Brand Internationalization Is The Ultimate Way Out For Chinese Shoes

The anti-dumping of EU shoes has been aimed at China. On February 23, EU Trade Commissioner Mandelson said that the European Commission proposed to levy a half year temporary anti-dumping duty on leather shoes made in China and Vietnam from April 7. Within six months, the anti-dumping duty on leather shoes imported from China will gradually transition from 4% to 19.4%. It is reported that the European Commission will submit the agreement to 25 member states for a vote on March 9. Despite strong opposition from China's Ministry of Commerce and a large number of Chinese shoe companies, the EU still seems to be sticking to the issue in order to protect the interests of shoe manufacturers in Member States. Some observers here pointed out that if this trade war worsens, it may lead to a situation of losing both sides. It should be noted by the European Union that 80% of the shoe-making equipment in the EU is exported to China every year. Due to the upgrading, China's shoe industry imports a large number of footwear chemical products, leather products and supporting materials from Europe every year. Before Chinese shoes are exported to the EU market, the EU's shoe industry has transferred a large number of production problems. It is an obvious fact that if the trade of shoes between China and Europe is affected, it will not only directly damage the interests of EU consumers, but also the European footwear equipment industry will face shrinking due to the reduction of China's footwear imports, and the trade costs of EU importers will also increase greatly. Some data show that if the EU imposes 20% anti-dumping duties on shoes from Asia, the price of shoes in the EU market will rise by 5%. It can be foreseen that fierce debates will break out among the relevant industries and stakeholders within the EU for Chinese shoes. It is not easy to wave the anti-dumping stick on Chinese shoes. However, the EU's own position is bound to play an important role. Chinese shoe enterprises should have the worst plan for the final result, so that they can be prepared. ?? Since the beginning of the anti-dumping policy, it is easy for the Chinese enterprises to take part in the anti-dumping strategy, which should be taken into consideration by many other departments in charge of the export of shoes Therefore, from this point of view, China's shoe enterprises should take the initiative to improve the level of export and brand added value, enter the high-end market, and take the export amount rather than the export quantity as the goal, and change the success by quantity to that by quality. Of course, the realization of this ideal still needs a long-term process. The top priority is that the EU's anti-dumping will affect the violent oscillation of China's shoe industry's production capacity in the short term, which will affect the employment and livelihood of 4 million Chinese people. If the anti-dumping duty of the shoes Association of the Soviet Union and the UK increases by about 20%, it may have a significant impact on China's leather exports. He believes that it is urgent to open up a diversified market with European enterprises, and he believes that it is urgent to open up a diversified market with Chinese enterprises. According to Su Chaoying, at present, many export enterprises are shifting their main market from Europe to other countries, and more enterprises have begun to take the domestic market as their main target. ?? People with insight in the industry believe that in the face of anti-dumping from the EU, Chinese shoe companies can bypass other countries. On the one hand, although the price is regarded as dumping by the EU, other countries will consider it as good quality and low price; on the other hand, Ukraine, Romania, Hungary and other Eastern European countries do not have large shoe production capacity, and they have to import to meet their own needs. It is reported that, despite any difficulties encountered in opening up new markets, many Chinese shoe enterprises are plotting such a breakthrough path. ?? However, it is worthy of our attention and reflection that this kind of geographical location transfer is difficult to change the embarrassing situation of Chinese shoe enterprises in the world industry chain. Only through the brand building and promotion in the whole world market can we change the passive situation of Chinese shoe enterprises in the international market. Therefore, only the internationalization of brands is the change of Chinese shoe enterprises themselves The strategic issue of fate.