China'S Footwear Industry Must Go Its Own Way

China's footwear industry is lack of innovation, whether it is style, or with new practical functions of footwear varieties are imported from abroad, China's shoe-making enterprises are basically following others.

In 2007, it was the "made in China" event. All kinds of quality problems were frequently exposed, from aquaculture products to toothpaste, from beach cars to automobile tires, from toys to mobile phones, from food to medicine.

For a time, China's export products triggered a "trust crisis" in the international market.

At present, the footwear industry in China is somewhat "made in China" in miniature.

China is the largest footwear industry in the world. Shoemaking industry is a traditional dominant industry in China.

In recent years, China's footwear industry has an average annual growth rate of 23%, much higher than the growth rate of GDP in China.

According to conservative estimates, at present, there are 2 shoe making enterprises in China, with 1 million 600 thousand employees, annual output exceeding 7 billion pairs, accounting for more than 60% of the world's total output, and exports account for more than 53% of the world's total.

Qian Jinbo, vice chairman of Shanghai Wenzhou chamber of Commerce and chairman of Red Dragonfly Group, said: China's footwear industry is not only huge, but also has great disparity in technology, product technology and processing quality compared with developed countries in the world, and even has reached a very high level in some aspects. Many world famous brands have proved this in China's OEM production.

But the rapid rise of China's footwear industry has also encountered unprecedented challenges. The 8 word is summed up as: big manufacturing country, small brand country.

Mainly manifested in: large output, but low grade products; heavy manufacturing, but low R & D capability; strong production, but poor marketing; heavy products, but weak brand building.

China's footwear industry is lack of innovation, whether it is style, or with new practical functions of footwear varieties are imported from abroad, China's shoe-making enterprises are basically following others.

Wenzhou is one of the famous manufacturing bases for light industrial products in China. Among them, leather shoes, clothing, glasses, lighters and other products have won the awards, ranking the first in the country.

Therefore, as vice president of the Wenzhou chamber of Commerce, Qian Jin Bo talked about Wenzhou's sustainable development. He stressed that we should give full play to and tap the existing economic advantages of Wenzhou, effectively guide enterprises to carry out management upgrading and strategic planning, and stabilize their feet before moving to the whole country and even the whole world.

He said: "no matter what other industries made in China, or in terms of footwear industry, technology and brand are the main factors that decide the success or failure of enterprise competition.

The two will not keep up with the needs of enterprise development overnight, which is also the main tool for international enterprises to monopolize industries.

While many shoe makers are still concerned about their comparative advantages, red dragonfly pioneered the "blue ocean" of China's footwear industry, creating the first pair of sports shoes in China.

This is not only a simple enterprise behavior, but also a new concept for the development of China's manufacturing and China's footwear industry. This is undoubtedly an icebreaking move, which will strongly change the stereotype of China's manufacturing products with low technological content and lack of innovation.

This forward-looking approach is worth learning from Chinese private enterprises.

At the end of the day, Qian Jinbo said, to create an effective international influence, "made in China" must fundamentally enhance the technological content of products, set up the independent brand and take the road of combining Chinese creation with Chinese manufacturing, so as to continuously increase the score for "made in China".