Shoe Orders Return To &Nbsp; Dongguan Shoe Companies Are Rushing To Catch Up With High-End Shoe Market.

April 13th, from April 1st, the European Union cancelled China.

However, in the face of this delivered cake, Dongguan shoe manufacturers did not show unusual excitement.

Anyang

Shoe orders return from Southeast Asia

"Our regular customers have returned orders and increased orders, which increased a lot in the first half of this year compared with the same period last year."

Zhang Hongrong, general manager of Dongguan Anyang Footwear Co., Ltd. (hereinafter referred to as Anyang footwear industry), told reporters that since April, new customers from the European Union such as Germany and Italy have also come to China from Vietnam and other places to produce a large number of orders for high-end women's shoes.

It is understood that since the EU imposed anti-dumping duties on Chinese leather shoes in October 7, 2006, many EU orders have shifted to cheaper countries such as Vietnam, Indonesia, Malaysia, India and other countries, even some Taiwanese funded shoemaking enterprises have moved to the zero tariff areas such as Southeast Asia.

This is no less a blow to Dongguan shoe companies that exported to the EU at that time.

According to Zhang Hongrong, according to the usual practice, the anti-dumping duty is borne by half of the producers and importers.

Since April 1st, after the EU cancelled 16.5% high anti-dumping duties on Chinese leather shoes, manufacturers and EU leather shoe importers both won a win-win situation, thereby increasing the EU leather shoe orders.

Jin Jin Footwear Co., Ltd. 70% orders from the European Union, also ushered in the order back.

Wang Jinyang, deputy general manager of the company, confirmed that "orders generally have an upward trend, and the European Union's Germany, Britain and so on have purchasers (actively negotiating with the company)."

Wang Jinyang believes that under the same tariff conditions, the main reason for the return of EU orders is Dongguan's shoe making technology level, complete and efficient industrial matching, strict shipment quality and time.

Li Lianqing, assistant general manager of Dongguan Mei Hua shoe industry Co., Ltd., said that these two days were related to the EU's orders.

Li Lianqing believes that orders will not grow rapidly, is a gradual process.

At present, the Dongguan footwear export market is the first in the United States, followed by the European Union.

The industry believes that the return of this order will undoubtedly lead to the growth of EU's leather shoes export trade.

Wan enterprises began to treat differently.

In 2006, when the EU imposed anti-dumping duties on Chinese leather shoes, many enterprises were on the verge of bankruptcy due to lack of orders.

However, 5 years later, the anti-dumping duty was terminated. When the European Union buyers and distributors took the initiative to send the cake, Dongguan shoe manufacturers did not take all the money but received caution.

"The EU shoe market has not yet fully recovered."

Zhang Hongrong said that after the financial crisis, the economies of the European Union and other countries were affected, and the debt crisis continued, which had cast a shadow over the EU shoe market.

He believes that this crisis is a direct manifestation of the EU's shoe market in a buyer's market position, so that the retail price of leather shoes can not raise prices.

This makes it difficult for EU buyers to purchase higher purchasing prices because of the rising cost of shoemaking.

This makes many Dongguan shoe companies weigh carefully when placing orders.

European Union merchants' orders do not increase, the cost of shoemaking is increasing, and the profit margins are shrinking. These make the enterprises of Zhang Hongrong, Wang and Jinyang have different treatment for the increasing EU orders.

"Low end leather shoes export to the European Union has no profit to make.

We are mainly engaged in high-end shoes. "

Wang Jinyang reckoning that a pair of low-grade leather shoes, the profit margin is 10%, its export price is 50 yuan, each pair of profits 5 yuan, except all kinds of expenses, the low-end shoes basically keep the original; and a pair of high-grade leather shoes factory price 400 yuan, the same profit margin, the profits of each pair of shoes can reach 40 yuan, even in addition to all kinds of additional costs, the profits of each pair of shoes are still considerable.

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In the high-end and ultra high-end shoes market, "this is undoubtedly a business opportunity".

Zhang Hongrong said that the EU's high-end consumer groups can accept the price increase of leather shoes, so the company is going to add two EU shoe production lines to produce high value-added high-end shoes.

Viewpoint

High end shoes are the target of competition.

Wang Zhuoliang, Deputy Secretary General of the leather leather footwear association, believes that the specific data on the return of orders are not yet available, but the abolition of the 16.5% tax rate will indeed reduce the cost of EU buyers.

Chen Dan, a veteran footwear industry in Dongguan, predicts that the termination of anti-dumping duties will inevitably lead to the expansion of the market space of Dongguan shoe enterprises. With the passage of time, EU orders will also continue to flow back.

However, for the time being, the competition of Dongguan shoe enterprises has shifted from the previous price war to the competition of brand quality. Therefore, due to the influence of labor cost and raw material prices, the low-end enterprises will not be competitive and even dare not.

And competition for business opportunities is mainly between high-end shoe making enterprises.