Wenling Shoe Enterprises Suffer From Double Test Of Ice And Fire

August 18th, when the shoe industry in many places is still behind. financial crisis During the struggle and recession of the time, Taizhou's Wenling The shoe industry has been flying against the wind.

According to statistics, from 1 to July this year, the scale enterprises in Wenling increased to 353, the output value was 5 billion 227 million yuan, an increase of 12.61% compared with the same period last year, the output value of footwear industry was 14 billion 600 million yuan, an increase of 14.3% over the same period last year, and the output of more than 700 million pairs increased by 30% compared with the same period last year; the export volume of foreign trade was nearly 500 million dollars, an increase of 25.1% over the same period last year.

In fact, behind this bright growth rate, the footwear industry in Wenling is experiencing the double test of ice and fire: the export situation is very good. For the domestic market Walking is extremely difficult.

Artistic quality and superior quality

Good export situation

The export situation is getting warmer and warmer, and the export shoes enterprises, which have been hard pressed by the financial turmoil, are finally keeping their eyes open. This year, Wenling shoe enterprises that can undertake foreign trade business are exceptions, and some orders have been discharged to November, with an average growth rate of over 15%.

What is the reason for the success of Wenling shoe enterprises this year? For export A good situation?

Taizhou's shoe industry is a medium-sized shoe manufacturer in Wenling. The output value in the first half of this year amounted to about 30000000 yuan, and the order production plan has been put into operation in September. The volume of orders in Eastern Europe has increased by 30%. The original production line has been far from meeting the current situation. In order to guarantee the quality and fulfill the order, the "standard" has also set up two factories, working overtime and fully producing the horsepower.

"After the financial crisis, the purchasing power of the global consumers decreased, and the demand for low price products increased. The shoes of Wenling were filling the low and medium shoe space in the international market with low price advantage. When the financial crisis happened, foreign investors panic clearing up, after more than a year of market digestion, the inventory difference is not much zero. When the economy is gradually improving, they start to replenish the goods in large quantities." General manager of Taizhou footwear industry, Xia Nian Zu, analyzed that in recent years, the footwear industry in Wenling has innovated the production technology and materials, and the overall quality has been upgraded. In the past, Dongguan, Jinjiang and other underground single largest international trading companies also quietly turned to Wenling.

His remarks were also confirmed by a number of CEOs, such as the Fu long long shoe industry. "Apart from different materials, shoes in Wenling are almost the same as those in Jinjiang shoes and Wenzhou shoes. Some customers say that some of our shoes are better than Anta's. He enumerated several examples; 800 yuan a barrel of environment-friendly water-borne glue was purchased from Taiwan; the shoe material was lifted from the original low peel strength to the middle peel; in order to increase the folding resistance and wear resistance of the sole, it also increased the wear-resistant agent. Now, the cost of each pair of shoes has increased by 1 to 2 yuan from the cost of materials.

The refinement of cold bonding process is also a reflection of the upgrading of shoes quality in Wenling. "The original shoe forming process requires only 10 processes, and now it is broken down to 15." Taizhou Eagle shoes industry boss Li Dinghai said. To ensure that every pair of finished products is perfect, the company has set up a quality management department to check every day and strictly check it.

"If the technology is not good and the quality is not high, we will not deliver it." Chen Rong, chairman of Zhejiang Rongshi industry, has a deep understanding. In 2003, Rongshi received Japan's first single product. Spot checks before the factory found that some products had a pair of shoe upper lattices. When Chen Rong was in the front of the staff, he picked up scissors and cut 17 pairs in one breath. This action made the whole factory staff tighten the warning line of product quality. From then on, the shoes of Rongshi company never happened again. "At present, the company operates well, not only for shoes, but also for making bags. Output value has reached about 60000000 yuan in the first half of this year. "

The data from Taizhou inspection and Quarantine Bureau also confirmed that the export situation of Wenling footwear industry is excellent. According to statistics, in the first half of this year, the export of Wenling footwear industry from the Middle East and the African market with the lowest price and the better price to the European, American, Korean and Japanese markets with high quality, including exports in central and South America, 35.8% in the United States, 29.6% in the United States and 13.8% in the European Union, and the average price of shoes increased from 2.91 yuan / double to 2.44 yuan / double. {page_break}

Blindly follow suit

Strangling the domestic market

Although the export situation of Wenling footwear industry is applauding well, the domestic market is disappointing. For example, some small factories that blindly follow the wind and rely on heaven for food.

