How Should Chinese Footwear Enterprises Cope With Cold Winter?

< p > reporter: the advantages of < a href= "http://www.91se91.com/pioneer/" > made in China "/a" are mainly reflected in labor force and land resources. Why is the advantage inferior today? What is the underlying reason? < /p >

"P > Wang Jiwan:" a href= "http://www.91se91.com/news/index_h.asp" > advantage < /a > is a disadvantage which is the inevitable rule of the development of market economy.

We can only get temporary growth before relying too much on low labor costs and low price land resources.

When the trend of Global trade enters into quality, price and brand success, our overdraft success in the past few years will be the return and cost of today's failure.

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The most profound reason for this is p. I think it is a question of enterprise strategy. It is not far away for an enterprise or an industry to see only 35 years of growth but to ignore sustained growth at a long-term strategic level.

Consciousness innovation is the most fundamental innovation. We still have a lot of businesses and industries who are lucky to be immersed in the joy of rapid growth, while ignoring the potential crisis. This is an important reason that China's manufacturing is losing its edge.

More importantly, with the deepening of competition and relying solely on the so-called advantages of labor force and land resources instead of finding a short board from fundamental product innovation, business model innovation and management innovation, we will face a bigger industrial crisis.

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< p > reporter: the possibility of further acceleration of RMB appreciation is becoming a reality. The 1 US dollar has a record high since the 7.1029 yuan RMB exchange rate reform. For export oriented Chinese enterprises, the crisis and pressure brought by RMB appreciation is more and more far-reaching.

In addition, international oil prices exceed 105 dollars per barrel.

What is the far-reaching impact of RMB appreciation and soaring international oil prices on China's footwear industry? < /p >

< p > Wang Jiwan: < a href= "http://www.91se91.com/business/" > resources < /a > the rising price will definitely affect the development of various industries.

At present, the export of footwear products in China highlights the structural contradiction, which is mainly manifested in the large quantity of export products, but the low price. The export enterprises are large, but the scale is small.

In addition, similar to other traditional processing products, China's footwear industry is still at the end of the industrial chain. We lack control over the intermediate links of footwear distribution in the international market, and the establishment of the retail links network is still in its initial stage.

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< p > oil price rise and RMB appreciation are undoubtedly a cost calamity for shoe enterprises solely dependent on export trade.

Due to the low added value of our export shoes and the low output value of the unit energy consumption, the Chinese footwear industry must adjust its structure. We must change the old trade growth mode and not lie on the edge of some resource advantages. The Chinese shoe industry will make the industry stronger, bigger and deeper, and the remaining opportunities will be less and less.

If we do not change the way of growth rapidly, then we are waiting for death.

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< p > reporter: once, "made in China" was repeatedly misunderstood and discriminated against.

In the western context, "made in China" is synonymous with low price, low quality and low grade.

For a long time, the export of Chinese goods to the outside world contributes immense energy to the global economy, but often fails to receive due respect and attention.

Chinese brands are also unable to match their competitiveness.

Let's reflect on it. Why? < /p >

< p > Wang Jiwan: from a macro point of view, adjusting the industrial structure, strengthening the service industry matching with the manufacturing industry, getting rid of the situation of low cost processing trade and increasing the added value of China's manufacturing industry are the ways for the long-term development of China's economy. From the micro perspective, it is the only way for Chinese manufacturing enterprises to actively explore new development directions as a manufacturing industry and enhance the added value of the manufacturing industry through technological innovation, brand and talent building.

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In the 30 years of reform and opening up, China has indeed won the world market by quantity and low price. But today, when resources are tight, competition is turning to quality and brand competition, our advantages become inferior. To complete the pformation from manufacturing in China to China owned and created in China, I think we should make efforts in terms of the quality, efficiency and brand competitiveness of enterprises, instead of just staying in price wars and resource wars. P

China's footwear industry has entered the era of brand winning, not the symbol of advertising surface, but from qualitative changes in product quality, technology upgrading, management innovation, health and environmental protection.

This road does not go today, it has to go tomorrow, sooner or later, it has to cross.

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< p > reporter: China's footwear industry must adjust its structure and change its original mode of trade growth so as to make the industry bigger and stronger.

So, as a Hengda store, how did it take the lead in the past few years? < /p >

< p > Wang Ji Wan: These are all facts and facts.

One day we realized that it was not important. The important thing is how to practice.

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"P" Hengda has been doing it steadily for 25 years. Whether it is internationalization or globalization, it is now a new chapter in the construction of China's footwear industry, and it is a reflection of the effective, quality and healthy growth of China's footwear industry.

We must pform the growth pattern, on the one hand, we should make innovations based on customer value and enterprise ecological chain. On the other hand, we should also face up to and face the impact of capital innovation on traditional manufacturing industries. We must win the brand reputation and market efficiency of the world market. We must change from traditional innovation to innovation and system innovation. I think we must jump out of the dilemma of being a follower, and we must break the line of innovation and realize your differentiation.

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< p > no scientific and standardized market planning, lack of product portfolio management, and no improvement in investment decisions, our innovation will be blind and risk will be great.

Hengda will not do things that are irresponsible to customers, shareholders and society. Even if it is a good idea, it will not touch the healthy growth of enterprises. This is the "high voltage line" of the market.

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< p > Hengda carries out the pformation of intelligence management. R & D is only a necessary condition for Hengda innovation. To complete the core technology, product reliability, safety, comfort and health, we must stand on the market to see whether the whole innovation pipeline is smooth through the role of the third party, whether the system innovation supports the whole strategy of the enterprise, and cares for the value chain of the survival and development of the enterprise.

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