Fierce Competition In Leather Brands, Light Assets Into The Mainstream Of Future Development

< p > Paul Lande group has developed a global development strategy centered on building top brands. It aims to build the group into a leading enterprise of China's luggage and bags and become a leading brand in China's luggage market. Not long ago, the brand new store entered Changsha's bustling shopping center, and at the same time, it implanted large numbers of popular idol drama advertisements.

Under the guidance of China's first line brand, many two or three line brands have erected the banner of "independent brand", hoping to get a share in the increasingly competitive independent brand market.

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< p > brand name needs to be "as early as possible" < a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx" > luxury goods < /a > brand competition is white hot "/p".

< p > China's leather and leather industry market has many new brands, and there are numerous "a href=" http://xm.sjfzxm.com/ "brand" /a "disappear in the market. There are few brands that can survive in the domestic market for more than 5 years, and can be known by consumers.

Recently, a deep industry insider told reporters about the embarrassment encountered in the process of industrial pformation and upgrading of leather and leather goods industry. Although the export volume of products in the international market has shown a pient "rebound", from the long-term development trend, it is necessary for the Chinese leather goods manufacturers who want to "break through" in a downturn economic situation to be more aware that the competition in the brand market is becoming more intense.

If the early accumulation of OEM profits can not be pformed into effective energy at the critical stage of industrial pformation and upgrading, so that independent brands can successfully enter the market, then it will be more difficult to form an effective "resultant force" to complete the pformation and even be eliminated by the market.

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< p > it is reported that the export volume of leather, fur and products and footwear industry in China in the first quarter of this year amounted to US $17 billion 940 million, up 31.1% over the same period last year, and the growth rate was 29.9 percentage points faster.

Over the same period, the total imports of leather, fur and products and footwear industry in China amounted to US $1 billion 790 million, an increase of 1.5% over the same period last year, and the growth rate dropped by 13.5 percentage points.

Compared with the first quarter, China's leather, fur and products and footwear industry's total surplus was 16 billion 150 million US dollars, an increase of 35.4% over the same period last year, accounting for 37.4% of China's total trade surplus.

As a matter of fact, China is a large country of leather goods and bags, but it is not a big country of luggage and bag brand.

A comprehensive survey shows that the average life expectancy of China's luggage enterprises is 3 to 7 years. The short life cycle of China's luggage brands is very impressive. This is a prominent manifestation of the competitiveness of China's luggage brands.

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< p > it is worth noting that the competition among the world's luxury brands is becoming increasingly fierce.

LV's brand leading position is also facing unprecedented challenges. Compared with 2012, the brand value of LV has dropped by 12% to 22 billion 700 million US dollars. Louis LV will lose its leading position in the world's most valuable luxury brands, and the brand status of the competitive partners including GUCCI (Gucci) and Prada (Prada) is rising.

Market research firm Milward-BrownOptimor said that the brand value of PPRSA (PP)'s Gucci rose by 48% to 12 billion 700 million dollars, ranking third in luxury brands, and Prada's brand value rose 63% to 9 billion 450 million dollars, ranking fourth.

The brand value of Hermes is still second of US $19 billion 100 million, unchanged from 2012, and the competition among global luxury brands is fierce.

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"P" "P" town is not only the birthplace of the production of Gucci products, by its name of the global handcraft, to become Dior, Chanel and Montblanc and other famous brands of suppliers, in the downturn in the market to kill a blood.

Local people said that in the face of fierce competition from cheap goods in China, manufacturing high-grade leather goods is the real way out for the industry.

In Scandicci town near Florence, the number of leather goods exported in the second quarter of last year increased by 11.3%.

In addition, Florence Gucci brand Museum Changan Faye Si Art Rolf said, Gucci products are all made by hand, "Italy made" is the gold lacquer signboard.

Paci, a student in leather industry and handicraft industry, said that the small leather factory run by her parents was not forced to shut down in China's competition. She hoped to improve her handicraft skills and enter the market of luxury leather goods.

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< p > industrial base < < a href= > //www.sjfzxm.com/news/index_p.asp > > clustered effect < /a > showing Shiling's "three steps" strategy is ahead of the whole country < /p >

In the past ten years, in the global market enclosure movement, LV and GUCCI have taken a very aggressive expansion strategy, but now they have tasted the bitter fruits of self brewing: the trend of popularity brought by the crazy expansion, leading to the loss of high-end customers. This year, the international luxury brands have adjusted their development strategies in P.

China's leather industry base, though not such a good leather manufacturing process as Candy Keith, has undertaken the pfer of capacity in Europe and the United States. Since the 90s of last century, China has now become the processing and marketing center of the leather industry in the world.

In the survey, reporters found that the large number of leather factories in the large domestic industrial bases and the low product quality led to vicious competition in the industry so intense that almost all leather goods factories were deeply affected by their bitter "leather leather industry". They were actually full of questions. If we go along with the current mode, the life span of many small businesses may be less than three years.

The industry insiders told reporters.

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< p > in recent years, the global economy is in recession. China's leather and leather production enterprises frequently encounter foreign trade barriers. All major industrial bases in China are undertaking industrial pformation and upgrading.

Xinji has invested heavily in building the largest leather and fur production base and sales center in China.

Xinji is the country's largest sheepskin garment production base and Asia's largest sheepskin tanning base. Last year, it was designated by the Ministry of Commerce as the first batch of professional foreign trade pformation and upgrading demonstration bases. It is understood that by 2016, the construction of "one city, ten centers" with a total investment of 16 billion 800 million yuan and an area of 5000 mu will be completed.

And Baigou is focused on creating Baigou bag expert Association and industrial workers skills training center project. The project takes the integration of Baitou bag production resources and cultivating its own brand as the overall positioning. It is a public service platform project created by Baigou New Town Management Committee to promote pformation and upgrading of luggage industry.

In Pinghu, the way of industrial pformation and upgrading is to build a professional market and promote the interaction between luggage industry and the market.

In building a professional market, through the "Pinghu international luggage city" project to build Pinghu luggage brand display base, the project covers an area of 242 acres, with a total investment of 1 billion 500 million yuan, set the brand bag display trade center, international procurement and distribution center and raw materials trading center three functions.

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Shiling, which is at the forefront of all major industrial bases in the country, has achieved industrial pformation and upgrading through the "three steps" strategy. < p >

First of all, through technological innovation, building independent brands, developing e-business to enhance international competitiveness, secondly, hosting special festivals and thematic tourism to enhance international influence; thirdly, launching the three major platforms of the national leather products quality supervision and Inspection Center (Guangzhou), the China leather goods business platform, and the Guangdong leather raw materials international procurement center, to enhance the sustainable development ability.

This year Shiling builds "sunshine 6" - China's leather industry culture and creative park, focusing on building four major functional areas, that is, China leather goods and bags Museum, China leather bag and bag training base, China leather goods and bags fashion distribution center, China leather goods and bags brand experience hall, to further fill the Shiling leather leather industry tourism part blank, enhance Shiling's industrial cultural taste, and promote Shiling industrial pformation and upgrading.

It is understood that the project area of more than 27000 square meters, of which 17000 square for industrial tourism infrastructure construction, 10000 square for supporting facilities.

After the project is put into operation, it can receive 3000 tourists per day, and 500 people can be served at the same time.

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