By Lanbo Jiang

With the July 1 implementation date Nisshin a tax rebate adjustment approaches, many export oriented enterprises are continuously adjusted, on the one hand nervously rush delivery, shipping for the first to reduce losses; the other hand, is actively seeking domestic market, reduce the outlet pressure.”We are driven goods these days, but not so nervous.” Shoes Co., Ltd general manager of Nan Qi, Wu Hui said, after all, the proportion of the company’s foreign trade has plummeted, the South Qi in this storm appears to calm down the tax rebate . Wu Hui believes that children’s clothing for the children’s shoes, the domestic market is not fully saturated, from long term planning, early preparations, or can be fought in the domestic market, and so easy to deal with the export tax rebate cut to bring the plight of the deteriorating environment.

Difficult domestic market potential, foreign trade

It is understood that children’s shoes products, tax credits are also encountered in this adjustment reduced reliance on foreign trade for many manufacturers, the impact is very big. “A lot of export oriented enterprises are basically relying on rebates to maintain profits, the adjustment will certainly make some companies to start thinking about how to do in the future, restructuring or closed?” Quanzhou, a manufacturer of children’s shoes official said.However, the sound of a sigh, a subsidiary of the Southern Qi “dog” are still happy with. Southern Qi shoe from the last century, mass production since the 90’s exports of shoes, primarily to markets in Eastern Europe, Western Europe and South America.

“Since 2001, we have consciously cultivate their own brands and develop the domestic market.” Wu Hui, said, “good dog” when the brand is established, after years of training, children’s wear children’s shoes in the industry have now considerable popularity. Wu Hui also said the company noticed a few years ago and growing export environment, gradually building to strengthen the domestic market but also for companies to find good “retreat.” “The tax cut of more, but I think this is definitely not the last.’s Foreign trade, after all, relatively unstable, if the own brand and a stable domestic market share was relatively active.” Hui Wu said.

The “dog” who turned to the domestic market from foreign trade is not impossible.As a well known trade mark “Ultraman” holders, Jinjiang Kang Tai Shoes Co., Ltd is rapidly grabbing more market share. Cornell Shoe Co., Ltd. Marketing Manager Yao Yong believes that the current children’s shoes market is in a “feudal disputes” period, leading brands have not yet emerged, a larger space for the domestic market, “From this point on, the domestic market shoes for a number of foreign based enterprises with business opportunities, foreign trade turn the domestic industry is still in the shoes of this great space. “Yao Yong said.

Own brand positioning is a key difference

“Is from the play ‘good dog’ brand, we have much of foreign trade share of the profits are invested in the own brand building and above the domestic market development.” Wu Hui explained that the process is near to them “painful and cruel,” but long term plans to reflect the value of critical time. According to Wu Hui said that “dog” in the country now has a network of franchisees is relatively mature, and now a substantial part of the success of export products sold domestically, and with the “dog” brand continues to build, is expected to further narrow the Southern Qi export volume, grab a greater share of the domestic market.Although the domestic shoes market space larger, but many industry insiders believe that in holding on the basis of its own brand to differentiate their product positioning to “Fengeng” the domestic market is the key.

“Domestic Sales of foreign trade is the key to transformation of positioning.” Yao Yong said that enterprises should be good at discovering children’s shoes market gap, in a field, “Zhanshanweiwang” reflects the difference, so easy superiority.Brand development in children’s products, at present Quanzhou, Jinjiang’s shoes mainly to buy mature businesses and self cultivation trademark cartoon image of two ways. The industry believes that these two methods have their own strengths, consider long term advantages of the latter is probably more, but the amount of time and energy will surely be more.

“Jinjiang sporting goods industry, brand development model provides us with a good draw.” Quanzhou Green Garments Co., Ltd. RUAN Shi Tao, director of marketing, said, children shoes brand will also experience “fame reputation loyalty” test.”Including the ‘good dog’, including, Quanzhou, Jinjiang, companies must create a hundred years of children’s shoes brand, to achieve sustained business, so as to long term foothold in the domestic market.” Hui Wu said.

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