Shoe Enterprises "Pformation And Upgrading" To Find Their Own Way

< p > < a target= "_blank" href= "http://www.91se91.com/" > shoes > /a > enterprise pformation and upgrading. Interview with Li Yu Zhong, executive director and Secretary General of China a target= "_blank" href= "target=" > Leather Association, hopes to provide some reference and guidance for industry enterprises.

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< p > Q: please briefly introduce the relative situation of < a href= "http:// www.91se91.com/news/index_c.asp > > Leather Association < /a >.

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< p > A: Leather Association was established in 1988. This year it was founded 25th anniversary. It is an industry organization composed of upstream and downstream industries, research institutes and institutions.

The function is to assist the government in formulating some countries' macro policies, including industrial policies, etc., as well as to provide some preliminary professional research and information, suggestions and so on. Second, the establishment and testing of industry standards is an important work of our concern. As the chairman of the shoe and leather Committee, we work hard to coordinate and guide the relevant work of the national footwear Standardization Technical Committee and the national footwear quality supervision and inspection center; third, the internal work of the association itself, including cultivating brands, technical exchanges, expanding markets, and economic and trade negotiation activities; and fourth, representing the whole industry and safeguarding the interests of the industry.

For example, in international trade, after anti-dumping, trade barriers, trade disputes and other problems arise, we regulate, mediate, coordinate and adjust, and represent the industry to coordinate with international organizations; fifth, members work.

The association has more than 1300 members, basically covering the large and medium-sized enterprises in the industry.

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< p >: Q: < a href= "http://www.91se91.com/news/" > leather industry < /a > related standards, what is the development prospect? < /p >

< p > answer: because leather industry covers a wide range, there are four main industries and four supporting industries. The four main industries are leather making, fur, shoemaking and leather products.

These main industries include bags, < a target= "_blank" href= "http://www.91se91.com/" > clothing "/a", footwear, belts, and so on, which are indispensable products in our daily life, so there are more relevant standards.

At present, there are about 101 national standards of leather and shoemaking industry in China.

These standards are the summing up of many years' work and the supervisors and promoters of the development of the industry.

At the same time, the leather industry is a traditional and ancient industry. It is also an evergreen industry. It is pure natural. There is no high energy consuming and traditional industry, and the market is huge.

This is because, first of all, leather is a natural and renewable resource.

Like diamonds, jade, mahogany furniture, all natural is eternal health value added; second, the more ancient, the longer vitality.

For example, in the late 80s and early 90s, the beeper machine was also popular for several years. The vitality of high technology is relatively short, unlike the leather industry.

Archaeological finds that the origin of the leather industry has a history of 600 thousand years, and our tanning technology is very old. These are still in use. Third, the leather industry itself is in line with the concept of circular economy development.

Human consumption of animal meat products is to meet the needs of people's survival and life. Animal skins are their ancillary products. If they are not treated well, they will become a source of pollution. Our leather industry is through the "waste recycling" way, making it a high-grade production raw material, conforming to the concept of circular economy, which is also the advantage of the development of the industry.

In the current international market, China's leather shoes account for 60% of the market share, 70% of luggage and bags, 15% of raw materials and 50% of fur. All of these indicate that our country has a unique advantage in the leather and leather products industry, and has a very high industry position and a good momentum of development.

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< p > Q: what are the characteristics of domestic a href= "http://www.91se91.com" > footwear brand /a > construction? What are the characteristics, advantages and disadvantages compared with the international market? How should enterprises improve themselves? What role does the relevant standard work play in this process? < /p >

P: answer: China is a big leather country, not a powerful country. A very important part is the lack of a high reputation brand.

The influence, popularity and maturity of domestic brands are all worse than those of foreign countries. This is our weakness.

In fact, cultivating brand takes time and culture to precipitate. It is not a matter of time. There must be a process to make a brand.

What we know and know all about women must be brand names.

But there may be a brand in some areas, but most people do not know, for example, wheelchairs for disabled people are brand in this field, but most people do not necessarily know this brand.

There are also nurses' shoes and golf shoes in the shoes. This field is well done, and it can be out of this area. Ordinary consumers may not know.

