The promotion of luggage industry depends on brand reliability
The promotion of luggage industry depends on brand reliability
Relevant information transmitted by the annual meeting of the China Leather Association leather professional committee in 2012 shows that this year, the development of the domestic luggage industry will still face internal and external challenges, and accelerating industrial transformation and upgrading is the key to meeting the challenges.
The focus of the transformation and upgrading of the luggage industry lies in brand cultivation and construction.
Referring to the challenges faced by the luggage industry, Li Yuzhong, executive vice-chairman and secretary-general of China Leather Association, pointed out that internally, the cost of products is increasing day by day and the mode of seeking development by quantity is unsustainable.
At present, China's traditional comparative economic advantages are weakening and the production costs of enterprises are increasing, the development space of the industry is restricted by factors such as the excess of low-grade processing capacity, the low-grade processing capacity, the low innovation capacity and the weak brand power faced by the luggage industry;
To the outside world, China's luggage has a high international share, and the difficulty of high export growth increases. The high degree of dependence on foreign countries also increases the operational risks of enterprises.
At the same time, foreign brands have poured in, and national brands are struggling.
In addition, shoe-making and clothing brands have also increased luggage products one after another, squeezing the development space of luggage brands. In 2000, China's luggage imports were only 0.
US $0. 3 billion, reaching 13. 5% by 2011. $0. 6 billion, an average annual growth of 45. 2%.
The economic operation report of the luggage industry issued by the China Leather Association pointed out that in 2012, the growth rate of production and export of China's luggage industry dropped sharply, to 19 and 31 respectively. 6 percentage points.
At the same time, the industry's sales profit margin declined, lower than the industry average and showing a downward trend.
From a regional perspective, the eastern region still dominates the total industrial output value, accounting for 87. 5%. 8%; The central region is developing rapidly faster than the Eastern Region 41. 6 percentage points, 30 percent faster than the West. 9 percentage points.
From the perspective of enterprise scale, the output value of large and medium-sized enterprises accounts for a large proportion of 51.
3%, while small enterprises grew rapidly, reaching 18. 2%.
In response to the challenges faced by China's luggage industry this year, Li Yuzhong stressed that after years of accumulation, China's luggage industry has formed four major advantages, that is, the industrial foundation is good, the industrial chain is complete, the development space is broad and the market potential is huge.
According to the prediction of domestic and foreign experts, the first 20 years of this century is still a good opportunity for the development of China's luggage industry, and the whole industry has great potential in the transformation and upgrading.
So, how can the domestic luggage industry strengthen brand building and realize transformation and upgrading?
Lai Shiping, the chief representative of the Beijing office of the Italian Foreign Trade Commission and the general coordinator of China and the trade promotion commissioner of the Italian embassy in China, attended the annual meeting of the leather Professional Committee of the China Leather Association in 2012, in his speech entitled 'the leading position of Italian leather industry and the success of Italian brands', he provided inspiration and thinking for his Chinese counterparts.
Lai Shiping introduced that the origin of the Italian leather industry can be traced back to the Renaissance, when the enterprises left many inventions and skills.
This tradition has influenced the industrial system of Italian leather and footwear industry today. Its characteristic is to continuously pursue aesthetic solutions and organically integrate functions and quality to meet the needs of various complex consumers.
Italians believe that the combination of Craftsman Experience and industrial research can not only produce handmade products on a large scale, but also make industrial products have the characteristics of handicrafts, thus producing the most attractive products.
Industrial production in many countries puts the perfection of technological process in the first place, while Italy believes that the most important thing is the perfection of products and regards stable quality and perfection as the pursuit standard.
Therefore, Italy's industrial manufacturing ranks second in Europe, while the leather industry ranks first.
Italian brands all have one common feature, that is,'Italians', They must be original works.
Of course, the success of Italian brands depends on many factors. The success of small and medium-sized enterprises also depends on their professional level and competitive processing technology system. They usually adopt cluster development and establish cooperative network advantages, innovate in technology, organization and market sales in a timely and effective manner.
Italy has firmly established its brand image and solid leadership position and is a pioneer in brand creation.
It is reported that this year, China Leather Association will strengthen the implementation of brand development strategy in the luggage industry, and strive to find a breakthrough from the improvement of the standard system and the revision of the system.
Among them, the revision of the standard will be based on the characteristics of the product itself, considering the daily habits of consumers, combining the particularity of technology and materials, and taking the end use of the product as the basic principle, highlight the applicability and practicability of the standard to meet the needs of the market.
In addition, China Leather Association will also actively start the development and construction of characteristic regions and markets, and strengthen exchanges and cooperation with Italian luggage industry in product design, brand management, market expansion and industrial development, make the development of the industry leap to a new stage.