Guangdong Shoe Industry: Improving The Added Value Of Products Is An Important Way Out.

China has been implementing reform and opening up for thirty years. The leather and footwear industry of Guangdong province has experienced an unprecedented high speed development stage, and has won worldwide attention. Now it has become a well-known footwear and leather goods production and export base in the whole country and even the world. Its output accounts for half of the country, accounting for 1/4 of the world's total.

The current economy is in the rear.

On the occasion of "2010 Guangdong leather and shoemaking industry thirty years development achievement advantage enterprise selection" activity, the reporter interviewed the chairman of Guangdong Footwear Manufacturers Association and Wang Jianxin, chairman of Guangdong Leather Association, on the development of leather and footwear industry in Guangdong Province in the post financial crisis era.

He Guiling, President of Guangdong Footwear Manufacturers Association

Improve product

In an interview with reporters, He Guiling, President of Guangdong Footwear Manufacturers Association, pointed out that in the current global financial crisis, the following effects still exist. If the government advocates enterprises to turn to domestic sales, Guangdong footwear industry should pay attention to opening up the domestic market, actively implement the market diversification strategy, and participate more in the domestic market competition to expand the brand influence and enhance the ability to resist risks.

Improving the competitiveness of enterprises by technological innovation and enhancing the added value of products by brand development is an important outlet for the development of footwear industry in Guangdong in the future.

The world shoe industry looks at China, and the Chinese shoe industry looks at Guangdong.

According to the introduction, hundreds of thousands of shoemaking enterprises in Guangzhou, Dongguan, Shenzhen, Heshan, Huidong and so on, as well as the footwear market represented by panicles and deep places, outline the territory of Guangdong footwear industry, and Guangdong women's shoes represented by "BELLE" and "Saturday" have become the leading brands of China's footwear industry. In addition, overseas footwear brands represented by "Goldlion", "playboy" and "crocodile shirt" have also settled in Guangdong and become the tax payers of Guangdong leather circles, all of which have added infinite impetus to the development of the industry of the Guangdong footwear industry, which has also won the reputation of the shoe industry.

In addition, He Guiling also believes that the export business to domestic sales, but the domestic market has not yet fully opened, at this point, the export order as long as there is a profit will be connected.

The future export price may be improved after the domestic sales channel is paved.

"As long as we receive orders and then export, it is easier to come, but now, including channels, management has become our content."

He Guiling told reporters.

"Increasing exports and falling prices for long periods of time is not a way. It is always led by others.

This export situation forces us to innovate.

He Guiling also said that the association is trying to advocate various ways to establish brand awareness.

Therefore, in June 1st this year, the association set up a technical innovation Committee for this purpose, and actively advocated shoemaking enterprises to establish brands and enhance the added value of shoes.

China's rich raw material resources, perfect industrial chain, huge processing capacity, sound sales and market network, political and social stability, and other advantages that contribute to the sustained development of the industry are difficult to replace in other countries and regions in a short time.

But it is undeniable that with the rise of labor costs and the expectation of RMB appreciation, China's competitive advantage is gradually weakening.

At present, the RMB appreciation, raw material prices rose sharply, wages increased, many small and medium-sized shoe enterprises were forced to bitter pformation.

At present, there are still few products with high added value and high technology content in the footwear industry. Enterprises should gradually realize the export from products to capital output, brand output, adjust product mix, improve product quality and grade, and increase the added value of products.

Only in this way can the shoe enterprises guarantee their favorable position when they export.

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According to the expectation of the customs, the export of shoes will continue to recover in the future, but in the future, the export of Guangdong shoes is still under pressure from the outbreak of trade measures and the improvement of product quality.

The largest export volume but low added value is the biggest weakness of China's footwear export industry.

Adjusting the industrial structure and enhancing the added value of products, the business strategy that focuses on shifting the business focus from production and processing to leading brand value will help the long-term competitiveness of Guangdong shoe enterprises.

He Guiling emphasized that the footwear industry in Guangdong must strengthen its independent innovation, create its own brand, increase its added value and enhance its overall image.

Wang Jianxin, director of Guangdong Leather Association

In the post financial era, the market potential of Guangdong leather industry is still huge.

