The Domestic Shoe Industry Is In A Grim Situation, &Nbsp, And The Safety Shoes Enterprises Are Developing Brands.

In December 14th, people's awareness of safety increased, prompting industrial enterprises to pay more and more attention to safety problems in production. According to the relevant European regulations, employers must provide safety protection to employees to ensure employees working in a safe environment, and safety shoes are an important part of them. Safety shoes The footwear products belonging to high technology and high added value have high requirements for raw materials, excipients, chemical materials and mechanical equipment. At present, many domestic products have a certain scale and grade. Shoe enterprises We have turned our attention to the market of safety shoes, a market that has been developed by developed countries in the past.

After 20 years of rapid development, China footwear industry It is going through the most difficult period. "Internationally, anti-dumping and other trade protection measures are frequent, and the international economic and trade environment is deteriorating. Domestic enterprises are faced with appreciation of the renminbi, rising labor costs and rising raw material prices. The superposition effect of these factors has made China's shoe industry breathless for a while. Xu Yong, vice president of China Light Industry Federation, pointed out that

And many domestic safety footwear enterprises have felt the pain. Dongguan Huajian group is the largest manufacturer of leather shoes in the world. The top 50 top ranked women's shoes in the world are 15 famous brands of women's shoes. In 2006, to 2008, the cost of raw materials increased from $10.05 to US $10.85, and the cost of labor rose from $2.23 to US $3.3, and the cost of hydropower and transportation rose from $0.18 to US $0.23. Although the comprehensive cost of office supplies and other items saved us $0.32, the export price increased from 15 US dollars to 16.2 US dollars, but the gross profit of enterprises on a pair of shoes still dropped from 1.1 US dollars to 0.7 dollars.

Many domestic safety footwear enterprises are facing the dilemma of declining profits and decreasing orders. But at the same time, what is even more optimistic is that the deep-seated problems and contradictions in the industrial structure are also affecting and restricting the development of domestic shoe enterprises. The scale of production enterprises is small, the industry is overcapacity, the export growth is mainly quantity, and the overall profit margin is low; the export market is too concentrated, which easily leads to trade friction; the domestic market is not standardized, and the marketing way is backward, which has pushed Chinese shoe enterprises to the gateway of transformation and upgrading.

New technology and new materials help enterprises win the market

The changing safety shoes market is infiltrating into the young workforce. These younger employees used to know only shoes with Nike and Reeboks when they were growing up. "When they enter the workforce and are asked to wear steel Baotou boots, they will choose more sports shoes with ladle heads or ladle heads instead of the old 6 inch working boots." MarkMorgan, director of footwear design at Wolverine, Rockford, Michigan, said.

In fact, safety shoe suppliers say younger, more popular buyers are promoting the importance of famous brands in the market. Familiar brands, such as Cat, Harley-Davidson and Skechers, are emerging in the work shoes market, using their brand awareness to help win a large group of young customers who are strongly influenced by their peers' preferences or are strongly influenced by their lifestyles.

Because of the new technology and materials, the safety shoes produced are much lighter than before. Sebes of Lehigh said that in many cases the weight of shoes has been reduced by about 50%. Although it is generally believed that the working shoes are heavier because of the use of ladle heads, he pointed out that steel Baotou weighs only 1/8 ounces. He said the reason for the lighter boots is the change of the insole and outsole. The various types of cushioning shoe soles and midsole materials and outsole made from synthetic materials, as well as more netting materials and other lighter materials on the upper, play a role in making shoes more comfortable and light in weight.

Although more traditional safety shoes may have advantages in durability, updated footwear also has its own advantages. "Old style work boots need to be worn for a long time before they are comfortable to wear." Morgan said. "Now, when you buy work boots, it is very comfortable to wear, and it does not require long running in." {page_break}

In the increasingly fierce competition, the traditional industry market has become saturated. The price of products is also more and more transparent. Under the pressure of market competition and the pursuit of production profit, manufacturers often use human experience to monitor the production quality process. However, people neglect the machine testing requirements in the production quality process, resulting in many items that can not be judged by the quality of human experience, often fail in the testing, such as the adhesion test between the upper and the sole, and the adhesion test between the bottom of the composite, which are prone to fake stickers or dead glue. The stability and conformity of the quality are often not guaranteed.

Moreover, when most manufacturers purchase materials, they are accustomed to move to the collocation sale of their sellers, resulting in congenital defects in the collocation materials purchased, resulting in poor detection results. In addition, when some manufacturers purchase materials, in order to reduce production costs, they often prefer purchasing new materials or alternative materials, ignoring the stability and quality factors, resulting in greater fluctuation of test results. For example, the new PU shoes instead of leather upper, the adhesion between the upper and sole is often unqualified. Under such unfavorable circumstances, shoes enterprises should realize double upgrading of management and technology and design more quality safety shoes with additional value.

And in the sales process, there is a certain problem between the safety shoe enterprises and consumers, which is also related to the contradiction of honesty and interests. How to balance the contradictions between the two sides and achieve a win-win outcome requires enterprises to timely feedback and deal with product quality problems and consumers' opinions. Solve the problems discovered in time. At the same time, we constantly improve the quality of products and meet the needs of consumers. Building a good brand image requires not only stable product quality and advanced production technology, but also good after-sales service. A successful brand brings the bargaining power and influence to the enterprise, which is incomparable to any tangible asset. Creating brand, cultivating brand and strengthening technology research and development are the main means for the safety footwear enterprises to compete in the next round of market competition.