The Pformation Of Shoe Enterprises In Wenling Is Not Easy To Achieve Self Created Brand.

In recent years, faced with the financial crisis, the increase in labor costs of raw materials and recruitment difficulties, and the anti-dumping policies of European and American countries on Chinese products, the development of foreign trade enterprises has come down sharply.

The footwear industry in Wenling, the traditional labor-intensive industry, is under a lot of pressure. Even some time ago, it was rumoured in the public.

"Close the door and run."

However, there is a data that has aroused interest of journalists. In 2011, the total output of 6004 shoe manufacturers in Wenling reached 1 billion 200 million pairs.

The 1 billion 200 million pair, which marks the 925 square kilometers of county level city, accounts for 1/10! 1 billion 200 million pairs of shoes in the country, which meets the demand of 1/5 people in the world. According to the 30 centimeter length of each pair of shoes, it can be connected to 9 circles around the equator.

How about Wenling shoes? Where should Wenling shoe industry go? With these questions, journalists enter local shoe companies and investigate.

Wenling

Starting in the 70s of last century, it started from the early stage. Most of the enterprises were manual factories, production was mainly imitation, technology and equipment were relatively backward, and products were basically sold domestically.

By the end of the 80s of last century, the industry was expanding, and the number of shoe enterprises in Wenling increased sharply.

A number of enterprises with better management conditions have invested in technological pformation funds and expanded their production scale, thus forming a certain scale.

It is at this stage that the first joint-stock enterprise in China is born.

From 1995 to now, the footwear industry in Wenling has entered a period of growth, and gradually formed the industrial cluster with the production, supply and marketing of the surrounding towns as the center of the town of Ze Guo, Hengfeng street and Chengbei street.

Complex growth experience, "

"The brand of this region is more or less controversial.

Most enterprises rely on "copy" to start, and quality is inversely proportional to output. The shoes made in Wenling were once regarded as "shoes of worship" once a week: they will be broken in a week.

This view is not fully recognized by the industry.

"Even the" shoes of the week ", there are also reasons for its existence.

Pan Kecheng, Secretary General of Wenling shoe leather industry association, told reporters that Wenling shoes mainly attacked the low-end market, and a large number of products exported to Africa and other relatively backward areas.

Where people can't afford designer shoes, they prefer low priced Wenling shoes.

After more than 30 years of development, the local footwear industry has begun to take shape. Products from the past injection shoes, mainly to sports shoes, cold sticky shoes, children's shoes and other ten categories of thousands of products, some enterprises are making OEM for international famous brands, some enterprises play their own brands, and some enterprises directly supply to WAL-MART, Auchan and other supermarkets.

"Low quality" has become the past tense.

A staff member of the shoe and Leather Industry Association told reporters that the shoes that his children wear now are bought from local shoe factories, both quality and style.

A series of titles can be used as evidence for the growth of "Wenling shoes".

In August 2007, the China light industry technology import and Export Association awarded the title of "China footwear export base" in Wenling.

In March 2008, the China Leather Association named Wenling as the "famous shoe city in China".

In 2009, the town of Ze Guo was awarded the "hometown of Chinese ethnic footwear" in Wenling. After being awarded the "export base for Chinese footwear (sports shoes)" in 2010, Chengbei street was awarded the honorary title of "China's shoe industry" and "hometown of children's shoes" in 2011.

Steady steps in difficult times

Industry growth is not smooth sailing. From the beginning of the 2008 financial crisis, Wenling footwear industry has experienced one after another eventful period.

First of all, the sharp decline of foreign trade.

The footwear industry in Wenling mainly exports to the Middle East, Africa, North America and Europe. At present, the global economy has been recovering slowly since the financial crisis, and some of the Middle East and African countries have weakened their demand due to political turmoil.

A decline in market demand implies an increase in enterprise inventories and increased risks.

Foreign trade is hard to do, and some shoe bosses begin to fight in China, which has intensified the competition in the domestic market.

Coupled with the problem of raw material prices and labor shortage, shoe industry profits have been squeezed to the limit.

"Shoe sole material TPR, the increase is more than 50%, coupled with the rise in workers' wages, small workshops make shoes less than 5% of the profits."

A shoe boss counted the reporters.

But under pressure, Wenling shoes showed no signs of recession.

"The industry is healthy and developing steadily."

Pan Kecheng, Secretary General of Wenling shoe leather industry association, used 8 words to describe the current development situation of Wenling footwear industry.

Before the 2008 financial turmoil, there were 4785 shoe companies in Wenling, 189 thousand employees and 22 billion 500 million yuan in output value.

Today, the number of shoe enterprises in Wenling has increased to 6004, of which the output value is more than 20 million yuan, and there are more than 200 enterprises. The output value is 13 yuan, and the footwear industry has reached 234 thousand and 500 employees, with the output value reaching 27 billion 900 million yuan.

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Exports also go upstream.

A set of data from the Wenling entry exit inspection and Quarantine Bureau showed that the export volume of the footwear industry in Wenling from 2008 to 2011 was 625 million US dollars, 800 million US dollars, 1 billion 70 million US dollars and 1 billion 410 million US dollars respectively, increasing by 20%, 28%, 33.75% and 31.77% respectively. The export output was 256 million, 286 million, 360 million, and double.

The reasons for the growth of Wenling's shoes

The first is positioning.

"Some people think that pformation is to abandon the low-grade market and go to the middle and high grade road.

I don't agree with this view. "

Pan Kecheng believes that the market share of Wenling's imitation leather shoes is the largest in the country, and this advantage can not be abandoned.

"Based on low-grade, gradually to the development of high-end, is the positive solution."

In this regard, Zhejiang Zhuo Ling Footwear Co., Ltd. responsible person Sheng Jianyong also holds the same attitude.

He believes that the popularity of Wenling shoes is not the result of several big shoe factories, but the result of thousands of small workshops.

It is their shoes that produce 100 million pairs of shoes, so that the whole world knows the name of Wenling.

"Without these low-grade workshops, Wenling shoes would not be able to expand such a large market."

Second is the continuous enhancement of product competitiveness.

In recent years, the footwear industry in Wenling has made great achievements in product quality and brand building, especially since the introduction of adhesive shoes. The production process and materials of Wenling footwear industry have been constantly innovating.

Technological progress has brought price advantages. In the market, Wenling shoes are 10% cheaper than other similar products in other producing areas. At the same time, many enterprises have been committed to building overseas marketing networks, setting up points in the Middle East, Africa, Latin America, Eastern Europe and other markets, making Wenling shoes steady on the low shoe throne.

Upgrading product competitiveness is also reflected in standardized management.

Since 2008, Zhejiang Province, Zhejiang Province, has adjusted its industrial structure, implemented standardized management within the enterprise, and passed a series of requirements such as social responsibility assessment and so on.

"Without upgrading the added value of the product, the industry will collapse."

Lin Mingbiao, general manager of the company, told reporters that today, he is already a direct supplier of 8 world top 500 enterprises such as WAL-MART and Auchan.

There are others who work hard to create new brands.

In February 11th, Wenling's private enterprise economic development conference, Zhejiang Fu Delong shoe industry Co., Ltd. Zhu Fude told counterparts: "brand promotion is the only way for our Wenling shoe enterprises."

This is Zhu Fude's experience of making shoes for 18 years. He invited consultants from the consulting firm to stay in the company. He spent a lot of money to build a professional product R & D team, so that he could make a sound brand.

"Now, we are also doing OEM production, but it is the other companies that stick our cards."

Zhu Fude said with a smile.