Qingdao Footwear Industry, Integration, Pformation And Development Is A Must.

Low threshold, labor intensive, vicious competition, low value-added products, lack of design and research capabilities, lack of brand......

These deficiencies still exist in the footwear industry in Qingdao.

If we say that in the era of strong demand for overseas markets a few years ago,

With the relatively low labor force to earn meager "hard money" instead of addressing these shortcomings, then the shortage of foreign demand and the rising production costs of domestic labor and so on, these deficiencies have become a barrier for shoemaking enterprises, and they can only wait for death.

The leftovers are king.

Nike has gone, Adidas has to go.

Global

The giants have shut down in China's factories, reflecting the difficult situation of China's footwear industry: on the one hand, the cost of raw materials and labor has risen rapidly, which has made the "made in China" dividend advantage no longer; on the other hand, the global economic crisis has caused external demand to slump, export orders have been sharply reduced, and international trade disputes have been continuously.

China's footwear industry has reached a crucial crossroads.

According to incomplete statistics, after the outbreak of the global financial crisis in 2008, the footwear industry went bankrupt, and nearly 10% of the shoe making enterprises went bankrupt.

Due to the aftermath of the financial crisis, in 2010, the footwear industry ushered in a new round of closures, and nearly 20% of the shoe making enterprises went bankrupt.

"The two closure is not the most serious.

Due to the superposition effect of the financial crisis and the European debt crisis, this year will usher in a more intense collapse. It is expected that more than 30% of the shoemaking enterprises will be closed down. "

One industry believes that.

"It can be said that the footwear industry has entered a period of full integration. A large number of small businesses that rely on OEM production and processing fees will be further compacted because of the soaring costs of labor and other industries, and the reduction of overseas orders will bring more and more attacks on them. Enterprises with weak strength, lack of innovation and brand will not be able to get orders on the one hand. On the other hand, they will not be able to turn to domestic sales because they do not have their own brands, and can only switch to production or wait for death."

This personage thinks, shoemaking enterprise wants to do now is to do everything possible to pass this close down tide, smooth "left".

The everlasting sample of "Hengda"

"Shandong is the 6 largest country in the country.

One of the bases is Qingdao, which is the leading export of footwear in Shandong, accounting for more than 8 of the total export volume.

City Commerce Bureau official told reporters.

And Jimo, which has just won the honor of "China's shoe-making base" and the first professional model base of Shandong's foreign trade pformation and upgrading, is the barometer of the rise and fall of the footwear industry in Qingdao and even the whole country.

Recently, reporters interviewed here found that although the situation is grim and the competition is fierce, individual enterprises are relying on a sound sales channel, strong technological innovation capability, product R & D capability and market development capability to get rid of the vicious competition mire and realize the trend of growth.

"At present, the company's hand orders are enough to support full load production. In the first half of this year, the company's exports grew steadily."

Bai Qingming, assistant general manager of Qingdao Hengda international marketing center, told reporters that this year's situation is far more severe than 2008. It is not easy to achieve such a performance.

Not only did we not lose our vigour, but we grew fast, and this was due to the development strategy of "brand building and strong technology".

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"Without their own brand, they are always immersed in the foundry industry, and they will never belong to their core competitiveness."

Bai Qingming said that since its establishment, Hengda has adhered to the brand development strategy, experienced the strategic pformation from "product management" to "brand operation" to "capital operation", and completed the pformation from "providing quality products" to "quality brands" to "quality lifestyle" for consumers, providing consumers with a fashionable, healthy, comfortable and safe life experience and becoming a fashion brand operator in China's footwear industry.

After completing a great leap from product operation to brand operation to capital operation, Hengda shares and puts forward and develops the development strategy of "pformation from labor intensive traditional industries to technology intensive fashion industries" in an international strategic vision.

"In the shoemaking industry, there are mature technologies abroad. For this reason, we try to absorb nutrients in our cooperation with our customers, so as to enhance our strength."

Bai Qingming said that Hengda has formed a R & D system with "original innovation, integrated innovation and introduction, absorption and re innovation" as a leader in the pformation and upgrading of technological innovation, and has made technological innovation as a long-term development strategy for the evergreen enterprise. It has invested 6.2% of the company's revenue every year.

Up to now, Hengda has declared 801 patent technologies, such as technology invention and utility model, and has hosted or participated in the formulation of 45 industry technical standards. 168 technologies and products have won national, provincial and municipal awards.

According to the State Intellectual Property Office's patent network information retrieval, Hengda ranks first in the number of Chinese shoe enterprises' patents.

Where is the shoe making industry going?

The success of Hengda provided a model for the footwear industry in Qingdao.

The relevant person in charge of the Municipal Bureau of Commerce said that although Qingdao footwear is one of the ten largest export commodities in the city, the structure of export enterprises is extremely unreasonable at present. The proportion of foreign enterprises' exports is as high as 7 percent, which has occupied the top three companies in the long term.

"Foreign-funded enterprises are almost all international famous brand foundry enterprises, whose exports are greatly influenced by the global strategy of multinational enterprises.

For example, in recent years, the layout adjustment of Nike and other brands has brought disaster to Qingdao Shiyuan shoes industry, which has a good export situation. Its export volume dropped from nearly 100 million US dollars in 2007 to less than 30 million US dollars in 2010.

Affected by this influence, another shoe factory, Qingdao three lakes shoemaking Co., Ltd., therefore failed, but quit the market.

The person in charge said that, in order to avoid the repeated mistakes, the shoe makers must speed up the pformation of the way of development, create products with their own added value, and pform from entrustment to brand manufacturing.

From the low-end market to the high-end market, we must change from quantity to quality and efficiency, and upgrading and upgrading is the way to go.

We should reshape the industrial chain, change the profit model, step out of the old road of relying solely on production, improve the complete system of design, production, sales and services, control the key links of the industrial chain, and firmly grasp the links of potential value added in our own hands.