RMB Appreciation And Other Unfavorable Factors Are Coming In To &Nbsp; &Nbsp; Small And Medium-Sized Shoe Enterprises How To Achieve Pformation.

In December 6th, the news house was leaking overnight, facing the sharp increase in labor costs.

Ask the way: the road of domestic marketing is far away?

Recently, due to the slow recovery of orders in the European and American shoe market, the appreciation of the renminbi and the rising price of raw materials, many export oriented shoe companies have turned around and launched an offensive against the domestic market.

Among them, the "steering" tide of Dongguan shoe enterprises is very turbulent.

Chen Zheyang, director of Dongguan Cheng Feng Machinery Co., Ltd., told reporters that 10 years ago, with the pfer of Taiwan shoe enterprises to Dongguan, the company was basically a foreign shoe factory exported by OEM. Now there have been obvious changes, labor costs have risen rapidly, and workers have not been able to recruit workers. Many export shoe factories have accelerated their migration to the mainland and Southeast Asia, and the number of private shoe industry customers who are doing domestic sales has gradually increased. Now these two customer groups basically account for half of the total.

Zhu Yulun, chairman of the elegant Exhibition Service Co., Ltd., also said that according to his understanding, although the export of shoes products in Dongguan had a sudden increase in the first half of the year, it was mainly because the European and American customers had sold almost the same period of time. The order to replenish the order temporarily is likely to be a rebound rather than a reversal. The export prices of Dongguan shoes are still falling.

"The shoe market is changing, and the European and American markets are relatively saturated, while domestic and emerging markets are growing rapidly, and the ASEAN market has doubled in the last one or two years.

And China's domestic market is also very large. Europe and the United States consume 7~8 pairs of shoes per capita each year, while China has only 2.8~2.9 double. If the average annual per capita increase is one pair, it will increase by more than 1 billion 300 million pairs.

Although it is difficult for small and medium-sized enterprises to expand domestic sales channels, it is still important to take this step.

Zhu Yulun said.

When external demand continues to weaken, exports to domestic sales are regarded as a good medicine to absorb excess capacity.

In the past, however, some of the shoe enterprises that had sold foreign trade to domestic sales were more successful. They opened up the domestic market and opened up new growth points. At the same time, some foreign shoe enterprises appeared to be "acclimatized" in the domestic market when they sold their domestic products to the domestic market. Individual enterprises even encountered practical difficulties such as funds and channels and fell into the development dilemma.

The different expectations and prospects of export export market determine the different positioning of footwear enterprises to the domestic sales sector, and directly determine their resource allocation strength and efficiency for the domestic sales sector.

It is hard to imagine that the Dongguan shoe enterprises, which are positioning the export business in the supplementary part of export business, will be willing to pour huge resources into the domestic market.

Rome is not built in a day.

Among the many shoe companies that sell to domestic markets, they do not exclude speculators: "we hope to invest millions in building a domestic brand in a short time".

This speculative idea will lead to the wrong way of selling domestic enterprises.

Because of the dependence on export orders over a long period of time, the shoe enterprises have no courage and courage to break their bridges in opening up the domestic market.

After all, the domestic market is like a river with unknown buoys.

Perhaps, a warm breeze in the international market will stir up the memory of the shoe enterprises on the already familiar road of export business; perhaps, a large sum of foreign trade may shatter the determination of the pformation of the shoe enterprises in the domestic market.

Ask the way two: machine instead of manual, feasible?

Since the beginning of this year, the market of shoemaking machinery has been getting warmer and warmer.

Compared with finished shoes, shoemaking and shoe materials industry has taken the lead in the shoe industry.

In order to adapt to the development of the industry, shoemaking enterprises have been improving the strength of the industry with technological innovation.

The application field of machinery industry is closely related to infrastructure construction, and there will be a large market in the future.

At present, China's shoe making machinery enterprises are mainly distributed in Wenzhou, Guangdong, Fujian, Jiangsu and other places.

Among them, the number of enterprises in Zhejiang, Guangdong, Fujian and Jiangsu accounted for 90%, and sales accounted for more than 90%.

Guangdong, Fujian and Zhejiang's three shoe machine production bases have been exported to Europe, Southeast Asia and so on.

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Recently, some manufacturing enterprises in Quanzhou are busy upgrading equipment and importing advanced machinery to digest the pressure brought about by exchange rate changes, labor cost increase and raw material price increase.

Among them, Fujian Europe and the Dragon Group will spend a lot of money to buy nearly 100 automation and computerization equipment.

Chen Zhongshi, chairman of Fujian Europe and America long group, said that he invested heavily in the purchase of advanced equipment, so that all kinds of standard machines could be automatically controlled, and the quality of products was improved.

In addition, in the long run, upgrading the equipment and optimizing the technological process can not only reduce labor costs, but also reduce costs such as energy consumption and management costs in the production process, and only by raising the level of technology can products be competitive in the market.

It is necessary for enterprises to develop and increase independent innovation.

According to the introduction, the newly purchased automation equipment will make the individual shoemaking links more convenient and convenient for enterprises to place skilled workers in the shoe making links with high proficiency and improve efficiency.

