Chinese Shoe Companies Do Not Seek Big And Refinement.

Nowadays, China's footwear export trade not only has the problem of quality control, but also a big bottleneck is lack of innovation.

Take Putian, Fujian, one of the most important export bases for national footwear exports as an example.

Since the 80s of last century, world famous sports brands such as Nike, Adidas, Puma and Timberland have set up processing plants in Putian.

With this westerly wind, a large number of shoemaking enterprises have sprung up in Putian. They have accumulated a large amount of the world's leading shoe making technology and experience.

However, with the rising price of raw materials and rising labor costs, Adidas, Nike, Clarks, K-Swiss and other footwear enterprises have added production lines to Vietnam and Indonesia. The footwear industry that has been walking in Putian for more than 30 years is beginning to emerge fatigue.

Data show that there are about 3000 factories with independent production capacity in Putian, and the annual production capacity of sports shoes can reach over 20 billion pairs, but the maximum idle capacity exceeds 1 billion 200 million pairs.

For survival, part

We have to take the wrong way. "

"Gradually became the" counterfeit "endorsement.

Since 2010, the Putian municipal government has been stepping up its efforts to crack down on counterfeiting and providing policy support and preferential policies to manufacturers.

However, Putian shoe enterprises, accustomed to processing mode, have not been able to find a good direction, and have limited achievements in brand promotion, development and sales.

"China's

If you want to be strong and big, you must have your own brand soul, innovate and do it down-to-earth.

The above well-known sports shoes brand leader said, rather than China's shoemaking technology is not strong, it is better to say that the enterprise has not seriously done, and is thinking of reducing costs, small profits but quick turnover. In fact, many of China's former brand manufacturers have mastered the very high shoemaking technology, local shoe enterprises should be more active in thinking, how to make use of the mastery of technology to innovate.

In addition, Su Chaoying, chairman of China Leather Association, believes that domestic shoe manufacturers should also pay attention to environmental protection.

In the future, more policies will be linked to corporate environmental governance. The high level of environmental protection will become a decisive indicator for judging the advantages and disadvantages of upstream enterprises such as tanning, and also the key to the pformation and upgrading of enterprises.

"At present, the continuous narrowing of profit space makes the adoption of intelligent new technology and equipment more urgent."

In the footwear industry of Dongguan, the goal of their pformation is not to be bigger and stronger, but to be small and fine.

Today, the footwear industry has reached a consensus that the advantages of shoemaking are matching of materials, mature customers, and gathering of trading companies.

Through hard times, the future can only be R & D, procurement, high-end boutique production enterprises, and there will be more and more small workshops, just like Italy's shoes are high-end boutique, workshop production, three or four ten people can.

Prior to this, Yifu Lin, economist at the world footwear industry development forum, pointed out that in the future, Dongguan's shoemaking will leave the high-end products of lean production.

Dongguan native shoe factory boss Liu Jin also believed that the future Dongguan shoe enterprise should not seek big, but refinement.

Large enterprises are large, small businesses are small, and middle type enterprises have relatively small survival space.

Because large enterprises have brand influence, although the cost is high, but the profit added value is also high; and small businesses have the flexibility of operation, is also a ground gas advantage.