The Breakthrough Path Of Chinese Shoe Industry: Improving The Added Value Of The Product

　　 There is a famous economist. Smile curve Theory: using an upward parabola to describe the added value of every link in the industrial chain, the location of "corners of the mouth" at both ends of the "smile curve" is the design and sales link, and the added value is very high, while the manufacturing value added at the "Chin" position is the lowest. Professor Xu Congcai, President of Nanjing University of Finances and Economics, for example, the famous Nike sports shoes are mostly made in China. The international market is priced at 45-75 US dollars / double, while our export price is only 10 dollars.

　　 China's rich raw material resources, perfect industrial chain, huge processing capacity, sound sales and market network, political and social stability, and other advantages that contribute to the sustained development of the industry are difficult to replace in other countries and regions in a short time. But it is undeniable that with the rise of labor costs and the expectation of RMB appreciation, China's competitive advantage is gradually weakening. The largest export volume but low added value is the biggest weakness of China's footwear export industry. Adjusting the industrial structure and enhancing the added value of products, the business strategy that focuses on shifting the business focus from production and processing to leading brand value will help the long-term competitiveness of Chinese shoe enterprises.

　　 Environmental protection shoes Helping enterprises break through Green technology barrier

In production, traditional shoe materials will not only cause waste of resources, pollute the environment seriously, but also affect the working environment of workers and the health of contacts. Compared with other regions, Quanzhou shoe enterprises have been walking ahead in innovating environmental protection shoe materials. In recent years, about 20% of the enterprises in Quanzhou have begun to dock with the environmental protection shoe materials enterprises to replace the materials for making shoes, which can increase the added value of products sold in China, and retain the post-80 and 90 workers who require higher working environment in an environmentally friendly working environment. In the world, the environmental protection of shoemaking is very important. Many countries have set up green technology barriers, and domestic shoes can not meet the local environmental indicators, so they may be faced with a price discount, and even difficult to enter the difficult situation of foreign market sales. The use of environmentally friendly shoes can also clear the technical barriers to the export of shoes.

The added value of innovative shoe materials is much higher than that of new materials. Enterprises can try to use some highly functional shoe materials to make differentiated shoes products, so as to improve market share. When new shoes are used, the cost may continue to rise, but the average cost of shoe making can be reduced by 20% to 25% compared to the cost of using old materials after training workers have been used, which also makes up for the "profit gap" of enterprises' profit rising. Of course, the reduction of the cost of new shoe materials will also be reflected in the retail price in the form of price, which means that consumers can buy environmentally friendly shoes at a lower price.

Focus on improving the added value of sports shoes

Small to a pair of sports shoes sole "single" force point, so that the entire civil engineering system building area "strength", will be injected into the production process, the product will increase the gold content. "In the United States, mechanics is widely used in shoemaking and sporting goods." Cheng Gengdong said that the height of the heel, the focal point of the upper, the upper and the sole of the shoe, and which materials should be used to absorb and speed up, are all particular. The introduction of motion mechanics to shoemaking production will make Quanzhou's shoes products get rid of the low added value dilemma.

According to Cheng Gengdong, a pair of sports running shoes combined with the production of sports mechanics can effectively reduce the frequency of injuries when people exercise.

Reporters learned that a few years ago, Anta, PEAK, Hongxing Erke and other sports brands in Quanzhou initially tried to apply motion mechanics to production research and development. Many famous enterprises have increased their research and development efforts on basketball shoes, and researched and developed them according to the strength and strength of various positions such as centers, forwards and guards.

Brand can really turn over.

In 2009, the annual output of Chinese shoes reached 6 billion pairs, equal to that of the world. Due to the rapid growth of the number of shoe enterprises, more and more domestic enterprises in the past have launched their products abroad. Enterprises that are crowded on one road see the good selling styles copy each other. The simplest and most effective way to compete is to "bargain" with each other.

"Freezing three feet is not a cold day." To prevent cannibalism among peers, we must first strengthen the effective regulation and self-discipline of the industry. The consistent view of shoemaking enterprises is that Chinese shoes must play their own brands, increase the added value of products and enhance the overall image.

In 1993, Kangnai group won the title of "China's ten largest footwear industry". In the first half of 2001, the first store opened to Paris, France and New York. In June of the same year, the world shoe capital, Rome, Italy, also had a Kangnai store. In December this year, Losangeles will also open a 200 square meter Kangnai flagship store. So far, Kangnai has set up more than 70 stores in more than 10 countries, and has created the market price of Kangnai shoes exported at an average price of 13 US dollars.

　　 At present, the RMB appreciation, raw material prices rose sharply, wages increased, many small and medium-sized shoe enterprises were forced to bitter transformation. At present, there are still few products with high added value and high technology content in the footwear industry. Enterprises should gradually realize the export from products to capital output, brand output, adjust product mix, improve product quality and grade, and increase the added value of products. Only in this way can the shoe enterprises guarantee their favorable position when they export.