Tongxiang Shoe Industry Bathing Reform Spring Breeze Stride Forward

In the 80s of last century, the spring and Autumn period of Tongxiang's leather shoes industry began to take off after 30 years of reform and opening up.

According to conservative estimation, the output value of footwear industry in our city is about 4000000000 yuan, which is the core.

[Story 1] Lao Wang's heart knot

In the morning of November 17th, in the Tongxiang Jia Dai Ai Ni shoes and Textile Co., Ltd., the former popular workshop of the lower part was the iron general door.

"In the morning, the workers are on vacation, and the normal work starts in the afternoon."

Zhu Yuming, chairman of the board, said with some reluctantly that this is the first time that his company has given employees a holiday this year.

This is the peak season for shoe manufacturers to produce cotton shoes and cotton boots at this time of year.

However, influenced by many factors, such as weak international market, rising prices, rising wages, and weather factors, this year, shoemaking enterprises are having a bad time. Some small shoemaking enterprises have to give workers long holidays, some even close.

By stepping into the market smell of the leather shoes industry for nearly 30 years, Zhu Yuming realized that the time when the leather shoes industry had been pformed and upgraded in a timely manner, he chose to take the initiative to attack.

Next to the production building, a business building is about to rise.

Lao Zhu said that the building was specially designed for e-commerce.

To enter the Internet "invisible market", in addition to increasing sales, Lao Zhu has another purpose: to expand the market awareness of its own brand "Jia Dai Ai Ni".

"Now the sales of the enterprise's own brand account for only 35% of the total, the rest are OEM production. Only by making the independent brand bigger and louder can we grasp the initiative of the market, otherwise it can only be controlled by others."

The OEM in Zhu Yuming's mouth is known as "OEM" in the industry, that is, the products of the A side's B party, so that the B party can produce the A trademark.

"Rich birds", "Yi Er Kang" and other brand shoes manufacturers are Lao Zhu's partners.

But Lao Zhu thinks that the taste of dressing for others is not good - every pair of shoes enterprises not only need to pay 5 yuan research and development expenses, but also the style is not good, the other side is reluctant to place the order.

One year, Lao Zhu showed 50 styles to customers, and the other one was not selected.

[story two] brand of return

At the beginning of this year, Zhong Hongxing, chairman of Jiaxing San Dan shoe industry Co., Ltd. made a new move: the real production place of leather shoes was displayed on the outer package of products, Tongxiang.

Before that, the women's shoes produced by the company were printed with "Guangzhou".

"Initially worried about the impact of sales, I did not expect the consumer market to calm down, although consumers recognize licensing consumption, but the most concerned about product quality."

Zhong Hongxing regarded this as a successful pformation of the enterprise.

Like most shoe manufacturers, Zhong Hongxing initially went on the OEM.

In the process of OEM for "big bird", "Red Dragonfly" and other large brand enterprises, he sent managers to the other units to learn advanced management concepts and to create a deep corporate culture.

When many leather shoes companies were immersed in the joy of OEM production, Zhong Hongxing resolutely launched their own brand building. In 2005, she first launched the middle class women's shoes brand jasmine with partial leisure style, and achieved good results in Beijing, Shandong and other places.

After the "Jasmine" business matured, Zhong Hongxing faced the shopping mall counters in 2007, and lost no time to launch the high-end ladies' brand "Santa Li".

By focusing on the development, drawing on the market advantages of Guangdong, Chengdu and Fujian, and establishing a better brand operation system, "Sheng Dan Li" and "Jasmine Flower" were respectively awarded the title of "China famous trademark" and "Jiaxing famous trademark" by focusing on the development of three markets.

A pair of "San Dali" brand shoes, proudly stationed in Beijing Wangfujing department store, Hangzhou Yintai department store, big business group and other domestic front-line shopping malls, ranging from 800 yuan to 3000 yuan.

"Now there are 26 leather shoes enterprises for my OEM production. This year, the opening ticket revenue can reach 100 million yuan, and next year is expected to double."

Zhong Hongxing admitted that at present, the company only makes up 20% of its energy for processing international brands and other customers, and more energy is devoted to building its own brand.

Zhong Hongxing set up product research and development centers in Hangzhou and Guangzhou. The cost of R & D has exceeded 8 million yuan a year, and has increased by 30% annually.

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The industry is big but not strong.

Located in the southern part of Shimen, the safety village is a typical leather shoes professional village. In the village area of nearly 3 square kilometers, more than 200 large and small leather shoes manufacturers are scattered, most of them are family workshops, and the main products are OEM.

"A pair of leather shoes, 60% of the profits in the seller there."

Village Party branch secretary Xu Jie said.

