Domestic Shoe Leather Industry Promotes Pformation By "Dongfeng" In 12Th Five-Year.

February 23rd 12th Five-Year is the key period for China to readjust its industrial structure and pform its economic development mode.

Zhang Shuhua, director of the China Leather Association, pointed out in the speech of the six annual four enlarged meeting of the China Leather Association that the core of the "12th Five-Year plan" of leather industry is to achieve the "five changes": to pform the industrial structure in an all-round way, to diversify the development goal, to pform the quality and efficiency simultaneously, to pform the core of "people-oriented", and to pform the resource conserving and environment-friendly industry.

To achieve these changes is to realize the pformation and upgrading of the industry.

Adjust structure and promote pformation

Tanning is the foundation for the development of leather industry, and the development of leather industry is related to the development of the whole industry.

For a long time, the development mode of leather industry in China is relatively extensive, the structural contradictions in the industry are more prominent, the concentration of tannery production is low, the independent innovation capability of enterprises is not strong, and the task of energy saving and emission reduction in the industry is arduous.

Facing the 12th Five-Year, Chen Zhanguang, deputy director general of the China Leather Association and director of the leather and leather Specialized Committee, said in an interview that the guidance of the Ministry of industry's "tannery industry structural adjustment" launched at the end of 2009 is the direction for the pformation and upgrading of the leather industry in 12th Five-Year.

Director Chen Zhanguang said that in order to prospectively guide the industry to form a new leather tanning base with centralized production, centralized pollution control, perfect industrial chain and circular economy development mode, the China Leather Association recommended to the government that 5-8 tannery production bases to undertake pfer should be cultivated in the country's conditionally regions. In the guiding opinion, the proposal was adopted and the guiding opinions clearly stated that "unified planning, centralized leather making, unified pollution control" and "5-8 tanneries concentrated production areas to undertake pfer" were provided in the whole country, which provided policy basis for the centralized production area to undertake industrial pfer, and provided a guarantee for the leather industry to maintain a perfect industrial chain, and also pointed out the specific direction of undertaking the pfer.

The construction of the "first undertaking pformation" tannery demonstration base "Fuxin" will become the direction of leather industry adjustment in 12th Five-Year, and will promote the leather industry to further improve the industrial level.

The tannery demonstration base not only changed the drawbacks of enterprises' decentralization and ineffective environmental protection, but also improved the entry threshold for industries, which could eliminate new and backward production capacity and prevent the backward production capacity from pferring in a disguised form.

To adjust the structure, we must rationalize product structure, enterprise structure, internal and external sales structure, and the relationship between brand enterprises and supporting enterprises.

As a big country of leather production, there exist many problems, such as small and medium-sized enterprises, unreasonable product structure, export oriented products and OEM enterprises.

Industry development is restricted by foreign market and the ability to resist market risks is not high. In order to maintain long-term stable development of the industry, in 12th Five-Year, we must speed up the pace of structural adjustment, gradually guide enterprises to produce more medium and high grade products, maintain a reasonable proportion of high and low grade product structure to meet market demand and enhance competitiveness; we must adapt to domestic consumption demand, develop marketable products, vigorously expand domestic markets, and expand both domestic and foreign markets; we must support and expand a large number of competitive large enterprises to promote the common development of SMEs.

Li Yuzhong, vice-chairman of the China Leather Association, said in an interview: "adjusting the structure is an arduous and complex project, with great difficulties. But under the guidance of the policy of the state's pformation of the mode of economic development, the leather industry must be determined to do the work well, striving to achieve significant results in 12th Five-Year, otherwise, the development of the industry will encounter bottlenecks."

Huajian produces nearly 20 million pairs of high-end women's shoes and more than 20 thousand employees every year for international brands.

In recent years, adhering to the management concept of "development, pformation and upgrading", we are not satisfied with the low end foundry's processing fees, and insist on the integration of industrial chain and the development mode of multi polarization of production.

The situation of simple OEM is changed.

The perfect matching of the industrial chain in the group not only lays a good quality foundation for the manufacture of high quality finished shoes, but also makes the profit chain longer and longer, and greatly enhances the enterprise's ability to resist risks.

Casting brand and expanding market

Brand is the passport of the market.

Although China's leather industry has huge production capacity and its products occupy most of the global market, it is undeniable that the brand influence of the industry is still very small.

More for foreign brand processing and production, lack of market pricing power.

Therefore, accelerating the implementation of brand strategy and building influential brands are important contents of the industry during the 12th Five-Year.

Leather logo and ecological leather as a platform for cultivating independent brands will still be an important starting point for the leather industry to implement brand strategy in 12th Five-Year.

The genuine leather sign (including ecological leather) as a certification mark, protected by national laws, represents the outstanding group of leather products in China, and creates conditions for high-quality products to participate in the domestic and foreign market competition.

