Zhejiang Shoe Enterprises: Take Advantage Of The Olympic Opportunity To Achieve Qualitative Leap

At various ceremonies at the Olympics, etiquette ladies often stand for hours, but they do not feel that their feet are as tired as they used to be.

This is due to the technological innovation of the shoe manufacturer AOKANG shoe technology research institute.

Experts say AOKANG Olympic ceremonial shoes are made of special soft materials.

The soles are provided with a shock proof, clean, safety fastener device groove, hollow inside, filled with nano antibacterial and air purifying synthetic charcoal bags, not only to ensure that shoes are dry, comfortable and clean for a long time, but also to relieve the fatigue caused by the long standing manners of etiquette ladies.

As a supplier of leather products for the Beijing Olympic Games, AOKANG group is striving for excellence in quality, adhering to the Olympic spirit of "higher, faster and stronger".

The design of AOKANG shoes fully embodies the concept of green, technology and humanities advocated by the Beijing Olympic Games. The non-toxic glue is used in leather processing and production. The newly developed nano technology is used to protect the foot pH, inhibit the growth of bacteria, and enhance the comfort and health of products, so as to relieve fatigue.

"Behind the special shoes designed for the Olympic Games," is the Olympic dream of many Wenzhou shoe companies in brand cultivation and quality improvement.

AOKANG's Olympic road is a microcosm of Wenzhou's leather shoes industry, which has been striving for excellence and surpassing itself in recent years.

Wu Yixin, director of Wenzhou Quality Supervision Bureau, told reporters that the Wenzhou municipal government began to promote the quality improvement action in the leather shoes industry in 2006, enabling the industry to pform from quantity expansion to excellence development in 3 years.

Data show that since the implementation of quality strategy in Wenzhou in 1994, the leather shoes industry in Wenzhou has entered a period of healthy and rapid development, and has achieved the golden signboard of "Wenzhou China Shoes Capital".

By the end of 2005, Wenzhou leather shoes accounted for more than 1/3 of the domestic market. Half of China's brand-name products and national exemption products in China's leather shoes industry were in Wenzhou.

In 2006, Wenzhou Quality Supervision Bureau believed that the time for developing brand cultivation and quality improvement has been ripe. After investigating the quality information of 1354 leather shoes enterprises, the Bureau will, in conjunction with relevant functional departments and associations, divide enterprises into three categories: A, B and C according to the production scale, product quality, quality assurance, standard management, enterprise development and so on. According to the media's publicity, it puts forward the strategy of category a brand enterprises pursuing excellence, B enterprises rely on famous brand to drive and improve quality management level, and C enterprises strengthen supervision and technical support to guarantee the quality stability strategy, so as to enhance the whole leather shoes grade of Wenzhou.

The concept of excellent performance has stimulated the innovation of leather shoes industry in Wenzhou.

Enterprises have taken the way of going out and coming in to take a big step in technological innovation, marketing innovation and brand promotion.

AOKANG Group invested about 3000000 yuan, and joined the Zhejiang University to complete the key technology innovation project with independent intellectual property rights - foot type measuring instrument, leading domestic footwear consumption into a new era of personalized customization.

In 2007, AOKANG group declared as many as 50 patents.

Red Dragonfly set up a R & D center in Milan, Italy, to learn how Italians treat shoes as artworks, and cooperate with Belgian Ace to pplant sports technology into leather shoes, and develop a high-end sports leather shoes, not only fashionable, but also "shockproof, cushioning and energy saving". A pair of shoes can be worn from the office to disco and stadium.

In marketing, red dragonfly launched the new marketing mode of GT (integrated) concept store, quietly starting its "challenge top brand tour".

Kangnai group has set up a network technology institute to enable workers to master modern shoemaking and R & D technologies, and join hands with Jixin group to build the first overseas Industrial Development Zone in Russia, the Far East Concord Industrial Park, attracting a number of Wenzhou shoe companies to join.

Augustus footwear industry and Japan's third largest footwear importer HUSKY company jointly develop antibacterial shoes.

Kazakhstan shoe industry focuses on the African market, where 3 factories and 8 subsidiaries have been set up, making it the largest shoe manufacturer in West Africa.

Spider king group and Italy Jingtai international cooperation, focusing on production safety series shoes.

The development of nano functional air conditioning shoes by jelda has attracted a large number of businessmen, and each pair of shoes sells for $30~80 at the American shoe show.

In order to provide effective support for enterprises, Wenzhou Municipal Bureau has invested nearly 10000 yuan in quality support funds, and has organized large-scale quality training for B and C enterprises to further strengthen the quality and brand awareness of these two kinds of enterprises.

Ruian launched the "100 day action" in the industry inspection mechanism, while Pingyang County refined the decomposition of the engineering task.

The massive project of quality improvement has brought about the effect of "braid rice and see rice".

According to a statistics from Wenzhou Footwear Association, Wenzhou shoe enterprises have been reduced from more than 3000 to 1354. In the first half of this year, the whole industry maintained a growth trend, the added value of export products increased continuously, the growth rate of exports to the United States was still over 25%, and the price of shoes exported to the EU increased by 17%.

According to the statistics of Wenzhou inspection and Quarantine Bureau, the average unit price of Wenzhou shoes exported this year increased by 15% over the previous year, which is 50 percentage points higher than the national average.