Canton Fair "Economic Pformation" Triggered A Heated Pformation Of Shoe Enterprises

Compared with the noisy world which has been intoxicated by the voice of economic recovery, Dongguan, once known as "made in China", has become a hot topic during the 107th Canton Fair.

Look back, in 2008, the global financial tsunami surged in 2008, due to the sharp decline in overseas orders, the small profits of traditional manufacturing industry, frequent outgoing business failures, the boss's flight, and the news of industrial workers' debt for the news of the Dongguan, the "China made" also fell in the tsunami.

Dongguan has been leading the growth of China's GDP for many years; China has been leading the world's economic growth; Dongguan in pition is the epitome of China's pformation.

So what will Dongguan do in two years?

What changes are taking place in Dongguan?

In this way, the "global finance" reporter visited Dongguan for the three time in order to find relevant answers.

 　　   東莞“鞋”印

Dongguan's famous town Houjie, northeast of Dongguan, and Humen port of the south, is located in the middle section of Guangzhou port economic corridor. For a long time, it has been the center of Dongguan manufacturing center. It has the name of "exhibition town", "furniture capital" and "shoe industry town".

At 9 a.m. on February 28, 2010, the bus took off from Shenzhen's Futian Automobile (19.56, -0.55, -2.73%) station and arrived at Houjie station at 11:30.

Just outside the station, a group of recruiters rushed up with enthusiasm. They quickly pushed the recruitment leaflet to the reporter.

Walking out of the encircling ring, on the streets of Houjie, there are many simple advertisement boards for making big red paper on boards.

In Houjie Bai Hao industrial area, after visiting, it is found that there is hardly any enterprise without people. Compared to Dongguan street, in factories, all the main roads with large traffic volume are all crowded with factory recruitment booths, but in sharp contrast, there are few pedestrians in the streets.

Xu Huajiang, general manager of Jida Footwear Co., Ltd., a female shoe export company, said that the company's orders have rebounded markedly, and orders for more than 150 thousand orders have increased by nearly 1 times compared with the same period last year, and the total amount of orders has exceeded that before the financial crisis.

"The order is now in May, and the order is at most until March."

Xu Huajiang said.

Xu Rongmu, general manager of Huacheng shoemaking company, said that Huacheng shoe industry had always been mainly domestic sales. As the company began to receive many export orders in the second half of 2009, he decided to open a factory to produce export products.

Due to the increase of factory orders in Houjie, the demand for labor force is increasing, and all factories in the thick Street are recruiting people.

According to MINI's Chinese business confidence survey, the demand index for employees increased from 53.8 in January to 61.3 in the month, which was also the peak of the survey in 5 years.

  　　  企業家之思

However, the recovery of export orders and the shortage of industrial workers are not the full picture of Dongguan's industrial recovery.

In March 19th, global financial reporter walked into Huajian group, China's largest female shoe manufacturer.

Just as the Huajian group has come out next to the rhythmic "Da Da" sound production workshop, more than 300 shoe industry executives gathered together to explore another topic beyond the recovery industry pformation.

On the afternoon of that afternoon, as chairman of Zhang Huarong, chairman of Huajian group, at the fortified forum of "pformation and upgrading of Dongguan's processing trade" held by Huajian group as a host, he gave a lecture to all the business executives at the very beginning.

Zhang Huarong made a comparison between Anta sporting goods company (2020, HK) and Dongguan shoe industry.

He said that Anta started to do the domestic market in 1999, which is very remarkable. Anta has its own manufacturing and sales, procurement, and has its own brand. Its market value is 32 billion in Hongkong.

And our scale effect depends on controlling costs and cheap labor.

"Do we adjust our thinking on development strategy and do we do brand?

To tell you the truth, I am full of bags. "

Zhang Huarong said.

Before that, Zhang Huarong was interviewed by the global financial magazine and other media. He was asked how to face the RMB exchange rate appreciation, anti-dumping and the shortage of industrial workers. Zhang said that from the shoe industry, he thought it was more important to practice internal strength, though there were some unfavorable external factors, but there were various measures to deal with the experience accumulated over the years.