In October this year, the Municipal Economic and Trade Bureau dispatched personnel to the leather shoes industry research group, and went to Chau Chuen, Shimen and other places to carry out thematic research on the development of leather shoes industry.

The survey found that 44.6% and 53.6% of excipients and fittings manufacturers and leather shoes enterprises are distributed in the adjacent areas of Chau Quan and two towns in Shimen, namely, the East Tien village, Qingshi village, Xiaoyuan Tau Village, and the village of Shimen and the village of Gao Dun, namely, the Qingshi Township and the lamyang Township, which have obvious spatial agglomeration characteristics.

After a long period of development and self accumulation, the leather shoes cluster in Chau Chuen and Shimen has formed a division of labor in the manufacturing links such as upper, sole, shoe line, glue, shoes and so on. Not only the production service links such as proofing, accessories, sales, logistics, human resources and financial services have been matched, but also the living service industry such as rental of migrant workers is relatively perfect.

Enterprises in the cluster focus on the production of women's shoes, and the production chain is highly separated from each other, and its technological level is constantly improving. Both labor proficiency and market efficiency have a good reputation.

This makes our leather shoes industry cluster occupy a considerable market share, and has a high degree of industry visibility, which belongs to a typical specialized industrial area.

Statistics show that by October this year, there were 601 manufacturers and more than 670 family workshops in the leather shoes industry in our city, including 113 companies, 41 Enterprises with annual sales of more than 5 million yuan, 388 production enterprises for leather shoes, accessories and accessories, more than 170 household workshops, including 83 enterprises, and 16 enterprises with annual sales of more than 5 million yuan.

Unfortunately, in such a large number of enterprises, there is no enterprise whose output value is over 100 million yuan.

In recent years, with the intensification of market competition, some foresighted business owners have begun to take the road of brand development under the guidance of the government's brand strategy.

The original leather shoes manufacturing enterprises, with the accumulation of certain capital strength and production experience, have registered trademarks and created their own brands.

In 2006, the town of Shimen pioneered the establishment of a professional brand name base for leather shoes in Shimen. It introduced the implementation plan of Shimen's professional brand brand base for leather shoes, and formulated a management plan for the admission, examination and exit of the "brand name brand base for leather shoes in Shimen".

In February 2009, Shimen town was awarded the "brand name base of leather shoes in Zhejiang province" by the Zhejiang Administration for Industry and Commerce and the Zhejiang Trademark Association.

Up to now, Shimen and Chau Quan have 138 brands of leather shoes, including 3 well-known trademarks in China, 3 famous trademarks in Zhejiang, and 11 famous trademarks in Jiaxing, and have emerged as shoe making enterprises with output value exceeding ten million yuan, such as "Sheng Dan Li shoes", "Bani shoes" and "Honey shoes".

Whether it is OEM production or self created brand, it is all proved that leather shoes are the terminal consumer products of the market, and the symbolic function of the brand is very important.

Of course, enterprises need to have considerable strength to create their own brands.

It is generally believed that enterprises with an annual output of 500 thousand pairs of leather shoes and an annual output value of more than 50 million yuan are initially equipped with the operation capability of their own brands.

A fact that cannot be ignored is that, because the technical threshold, investment threshold and market threshold of shoemaking enterprises are very low (there are 300 thousand yuan to run a leather shoe factory), although the number of enterprises continues to expand, but the number of OEM processing is more, the number of independent brands is low, the added value of products is low, and there are few leading enterprises such as AOKANG and red dragonfly that can play an exemplary role in the industry.

Product development is mostly based on the imitation of "Guangzhou goods", with independent research and development being few and difficult to win the leading position in the market. This is also a big weakness in the leather shoes industry of our city. The vast majority of leather shoes enterprises are products with similar quality and high-end shoes. The main customer groups are OEM OEM and domestic market, and the whole industry presents a big but not strong trend.

[way out] build Tongxiang shoe brand cluster

"The leather shoes industry in Tongxiang is weak overall, but the prospects for development are considerable."

The leather shoes industry research group of the Municipal Economic and Trade Bureau has made such an assessment after conducting in-depth research on the development of leather shoes industry in our city.

Evaluation is based on objective analysis of domestic and foreign markets.

Leather shoes are consumer goods. At present, the world shoe consumption is about 150-180 billion pairs each year.

China consums about 2 pairs per year and has an annual consumption of about 2 billion 700 million pairs, which is the world's largest footwear consumer market.

The rapid development of economy and the continuous improvement of people's living standards provide a broad space for the development of leather shoes industry in our city.

Opportunities are often accompanied by challenges.

Since the "cake" of leather shoes industry is so alluring, market competition is bound to be fierce.

