Chinese Shoe Giants Force High-End Industry

Under the situation of "made in China" frequently subjected to foreign anti-dumping, demonized and gray customs clearance, China's shoe making industry has not withdrawn, and has actively promoted the high-end industry and won the opportunity to explore a new way to upgrade the industrial level and value-added products by technological innovation. Recently, the official listing of AOKANG footwear technology research institute indicates that China's footwear enterprises are gradually developing their own world brands through independent research and development. Kangnai leather shoes from home to the world rapidly, and gradually create a brand, relying on independent research and development advantages and exquisite shoemaking technology. The innovation spirit of shoe giants has set a good example for the whole industry. At the end of November, the AOKANG footwear technology research institute was officially launched in Wenzhou. This is the first comprehensive scientific and Technological Research Institute of footwear enterprises in China. The shoe industry giants attach great importance to scientific and technological innovation. It shows that under the situation of "made in China" frequently subjected to foreign anti-dumping, demonized and gray customs clearance, China's shoe making industry has no retreat, and has vigorously promoted the high-end industry and won the opportunity to explore a new way to upgrade the industrial level and value-added products with scientific and technological innovation. According to statistics from Wenzhou, China's shoe capital, last year, the investment in science and technology activities of Wenzhou enterprises reached 3 billion 102 million yuan, and 10 new high-tech enterprises of the national torch plan were added, and 14 new high-tech enterprises R & D centers at the provincial level were added. Strengthening independent research and development aimed at high-end industries. Long Yongtu, Secretary General of Boao forum for Asia, said that in the past, Chinese shoemaking enterprises were only engaged in manufacturing, resulting in the loss of pricing power. In the future, they should gradually develop their own world brands through independent research and development, and take the initiative of international trade in their own hands. This is precisely the direction of efforts of many brand shoe companies in China today. It is understood that the manufacturing process of China's shoe making industry is that the raw materials and semi-finished products that are widely circulated in the market are simplified and patterned into shoes, and the degree of independent research and development is relatively low. In developed countries such as the United States and Japan, the average R & D expenses of enterprises are 4%~5% of the total output value. The R & D expenses of shoe brand Nike are 4% of the output value of enterprises, and the cost of Adidas is 3% of the output value of enterprises. It is noteworthy that since last year, the European Union has implemented anti-dumping against China's leather shoes products. A number of appeals shoe companies represented by AOKANG group, Wenzhou Tamar and Guangdong Golden Shoe have been actively dealing with EU trade barriers, while constantly increasing technological innovation and independent research and development efforts, so as to win the opportunity and enhance their competitive edge in the international market. Wang Zhentao, President of AOKANG group, said in an interview with reporters: "from the experience of AOKANG export and coping with anti-dumping, Chinese brands must realize the qualitative change from" made in China "to" Chinese design "and then to" create in China ". Technological innovation, standardization and fashion have become opportunities for China to make greater profit margins and move towards the value chain. In order to achieve technological breakthroughs, AOKANG has invested more than 200 million yuan to introduce 30 world-class production lines, and has set up 3 footwear research and development centers in Wenzhou, Guangdong, Dongguan and Italy Milan in Zhejiang. Every year, thousands of new shoe models are developed, leading the fashion trend of footwear industry. The AOKANG footwear technology research institute, founded recently, is mainly guided by the R & D of R & D products. It is composed of six centers, namely, the new material research center, the standardization center, the product planning center, the product development center, the quality inspection center and the project management center. The main research direction is that the whole shoe industry is faced with the problem of long-term nature which needs to be solved urgently. The results will serve the whole industry and provide comprehensive intellectual support for the upgrading of the industry level. The research institute official said, on the basis of independent research and development, a number of sports shoes, anti-seismic shoes, nano shoes, step shoes and other technology shoes products will continuously flow from here to the market. Creating international brands to make Chinese shoes go to the world today, winning the market by scientific and technological innovation has become the consensus of domestic shoe giants. Zheng Xiukang, chairman of Kangnai group, who has just won the "National Quality Award", said that Kangnai has been equipped with the ability to synchronize with the world in the design and development since it has persisted in scientific and technological innovation and independent research and development for many years. In August this year, two classic Kangnai series shoes made by Kangnai Research Institute were released simultaneously in the global stores of Kangnai group. This is the best proof. It is precisely because of the strengthening of technological innovation and independent research and development, Kangnai group on the basis of improving product quality, continuously develop new high-end products, and through the establishment of overseas marketing network and brand stores to create a brand. It is reported that the export price of some men's shoes this year has reached $45 / double in Kangnai. Since 2001, Kangnai has opened Kangnai's own brand stores in some important cities in Europe and America. Since 2005, Kangnai has penetrated Kangnai's mainstream brands into supermarkets and supermarkets in Paris, Rome and other cities. Now there are more than 200 stores and cabinets of Kangnai brands around the world. According to Chou Hancheng, general manager of Kangnai company, Paris is the first Kangnai group to open a store in overseas countries. Now, there are 11 stores in Paris, and more than 30 shoe stores in the local mainstream shopping malls. As a result, there are more and more French people and tourists from all over the world wearing Kangnai shoes. The leather shoes priced at Euro 60~100 are selling well. Recently returned to Wenzhou to see the order of Kangnai shoes Holland general agent Mr. Zhou also said that in September 12th this year, Kangnai in Hague, Holland store opened, business is very prosperous, many people sit for more than an hour car to Hague to buy Kangnai shoes. Because Kangnai shoes are of high quality and moderate price, they have won a good reputation. One pass ten, ten pass hundreds. "Old customers" bring many "new customers". Among them, seventy or eighty euro to more than 100 euro shoes customers are especially popular, and they can sell 40 pairs a day. It is understood that Kangnai group has decided to vigorously implement the "overseas 1000 store project" during the "11th Five-Year" period, and strive to make Kangnai an international brand with strong influence in 2010.