Shoe Enterprises: Create Independent Brands To Promote Pformation And Upgrading

At present, Dongguan is vigorously promoting the pfer and upgrading of industries. As a labor-intensive and low value-added shoe-making industry, it is natural to bear the brunt.

How to upgrade the competitiveness of Dongguan footwear industry through pformation and upgrading has also become the focus of debate in the industry.

In this regard, Qi Yaochang, chairman of Dongguan Yisheng shoe industry Co., Ltd., through the promotion of its own brand "Chch", made a strong response to the pformation of shoe enterprises.

"As foreign and domestic demand for products is getting higher and higher, many shoe manufacturers who do not have the technical superiority and brand advantage will be eliminated by the market. Transformation and upgrading is the process of forcing shoe enterprises to evolve themselves."

Qi Yaochang's tone was firm.

As one of the leading enterprises in Dongguan's footwear industry, the silver shoes industry has produced nearly 800 thousand pairs of high-end women's leather shoes in recent years. Besides providing direct stores and franchised stores owned by Chch and other private brands, the products are exported to Italy, Spain, Germany, Japan, the United States, Russia, Hongkong and other countries and regions.

In 2006, the company won the award of "Guangdong leather shoes top ten" enterprise.

At present, the 73 enterprises of Yisheng shoe industry and Jin Hetian and Dongfang furniture have been listed as the most important units to support the pformation and upgrading of Houjie town.

Qi Yaochang said that as a typical representative of labor-intensive industries, the footwear industry faced multiple challenges in the past two years.

International anti dumping and raw materials rising; domestic labor contract law implementation, export tax rebate reduction and RMB appreciation and other factors have made many shoe enterprises face a new round of elimination. "No pformation will be pferred" has become a harsh reality that the industry must face.

But the company did not worry too much about it. As many years ago, when many colleagues were interested in processing foreign brands, Prof Yachang realized that although Yisheng had done well for other brands, its profits were considerable, but after all, this mode of operation was more dependent on customers, and processing production was not a long-term business.

Qi Yaochang said: "in terms of the current business scale of silver Sheng, there are no problems in opening ten production lines, but the fate of the enterprises is in the hands of others if they are processed blindly. Only when they have the ability to develop and innovate and their own brands, can enterprises not be controlled by others.

Because brands, tastes and corporate culture can not be plagiarized, this is the most important soft power of enterprises.

Of course, brand development is a relatively long process. "

Not long ago, the board of directors of the company made a strategic decision to upgrade and pform the original two factories into one, gradually reducing the share of processing and production, and increasing investment in technological innovation and brand promotion.

Qi Yaochang analysis pointed out that many of the shoe companies that are currently closing down in Dongguan are factories that only engage in low value-added processing businesses. When labor costs rise or the order source is insufficient, they will immediately face the test of life and death.

As we all know, the number of shoe factories in Dongguan is much larger than that in the United States. And because of the subprime crisis, the economy is weak and consumer demand is not strong enough, orders are falling sharply.

Prof Yao Chang said that the footwear industry as a labor-intensive industry, upgrading the pformation of the most important aspect is to improve the quality of employees.

Although it takes a lot of money and energy to develop the overall quality of employees, the problem of frequent turnover of employees will be faced after training.

He said that after the labor pains of the Pearl River Delta, the boss no longer occupies the absolute leading position in the employment relationship.

Faced with this situation, Yisheng has continuously increased pre vocational training for workers so that they can master the necessary skills.

At the same time, we should focus on training them with a steady and steady working mentality.

According to the briefing, not long ago, the company also invested 180 thousand yuan to manage and train senior and senior managers, and strive to improve their management and execution capabilities.

Not long ago, Li Huiqin, Secretary of the Town Committee of Houjie Town, made a speech at the mobilization meeting for the pilot work of industrial restructuring and pformation and upgrading in the whole town, which clearly pointed out that electronic Electromechanical, shoes and furniture will serve as the three pillar industries of Houjie.

Yisheng company is making full use of resources in the special period of Dongguan's industrial upgrading and adjustment, and constantly adjusts its new strategy according to the market situation.

Qi Yaochang revealed that from the perspective of current policy orientation, the government departments concerned will adopt more supportive policies for high-tech enterprises and high value-added industries in the future.

Take shoemaking enterprises as an example, in the future, many shoe companies will leave their headquarters in Houjie, and move part of their production and processing business to the outside world.

He hoped that the government and relevant departments could provide some support and guidance policies to help shoe enterprises to successfully pform their powerful shoe enterprises.

For example, because the government implements different tax and support policies for domestic and foreign enterprises, the cost of manufacturing the same pair of shoes is relatively high.

He hoped that the government could treat foreign enterprises and private enterprises alike.

"If there is the same policy support, I firmly believe that the competitiveness of private enterprises will not be worse than that of foreign-funded enterprises."

Qi Yaochang confidently said.