Wenzhou shoes account for 80% of French footwear

Paris, the world-famous "fashion capital", is the vane that leads the fashion trend. It is also a fashionable "pilgrimage place" flaunted by various brands. Being able to establish a foothold in Paris means getting the key to open the world market. Unexpectedly, after more than 120 Wenzhou shoe companies based in Paris, after 20 years of painstaking efforts, they successfully occupied 80% of the French footwear market, and have achieved an amazing legend. .

120 shoes with "Nanjia"

On the evening of August 28th, 2010, the Inauguration Ceremony of the French Chinese Footwear Association and the inaugural ceremony of the first Council was held in Paris. More than 120 Wenzhou shoe companies in France finally welcomed their own “home”.

The French Chinese Footwear Association has 73 registered member companies, most of which are Wenshang. The association's positioning is not only a spokesman for the interests of the industry, but also boldly shouted to be the leader of the footwear industry.

Leather shoes are "foot fashion," in the "fashion capital" Paris to be the leader of the footwear industry, is not it too arrogant?

Chinese businessmen or Wenshang have such emboldenedness.

The history of Chinese footwear in France can be traced back to the early 1990s. In recent years, the Chinese footwear industry in France has grown by leaps and bounds, and has become a pivotal member of the European footwear market. In this group of mainly Wen Wen, not only the products occupy 80% of the domestic market in France, but also rely on the advantages of location in France, radiating the entire Western Europe, North Africa, Eastern Europe and other regions. Among them, the Chinese footwear market located in the city of Obahevière in the northern suburbs of Paris has become a wholesale distribution center for shoes in France and even in Europe. Merchants from Belgium, the Netherlands, Germany, Greece, Poland, the Czech Republic and other countries are woven together. There are even Singaporean guests who have no way to find such satisfactory goods in China, so they simply went to Paris to purchase. Nowadays, after the footwear industry has become a major business area after the catering industry, the luggage industry, the clothing industry and the small commodity industry, the Chinese have a positive influence on the development of the French economy and the improvement of the Chinese economy.

Why does Wen Shang come from behind?

In fact, France's Wenshang footwear is relatively late compared to the Wenzhou footwear history in countries such as Italy. However, in 2004, the EU eliminated the quota restrictions on Chinese imports of leather shoes, and the biggest shackles that have long impeded the Chinese shoe industry have been lifted. For a while, Wenzhou shoe manufacturers have mushroomed and have evolved from the first few to the present. Of the 120 homes.

It is undeniable that the biggest advantage of the rise of Wenshang shoes is that it is cheap and the high-profit brand is still in the hands of the French locals. However, in the fashion capital of the world, the ability of Wenzhou to grasp the latest trends in a timely manner is fully reflected. Smart in the process of expanding the market, they are also constantly improving product quality, improve service, so as to win the trust of customers with a variety of products, fashionable style, quality and cheap products, and gradually establish a large fixed customer base. For example, the “Arc de Triomphe” of Zhao Qing, president of the French Chinese Footwear Association, not only took orders from several French large-scale footwear sales companies, but also had more than 2,000 permanent customers.

The rapid development of the Chinese footwear industry in France has made the industrial upgrading on the agenda. In this context, the French Chinese Footwear Association was established in due course. The association also put forward the concept of “City IMPORT SHOES”, adopted the “City Import Shoes China Shoes City” uniform name and logo, established a professional marketing team, and built an overall brand strategy. Association is also in Europe

MESS AROUND (France), GDS (Germany), MICAM (Italy), MOSHOE (Moscow) and other major footwear trade fairs set up publicity points to expand their influence and strive to build the French Shoes City into an international brand.

Price war was once a pain in the industry

Although City Import Shoes has become the most influential leather shoe distribution center in Europe, there are also many issues that need urgent breakthrough.

The Chinese footwear industry in France has a short history. Many business owners have poor footwear expertise and outdated business concepts. Many companies do not have their own product features, and they have high production and operating expenses, low profit margins, and even make ends meet.

Due to the lack of R&D capabilities and high-quality products, it often leads to the occurrence of unregulated business activities such as chaotic purchases, price indiscriminately, and even selling below cost. "Wenzhou people's sales method is the price!" "Paris 93 District shoes sold cheaper than China!" These words once revealed the pain in the shoes of Wenzhou shoe manufacturers.

“Every month there are people opening and someone is closing,” Zhao Qing used “cruel” to describe the Chinese shoe market competition. He told reporters that some people only saw the prosperity of the footwear market and they did not hesitate to sell restaurants and borrow money to enter this industry. However, in the end, due to the lack of experience and professional knowledge, it was totally down the drain. Individual customers even deliberately opened cheques that could not be honoured. It took two weeks to cash out cheques. Nearly every Chinese businessman has received such cheques that cannot be honoured. Many people can only eat such cheques because they lack understanding of laws and regulations. Mutual loss."

Lack of communication between businesses and blind competition has seriously affected the healthy development of the Chinese footwear industry in France. Prior to the establishment of the Footwear Association, the Chinese shoe industry in Paris has seen not only a difficult company operating, but also closed down.

Seek for early and high-end brands

In the face of many problems in the development of the Chinese footwear industry in France, the French Chinese Footwear Association “coaches about three chapters” and strives to unite Chinese shoe companies; adjusts the concept of management and competition; and thoroughly breaks the infantile approach of smashing peers by price wars.

People in the industry believe that Chinese shoe companies in France should also dig deep into internal management, identify the main points of the market, and establish product features, so as to find their own way. At present, the French local brands are still firmly in control of the local high-end market. Chinese shoes are rarely positioned at more than 100 euros. Chinese brands should strive to enter the high-end market.

“France is a country with the highest level of development of shoes and clothing. We have a lot of things to absorb and there is a lot of room for improvement.” Zhao Qing told reporters, looking at other industries in which the Chinese are engaged in France, such as luggage and clothing. The company that eventually became the best in the industry is focusing on quality and brand. Chinese shoes also have to take the brand's road, only in this way, in order to strive for greater profit margins, as soon as possible and local luxury brands are also a trick.