Chinese Shoe Companies Rush Out Of "Made In China" Dilemma

Many years ago, Wenzhou people sold the first pair of shoes with "Made in China" shoes abroad. At present, there are about 6000000000 people in the world, and the average person owns a pair of shoes made in China.

In 2006, the EU imposed anti-dumping duties on Chinese shoes, and the export rebates for domestic footwear dropped by 2%. The next is the implementation of the policy of ensuring the cash pfer in processing trade. In the face of heavy squeezing, Chinese shoe enterprises are gradually trapped in the "made in China" dilemma.

How to get out of the predicament, Chinese shoe enterprises have been exploring this road.

In January 8th, one of the birthplaces of fashion in Italy, Coriano (Corey Arno), a vibrant city from the middle of the Gold Coast line in Southeast China, produced a hand in hand cooperation drama spanning Eurasia. The brand of AOKANG, the largest private shoe making enterprise in China, and Valleverde, the first ranking Valleverde in Italy, formally signed the global strategic cooperation agreement.

Wang Zhentao, President of AOKANG group, told the financial times that this is undoubtedly a wall breaking move for Chinese manufacturing industry still puzzled by "China design" and "China created". It is also a bold attempt of Chinese shoe companies to integrate the existing resources and get out of the puzzle.

Chinese shoe companies dominate the "right to speak" according to the global strategic cooperation agreement between AOKANG and Wanli Wade: AOKANG group has acquired Wanli Wei global brand management rights, and its global brand marketing is all operated by AOKANG. Wanwade provides product R & D resources, providing technical and legal support.

In addition, Wanli Wade will assist AOKANG group to set up product research and Development Center at its Italy headquarters, and provide venues, equipment and production resources. The development results will be shared by both sides.

This shows that Chinese shoemaking enterprises have broken the inherent mode of traditional OEM and China general agent.

The two sides are carrying out global strategic cooperation, and the Chinese shoe companies are in charge of international brands to operate the international market, and Chinese shoe enterprises have absolute "right to speak".

"The cooperation between the two sides combines the famous creative tradition of Italy and China's commercialization and productivity."

Speaking of cooperation with AOKANG, Dr. Armando Arcangeli, chief executive of Wanli Wade, said: "Van Leigh Weed's advanced technology has achieved unprecedented success in Italy and Europe, but to conquer the whole world, we must find an excellent partner.

The momentum that AOKANG group has shown in the international market in recent years is obvious to all. We are very confident and confident of them.

"Only cooperation can win."

Wang Zhentao said with a laugh, "the internationalization strategy of AOKANG's own brand is the operation of" localization overseas ", while the international brand is gradually changing from global marketing to international R & D.

Facing the changing situation of global industry, the two sides' global cooperation has achieved complementary advantages.

Redefining the footwear industry, the footwear industry is known as the "migratory bird economy" by the industry. It always shifts to countries and regions where labor costs are low.

In the 70s of last century, the world footwear industry center shifted from Europe and America to Japan and Taiwan, China. At the end of 80s and the beginning of 90s, the center moved to mainland China.

At present, China is already the world's largest footwear producer, exporter and consumer country, occupying 68% of the world market.

Over the past 20 years, the accumulation of industrialization in China's inland areas, especially in the eastern region, has provided Chinese enterprises with the ability to distribute their products from the global industrial chain.

The decline of European traditional manufacturing industry is inevitable.

Take Spain, known as the shoe making Kingdom, for example, in 2004, there were 2 more than 200 enterprises and only one left in 2005.

The vast majority of enterprises are concentrated in the scale of 10 or 30 people.

At present, China's footwear industry employs about 2200000 of its employees.

After the industrial relocation, Italy continues to upgrade its industry and brand. Italy's shoe making technology and footwear brand are still the most high-end shoes in the world.

Against this background, the Chinese and western footwear industry is facing a new game situation.

Wang Zhentao said that the future footwear industry in the world will move from competition to competition.

"Internationalization is not just selling a few pairs of shoes. Technological innovation, standardization and fashion have become opportunities for China to gain greater profit margins and move towards the value chain."

Industry experts say that Europe, which has been occupying the high end of the industry, is in fact weak in competition. The shoe industry in China is catching up with the European market. It can be further said that with the powerful potential of the Chinese manufacturing industry, Chinese enterprises are catching up with the world class.

In the past 2007, shoemaking enterprises in China were making a new way out of the dilemma of "made in China".

At the end of May 2007, after the successful listing of BELLE international in HKEx, it became the largest mainland retail listed company in Hong Kong stock exchange.

After 1 billion 600 million yuan acquisition of the group, BELLE took out 1/4's fund-raising to improve the domestic market share and expand the two or three tier market share, from high-grade to mid-range, from occupation to leisure, from fashion to sports.

In July 2007 and October, the trend of Anta group and China was listed on the Hongkong stock exchange one after another, and more than 100 times the subscription.

Channel innovation has greatly benefited shoe companies.

In Shenzhen, many shoemaking enterprises expand cooperation with the European footwear retailers' purchasing groups through industry associations and other related organizations to explore new modes of cooperation and export channels under the anti dumping background.

Thus, the volume of Shenzhen's footwear exports to the EU has not risen, and its batches have increased by 12.36%, and the value of goods has increased by 14.28%.

According to the people concerned, it is impossible to fundamentally change the position of "made in China" by simply exporting the trade.

On the contrary, the massive export of low prices brings about the pursuit of anti dumping and anti circumvention.

Upgrading the technological content, improving the traditional sales methods, increasing the added value of brands, enhancing their competitiveness, defending the Chinese local market and fully running the international brand global market is the way out for "made in China".