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China'S Leather Industry Goes To The Turning Point Of Pformation.

2013/4/26 20:59:00 21

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Leather Industry Leather Pformation And Upgrading Leather Brand Leather Products

recently, China's < a target= "_blank" href= "http://www.91se91.com/" > leather < /a > Association issued a report on "economic operation of leather industry in 2012 and development forecast for 2013".

In the report, Su Chaoying, chairman of the China Leather Association, said, "the leather industry in 2012 has increased but its growth rate has declined, especially the import and export growth rate of leather skin" a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > and so on. In 2013, the leather industry in China is expected to maintain a steady growth trend, but the growth rate will be affected.

Annual industrial output growth is above 10%, and annual import and export growth will be less than 10%.

"for the typical export-oriented industry, China's < a href=" http://www.91se91.com/news/ > leather industry < /a >, the above data imply that China's leather industry has gone to the turning point of pformation.

Su Chaoying said.

pformation turning point

"like spring weather, our industry is also somewhat cold this year."

Zhang Chengbin, who has been engaged in leather processing for 10 years, complained to reporters.

although Zhang Chengbin, a general manager of the a href= "http://www.91se91.com/news/index_c.asp" bag factory, this year, she can often have tea and chat with her friends.

While he was in the factory of Haining Economic Development Zone in Zhejiang, when he was about to go to work, only a few workers walked slowly into the factory gate, just like an outdoor spring outing.

"no big orders, factories are almost in a state of shutdown, and there is no way to demand the enthusiasm of workers."

Zhang Chengbin is also very helpless for this situation.

"In previous years, spring and summer season were the peak period for processing foreign orders, and factories often made orders through day and night.

But since last year, this kind of good scenery has been no longer, and now most of them are domestic small batch orders.

Less than p years ago, Zhang Chengbin was disdain for such a small batch in China.

Although OEM is not well-known for foreign companies, large quantities of orders make it easy for Zhang Chengbin to earn a full pot.

"after two or three years of no good days, the prices of raw materials imported from China are rising, and the export situation is becoming increasingly low. It is obvious that we are unable to cope with the situation."

Zhang Chengbin sighed.

In fact, the sluggish export situation is also facing a series of attacks. On the one hand, the demand of the developed countries is not strong, but the technical barriers are becoming increasingly harsh. On the other hand, the leather industry of Southeast Asia and other countries are rising suddenly.

"There are more and more trade frictions, and our raw materials and labor costs are not dominant compared with those in Southeast Asia, which makes us have no pricing power at all, and can only be placed around orders."

"in fact, the factory's downtime is not completely without orders, and sometimes orders are not available."

Zhang Chengbin said, so far, the dollar is still the way of settlement that he and his colleagues accept international orders, but the exchange rate changes often limit their profit space to the limit or even become a negative value. "Therefore, in order to face orders, we have to cautiously refuse."

for processing enterprises, no order means there is no way out.

Transformation has also turned to an inflection point.

"Many export enterprises have begun to return to the domestic market. This is indeed the driving force for our pformation. This is evident from the international brand's leather products being sold at home.

Take bags as an example, many products sold internationally by international brands are actually foundry in Haining.

Zhang Chengbin said frankly.

and according to the data of China Leather Association, the proportion of domestic sales in leather industry accounted for 72% of sales value in 2012, up 1.4% compared with the same period last year. This is the 12 year increase in the proportion of domestic sales of leather industry since 2000.

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but how easy is pformation?

channel problem

"there are many partners who can't do it anymore. We are also struggling to find a way out."

Over the years, like Zhang Chengbin, the leather processing enterprise, which has been doing export market all the year round, although the profit is considerable, it has not established a perfect marketing mode and marketing network in China, but it is inevitable to pform domestic market.

Less than P, the shortage of channels has also become a painful experience in the pformation of export enterprises.

"now, we are very envious of Hongkong KC group. Its domestic sales outlets cover not only the major cities, but also the world's footprint in the United States, Italy, France, Korea and other parts of the world.

Zhang Chengbin said that the typical tragedy of OEM enterprises is always arriving at a helpless juncture before they begin to think about their shortcomings.

but for most enterprises, this kind of reflection should become the driving force for breaking the cocoon and becoming a butterfly.

"many people in the community think that environmental protection will be the primary problem in the pformation of the industry, but it is not.

Raw leather itself is not polluted and poisoned. Its emissions mainly come from two aspects. One is the use of polluting chemical materials, the two is "a href=" http://www.91se91.com "> raw skin < /a > the removal of non tannery substances in the processing process into the waste water.

And by cleaning a href= "http://www.91se91.com" > tanning process < /a > technology, the two sources of pollution can be avoided in the production process.

So at present, for our export-oriented enterprises, the most important test to fight in China is laying the channel.

Zhang Chengbin said.

"P >" our investigation and study found that the domestic market not only has a long paction chain, but also needs to accumulate a large amount of funds in every link. It should consider the special needs, entertainment, customers, terminals, and hidden rules. Among them, the middle cost of the channel, the development of various kickbacks in the market, the cost of public relations, and the entry fees are all full of "channel hegemony", as well as the cost of public relations and safeguarding the rights of the government, which often exceed the affordability of a medium-sized enterprise.

Zhang Chengbin said that changing ideas has become a difficult task for enterprises accustomed to foreign trade, and it is even more difficult to change the practice at the same time.

"but if we can not make these changes, we can only change or wait to be eliminated.

And turning around means restarting from a new industry or field. This test is even greater. "

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brand confusion

The laying of channels for strong > can not be separated from brand building.

.

"the brand consciousness of the OEM enterprises is generally poor. Many business owners have no brand awareness, and many executives think that registration of a trademark is a brand."

Zhang Chengbin worried that he did not think about the brand before, but now the industry is forcing the head of the enterprise to think about it.

as we all know, no brand, enterprises have almost no pricing power.

At present, the leather foundry enterprises in China are not in the minority. They are still competing in the price, which will allow these enterprises to be at low level and continue to compress profit margins.

Without profit margins, it is a mere empty talk to develop domestic and foreign markets independently.

"now, we also understand that < a href=" http://www.91se91.com "> brand building < /a > and channel laying are complementary things.

Without brand, consumers can not be recognized, so it is impossible for enterprises to develop channel construction on a large scale.

And the level of channel construction directly determines the expansion of brand influence.

But brand and channel test are all marketing capabilities. Most of our enterprises have the ability to produce. "

Zhang Chengbin believes that although many export enterprises have realized their limitations, the distance between them is still far away.

in the process of breakthrough, it is bound to pay high tuition fees, which is a deterrent to many enterprises.

"P >" foreign trade is mainly for services, and domestic sales are mainly for the market, which are two completely different systems.

Foreign trade will turn to domestic sales. It is necessary to pay high economic costs to develop the market, and the important support of market development lies in brand awareness. But consumers' recognition and acceptance of a brand often need a long-term process.

Therefore, the path of pformation of most enterprises is actually caught in a vicious circle.

Zhang Chengbin told reporters that after weighing the pros and cons, many peers still stick to meager profits and insist on doing foreign trade.

"in fact, for this industry, it is not just our foreign trade enterprises that need to shape brands to domestic sales, that is, those enterprises that develop well in China, and their brand awareness needs to be further promoted.

Combing the leather brand sold in China, we can easily find that the high-end market is still occupied by foreign brands, and only some regional brands in our country can compete with these brands locally.

Finally, Zhang Chengbin said.