Wenzhou Shoe Enterprises: Advance Or Retreat?

A review of the past more than 20 years ago, that is, in the embryonic stage of China's reform and opening up, the bold Wenzhou people have grasped this opportunity acutely. All walks of life have mushroomed like mushroomed in the forefront of the whole country. "Wenzhou people dare not do anything except aircraft cannon,"

This is especially true for shoemaking enterprises in Wenzhou. In a short time, they became famous overnight.

At that time, in the period of relative shortage of material, people's consumption ability was extremely limited, one-sided pursuit of low price, low quality requirements, and almost no expectation of consumers' honesty for enterprises and products. Under such circumstances, the short term behavior of enterprises getting rich overnight began to prevail. For a time, almost all the markets in the country were flooded with "full moon shoes" and "half moon shoes" produced in Wenzhou, and Wenzhou became a synonym for counterfeiting and shoddy products.

With the fire in Hangzhou, the people in Wenzhou woke up and realized that they started a real and more difficult two venture, that is, from this point on, Wenzhou people began to understand the quality of products in depth.

It is known that only good products can revitalize the shoemaking enterprises in Wenzhou, and will reorganize, cooperate and inject capital into the small family businesses.

The new round of entrepreneurial army has sprung up in the 90s of last century. The world's most advanced shoe making equipment began to pour into Wenzhou. The world's leading shoemaking technology was introduced to Wenzhou, and Wenzhou shoe enterprises entered a big development period.

With the guarantee of quality, Wenzhou has attracted the attention of foreign countries. A large number of foreign businessmen have crossed the ocean to Wenzhou, leaving a large number of orders, thus creating a large number of shoe making enterprises in Wenzhou.

It should be said that at the end of the last century and the beginning of this century, about 10 years is the most brilliant period for Wenzhou shoemaking enterprises.

In the era of brand winning, it should be said that when Wenzhou people began to understand the importance of quality, they recognized the brand.

The Wenzhou people found that the bitter wine they brewed began to play a role. Their products, which were laboriously hard to be true, were labeled "Wenzhou" after two words, but no one was recognized in the market, but the products made in Shanghai and other big cities were just like a duck!

After capturing this information, the smart Wenzhou people immediately took advantage of it. A large number of them were produced in Wenzhou, but they marked "all kinds of shoes made in Shanghai". They spread all over China in the north and south, inside and outside the Great Wall.

The first batch of shoemaking enterprises in Wenzhou began to gain a firm foothold and excavated the first barrel of gold, which also laid a good foundation for the development of Wenzhou's footwear industry in the future.

In the new century, a large number of Wenzhou shoe brands are coming out, and the brand of shoes from Wenzhou is attracting more and more attention from the market.

Many brands such as Kangnai, AOKANG, red dragonfly and so on have become popular in China and abroad. More and more small and medium-sized brands such as spider king, Japanese Thai, Bai Na, Jie Hao, Tong bang, and Erkang are even dozens of famous brands.

While making full efforts to build the brand, the "luxurious cloak" outside the brand is everything.

At first, the "China leather logo", "ISO certification", "national inspection free products", followed by Eight Immortals crossing the sea, relying on all kinds of ways to get the "China famous trademark", "China's famous brand products", all together!

Can we draw a conclusion that the shoe making enterprises in Wenzhou will take a larger and more powerful step?

From last year to this year, the sales volume and output value of Wenzhou footwear enterprises have been slipping down. Why is there such a situation?

First of all, let's take a look at the shoes produced in the market in Wenzhou. It is not difficult to see a very embarrassing problem. It is the lack of product style, the lack of characteristics, and the very serious chemistry. No wonder people say that we need to look at Wenzhou shoes and choose a Wenzhou shoe store to have a look. Other shops will no longer have to look at it, because everyone is the same. Now how does Wenzhou's shoemaking enterprises make shoes?

According to people familiar with the matter, there are almost any new shoe manufacturing department in Wenzhou that has never heard of before. The outsourcing department is not buying raw and auxiliary materials for enterprises, nor importing advanced technology and talents for enterprises. They buy shoes that have been produced for shoemaking enterprises, and are purchased from some unknown family workshops.

Shoes manufacturers buy shoes?

Can the quality of these shoes be guaranteed?

Only God knows!

Wenzhou shoemaking enterprises seem to have forgotten their lessons before laying down their brands when they have spent so many years and energy to build brands.

In Wenzhou, there are a large number of manufacturers who manufacture shoes for big brands. They produce the same type of shoes every day, but they need to label several or more than ten brands. No wonder the shoe styles on the market are so similar.

It is no wonder that the products produced are subject to cold reception in the market.

It is unthinkable that such a place, known as the Chinese shoe capital, which produces more than half of its leather shoes, exceeds the total number of the country. There are few products that have developed independently, and it is self-evident that they do not have market competitiveness.

Although the elements of the brand are all in appearance, but no in-depth understanding of the brand, Wenzhou shoe enterprises are undoubtedly faced with a bottleneck in the development history.

If Wenzhou shoe enterprises can not focus on the research and development of their own fist products, they may think that they can not hold on to the brand name in the market.

According to rumour, AOKANG has established its own R & D base in Dongguan, Guangzhou, and strives to create a road of independent innovation. It is the leader of Wenzhou footwear enterprises. AOKANG's move to Wenzhou's footwear industry is of great significance and great epoch-making significance.

After all, once the smart Wenzhou people wake up, the result is what we can hardly imagine.

Next, with the continuous integration of the market, Wenzhou shoe enterprises will have a new opportunity. At this point, Wen enterprises will face a great pformation process of financing and integration, and the Wenzhou people will see the present at the moment.