Small And Micro Shoe Enterprises To Develop And Expand The Road Of Transformation

Guangdong Shoe enterprises At the beginning of the formation of industrial clusters, it has been well-known abroad. Shoe enterprise replacing processing Do OEM. It can be said that OEM opened the door to the footwear industry in Guangdong and laid the foundation for its development. However, with the changes of the times and the intense competition in the market, OEM no longer adapted to the needs of the development of Guangdong footwear industry, but became an obstacle to growth.

Since the beginning of the 08 years, the government has constantly advocated the transformation of enterprises, and enterprises are well versed in the fact that another transformation is waiting for death. However, how many enterprises have been successful in the road of transformation? How many enterprises are watching or failing? The situation of the domestic market is complicated and the transformation is not easy. According to the statistics, over 90% of the enterprises are in the domestic market, and they are miserable. These enterprises are mostly small and micro enterprises. A shoe company official admits: "the domestic market is too chaotic, and the factories without independent brands are now going really hard."

　 Brand transformation is the key to shoe companies.

First OEM domestic brand shoes enterprises

In 2011, the total sales of footwear in China reached 2 billion 257 million pairs, which exceeded 2 billion 133 million pairs in the United States, ranking first in the world, but in 2008 financial crisis And in recent years, the European debt crisis has made the shoe enterprises unable to pick up or even dare to pick up the market under the circumstances of the export market. On the contrary, the domestic market has been advancing all the way, with boundless scenery. This has undoubtedly played a strong role in shoe enterprises. Guangdong shoe enterprises, which have always been the main source of processing, have also taken aim at the domestic market and have been converted to domestic sales.

The author understands that there are two main directions for small and micro enterprises to export to domestic market, one is to develop their own brand names, the other is to provide OEM for large domestic brand enterprises. However, the small and micro shoe enterprises lack strong competitiveness in terms of capital, technology and market share. As a result, in order to occupy a place in the domestic market, some small and micro shoe enterprises have to produce large scale brand shoe manufacturers.

There has not been any change in nature from the subcontracting of foreign enterprises to the foundry of domestic enterprises, but it may be a good choice for small and small shoe companies unable to undertake the risk of transformation and upgrading. However, we should see that the substitution of others for others is only a temporary solution. Creating a brand and killing a blood path will create a new world.

　 Learn brand shoe business mode again

For small and micro shoe enterprises, the generation of processing is the main source of power for enterprises to maintain operation. Losing OEM orders is facing the risk of closing down. However, in the long run, enterprises will lose their future and still can not escape the fate of being eliminated. How should small and micro enterprises do?

　　 Guangdong In particular, Dongguan, with cheap labor, has become the world's shoe processing center, known as the world's shoe capital. In the process of processing these decades, the footwear industry in Guangdong has gained the advanced technology and management experience of Europe and America, and has made considerable progress from the young to mature. We can say with pride that the Nike trademark is torn off. Dongguan shoes are no worse than American shoes.

　 From this we can see: how important is learning.

Small and micro shoe enterprises are limited by their own conditions, so it is difficult to develop their own brands. However, the so-called "things are two sides". After the small shoe enterprises are processing the domestic large brands, why not take the opportunity to recharge their batteries and train their R & D design team to learn their operation mode. At present, many domestic shoe companies rely on imitation of BELLE's brand shoes, and eventually form their own brand. A shoe factory owner who turned to the domestic market said helplessly, "there is no order for domestic brands without BELLE, Daphne and other big brands."

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Imitation is the first step in the learning process. As Qian Zhongshu said, "imitation and introduction, creation, and refinement will cultivate professional appreciation. Many real goods in the world are counterfeit." After that, we should make good use of the advantages and disadvantages, innovate actively and find a suitable way of development according to our actual situation.

　　 Positive transformation of post Tuen Tuan development

For enterprises, brand is competitiveness and vitality; without brand, the commodity strength of enterprises is very weak, or even without competitiveness. The small and micro shoe enterprises are on the road of transformation to the large domestic brand shoe manufacturers, and then imitate the successful brand shoe business mode of operation. The ultimate goal is to mold their own brands. The key to transformation is brand.

How to create brand? I believe that in view of the characteristics of small and micro enterprises, they can develop together.

Shoemaking is one of the important traditional industries in China. There are more than 20 thousand shoe enterprises in the country, forming five production and sales distribution bases in Guangdong, Fujian, Wenzhou, Chengdu and Chongqing. The annual output of Guangdong footwear industry is nearly 3 billion, accounting for 60% of the total output of the country, and the output of footwear industry in Dongguan accounts for 30%. This shows that the size of the footwear industry in Guangdong is huge, and the size of the shoe industry in Dongguan is large.

If this force is gathered together, it will inevitably be irresistible. It is like Pangu to create a new world. Zhang Huarong, the footwear association of Asia, said at the beginning of the brand alliance of Dongguan footwear industry: "only small and medium sized shoemaking enterprises can develop together in order to survive in the fierce competition in the domestic market."

Recently, the Guangdong footwear (Dongguan) industrial technology innovation alliance was established and became a common body of Dongguan footwear industry after the Dongguan shoe brand alliance. The Guangdong footwear industry technology innovation alliance aims to explore the innovative production mode that accords with Chinese characteristics. It aims to improve the productivity level of traditional labor-intensive industries such as shoemaking, clothing and so on, and provide advanced industrial engineering technology for the transformation, upgrading and development of traditional industries, and provide a technical innovation cooperation organization for enterprises of the same trade.

The establishment of Guangdong footwear (Dongguan) industrial technology innovation alliance will undoubtedly bring the gospel to the transformation of micro enterprises. The head of the alliance has said that regardless of the size of shoe enterprises, it is welcomed by enterprises. More importantly, it is also an excellent platform for condensing the footwear industry in Guangdong. With this platform, the production technology, production mode, information management and personnel training of small and micro shoe enterprises will be improved. At the same time, communication and communication with the industry can be strengthened to make progress together.