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中国鞋类制造业转型升级 开创海外市场新局面

2017-08-30 13:26:20   国际在线

Sheme创始人在展会现场接受德国媒体采访

国际在线报道(中国国际广播电台记者 阮佳闻):德国杜塞尔多夫国际鞋及配饰展览会“Tag it!”于当地时间27日至29日举办。中国轻工工艺品进出口商会组织多家国内知名品牌参展,并同期举办中国鞋类品牌推介活动,以促进中欧同行业界的交流与合作,提升中国品牌在国际市场的知名度和影响力。

德国杜塞尔多夫国际鞋类展览会是世界著名的三大专业鞋展之一,每年春、秋两季在欧洲著名的“展会城市”——杜塞尔多夫国际展览中心举办,已成为中国鞋业进入欧盟市场的窗口。

杭州壹拾文化创意有限公司的产品经理林欧娃是第一次以参展商的身份来到欧洲。在她看来,欧洲市场对于中国企业的吸引力是巨大的,重要性也是不言而喻:“大家这几年对中国产品的印象已经从买便宜到买设计跟品质,是有一个大的转变。所以我觉得像我们这种新生代的企业都还是蛮有市场的。作为设计师品牌也好、或者做轻奢的产品,欧洲永远是风向标。美国市场一般是体现量,欧洲市场是体现质,所以如果能够推进到欧洲市场,这是不一样的飞跃。”

中国女装鞋履品牌Sheme近年来在欧洲乃至国际舞台上受到越来越多的关注,其创始人刘琼英在接受采访时表示,为了能够让世人接受并且记住这样一个带有强烈中国文化印记的原创品牌,公司一直致力于将刺绣、烫钻、盘扣、皮编、串珠等精湛的中国传统手工工艺完美地融合到全球先锋时尚中:“运用中国文化作原创设计,结合国际时尚,再把蜀绣一针一线的精致工艺融入,来创作每一件精致的、带着文化的、和让中国人觉得骄傲、让外国人觉得尊敬的这样一双鞋。有了这样的一双鞋,才开始走向国际。因为其实已经不是一双鞋,而是一个媒介。设计是没有国界的,也没有地域的。我的理解就是,获得同等认同的时候,其实大家是相通的。也真的希望随着我们中国越来越被世界认同、中国女性越来越自信走向全球的时候,我们能够成为中国品牌的使用者,更能够成为中国品牌的传播者。”

连续十余年率中国展团来到杜塞尔多夫的中国轻工工艺品进出口商会是商务部下属的六大商会之一。其副会长张杰介绍说:“我们是鞋类出口的大国,但不是强国。真正好的品牌在欧美,我们怎么追赶它,是摆在我们面前一个重要的课题。所以我们组织企业‘借船出海’,在GDS(全球鞋类)展上来推介我们的品牌。这是非常重要的,而且也是事半功倍,企业的效果也非常好。我们这次来的有一大批龙头企业,这些龙头企业原来比较多的是给人家贴牌加工,现在自主品牌的比重逐渐增加,我觉得企业在成长,水平越来越高。”

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