Thousands Of Shoe Factories In Wenzhou Are Dotted With The Well Deserved "China Shoes Capital".

According to reports, a small town on the edge of the Oujiang River in Wenzhou is located in the town of Shuang Yu. shoes Factories are everywhere. The leather shoes produced here are linked to each other and can circle the earth dozens of times. It is a well deserved "China Shoes Capital" and "world shoe factory".

Wenzhou giant group produces thirty thousand pairs of shoes a day. The head of the enterprise said that with the help of modern production lines, more than ten people can be competent for the most complicated process of decorating flowers.

Improving the manufacturing technology and improving the production efficiency, the shoe bosses of Shuang Yu town make the "small businesses that start from the bottom" reach the limit, but are subject to the trade mode of OEM processing, but profits are suffering. Zhou Jinmiao, vice president of Kangnai group, said that the taste at the bottom of the industrial chain is really bad.

Zhou Jinmiao: how many needles and how many dollars are there? I don't know how long it will take to bargain. If we make profits clean and clean, we should not do it or have to do it.

The world economy is recovering from fatigue, trade protectionism is rising, trade barriers are being renovated, and deteriorating external environment is a lingering worry for foreign trade enterprises.

According to the latest statistics of the General Administration of customs, exports grew by only 1% in May, a record low this year. Shen Danyang, spokesman of the Ministry of Commerce, said that a special survey of more than 1000 enterprises in the country has resulted in an average export profit margin of less than 3%.

Shen Danyang: 50.7% of the enterprise order reduction, 38.1% of the enterprises only dare to receive short list, dare not receive long list, 21.2% of the enterprises dare not take orders or forced to give up the performance.

Relying on labor and cost advantages, China's foreign trade has made brilliant achievements in the world in the past 30 years, the world's largest exporter and second largest importer. Nowadays, with the increase of labor costs and the constraint of multiple trade factors, the old way of low-priced OEM to occupy the market will not work, and the extensive growth mode will come to an end.

The Ministry of Commerce's trade negotiator, Zijin Mountain, has been searching for several decades in the field of foreign trade. He pointed out that China's own brand growth is slow, we must take the courage and wisdom to solve this old problem.

Zijin Mountain: when I worked in the province, I said that the export of China's foreign trade was less than 10% of its own brand. Over the years, the number has increased by only one point or two points, and now it is probably only a little more than 10%.

In economics, there is a famous "smile curve" theory: the most abundant added value in the industrial chain is more reflected in the two ends of design and sale, just like the two corners of the mouth when people smile, and in the middle manufacturing or OEM, like the sharp chin, they can only earn the lowest hard money.

OEM, profit 5%, independent brand, profit more than 15%. The Kangnai group in China shoes capital has finished counting and is determined to improve its core technology. They are working with SATRA, the world's top footwear certification body, to invest in tens of millions of design centers. In recent three years, they have held 15 core technologies and developed more than 4 thousand new products every year.

Zhou Jinmiao: we have designed a shoe this year. If the price is 25 dollars, foreigners are willing to place the order here for 28 dollars, and consciously give 3 dollars in profits. The technology is up, and you can do it, others will not do it.

With technology and brand, we must seize the market. Kangnai's first overseas franchised store in Paris was selected in the nineteenth most prosperous business district, and the international brand is sticking hard. Now, Kangnai exports a pair of shoes 70 euros, while the domestic counterparts have less than 5 dollars.

Zhou Jinmiao: with the development of the enterprise, the store is getting closer to the shop of the old Buddha's shop. My French shop is next to him, and the street next to it is an international brand store.

From OEM to brand, Chinese enterprises are stepping up to form new competitive advantages in the field of technology, brand, quality and service. Lenovo has acquired IBM's PC business, Geely bought Volvo, Haier ranks among the ten main sales channels in the United States, and 30% of US households own Haier appliances. Made in China to create a gorgeous turn to China, the Chinese brand that embodies China's value is smiling.

Transformation and upgrading, enterprises vigorously independent innovation, the government to develop new markets. Europe and the United States market recovery is weak, last year, China and Brazil, Russia, India and other BRICs imports and exports increased by more than 70%. Facing the world and deepening the Asia Pacific region, China's foreign trade structure is undergoing profound changes. Zijin Mountain, the trade representative of the Ministry of Commerce, said that by 2015, the volume of trade between our country and the key areas of the emerging market has increased by 3 percentage points, because the East is not bright and the west is bright.

Zijin Mountain: these 3 percentage points are not allowed. Now the total import and export volume is 3 trillion and 600 billion. This is not a small quantity, but a large quantity.