Rational Leather Shoes &Nbsp; After The Termination Of Anti-Dumping, Return To The EU Market.

When the European Union launched a new safety instruction for Chinese toys in July 20th, making the Chinese toy industry pressure, China's footwear industry is in the forefront of the European Union.

Since the two quarter of this year, Chinese shoes The market of one of the main export bases appeared slightly more busy than usual. In the two quarter, 56 million 960 thousand pairs of leather shoes exported to the EU increased by 10.16% over the same period last year, a decrease of 4.83% compared to the same period, with a turnover of 356 million US dollars, an increase of 35.26% over the previous year and a 21.87% increase over the corresponding period.

According to the reporter, at the end of March this year, after the termination of the EU's anti-dumping on China's export shoes, many shoe manufacturers who exported to the EU were not self satisfied with joy. Instead, they did not forget the pain and calmly treated the scar, and returned to the EU market in a more mature and rational manner.

Change from exultation to calm reflection

After joining the WTO, with the huge increase in China's foreign trade volume, China's products are becoming more and more important. Anti-dumping Various trade frictions, such as countervailing measures and technical barriers, are also accompanied. In 2005, the EU launched an anti-dumping investigation on Chinese leather shoes.

The EU's anti dumping duty sledge hammers Chinese shoe companies flying to Europe. According to one data, from 2006 to the end of 2010, the sales of leather shoes exported to Europe dropped by 20%, due to the EU's anti-dumping duties, which directly led to 20 thousand unemployed people. The main export base of China's shoes was hit hard.

With the perseverance of the 5 governments of China and the government, finally, "the flowers are beautiful." 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, in spite of the exultation, the vast majority of shoe companies have turned to calm and deep reflection. The head of China Leather Association cautioned the vast number of shoe enterprises. Although the anti-dumping measures have been terminated, Chinese shoe enterprises must learn from them, seriously study the EU's laws and regulations on leather shoes export, standardize their own business practices, abide by industry rules, and create a favorable environment for the export of Chinese shoe enterprises.

From "placing an order" to "picking an order"

Since April, Xie The staff of the import and export company are very busy. After the cancellation of the anti-dumping duty, a number of wholesale and hundreds of thousands of pairs of leather shoes wholesale to the EU are being installed.

Import and export company responsible person said, the first export of leather shoes is the largest EU customer GEOX orders. Previously, the company had reached about 1500000 pairs of orders at the peak of its annual orders, and less than 1 million orders had been affected by anti-dumping. 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, a large number of shoes, such as Dong Yi, Ju Yi, Jin Di, and so on, have won the European Union's orders. They are also flying like snowflakes.

Giant group is the first export enterprise of footwear industry in Shandong 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 the association of shoes and leather shoes, many shoe manufacturers are wise to take the "control list" standard of product positioning, brand, price, style and so on. The export volume of leather shoes to the EU will grow steadily by 10% to 20% this year.

From "big road cargo"

Change from "to"

In the past 5 years, the shoe companies that had suffered from anti-dumping duties had not only learned to control quantity, but also reluctantly cut off their love. They also learned to improve their quality and take the road of transformation 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, thinks that they are not without problems, but there are many things that are not standardized. For example, there are many undesirable qualities. In the past, people's criteria for quality were not firm enough to withstand wear. Although the problem of strong shoes has been 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 the shoes in the EU market "not afraid of wind and rain," the group is leading the majority of shoe enterprises to take the "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.