2012 China Shoe Machine Industry Trend Forecast And Enterprise Analysis

The definition of shoemaking industry refers to the equipment, tools and fittings that must be used in the shoemaking process in a narrow sense. Generally speaking, it refers to the machinery and equipment used in the upper and lower reaches of the footwear industry chain (including tanning, shoe last, sole, heel, hardware, processing, mould, testing and other related equipment and tool fittings).

The shoe machine industry we usually talk about refers to the broad sense.

In recent years, such difficulties as "lack of work", "electricity shortage" and "oil shortage" have been encountered. In addition, the exchange rate movements, raw materials and the trade protection of some regions or countries have been faced with severe challenges.

For the footwear industry, the direction of pformation and upgrading is: high-end manufacturing and brand management, and gradually grasp the sales channel and have the initiative.

All these are inseparable from strong technological R & D and technological innovation, and strive to improve the technological content and added value of products and achieve sustainable development.

2011 shoe machine industry summary: three phenomena

Every quarter, "down stairs" negative growth.

Wang Shoumin, President of Dongguan shoe maker Association of Guangdong, looks at the negative growth of shoe sales in every season in 2011.

President Wang's business not only sells shoe machine products, but also involves supplying parts to most shoe machine enterprises. His views are very representative.

Reappearance of the "ice age" after the financial turmoil.

China's shoemaking industry has been developing for twenty or thirty years. From the rise, expansion and rapid development to the ice age after the 2008 financial turmoil, and then to the adjustment of industrial upgrading, it will usher in the spring of the 2009-2010 recovery, but the good days will not last. After the peak of the first quarter of 2011, it will gradually enter the "second glacial period" in history.

Most shoe makers say that these days are rather tough.

At the end of the year, a "cut throat price war" was staged.

Why is the "cut throat price war"? According to the analysis of Emma NC CEO Wang Guo Quan: in the financial turmoil that year, the real difficulty period of the shoe machine industry is probably seven or eight months. In the first half of the year, all the speeches and reports are spreading seriously everywhere. The government and industry are paying close attention to it and giving macro regulation and control. Therefore, the shoe machine enterprises have already made preparations to reduce sales expectations, reduce surplus personnel, reduce output, adjust internal structure, do not blindly expand, and have positive measures for sales, and the enterprises that are really affected are relatively few.

Looking back on the "downstairs" sales predicament which started last year, sales in the first quarter started to rise, especially in April last year, reaching a sales peak. Many companies appeared optimistic and overexpected when they made the 2012 sales plan.

Unexpectedly, the second quarter of the peak, and began to appear signs of decline, in 5 and June obvious performance, but some enterprises are still not willing to face the reality, think that the market partial and short-term adjustment, still for the performance growth of active expansion, save strength, reserve personnel, stocking, inventory, with a view to the next third seasons (7, 8, September) - the traditional shoe season, to achieve the order growth.

However, the third quarter has been very unoptimistic, not only without big orders or worse than the second quarter, but shoe manufacturers have experienced five or six months of consumption, and the capital chain has been very tight: material procurement, expansion of personnel, inventory backlog, poor sales and arrears of funds, resulting in the return of funds can not be timely.

In the fourth quarter to the lunar new year, shoe machine enterprises staged a "cut throat price war". The so-called cutting throat means no profit or even a small loss. As far as possible, the stock that has been done for half a year turns into cash. Otherwise, by the end of the year, personnel salaries, next year's factory rent, suppliers' payment and enterprises' New Year's expenses can't be guaranteed, and the financing of small and medium-sized enterprises will be difficult. So, some of the shoe enterprises in the media reported last September will run away, which is just the tip of the iceberg.

In the absence of too many equipment demand for shoe companies, to cash in cash, we can only choose price wars, not profit or loss, and even the price of products will be directly reduced by 20-40%.

2012 shoe machine industry forecast: three trends

Survival depends on difference.

In the new year, the shoe machine market is bittersweet.

The so-called hardship continues to rise in the yuan, labor costs, raw materials, comprehensive costs rise, external demand is uncertain (European debt crisis, the United States economic recovery is slow, emerging countries need time to expand), enterprise competition appears more intense, without big demand stimulation, to maintain performance and achieve growth is indeed more difficult.

If an enterprise wants to survive, it must have differentiated technologies, services and products with its competitors.

What is the demand for new equipment brought by the relocation of enterprises, such as the commissioning of Anta Anhui Industrial Park, the opening of new PEAK factories, the investment of Taiwanese enterprises to neighboring countries (Vietnam, Indonesia, Bangladesh and so on), and the growth of equipment demand by domestic enterprises such as Huajian group and Ethiopia branch plant.

Development depends on technology.

As China's footwear industry has entered the era of high cost, many shoe enterprises will put forward new requirements for the original shoemaking enterprises in the fields of cost saving, energy saving, environmental protection, high efficiency, automation, high quality and so on, especially for rigid requirements such as automation, digitalization, intelligent technology and flexible production.

For traditional shoe machine enterprises, to adapt to the changing demand of shoe enterprises, we can only increase R & D investment, develop and produce higher technology equipment to meet the needs of customers' production, so that we can get greater development.

