Dongguan Shoe Enterprises Pform Into Brand Research And Development

"BELLE unified the domestic high-end women shoes market situation may be broken by Dongguan shoe enterprises."

Recently, a well-known shoe business leader in a shoe industry forum amazing.

According to its analysis, Dongguan shoe making enterprises, which are mainly Taiwanese funded enterprises, are quietly pforming. The combination of brand research and development and processing and manufacturing has become a road of pformation that some shoe giants are highly esteeming.

Dongguan's annual output of shoes over 1 billion 500 million pairs of "global shoe industry to see China, the Chinese footwear industry to see Guangdong" has been a well-known saying in the industry.

According to the relevant data, after nearly 20 years of rapid development, there are more than 1500 shoe making enterprises in Dongguan, 2000 shoe and shoe matching enterprises, 3500 shoe related materials, leather, hardware, chemical and other related supporting businesses, 2 million employees, and over 1 billion 500 million pairs of shoes each year, becoming one of the important distributing centers for footwear products, shoes and shoes, and other related products.

Unlike other domestic shoe producing areas, Dongguan footwear enterprises mainly rely on Taiwan enterprises, which mainly produce brand sports shoes and high-grade leather shoes, and there are many enterprises that have made OEM processing for world famous brands.

It is said that around 65% of the world's high-end shoes or shoes are from Dongguan, and every pair of sneakers in the world is produced in Dongguan. Most of the famous brand shoes such as Nike, Adidas and so on are produced in Dongguan.

Shoemaking giant quietly pformation, however, in the twenty years of booming footwear industry in Dongguan, the manufacturers of these well-known brand shoes did not focus on the development of brands, and bred a world-famous brand belonging to Dongguan, or even a famous brand in China. This is a pity for Dongguan shoe industry.

"Are these shoemaking giants really willing to make OEM processing for ever?

The answer is of course negative.

According to Lin Zhaojie, chairman of the Taiwan footwear industry association, Dongguan famous shoe making enterprises represented by Xing ang and Huajian have begun to create their own brands and embarked on a pformation road combining brand research with processing and manufacturing.

Take Huajian as an example. As early as October 1996, it invested and established Huajian Shoes Co., Ltd. in Houjie. After many years of pioneering work, it grew into a world-renowned manufacturer of women's shoes, and worked as a foundry for NINEWEST, EASYSPIRIT and other world-famous brands. In recent years, it has built a new large factory house in Nancheng.

In 2006, Huajian, with its production experience and technology, was unwilling to make a bridal dress for others, and invested heavily in the establishment of Warburg research and development center in Dongguan. At present, its R & D center has basically developed a highly skilled and professional technical personnel system, such as R & D and design, and employs nearly 30 professional designers from Italy, Brazil, West and North China, and more than 300 floor and surface divisions.

On the basis of R & D, Huajian has established its own brand COLCO, Alan Delon, Jackie Chan and other brands, and has introduced the world's advanced sales concept to form its own sales network.

"Huajian, founded by OEM, has already become a strong basic strength for leading women's shoes enterprises in China."

Qiu Xiaoguang, President of Guangdong footwear industry association, pointed out that Dongguan shoes industry has a solid foundation for manufacturing, standardized operation of the market and complete industrial support. The basic elements suitable for the development of shoemaking industry are still widespread. At present, though faced with difficulties in anti dumping and cost raising, as long as leading enterprises have the determination to take root and pform, Dongguan shoes industry still has good prospects for development.

"Dongguan Houjie and Guangzhou as high-end footwear manufacturing centers and R & D and trade platform will become the best regional interactive mode to guide the future development of China's footwear industry."