Chinese Shoe Enterprises Strive To Move Forward; Both Ends Of "Smile Curve"

The so-called“ Smile curve ”It means that in today's world's industrial chain, the value-added curve of R&D, production and circulation links presents the form of "high at both ends, low in the middle". In the "smile curve", one end is R&D and design, the other end is sales and service, and the middle is processing and production. Similarly, the "smile curve" is called the lifeline of enterprise development by the shoe industry.

As we all know, with the increasingly fierce competition in the shoe industry, especially under the impact of the new international rules, overcapacity, homogenization competition, lack of technology and other shortcomings have been exposed. Many foreign trade shoe enterprises have transformed to seek change. In recent years, Chinese shoe enterprises have been actively exploring domestic and foreign markets, while making efforts to develop new products, constantly making efforts in technology research and development and brand operation, firmly occupying both ends of the "smile curve", so that they have always maintained a steady development trend. A few days ago, another gratifying news came out that the shoe company Aokang formally filed an appeal against the anti-dumping case against leather shoes to the EU Supreme Court, which marked the dawn of Chinese shoe companies at the top of the "smile curve".

Through investigation, it is found that the rise of China's shoe industry has shaken the monopoly position of EU countries. Some European countries have formed alliances and launched various barrier actions to restrict China's shoe industry from entering the European market in the name of protecting their own shoe industry and maintaining prices. This restriction has lasted for nearly 15 years. For Chinese shoe enterprises, it has caused a huge impact in terms of time and energy, even to an intolerable extent. This time, Aokang took the lead in launching an appeal against the EU ruling. In addition to seeking justice, the biggest purpose is to prove to the world that the technological content of Chinese shoes has reached the international level.

It is worth mentioning that in recent years, with the introduction of new international standards, Chinese shoe enterprises not only did not show fear, but also focused on building“ Smile curve ”O(jiān)ur castle. We have made greater efforts in product research and development, leading the new trend of product replacement in the industry with strong scientific and technological strength and continuous technological innovation. In addition, it also optimized the configuration structure and efficiency of shoemaking equipment, improved the independent innovative design elements in products, and established a stable growth sales channel, including understanding the overall planning of various types of retailers, wholesalers and stores engaged in physical distribution, realizing the extension from a single channel advantage to a diversified channel.

We all know that China has rich resources, perfect industrial chain, huge processing capacity, sound sales and market, etc. All these comprehensive advantages that contribute to the sustainable development of the industry still exist. It is conceivable that the upgrading of the shoe industry is not so difficult at present. In addition, the prospect of the international market is broad, the overall foreign economy has shown a good trend, the purchasing power of residents has begun to recover, and the upgrading of consumption has promoted the growth of retail sales in the shoe industry, which also helps to promote the export of the shoe industry.

Draw“ Smile curve ”It has become the goal pursued by Chinese shoe enterprises. Therefore, Chinese shoe enterprises should actively enhance the added value of their brands and make their brand image stand tall in the international market. We have reason to believe that Chinese shoe enterprises can gain unanimous recognition in the international market by virtue of their indomitable transformation, set sail in the vast international market, and are bound to get both ends of the "smile curve".