Therefore, 2012 shoe machine industry can get a big development of enterprises, still have to rely on science and technology support.

Growth depends on overseas.

On the whole, there are more than twenty more shoe base in China now, and the quantity and quality of these base enterprises have reached the relative saturation.

In the shoe machine industry, where there are no factories to increase new production lines in these areas, they can only achieve partial small scope and small increase. To achieve great growth, they must rely on overseas markets.

In recent years, with the neighboring neighbouring countries and some newly developed countries making shoemaking industry or beginning to develop, they have released strong demand for Chinese shoe machine equipment, such as Vietnam, Indonesia, Thailand, Burma, Bangladesh, Syria, Iran, Turkey, the United Arab Emirates and Pakistan in the Middle East, Uruguay, Paraguay, Ecuador, Peru, Chile, Argentina, Eastern Europe, Japan, Tunisia, etc.

If China's shoe-making enterprises can expand their exports to these countries and markets, it is expected to achieve great growth.

2012, three kinds of shoe-making enterprises are rather sad.

The following types of enterprises have their own shortcomings and show relatively weak competitiveness in the market.

If we can not accelerate the pformation and upgrading in 2012, it will be more difficult and difficult.

Lack of funds: such enterprises are usually manifested in lack of funds, affecting the normal operation of enterprises, can not be invested in research and development, nor can they have greater promotional efforts in market sales.

If we add investment mistakes and product sales sluggish, the capital chain will be affected, and the survival of enterprises will be affected.

Weak technology type: for example, boss of shoe-making enterprises, the technical background is not professional enough, the technical team hired can not develop products that adapt to the market and competitive products, the products are slow to update, can not adapt to the market demand of the new era, and the market competitiveness is weak. Besides price war, there are no other competitive means. In the era of high cost manufacturing, there is no new product and no profit, which will also affect the survival of enterprises.

Talent shortage type: such enterprises are mainly lack of three kinds of talents, one is the lack of sales personnel, if there is no excellence.

The sales team, even if the development of good products, products can not sell, enterprises can not achieve profits; two is the lack of R & D personnel, no development, no new products, there will be no new profit growth point; three is the lack of production and management personnel, resulting in unstable product quality, enterprise management is full of loopholes, the boss is often battered.

It is not easy to survive, and growth is far from being expected.

2012 the superiority of the five shoe machine companies is still obvious.

The following enterprises have their own advantages and are relatively competitive in the market.

In 2012, if we can adapt to the market demand and lead the industry with innovation and technology, Maejing Akiro will have an excellent market performance.

Scientific and technological enterprises: such as Guangdong Emma CNC, big family Yue Ming laser, Ming Ling automation and Rui Zhou science and technology, these enterprises have the characteristics of team integrity, strong technical force, high product technology content, wide market layout, domestic sales and export network distribution points, and so on. They are relatively stable and are the mainstream enterprises in the industry. They are expected to achieve greater development in 2012.

Comprehensive enterprises: such as Wenzhou Dalong, Dongguan ILLY, Jinjiang Shengda, these enterprises have many varieties and perfect product structure, which can provide customers with the whole plant output service, and have longer operation time and stronger comprehensive strength in the industry. It is predicted that 2012 of these enterprises can still maintain greater competitiveness in the market.

Export-oriented enterprises: such as Shenzhen, the 80% products are sold all over the world, domestic orders have little impact on them, strong enterprise strength, rich product lines, wide customer base, and have obvious advantages.

Professional enterprises: such as Dongguan Lu Xin, Wenzhou Cang Qiao and Wenzhou whitet, these enterprises' advantages are gathered in a certain product area, such as Lu Xin in the field of internal and external line machines, Cang Qiao in the middle and large fields, and whit in the field of sand bottom polisher, all of which are the best in the industry, with complete varieties, advanced technology and a very good market base. 2012, they will not be affected by the market.

Cross border Enterprises: such as Dongguan Hou Jun and Wenzhou Banda, products not only involve footwear industry, but also can be applied to other industries such as luggage, leather goods, stationery, clothing, toys, furniture and so on. These enterprises are usually not bright in the East and bright in the West. The market risk is relatively low, and the sales of footwear industry is not satisfactory, and other industries can make up for it.

It is predicted that 2012 of these enterprises will remain stable.

Expert advice

Emma CNC CEO Wang Guoquan believes that the future shoe machine industry must be directed toward automation, digitalization, manpower saving and low carbon environmental protection. However, there are many jobs that need to be done by enterprises.

For example, the shoemaking line has been developed for many years in China, with flowing, three-dimensional, and overhead. No matter what way it is used, the ultimate goal is to produce more products with fewer people.

Over the past ten years, the "JIT" mode (lean production), which is popular among the world's brand foundry enterprises, including the 8 group line developed at home, has completely rewritten the pipelined large-scale production mode, using high-precision technology and less manual production of a small number of orders.

It also means that shoe machine enterprises are not only selling machines, but advanced production systems and production mode suppliers, which puts forward higher requirements for Chinese shoe-making manufacturers.

We believe that market demand and business opportunities still exist. No matter what time, colleagues in shoemaking industry should devote more time and energy to these directions. The leading European counterparts have gone through the road of our example and the way to go.