China is the largest shoe-making country and the second largest shoe-consuming country, with only the United States taking the lead. In the past seven years, shoes made in China have taken up over 50 percent of the total production of the world. 40 percent of the shoes made in China are sold in the foreign markets. The trade volume of shoes amounts to over 30 billion dollars, which is about 25 percent of the world’s total trade volume of shoes. Unfortunately, seldom any Chinese brand has been acknowledged as famous brand by the global market so far.
This paper elaborates the concept and characteristics of international brand and explains the theories of brand modeling first. Then, the paper focuses on the statue of international shoes market and the general situation of shoes brand in many countries, such as the United States, France, England and Germany, as well as the importance of the value added to a brand. After that, the paper takes some famous international shoes market as examples, including Nike, ECCO, LaCrosse and Geox, analyzing the successful routes by which they head for their brand modeling. Though we have absolute advantage in total production, it is still difficult for domestic shoe-makers to compete with the famous foreign shoe brands at present. In fact, it is connected with the structure of the Chinese shoe industry, imbalance of district development, industry technology and capital support, etc. In the end, by combining the successful routes of the brands referred to with the facts of the China's shoes market, the paper brings up the routes for Chinese shoes-making companies in modeling famous international brand.
【Key Words】 Famous shoe-making company; International brand; Routes; Apocalypse
