In the wake of the international financial crisis, Fujian's shoe industry has been rethinking its past strategies and shifting toward a more proactive approach—expanding overseas through the establishment of foreign boutiques and accelerating brand globalization. Companies like Anta, Xtep, Erke, Yanli De, and 361° have been actively opening stores in ASEAN countries, launching brand promotion campaigns in nations such as Malaysia. Some footwear brands have even gone a step further by setting up manufacturing facilities abroad. For example, Jinjiang Guohui Footwear has established factories in Vietnam, while Baofeng Footwear is planning to set up operations in Indonesia, with future expansion plans targeting the Philippines and other Southeast Asian markets.
According to a survey by the Fujian Entry-Exit Inspection and Quarantine Bureau, as exports gradually recover, footwear companies are seizing the opportunity to restructure their domestic and international market strategies, sparking a new wave of brand expansion. This time, the initiative is mainly driven by enterprises from Quanzhou. Currently, Quanzhou is home to 46 nationally renowned products and 39 well-known trademarks, making it one of the top cities in China for brand strength.
Recently, 361° launched a new children’s clothing sub-brand, forming an independent team for brand operations and product development, with a budget of nearly 200 million Hong Kong dollars. Similarly, Lilang, which successfully listed at the end of September, introduced its new sub-brand L2. In addition, major sports brands like Anta and Xtep have also expanded into the children's market through affiliated brands.
Taking advantage of the reduced barriers for foreign brand agencies during the financial crisis, Fujian shoe companies are also actively bringing in international brands to broaden their market presence. For instance, Nine Animal Husbandry invested 400 million yuan to form joint ventures or acquire European brands, further enhancing its global footprint. This strategic move highlights the growing ambition and adaptability of Fujian’s footwear sector in an evolving global landscape.
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