On June 19, 2020, Gao Xiang, deputy director of the Henan Provincial Department of Commerce, promoted Henan's processing enterprises at the launching ceremony of the 2020 "Foreign Trade Excellence Benefit Purchase in the Central Plains" series of activities.
He mentioned in his promotion that Henan has enterprises that provide leather materials for top international luxury brands, footwear and clothing enterprises that do OEM for UGG and NEWBALANCE, and even cosmetic enterprises that do OEM for Estee Lauder and Lanc?me.
"We these enterprises have been doing processing for a long time, there is no publicity and promotion, only burying the head to pull the cart, do not look up to see the road, which is the most fatal place for processing enterprises in Henan." Gao Xiang said, most of these enterprises are to international brands to do OEM processing, some sports clothing processing enterprises on behalf of the production of the world's top brands.
"Henan has to push these brands." Gao Xiang said at the launch ceremony.
In this case, from June 19th to the end of August, Henan province-wide will carry out a number of foreign trade export products exhibition and marketing activities to promote the domestic sale of export products production and demand docking, expanding consumer demand. The first foreign trade commodities exhibition and marketing activities, selected in Zhengzhou Zhengdao Central Department Store negative layer held.
Activities on the scene, almost every businessman is to the consumer to pass a message: we itself on the production of international brands, the same high-quality products and technology, our prices are lower.
Longfeng Fur even offered unprecedented deals, showcasing top-notch customized products that are not even seen in everyday stores. "Because it's a trade show, we'll show our best products." Li Bei, brand director of Longfeng Fur, said.
Daxin Cosmetic Appliance Co. also brought superb deals.
The exhibition is an outlet and an opportunity for Henan's foreign trade enterprises to open up the domestic market.
According to Li Gui, the current order is less than 20% of the same period last year, silk weaving plate is in the basic only do the state of the final order, printing and dyeing plate for the same period last year, 30%.
"In the teeth, or close this pull and hold up the state." Li Gui said, affected by the epidemic, the company's foreign orders almost stagnant, export cliff decline, this time to participate in the exhibition, vertical and horizontal silk hope to increase the layout of the domestic market, looking for a new turnaround.
"The beginning of the year by the epidemic impact is very large, foreign trade not only no new orders, has been signed by a lot of orders require the cancellation of the port closure, resulting in a lot of backlog in the warehouse, the loss is very large." Ding Wenju, chairman of the board of directors of Daxin Cosmetic Appliance Co., Ltd. said he hoped that with the help of the exhibition, more people in the country know that many big-name beauty products actually come from the doorstep, and we have a very good independent brand.
It is reported that Daxin Cosmetics Co., Ltd. has highlighted its own brand, Huiziman, at the show. According to Ding Wenju, this independent brand has been launched in 2017, mainly by selling in e-commerce and supplying to buyers.
"As an international big brand of OEM enterprises, we know that the brand added value is very high, and we hope that we can slowly try to do our own independent brand," Ding Wenju said, we have our own R & D team, design team, the materials used, process, quality and OEM brand is equal, the quality of even more stringent, but the price of the independent brand is mostly only as high as the other side. Most of the price of the brand is only one-tenth of the price of the other side.
In spite of this, can just launch these independent brands, it is difficult to tear open the mouth in the market.
"We do not know what the reason, feel a lot of problems," Ding Wenju said, because the enterprise has been doing OEM, in the country do not know how to open up the channel, the development of the company's own brand is not ideal.
In the face of the plight of the enterprises, Gao Xiang, deputy director of the Henan Provincial Department of Commerce, and Henan's famous comedian Fan Jun went into the live band goods, but also on the spot live band goods. Gao Xiang in the live broadcast to the majority of netizens shouted: "We have a lot of good products, a lot of international brands are processed through the domestic, I want to give the majority of netizens to pass on a message, Henan also has the world's brands, Henan also has the best products."
It is reported that, according to the plan of Daxin Cosmetic Appliance Co., Ltd. will be in the near future in the domestic supermarkets to lay the independent brand counters, and then as a basis for expanding outward. But this is still in the planning stage, need opportunities and strength.
Looking for a break, there is the sheepskin industry world-class leading Longfeng Group, which has a "giant behind the luxury goods," said.
Longfeng Group is known as Henan manufacturing industry, low-key big brother. In June of this year, Henan to recommend 15 units to declare the fifth batch of national manufacturing single champion list, there is Jiaozuo Longfeng Fur Enterprise Co. With it on the list, is the three full, positive star technology, good want you,
China Coal Shenma, Luoyang Luanchuan molybdenum, Flying Dragon Automobile, DuoFuDuo, Shijia photonics, camel people medical and so on.
In the independent brand, Longfeng Group obviously explore a little earlier, and in the path of a completely different approach from Daxin.
In this exhibition, Longfeng Group emphasized the two major segments of processing and independent brand. Among them, the self-branding aspect of the display contains the Group's acquisition of Spain Colomer1792 (Gelemi), the U.S. brand Cozy steps (Cozy steps), as well as the acquisition of New Zealand's century-old high-end brand Rich steps (Rich steps) product line.
Currently, Cozy Steps has opened 230 directly-managed stores in China and has landed on a full e-commerce platform. In the future plan, Longfeng also plans to further improve the Cozy Steps product line, in addition to footwear, but also clothing, handbags and other complementary.
Li Bei is very confident in the company's products, he took out a product to demonstrate its sole and upper materials, the product sole material selected from basf (BASF), the production equipment used in Germany desma (desma).
As an enterprise that started from OEM processing for international luxury brands and international big names, Longfeng Group has not only taken pride in the supply of leather materials, but also realized technological breakthroughs. For example, the one-piece molding technology is one of the few companies in the world that have mastered this technology.
"We are paying more and more attention to Cozy Steps because there is not much way out of doing OEM." Talking about the trend of independent brands, Li Bei said, the future of the enterprise must be in the development of independent brands.
The independent brands that are waking up are trying to capture the changes in market demand on the road of exploration.
Cozy Steps realized the trend of tightening consumption under the international epidemic, as well as consumers' pursuit of culture, individuality, and texture, and this year deliberately launched fly-knit products, and bright color series products.
"In the long run, there will continue to be a period of consumer tightening, but not consumer downgrading." Li Bei said that consumers will be more in pursuit of high-quality, low-premium products. And in a bad economic situation, people prefer colors with a higher degree of saturated color.
Another interesting phenomenon is that, under the global epidemic, luxury jewelry, on the contrary, is raising prices. For example, Chanel announced on May 13 this year, due to the impact of the epidemic raw material costs are rising, will be in the global handbag and small leather goods prices, the overall rate of increase in 5% -17% or so. In addition, LV in March after the price increase, in May again to raise product prices.
Li Bei called this brand "routine price increases", even if the global epidemic under the tightening of consumption, but also can not stop these brands of the price increase strategy. This also shows that for Chinese brands, either go high-end to get the pricing power, or in the case of homogeneity to fight price.
"These two years is the process of domestic brands squeeze foreign brands." Li Bei believes that this has a clear manifestation in the shoe industry, that is, the share of imported brands is getting lower and lower. Under the global epidemic, it is the opportunity for domestic brands to practice their "internal" skills.
This also means that, for China's own brands, including Henan's own brands, the need to rebound in global consumption before the time to find a way to capture the minds of consumers. (Chief Editor Hua Lijuan )