Wenling Small And Micro Shoemaking Enterprises To Solve Problems And Develop Again

Wenling, Taizhou City, Zhejiang Province, is the "famous shoe city in China". Its annual output accounts for 10% of the total output of the country.

But the cost advantage of the labor-intensive industry is gradually losing and the profit margins are thinning.

How to solve constraints

The bottleneck has become an important part of Wenling people's thinking.

Large and small enterprises embrace development

There are 6000 shoemaking enterprises in Wenling and 220 thousand employees. The footwear industry is mainly low, small and loose, lack of talents, and lack of independent innovation capability. Meanwhile, it is affected by multiple factors such as land factors, employment environment and raw materials rising, and Wenling has many factors.

The development encountered bottlenecks.

Like Fujian Jinjiang and Guangzhou Dongguan, Wenling is one of the main production bases of Chinese shoes. However, the former is dominated by large and medium-sized shoe enterprises, while the small and micro enterprises in Wenling are the majority.

Output value of more than 20 million yuan only 200 or so; have 1 products exempt from export inspection, 5 well-known trademarks in China, 4 exempt products from the state, 4 provincial brands, 7 famous provincial brands.

Sheng Jianyong's Zhuo Ling footwear industry has achieved one hundred million output value in recent years.

"Before the production of 4 million pairs of output value of 100 million yuan, last year production of 3 million pairs of output value of 120 million yuan, production of 2 million 800 thousand pairs of output will be higher this year.

Although my quantity has come down, the quality has gone up, and the output value has been increasing.

Enterprise development has a realistic positioning and strength will be enhanced.

Sheng Jianyong said.

Sheng Jianyong's other status is the president of the Wenling shoe and leather industry association. In his view, doing business is not only for itself, but also for the industry's upstream and downstream.

Sheng Jianyong made it very clear that the development of Wenling footwear industry is inseparable from a large number of small and micro shoe enterprises.

Shoe bosses have such a consensus: the bigger the industry and the longer the industrial chain, the stronger the enterprises in which they live.

Production, supply and sale, there are enterprises on every line. When the crisis comes, there is a great chance of survival.

Low foreign trade, high labor costs, rising raw material prices, and even the government's preference for high-tech industries, all sorts of factors compress the survival space of the footwear industry.

Labor shortage is a concern for entrepreneurs, but what worries entrepreneurs more is the disorderly competition behind the "labor shortage".

Xia Yuan Wu is the general manager of Taizhou Zheng shoes industry Co., Ltd., facing the difficulty of recruiting workers, he thought of a "trick" to go out of Wenling, set up distribution points in Xianju and other places such as Heng Xi, and distributed hand-made shoes to the family women.

"The old lady who is at home, gets the string of beads, and can earn more than 20 yuan a day.

The strength of the footwear industry to drive vulnerable groups and the three industry should not be underestimated. "

Summer, said.

"What kind of boss is there?"

This is Cai Jianhua, chairman of Taizhou Bo Yang Shoes Co., Ltd., and is also the consensus of the business community.

Li Dinghai, founder of Taizhou flying eagle Footwear Co., Ltd., has won the respect and admiration by running the enterprise in good faith.

In less than 20 years, he succeeded in realizing the scale, branding and refinement of the brand from an obscure little workshop.

The successful marketing strategy has made the exclusive dragon brand famous in the domestic children's shoes industry.

Fordelon, chairman of the footwear industry Co., Ltd., Zhu Fude, is under 40 years old. With the assurance of fashion and popularity in the market, he resolutely abandoned the OEM production, focused on brand operation, and designed outstanding footwear to enable the company to seize a good market share.

In just two years, the image store of Fu Long lung shoes has opened more than 30 stores nationwide.

It is the unremitting efforts of the enterprisers that make it possible.

The industry is developing and expanding from low end to high end, from non brand to brand.

"To start a business is to make money, so that the family can live a better life. Now the wealth created by them can make the children worry about their food and clothing. Naturally, they do not want them to worry about themselves and run the dirty and tired business."

This is the idea of the head of a shoe factory in Hengfeng street, which represents a great part of people's thinking.

Some entrepreneurs did not plan to succeed their children from the beginning.

Of course, in many shoe enterprises, some of them passed on to the second generation, such as China's first joint-stock cooperative enterprise, the first generation of founders began to relay batons to their children. Some young entrepreneurs also tried to invite professional managers to manage enterprises.

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No matter what type of succession is chosen, the first generation of entrepreneurs of Wenling shoe enterprises already have their own plans.

Confidence in the development of the industry

Wenling's shoe makers are the ones who are good at finding the market.

During the interview, Lin Mingbiao and Sheng Jianyong, general manager of Taizhou Zhejiang Province, mentioned a word: sunrise industry.

In their view, the shoe industry has not gone to the top or the sunrise industry.

Lin Mingbiao used the data to speak: "the Germans change 12 pairs of shoes a year, and the Chinese change 2 pairs a year."

Over the past 5 years, the domestic sales of footwear products have surged, and the per capita footwear consumption has almost doubled to 2 to 2.5 pairs per person.

GDP is expected to double in the next 15 years. This trend will increase the per capita footwear consumption to at least 3.5 pairs per person.

In 2024, the annual sales volume of China's footwear products will reach 5 billion to 6 billion pairs.

In addition to the encouraging forecast data, more confidence comes from the judgement of the situation.

"The economic downturn has no effect on the sales volume of Wenling shoes, but sales are improving."

Sheng Jianyong analysis said that this fact shows that the economic situation is not good, consumers prefer low priced Wenling shoes.

Staying and doing it also stems from the sense of responsibility of an entrepreneur.

"A stable income is simple enough to rent a factory, but I will not give up my main business."

"It's the greatest success of an entrepreneur to broadcast a round of work and see thousands of workers off duty."

Lin Mingbiao told reporters that in addition to continuing to grow and strengthen the main business, he is preparing a small loan company, and intends to support some small shoe companies through this way.

Wenling's footwear industry has been hit by the EU's directive on the prohibition of harmful azo fuel in the footwear industry.

In response to this "directive", the chamber of Commerce declared to the provincial quality inspection bureau "the Wenling footwear industry should respond to the EU Directive on prohibited harmful azo dyes, formulate alliance standards, and break through the standardized implementation project of technical barriers to trade".

The chamber of Commerce set up a project leading body to carry out the division of responsibilities between the various teams, and formulated the alliance standard "Wenling shoes harmful substances limit and testing control standards", and set up a service platform to promote the implementation of the alliance standard.

At present, the project has received obvious social and economic benefits. It not only saves the cost of inspection for enterprises, but also solves the problem of order extension due to the replacement of unqualified raw and auxiliary materials, and improves the market share.