Shoe Industry'S Soft Landing Or Brakes?

Editor's note: government policy urges the shoe industry to make adjustments, but this "one size fits all" approach has caused too much damage to industry enterprises. The shoe industry is facing not a "soft landing" but a "brakes".

Macro control footwear industry develops brakes

Government policy urges the shoe industry to make adjustments, but this "one size fits all" approach has caused too much damage to industry enterprises. The shoe industry is facing not a "soft landing" but a "brakes".

"From the perspective of the global economy, the crisis of us production and consumption last year affected the decline of the US consumer goods market, thereby affecting the decline of global stock prices and the depreciation of the US dollar.

As the United States is the largest importing and exporting country in the world, the development of the global manufacturing industry is bound to be affected, and the export of China's footwear industry has been greatly affected.

The vice chairman of Zhang Lin Xiao, chairman of Mu Lin Sen shoes, has analyzed the reasons why China's footwear industry has been in a predicament from a macro perspective.

This year, a series of policies on macroeconomic regulation and control, including the implementation of the new labor law and the tightening of the banking sector, have directly led to the increase in production costs of labor intensive enterprises, such as shoemaking industry, and the capital chain is in crisis.

For this series of macro-control policies for labor-intensive industries, Xu Jingnan, chairman of PEAK group, believes that the government is gradually controlling the scale of low value-added labor intensive industries. This regulation is necessary for the development of the industry, but for many shoe making enterprises, it is difficult to bear such a great pressure of survival.

Under such a policy, some industries and enterprises with pure processing and low added value will not survive.

It is good for government policies to urge the footwear industry to make adjustments, but such a "one size fits all" approach has caused too much harm to industry enterprises. The shoe industry is facing not a "soft landing" but a "brakes".

For example, the tight money in the state has made many small and medium sized shoe enterprises' liquidity difficult, and enterprises have been "set" in the market.

Many enterprises will be forced to shut down because they can not afford pressure.

From the current perspective, the development of the industry will be greatly affected by the policy.

Olympic Games business opportunity

The hosting of the Beijing Olympic Games is a great good for China's sporting goods industry. The Olympic Games will change the way of life of Chinese people to a large extent. Sports will play a more and more important role in the daily life of the people, and the market of sporting goods industry will also grow rapidly and rapidly.

The Olympic opportunity provides a new opportunity for the development of national sports goods brand.

In this regard, Lin Tianfu, chairman of the precious bird China Limited, believes that at present, the domestic sporting goods industry will gradually emerge strong brand enterprises to occupy most of the market. The Olympic Games is a great opportunity for the development of brand enterprises. Brand enterprises will make full use of the Olympic Games' golden opportunity, increase investment, and become stronger and bigger enterprises.

2008 is the Olympic year. People's enthusiasm for sports is rising with the approaching of the Olympic Games. The demand for sporting goods market will increase considerably.

Xiao Li Shan manager of Philharmonic sporting goods Co., Ltd. believes that every brand enterprise has been preparing for this year's Olympic sprint from last year or even the year before, but because all brand enterprises want to improve themselves through the Olympic Games, the domestic sporting goods brand market will be more intense.

Who can grasp the needs of consumers and let the brand culture go deep into the minds of consumers can occupy the commanding heights in the subsequent market competition.

Pacific footwear industry Chen Qingpu Vice Premier believes that the Olympic Games for sporting goods industry, mainly the stage of competition for big brand enterprises, the sales of small and medium-sized enterprises domestic market will also be affected by some positive effects.

But if enterprises really want to make their brand bigger by the Olympic Games, they must further invest in three aspects: capital, talent and market.

Pacific footwear industry has just been pferred to the domestic market for a long time, and the impact of Olympic Games on enterprises is not very large.

The Olympic feast can only be a game of strong industry.

Unlimited business opportunities after the Olympic Games

After the Olympic Games, China will gradually turn from the Olympic gold medal big country to the big sports country. The social sports will continue to spread, and the sporting goods market will have a bright future.

At present, the production capacity of the domestic sports shoe enterprises is calculated, and the sales volume of the 700 million pairs of the whole country is less than that of the domestic market.

In the future, with the continuous pursuit of sports and health, the market for sports goods will develop more and more.

Guo Hui, marketing director of mingle China Limited, said that in the enterprise's own development plan, enterprises will continue to accumulate strength in the next 08 years, laying the foundation for the market after the Olympics and preparing for the future development of the company.

At present, if an enterprise wants to occupy its place in the future market, its brand culture must be penetrated into the hearts of consumers.

In the competition of brand market, the degree of enterprise's input determines the strength of brand competitiveness to a large extent.

Do a good job of your brand culture, optimize the structure of terminal products, do a good job of terminal image, and create a pragmatic and efficient enterprise marketing team.

Business is based on stability.

This year's shoe industry, due to the overall macroeconomic regulation and control of the country, most entrepreneurs have indicated that the market development of enterprises is mainly based on stability.

This is the main goal of this year, which is to strengthen the brand image and terminal store image in the market and enhance the brand share in the market.

Enterprises will focus on the optimization of sales terminals, clean up inventory, clean up the funds, plan for the terminal, arrange the business plan of each single store scientifically, strive to improve the performance of single store, and refuse to expand blindly.

The general company will help the business terminals to make detailed financial budgets and unified planning and management.

In addition, enterprises have to make breakthroughs in market development, and the market for women's casual shoes is a major breakthrough.

This year, Mu Linsen bought and bought Shishi Hao Lian shoes and clothing company as a base for women's shoes of Mu Linsen. The production and operation of Mu Linsen shoes has greatly improved.

This year, in addition to the national macro regulation and control policy, the snow disaster nationwide last year has also made some unexpected changes in the market of enterprises.

The chairman of Yao Sheng, chairman of the shoe industry, said that due to heavy snow blocking roads and poor logistics, the inventory of most terminals was consumed by the market.

This situation also forces enterprises to adjust their original production plans, give priority to the sale of last year's stock in the market and maintain stable operation of enterprises.