"At present, the average wage of the front-line employees is about 2700 yuan / month. When new equipment is used, not only will the workers' wages be improved, but their working environment will also be improved, so as to enhance the attractiveness of their employment."

Liu Yihua, deputy director of Quanzhou science and Technology Bureau and director of Quanzhou Productivity Promotion Center, said that with the increase in labor prices and reduced profits, Quanzhou business model is approaching a crossroads.

In the past, labor intensive industries, which used a lot of cheap labor and consumed a lot of cheap raw and auxiliary materials, seemed to be struggling.

Taking the technology intensive road, using advanced equipment to improve labor productivity, product quality and economic benefits has become a good choice for spring enterprises to get rid of "cheap factories".

At present, China has become an important market for German shoemaking and tannery equipment.

Mr. Mr.KlausFreese, President of the company, said that China is an important shoe making market. Over 60% of the world's shoes are produced in China.

German machinery is interested not only in the proportion of China's exports, but also in China's domestic market.

Although the global market is now generally depressed, China has jumped to become the largest export market for leather and shoe making machinery in Italy last year, with a total value of US $29 million 690 thousand.

Leather and shoemaking machinery in Italy also account for 55.27% of China's imports of such equipment.

"The Chinese market is being reorganized, and foreign enterprises should seize this opportunity."

Rio Dura, President of ASSOMAC, said that more than 20 enterprises in ASSOMAC have settled in China and have long-term development intentions.

Despite the overall shrinkage of Global trade, Sino Italian economic and trade relations have been developing well. Last year, the two countries' share in the market share of each other has been improved, said ICE, deputy chief representative of the Shanghai Office of the Italy Foreign Trade Commission.

Last year, Italy was the third largest exporter to the EU after Germany and France, with exports amounting to US $11 billion 660 million, according to the Customs General Administration of China.

Italy is also China's fourth largest market in EU countries.

Last year, Italy's imports from China increased by 25.64%, which is 17.3 percentage points higher than that of China's overall export growth.

"Machines are definitely not entirely substitute for labor. Not only that, the wide application of machines will also bring other side effects", but insiders believe that excessive use of machines will not only cause a large number of workers to be laid off, but also lead to certain social problems. For enterprises themselves, the widespread application of machines will cost a lot. This will undoubtedly increase the burden on enterprises, and the machine's technology update is too fast. A large number of fixed assets will increase the difficulty of the pformation of enterprises.

Ask the way three: how to build an independent brand?

Looking at the global market, products printed in China are everywhere, and products belonging to China's OEM are numerous.

For footwear products, China has become a big shoe manufacturing industry.

Big brands like Lining, Anta and PEAK have come to the forefront in the international market in recent years, and some small brands have begun to take small tests in the domestic market.

In the wake of the financial crisis, these Chinese shoe companies with their own brand core competitiveness have not been seriously affected, while some export oriented, OEM production and R & D capacity shoe companies have failed in this crisis, coupled with more and more trade protection barriers abroad, some shoe companies are struggling.

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Although the industry generally agreed that "only brand is a powerful weapon to support price, sales sense of superiority and resistance to risks."

But how to build a brand is more than asking for it.

Therefore, Chinese shoe enterprises urgently need a big brand that can afford to make a scene to inspire the morale of shoe enterprises, and lead domestic shoe enterprises to make a difference in the international market.

The road is long, and the Chinese shoe enterprises will encounter difficulties and obstacles in the process of building brands. Even if we try to avoid confrontation with our rivals, we should strive to find a place suitable for ourselves to take root. We should build high walls, accumulate grain and build our own kingdom.

China's shoe industry is at the turning point of change. We are all exploring and advancing. Success or failure is inevitable, but we cannot forget that brand takes a long time to build and accumulate.

Maybe we will get a lot of money from a successful idea, but this is not based on the success of brand building.

Brand is a systematic project, which requires us to innovate, and we need to stick to it.

On the road of brand building, Chinese shoe enterprises may have a look at the development of the Spanish footwear industry.

Like China, Spain is also one of the world's shoemaking bases, with shoes exported all over the world.

But unlike China, the Spanish footwear industry has been greatly influenced by the shoe industry in Asia, Eastern Europe and Latin America, and enterprises have adjusted their market strategy in a timely manner, which has successfully solved the problems caused by the competition among shoemaking countries.

They pform from the dominant shoes in the past to the middle and high grade shoes, reflecting the quality and the ingenuity of the design.

So that the Spanish shoe companies pay more attention to product image and brand building.

The Spanish Federation of footwear manufacturers (FICE) put forward: changing resources to dominate the market; attaching value to products as a key point, not just a part of the design; making products more internationalized; strengthening brand image, marketing, speeding up the delivery speed, and constantly adopting new technologies.

From the pformation and upgrading of the Spanish footwear industry, China's footwear industry must strengthen product research and development, strengthen market positioning, brand image building and talent team reserves.

An enterprise can only build a brand building based on its hard conditions such as design, material and technology, and the soft nature of brand image, culture, service and so on.

Qian Jinbo, chairman of Red Dragonfly Group, talks about the brand road. It is said that making brand is a generation and two generations. Any brand is from small to large.

If you take it as a means of making money, make money and do it without making money, I feel it is really hard.