Perspective on China's Footwear Business Ecology from the "Quality Rate"

After the "Da Vinci" incident, there was almost no doubt that there was a certain degree of reversal in consumer psychology. In our enthusiasm for "false foreign brands" and the lack of supervision of relevant departments, do we have to reflect more on whether the business environment we are in is not a problem?

For example, according to the report of Xinhua News Agency in April this year, China’s export food pass rate for consecutive years was above 99.8%, while domestic food sales only had a pass rate of around 90% (I think 90% is also too optimistic). Why did this happen? Case? On the one hand, it is a lack of supervision of domestic functional departments; on the other hand, domestic companies do not seem to have much understanding of the concept of “globalization” and do not see the domestic market as a part of the global market. These standards even do not hesitate to damage the overall reputation of “Made in China”.

Take the shoe industry, on the one hand, we have the ability to "ADIDAS" "NIKE" and other international big-name OEM, on the other hand, "Made in China" in everyone's impression, is almost equivalent to cheap big road goods. Against this background, it is not difficult to understand why so many shoe companies are willing to sign up for the name of foreign currency, go to the country to wear an "ocean vest", and even hesitate to buy foreign brands. There is only one reason, that is, the "Made in China" business ecosystem lacks sufficient persuasive power to support "high-end brands", while "foreign brands" means that the local brands also love and hate the brand premium ability and high added value.

Undoubtedly, as the level of informatization continues to increase, consumers will definitely have more knowledge and recognition of foreign brands, and the “Da Vinci” incident will only serve as a fuse to make the concept of consumption of Chinese people. The process of change has accelerated so little. I think from this perspective, this is not a good thing.

For the shoe industry in the transformation, I still insist on the view that “Made in China” should give everyone a brand-new image. Enterprises must first have a “globalization” perspective, and only the overall image of “Made in China” has got everyone. The recognition that local brands can gain a greater degree of recognition. Secondly, any company needs to understand that the creation of a brand certainly requires creativeness at the marketing and advertising level, but the mentality of excellence and the pursuit of perfection in every detail is the basis.

In addition, we urgently call for the improvement of the supervisory responsibility system for relevant industry standards and related departments as soon as possible, and also give everyone a healthy business ecosystem.