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Guangdong Leather Leather Industry Suffers From "Cold Wave" Invasion

2009/4/10 0:00:00 27

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About 65% of China's leather goods come from Guangdong.

According to incomplete statistics, there are more than 1 leather goods manufacturers in Guangzhou and more small factories.

In the peak period of production and marketing, there are nearly 3 leather goods manufacturers in Guangzhou.

More than 90% of these leather enterprises are small and medium-sized enterprises.

It is understood that leather goods industry has established a common understanding that small businesses refer to enterprises with a scale of about 50 people, and that 100-500 people are medium-sized enterprises.

As far as production mode is concerned, small and medium-sized leather goods enterprises basically use "front shop and back factory": enterprises display their products stalls under the rented city of leather goods, if customers look at them and place orders, they will be handed over to factory production; if orders are too large, they can not be produced at home, then they can be pferred to factories close to their relatives and friends.

It is understood that before the financial tsunami, more than 80% of the orders from Guangzhou's leather core business district, Catalan Yuan Gang and surrounding small and medium-sized manufacturers, came from the OEM processing of foreign businessmen, and the order of foreign businessmen became the lifeline of Zi Yuan Gang leather goods business circle.

Starting from the second half of 2007, the rise of raw materials, the cancellation of export tax rebates, and the change in the RMB exchange rate have made a number of small and medium-sized leather goods enterprises with weak risk appetite crumbling. The subsequent financial tsunami caused a sharp decline in export volume, which has become the last straw to overtake these manufacturers.

"Exports are 60% to 70% less than in previous years.

At present, European and American manufacturers do not pick up the goods even if they have placed an order for the deposit, while some manufacturers have ordered but delayed delivery, while foreign businessmen are optimistic about our products, but they are late.

Talking about the export of leather products now, Wu Liang Zhong, general manager of Guangzhou leather goods business association and general manager of Bao Peng leather goods (clothing) Co., shook his head. "Anyway, the export of leather goods is not good this year.

It is estimated that the turnover of leather goods this year will be much less than in previous years.

Shutting down and closing business around the company further strengthened Wu Liang Zhong's anticipation of the market of leather goods this year. After the new year's Eve, only 50 leather factories closed twenty or thirty.

Xu Lisheng, President of the Guangzhou leather goods business association, said: "in fact, the Guangzhou leather goods industry and factories went bankrupt in batches as early as the first half of 2008.

At that time, 10% of small factories went bankrupt.

Now, the export and domestic sales of the leather industry are all doing. Of course, the export volume is much less than before, and the small factories are closing down more, even if they fail to go bankrupt.

Only about 40% of the medium-sized leather goods factories with a scale of more than 100 people make money, and 60% do not earn or lose money.

At present, Zi Yuan Gang leather business circle is depressed.

March 4, 2009 - 9, several times when reporters went deep into zyuan Yuan Gang's leather goods mall, they saw that the scene of the crowded market in the past market was gone, instead of sparse people.

The cold winter of small and medium-sized leather goods enterprises is coming.

進退失據的窘境

Export sales have been blocked and domestic sales have become the only choice for many export leather manufacturers.

However, in the pition to domestic sales, these manufacturers have to face the obstacles of customer decentralization, high inventory pressure, and the return of domestic market and serious pressure.

更為嚴峻的是，由于國內皮具廠商長期忽視品牌培育，目前國內的中高檔皮具市場已經被國外品牌占據。內銷，對大多數皮具廠家而言，注定是一次交織著恐懼的轉折。

As we all know, after decades of rapid development, leather products are very rich, and some of them are even oversupplied.

In the domestic market, people's demand for leather goods has been shifted from paying attention to using value and pursuing low price to paying attention to the grade and quality of products, pursuing fashion and individuation, and increasing brand awareness of consumers.

In the process of qualitative change of public consumption behavior, most enterprises in the leather industry in Guangdong did not adjust their business strategy in time. The awareness of creating their own brands was not strong. More attention was paid to short-term and partial interests. They did not want to invest too much in cultivating their own brands, and did not form a group of famous brands widely recognized by the public. Some well-known domestic brands also failed to pay attention to consolidating their maintenance, and the brand image began to rise and fall.

On the contrary, because of the great attraction of the Chinese market, some foreign brands or foreign brands registered abroad have entered the country, occupying the vast majority of the market share of leather products in China.

In Guangzhou's Tianhe, Guang Bai Department stores and friendship stores, more than 90% of the top grade leather products are foreign brands.

The smooth sailing of leather processing industry is the main reason why Guangdong leather products do not have their own world brands.

As Guangdong is the frontier of reform and opening up, its unique geographical location and economic system have made a group of leather goods market represented by Guangzhou Zi Yuan Gang rapidly become the largest leather production base and sales center in the whole country and the world.

