"Single Type" Shoe Enterprises Exacerbate Difficulties &Nbsp; Transformation And Upgrading Should Not Be "Empty".

This year, coastal labor intensive Shoe enterprises Generally encountered business difficulties, reproduce the global financial crisis in 2008, small and medium shoe enterprises to survive. How can small and medium shoe enterprises get out of the "sad year after year"? Reporters found that although the current small and medium-sized shoe enterprises are generally facing external environmental pressure, some of them are brand Management, key technology and subdivision market We should strive to innovate in other areas and maintain competitive growth in a certain way. The industry believes that the call for transformation and upgrading of SMEs has been shouting for many years, and the real market test will come sooner or later. A large number of "waiting list" enterprises only have to face difficulties directly, transform the extensive management mode and take the road of "professionalism, characteristics and delicacy", so that they will not be sad every year.

Output value growth and profit margin decline

In the first three quarters of this year, the small and medium-sized private enterprises accounted for the overwhelming majority. Jinjiang, Fujian Province, one of the characteristics of the private economy in China, completed the industrial output value of about 182 billion 300 million yuan, an increase of 23.7%, with a total revenue of 9 billion 600 million yuan, an increase of 37.2%. In Jinjiang, more than 1.5 SMEs, some of the brand enterprises support the economic market, most enterprises grow slower or even decline. 310 annual output value exceeds 100 billion yuan, and the output value of enterprises exceeds 30%, accounting for about 3/4 of industrial output value above designated size. But at the same time, the output value of Enterprises above Designated Size dropped to more than 300, accounting for about 2 of all enterprises above Designated Size, and the output value decreased significantly. A large number of small and medium-sized enterprises engaged in foreign trade order processing business are more difficult to operate and grow feeble.

In Xiamen, the scale industry output value was 41 billion yuan in September, and exceeded 40 billion yuan for the first time in the month. However, with the growth of total industrial output increasing, the negative profit growth rate of industrial enterprises continues to expand. In the first three quarters, the total profit of 174 small and medium-sized industrial enterprises monitored by Xiamen was 825 million yuan, down 2.57% compared with the same period last year, down 11.26% from the end of the first quarter, 4.27% lower than the end of the two quarter. The main business profit margin was 6.16%, up 1.11 percentage points lower than the same period. In terms of agricultural and sideline products and food processing industry chain, by the end of 9, business revenue increased at 18.06%, but total profit fell 3.77% year-on-year.

Jinjiang Economic Development Bureau, Xiamen Municipal Economic Development Bureau, and some business owners said that after the 2008 financial crisis, many foreign trade Enterprises are scrambled to compete in the domestic market, exacerbating the competition in the domestic market. The small and medium-sized enterprises begin to split up, and the first-line brands can still maintain good growth. In particular, some enterprises lacking core competitiveness can still "barely maintain" in the past, and today they may have to go out. Compared with the financial crisis in 2008, this year's difficult situation will last longer, and the test will also be greater for enterprises.

- "single type" enterprises are facing more difficulties.

Research finds that most of the difficult enterprises are "single type enterprises" who have "just to do, do not stop," and take orders as the "only important business" of enterprises.

Jinjiang is the largest production base of sports shoes in China. It has both domestic and local brands such as Anta and 361, and has a large number of non brand processing plants. Quite a few shoe factories rely on orders from big factories to make a living. They live and do nothing. Most enterprises lack research and development links, and when they see big brands have new products on sale, they immediately copy them. In the past, because of the low management fees, we could earn some money in the past. But with the saturation of the industry capacity and the intensification of the competition in the domestic market, it is more and more difficult to survive in the cracks.

People in the sports shoes industry in Jinjiang generally reflect that the market dominance of several major brands has been established, the development cycle is shortened, and the product replacement is speeding up. After selling a piece of style, it will be discounted, leaving the market space for the "imitation follow suit" processing plant smaller and smaller.

Although the situation is not very good this year, many enterprises are "superior to others" in the aspects of design, key technology and market segmentation.

Yuantong shoe industry does not compete directly with brand sports shoes. Instead, it chooses canvas shoes as its main products. Canvas shoes, which are more fashionable, are not only relatively low cost, but also loved by young people, and enterprises have a living space.

Two years ago, Shishi gage clothing company introduced the technology of cold transfer printing fabric and invested a lot of money in the preliminary and pilot tests, and this year it will be put into mass production. The technology has a "magical" visual effect, ordinary coarse cloth can even print out the visual perception of sweater. Wang Yanzhu, chairman of the company, told reporters that the technology is not only environmentally friendly, but also makes the fabric colorful and rich in cost, and the profit rate can reach 15%. Wang Yanzhu believes that although clothing is a traditional industry, there is still room for technological innovation.

Li Lang (China) Co., Ltd. is the leading manufacturer of business men's wear in China. Orders for this year are still growing at a high level. Hu Chengchu, vice president of the company, said that whether in 2008 or this year, clothing enterprises in Quanzhou were relatively better because Quanzhou had a number of national brands including seven wolves, Jin Ba and nine Mu Wang. Having a brand has pricing power, specializing in R & D and sales, and distributing low profit production links to various processing plants.

Transformation and upgrading must not be empty.

Now that consumption is becoming more and more individualized, the market will become more and more detailed. Large enterprises tend to be mass production on a large scale, while small and medium-sized enterprises are more likely to do well in some aspects. Personalized consumption trends are conducive to SMEs. Like the common faucet handle, there are a lot of articles in the appearance design to attract different consumers. In the process of continuous innovation, large brand enterprises also need to upgrade their supporting small and medium-sized enterprises, thus forming a stable supporting relationship supporting each other, rather than a simple "order" relationship.

Li Huawei, director of Yuantong shoe industry, said that small businesses can not become a "reduced version" of large enterprises. Instead, they should strive to segment the market, dislocation competition, cultivate their unique competitiveness, and strive to establish brands in the "details" of "big products" and get corresponding profits. Most of the small and medium-sized enterprises should transform themselves into professional areas and make "brand" rather than market brand at a certain point.

Large enterprises are inseparable from small and medium-sized enterprises. Small and medium-sized enterprises will always have room for survival, but the key is to abandon extensive management, identify location, and do better. At present, a considerable part of the difficulty is the "waiting list type" enterprises, which fail to cultivate the special advantages that can not be separated from large enterprises, and their fate is in the hands of others.