It is evident from the rapid development of shoemaking industry in China and surrounding areas.

At present, the major shoemaking bases in China are mainly in Guangdong, Wentai, Chongqing, Bishan, Sichuan Chengdu, Jiangsu and Danyang, as well as sports shoes base Fujian Jinjiang.

The former three are far ahead of Tongxiang in terms of output, quality and brand.

Chengdu is awarded the title of "Chinese women's shoes city" by the China Leather Association. Its annual output is close to 200 million pairs, with more than 300 independent brands of footwear products, of which 2 are China's genuine leather shoes, 17 are China's dermis markers, 2 are national exemption products, 15 are the top class products of national shoes, 7 are famous trademarks in Sichuan, and 3 are famous brand products in Sichuan.

In the increasingly fierce competition of footwear industry, how does Tongxiang shoe industry break through a new world? Expanding the favorable factors and dissolving unfavorable factors are effective countermeasures.

The advantages of Tongxiang's footwear industry are very obvious, that is, the strength from the folk has formed a huge driving force, and the disadvantages are obvious. The disordered state formed by this driving force is hindering development.

The investigation group of leather shoes industry of the Municipal Economic and Trade Bureau has put forward the development strategy of "10 billion" Chinese women's shoes capital "in the industrial cluster mode.

The basic way to realize its development strategy is to take industrial cluster as the mode, strengthen the core, adopt the means of planning, organization, scale, brand, market and policy, and through the joint efforts of four or five years, further form the regional agglomeration effect, scale effect, external effect and regional competitiveness, and make Tongxiang leather shoes become famous in the north and south of the river.

Obviously, it is a systematic project to create "China's women's shoes capital".

One of the most important measures is to implement brand strategy. Starting from the reality of leather shoes industry in Tongxiang, we will establish brand building service system, cultivate leading enterprises, and create Tongxiang shoe brand clusters.

Brand is the core of market competition. It is the embodiment of intangible assets and image of an enterprise. The cultivation of brand and the enhancement of its connotation are effective ways to improve the added value of products in an all-round way.

In August last year, the three departments of Municipal Quality Supervision, industry and Commerce and trade and economic cooperation jointly introduced the implementation plan of the quality improvement of leather shoes industry in Tongxiang, and put forward 6 major objectives of quality improvement, including speeding up the development of industrial clusters, encouraging enterprises to create brands, cultivating regional brand names, improving platform construction, strengthening product quality supervision, and strengthening management and services.

The Municipal Quality Supervision Department has intensified supervision over and inspection of key enterprises in leather shoes, intensified investigation and handling of illegal activities in producing fake and shoddy products, and standardized the order of production and operation.

"Traditional industries also need modern management concepts, modern marketing methods and advanced manufacturing technologies."

Jin Shengyang, deputy director of the Municipal Economic and Trade Bureau, believes that the brand strategy is a business strategy, which requires the business owners to sink deeply, bear loneliness and invest.

"Not every enterprise should create a brand, but leading enterprises should have their own brands and give full play to the role of radiation. Small businesses need to do something about excellence and excellence.

If there is no foundation for small businesses to fight brands, they will attack the dominant brands.

In addition, the government should focus on building a public service system.

Pyramid shape is a more reasonable structure for the healthy development of modern enterprise clusters.

But at present, the size distribution of leather shoes industry in our city has a trapezoid pattern, that is, a large number of small enterprises, a small number of medium-sized enterprises, and a lack of large scale enterprises.

On the other hand, we should closely combine enterprise brand building with cultivating leading enterprises, and select a group of enterprise operators who have a certain scale, especially those who dare to work hard, to foster the object of leading enterprises. They should be queued up step by step to support the development in a multi pronged way. Enterprises with certain management bases, independent brands, products with market and sales of more than ten million yuan will be inclined to support in terms of credit discount, financing guarantee, product development, technological pformation, etc., and guide enterprises to change their business philosophy. Through joint stock system, merger and acquisition, joint venture and cooperation, the development of enterprise intensification, collectivization and branding will be realized, and the establishment of footwear enterprise groups will be promoted, and 4 to 5 leading enterprises in the leather shoes industry with a certain reputation in the whole country will be trained. On the one hand, it is necessary for the government to formulate development plans in time and introduce special policies to support the development of leather shoes industry.

In addition, in terms of the development cycle of leather shoes industry, the complete industrial chain includes supply market (base), production market (base), finished product market (base), and logistics market (base) connecting to and outside.

In view of the current situation of the lack of leather shoes Market in our city, some people in the interview think that as the effective carrier to enlarge the brand effect, the establishment of the finished product market (or display and wholesale) is conducive to the development of leather shoes industry in our city.