New Development Mode Of Shoemaking Enterprises Under The Pressure Of "Soft Regeneration"

March 18th, nearly one or two years, the global economic slowdown, China market The economy is from "chaos" to "rule". China's business environment has undergone unprecedented changes. Factors such as RMB appreciation, labor shortage and price rise of raw materials, etc. Shoe enterprises The pressure of survival is bigger and bigger.

Against this background, the "hard expansion" mode of many enterprises is out of order. It is inevitable for Chinese enterprises to carry out transformation and implement "soft rebirth". And many small and medium-sized enterprises without high added value, enterprises without real core competitiveness, and enterprises that do not occupy a unique market position, if they can not achieve "soft rebirth", will become increasingly difficult and even die out in the global reshuffle of the fittest.

"Soft rebirth" means that enterprises should comprehensively transform and innovate in many aspects such as development concept, value orientation, business mode, human capital, financing mode, innovation mode, acquisition and expansion, cost control, social responsibility and so on. The main goal is to drive the growth of enterprises through new business models and new management models. The ultimate goal is to achieve "new, refined, green, fast, flexible, sharper, lighter, higher and longer" enterprises. Culture "Soft power" such as human capital and management can drive the growth of enterprises.

From "hard expansion" to "soft rebirth" means the transformation of enterprises. For all shoe companies in the "storm", transformation is an important means to get rid of their predicament and explore the way out. For them, whether the war of transformation can win is directly related to whether they can continue to survive. But the road of transformation is not easy. "Soft power" does not mean that the improvement can be reached to a high level.

　　 Recognize crisis

The crisis is not present today. In fact, since 2008, the cost of raw materials and manpower has started to rise, and the crisis of shoemaking industry has already begun. Only when the external crisis did not appear at that time, most enterprises went on without feeling the urgency of the problem. The current crisis is actually a problem that has been accumulated for many years, all of which burst out in a short time, which makes it difficult for enterprises to bear.

In addition, in the face of the current difficulties, China's shoe enterprises are not the first ones, nor will they be the last ones. In those years, shoemaking enterprises in Japan, South Korea, and Taiwan, Hongkong and other places in China also experienced similar situations at present. That is to say, the upgrading and transformation of industry is inevitable in the development process. Although this process will bring a sharp pain, then it will be a bright development road. Recognizing this, our enterprises will have the confidence to get through this.

　　 Rebirth

China's small and medium-sized enterprises are facing the same domestic and international environment, but some enterprises act fast, try to change the past situation, and constantly adjust their own resources to adapt to the environment, thus gaining development. On the contrary, if it is just waiting, it will be the consumption of enterprise resources, the chance to miss the opportunity of rebirth, and the development of the future, which will eventually be eliminated. Therefore, enterprises must "change" if they want to "reborn".

1., innovation is always the best way to deal with crises. Innovation can solve the old problems that plagued enterprises. On Saturday, the shoe industry had been puzzled by the design of the shoe last. Later, a computer shoe last design and production department was set up. The whole plant planning and main equipment provided by the Sino Italian technical cooperation Emma CNC machine factory were adopted, making the shoe last design not only an obstacle, but became the advantage of the enterprise. This is the contribution of technological innovation to the renewal of production equipment. Similarly, new problems and new approaches are needed. Under this new international and trade situation, our enterprises should improve their own innovative ability, production management and products.

Of course, the birth of a brand is not enough. Only when people are willing to buy your product and enjoy your product, can the brand be molded. In this process, marketing is the most important part. {page_break}

In the current situation, a more flexible and low-cost marketing channel is particularly important. At present, in the field of shoe marketing, the Internet based business model gradually enters the eyes of consumers. According to experts, in the face of the current international financial market turbulence and the slowing down of global economic growth, e-commerce has undoubtedly become one of the most reliable means to help enterprises out of difficulties. E-commerce not only greatly reduces the cost of manpower and material resources in traditional business processes, breaks through the limitation of time and space, makes transaction activities more convenient and efficient, but also creates more trade opportunities for enterprises because of its openness and globality.

2. turn green. The earth is our common home. The beautiful environment is the foundation for our survival. Protecting the environment is also the social responsibility that shoe manufacturers must fulfill. At the same time, green production has also brought benefits to enterprises. Energy saving and environmental protection technology upgrading have led to a decline in costs or a healthy sale of health products. After repeated standard tests, AOKANG group stipulates that the amount of glue for each pair of shoes must be controlled between 20 and 25 grams, which is more than 20% over the original cost. This not only greatly reduces the production cost, but also reduces the use of harmful adhesives and makes the products more environmentally friendly.

3. cusp - the enterprise is sophisticated, the product is sophisticated. First of all, enterprises must understand that the use of high technology is not a simple capital investment, but a change of thought, a transformation of investment mode, and a transformation of the business operation strategy that affects the fate of an enterprise. Anta, XTEP and other enterprises in the industry have invested huge amounts of money to build a first-class R & D center, developing products with independent technological content, core technology, nano technology, steel elastic shock mitigation system and 3D dragon bone ventilation system. Each of them brings great benefits to enterprises.

The 4. is changing social responsibility. China's Kangnai footwear industry has always been the benchmark of China's footwear industry, carrying the banner of national brand, undertaking the social responsibility of revitalizing China's footwear industry, and opening the brand store to the whole world to win glory for the nation.

Wang Hai, the head of the double star, once said, "creating a famous brand is the greatest patriotism, creating a famous brand is the biggest politics." In Wang Hai's view, the creation of national brands is not only the need for the continued existence and development of double stars, but also the national strength and the destiny of the nation. Because in his view, the national feelings, national spirit and ethos of the independent brand are far more important than the brand's economic value.

5. become lighter - Ultra Light asset management. Sichuan's famous female shoe maker AI min shoe industry has tried to light asset operation two years ahead of time, gathering the industry's favorable links, strengthening brand sales and R & D, and making production links in various advantageous ways to improve the efficiency, forming a strong competitive power.

6. higher and higher added value. The male and female leather shoes of Red Dragonfly have always been the leaders of domestic brands, among which men's shoes occupy the forefront of brand sales for a long time. But the red dragonfly is still not satisfied. The company's R & D designers are constantly learning the experience of shoemaking in European fashion brands and making shoes as artworks. This autumn, the Red Dragonfly integrates Chinese famous Jingdezhen blue and white porcelain into shoe design, becoming a new fashion hot spot. By improving the added value of the product, red dragonfly is constantly approaching the distance from the "100 year luxury brand".

The above six changes are important weapons for enterprises to realize "soft rebirth". Enterprises should combine their own circumstances to explore a road suitable for enterprises to "rebirth". It is more appropriate to describe the current dilemma of most shoe making enterprises in China. So what can we do now? Wait for "rain stop"? No, we should first remove ourselves from criticism, strengthen our physique and enhance our ability to resist risks, so that enterprises can develop continuously and healthfully.