Xian Jin Town Rubber Shoes Enterprises Seize Market By Brand And Innovation

Zhejiang people's shoes workshop, reporters saw a careful process flow, workers do product processing, inspection, boxing. It is understood that, as a traditional pillar industry, at present, Xian Jiang Town There are 6 houses in Xia she village. Rubber shoes enterprises The total annual output value is about 400 million yuan.

Making OEM is better than making a brand.

The history of shoe making in Xia Village is traced back to more than ten years ago, and the family hand-made workshop has been established. After a few years, the rubber shoes market is gradually maturing. At present, most of the village's rubber shoes enterprises are mainly domestic sales, and a small number of products are used for OEM.

"For a long time, we have always insisted on making our own brand and doing the domestic market." Fan Jie, director of the Zhejiang footwear industry office, said.

The reporter understands, at present, the product quality of some rubber shoes enterprises is generally low, the gold content is not high, it can only be processed. The shoe industry realizes that in the immature stage of its development, OEM can enable them to learn some advanced production technology and management level of famous brand enterprises, laying the foundation for improving product quality in the future. But without its own brand and without its own characteristics, sooner or later, it will become the object of being eliminated and merged.

It is not difficult to do a pair of shoes well, but the difficulty is to make the brand well. An unbranded enterprise has no market, and an enterprise that can not make the brand continue to increase will have no future. " Fan Jie feels deeply that the key to brand innovation is to build a large market base and expand domestic sales. The brand effect will gradually emerge in the fierce market competition. If an enterprise produces 8 million pairs of annual output and the brand can increase the price of each pair of rubber shoes by 5 yuan, then the output value of 40 million yuan can be increased.

Innovation is better than innovation.

This year, because of the rising cost of raw materials and labor, most of the village's rubber shoes enterprises are going downhill.

"The cost of each pair of rubber shoes has increased by at least 15%, but the sales price has increased by 5%, so the market will not accept it." Fan Jie said that the number of enterprises increased by 10% per year in the past few years, but in November this year, the output decreased by at least 50% compared with the same period last year. The output of the whole year is forecast to decline by about 10% over the past year.

In addition to rising costs, homogenization is becoming more and more serious, which will also lead to lower profits and worse benefits for rubber footwear enterprises.

"Less than 35 days after the launch of a new model of rubber shoes, almost the same style of rubber shoes will be seen everywhere in the market." Fan Jie said that the phenomenon of imitation has accelerated the replacement speed of rubber shoes in the market, and has also led to confusion in the market competition. He told reporters that 8 years ago, after a product came out, it could make 200 thousand pairs of orders. Now a product can only receive 35 million orders, the main reason is that there are too many similar products on the market, and the life cycle of rubber shoes products is greatly reduced. It is understood that at present, there are 51 shoe enterprises in Xian Jin town. Apart from a few enterprises such as people, global and so on, most small shoe enterprises do not have the ability to innovate. Emulate the products of big enterprises, with small risks, less investment and high profits, will be profitable in the short term, but such small businesses are hard to grow and will eventually be ruthlessly eliminated by the market.

Jia Yousong, director of the economic and trade service center of Xian Jin Town, told reporters that rubber shoes enterprises must improve their products. Innovative consciousness We should carry out technological transformation, strengthen product innovation, and eliminate low-end products to improve their products. added value Strive for market share.