Active Pformation Of &Nbsp; Chinese Shoe Enterprises Usher In The Era Of "Anti OEM"

Claudio R.Boer, chairman of the global intelligent manufacturing organization, has frequently visited Dongguan and other places. As the foreign economic adviser of Guangdong province governor, he has taken a Chinese name as "Bo Le".

In Bole's mobile phone, pictures of many fashionable shoes, such as fish shapes, are collected. The Swiss who grew up in Italy have been influenced by the footwear industry of Italy.

Italy is the world's traditional shoe making and exporting country. Its finished shoes are leading the world trend in selecting high quality science and design concepts. In the international market, it has been occupying high-end market with high quality and high price brand effect.

Bole has been fascinated by European footwear technology and design for decades.

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In an interview with the first financial daily, Bole said that, influenced by factors such as rising labor costs and appreciation of the renminbi, China's shoe companies are accelerating pformation and upgrading, whether active or passive.

Some Chinese shoe companies no longer play the role of foundry. With the deepening of cooperation with international companies in manufacturing, R & D, marketing and brand, they extend to the two sides of the value chain and gradually acquire the right to speak.

The world consumption pattern is changing quietly, and the global industrial chain is also adjusting accordingly.

Especially after the outbreak of the financial crisis, in the European and American markets, so far, the Chinese consumer market has been thriving. This has created an excellent opportunity for Chinese enterprises, especially footwear and other fast moving enterprises, and the era of "counter OEM" is coming.

Let European shoe companies do foundry

Resolutely no OEM, Liang Yaohua, chairman of Guangzhou Tian Chong shoes industry Co., Ltd. has gone one step ahead.

Ever since he founded shoe factories in 1991, even though he has encountered many difficulties, he is sticking to this point and stepping out of a line which is different from many shoe companies in Hong Kong.

Nowadays, his shoe companies not only do not dress for others, but also allow European shoe companies to do their own brands.

Liang Yaohua, a former trader of electronics, shoes and other products, is very clear about the awkward position of the foundries in the industrial chain, and the core parts of R & D, brand design and market are all in the hands of others. If we do not break through the core values, the road will only get narrower and narrower.

"Electronic products factory in the 80s of last century, the profit is about 6%, and now it is generally down to 1%~2%. With the rising cost of labor and so on, this is an inevitable trend. However, it is very difficult for the electronics industry to break through in the core technology, and the design space is also limited, and it is relatively easy to realize the value extension on the fast moving products such as shoes and garments, which can mainly break through from the consumer psychology and fashion design."

Liang Yaohua, an electronics engineer, explained why he turned into the shoe industry.

In the early 1990s, most shoe companies in the Pearl River Delta were still busy with OEM export. In the case of almost no brand in the Chinese shoe market, Liang Yaohua began to target the brand of women's shoes, and became the first generation of Chinese women's shoes makers with BELLE and Saturday.

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Today's market proves that these enterprises have grasped the development well.

In the process of grabbing the domestic market, the company has always been concerned about the design. For many years, Tian Chong has been working closely with several design studios in Europe to integrate the European style of fashion design into its own shoes.

However, it is not enough to learn the exquisite workmanship of European shoemaking.

In 2008, Liang Yaohua reached a partnership with Spain's Patricia brand, which has a history of more than 80 years in Europe, and set up a company in Beijing. He held 75% stake and held absolute control.

Under the influence of the financial crisis, the European and American consumer market is sluggish, and many European brands are eyeing the Chinese market.

Patricia brand will operate in the Chinese market for 30 years of brand management power to Tian Chong company.

Liang Yaohua adopted the strategy of importing all the Patricia brand shoes from Europe. Besides, he also commissioned some orders from her own brands, such as kissing cats, to be made to the European shoe factory.

Mastering the terminal channel and pricing power of the domestic market, even if the manufacturing cost goes up, brand shoe enterprises can still afford it.

This year, the cost of labor alone has risen by 28%, and the cost of the increase has been spread to each pair of shoes to raise the price, and customers can accept it.

But prices in Europe are generally high.

"At present, domestic consumers can also afford the price of European women's shoes imported from our stores, but these shoes are hardly profitable.

Therefore, European manufacturing accounts for only a few percentage points of our shoe products.

Liang Yaohua said.

Comparatively speaking, the average export price of a pair of leather shoes in China is fifty or sixty yuan, while the purchase of a pair of women's shoes from Europe is basically three hundred or four hundred yuan under the condition of no pay taxes, plus tariffs and logistics costs. The cost price of some imported shoes has reached 1000 yuan / double on the shelves. The cost of Chinese manufacturing is obviously higher than that of Europe, and the number of shoemaking workers in Europe is less and less.

Liang Yaohua also said that commissioned the production of shoes factories in Europe is only a stage behavior, not a trend. At this stage, we should learn from Europe's shoe making technology, design and get popular information from it, and further enhance the competitive advantage of shoemaking through cooperation.

Following the successful launch of BELLE and Saturday, Tian Chong footwear industry has also launched the listing plan.

For Liang Yaohua, the acceleration of brand expansion through capital operation is one of the efforts. He admits that he can not rule out the possibility of acquiring overseas brands to enter the international market.

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Ten years Hedong, ten years Hexi.

Some European brands suddenly discovered that once they had "raised a tiger", they finally fell to be.

After the acquisition, the two sides further implemented cooperation.

In October 13th, AOKANG set up an international R & D center and procurement center at Wanli head headquarters in Italy. Wanwade provided necessary equipment, production personnel and technical guidance for the two centers, and AOKANG provided design and procurement personnel.

The two sides cooperate to complete the preliminary design and production, and batch production is placed in AOKANG's domestic production base.

The two sides shared research and development achievements to promote the brand of Wanli brand worldwide.

Founded in 1969, wanwade mainly produces "breathing type" functional shoes. It is Italy's "time-honored brand" footwear enterprise, and has more than 2300 stores in the world.

AOKANG group was once only a foundry for Wanli Wade. In January 2008, AOKANG signed a global strategic cooperation agreement with Wanli Wade, winning 10 years' brand operation right of Asia Pacific brand.

Wanwade provides product R & D resources, technology and legal support, and its brand marketing and product manufacturing in the Asia Pacific region are operated by AOKANG.

The cooperation has played a key role in the acquisition in May this year, and wanwade originally intended to sell its global business as a whole.

Taking into account market risks, AOKANG first acquired the trademark, patent and other proprietary rights of Wanli wade in Greater China. If the test is successful, it is likely to gradually expand to the global level.

Wang Zhenquan, deputy general manager of AOKANG shoe Limited by Share Ltd, said that Italy, where wanwade is located, has the most fashionable design and raw materials and has the most cutting-edge information.

The establishment of R & D centers and purchasing centers will pform Italy's technology and information into domestic competitiveness for the first time.

AOKANG and Wanli Wade have reached a consensus that in three years, wanwade will become the most competitive high-end brand in China and even in the Asia Pacific region.

To this end, AOKANG also makes a difference from the existing operation team.

You have me, I have you. The integration of Chinese and western footwear industry is higher than many industries. Every link in the industrial chain is gradually standing on the side of Chinese and western shoe companies. Chinese shoe companies no longer feel miserable in the low-lying areas of manufacturing.