Four Major Starting Points For Leather Industry To Promote "China Creation" Strategy Innovation

In the face of the opportunities brought about by the development of global economic integration and industrial pfer, China's leather industry firmly grasps the characteristics and development trends of the industry, moves on the occasion, initiatively changes, optimizes the industrial structure, speeds up product upgrading, strengthens energy conservation and emission reduction and environmental protection promotion, pushes forward brand strategy, and continuously innovated services, so as to enable the industry to develop continuously and healthily, and has played a positive role in promoting China's development from a manufacturing power to a brand power.

In 2007, China's leather industry passed an extraordinary year. Despite the internal and external troubles of international trade friction, domestic related policy adjustment, environmental protection and standard pressure, and the increase in enterprise costs, China's leather industry is still taking active strategies of positive change and calm response, pforming resources and environmental constraints and trade frictions into the internal driving force to promote industrial upgrading, actively carrying out structural adjustment, enhancing enterprise's independent innovation ability, promoting brand strategy, accelerating the leather industry's "two pioneering" steps, and achieving brilliant achievements, so that the leather industry can continue to develop steadily and healthily in 2007.

Su Chaoying, vice-chairman and Secretary General of the China Leather Association, said in an interview with our reporter: "in the last five years, the fastest and best development period of China's leather industry has gone through the baptism of the new situation at home and abroad after China's accession to the WTO. The new pattern of China's leather industry is becoming more and more perfect, the effect of the famous brand strategy is obvious, the East shoe is advancing westward, the distinctive regional construction has achieved remarkable results, and the international exchange and the" going out "strategy have achieved initial success, and the Chinese leather industry has basically realized the pformation from rapid development to healthy and stable development.

According to statistics, from 2002 to the end of 2007, the number of Enterprises above Designated Size, employees, total industrial output value, sales revenue, total profits and taxes and import and export in China's leather and fur products industry increased by a large margin.

As of 2007, there were about 16 thousand enterprises in the leather industry with a certain scale and about 5500000 directly employed.

In 2007 1-11, the total industrial output value of all state-owned enterprises and annual sales income of more than 5 million yuan in non state leather, fur and products enterprises was 434 billion 900 million yuan, an increase of 25.6% compared with the same period last year, and sales income was 415 billion 500 million yuan, an increase of 26% over the same period last year, and the total profits and taxes were 29 billion 900 million yuan, an increase of 31.3%. compared with the same period last year. The export of leather, fur and products in 2007 was 38 billion 500 million yuan, up 11% over the same period last year. Footwear products exported 24 billion 100 million dollars, an increase over the previous year, and became the world's largest exporter of leather and fur products.

In order to adapt to the global industrial pfer and improve the domestic industrial layout, China's leather industry has implemented an active adjustment strategy, changing the growth mode, actively exploring the new mode of industrial development, enhancing the added value of products, developing industrial bases and improving the scale efficiency.

The China Leather Association has launched the "industry standard for granting the honorary title of the leather industry in China" in the light industry. It has successively awarded nine honorary titles in Wenzhou, Zhejiang, such as "China Shoes Capital", Zhejiang Haining "China leather capital", Hebei Xinji "China leather leather capital" and Guangzhou Huadu "China leather goods capital".

Today, the leather industry in China has formed a new pattern of industries with different characteristics and production bases scattered in an orderly way, giving full play to their advantages and competing for development.

In order to promote the strategic pformation of China's light industry, the China Leather Association grasps the spirit of Premier Wen's development of light industry and grasps the four characteristics of the leather industry in the new era: the complete industrial chain; the advantages of enriching the people; absorbing the advantages of labor and employment; and the evergreen advantage of products.

We should actively promote the leather industry's industrial layout in the whole country and carry out the strategy of developing the East shoe in the West. It has played a positive role in actively promoting the development of the western region, the rise of central China, revitalizing the old industrial bases in Northeast China and serving the "Three Rural issues".