Wang Jianxin, chairman of Guangdong Leather Association, said in an interview with reporters that the product structure and industrial structure adjustment of Guangdong leather industry is accelerating. Small businesses are being consolidated by large enterprises. Some of the small businesses that originally made OEM export have been pformed into large factories, and the industrial division has been further refined to speed up the direction of intensive development.

The next few years will be a critical period for the leather industry to overcome the fittest and adjust the industrial structure.

Wang Jianxin stressed to reporters that "in the next 20 years, the leather industry in Guangdong will continue to move forward step by step, and its influence on the international market will also be further enhanced."

Wang Jianxin provided a set of data: in 2009, the total amount of tanned light leather in Guangdong amounted to 96 million 251 thousand square meters, the total output of leather shoes reached 1 billion 133 million pairs, the total output of leather garments was 2 million 172 thousand and 200, the total output of leather bags was 374 million, the output of leather shoes and leather goods bags ranked first in the country for many years, and the export of leather products in Guangdong Province amounted to 56 billion 629 million yuan in 2009, ranking the first in the same industry in the whole country.

For the international market, the export of leather products in Guangdong has always been the first in the country.

With the recovery of the economy, 2010 will enter the stage of "healing" in the post financial crisis era. However, due to the appreciation of the renminbi and the increase in labor costs, Guangdong's leather industry still faces many uncertainties.

In this regard, Wang Jianxin's words is undoubtedly a centering heart Dan.

He told reporters that from the domestic market, China's leather industry still has considerable demand space.

He gave reporters such a comparison, he said, the average American consumption of 7 pairs of shoes per year, while China's average annual consumption of consumers 1.5 pairs of shoes, indicating that the domestic market will provide a broader development space for the leather industry.

Leather products have the characteristics of practicality, individuality and fashion, and their cost performance is relatively high. Therefore, they are loved by consumers in Europe and America, the Middle East, Africa, Russia, Japan and Korea, and this trend will continue.

What is worth our attention is that in Guangdong, especially in Guangzhou, a number of international leather products display and trading platforms such as "Guangzhou Baiyun world leather trade center" and "Ming Shang Di leather hardware faucet market" have also been formed, forming a circle of western footwear business circles and catalpa garden leather business circles, which provide an intermediate channel for Guangdong leather products to go international.

In the post financial crisis era, with the arrival of the brand era, brand marketing of enterprises has shown new thinking and bright development of Guangdong leather industry. It no longer just stays in the stage of "making clothes for others", and begins to build its own famous brand products and famous market.

"I am also glad to see that in recent years, there have been famous brands such as" BELLE "," Saturday "," Wanlima "," Wanlima "," Kaiser "and" crown "at home and abroad in the leather industry of Guangdong Province, and BELLE" women's shoes "," crown "leather products and" Kaiser "have become truly" Chinese famous brand "products.

This shows that the brand awareness of our leather and leather industry operators is getting stronger and stronger.

According to Wang Jianxin, 90% of BELLE's shoes are sold to the domestic market, and the sales network of the brand is expanding gradually.

"This shows that our leather and leather products can not only be made out of stock, but also can be sold domestically."

"And it can be bigger and stronger, like" BELLE "," Saturday "and" Kaiser, "all 3 companies are listed. Wang Jianxin added that his words are full of confidence.

Then our government and associations have begun to guide enterprises to do OEM, while encouraging everyone to create their own brands so that we can learn to walk on two legs.

It is reported that up to now, Guangdong leather industry has 31 famous brands in the province, and 48 famous trademarks in the province.

It is understood that strengthening the brand awareness of enterprises, training enterprises to become the main body to create their own brands, encourage qualified enterprises to create provincial, national and even international brand names.

Enterprises with famous brand products will be given priority in expanding production, technological pformation, development and scientific research.

It has become the consensus of industry associations and governments.

Wang Jianxin said: "the geographical advantages of adjacent Hong Kong and Macao, the complete industrial structure of the supply chain, a steady stream of international orders, and our opening up to the domestic market, I believe our leather industry in Guangdong has a broader stage and will shine brilliantly on the stage of the international leather industry."