According to China's vast domestic market and the fact that China is a large labor force, Zhang Huarong believes that in the next 20 to 50 years, Chinese shoes will still have a very good competitiveness, but it will depend on high quality and fast service of high-end products.

"In the course of enterprise development, team building is a long road. Over the past 20 years, with today's market structure, we want to follow the new model of others to enter the market, so we can't even climb. How can we compete with others?

We need to find a new model to enter the market.

After comparing the strategic development models of Anta, BELLE shoes and Bao Yuan shoes, Zhang Huarong said.

    　　轉型——鞋企的作為

Internally, the market has an established market structure, foreign markets have anti-dumping, and the uncertainty of RMB appreciation and the rising cost of industrial workers, how to rely on cheap labor and control cost foundry, and occupy 75% of the global footwear market share of the Dongguan shoe industry?

This step is on thick street.

Zhang Huarong and Hongkong Bao Wei Group and other enterprises, with a total investment of 4 billion, is building the world's shoe manufacturing base in Houjie Town eco industrial park, Asia and even the world's largest shoemaking base.

Lu Ruiquan, vice chairman of Huajian group, said that the world shoe industry headquarters base will serve as a service platform for future industrial upgrading. At the same time, it is also a platform for the world shoe industry to enter China.

It is expected that it will bring together 3000 global shoe companies, including 500 overseas shoe companies, 500 provincial shoe companies and 2000 Guangdong shoe companies.

"Just like the US Silicon Valley, the world's high-tech and IT are all in Silicon Valley. The new trend and new technologies of the shoe industry all over the world are in Dongguan and Houjie, and what they want is very helpful to Chinese industry."

Lu Ruiquan explained.

The Asian Footwear Association Secretary General LAN Xuan Pu thinks that Dongguan is doing this on the one hand because of the internal demand of the market. Dongguan has become the most important distributing center for the finished products such as shoes, leather, shoes, shoes and other related products, and has a complete supply chain for shoemaking. On the other hand, it is also an external need for upgrading Dongguan's footwear industry from manufacturing to circulation.

"Although Wenzhou and Fujian have opened up a good domestic market in recent years and established many domestic brands, the scale of footwear manufacturing is far from that of Dongguan. Dongguan is the world's shoe manufacturing center. As the footwear industry is highly concentrated, the development of the shoe industry's professional market is a spontaneous demand of the market."

Transformation must be steady and steady.

"The process takes time, we need to step by step, including design talents, etc., there is a combination to create the industry."

Compared with the industrial pformation that has long been heated debate, Lu Shui Quan said calmly.

In April 13th, because of the 107th Canton Fair, "global finance" reporter visited Dongguan for the third time.

Still in Dongguan thick street, both sides of the hotel have made welcome to participate in the Canton Fair guests banners, as a barometer of China's foreign trade, many hotel rooms have been booked 70%, no doubt, this is the continuous improvement of foreign trade performance.

At the same time, "expanding the intensity of domestic product sales" and "upgrading product quality" have almost become the standard answer to industrial upgrading.

In the light of history, industrial upgrading is not so easy.

It is evident from the pformation process of Japan after World War II.

After the Second World War, Japan, which emerged from the ruins, was forced to pform in the energy crisis in the 70s of last century. Since then, the development of labor intensive and resource intensive traditional manufacturing industries in Japanese manufacturing industry has slowed down and replaced by knowledge intensive industries.

The education system is far more complete than China's developed Japan until the early 1990s.

As a result, Ding Li, a researcher at the Guangdong Academy of Social Sciences, said in an interview with China business newspaper that the pformation of Dongguan must be steady and steady.

Ding Li quoted the failure of Latin American countries to pform, saying that they wanted to get rid of extensive and labor-intensive industries, but failed to get rid of them and thus fell into an awkward position.

"Some American scholars have said that there are two forms of wealth creation in the world, one is sweat type, the other is intelligence type. We have gone through sweat road and paid a huge price.

Now we need to turn to the intelligent road, and the core problem of intelligent wealth mode is independent innovation.

Ding Li said.