Behind The Good Export Of Putian Shoes

Putian is known as the "shoe city of China" and is one of the three largest shoemaking bases in Fujian province. The annual export footwear accounts for about 30% of the total export footwear of Fujian. This year, Putian footwear exports to the good signs continue to show, the first five months of export 27026 batches, 160 million pairs, the value of $690 million 709 thousand, an increase of 22.8%, 22.4% and 21.8%, respectively. However, it is worth noting that behind the rebound of footwear exports in Putian, there are multiple constraints, and the export situation is not optimistic.

The positive changes in footwear exports are mainly due to the following reasons:

High quality footwear products have reduced intermediate links and improved sales profits; by introducing advanced equipment, adopting new technologies, new processes and new materials, the enterprise's independent research and development capabilities have been greatly improved, and the technological content and added value of the products have been promoted. By means of cooperation with famous brands at home and abroad, enterprises have rapidly absorbed their first-class shoemaking technology and research and development ideas, enhanced their own absorption, transformation and re creation ability, and built up a new round of competitive advantages. In addition, they have benefited from the pulling force of the combination of domestic and export brands, and the order of enterprises has not been reduced. Private enterprises continue to grow and grow, changing from "home to order" to "door-to-door order", and have been promoted to exhibitions at home and abroad. enterprise The export time has virtually increased the export competitiveness of our products.

At the same time, the four important factors restricting the development of footwear industry are: the slow recovery of demand in the international market. The unemployment rate of the United States and the European Union continued to remain at around 10%, especially the European debt crisis triggered by the Greek debt crisis, and to a certain extent, it became the euro crisis. The depreciation of the euro increased the procurement cost of European customers, so the customers became very cautious when ordering, thus directly affecting the number of orders. Trade protectionism is on the rise. Following the European Union, Canada, Brazil and Argentina have implemented anti-dumping duties on Chinese footwear. The technical trade measures of azobenzene, phthalic acid two formic acid and REACH high attention substances in shoemaking fabrics have become the main obstacles for footwear exports to Europe and the United States. Production costs increase, squeezing profit margins, resulting in order transfer. Due to the combined effects of rising labor costs, rising raw material prices and RMB appreciation, the cost of shoe enterprises has risen sharply. It is understood that the cost of labor in Putian, the average purchasing cost of raw materials and the appreciation of the euro this year are all factors. enterprise The average cost rose by about 30%, and the profits of the company shrank sharply. In order to reduce procurement costs, some European customers transfer some orders to countries with lower manufacturing costs, such as India and Vietnam. Labor shortage and appreciation of RMB have brought great pressure to enterprises. At present, shoe companies are more or less short of jobs. Some enterprises are forced to stop part of the assembly line so that production can not be carried out at full capacity. Some export enterprises have delayed delivery of orders, and new orders are afraid to take over. In addition, the appreciation of the Renminbi for the traditional export shoes with lower added value is like a burden which is increasingly heavier. The meager profits of the enterprises are gradually being devoured, which makes the enterprises dare not receive long-term orders and long-term orders, thus affecting the enthusiasm of enterprises to undertake orders.

To this end, the industry has asked for five countermeasures: actively strive to settle in Renminbi, or diversify the risk through various currencies, and make a settlement of the passive choice of the euro. enterprise We can find a high point in the euro "price reduction" trend to lock forward exchange rate and reduce exchange rate risk as far as possible. Enterprises should strengthen the collection of all kinds of technical trade measures information, strengthen the quality and safety control system, strengthen scientific research and development and collaboration, seek safety substitutes for prohibited substances, and improve the technological level and environmental quality of products. We should speed up product upgrading, continuously increase the added value of products, create independent brand, change the development mode of inadequate innovation and low price bidding, and fundamentally lift the anti-dumping crisis. Stick to the European and American markets. Although the exchange rate risk caused by the depreciation of the US dollar and the euro and the appreciation of the renminbi is large, we must not give up exports to the European and American markets. We should take more short orders to avoid the loss of customers. By introducing professional talents and advanced production equipment, we can improve production and management efficiency, reduce manpower and material costs, reduce production costs, and strive to create a good employment environment, improve labor skills, and ensure product quality stability.