The OEM Of Guangdong Shoe Enterprises Is Difficult To Sustain, And The Technological Innovation Alliance Is Set Up To Start Again

At the beginning of forming an industrial cluster, Guangdong shoe enterprises have been acting as OEM for well-known foreign shoe enterprises. It can be said that OEM has opened the door of Guangdong shoe industry and laid the foundation for its development; However, with the changes of the times and intense market competition, OEM no longer adapts to Guangdong footwear industry The need for development has become an obstacle to growth.

The government has been advocating enterprise transformation since 2008, and enterprises are well aware that if they do not transform, they will die. However, looking at the road of transformation, how many enterprises are successful and how many are waiting to see or have failed. The domestic market situation is complex, and transformation is not easy! According to the statistics, more than 90% of enterprises have run into difficulties in the domestic market; Most of these enterprises are small and micro enterprises. A person in charge of a shoe enterprise said frankly: "The domestic market is too chaotic, and the factory without its own brand is now on a very difficult road."

　 Brand is the key to the transformation of shoe enterprises

First OEM domestic brand shoe enterprises

In 2011, the total sales of shoes in China reached 2.257 billion pairs, which has exceeded 2.133 billion pairs in the United States, ranking first in the world. However, the financial crisis in 2008 and the European debt crisis in recent years have made the export market worse every day, and shoe enterprises have no orders to take, or dare not take orders; On the contrary, the domestic market has made great progress all the way. This undoubtedly gives a boost to the shoe enterprises. Guangdong shoe enterprises, which have always been mainly engaged in OEM, have also targeted the domestic market and turned to domestic sales.

The author learned that there are two main directions for small and micro enterprises to switch from export to domestic sales, one is to develop their own independent brands, the other is to contract for large domestic brand enterprises. However, small and micro shoe enterprises are lack of strong competitiveness in terms of capital, technology and market share, and are unable to develop independent brands. As a result, in order to occupy a place in the domestic market, some small and micro shoe enterprises have to contract production for large domestic brand shoe enterprises.

In essence, there has been no change from outsourcing to domestic enterprises, but it may be a good choice for small and micro shoe enterprises that are unable to bear the risk of transformation and upgrading. However, we should see that it is only a stopgap measure to contract others. Only by creating our own brand, can we create a new world.

　　 Re learn the model of brand shoe enterprises

For small and micro shoe enterprises, OEM is the main source of power for enterprises to maintain operation. If they lose OEM orders, they will face the risk of closure. However, for long-term co processing, the enterprise will lose its future and still cannot escape the fate of being eliminated. How to do small and micro enterprises

Guangdong, especially Dongguan, with its cheap labor, has become the world's shoe processing center, known as the world's shoe capital. During the decades of processing, Guangdong shoe industry has learned advanced technology and management experience from Europe and the United States, and has made great progress from infancy to maturity. We can proudly say that if we tear down the Nike trademark, Dongguan shoes are no worse than American shoes.

From this we can see how important learning is.

Small and micro shoe enterprises are limited by their own conditions and are difficult to develop their own brands. However, as the saying goes, "everything has two sides", why not take the opportunity to cultivate their own R&D and design teams and learn their operation mode after small shoe enterprises process domestic large brands. At present, many domestic shoe enterprises have formed their own brands by imitating the brand shoes of Belle. A shoe factory owner who turned to domestic sales said helplessly, "If domestic sales do not follow the route of big brands such as Belle and Daphne, there will be no orders at all."

In the learning process, imitation is the first step. As Qian Zhongshu said, "Imitating, introducing and creating will cultivate a connoisseur appreciation of artlessness, and many genuine goods in the world start from counterfeiting". After that, we should save the advantages and eliminate the disadvantages according to our own actual situation, actively innovate, and find a suitable development path.

　　 Post group development and positive transformation

For enterprises, brand is competitiveness and vitality; Without brands, the commodity power of enterprises is weak, or even uncompetitive. Small and micro shoe enterprises contract large domestic brand shoe enterprises on the way of transformation, and then imitate the operation mode of successful brand shoe enterprises. The ultimate goal is to shape their own brands. The key to transformation is brand.

How to build a brand The author believes that in view of the characteristics of small and micro enterprises, they can develop together.

The shoemaking industry is one of the important traditional industries in China. There are more than 20000 shoe enterprises in China, 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 pairs, accounting for about 60% of the national output; Dongguan shoe industry accounts for 30% of its output. It can be seen that the scale of Guangdong shoe industry is huge, and that of Dongguan shoe industry is huge.

If this force gathers together, it will be unstoppable, just like Pangu who created a new world. Zhang Huarong, the Asian Footwear Association, said at the beginning of the founding of Dongguan Footwear Brand Alliance: "Only by developing together can small and medium-sized shoe enterprises survive in the fierce competition in the domestic market."

Recently, Guangdong Footwear (Dongguan) Industrial Technology Innovation Alliance was established, becoming another common alliance of Dongguan Footwear after Dongguan Footwear Brand Alliance. Guangdong Footwear Industry Technology Innovation Alliance is a technology innovation cooperation organization that aims to explore innovative production models with Chinese characteristics, is committed to improving the productivity level of traditional labor-intensive industries such as footwear and clothing, provides advanced industrial engineering technology for the transformation, upgrading and development of traditional industries, and provides consulting services to peer enterprises.

The establishment of Guangdong Footwear (Dongguan) Industrial Technology Innovation Alliance undoubtedly brings good news to the transformation of micro enterprises. The head of the Alliance once said that no matter how big or small the shoe enterprises are, they are welcome to join. More importantly, it is also an excellent platform for Guangdong footwear industry. By joining this platform, the production technology, production mode, information management, talent training and other aspects of small and micro shoe enterprises will be improved. At the same time, they can also strengthen communication with the industry to develop and progress together.