Wenzhou'S Famous Shoe Enterprises Achieve Pformation Through Technological Innovation.

Brand and quality -- a topic frequently discussed in the footwear industry, is also a bottleneck restricting the development of enterprises.

In the ten ministries and commissions jointly issued the "guiding opinions on accelerating the pformation of the mode of foreign trade development", the brand and quality of export commodities were raised again.

From this we can see that the external environment is still grim, and more and more foreign trade shoe enterprises have formed the same consensus: external factors can not be left and right. Only by starting from internal factors such as quality, technology, brand and so on, can we dig deep into our potential to survive and complete pformation and development.

Quality = high standard + integrity

Speaking of product quality, this is an old topic in shoe industry. It is also a factor that can not be ignored by foreign shoe enterprises.

Without exception, put it in the first place.

Quality is the foundation of enterprises, especially the traditional industries such as shoemaking.

As a well-known domestic and international brand enterprise, more consumers are still won by quality.

Small and medium sized enterprises in China

Many, but there are few enterprises that are truly internationalized. The key factor is that there is no excellent product quality, and no private brand.

Quality is not only the embodiment of the core competitiveness of enterprises and industries, but also the embodiment of the degree of civilization of a country.

"In the future, the pressure on outward oriented enterprises will be even greater."

According to the current export situation, Mr. Xu, who specializes in shoe trade, thinks that the rising cost of raw materials has led to an increase in labor costs this year, which has also restricted the development of enterprises.

Under the current economic situation, shoe manufacturers should exploit the market with high quality products.

It is reported that many visionary foreign shoe and garment enterprises in Shishi have made preparations for hardware and software to make use of the opportunity of RMB appreciation to carry out equipment upgrading and upgrading, so as to reduce costs and improve production capacity and product quality.

When technological innovation is going on

There is no end to quality improvement. From qualification to high quality, technology and innovation are needed.

Under the background of fierce competition in labor-intensive enterprises, only technological innovation can make enterprises invincible.

The author believes that, if conditions permit, domestic shoe companies can set up R & D centers abroad and excavate high potential R & D personnel. They will not only grasp the fashion trend, develop sophisticated technology, but also be more careful in quality, style and so on. These can add value to the highlights.

Counting the number of well-known enterprises in China, they are constantly innovating in products, technologies and brands.

For Kangnai, innovation is also a lesson that needs to be taken seriously.

"Through technological innovation, Kangnai has enhanced the technological content of foreign trade export products, and has launched a series of technological R & D at the core of comfort. For example, the series of leather shoes for business comforts developed by white-collar workers have adopted many patent technologies, such as microcapsule ventilation, moisture absorption and shock absorption, vector shoe last and so on.

These shoes are of high grade, comfortable performance, breathable, wet, shock absorbing and so on.

Zheng Laiyi, general manager of Kangnai Group Co., Ltd.

Gains and losses behind brands

If quality and technology are tangible assets for enterprises to settle down, brands are intangible assets that bring "premium effect".

For the shoe companies that occupy half of the domestic market, the significance of the brand is beyond doubt.

At present, it is the era of brand marketing, and the competition of enterprises is brand competition. Brand is the embodiment of the quality, reputation and image of an enterprise.

Zheng Laiyi, general manager of Kangnai Group Co., Ltd., was deeply aware of this. He said: "in changing the mode of foreign trade development, Kangnai has always adhered to the high-end and brand line.

Kangnai has set up a boutique production line that specializes in orders for high-end shoes from internationally famous brands, with an average price of 25 US dollars, several times higher than the domestic average unit price.

Zheng Laiyi said.

Driven by the brand effect, Kangnai not only consolidated the dominant position of the traditional European and American markets, but also gradually expanded the layout of emerging market shares.

In 2011, the export volume of Kangnai Group Co. increased by 47% compared to the same period last year.

At present, there are more than 230 Kangnai overseas franchised stores.

Zheng Laiyi predicts that the growth of Kangnai's foreign trade orders in 2012 will reach 30%.

Because of the huge increase in raw materials this year, the factory rent and staff wages have also increased significantly, and the cost pressure has been very great. In order to accomplish the pformation and create a new blue ocean for shoe enterprises, the foreign trade shoes can be pformed from quality control to quality control.