Chinese Shoes: Focus On Accelerating Brand Enhancement

　 "Originally, looking for orders everywhere, now the most important task is to pick. Order "

These two days, AOKANG import and export company logistics manager Li Haiyong is very busy. AOKANG's largest customer in the European Union, GEOX, has made about 7.8 million orders a year to AOKANG, and the number of orders this year has doubled. Li Haiyong said last year AOKANG The export of leather shoes is about 2 million pairs. If the order is not strictly selected this year, the number of exports will increase exponentially. Exit Leather shoes in Europe will grow by 20%. "

Besides GEOX, brands such as Sixty, Camens and Wartmnn from Italy and Germany are also coming to the door. "European orders" are coming like snowflakes.

The head of the foreign trade department of Kangnai Group Co., Ltd. also said that at present, the number of visitors to Europe has increased by 20-30% compared with before. According to Xie Rongfang, Secretary General of Wenzhou shoe leather industry association, the export volume of Wenzhou leather shoes will grow steadily by 10 to 20%.

Two years ago, the EU pulled down the anti dumping duty gate and ordered Chinese shoe companies to fly to Europe.

Thanks to the efforts of the Ministry of Commerce and Zhejiang shoe enterprises, the main gate has now been reopened. From this month, the European Union formally cancelled 16.5% of the high anti-dumping duty on Chinese leather shoes. Affected by this good news, many European leather shoes orders originally sent to Vietnam, Indonesia, Malaysia and India have recently been transferred to Zhejiang shoemaking enterprises.

However, in the face of orders like snowflakes, the mature Zhejiang shoe companies are not ecstatic. Upgrading product quality, refusing to fight price war again, and focusing on the gold content of orders. After five years of training, Zhejiang shoe enterprises are returning to the European market with a more mature attitude.

　　 "Sensitive period" should avoid centralized exports.

"If a company has to cancel the 16.5% anti-dumping duty to fight price war, it will affect the healthy development of the industry." The head of a shoe enterprise in Hangzhou suggests that if the product concentrates in a short time, it will cause enterprises to fall into vicious competition, which is not conducive to the re start of the industry in the European market.

In response, Lu, a shoe making office of the China Leather Association, said that after the European Union's anti-dumping duties were stopped, leather shoes orders from Europe would pour into the Chinese market in large numbers, resulting in a sharp increase in the number of leather shoes products entering the EU market in April.

"Enterprises must control the number of leather shoes exported to the EU, extend the export period, and try to avoid concentrated exports from April 2011 to June." Mr. Lu reminded.

　　 Winning the lawsuit has emboldened.

After five years, Chinese shoes finally won the lawsuit against the European Union.

As the largest and longest anti-dumping case in the history of trade between China and Europe, after five years of tug of war, the EU's "anti-dumping" on China's export of European leather shoes ended with the victory of Chinese shoe enterprises.

The lawsuit dates back to October 2006, when the European Union made a decision to impose a 16.5% anti-dumping duty on leather shoes originating in China for a period of two years. After the end of 2008, it entered the sunset review. In December 2009, the European Commission again ruled that the anti-dumping duty would be extended for 15 months until March 2011.

After the implementation of anti-dumping in the EU, five Chinese shoe companies such as Wenzhou AOKANG and Tamar chose to sue. By 2008, when the court of first instance ruled that the Chinese side had lost the lawsuit, only one AOKANG company insisted on appeals. {page_break}

The Attorney General of the Chinese side, who has been acting the case, said that the European Commission will also monitor all imported leather shoes to ensure that no new dumping or other unfair actions occur, thereby avoiding further damage to the European industry. CEC is looking for an omnidirectional strategy that can cover dumping and other unfair trade practices, and market access and respect for intellectual property rights. Therefore, Wenzhou shoe enterprises can not be taken lightly.

Footwear products are the major export commodities in Wenzhou, accounting for more than half of the total exports of the province. Last year, exports of shoes and shoes in Wenzhou exported to US $3 billion 740 million, an increase of 35.78% over the same period last year, and export value ranks first among export products.

　 EU wants new protection measures

Wang Hailong, manager of AOKANG footwear propaganda department, said that although the EU cancelled anti-dumping duties on leather shoes against China, the EU is also seeking new protective measures, so shoe companies should pay attention to it. At present, AOKANG will also make some selection for orders coming from Europe, not all orders. According to him, European customers' leather shoes orders must meet the requirements of AOKANG in three aspects of product price, style and brand strength, and AOKANG will take orders. So, although there are a large number of European orders flying to AOKANG, the company has only received orders from several high-end customers such as Germany Wartmnn.

Wu Sujuan, Ministry of foreign trade of Kangnai Group Co., Ltd., said Kangnai is also selective in order customers. The first is the quantity of orders, followed by the environmental standards emphasized by EU REACH regulations.

Xie Rongfang, Secretary General of Wenzhou shoe leather industry association, reminded enterprises to be prepared mentally and rationally to deal with the EU's decision. On the other hand, the association also requires enterprises to improve the quality of their products, increase the added value of brands, and achieve steady growth in export volume and export prices.