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Wenzhou Shoe Industry Shuffle Speed Up &Nbsp, Brand Child Business Suddenly Rises.

2011/8/25 16:09:00 34

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Wenzhou Shoe Industry Shuffle Speeds Up Brand Child Businesses

According to relevant information,

Wenling City

The footwear industry mainly exports to the Middle East, Africa, North America, Europe and other markets.

At present, the European and American economies

Turbulent

African countries

Smoke of gunpowder

Four, the world's consumer purchasing power has plummeted, causing a direct impact on the city's footwear exports.

Shilin shoe industry is a leading enterprise in Hengfeng. The company originally sold 1 boxes of 24 pairs of shoes in the Eastern European market, and sold 2000 boxes a day. But at present, 1 boxes of 8 pairs of shoes sell 1000 boxes a day, and sales decline by 83%. The sales volume of the company in Ukraine is also reduced from 150 thousand dollars to 20 thousand dollars, a drop of 86.7%.

Since the beginning of this year, domestic inflation pressure has greatly increased the production cost of shoe manufacturers.

The annual structural labor shortage has forced enterprises to consciously attract workers by raising the wages of workers and improving the employment environment. In recent years, the wages of Wenling footwear workers have risen by more than 15% per year, plus the cost of improving the labor environment, the labor cost has increased by 20%.

But the magnitude of raw material rises this year is even more alarming.

Such as sole material TPR, from last year's 8000 yuan / ton to 12000 yuan / ton, or 50%, beef rib from last year's 13500 yuan / ton to 20000 yuan / ton, or 48.1%.

With the implementation of the national financial regulation and control policy, it is more and more difficult for enterprises to borrow money from banks.

To loan

Financial costs increase exponentially, and profits from the appreciation of the renminbi are squeezed.

Part of the switch to domestic sales can reduce risks.

With the increasingly difficult business of foreign trade, many enterprises that originally made foreign trade have adjusted.

Market strategy

To fight in the domestic market.

Taizhou shinisheng Shoe Co., Ltd., which is located in Mu Yu, is originally exported. But this year, it began to try to sell some of its domestic products.

Sheng Jianyun, deputy general manager, said: "now that the situation is changing, we are all looking for stability. We are only doing business with our old customers. We are no longer easy to expand new customers.

Exports have become increasingly difficult to make money, the dollar has been devalued and the amount of money received has always shrunk.

Now, the environment of domestic sales has changed greatly: formerly the triangle debts were entangled, and now the cash reproduction is the first.

At present, we have made 30% rounds of domestic sales. If the export situation is still so severe next year, the proportion of domestic sales will continue to increase, and the proportion of domestic sales will be 70% and exports will be 30%.

Of course, we will not give up exporting and learn to walk on two legs, so the risk will be even smaller.

Relative to the highly competitive adult shoe market, the domestic children's shoes market competition pressure is relatively weak.

According to statistics, China now accounts for 1/4 of the total population under 16 years of age, and about 28 million newborn babies are born every year.

If children of this age group spend an average of 4 pairs of shoes per year, the consumption of children's shoes will be nearly 1 billion 600 million pairs every year, and the market has great potential for development.

In recent years, Wenling children's shoes enterprises, taking the City North Street as the gathering place, have come to a new stage by virtue of their superior quality and low price. They have made great achievements in the two or three tier cities in China.

Taizhou Fu Long lung shoes wholesale shoe store has set up more than 30 stores nationwide.

It depends on brand and quality.

According to the survey, 92% of the more than 6000 shoe enterprises in Wenling account for a small number of small businesses because of their single market structure, difficulties in capital turnover and poor ability to resist risks, resulting in a large number of small-scale enterprises closing down and shutting down production.

Some strong shoe companies seize the opportunity of the industry's shuffling brought by the financial crisis. On the one hand, they can attract more skilled and managerial talents from Guangzhou, Jinjiang and Wenzhou to improve their production efficiency. On the other hand, in order to meet the higher demands of the market, they will improve the quality and quality of products and shape their brands.

The Mesozoic footwear enterprises represented by Fu Delong, Fei Ying, Qing Mei and Bi Ke shoes all have carried out the brand building plan. They have invested huge amounts of money to invite the image spokesperson, hold the new product order meeting, arrange the production reasonably, and become the guide of the middle and low grade footwear consumption market.

The high cost pressure brought by inflation is a disaster and an opportunity. It indicates that the new competition pattern and pattern are coming into being.

As a shoe enterprise, we must adapt ourselves to the implementation of a brand pformation.

We should increase the intensity of product development, constantly adopt new processes, new materials, and new equipment, and strive to create product brand with enterprise personality. At the same time, we must strengthen quality awareness and strictly organize production according to the national industry quality standards or international standards.