Therefore, when we make a brand, we must first set a good place, combine our advantages, and position accurately; second, brand building must have a professional team, professional people to do this thing, professional team to support.

From the perspective of competitive factors, human factors should be ranked first in the development of enterprises.

I once classified the development of our leather and < a href= "http://www.91se91.com" > shoemaking industry < /a > into several stages: the first stage, at the beginning of reform and opening up, our enterprisers developed by luck. At that time, the shortage economy decided that whether you have technology or money, if you dare to go to this industry, you will definitely make money. In the second stage, the development of 90s depends on "wealth", buying land, planning and developing, specializing in production, investing in plant, technology, equipment, etc. in the third stage, entering the twenty-first Century, our competition depends on talent, talent, team, talent support, and money does not necessarily have good projects.

A good project cannot be completed because it lacks talent.

All walks of life, the core factor is talent, whether it can be developed or not depends entirely on how your talents are owned and used.

Another fundamental factor is quality. Without quality, there is no foundation and no development.

And to ensure quality, we can not do without standard work.

In the process of brand building, standard work is not only a supervisor but also a supervisor. While urging the enterprises to push the quality up, it also takes the responsibility of supervising the enterprises so as to ensure that the high quality products are more competitive in the market.

Therefore, the standard work should be based on the characteristics of the industry and make the standards suitable for the development of the industry. Only in this way can we give full play to the role of the standard and better serve the development of the industry.

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P > question: at present, what are the reasons why China's shoe industry domestic brands and foreign brands still have a better comparison? < /p >

< p > answer: there are several aspects.

First of all, China's industry development time is short, many private enterprises were set up in the early 80s, the domestic brand like BELLE is only 20 years or so, that is, 30 years of history. Foreign brands are over a hundred years of precipitation, which in itself is a natural gap, the development stage is different; secondly, the consumer concept of consumption is not rational, to a certain extent, like foreign brands better than domestic brands.

For example, the sale of luxury goods in China is very good, but the gap between quality and domestic brands is far less than the price gap. Many brands of raw materials are globally integrated, and many high-end brands abroad are placed in China, and the domestic production level can reach the relevant requirements.

It can be seen that the gap between domestic and foreign brands is not the production aspect, but the brand effect; for the third reason, the enterprises pursue the short-term effect and are too impatient, hoping to earn the maximum profit through the shortest time.

In fact, this is not only a problem in the shoe industry, but also exists in many other industries.

In fact, the development of enterprises and brands both have their own laws. If they are violated, they will be punished, resulting in half the effort.

Of course, our products and foreign mature brands, there are still some deficiencies.

For example, women's shoes, large numbers of < a href= "http://www.91se91.com" > shoes < /a > are very few, unlike some foreign brands, more detailed, and even half size shoes, these products range is not wide enough and other factors, is also one of the reasons why our brands can not compete with foreign brands.

In fact, this is also one of the important contents of our next standardization work: I met relevant colleagues, and I am doing this work. The situation will be that shoes and shoes are the same in any country.

Now there are different problems of shoe type shoe numbers, which are unified in China and different from international ones.

Even if the shoe number is unified, the size of the same size shoe will still be inconsistent in the production process, for example, the lack of mastery of the process is all the reason.

Therefore, we must do a good job of standard work in this area, provide better support for brand building and provide support for the development of the industry.

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< p > Q: some people say, "domestic a href=" http://www.91se91.com "> shoe industry brand < /a > many, homogenization degree is very high, market positioning is vague."

How do you see it? Why? < /p >

< p > answer: I admit it.

This is the case in many parts of our country. If we label the trademark, we can tell which brand is the product. If we do not label it, it is very difficult to tell the difference between the brands.

First, because many brand enterprises are outsourcing processing, many brands can not do every type of products. Considering the cost factors, many types of products can not outsource the economy if they fail to achieve a certain quantity.

Thus, a contract of production of similar products of different enterprises will be produced at the same time, which will result in homogenization to a certain extent. For the second reason, the enterprises should learn from each other in the design and homogenization of the products. Third, our shoes are daily consumer goods, and the market demand is very similar, resulting in homogenization.

