"Double Famine" Is Coming Back To &Nbsp; How Should Chinese Shoe Enterprises Cope?

In recent years, due to the situation at home and abroad, recruitment is difficult and "

According to the analysis of enterprises, because the main export market status has not changed, the recent crisis in Europe and the United States is likely to aggravate the fluctuation of labor and employment in China and even create a shortage of labor shortage this winter and spring.

Cao Xiaojian, deputy general manager of Jiangsu sainty Limited by Share Ltd, said: "since the beginning of this year, Europe and the United States have been constrained by their slow economic recovery, and buyers' purchasing intentions have been very weak. The shortage of orders has forced the considerable number of export enterprises in China to maintain a low level of employment while greatly reducing the adjustment and adaptability of the manufacturing chain."

With the depletion of inventory, the daily consumption of goods in the US and Europe is likely to have a gap period in the next spring. The local buyers will not rule out the possibility of adding a large number of urgent and short lists to Chinese enterprises, plus the coming Spring Festival next year.

The most direct reason for the shortage of labor is the pick-up in orders.

In order to solve the problem of "labor shortage and recruitment difficulties", many enterprises are just suffering from headache and pain. Only by raising wages and treating their employees well, they can solve problems. Although it is an immediate solution, it can alleviate the grim situation, but it is not a long-term solution.

Moreover, recruitment difficulties will not disappear as time goes by, but on the contrary, they will become more and more serious.

In the report on the status quo and trend of SMEs recruitment, the lack of popularity and employer brand leads to the most severe challenge for enterprises to attract talented people.

The high brand assets of enterprises imply that the enterprise has strong funds, strong strength and perfect system of all aspects of the enterprise, and social talents also think of the welfare and security provided by the enterprise for their employees.

In this way, enterprises should enhance brand equity and attract more social talents.

With the upgrading of industrial structure, the demand of industrial workers has also changed.

In the early years, the industry focused on the physical needs of the laborers, and the demand for workers' knowledge was very low, while the industry shifted to high-end. The demand for industrial workers paid more attention to labor skills.

According to the statistics of the Ministry of labor and social security, at present, the supply of skilled workers in the labour market, especially high-quality compound skilled workers, is in short supply. The ratio of supply and demand is 1:8. That is to say, the shortage of labourers in the labor shortage is more in line with the demand of the workers' skills, and it does not mean that there is a big gap in the overall labor input.

What needs to be reconsidered is that the expansion of university enrollment and the employment of university students have become a difficult problem, while skilled workers are in short supply. Vocational and technical education needs more effort to adapt to the further needs of industrial upgrading.

Therefore, in today's product homogenization, market competition is brand competition.

Only by raising brand equity can we have a foothold in the market.

For small and medium-sized shoe enterprises, it is possible to enhance brand equity through three strategies.

First, brand positioning, clear target groups.

According to the needs of the target group, we can identify the differentiation characteristics of the product, so as to establish a distinctive brand image and form a distinct brand positioning.

XTEP is a typical example. Its target group is targeted at young people, and according to the characteristics of young people, it has created a set of distinctive culture suitable for its own brand: fashion, avant-garde, freedom and treason.

Without brand positioning, products are very similar, and there is no difference.

Second, brand image must have a distinct personality.

Brand image refers to the overall perception of the brand by consumers.

The shaping of brand personality should leave a deep impression on people. They can find and select symbols that can represent brand personality, and use various forms to express the special personality of a brand.

Just like you can see the m of the two arches, you will think of McDonald's.

Only by shaping the positive brand image of consumers can we enhance brand competitiveness and achieve enterprise marketing objectives.

Third, brand equity must have an obvious premium capability.

For example, a sports shoe, a brand printed with Nike, the other without any trademark, a brand conscious consumer, willing to pay a higher price, and choosing to buy Nike sports shoes.

This is the difference between brands, brand means credibility, is a commitment and protection.

Looking forward to the future, whether industrial upgrading, enterprise pformation and pfer can really solve the employment and employment situation behind the "labor shortage" and change the "shock wave" are the concerns of many people.

At present, the focus of guiding the industrial pformation and upgrading is placed on the enterprises. There is not much consideration for the employment needs and ideas of the workers. It is very likely that the enterprises will move away and the workers may not be willing to follow the enterprise.

In addition, the fluctuation of employment may increase further in the future. If we do not consider it in terms of policy, it is very likely that the "surplus" of laborers will be aggravated in coastal areas, and the social pressure brought by it should not be underestimated.