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The 12Th Five-Year Plan Boosts The Upgrading Of China'S Footwear Industry

2011/3/8 11:43:00 66

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In March 8th, a series of factors, such as price rise of raw materials, rising labor costs and appreciation of Renminbi, made China's footwear industry difficult to export, and there were industrial shocks.

The survival of the fittest is inevitable.

The survival situation of small and medium-sized shoe enterprises in Fujian, Guangzhou and Zhejiang is not optimistic. The closure phenomenon of small and medium-sized shoe making enterprises is not news.

Small and scattered workshop enterprises have been eliminated, but are good at allocating resources and paying attention to them.

innovate

Administration

The standard high quality enterprises are becoming stronger and stronger, showing the situation that the strong Yu Qiang and the weaker are weaker.

Influenced by macroeconomic policies such as rising raw materials, blocked exports, tightening monetary policy, energy conservation and emission reduction, the footwear industry competition is mainly divided into two phenomena:

Some big shoe companies are still aggressive in marketing. On the one hand, they take the initiative to integrate marketing thinking and seize the channel in the shoe industry. They mainly occupy the city's gathering area in the form of monopoly. Stores are single, double, double, large, multi-storey, multi brand, multi product, etc. through the selection of points, we finish the destruction of the various parts of the city to establish the "one city leading edge"; on the other hand, we must strengthen the rectification of the terminal, let the store run with the times, and gradually recover the non benign operation of large shops or proprietary stores caused by factors such as high rents and low returns.

On the other hand, many shoe factories have closed factories or semi closed factories or even went bankrupt, and some shoe companies are in a difficult time.

Therefore, in today's shoe industry competition, enterprises are vulnerable, and it is easy to fall behind or even eliminate at the alarming speed of large enterprises.

The upgrading of China's footwear industry is in progress.

R & D and brand become the two drivers of shoe industry upgrading

In the background of internal and external troubles and the low added value and technology content of Chinese shoe making enterprises, the vast majority of shoemaking enterprises need to maintain a positive attitude to deal with them, namely, to expand the two major domestic and international market space by improving technology and labor productivity and establishing their own brands.

When Chinese shoe companies are upgrading, the first thing to do is product research and development.

R & D is the primary task of industrial upgrading.

Shoemaking enterprises want to survive and need their own unique products to win the market.

Emma CNC CEO Wang Guoquan expressed this view.

R & D and brand complement each other, brand is supported by factors such as product, service, social influence and so on.

The product with superior performance comes from R & D.

No research and development about brand?

For some international brands, such as Nike and Adidas, the leading position of their products is largely determined by their product technology.

Take Nike as an example, Nike has more than 100 technicians engaged in the research and development of new products, and has invested 4 million US dollars in the record for new product development.

Because there are strong R & D technology, R & D personnel, R & D investment backing, so every month, Nike has a series of new products coming out, so Nike can lead the trend of world sports shoes, of course, Nike also earned the profits that Chinese shoe manufacturers sigh.

In addition, the upgrading of shoemaking enterprises needs to make its own brand.

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The 12th Five-Year

Accordingly, the plan put forward the requirement of "innovative economy", that is to say, during the "12th Five-Year" period, a number of advantageous enterprises with independent intellectual property rights and well-known brands and strong international competitiveness were formed.

Looking forward to the future, brand is not only the foundation of an enterprise, but also an important symbol to measure the economic strength of a country.

Without the rise of national enterprises and national brands, the state's economic strength is empty talk, and for an enterprise, too.

Deputy director Lu, deputy director of Peking University's "China brand leader" senior project office, believes that if SMEs can use technology R & D and brand innovation to cope with the current crisis, the crisis can be resolved.

When the industrial structure of enterprises is adjusted, and more high value-added products enter the competition of brand competition and enter the upstream industry chain, enterprises can not only change their low-end image of low cost and low price, but also enable themselves to completely say goodbye to "Marginalization" on the stage of globalization and become the protagonist of the market.