Wenzhou Shoe Enterprises Use Original Capital To Turn To High-End Development

In Ou Bei town

Fan Manru, general manager of AOKANG thousand stone manufacturing company, told reporters that the cost pressure was still there, the monthly salary of workers rose to around 2500 yuan, the total cost increased by 20%, and shoes products only raised 5%.

She has been dug up several times by AOKANG boss from Yuyuan factory in Dongguan, and is stepping up the implementation of lean management.

"Total orders increased by 13% this year, mainly from domestic sales, and export orders declined slightly.

7~9 month is the peak period for the production of internal and external sales orders. If there is no profit margin of 5~7 percentage points, we will not consider it.

There are 80% domestic orders supporting the overall production situation, which can be adjusted flexibly. "

Fan Manru said.

There has never been a time to lie on the "hotbed" of foundry. Many AOKANG shoe companies such as AOKANG group rely more on the domestic market and develop step by step with difficulty.

Wang Zhentao set up a small family workshop in 1988, which invested 30 thousand yuan. Now it has developed into AOKANG group, the largest private leather shoes manufacturer in China. At present, there are about 10 thousand manufacturing workers and salesmen.

Wang Hailong, spokesman for AOKANG group, said that in recent years, the company's performance has basically maintained a 20% growth rate, and its revenue is expected to reach about 4 billion yuan this year.

The number of workers continues to grow this year and is still hiring.

In order to alleviate the shortage of labor and reduce costs, AOKANG group began to "move east shoes westward" in 2003, and invested 1 billion yuan in Bishan, Chongqing to build the "West China shoe capital Industrial Park".

At present, the labor cost of the two production lines in Bishan, Chongqing is about 20% lower than that in Wenzhou, and the workers are relatively stable.

"

AOKANG group now has four independent brands, AOKANG, red Firebird and so on, which focus on different levels of consumer groups. There are more than 3000 terminal channels in the country.

However, it is not satisfied with the existing territory. After the acquisition of the brand name of Italy Wanli West Greater China last year, it recently signed the Italy GB GIANFRANCO BUTTERI proxy in China.

The four independent brands are located below 1500 yuan, and Wanli Wade is in the 1500~3000 yuan. AOKANG group is interested in cutting the domestic 3000~5000 yuan high-grade market cake with GB brand.

In addition, AOKANG group broke into the real estate industry by accumulating capital in the shoemaking industry.

In 2007, AOKANG made a commercial pedestrian street in Anhui, and has invested about 500 million yuan so far.

In Huanggang, Hubei, there is also one of the most prosperous commercial streets in the city.

In 2011, AOKANG invested about 4 billion yuan to invest in advanced commercial residences and build five star hotels in Ou Bei Town, Wenzhou.

According to people familiar with the matter,

The shoe industry of Wenzhou once had a Spanish shoe burning incident due to a large number of cheap shoes hitting the EU market. Now there is polarization. AOKANG, Kangnai, red dragonfly and other shoe enterprises are getting bigger and bigger. They are gradually getting rid of the image of low and medium shoes. Kangnai not only opened more than 2600 stores in the whole country, but also opened nearly 300 stores overseas, which hit the "peak" of international brands.

At the same time, there are many small and medium-sized shoe enterprises remain in the "original place", the situation is increasingly difficult.

Xie Rongfang, Secretary General of Wenzhou shoe leather industry association, told an interview with our reporter 11 days ago that there were more than 100 shoe factories in Wenzhou, more than 100 of which were closed, and the number of shoe enterprises in Wenzhou will be reduced next year.

In the wake of the new global financial crisis, shoe makers will have to adjust and upgrade, otherwise they will be easily eliminated.

Last year, the number of shoe enterprises in Wenzhou was 2573, with an output value of 78 billion yuan, with domestic sales as the leading factor, accounting for 60%.

At present, key enterprises are still moving forward steadily.

In the first half of this year, Wenzhou shoes exported 1 billion 990 million US dollars, an increase of 30% over the same period last year.

"The status quo of our footwear industry should be better than that of Guangdong. At least, it is superior to Guangdong in terms of brand creation, and occupies half of China's shoe brand." China's ten leading leather shoes shoes "include six seats in Wenzhou shoes and 75 well-known trademarks in China.

In addition, Wenzhou shoe enterprises are good at holding together, and this is better than Dongguan shoe companies alone.

We are supporting key key shoe enterprises to go out and encourage big enterprises to create international brands.

There are more than 20 Wenzhou enterprises in the usurrisk economic and trade cooperation zone, led by Kangnai group in Russia, and there are Wenzhou shoes enterprises in the Nigeria Industrial Park and the China trade mall in the United States. "

Xie Rongfang said, next will also guide the enterprise technology shoes, raw materials innovation, green production and the development of e-commerce.

According to her, AOKANG, Kangnai, red dragonfly, Dongyi and other four Wenzhou shoe enterprises are queuing up to go public, and will make further efforts with the help of capital market financing.

Although behind the brand

Yin Jiqi, chairman of Dongguan Qisheng shoes industry Co., Ltd., 9 years ago, has been exploring the pformation from the foundry industry. The acquisition of Italy's "Dibao a" brand has been pferred to domestic sales. The monthly sales volume has developed from the first 60 pairs of shoes to the present more than 10 thousand pairs, which occupies a place in the domestic high-end men's shoes.

Wei Yafei, director of the office of China Leather Association, told reporters that Wenzhou and Dongguan shoes have their own advantages. Wenzhou has a strong brand advantage, while Dongguan has advantages in materials, styles and quality. However, due to its long standing as an international brand foundry or even a workshop, Dongguan shoe enterprises are not perfect in structure, and the resource platform is not symmetrical with them. The establishment of a modern enterprise system is a lesson for Dongguan shoe companies.