Wenzhou Shoe Enterprises Return To EU Market In A Mature And Rational Manner

Recently, China

According to the reporter's understanding, at the end of March this year, after the EU's anti-dumping on China's export shoes was terminated, many of the shoe manufacturers in Wenzhou exported to the EU were not self satisfied with joy. Instead, they did not forget to treat them with pain and treat them in a more mature and rational manner to return to the EU market.

Calm reflection

After joining the WTO, with the growth of China's foreign trade volume,

Since April 1, 2011, the European Union has formally lifted 16.5% of the anti-dumping duties on Chinese leather shoes.

So far, the unreasonable trade protection measures, which have lasted for nearly 5 years, have finally come to an end.

However, with great exultation, the majority of shoe manufacturers in Wenzhou turn to calm and deep reflection.

The head of China Leather Association cautioned Wenzhou's shoe manufacturers. Although the anti-dumping measures have been terminated, Chinese shoe enterprises must learn from them, earnestly study the EU's laws and regulations on leather shoes export, standardize their own business practices and comply with industry rules, creating a favorable environment for the export of Chinese shoe enterprises.

Since April, the AOKANG import and export company has been very busy. After the anti-dumping duty was abolished, hundreds of thousands of pairs of leather shoes wholesale to the European Union were installed. A group of EU customers stared at the leather shoes waiting for the start.

AOKANG import and export company responsible person said, the first export of leather shoes is AOKANG's largest EU customer GEOX orders.

Prior to the company's annual orders to AOKANG reached about 1500000 pairs of peaks, after the impact of anti-dumping orders less than 1 million pairs.

At the beginning of this year, it was learned that the EU anti-dumping duty would be abolished. In the first quarter, the GEOX company's orders increased by 70% compared with the same period last year.

Reporters learned that Kangnai, Dongyi, giant one, Jindi and a large number of shoe enterprises to get the EU's orders are also "like snowflakes flying."

Giant group is the first export enterprise of footwear industry in Zhejiang Province, and also the leading enterprise of export to the European Union.

Pan Jianzhong, chairman of the board of directors, said that after the end of anti-dumping, orders did increase substantially.

But our principle is "prudent" and we should not rush to the effect of "rush into mass action".

From the point of view of management, the reopening market also has an adaptation process to the enterprises themselves.

Therefore, in order to prevent the emergence of a new round of anti-dumping, we will gradually enter the annual control increment between 10% and 20%.

According to Xie Rongfang, executive vice president and Secretary General of Wenzhou shoes and Leather Association, many shoe manufacturers are wise to take the "control list" standard of product positioning, brand, price, style and so on. The export volume of Wenzhou leather shoes to the EU will grow steadily by 10% to 20% this year.

From "big cargo" to "Goodyear"

In the past 5 years, the Wenzhou shoe enterprises, which suffered from anti-dumping, have not only learned to control quantity, but also reluctantly give up their love. They have also learned to improve their quality and take the road of pformation and upgrading.

Quality and price are the positive and negative sides of a coin.

Low quality products and low-grade quality are naturally low selling prices.

Zhou Jinmiao, general manager of Kangnai, believes that seeking truth from facts is that they are not without problems, but there are still many non-standard things.

For example, there are many undesirable qualities.

In the past, people's criteria for quality were not firm enough to withstand wear.

Now that the problem of Wenzhou shoes is firmly solved, the international market has come up with new quality standards, such as environmental protection standards and safety indicators.

Therefore, the rational return to the EU market, but also to get rid of the "big road", in the quality management work hard.

In order to make Wenzhou shoes not afraid of wind and rain in the EU market, Kangnai group is leading the Wenzhou shoe enterprises to take the Goodyear road.

The company introduces the world's most advanced equipment technology, with top-grade leather materials, special accessories and special crafts, to make solid, comfortable, fixed foot special, new and different high-grade leather shoes, the price is 6-7 times of the "big road" leather shoes, and the selling price in the international market is 2000 yuan and a pair.