Why does China not have a successful shoe show?

China is now the world’s largest footwear producer. Nearly 70% of the shoes sold in the world are produced in China.

China is also the world’s largest consumer of footwear, accounting for 20% of the world’s footwear sales.

However, if someone tells you that there is currently no formal (public opinion successful) shoe exhibition in China, you may not believe it.

First of all, we must look at this matter from the perspective of historical evolution.

Before 1987, in addition to a handful of state-owned factories in China, shoes were made in small workshops. Production was extremely limited, and sales were very small. In the late 1970s, reform and opening up had just begun, and economic conditions were limited. Many people did not wear shoes. The average annual shoe consumption was less than one pair.

Until 1987, when the situation changed, the shoe factories in Taiwan moved to the mainland of Fujian and Guangdong provinces in a large number of cases, creating an upsurge that brought in concepts such as mass production of shoe-making techniques, assembly line operations, and automated pliers.

After about 25 years of growth, the above-mentioned grand occasion has occurred - that is, China does not make shoes, and most of the world does not wear shoes. Because of the rapid growth of the Chinese economy, the average annual consumption of shoes per person has reached almost three pairs.

The development of the shoe industry is a microcosm of the entire Chinese economy. Because it is too fast, many aspects cannot be fully developed in order and on average.

For example, on the telephone, a relatively large number of households do not have a wired telephone on the desk, skipping and buying mobile phones. For example, many people do not know what a mainframe computer or a desktop computer is and jump directly to a laptop or even a smart phone. The computer industry in China is developing too fast. Production and consumption have already reached the world's ears. However, they have never successfully developed system operating software on their own. That is to say, software cannot catch up with hardware and has to adopt Microsoft and Apple's operating systems.

A similar situation also occurs in the shoe industry. Production and manufacturing have leapt to the top in the world, but in terms of fashion innovation, they still lag far behind Europe and the United States. In terms of marketing, it is even more backward. Except for OEMs who do not need to consider marketing technical issues, most footwear brands and chain stores rely on old-fashioned marketing practices such as stalls and ordering sessions, and often fall into trouble. Needless to say, what kind of thing a shoe fair is like, few people in the industry know it.

List of the world's six shoe exhibitions 2013-12-25

Name Landlord City National Frequency Held Month Area (m2) Exhibitors Visitors gds Dusseldorf Germany Twice a year March/September 116100,000 1,29050,000

Wsa (magic) Las Vegas United States twice a year February / August 75190,0001,80042,000

Micam Milan Italy twice a year March / September 7170,0411,59542,835

Sapica Lyon Mexico twice a year March / August 6845,00085034,000

Garda Ligada Italy twice a year January / June 8032,0721,21110,711

Filtered ads ffany New York United States Four times a year 2/6/8/December 124 scattered, not counted 800 unknown In fact, the industry exhibition is not something new, different exhibitions across all walks of life, also held throughout the country However, the sole industry of shoes is very special. Up till now, there has not been any exhibition that really deserves to be a "shoe exhibition." At most, it is similar to shoe exhibitions, but it is by no means the shoe exhibition and shoe material exhibition for shoe exhibitions.

Many professional exhibitors have tried to run shoe shows one after another, but all failed.

The reasons can be roughly classified into the following two major factors:

1. Incorrect positioning - shoes are a fashion product, so the shoe exhibition must be held at the market side rather than at the production end.

In the US market, there is the Eastern ffany shoe exhibition and the western magic shoe exhibition, which are shoes exhibitions for the US market. In Europe, there are gds exhibitions in Germany, micam exhibitions and garda exhibitions in Italy, and large shoe exhibitions for the European market. Mexico has sapaca exhibition, which is a large shoes exhibition for Latin America. The major shoe retailers and department store chains in the United States, Europe, and Central and South America all purchase at these shoe fairs and they will never be able to go to China to buy shoes.

Mentioned in the past, those exhibitors who used to hold shoes exhibitions in China have always forgotten this point. They always want to sell a shoe exhibition in China, knowing that there has never been an opportunity. There are some shoe exhibitions in the Canton Fair, which are specially for the buyers of small markets in the third world. Because they are very small in the local market, it is not enough to raise a shoe exhibition before they come to Guangzhou.

Arm Operation Outsole Injection Molding 2. Rollover Errors – Shoes, like all fashion items, are seasonal products that fall into the spring, summer and autumn seasons depending on the weather.

Simpler than a square, women wear sandals in summer and winter wear riding boots, we all know, that is to say the new products in each season have to show, production, listing have a rhythm, have a certain time window, too early the weather has not yet Change, too late to miss the peak season, will not work.

Therefore, almost all major shoe fairs around the world are held in the same time period, ie, February-March and August-September. In China, as of now, there is not a so-called shoe show, which is held in these two periods. The result: no buyers appear at the show, and buyers' exhibitions are doomed to fail.

Of course, in fact, shoe traders are entering and shipping every day, but the peak is always in such a short period of time. If it is not during that time, the main players will not appear and the shoe exhibition will not be completed.

I often mentioned these situations to my friends in the industry. I often encounter the following questions: The gds have always been one of the biggest shoe fairs in the world. When they came to China to organize shoe exhibitions, how could these problems not even be solved? Do you know?

This is indeed incredible!

Judging by common sense, it is a mistake for gds to go to China to organize shoe exhibitions. Germans in the Chinese market are unable to get started. Why are they coming? It may be a miscarriage of justice or an irrational motive. However, its biggest setback was misguided. It was believed that shoe exhibitions in China would require shoe exhibitions with Chinese characteristics. Therefore, they focused on the exhibition period and buyers of the Canton Fair. Knowing that the current footwear industry, in terms of style, manufacturing technology, sales model, thoroughly out of the Western products, "shoes exhibition" this link, how could an exception?

Because the shoes are completely Westernized products, the unsuitable marketing methods such as document outlets and ordering meetings are about to decline. And these were eventually replaced by modern shoe shows.