Transformation And Upgrading Of Chinese Shoe Enterprises Need To Seize The Opportunity Of Independent Brands

China is the world's first system. shoes At present, there are more than 16 shoe making enterprises in big countries. Over the past 30 years, a large number of Chinese shoe companies have benefited from huge demographic dividends and large amounts of natural resources. In the development of OEM for high-end footwear companies in the world, they have transferred the "thin manufacturing" link in the entire production line to China. Therefore, although China has a large number of shoe enterprises, it has autonomy. brand Not many.

With the development of the era of industrialized manufacturing at the expense of consumption resources, the natural resources advantage is slowly decreasing. The pursuit of individualization of the two generation of migrant workers in terms of treatment, lifestyle and so on is also making China's demographic dividend a history. The financial crisis that has not yet cooled has caused many shoe companies to go bankrupt. The two generation of migrant workers demand awareness of awareness of raising salary and sharing profits. This is even more important for shoe companies that have just crossed the financial crisis.

People in the industry have interpreted the confusion encountered by Chinese shoe companies as the only way for China's shoe enterprises to upgrade and upgrade. This is an opportunity for shoe companies to become bigger and stronger in their own brands. I deeply agree with this conclusion. The conclusion is that the shoe companies that have failed in the financial crisis are lack of industrial design capability and independent brand innovation ability, and they are struggling in the demographic dividend, and their products can not find traces of industrial design. Enterprises are "no product brand, no core technology, no innovation capability". Strengthening innovation ability and creating independent brand should be the only way for Chinese shoe enterprises to get out of the cold winter to welcome warm spring.

But the road to transformation will be long. While many enterprises are still puzzling over how to solve the problem of demographic dividend, the Copenhagen Congress has put the environmental factors such as "green" and "low carbon" into the face of manufacturing enterprises. Footwear enterprises have naturally become the leading industry in the environmental protection industry, not only because of the large quantity of products and the wide range of industries, but also because of the characteristics of their products, which are closely related to people's life and closely related to people's health. The introduction of these environmental factors is also a test before the transformation and upgrading of Chinese shoe enterprises. Only by making the entire production chain of the manufacturing industry achieve "low carbon", can the product achieve a real "green" and "environmental protection". If the enterprise truly realizes the "green" manufacturing of the product, then the creation of green brand can become a reality, so that the enterprise can keep its foundation forever.

stay Hengda In the course of 26 years of growth, I have always adhered to the concept of "independent innovation", which is one of the genes that make Hengda brand continue to grow, full of vitality, and let Hengda advance step by step in transformation and upgrading. But behind the "independent innovation" is that Hengda always regards industrial design as the core development strategy of enterprise development. As a killer of industrial design as a brand building and breakout, it has not only been recognized by various enterprises, but also has risen to a certain level at the national level.

During this year's "two sessions", Premier Wen Jiabao proposed to vigorously develop industrial design and upgrade industrial design from corporate behavior to national strategy. Provinces and municipalities also attached importance to it and implemented it in practical action. Not long ago, Shandong province organized the industrial design center to confirm that the aim is to develop a number of internationally competitive brand enterprises by vigorously developing industrial design and promote the economic development of the province. {page_break}

In this selection, Hengda and Haier, Hisense two state brand enterprises, shoulder to shoulder, became the first batch of 3 enterprises in Qingdao to be awarded the "industrial design center" of Shandong. This is another important R & D platform for Hengda following the leather shoes industry's only "national recognized enterprise technology center".

This selection is the affirmation of Hengda's ability of independent innovation and the support of Hengda for industrial design as the core strategy of enterprises. It is also an incentive for Hengda to go out of the road of green development for consumers to create "quality products, quality brands and quality life". It is along this road that Hengda continuously seeks breakthroughs in products from the perspective of consumer demand, and also lets Hengda go through the spring and Autumn period of 26 years.

In 80s, consumers were concerned about the products of good quality and low price. Hengda's value proposition was to create quality products. In 90s, consumers focused on the well-known brand products, and Hengda's value proposition was to create quality brands. In 2010s, Hengda put forward a new value proposition: creating "quality life" for consumers, satisfying consumers' pursuit of healthy, environmental protection, fast and personalized new life style experience. In the development of this road, industrial design has been regarded as the winning magic weapon of Hengda and supporting the healthy development of enterprises.

In proposing new value proposition for consumers to create "quality life", Hengda will take the responsibility of "quality industrial design" as a guarantee to create a new era of shoemaking enterprises and lead a new consumption proposition, advocating the quality life of consumers from a pair of shoes.

To this end, Hengda will adhere to the open R & D mode, integrate the world-class design resources, strengthen the sharing of industry resources and information, promote the level of industrial design, and accelerate the transformation of development mode. At the same time, we should strengthen green design and adopt low carbon. Shoemaking Materials, low carbon production technology, strengthen energy saving and emission reduction and comprehensive utilization of resources technology research and application, to promote leather industry low energy consumption, low emissions, low pollution. And will actively cultivate and introduce a number of high-end high-end industrial design talents, strengthen the echelon construction of talents, improve the cooperation mechanism of industry, University and research, and enhance the ability of industrial design.

Advocating quality life requires enterprises to invest huge resources in design, R & D, talent and capital. But this kind of payment is for the value of consumers and the interests of consumers. I think it is incumbent upon them. Hengda people should be proud of this and continue to work hard.