But on the whole, we have made great progress. We have made great progress in designing and developing products independently. Some large enterprises have launched tens of thousands of styles every year.

In fact, the same is true abroad. Homogenization is also common. In fact, shoe products are small to small leather, with a high degree of similarity.

There are many types of large enterprises, so the similarity between big enterprises is understandable.

However, some small businesses, because of their focus on product production in a certain field, such as nurse shoes, insulated shoes, hand-made shoes, etc., are characterized by such enterprises.

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< p > Q: now the industry is talking about "pformation and upgrading". What is pformation and upgrading? What are the reasons for the pformation and upgrading of industries? < /p >

P: answer: from my point of view, type: form and mode.

The original production mode is "production quantity type", producing more and selling more money, earning less but with a larger quantity and winning by quantity.

The future development mode is "quality and efficiency". The quantity will not necessarily increase, but the quality should be improved, the core added value should be improved, and the competitiveness should be improved.

That is to say, the profits of the same pair of shoes will vary from quantity oriented mode to quality benefit production mode.

The direction of pformation and upgrading of the whole industry, including the change of sales mode and management mode, is contained in it.

Compared with pformation is the pformation of production mode, upgrading is upgrading of quality level and upgrading of technology.

Transformation is not a pition. Upgrading does not mean completely overturning the original pattern. Instead, it is a step by step to create a new model.

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< p > we need to improve the indicators of economic development, pformation and upgrading is the national macroeconomic requirements.

From the national point of view, in the process of economic development, the quantity led development mode, or the primary competition development mode, is necessarily high energy consumption and low yield, including energy, pportation and so on, and the output is limited.

The quality and efficiency production mode consumes the same resources, but the efficiency is higher and the benefit is better.

From the industry perspective, the same is labor, resource allocation, water and electricity, and so on, to improve the added value of the industry, we must make the industry in the qualitative aspect to promote progress, and require enterprises to adjust and increase efficiency.

For example, the original cost of labor is 2000 yuan, and now it is 4000 yuan. Then the profits of a pair of shoes should be doubled or doubled.

And the doubling of production means more energy consumption and more consumption of raw materials. The capacity and cost of production are still the same, or quantitative production is meaningless.

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< p > Q: what role does an enterprise play in the process of pformation and upgrading? How should we deal with it? < /p >

P: answer: pformation and upgrading will bring adjustment to the industry. For enterprises, there are both opportunities and challenges.

In the process of pformation and upgrading, enterprises are definitely the protagonists. The pformation and upgrading of industries is actually the pformation and upgrading of enterprises.

Whether it is pformation or upgrading, from the perspective of enterprises, it is necessary to take their own circumstances and choose the way that suits them.

In this process, enterprises choose to change in one aspect of product design, marketing mode and management mode, or choose to go hand in hand, depending on the situation of enterprises, and there is no uniform road.

The development of enterprises is vastly different and each has its own characteristics. It is unrealistic to take the same road.

For ordinary consumers, the brand that can be remembered slightly is not more than 20, and the most familiar one is five or six.

The enterprises that have shoes in China now have about more than 7000 rules, and the brands they can make are limited.

If these companies rush to do the brand, it means that these enterprises are walking on the "single log bridge", the competition will be bigger and the enterprises will be more difficult to do.

Therefore, every enterprise should take the road that suits itself, and it is suitable for the brand to go on the road of brand. If it is suitable for processing, it will take the road of processing. It is even said that enterprises have characteristics in certain areas, such as serving the disabled, so I will develop in this field, refine the market, locate the location according to their own characteristics, and find the space for production and development.

There is no unified template for pformation and upgrading. If we must find common ground, we should improve the quality, enhance management and improve sales mode.

This is what all enterprises should pay attention to and do in the process of pformation and upgrading, and it is also the requirement and standard of enterprise development.

Under this principle, enterprises can better adapt themselves to pformation and upgrading and market competition by giving full play to their own advantages and distinct abilities.

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< p > Q: < a href= "http://www.91se91.com" > shoemaking industry < /a > is forming a gradient industrial layout from the eastern coast to the central part and then to the West. The layout will be further optimized. What will be the pattern after optimization? < /p >

P: answer: the eastern coast has a bottleneck for the development of leather and leather products in China. The three bottlenecks restrict our leather and shoemaking industry's sustained and rapid development in the eastern coastal area.

