouldIn addition, footwear manufacturers should
upgrade their brand reputation.upgrade their brand reputation.
Under the “innovative economy”Under the “innovative economy”
requirement, a large number of dominatingrequirement, a large number of dominating
enterprises with their own brands are forming. Inenterprises with their own brands are forming. In
the future, brand is not only a symbol for athe future, brand is not only a symbol for a
enterprise, but also a evaluate standard of theenterprise, but also a evaluate standard of the
national financial power. Experts said that middlenational financial power. Experts said that middle
and small enterprises can use their advanceand small enterprises can use their advance
technology and innovative brands in solving crisis.technology and innovative brands in solving crisis.
In business competition, enterprises should adjustIn business competition, enterprises should adjust
their industrial structure to upgrade the companytheir industrial structure to upgrade the company
image and target the market.image and target the market.
Now the potential of China footwear market isNow the potential of China footwear market is
far from saturated. Therefore, establish ourfar from saturated. Therefore, establish our
national brand is the best way to develop thenational brand is the best way to develop the
industry. Chinese shoes manufacturers shouldindustry. Chinese shoes manufacturers should
make full use of thetheir competitive advantagemake full use of thetheir competitive advantage
for development. ?for development. ?