Rational Return Of Chinese Shoes To EU

After the EU's anti-dumping on China's export shoes was terminated, many shoe manufacturers in Wenzhou exported to the EU were not self satisfied in their joy. Instead, they did not forget the pain, treat them calmly, and return to the EU market in a more mature and rational manner.

When the European Union launched a new safety directive for Chinese toys in July 20th, let China

Since the second quarter of this year, Wenzhou, one of the main export bases of China's shoes, has been slightly more busy than usual.

Two quarter exports to the EU 56 million 960 thousand pairs of leather shoes, an increase of 10.16% over the same period, a decrease of 4.83%.

Trading volume of US $356 million, an increase of 35.26% over the same period, a 21.87% increase of the ring.

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.

From exultation to calm reflection

After China's accession to the WTO, with the huge increase in China's foreign trade volume, various trade frictions against Chinese products, such as anti-dumping, countervailing and technical barriers, are also accompanied.

In 2005, the European Union launched an anti-dumping investigation on Chinese leather shoes.

The EU's anti dumping duty sledge hammers Chinese shoe companies flying to Europe.

Data show that from 2006 to the end of 2010, sales of leather shoes in Europe dropped by 20%, due to the EU's anti-dumping duties, which directly led to 20000 unemployed.

Wenzhou is a major export base for Chinese shoes, which has been hit hard.

With the persevering resistance of the 5 governments such as our government and AOKANG, it finally became "bright and 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.

Stimulated by this good news, many European leather shoes orders originally invested in neighboring countries such as Vietnam, Indonesia, Malaysia, India and so on, have sent "olive branches" to Chinese shoemaking enterprises.

However, exulting, Wenzhou is vast.

Wang Zhentao, vice chairman of the China Leather Association, chairman of AOKANG footwear industry, and the footwear industry, said that the cancellation of anti-dumping duties is a "burden reduction" for Chinese export enterprises. The advantages outweigh the disadvantages, but should not be blindly optimistic and focus on the future of China's footwear industry.

The majority of shoe enterprises should take this as a warning and regulate their own trade behavior.

In the light of past lessons, after the end of anti-dumping, Wenzhou City

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

Since April, the staff of AOKANG import and export company is 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 have been installed.

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 like flying."

In the face of this gratifying phenomenon, Wenzhou shoe enterprises are not intoxicated by the past "looking for orders" to turn to today's "delivery order" good scenery.

The EU's cancellation of anti-dumping information at the end of March 2011, as early as in June 2010, has been foreseen by some EU importers and Wenzhou's export enterprises.

Since October 2010, some of the EU's well-informed or bright minds have begun to peg to Chinese shoe companies.

In October 2010, a large Spanish businessman made the first move and offered the first order to Kangnai. He bought 300 thousand pairs of genuine leather shoes, but the price of each pair was only 10 dollars.

Kangnai believes that the order is large, the grade is too low, the profit is high, and Kangnai brand does not match.

If this order is placed, the enterprise may gradually be dragged into the mire of dumping in the future.

In order to "clean up", Kangnai declined graciously for reasons such as "no plan at present" and "little room for production".

Kangnai chooses orders severely.

The goal of the menu is to make 0EM (OEM) for some famous brands such as the European Union's "BOSS".

They believe that OEM for international big brands is high price and no dumping. Two, we can learn from advanced management concepts and innovative designs.

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 a new round of anti-dumping, enterprises will gradually enter the annual control increment between 10%~20%.

According to Xie Rongfang, executive vice president and Secretary General of Wenzhou shoes and Leather Association, many shoe manufacturers are wisely positioning their products in terms of product positioning, brand, price, style and so on. The export volume of Wenzhou leather shoes to the EU will grow steadily with the increase of 10%~20% this year.

Do not put a "danger line" on a pile.

After nearly 5 years of anti dumping efforts, Wenzhou shoe enterprises now learn not only control over quantity but also reluctantly give up their love, and they also learn 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 we 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.

At present, the anti-dumping tariff barriers against price, though terminated, mean that the next step is technical barriers, security directives, environmental barriers and so on.

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.

Dongyi Footwear Group is making great efforts in building brand and improving added value.

AOKANG shoe industry plans further, establishes long-term plan, climbs to global brand target.

Xie Rongfang, executive vice president and Secretary General of Wenzhou shoes and Leather Association, told reporters that another strategic shift of Wenzhou's export shoes enterprises to rational and cautious return to the EU market is to develop both domestic and foreign markets, and actively explore the domestic market.