Looking At The Independent Brand Shoe Companies Under The Financial Crisis

Because of the sluggish market, the traditional industry market is weak, and sales are sluggish.

Production and operation show polarization phenomenon. The independent brand enterprises and export oriented enterprises are in sharp contrast. XTEP and other famous brand enterprises continue to maintain a good momentum of development. However, export oriented small-scale enterprises are suffering from insufficient foreign orders, and the capacity of enterprises is insufficient.

Brand support to create a new mode of operation

According to the figures provided by the city's economic analysis conference, we find that compared to small and medium-sized enterprises, the days of shoes and clothing enterprises in Quanzhou are generally better.

In the first quarter of this year, Anta, XTEP and other listed brand enterprises are in the first quarter of this year.

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It is understood that in order to encourage enterprises to build their own brand, Quanzhou City

With the appearance of its own brand "good baby", Liu Huixian, general manager of Jinjiang Hui Chi shoes industry, deeply felt the importance of an enterprise's own brand.

Fai Chi shoes industry mainly produces adult sports shoes and casual shoes.

In the past two years, with the increasing competition in the industry, the difficulty of capital withdrawal and the increase of labor costs, the profit margins of OEM production have gradually become very small, and the reduction of orders has led to insufficient start-up of enterprises.

At this time, Liu Huixian began to realize that he had to create his own brand and pformation and upgrading so that he could continue to develop.

Through market research, they found the brand of baby shoes empty.

After months of hard work, Fai launched its own brand, "good baby". It has been in the market for only two or three months, and the market reaction is good.

Because of the brand's drive, the profits of the products have been improved, the order quantity has begun to pick up, and the production line of the Huizhi shoe industry has started to rotate at full speed.

"Although we need sufficient pre preparation and strong financial strength to build our own brand, we will face other difficulties, but this is an inevitable path."

Liu Huixian said.

The data show that the anti risk ability of brand enterprises and non brand enterprises is indeed different.

For Anta, XTEP, seven wolves and other brand enterprises, the gross profit margin of producing a product is about 30%, while the average OEM export enterprises average only about 10% gross margin.

In addition, because many brand enterprises have built huge marketing networks in the whole country, these franchised stores have nationwide networking. Therefore, brand enterprises can respond quickly to market supply and demand and adjust production plans accordingly.

Turning to Anta's 2008 annual report of 895 million yuan in net profit and 66.38% increase, the company chief operating officer Lai Shi Hsien said: "the key is that Anta has focused on brand building in recent years, has accumulated a certain brand premium capability, so as to get rid of the low level of cost competition.

This is also the reason why Anta's sales volume has remained stable after last year's strategy of product price increase. "

Technological R & D innovation to provide lasting competitiveness

"Technological innovation is the core of an industrial product brand, and the reason why it is important is that it is the engine for sustained growth of the output value of enterprises."

Related industry analysis.

"For enterprises, to achieve sustainable development, we can not do without the support of technological R & D.

The upgrading of corporate brand image also depends on the continuous innovation of technology.

Lai Shixian, chief operating officer of Anta, said.

It is understood that Anta's R & D expenses accounted for the percentage of sales, which was 0.2% in 2005, 0.5% in 2006, and 2.5% in 2007. This figure has risen to 3% in 2008. In 2009, it will continue to increase investment in research and development, and it is expected to reach 4% to 5% of sales revenue.

"It is precisely to continuously increase R & D investment, strengthen the brand's technology content, and also ensure the strong development momentum of Anta."

Lai Shixian said.

Reporters learned that XTEP and Shanghai Shanghai Zheng Nano Technology Co., Ltd. jointly developed and has the leading international technology of nano silver antibacterial sports shoes.

Hongxing Erke has established a cooperative relationship with the Institute of Chinese Academy of Sciences, which mainly provides antibacterial materials for shoes and footwear products, and is responsible for the whole process supervision and technical service of the antibacterial function of Hongxing Erke sneakers.

And through the cooperation with professional institutions, he has "nanotechnology", and 361 degree has "cheetah bionics" technology and so on.

The seven wolves have increased the efficiency by 40% - 50% by introducing the fast running suspended hanging pipeline - hanging intelligent system.

"Technology is a booster for brand to realize value added, and is also an essential factor in building brand's lasting competitiveness."

Wu Xingqun, deputy general manager of seven wolf industrial Limited by Share Ltd.

Optimizing supply chain and building core competitiveness

"Do what you do best, and outsource the rest."

This sentence has always been regarded as the golden rule by Nike.

Today, a large part of Quanzhou's many brand enterprises that still remain "independent" under the financial crisis have benefited from this way.

By making use of the existing industrial clusters and industrial chains in Quanzhou, and connecting the upstream and downstream sectors, we have achieved substantial returns.

Take sports shoes as an example, Jinjiang now has a chain of shoes, shoes, shoe design, research and development functions.

This is known as the world's most perfect sports shoes industry chain, producing 1/4 of the world's sports shoes.

In chedai, Jinjiang, due to the development and extension of the sports shoes industry chain, the shoe material "one street" has been formed for several kilometers, and all the raw materials, accessories and shoe machines of the sports shoes can be completed locally.

The integrity of the industrial chain provides conditions for enterprises to optimize supply chain and realize virtual operation.