How Can Shoes And Shoes In Quanzhou Get Over The Quality?

In May 30th, SAIC released the bulletin on the quality monitoring of children's shoes in circulation field. The list of Quanzhou enterprises such as Kate and Fick was on the list, and the quality problem was suddenly placed in front of Quanzhou children's shoes enterprises.

The problem is not only that, but the cartoon image of Quanzhou enterprises has no longer been so effective in opening up the market, which makes the market they are faced with tend to be complicated.

Quanzhou's children's products industry has reached an important juncture.

Kate and Fick's "black list" rising Quanzhou children's products industry began to suffer from growing pains.

In May 30th, SAIC issued the bulletin on the quality monitoring of children's shoes in circulation area. The bulletin showed that some children's shoes made by blue cat International Group Investment Limited, Kate (Fujian) children's Articles Co., Ltd. and Quanzhou Fick sporting goods Co., Ltd. were listed as "blacklist" because of the unqualified peel strength and unqualified folding resistance.

In the announcement, the exposed enterprises are only a small part of all the unqualified enterprises.

According to one industry insider, "there are 39 groups of quality problems in the 100 groups of children's shoes produced by the SAIC, and only 4 of them are exposed, of which two are in Quanzhou."

On the eve of "61", the Fujian provincial quality and Technical Supervision Bureau organized law enforcement officers to supervise and check the children's clothing products circulated in the market of our province. The results showed that the children's clothing products of 3 enterprises of Shishi Ming Yi Huang dress Weaving Co., Shishi Nanqi dress Co., Ltd. and Quanzhou Taiming Garments Co., Ltd. were listed as poor quality products.

"Quanzhou children's shoes suddenly encounter collective quality doors, which is puzzling."

Chen Shuqing, deputy general manager of Quanzhou six and Shenlong brand marketing planning Co., Ltd. said that since last year, while the large number of shoe enterprises went bankrupt, Quanzhou children's shoes enterprises took over a large part of the technology from the big shoe enterprises, and the whole product quality was going up.

Quanzhou children's shoes enterprises can not say that they are not satisfied with the quality problems. At present, many enterprises, including bandun, have their own R & D centers or specialized laboratories.

The answer to the question is not hard to find.

Quanzhou children's shoes, children's clothing and other children's products industry are facing the pformation of channels, from the original wholesale circulation to Shang Chao counters, but the quality of products did not keep up with time, which is the main reason for the quality problems encountered in large areas.

"This product is sampled from a business super market. How much can it tell you something?"

Chen Shuqing said.

The lack of standards is another sticking point.

Chen Shuqing gave a simple example: consumers generally prefer children's shoes with softer heels. From a technical point of view, softness and wear resistance are a pair of contradictions. At present, the children's shoes industry just lacks a national standard in this regard, and "enterprises are at a loss."

But in any case, the sudden encounter of quality gate is a heavy blow to Quanzhou enterprises listed as "blacklist".

Lin Quansheng, director of the fair trade section of the Quanzhou Bureau of industry and commerce, said that although the products being investigated and dealt with by the enterprises with quality problems may be just a batch of products, it seems to consumers that the products of the whole brand have problems.

The wandering between the left and right sides is more than that of Jinjiang Jinwei sporting goods Co., Ltd. and the wave of farewell to the cartoon character. Jinjiang Wantai Sheng is much more "lingering".

"Cartoons are at the time of change, but they are not yet dead."

Lin Weisheng, general manager of Wan Tai Sheng shoes and Garments Co., Ltd. believes that with the precocity of children, junior high school students may still like cartoons, but now only children in lower grades will like it.

The decline of cartoon image is actually a form of differentiation and complexity of the whole children's products market.

The market for children's products, which was originally chaotic, became more and more subdivided. Children's products enterprises in Quanzhou began to wander between left and right.

As Lin Wei Sheng has said, Quanzhou children's products manufacturers are beginning to re search for a weapon to conquer the market.

At this time, the super girls who are sought after by teenagers seem to be the next favorite.

Last year, Nanan Po Hui shoes and Garments Co., Ltd. signed the super girl Li Yuchun as spokesperson for the image. In April of this year, Wan Tai Sheng Zeqian was going to be a fast male Wei Chen.

The children's life hall in May 25th, at the new product conference of Jiali children's Articles Co., Ltd., as the later member of Quanzhou children's wear board, Jiali's conference was not originally concerned by the industry.

Surprisingly, in this low attention conference, Carrie launched its own "children's living hall", which is also introduced into other children's products such as life hall, toys, stationery and so on.

