Analysis of the Italian brand from the core competitiveness of high heels
Italian Pavilion at the Shanghai World Expo, the one how much one giant FERRAGAMO heels to many visitors left a deep impression to the visitors in the next to demonstrate FERRAGAMO shoes artisan production and manufacturing processes are selected from each of pairs of shoes Good cattle sheep, have to undergo a hand-built, ergonomic wear comfortable, they have common physical characteristics, people to see that this is FERRAGAMO. Their cost is also cheap, the cheapest are more than 3000 yuan. Even so, they continued to rush around the world.
Expensive, too many changes of style, why can not seem to win the hearts of global audiences? One important reason is its core competence, which is big in common many of the world. Although Chinese companies known as foundries in the world, kept people around the world in the production of clothes and shoes, but low price, lack of brand and direct result is to buy several pieces of clothing, shoes, not as brand-name clothes, a pair of shoes earn more.
I believe that the core competencies should include the brand culture, quality, audience acceptance of a combination of factors, but only establish a brand, the brand is by culture, quality and recognition as the cultivation.These are called the world’s big-name luxury goods often has a long culture, they are usually gone through a hundred years of cultural accumulation. This corporate culture is their culture and served as co-integration of excellent designers, the result of hard work, such as we see the diamond lattice and the “double C” logo will be able to feel the Chanel style, see the classic old flower know this is the LV products.
From the birth of a brand famous the world, it is hatching a new life as if the process requires patience and careful. Create a corporate culture is not simple, let the corporate culture affect the world’s fashion trends more difficult, it is with a lot of these big time and money to complete these tasks, the fifties or sixties of last century Hepburn, Marilyn Monroe, Grace? Kelly is the image of their spokesmen, they use their influence to the big enjoys popular support.
Recall of Chinese goods sold in the world, looked very pretty, good quality, but no one brand can become a world brand, not a brand like Chanel, LV has its own style, like, people to see that What is the brand. China has a profound and brilliant culture, Chinese culture, but not into their commodities to the same time, China’s manufacturers prefer to find what you want to foundry production, lack of awareness creation.
Many of the world’s big names from the start custom clothing and shoes for the royal family, their fine craftsmanship, high quality, as it has been inherited FERRAGAMO manual customization, no doubt the high price increases for their own weight, and our export products are usually the pursuit of large, mass production, quality, although good, but the lack of a fare increase for their own weight.
Despite the big run in China compared to the lack of international competitiveness, but we also were pleased to see more and more Chinese goods starting to focus on brand awareness, but also strive to build their core competitiveness. Although the late start of many, but there will be corresponding with consciousness as, I believe in China and the world will eventually see a big-name luxury goods brand par of pride for the Chinese people.
I am a professional editor from China Products, and my work is to promote a free online trade platform.
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