At the same time, based on the profound analysis of the objective laws of the adjustment and pfer of the world leather industry strategy and the advantages and characteristics of China's leather industry, such as the strong processing capacity and the integrity of the industrial chain, the leather association has put forward the strategic forecast of "the best opportunity for the development of China's leather industry in the first 20 years of this century".

From the manufacturing power to the brand power, as the pilot of China's light industry in exploring the quality self-discipline of the trade associations at that time, the China Leather Association has registered the "real leather logo" certification mark since 1994 in the State Administration of industry and commerce. "Leather logo" and "genuine leather logo Eco leather" have carried the historical mission of leading the leather and leather products enterprises to take the branding development path.

In 2007, the office of dermal signs adopted a number of measures to publicize and enhance the "real leather logo" to continuously improve the visibility of China's leather and leather products internationally.

After strict examination and screening, as of the end of 2007, more than 400 enterprises in the country were approved to be linked with "genuine leather signs" and "genuine leather signs ecological leather".

Every two years, the China Leather Association has selected outstanding brands in these brands, and awarded them the title of "China Leather leading shoe king", "China Leather Dress king", "China genuine leather shoes" and "China genuine leather name dress".

With the promotion of the famous brand strategy of China Leather Association, a large number of international and domestic brands have sprung up, and 39 enterprises have been honored with "China famous trademarks". 5 enterprises have won the "export brand of China". Kangnai, AOKANG, golden monkey, cedar, BELLE, Mmonu, and Shulan are famous brands of leather shoes and leather goods at home and abroad.

In Wenzhou, Haining, Xinji and other special areas, brand group army has been produced, and the scale effect of the brand has achieved initial success.

In the face of environmental protection and innovation, China attaches great importance to environmental protection, energy conservation and emission reduction, as well as the green barriers facing international trade. The China Leather Association adheres to Scientific Outlook on Development's initiative and initiative to increase environmental protection and energy conservation and emission reduction by means of innovation. It has set up an environmental protection technology promotion center and formulated the "pollutant discharge standards for leather and fur processing industry".

Li Yuzhong, vice-chairman of the China Leather Association, said that the China Leather Association has set up a special person to take charge of energy conservation and environmental protection work, and strengthen the work of the UNIDO to set up an environmental protection technology promotion center in China Leather Association. With innovative means, it actively promotes energy conservation and emission reduction and follows the road of economic development.

Led by the China Leather Association tannery Specialized Committee, the environmental protection experts from the industry are absorbed, and the evaluation and commendation work of the tannery sewage treatment technology is actively carried out. The leather industry "Environmental Innovation Award" is set up to encourage and support the innovation of circular economy and environmental protection, promote the pformation of scientific and technological achievements into productive forces, and promote the improvement of the sewage treatment technology in the leather industry.

In addition, the leather association also takes environmental protection as the internal driving force, actively promotes the development of ecological leather, and establishes the "genuine leather logo eco leather" certification trademark.

At present, 26 enterprises have been granted the logo of "leather logo eco leather".

Su Chaoying said that "genuine leather logo eco leather" is a continuation of the "leather logo", which applies to finished leather and fur that meet the special environmental requirements, and emphasizes environmental friendliness and commitment to the needs of consumers' environmental protection.

It plays an important role in improving the environmental awareness of the industry, ensuring the sustainable development of the leather industry, and meeting the needs of consumers' green consumption.

Li Yuzhong believes that promoting the development of ecological leather is not only conducive to energy conservation and environmental protection, but also to promote product upgrading, enhance brand competitiveness, technological innovation is also of great benefit.

In the past 5 years, the China Leather Association has actively guided enterprises to develop diversified international markets, and the strategy of "going out" has achieved initial success.

A large number of brand enterprises such as Binxing, sun Da, Kangnai, AOKANG, BELLE and so on have carried out international operations in various forms, and have accumulated rich experience in the "going global" strategy.

However, since 2007, the situation of international trade has become increasingly grim and trade frictions have been constant. At the same time, China actively adjusts its trade strategy and implements balanced trade. Finished leather is classified as a prohibited catalogue of processing trade, and China's leather industry is facing strategic adjustment.

