Industry To Accelerate The Reshuffle Of The Past No Longer Wenzhou Shoes Encountered Collective Confusion

On the evening of March 3rd, Wu Ting, director of marketing of Paul Knight shoes company, and a group of Wuhan counterparts, a Wenzhou shoe factory in charge of Wuhan office, at one breath reported the 7 brands of cricket king, such as the Wenzhou shoe brand that had just withdrawn from the local market.

The 7 Wuhan market retreat, all are "national inspection free products", and two of them are "Chinese leather shoes" level of Wenzhou shoes.

Most of the small and medium-sized brands have gradually pformed into Wuhan, an important domestic footwear distributing center.

Two or three years ago, the person in charge of related enterprises told reporters that these brands were very cattle in Wuhan, and the annual sales of a brand amounted to 30 million yuan to 50 million yuan.

In less than three years, the old marketing force left them no longer a foothold.

The listing of spring shoes in the market has not brought good news for the weak Wenzhou shoe market.

The market has verified that Wang Zhongqiang, chairman of the company, said: there is demand in the market, but shoes can not be done and lost sales opportunities.

There are two main reasons, the first is that most of the shoe factories in Wenzhou are not recruited, or the new ones are too many to keep up with the production. The two is that factories in Guangzhou, Chengdu and other places, which are also OEM for Wenzhou shoes, are unable to deliver on time.

A Wenzhou "China real leather shoes king" enterprise, in November last year in Guangzhou under the spring shoe orders, shoes have not yet done.

A larger number of Wenzhou shoes brand, spring shoes just listed, there is a market, no shoes; the two or three line brand is always facing the threat of outgoing.

Jin Zhefu, chairman of sun Tai Group, believes that Wenzhou shoes are now being integrated, and the big brands will be bigger and stronger. Most of the small and medium-sized brands have been in pition to find ways to survive.

Let agents "buyout" brand of undercurrent, then surging.

Some Wenzhou footwear brands, which are waiting to make a comeback, have begun to buy brands in Zhengzhou, Taiyuan and other markets. Because manufacturers have no profit, brand owners temporarily no longer produce shoes, and agents freely order goods. The manufacturers charge the agents for the brand fees according to the "1 yuan for each pair of shoes".

The domestic market accelerated shuffling results, and the group perplexity of Wenzhou leather shoes brands began to show gradually in Wenzhou leather shoes team.

In Wang Zhongqiang's view, if around 2000 is the period of Wenzhou's shoe brand, then dozens of brands such as gulls, giant days, giant Kang, Josini and so on will kill the four sides in the market when the Wenzhou shoe brand suddenly rises in 2004.

"But last year, leather shoes were also faced with challenges this year after they had a big backlog in the market.

Liu Liaodong, general manager of the nature shoe company, which is conducting market research in Chongqing, said that although the sales of some brand leather shoes are good, the production of leather shoes in Wenzhou has increased exponentially in recent years.

There are too many shoes on the market and competition is hot. Some brands will be squeezed out of the market any time.

In April 29, 2003, Wang Zhentao, President of AOKANG group, made a speech entitled "winter is not far away" in the development of Wenzhou footwear industry at an internal meeting.

After the publication of this article, the industry shocked.

Ya Lang and other Wenzhou shoemaking enterprises also specially copied the full text, and distributed them to marketing personnel and national agents at the enterprise marketing meeting held in the summer.

5 years later, the "winter" of Wenzhou shoes may be coming.

In February 15th this year, when Wang Zhentao analyzed the footwear industry in Wenzhou, he told reporters: "I think this year will be the winter of Wenzhou shoes."

Wang Zhentao and other industry insiders believe that this is the result of the accelerated shuffle of the domestic shoe market.

The problems facing the footwear industry in Wenzhou reflect the overall predicament of Wenzhou's labor-intensive enterprises.

Labor shortage, wage growth, more stringent labor laws and appreciation of the renminbi will make the traditional manufacturing industry face greater pressure to survive.