The Structural Adjustment Of China'S Footwear Industry Is Imminent.

Recently, news on the output of Chinese footwear products has reached 10 billion pairs, and has attracted much attention from all walks of life to China's footwear industry.

Wei Yafei, director of the footwear association of China Leather Association, said in a media interview recently that "we should treat this figure calmly."

Excessive production is pressure on the Chinese market and even the world market. The sustainable development of China's footwear industry should pay more attention to the competitive advantages of domestic and foreign markets.

The excessive output will make the footwear industry accelerate the adjustment of industrial structure and explore the new mode of development of the industry, which is more urgent. This is also the key to further develop the brand in the next few years.

The advantages and disadvantages of the industry and the "calm" emphasized by Wei Ya Africa have its own reasons.

Over the past 20 years since reform and opening up, China's footwear industry has seized the development opportunities of the world shoe manufacturing center to pfer to China, making full use of its advantages in production costs, labor resources and raw material supply, and constantly improving the industrial chain and supporting facilities, and constantly improving its processing and production capacity.

Now the Chinese footwear industry has completed large-scale equipment introduction and technological pformation, and formed a complete industrial chain. At the same time, it also has the processing capability that no country can compare with, and has relatively low labor costs and relatively high labor skills.

It is not only that that is gratifying.

At present, the whole industry has built a concentrated production area, such as men's shoes in Zhejiang and Jiangsu, women's shoes in Guangdong and Huizhou, Chengdu's shoes, Fujian's tourist shoes and so on. 27 famous Chinese products have been produced in leather shoes and tourist shoes. In the industry, 6 Chinese leading shoe kings, 8 genuine leather shoes kings and 25 genuine leather shoes have been produced by the quality, scale and brand recognition. 10 billion pairs of production capacity have been formed, accounting for 50% of the total output of the world's footwear products, and become the world's largest footwear producing country, exporting country and consumer country.

According to Wei Ya Fei, at present, nearly 8 billion pairs of shoes produced in China are used for export and the rest are consumed in the domestic market.

In the third quarter of 2007, China exported a total of 6 billion 440 million pairs of shoes and 18 billion 360 million US dollars in foreign exchange, with an average price of 2.85 US dollars, an increase of 10.4% and 15.9% respectively over the same period in 2006.

It is noteworthy that, under the influence of EU anti-dumping, from January 2007 to September, the number of leather shoes exports in China increased negatively for 9 consecutive months, and the proportion of leather shoes exports decreased by 2.4% compared with that in 2006, and the export amount decreased by 1.8%. This will directly affect the competitiveness of Chinese footwear products in the international market.

Affected by the upgrading of domestic consumption, the number of imported shoes increased by over 50% during the same period.

Among them, the number of leather shoes imports increased by 44.6% in September 2007.

With the development of reform and opening up, the export of footwear products in China highlights the structural contradictions, such as the large quantity of export products, but the low price, many export enterprises, but small scale, more raw materials processing, but few private brands.

In addition, similar to other traditional processing products, China's footwear industry is still at the end of the industrial chain. Our country lacks the control capability in the middle market of footwear distribution in the international market, and the establishment of the retail links network is still in its initial stage.

The low added value of export products and the low output value of unit energy consumption compel China's shoe making industry to adjust its structure and change its original mode of trade growth so as to make the industry bigger and stronger.

According to quality competition, the market has not yet become a climate. Wei Ya Fei has pointed out that at present, China's footwear industry has set up a "big" image in the domestic and foreign markets. But to achieve leaping to the strong ranks, we should examine the distance between China's footwear industry and the advanced international level.

Wei Ya Fei said that this is related to the manufacturing stage of China's footwear industry.

According to introduction, this gap is mainly reflected in four aspects: first, consciousness.

That is, how do manufacturers view their products?

What products should be brought to consumers?

At present, quite a number of shoemaking enterprises in China have completed the assembly of shoes mechanically, and have not yet recognized the market's requirements for comfort, health and environmental protection of footwear products.

The two is the duplication of design concepts and the lack of new ideas in the introduction of personalized products.

This is related to the lack of a well-educated and cultural design team in the domestic footwear industry.

At present, the design and development of most shoemaking enterprises in China still stay at the stage of master apprentices, while designers from colleges and universities are more concerned with shoemaking technology and management. Foreign professional designers often start from the motion structure of the human body, constantly innovating the design and material use of the sole and side, making it more comfortable and healthier.

The three is the difference in efficiency.

Raw material storage, logistics distribution, commodity management, and online production are still in the stage of mechanical management. Enterprises often blindly pursue the length of the production line.

Four, information technology is relatively backward. A lot of digital computing, material accounting, cargo flow, capital exchanges and so on are mostly done by manpower, resulting in the backwardness of the flow of people, logistics and capital flows.

At present, the logistics of footwear products in the international market has entered the stage of packaging directly from the enterprise warehouse directly into the international market stores, and has a very clear record of the consumption information of each product.

On the contrary, many domestic enterprises are grafting modern information technology into traditional industries, but the effect is not good. The logistics process is not only a lot of links, but also a serious waste of resources, and it is even more difficult to determine the final flow of products, resulting in enterprises unable to grasp market sales information in a timely manner.

To enhance the value added products, Wei Ya said that based on the above two major situations, coupled with the increasing international trade disputes, anti-dumping and the rising demand for high-end products in the domestic market in recent years, the capacity of the 10 billion pairs obviously increased the pressure on the Chinese footwear industry.

To reduce pressure, there is only one way to go. That is to take the road of brand development, work hard on the adjustment of industry and product structure, innovate continuously in the development mode, and then call the famous brand of China's footwear products in the international market, and create a new image of China's footwear industry.

At present, some domestic shoe manufacturers that have won the title of Chinese famous brand products have taken a good start in this respect.

In May 2007, the highest price of export products has reached 60~70 US dollars and a pair. In May 2007, BELLE and Anta, the leading manufacturers of leather shoes and tourist shoes, have achieved a listing in Hongkong, which has provided a new channel for the financing of traditional industries, and has provided more support for R & D investment, channel construction and brand promotion. In November 2007, BELLE invested $1 billion 600 million in the acquisition of famous brand shoemaking shoes and series brands in the industry, and completed the largest acquisition of footwear industry. This also conveys the signal that Chinese footwear industry will enhance its hematopoietic function through cooperation, mergers and acquisitions, and continuously develop high value-added products. For example, Kangnai is cooperating with the international footwear industry standards organization.

At the same time, the China Leather Association is also making positive efforts in guiding the industry to increase its structural readjustment efforts.

Among them, the leather industry "11th Five-Year" development plan (2006~2010 years), which has been promulgated and is being implemented, has clearly put forward that during the "11th Five-Year" period, the leather industry should vigorously advocate "independent brands" and strive to create 3~5 world famous brands in 2010 or longer, so as to lay a solid foundation for a big leather producing country to enter into a leather power country.

At the same time, on September 2007, the China Leather Association once again pointed out to the whole industry that implementing brand strategy, promoting industrial restructuring and promoting brand products to the world are the top priorities of China's leather industry in 2008.