In the process of pferring the enterprises to the west, the western region has the advantages of these three bottlenecks.

At the same time, the pfer has several characteristics: < /p >

< p > the first is indirect pfer.

For example, Wenzhou is shifting all the year round. If it takes ten years and twenty years, Wenzhou will still exist. It is not a matter of one size fits all.

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< p > two is gradient pfer.

With Zhejiang pferred to Jiangxi, there may be another shift.

Decide where to go according to market rules.

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< p > three is pferred and pferred out is relative.

If Guangzhou pfers the traditional production links to the mainland, it will become a new center of design information release and pfer to the new development mode.

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< p > Q: at present, "a href=" http://www.91se91.com "> footwear industry < /a > international development environment, international brands are beginning to pfer to Southeast Asian countries. What is the impact on China's footwear industry development? How should our footwear industry face? Does industrial pfer mean the development of the industry is limited? < /p >

P: answer: China is a big country in shoe making. Now the world produces 20 billion pairs of shoes and shoes, and China has 12 billion pairs, accounting for 60%.

As far as the distribution of the country is concerned, Italy and Spain are relatively close to each other. Our country is coming from behind. Brazil, Indonesia, Vietnam, India and other countries are developing very fast.

If we look at the whole development trend now, many famous brands such as ADI, Nike and so on have pferred China's production line to Southeast Asian countries, which will have an impact on some enterprises in the development of China's footwear industry, and enterprises will have to develop other production areas with lower cost.

However, the footwear industry in China can not be completely pferred, and a part of the low-end pfer has gone. Most of the high-end products can not be pferred in a long time. This is because, first, the direct employment of the footwear industry in China is about 5 million. Such a large industrial community can not be accepted by any country. Second, our country has a very complete industrial chain. Third, the labor force price of our country is improving, but from the aspect of the cost performance of labor force, the comprehensive quality of our labor force is still good and competitive.

Therefore, the partial pfer can not cause us illusion: we are not suitable for this industry development, industry development has been restricted, and so on, we must pfer and develop new industries.

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Q: P: what are the main aspects of international trade barriers that you understand? How do we do that? What are the roles of standards in solving these problems? < /p >

< p > answer: mainly aiming at low price, as well as technical barriers, such as our materials, internal standards, etc., in fact, there are similar situations in other industries.

In leather products, it mainly concentrates on the composition and the residual of chemical materials.

In view of these problems, we can use standards to protect self interests, and there have been such successful cases before.

In fact, leather making technology in the world is not unattainable. If they can put it forward, domestic enterprises can carry out production according to their standard requirements, including the use of products instead of products to solve these problems.

At present, many problems, including formaldehyde, dyestuff and six valence chromium, have been solved gradually through technological improvement.

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< p > Q: < a href= "http://www.91se91.com > > shoe-making technology < /a > standard, what is the comparison between domestic and international level? < /p >

< p > A. there is little difference between the technology and the international market, but we still have a gap in design. From conceptual design to product design, we still have shortcomings.

On the integration of production and equipment, high-end machines are doing very well, and the gap is very small.

Proficiency in operation, China's skilled workers are also gradually increasing, the level is also very high.

But there is still a gap in quality management. We will do it, but it does not mean that we can do it well. There is still a gap between our company and international in terms of meticulous management.

Entering the twenty-first Century, our level has made great progress, and the gap with the international level has begun to narrow.

Now, many international brands are being produced in China, which means that the production level of our country can reach the international standard.

Of course, this is the leading domestic enterprise level, and there are still far behind the relatively backward enterprises.

In terms of standard work, the standard level of our country has been in line with international standards, and has even been leading in some fields. This is the result of many years of efforts made by the shoe making industry in China, and is also the result of efforts of the relevant standard working bodies.

Moreover, the relevant enterprises pay more attention to standard work, and use standards to help enterprises develop.

I believe that through continuous efforts, our standard work, production work and design work will make greater progress, and promote our country to become a powerful shoemaking power.

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