Chinese Shoes Win The "Anti Dumping War" &Nbsp; Strong Brand Is The Key.

January 17th 13, according to the Ministry of Commerce and China Leather Association, the EU will give up 16.5% of China's and Vietnam's leather shoes in April this year.

According to Wei Yafei, director of shoemaking Office of China Leather Association, the European Union of footwear industry (CEC) has recently released the

Shoe enterprises should actively deal with not being "silent Lambs"

Wenzhou's shoe maker AOKANG has been pulling into the EU since 5 years ago, so far it still looks like a "marathon without seeing the end".

Last year, when 4 other comrades in the country gave up, AOKANG decided to continue.

Wang Zhentao, chairman of the board, said: "if the persimmon chooses soft kneading, even if the lawsuit is lost, let the EU see that Chinese enterprises are of character."

In July 2005, the European Union launched anti-dumping investigations involving Chinese leather shoes up to US $700 million. In October 2006, the European Commission decided to impose anti-dumping duties on China's leather shoes for a period of 2 years and 16.5%.

2 years later, the European Union launched a final review and announced in December last year that it would extend the anti-dumping measure for another 15 months.

A few days ago, the tax will be extended. The European Union is premeditating "sunset review", with a view to prolonging the tax.

In the past 5 years, AOKANG has not dared to be silent. In 2006, it filed a lawsuit against the local court of first instance of the European Union with 5 local and Guangdong shoe enterprises, requesting the cancellation of anti-dumping duties. The reason is that the cost analysis of the European Commission's export to EU footwear products to Chinese enterprises is not accurate.

The recovery did not come late until March last year, and the European Union Court of final appeal rejected the lawsuit filed by AOKANG and other shoe companies.

In May last year, 4 other shoe companies announced their abandonment for a long time, but AOKANG decided to appeal to the European Union High Court.

Wang Zhentao said: "we are constantly making a voice to let the EU know that Chinese enterprises also know how to protect their interests by law.

As a result, other countries wishing to impose anti-dumping duties on China will also consider carefully before making a decision.

Therefore, the lawsuit is also win! "

From the EU's quota liberalization of Chinese leather shoes in January 1, 2005 to anti-dumping measures at the beginning of 2006, Chinese shoe enterprises seized the opportunity of the world shoe industry's shift from Europe and North America to the Far East in the short development spring, and developed into the world's largest footwear manufacturer, exporter and consumer country.

Asia, represented by China and Vietnam, now accounts for more than 70% of the world's total production, while Europe's Italy, Spain and Portugal account for less than 20% of production.

Xu Yongceng, vice president of China Light Industry Federation, said that the main target market of western footwear industry represented by Italy is obviously different from the target market targeted by China and other Asian regions.

The former mainly focuses on the high-end market while the latter focuses on the middle and low end market.

Although the product is not directly competitive, an anti-dumping duty actually has a great impact on China's exports.

Take Wenzhou, the shoe making industry of China as an example, in 2006, Wenzhou exported 23 million 90 thousand pairs of leather shoes from the EU. After that, the number of exports to the EU decreased year by year, down to 19 million pairs in 2008, and from January 2009 to September dropped to 9 million 200 thousand pairs.

According to the latest statistics, the previous anti-dumping duty resulted in a 20% reduction in the output of Chinese leather shoes exported to Europe.

The continued sharp decline in exports to the EU has caused some 20 thousand Chinese workers to lose their jobs.

Wei Yafei, director of the footwear association of China Leather Association, said that the EU anti-dumping case on leather shoes had a serious impact on the export of Chinese leather shoes, and exports of European leather shoes continued to decline. In 2009, China's footwear export growth was almost zero.

{page_break}

Shoe enterprises should be strong brands and deep practice of "internal strength" is the key.

If the Chinese shoe "anti-dumping defense war" can be terminated on time, some of the larger shoe companies said that apart from fully developing the international market and "deep plowing" the domestic market, brand building, product innovation and enhancing their competitiveness are the key to long-term business based market.

"It's not so terrible to beat your brand out, no matter what kind of crisis it faces."

Miu Ren Zan, manager of the International Trade Department of Kangnai Group Co., Ltd.

Wenzhou Dongyi footwear industry Co., Ltd., director of foreign trade department also told reporters: "shoes products belong to everyday consumer goods, always wear, but the price will have an impact.

More than 95% of our companies are exported. Under the impact of the financial tsunami, the European and American markets have been affected, but because our brand is doing well, the customer base is relatively stable.

Xu Yong said: as a large country of leather and shoe making, China has not many brands. We hope that the whole industry will make joint efforts to improve the quality and grade of products, forming a group of excellent national brand groups, and lay a good foundation for striving to create world famous brands.

Liu Suilong, vice president of Guangdong Footwear Manufacturers Association, also told reporters that he hoped that relevant government departments would give priority to arrangements for enterprises with famous brand products to expand production, technological pformation, development and scientific research, and encourage qualified enterprises to create provincial, national and even international brands.