Through the work of dermal markers, we have nurtured industry leading enterprises and striving to create internationally famous brands.

Li Yanping, deputy director of the leather logo Office of China Leather Association, said: during 12th Five-Year, we will further strengthen the publicity of the real leather logo, so that the connotation of the real leather logo will penetrate into the hearts of consumers, strictly manage the management of the leather label enterprises, and constantly enhance the credibility and influence of the brand, so as to provide an important support platform for the implementation of the brand strategy of the leather label enterprises.

Strive to cultivate 3-5 brands with international influence.

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Over the past decade, the launch of dermis logo makers has played an important role in enhancing the brand impact. The market share of the products of the dermis logo has been steadily increasing. On the platform of leather logo, we see that many brands have become trusted brands of domestic consumers, and some have been or are becoming strong competitors of international brands.

AOKANG Group acquired the trademarks and patents of Greater China brand of Italy shoe brand Wanli last year.

After the acquisition, AOKANG set up an international R & D center and procurement center at Wanli head headquarters in Italy. Wanli Wade provided the necessary equipment, production personnel and technical guidance for the two centers, and AOKANG provided design and procurement personnel.

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.

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 is also going to become an influential international brand.

Kangnai will take the commemoration of 30th anniversary as an opportunity to start the new journey of brand internationalization in the 12th Five-Year.

With the implementation of brand strategy of many enterprises, a group of competitive brands will stand out and expand the international and domestic markets.

Catch up with new products

The industrial pformation and upgrading can not be separated from the innovation of the product. Under the contemporary economic conditions, the life cycle of the product is getting shorter and shorter, especially the leather products related to fashion and personality. The speed of the product renewal is very fast, and the new product suitable for the market can be continuously introduced, which is related to the survival of the enterprise.

Li Yuzhong, vice-chairman of the China Leather Association, said in an interview: "leather goods, whether shoes, leather or bags, are all popular products.

Its consumer groups are mostly young people. The overall characteristics of their consumer groups are the pursuit of challenges, unique personality, consumption ahead and fashion.

Innovation is the source of fashion, and innovation can bring about leaps and bounds.

An enterprise can only rely on independent innovation and act as the creator of fashion, leading the fashion and creating the market.

The key to promoting industrial upgrading with independent innovation lies in enterprises.

Only by strengthening the ability of independent innovation of enterprises, forming a technological innovation system with enterprise as the main body, market orientation, and production, teaching and research, can we promote the sustainable development of the whole industry.

Because enterprises are most aware of market demand, they can develop new products according to market demand and put them on the market quickly, so that R & D investment can get a quicker return. Enterprises are most aware of the latest developments in technological progress in the industry, and can rapidly pform research results into new production technologies.

As a big leather country, although the output is very large, the phenomenon of homogenization is also widespread. How to stand out and innovate in many products is undoubtedly the most powerful driving force for the rapid growth of enterprises in the market.

Many enterprises in leather industry have embarked on the road of rapid development through independent innovation and become the best in the market at home and abroad.

Hengda, as a leader in the footwear industry, has been committed to enterprise innovation for many years, and has established a comprehensive and systematic R & D system. The enterprise technology center has been identified as the "national technology center" and has invested 5.6% of its revenues into R & D every year.

In Hengda, on average, there are 14 new shoes and 7 new shoes on sale every day.

In 12th Five-Year, Hengda put forward the strategy of implementing Hengda Huagu.

Based on the footwear industry, taking the creative industries and software industries as the core, serving the economy as the guide, innovating and integrating the international frontier information, R & D, operation mode, human capital, knowledge economy, capital operation and information management mode, leading China to the development of the world footwear industry.

By 2015, Hengda Group will complete the pformation to intelligence intensive enterprises, achieve strategic upgrading and build up a platform for sharing technology, software and talents in China's footwear industry, so as to promote the leaping development of the footwear industry across the country.

Such innovative enterprises are few, but innovation has already become the consensus of leather industry enterprises. In 12th Five-Year, industry and enterprises will further increase investment, and keep pace with popularity and guide popularity in R & D and design. We can expect that in the next five years, leather products will be new products and will bring more choices to consumers.

Of course, enterprise innovation is not only product innovation, but also technological, management, marketing and other aspects of innovation.

Enterprises must adapt themselves to the changing market, formulate comprehensive innovation strategies, and constantly introduce new products, so as to remain in the fierce market forever.

We believe that in the 12th Five-Year, around the main line of changing the mode of economic development, leather industry will make breakthroughs in structural adjustment, brand building and independent innovation.

At that time, bottlenecks restricting the development of the industry will be alleviated, and the pformation and upgrading of the industry will achieve initial results and competitiveness will be greatly improved.