Fuguiniao Occupies The Market With High Technology And High Quality
Recently, Mr. Zhan, the secretary of the chairman of Fuguiniao Shoes, put forward his own view on the EU's continuous anti-dumping measures against China's exported shoe products: "The EU has constantly set 'threshold', the main purpose is to restrict the import of low-grade shoes. Our shoes are mainly aimed at the middle and high-end markets, and the price of each pair is 1000~2000 yuan, which they cannot limit."
Low grade means low technology content and low competitiveness. Fuguiniao insists on this "high technology content and high quality" in making shoes, which makes its footwear products sell well in domestic and foreign markets. At present, the company produces and sells more than 1.5 million pairs of medium and high-end shoes every year.
It can be seen from the customs statistics that from January to June this year, the self operated export of Fuguiniao Shoes was 22.74 million US dollars, an increase of more than 54% year on year. Since this year, the sales of Fuguiniao in domestic and foreign markets have been much better than last year, because all customers pass customs through formal channels, so the Russian market, which has been doing for many years, is more stable this year. At present, the company has European Marketing Department, American and Canadian Marketing Department and Australian Marketing Department, all of which are doing well. At present, 60% of the company's women's shoes are exported. High price is supported by high quality and innovation. The company set up an information center in Dongguan, Guangdong, the most famous shoe production base in China, and employed more than 100 designers from home and abroad to carry out research and development. With the advantages of local talents, information and information, the company constantly develops new styles and material combinations. It provides strong support for the open export of products.
It is worth mentioning that Fuguiniao did not regard export as the only way for enterprise development, but put its energy into the development of the domestic market while exporting steadily. As Lin Heping, the chairman of the company, said: China has a strong purchasing power, and there is no reason to give it to others.
In the first half of this year, the company closely followed the pace of the times and the international consumption trend, actively adapted to the development needs of the society for continuous leisure, and developed and produced a new fashionable sports and leisure shoes "AniWalker". The new brand is aimed at a younger consumer group, which was originally for formal occasions. The new brand is more lifestyle and leisure oriented, and has a wider range of applications. It is sold at home and abroad. The launch of this brand is actually another manifestation of the company's unremitting innovation.
According to analysis, the current companies engaged in pure sports shoes have moved towards leisure. Some brand sports function shoes ignore the fashion, and the formal leather shoes in the past are lack of leisure, so they urgently need an exquisite fashion leisure shoes to meet the demand. The company promotes new sports brands, makes full use of the high-quality technology and materials of formal leather shoes, and combines leisure fashion with sports style, which is unique in the domestic leisure shoe industry. In addition to the technology, materials and internal workmanship of leather shoes, it also subverts the whole traditional form in style. The style is exquisite, mixing and matching some leather with some fashionable materials (cotton, linen, metal, etc.). In terms of materials, environment-friendly leather is selected, without coating or dyed by chemical raw materials, and standard products are also used for auxiliary materials such as glue.
Fuguiniao's "Anniwalker" sports shoes are different from Nike, Adidas and other brands. At present, the brand is mainly aimed at consumers with certain economic foundation in the domestic market. The price is much cheaper than foreign sports shoes, but the quality and style are quite particular. It is reported that the brand may also enter the foreign market in the future.
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