Wenling Children's Shoes: Survival Of The Fittest To Improve Quality

< p > how to change from "quantity economy" to "quality economy" to "brand economy" is the difficult problem faced by Wenling Tong a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, how to enhance the brand cultural value and enhance the added value of products. Approved by the State General Administration of quality supervision and quarantine, recently, the quality improvement project of children's shoes in Wenling Chengbei street has become a national demonstration project, the first demonstration project in the country. At the same time, Wenling formally issued the work plan for improving the quality of children's shoes in Chengbei street of Wenling, and decided to gradually lead children's shoes enterprises to develop new road of quality and efficiency in the next 3 years, and actively cultivate and create regional brand production base of Wenling children's shoes and "National Children's shoes product quality improvement demonstration zone". < /p >
< p > 30 years of development, the a href= "http://www.91se91.com/news/index_c.asp" in the north of the city, the shoe enterprise < /a > has long been a leap from the survival of the lowland to the entrepreneurial heights. Standing on a new historical node, they will embark on a road of quality revitalization that is in line with the regional characteristics of Wenling. < /p >
< p > < strong > survival of the fittest, forcing quality improvement < /strong > /p >
< p > as one of the cradles of Wenling's footwear industry, the children's shoes industry in the north of the city plays an important role in the regional economic section: more than 600 children's shoes enterprises, 35 thousand employees, "China's footwear industry (< a href=" http://www.91se91.com/news/ "> sports shoes < /a > export base)," China's shoe city, the hometown of children's shoes ". < /p >
< p > last year, the street children's shoes reached 150 million pairs, sales exceeded 3 billion yuan, and the domestic market share reached 60%. < /p >
< p > the public service platform of footwear comprehensive inspection in Wenling is located in the dense mountain horse industrial zone of shoe enterprises. This inconspicuous two storey building has a complete set of testing technology from footwear raw materials to finished products, and is also a designated hospital for all shoe companies in the north of the city. < /p >
< p > every month and every quarter, shoe enterprises voluntarily send inspection. According to their respective "health records", the testing center makes analysis and comparison every month, and puts forward suggestions for its production and operation. In some small growth businesses, the street will regularly organize quality checks. < /p >
< p > quality is the premise of brand. In recent years, a set of standardized credit evaluation system for children's shoes has been established in Chengbei street, in order to improve the quality of children's shoes. At present, the street children's shoes regulation companies have all been included in the quality credit evaluation system, more than 80% of children's shoes enterprises open to the community commitment to quality and integrity. < /p >
In order to determine the athletes' performance, P must be based on a set of criteria. The same is true in the footwear industry: who becomes the leader and the "rulemaker" of the industry, who has the right to speak. < /p >
< p > under the guidance of the national footwear Standardization Committee, Chengbei street has established a standard information library covering children's shoes industry through children's shoes standard public service platform to guide enterprises to carry out standardized production. Under the encouragement of the streets, 20 leading enterprises such as Bo Yang, Fei Ying, Bi Ke and Fu Delong participate in the quality industry alliance of children's shoes enterprises. Among them, Bo Yang and Eagle are also involved in the drafting and formulation of 2 National Children's shoes industry standards. < /p >
< p > < strong > judging the situation and building independent brand > /strong > /p >
< p > footwear industry is one of the four pillar industries in Wenling. Wenling's existing a href= "http://www.91se91.com" > shoe making enterprise < /a > achieves more than 6000, with an annual output of over 1 billion 300 million pairs, known as "the world's performance, ten has one". However, looking at the domestic footwear market, the footwear industry in Wenling has not yet removed the label of "low price", "shoe worship" and "batch". < /p >
< p > Yu Haibo, Secretary of the Party Working Committee of Chengbei street, pointed out that the north of the city should develop children's shoes, take the road of differential development, and grasp the advantages in the market segmentation. In the field of children's shoes in China, a group of children's shoes in the north of the city are ready to enter the blue ocean. < /p >
< p > "imagine if the children's shoes enterprises in Wenling can produce one or two listed companies and take the lead in starting regional brands." on the 30 day, when Wenling founded the National Children's shoes quality promotion demonstration project mobilization meeting, when the Deputy Secretary of the Wenling Municipal Committee and mayor Li Bin threw this question, Yuan Kangning, chairman of the Bi Ke sporting goods Co., Ltd., who sat on the stage, could not help but clenched his pen tightly. < /p >
< p > "the same pair of shoes, workmanship, material quality is almost the same, the appearance can be equally comparable, Wenling sells seventy or eighty yuan a pair, Fujian Jinjiang sells 200 yuan to 300 yuan, Taiwan, South Korea sells 300 yuan to 500 yuan, Nike, Adidas can sell one thousand or two thousand." Yuan Kangning came to the conclusion that enterprises have no brands, just like people without culture. < /p >
In May of last year, he signed a letter of intent with Disney, the world's top 500 BELLE group, to produce Disney brand children's shoes for P. At the same time, Bi Ke also striving to develop and strengthen the independent brand chick, vigorously King Kong, Wand Princess and so on. < /p >
< p > Chengbei street is also giving full play to the main role of enterprises in creating brands, encouraging them to implement their own brand strategy, and formulating the "2011-2015 year a href=" http://www.91se91.com "children's shoes industry < /a > brand development plan", establishing children's shoes brand promotion service station, and creating a strong atmosphere for brand creation. < /p >
< p > < strong > innovation drive, leveraging development engine < /strong > /p >
< p > low tide of foreign trade, high cost of labor, rising raw material prices, and even the government's preference for high-tech industries. All kinds of factors compress the survival space of footwear industry. < /p >
< p > "tradition is not equal to backwardness, transformation is not equal to conversion." Yu Haibo always believed that the shoe industry is always a sunrise industry, and the pivot of the market is innovation driven. < /p >
< p > in the first half of this year, Fu Delong introduced several sophisticated equipment for stretch molding and computerized embroidery. The products were not only beautiful in appearance but also in excellent quality, and manpower investment was also reduced by 1/5. In the north of the city, Eagle enterprise is actively creating cultural and creative companies to develop animation derivatives, ready to make up the short board and win the market with animation culture. < /p >
< p > in the past, many shoe companies often rely on market stall and "retail + wholesale" mode to sell products. The more the intermediary business is, the smaller the profit margins will be. In September 4th, the Wenling Municipal People's government will sign a cooperation framework agreement with Alibaba on the "Alibaba Wenling footwear industry belt", and authorize the construction of e-commerce city in the north of the city, showing the determination to break the traditional sales mode and boost the transformation and upgrading of the footwear industry. < /p >
< p > "from" quantity economy "to" quality economy "and" brand economy "is one of the signs to test the success or failure of the demonstration project of the quality of national children's shoes. We will continue to do well the card of "the hometown of Chinese children's shoes", carefully cultivate regional brands, strengthen the protection of independent brands, and seize the commanding heights of industry development. Lian Yongming, director of the subdistrict office, made a statement at the mobilization meeting. < /p >
< p > around the implementation of the national level < a href= "http://www.91se91.com" > children shoes product < /a > quality demonstration project, Wenling has set up a work leading group, and has set clear goals for the 5 aspects of industrial scale, export-oriented economy, quality level, industrial level and comprehensive strength. Through the implementation of the "586" action plan (five goals, eight strategies and six projects), the comprehensive competitive strength and overall quality of the industry have been comprehensively promoted, so as to promote the sustained and healthy development of the industry. < /p >