Analysis Of 08 Chinese Shoe Enterprises Overseas Market Development
With the global financial crisis The spread of Chinese manufacturing industry is unprecedented. cold wave " Act as Export of shoes Big country, in 2008, many shoe enterprises in China have to face the pressure of RMB appreciation, labor cost rising, raw material price rising and so on. EU anti-dumping Sunset review and other challenges in the international trade environment. Internal and external troubles have made this remarkable industry, which has maintained its two digit annual growth rate for more than 20 years, has been in a difficult situation.
According to 4~7, China Chamber of Commerce for import and export of light industrial arts and crafts in Dongguan, Wenzhou, Quanzhou and so on shoes When studying the industrial base, not only did some small shoe enterprises stop production and go bankrupt, but some strong enterprises also had to resolve their risks through changing production methods.
Exit Enterprise pition For the domestic market market
This year, global Economic crisis As a result, the international consumer market has shrunk dramatically, and footwear exports from Europe and the United States as the main source of orders have been significantly affected. Traditional footwear companies with low technological content and smaller scale enterprises are less able to resist market volatility and are gradually eliminated.
溫州市鞋革行業協會在“2008年第二季度鞋革行業經濟運行情況分析報告”中稱，隨著各種壓力的上升，轉產、倒閉的企業有進一步加劇的趨勢，截至8月底，溫州已有近150家鞋企被迫關閉。據了解，溫州制鞋企業數已從2003年的5000多家縮減到如今的2600家。在外銷市場受到較大沖擊的情況下，國內眾多以出口為主的鞋企將目光描向了內銷市場，特別是近期國家一系列拉動內需政策，讓鞋企看到了希望。
financial crisis Since then, AOKANG, Kangnai and giant shoe companies in Wenzhou have adjusted their market strategy to further expand domestic market around domestic demand. AOKANG continues to optimize thousands of independent stores and stores, and officially launched the AOKANG online shopping mall in August. According to the company's estimate, the annual sales volume of the online store can reach 4 million yuan, which is equivalent to a year's sales of a very good franchised store, and its profit is at least 3 times more than that of a physical store.
Foreign trade knows that Chengdu shoes are good, but Chengdu brand shoes are rarely seen in the domestic market. According to the person in charge of the western shoes city, there are more than 1700 shoemaking enterprises in Wuhou District at the core of Chengdu. But for a long time, most of the enterprises have been focusing on export sales and domestic sales, laying emphasis on OEM and creating brands. Faced with the increasingly severe situation of the export market this year, the Chengdu Economic Commission began to guide enterprises to fully accelerate the pace of local shoe enterprises entering the domestic market. Under the premise of quality assurance for export market, Chengdu footwear industry has learned lessons from the past single soldier operations, and is making industrial clusters to open up domestic sales channels.
It is understood that, in order to help Chengdu shoes open the door to domestic sales, Wuhou District is planning to build a 100 thousand square meter "Chengdu shoes direct selling mall" in the industrial park of China's women's shoes capital, and plans to open in April next year. At present, the top 20 enterprises of Chengdu scale have already signed up through the examination and approval.
The shoemaking industry in Fujian is full of tripartite confrontation with Guangdong and Zhejiang. The biggest impact of the global financial crisis on Quanzhou's export shoe enterprises is the reduction of foreign trade orders. At present, many export oriented enterprises in Quanzhou are returning to the domestic market from foreign markets. A shoe manufacturer in Quanzhou said that although this year's export orders have been reduced by about half compared with the previous years, this is not a bad thing, but rather a good thing.
The reason is, "we can finally make room for our domestic market." Take Baofeng shoe industry in Quanzhou as an example, the company started opening stores in Fujian province two years ago and opened counters in supermarkets. In the second half of this year, Baofeng shoes industry has entered the terminal outlets in Shanghai, Guangzhou, Shandong and Anhui.
Responding to EU's active expansion overseas market
In October this year, the European Commission announced the "sunset review" of anti-dumping measures against leather shoes in China and Vietnam. This means that the EU's anti-dumping duties on leather shoes and children's shoes imported from China for 16.5% years in 2006 will be extended for another 12 to 15 months. This news is adding insult to injury to the Chinese shoe industry, which is already in the "cold current".
Faced with the EU's anti-dumping stick, China's shoe companies have not withdrawn, but have been actively preparing for action. The Ministry of Commerce, the Fair Trade Bureau, the Zhejiang provincial foreign trade and Economic Cooperation Department, the China Light Industry Arts and crafts import and Export Chamber of Commerce, the China Leather Association, and the three shoe industry organizations in Fujian, Zhejiang and Guangdong, have rushed to the shoe production base to review the EU's anti-dumping review on Chinese leather shoes and hold a meeting to mobilize shoe enterprises to take the initiative to deal with the review.
Zhejiang AOKANG, Fujian Jian Yue and Yuyuan industries in Guangdong, Panyu Chuangxin shoes industry, Huajian, Tong Jia shoes industry, and Foshan Nanhai Jin shoe 7 shoe enterprises began to receive the EU anti-dumping investigation form at the end of 10, and on behalf of the whole Chinese shoe industry, they set foot in the process of preparing written defense procedures for responding. At present, 7 home buyers have already submitted the anti-dumping sunset review questionnaire to the European Commission.
While responding to EU anti-dumping, Chinese shoe companies did not slow down the pace of diversification to expand the international market. Especially from December 1st, the export rebate rate of shoes increased from 11% to 13%, which greatly encouraged the difficult export shoe enterprises and increased the confidence of enterprises to "go out" and expand the market.
據了解，以前浙江鞋出口主要銷往歐美和日本，目前已擴大到俄羅斯、西班牙和中東等新興市場。專家表示，隨著國際上貿易壁壘的不斷提升以及健康、環保標準越來越高，中國鞋企應該把更多精力放在提高產品附加值和培育自主品牌上。
Only by developing new materials for shoes making, pforming the traditional shoemaking process, and upgrading the export of Chinese shoes to quality, can we enhance the core competitiveness of enterprises. Editor: vivi
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