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

In Ou Bei town AOKANG Group headquarters, workers wearing pink striped shirts constantly shuttle in this European architecture.

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 the foundry, such as AOKANG group and many other Wenzhou. Shoe enterprises More domestic market It is hard to develop step by step. 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.

"The main line of production in Chongqing is to produce the brand of Red Flamingo, and strengthen the channel layout in the western region. The red Firebird brand grows very fast in the western two or three line cities, and the sales volume in the first half of this year has increased by 50%." Wang Hailong said.

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, AOKANG's investment in commercial pedestrian street not only occupies the best commercial location in the world to set up shop, but also can make money from these commercial real estate projects to feed the shoe industry, while making use of the popularity of the footwear industry, it is also convenient to take or expand other resources.

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. {page_break}

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. More than 20 Wenzhou enterprises have been stationed in the usurusk economic and trade cooperation zone, led by Kangnai group in Russia, and there are Wenzhou shoe enterprises in Nigeria Industrial Park and the US China trade mall. 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 Wenzhou shoe companies are lagging behind brands, Dongguan shoe companies believe they have the opportunity to catch up. "BELLE shoe manufacturer in Guangdong is firmly in the position of" hegemony "of Chinese women's shoes through the integration of R & D, manufacturing and channels in the PRD. The Pearl River Delta is stronger than Wenzhou in shoe making, talent, resources and information. Guo Xiaoping, chairman of Dongguan Huahong shoes industry, is not convinced. He thinks that with the processing mode of raw materials coming to an end, a group of Dongguan shoe enterprises will be forced to find a way out. A few years ago, he began to extend the design and development of the industrial chain upstream, and registered his own brand in Spain. Under the leadership of a well-known international designer, his shoe company has transformed from scale production to scale customization, and every year, 6000~10000 new shoes are being put on the market. A year ago, he returned to the domestic market with overseas brands, and now he entered 24 high-end department stores. This year, he reduced the number of workers from more than 2200 to more than 1200.

Yin Jiqi, chairman of Dongguan Qisheng shoes industry Co., Ltd., 9 years ago, has been exploring the transformation from the foundry industry. The acquisition of Italy's "Dibao a" brand has been transferred 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.