1992 - 1997 is the most beautiful years of leather industry in Guangdong. In Guangzhou Sanyuanli, Tang Xi, Tangxia, Xinshi, Huadu Shiling, large and small leather processing enterprises and wholesale companies have created countless colorful products and brilliant history.

Under such circumstances, leather goods manufacturers in Guangdong have no time to devote their energies to managing their own brands. They are not strong enough to publicize their brands.

In addition, many leather enterprises in Guangdong started from three to one patch, accustomed to sample processing and OEM production mode. They did not want Fei Gongfu to open up the market and cultivate their own brands. Many enterprises were small in scale, aging in equipment, lack of talent, and lack of independent development capability.

The immediate consequences of pursuing immediate profits and belittle brand building are finally apparent: export sales are down and domestic sales are blocked, and leather goods in Guangdong are in a dilemma.

突圍，從品牌開始

In February 19, 2009, the standing meeting of the State Council considered and adopted the planning of the revitalization of light industry in principle. The ten major industries, such as leather, were listed as the focus of the revitalization of light industry.

Planning requirements, by 2010, light industry key industries structural adjustment and industrial upgrading achieved remarkable results.

According to the reporter's observation, domestic enterprises, especially those that are fashionable and brand oriented, are significantly less affected by the financial turmoil than those of the export enterprises. In the export enterprises, the impact of the high-end road enterprises is significantly smaller than that of the low-end enterprises.

這給皮具行業一個啟示：要真正實現振興，就必須對舊的發展模式進行徹底革命，拿出變革的信心和勇氣來做自己的知名品牌！“做品牌，賺錢要做，虧本也要做。”武亮鐘這樣描述自己的經營理念。作為廣東最早涉足皮具行業的企業之一，廣州寶鵬皮件（服飾）有限公司早在1996年就擁有了“浪臣”等知名品牌。

At present, the realization of brand value, like Wu Liangzhong, is committed to build its own brand of leather goods manufacturers, has begun to increase in Guangdong.

Make the start of the external brand, start the brand, start the domestic market, do the domestic wholesale hope to change the way of doing business to do monopoly.

In the Huadu City of Guangzhou, the government of Shiling Town Committee recently implemented a "one village one brand" project to encourage all village enterprises to use unified trademarks.

The three collective trademarks of "Bao Bao", "Qun Da" and "Bai Ge" have been registered successfully, and three "regional brand trademark" management standards have been formulated and signed with four pilot enterprises.

We should gradually standardize the operation and production management of Shiling leather leather enterprises through regional brands, cultivate a number of influential leather brands, and cultivate and form a team of leather leather industry talents with modern management theory and practical experience.

On how to build a brand correctly, Xu Lisheng believes that we should give full play to the role of the leather goods industry association, formulate a more practical strategic plan, select several brands that are currently doing well to do the pilot projects, and provide support and assistance in resources, manpower, material resources and publicity. We will unify the industry objectives, coordinate, and develop together. Secondly, we should carry out the whole brand management strategy within the leather and leather businesses. The company should be responsible for the brand from top to bottom, so that the interests of every employee are closely related to the brand and have a sense of identity for the brand.

To carry out the whole brand education, brand education is, to some extent, also a re publicity of corporate culture, permeating the brand values into the whole company. The third is to attach importance to consumer value, especially in brand communication.

The fourth is to have innovative consciousness.

The fifth is to set up training courses and technical training courses for leather and leather professional managers, train professional managers and employees, and spend money on training.

Xu Lisheng believes that the leather industry still belongs to the labor-intensive industry mainly based on manual labor. Although there are difficulties at present, the initiative is always in the hands of the Chinese people and depends on what we do next.

皮具產業期盼整體提升

廣州皮具商會提供的資料顯示，中國每年加工輕革達5億多平方米，居世界首位。皮具產品的出口額連續6年居輕工行業第一位，中國正日益成為國際品牌皮具的加工生產基地，生產工藝已完全達到國際先進水平。但是，綜合記者了解到的情況顯示，由于廣東乃至中國大陸自己的皮具在品牌培育、市場管理、產品設計、品質監控等方面與世界先進國家存在較大差距，制約了皮具品牌的成長。廣東皮具業急需從以下方面著手，提升行業素質。

Standardize market order and strictly control disorderly competition.

At present, China's market is not yet standardized, and the scope and intensity of trademark infringement are not enough. Besides, some consumers' consumption psychology is not mature enough. They want to satisfy the psychology of wearing famous brand, and also covet low price. This provides survival conditions for fake and shoddy products.

In some leather city and wholesale market, counterfeit goods are more frequent and banned.

In the international market, market competition is fierce.