Wenzhou Shoe Innovation Wins Market

Foreign trade turn

In fact, not all enterprises have the same attitude towards foreign trade as Liu Xiaobiao. There are many shoe factories in Wenzhou dealing with foreign trade, relying on domestic foreign trade companies to provide orders for foreign shoe companies to make OEM products. However, this leads enterprises to be at the bottom of the industrial chain. Although the output of foreign shoe enterprises is considerable every year, the profit is small but it is not optimistic.

In early 2007, Zhan Chong Lou, a general manager of Wenzhou shoe industry group, founded Yongjia Zhongyi shoes and Garments Co., Ltd., and began to look for a way to develop different foreign trade shoe enterprises.

Zhan Chong Lou looks at the economically active Middle East. When the company was founded, he invested a total of 20 million yuan, of which 10 million yuan introduced a Italy shoe production line and launched in Yongjia, north. Another 10 million yuan, he used to buy more than 200 square meters of three storey shops in the most famous commercial streets in Dubai, and began accepting orders from Middle East merchants in Dubai.

Because the company's foreign trade business goes directly to the foreign market, the product style adopts the popular styles in Europe and America. The "Zhongyi" brand men's casual shoes produced by the Italian shoes and clothing company have aroused great interest among the Middle East merchants in the Dubai market. Last year, the company sold hundreds of thousands of pairs of casual shoes through Dubai, all over the big cities in the Middle East.

This year, due to the influence of raw materials and other factors, in order to prevent the shrinkage of corporate profits, the shoes and shoes have launched the top grade casual shoes with leather as the main products in the Middle East market, and increased brand publicity in the Middle East.

In Zhan Chong Lou's plan, in the next few years, Zhongyi shoes and clothing company will take the road of brand development. At present, he has started looking for agents in big cities in some Middle East countries, adopting the way of high end line, and making the shoe industry "cake" in the Middle East market.

Another major export business, the Jin Di shoe industry, has gradually become the star shoe enterprise in Wenzhou since 2006. In 2007, the annual output value of the company was 560 million yuan, and the export products were 12 million pairs and 59 million 900 thousand dollars.

"This year, the company has received a steady stream of foreign orders, which has exceeded the limit of the company's capacity." For this year's export situation, Zheng Shili, executive deputy general manager of the company, expressed optimism.

Jindi shoes industry is a foreign trade export enterprise specializing in the production of women's shoes. All products are exported to Europe and America. At present, the company has established long-term cooperation with German Seaman company, and there are large international orders every year.

Zheng Shili said that in order to grasp the quality of products, the company established more than 120 members of the quality inspection team to check the quality of products. In 2007, Jindi shoes industry invested 23 million 800 thousand yuan for production technology transformation, greatly improving the quality and grade of products, and achieving a higher market share.

After strict quality control, the company also shifted the trade target market, aiming at the future development direction of the top women's shoes Market in China. "We are ready to cooperate with advanced leather shoes manufacturers such as Europe and the United States to produce women's shoes with top quality, and strive to have a place in the domestic market." Zheng Shili said.

Format innovation

For Wenzhou shoe companies, which have long been in the domestic market, innovation is also essential in the process of market development. Red dragonfly, a shoe maker in Wenzhou, made two innovations in 2007: sports shoes and integrated monopoly.

In the company's view, the introduction of sports shoes is to break the current situation in the domestic market, "products are seriously the same" situation, in the product category beyond competitors to achieve differentiation; and integrated monopoly is to break through the sales mode, to reduce the cost of single shop pressure, to achieve the best way to achieve a single store high efficiency.

The so-called "integrated concept store", that is, in a 300-1000 square meter space, the collection of Red Dragonfly brand shoes, sports shoes, leather goods, clothing and accessories and other products, provide one-stop shopping experience.

Qian Jinbo, chairman of the company, is quite confident about the channel of "integrated concept store". In his view, with the advent of the era of consumer upgrades, consumer demand for products has changed. Brand consumption has come into being. Integrated concept store mode is popular in European and American countries. Red dragonfly can not only satisfy consumers' changing demand for fashion shopping, but also make full use and integration of resources of enterprises and brands, so as to maximize market profits.

So far, Qian Jin Bo's implementation of the new format has achieved initial success. At the end of 3 this year, when the integrated concept store was completed in Hangzhou, compared with the previous single store mode, the company found that the sales volume of each store grew by 30% over the same period last year, and the average sales volume per square meter per square meter, that is, flat efficiency, was greatly improved. "The integrated store mode can increase the effectiveness of every square meter in the store, while the rental pressure of the integrated store mode is expected to drop by 15% compared to the single store." Qian Jinbo said.

At present, the red dragonfly has opened dozens of integrated stores in the whole country, and will be gradually pushed away nationwide in the coming period. According to the company's plan, the integration store mode will develop to 500 in the next 3 years.