The east of Wenling, the north of the city, and Hengfeng are the main producing areas of domestic shoes, and they are door-to-door for domestic sales. They are a barometer of Wenling's domestic market for shoes. In the past years, hustle and bustle of horses and horses were very few in the first half of this year.

"By mid June, the total sales volume of shoes is less than 20 thousand." The head of a small shoe factory in the north of the city said anxiously to the guide. Such worries can represent the state of mind of the vast majority of Wenling's domestic shoe companies.

It is understood that there are more than 6000 shoe enterprises in Wenling, and domestic shoe enterprises account for 60% of the total, and small factories account for more than 80%.

"Relying on the weather, following the wind and copying, low price competition is the fundamental point for them to base themselves on the market." Wenling shoe leather industry association secretary general said. For these enterprises, "because of the low technical content of shoes, only a small number of" heads up "make money. At the end of last year, the northern snowstorm made a lot of money for the production of cotton shoes and snow boots, but the follow suit manufacturers were in a dilemma of product hoarding.

In the first half of this year, this is the peak season for production and sales of net shoes and sandals. But the abnormal weather in three or four is a fatal blow to these small workshops. "This year, the weather is like roller coaster, taking off sandals and sandals. Completely disrupted the listing order of the original shoes, shoes enterprises at a loss, a lot of good shoes backlog warehouse, customers are in urgent need of too late to do.

Of course, some of the scale enterprises that have prepared for rainy days and brand operations are not only selling well, but also some enterprises are in short supply. Like the eastern city of fuderong, the eagle flying in the north of the city, the green apple in Wen's, the star in Hengfeng, the shoe industry in Ming Dynasty, and so on, they are the best ones.

"In the first half of this year, the output reached about 1800000 pairs, and the output value was 60 million yuan, up 20% over the same period last year." Li Dinghai, chief executive of the eagle footwear industry, attributed his achievements to the "quality and enterprise development". In the past few years, the eagle has made radical innovations, registered the "exclusive dragon" trademark, hired the TV drama "Lu Ding Ji", the small and medium Kangxi actor Shi Lei as the image spokesman, and increased the operation of the brand; "we also improve the internal management system, strengthen the quality supervision, enhance the independent development, develop more than 100 new products every year, and also store the image shop."

A pressing matter of the moment

Accelerate the transformation and upgrading of footwear industry

A man has no worries.

Yuan Wenxin, director of Wenling's shoe industry, pointed out at the same time: at present, the prosperity of Wenling shoe industry's foreign trade market is only temporary, and there are still many unstable factors behind it. "In the next two years, the inventory of foreign businesses will rise, and the purchasing power will drop. In addition, Wenling's export enterprises that are not competitive in the market will be faced with a difficult situation. As for the domestic market slump, the main reason is the lack of brand names, poor capability of independent research and development, and disorderly competition.

Wang Xiazeng, chairman of Taizhou Qijiang shoe industry, told reporters that the company mainly produces mid-range sports and leisure products and sells the market in the United States and Britain. This year's foreign trade orders have reached the end of the year. "At present, foreign trade orders are too late to do so, mainly because the workers are hard to recruit and the cost is rising."

Reporters also learned in the interview that there are many problems in the shoe industry of many foreign trade orders in Wenling. For example, the order is too saturated, the internal control management of enterprises can not keep up; some enterprises are too careless, the evaluation of their production capacity is not in place, the cost accounting is not accurate, the profit is difficult to guarantee; the exchange rate is unstable, increasing the difficulty of receiving orders; the technical barriers to trade in major exporting countries are constantly upgrading.

"After more than 30 years of extensive and rapid development, the shoe industry in Wenling has accumulated many ills and is hard to solve at a time. Therefore, the footwear industry in Wenling must change the extensive development pattern of past running and low price competition, further introduce new materials and technologies, and speed up industrial transformation and upgrading, so as to ensure sustainable development. Finally, pan Secretary General of Wenling shoe leather industry association said so.