In the face of international challenges and opportunities, China's leather industry is actively innovating, enhancing the added value of products, developing brand internationalization, enhancing the competitiveness of mid-range and above products in the world, promoting the integration of leather industry standards with the international market, actively coping with the national trade friction, paying special attention to cultivating potential international markets outside Europe and the United States, and encouraging powerful brand enterprises to implement the strategy of brand internationalization.

By organizing exhibitions and overseas research activities, China Leather Association has set up a stage for cooperation between Chinese and foreign leather enterprises to enhance the international status of Chinese leather enterprises.

To promote enterprises to enhance their brand competitiveness, the Leather Association launched the "leather logo" English version to help Chinese enterprises build brands and manage brands in an international perspective, and expand their international market more effectively.

Zhang Shuhua, director of the China Leather Association, said that during the "11th Five-Year" period, the guiding ideology of China's leather industry development is to fully implement the Scientific Outlook on Development, adhere to the strategy of sustainable development, develop the green leather industry, take the road of new industrialization with resource-saving and environment-friendly development, speed up the adjustment and upgrading of the industrial structure, strengthen independent innovation, pform the growth mode, and pform the whole industry from quantity oriented to a new stage of "two pioneering", which is led by quality, brand, environmental protection, export and efficiency.

At the same time, in the "planning" clearly put forward "to 2010 or longer time to strive to create 3-5 world famous brand" goal.

The opening of the "genuine leather logo" English sign is one of the specific measures to promote the leather industry to create a world famous brand. It will play an active role in promoting the early realization of this goal.

China is a big leather country, but not a strong leather country.

Over the past decades, "made in China" has become the pronoun of cheap and cheap, and this phenomenon also exists in leather industry.

According to the law of the pfer of labor intensive industries, China's leather industry from "made in China" to "made in China" is the general trend. Therefore, actively adjusting the structure, changing the mode of growth, paying attention to independent intellectual property rights and improving the capability of independent innovation, and striving to create a new image of Chinese brand in the international market has become a new requirement for leather industry in the new era.

The use of "genuine leather signs" in the English version of the brand will be verified and supervised by the trade associations in the fair position of the third party, which will help enhance the awareness of foreign buyers and consumers on the brand of China's leather industry, help to enhance the competitiveness of brands with independent intellectual property rights, and help to push Chinese brand products to the international high-end market as soon as possible.

Wang Zhentao: Vice Chairman of the China Leather Association, chairman and President of AOKANG group, Mr. Wang Zhentao: the three point support and five pformation of brand internationalization. On the whole, China is a big manufacturing country, but not a strong brand country.

Enterprises in Asia are still in the primary stage of manufacturing.

Enterprises are still making "OEM" products.

In fact, anyone who wants to do a decent and highly skilled brand product wants to do it, but it is hard to make.

Because the formation of a brand can not be completed overnight. It not only takes time to accumulate, but also requires enterprises to have certain funds, and more importantly, it is a kind of credibility and responsibility.

Since its establishment in 1988, AOKANG group has been committed to brand building.

It took 20 years to achieve today's achievement, and the hardships can only be experienced through personal experience.

In the process of creating brand, I realized that if an enterprise wants to create a brand and stand out in the international market, it must maintain an optimistic attitude, actively participate in international competition, division of labor and cooperation, and strive for maximum cooperation so that enterprises can continue to improve and develop.

In the face of fierce competition from the global market, and consumers becoming more rational and brand oriented, Chinese and even Asian enterprises have also reached an unprecedented level of concern for brands. How to build a brand with vitality and success has become the strategic demand of many enterprises. However, for today's world, there are three more important points for establishing a brand besides time accumulation and certain capital, popularity and reputation.

First, enterprises need to use technology to support brands; two, enterprises need to build brands with responsibilities and credibility; three, enterprises need to establish brands with national spirit and culture.

In the face of the current industrial structure of the world, facing the opportunities brought by industrial upgrading, environmental protection innovation, brand strategy and internationalization, how Chinese enterprises can cope with them and achieve sustained and rapid growth has become a truly international brand.