Shoe Enterprise: "To Build Brand To Break Through"

Under the pressure of shortage of migrant workers, RMB appreciation and raw material prices, shoe manufacturers are shutting down or shutting down many of their shoes in Wenling.

The total output value of the shoe industry in the year 1 to April is still 72 million yuan, up 75% from the same period last year.

"Everyone should wear shoes, but for shoemaking enterprises, how to make shoes with profits is a big problem for enterprises."

Yang Yuqing, chairman of Xi De Bao shoes industry, said that manufacturing industry and production and life are very important. It also has more tenacious vitality than other industries. Some of the industry is doing well and some are not doing well. It depends on how you do it.

The production of OEM, the production of borrowed cards, only the price competition, not creating their own brands.

Yang Yuqing said that in the past, like the shoe industry in most other industries, Wenling's product development capability has been very weak, and it's all about cloning and copying.

There are 300 shoe industry enterprises in Wenling, but few enterprises have national inspection free products, Zhejiang famous brands and Zhejiang famous trademarks.

There are only 5 famous trademarks in Taizhou. As for Chinese famous brands and famous trademarks in China, they are still blank.

In recent years, the shoe industry has realized the importance of brand and gradually changed the situation.

The enterprise converted the traditional way of purchasing and selling the original wholesalers to implementing the brand strategy, and gradually moved from the OEM production to the famous brand product management.

"The company has pformed from the original OEM to the independent design and production, and the main products are designed by ourselves."

During the interview, the relevant person in charge of the shoe industry of Xi De Bao said that the hi tech shoe industry set up a technology development department specially. The company has both independent design and cooperative development with customers.

The company also spent a huge sum of money last year to set up a provincial R & D Center for technology products, with more than 10 existing technicians and teachers.

Not long ago, Xi De Bao had just won the title of well-known trademark.

Prior to that, the company also won a number of "national inspection free products", "China's footwear export base key enterprises", "China's leather industry key enterprises", "provincial-level enterprise technology center" and many other honors.