This reminds us of the order meeting of Wan Tai Sheng a month ago. At that order meeting, Wan Tai Sheng released its integration plan and included all its cartoon images in the living hall, and named it "cartoon Carnival".

In addition, a number of Quanzhou enterprises, including Jinwei, are also interested in building their own "children's living hall" system through the combination of several kinds of children's products. There are indications that the concept of "children's living hall" is rapidly permeated in the children's products industry in Quanzhou, and children's shoes, children's clothing and other children's products terminal changes are quietly forming.

From simple price competition to value competition, in May 28th, law enforcement officers of the Quanzhou quality and Technical Supervision Bureau conducted spot checks on children's toys in the Quanzhou market, and hundreds of unqualified toys were laid down.

Then, the monitoring report from the State Administration of industry and Commerce and the Fujian quality and Technical Supervision Bureau notified a number of substandard products of Quanzhou children's products enterprises.

In response to the frequent failure of children's products this year, the reporter interviewed Liu Hualing, director of Quanzhou quality and Technology Supervision Bureau.

"Golden Triangle boss": every year before the "61" festival, the regulatory authorities will conduct a random inspection and notification of children's products in children's products market.

This year's situation seems to be different from previous years. In the list of unqualified products reported, Quanzhou enterprises are frequently listed.

What do you think is the reason?

Liu Hualing: there is a certain randomness in the random inspection of the national level or the provincial supervision department.

First of all, they use computers to dispose of the list of enterprises and stores, and randomly set out sampling enterprises and stores like Yaohao, and then test the composition and performance of children's products according to the national standards.

Most of the products produced by Quanzhou enterprises are exported to other provinces or even exported because of their limited local market.

This time, we also conducted a surprise check in the children's products market in Quanzhou. The hundreds of unqualified children's toys on the shelves were all Guangdong.

Therefore, the list is not completely representative, and for children's products enterprises in Quanzhou, we conduct spot checks every year. According to the inspection situation over the years, the overall quality is fairly good.

Even if it is a well-known enterprise, it is not possible to completely guarantee that every process, pportation and inspection of the raw materials will not be in question. The uncertainty of raw materials, quality of production and quality of products are different.

You see, the famous car brand Mercedes Benz has also had problems, and there has been a "smashed car" incident, so some well-known enterprises in this announcement are also very normal.

It should be said that enterprises are still more afraid of being notified, they prefer to be fined 10000 yuan of money, do not want to expose this to consumers.

The reason is that although a product of a batch is reported, consumers will not be able to distinguish them carefully. They only recognize a brand, which is "dishonest" and is hard to choose two times.

Golden Triangle boss: according to your inspection, what aspects of children's products are prone to quality problems?

What are the main reasons for these problems?

Liu Hualing: we just had a meeting last Thursday and recalled a batch of local children's clothes because the chemical composition of the children's clothing exceeded the standard.

On the basis of our inspection results, the reasons for the failure of children's clothing are mainly reflected in the problems of unqualified cloth, poor material quality, excessive chemical composition, unqualified fiber content, technical and formula problems, and the sign problem.

For example, a batch of new products follow the old logo.

And children's shoes are mainly reflected in wear resistance and folding resistance.

The formaldehyde content of children's clothing exceeds the standard. Generally speaking, there is a problem in the procurement process of enterprises. Some small businesses do not have their own laboratories. Naturally, it is impossible to check the raw materials for purchase and subsequent tests. What the suppliers say is what they are, and can not conduct two tests on their products.

The same is true for children's shoes. Wear resistance and folding resistance are all related to the cost of soles. Enterprises are cheap and low cost shoes, so they can't meet the national standards.

Therefore, for enterprises, purchasing raw materials is an important link.

"Golden Triangle boss": our children's products enterprises seem to be encountering the "quality gate". How should children's products and other enterprises in Quanzhou overcome these phenomena and face the increasingly competitive environment?

Liu Hualing: quality management is a systematic project. There is an advertisement in the nine trousers of the king of the West. The core of the advertisement is: 5600 people work together to create a nine Buddha King trousers.

And the production process of trousers is proved by data: 108 processes, 30 times ironing, 98 knives streamlined tailoring, 8000000 body curve data...

This is just an example. We think that the quality of the enterprise should be similar to the content of the advertisement. Every process has quality control. Only the previous process is qualified, can we enter the next process. Every employee must have quality consciousness, keep good source, key technology, key links and factory inspection.

From a strategic point of view, we should reflect on the value of enterprises, from simple price competition to value competition, and gradually establish the core competitive advantage of enterprises.