"Change" Has Become The Main Theme Of Wenzhou Shoe Companies.

< p > in July of this year, Wenzhou's "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "class exports exceeded US $more than 700 million, the best export history in the month.

According to the Wenzhou inspection and Quarantine Bureau, the export of footwear products in Wenzhou from 326 million pairs in 2002 to 856 million US dollars, to 808 million pairs in 2011 and 4 billion 881 million US dollars, and 761 million pairs in 2012 and 4 billion 726 million US dollars respectively.

From 1 to July 2013, exports of 440 million pairs increased by 5.5% compared with the same period last year, with an export value of US $2 billion 842 million, an increase of 11.7% over the same period last year.

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< p > nearly ten years is the rapid development period of Wenzhou's export < a href= "http://www.91se91.com/news/index_c.asp" > shoe industry < /a >. Wenzhou's export footwear industry is very important in Wenzhou's economic and social development or the national export shoe industry.

Behind the rapid development, with the change of domestic and international environment, Wenzhou's export shoe enterprises are facing difficulties such as cost increase, exchange rate change, order pfer, and unit price increase.

How to fight in a difficult situation? Lee Hom has a song inspiring, so he sings: "if you keep working hard and never give up, you can change the world, come on."

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< < > > > > > > > P > reporter's in-depth interview with a href= "http://www.91se91.com/news/index_c.asp" > Wenzhou shoe enterprise < /a > found that "change" has become the main theme of enterprises. Whether upgrading the machine or changing the labor rate, it has effectively reduced the cost and finally made the export stable growth.

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< p > < strong > the enterprise that walked ahead is doing this: < /strong > /p >

< p > < strong > a computer needle truck is 50 thousand yuan, the price is 20 times higher than the traditional high head car < /strong > < /p >.

< p > < strong > can greatly reduce the cost, employees can only be trained for half a day to be on duty < /strong > < /p >

< p > < strong > using advanced 3D software to make shoe design realize "digitalization" < /strong > /p >

< p > giant one is a large household of export shoes in our city, and its export value reached nearly billion in 2012.

"This year, our export business has increased by about 5%."

Yesterday, giant one related responsible person told reporters, as the export base is large, the growth rate of 5% is very much.

"We have mainly taken machine pformation and equipment upgrading, strengthening internal management, reducing costs and maintaining steady development of enterprises."

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< p > it is understood that from 2010 onwards, the giant group invested 5 million yuan a year for technical pformation, the introduction of computerized sewing machines, laser machines and other equipment, machine replacement to enhance productivity.

"The production of leather shoes is controlled by computer control. All kinds of production documents need only hard disk storage, which reduces the demand for production space to the greatest extent. Moreover, this clean and environment-friendly mode of production not only reduces energy consumption, but also reduces pollution and improves efficiency from the source, and the efficiency is increased by 20% compared with that of the state footwear export."

The company's relevant personnel, the company's existing computer sewing machine 85, this device saves labor, time cost, efficiency is 5~10 times the traditional process.

Although the price of the computerized sewing machine is relatively high, the price of a 50 thousand yuan computer needle truck is 20 times that of the traditional high head car, but the investment of the new equipment has greatly reduced the cost of the staff.

The computerized sewing machine requires less operators, and the general staff can be trained for a half day to a large extent, thus alleviating the problem of technical difficulties.

The company has continuously intensified its product research and development efforts. The design has always been in the forefront of international popularity and has opened up the international market.

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In the second half of last year, the other a href= "http://www.91se91.com/news/" export shoes < /a > Big City Jindi group introduced the digital research and development software from abroad, and adopted the most advanced 3D design software in the world to develop the shoe type, making the shoe design "digitalized", saving the design time and shortening the research and development cycle. P

Mr. Xia, a staff member of the golden emperor group, said that the company has continuously introduced automated shoe making equipment, greatly improving the production level and reducing the cost of labor. "In recent years, the company has maintained a steady growth in the export business under the overall downturn of the industry."

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< p > < strong > many small businesses have encountered such a problem: < /strong > < /p >

< p > < strong > > "rush in and rush out", the rate of change is significantly higher than < /strong > /p >

< p > < strong > the elimination rate of small and micro shoe enterprises is as high as 52%, with a survival period of only one or two years < /strong > < /p >.

< p > < strong > some even made this one without the next single < /strong > /p >

< p > however, there are dark clouds behind "a href=" http://www.91se91.com/news/.

According to the statistics of Wenzhou inspection and Quarantine Bureau, from 1 to July this year, the actual export enterprises of footwear in Wenzhou were 1046, compared with the same period last year, 184 new export enterprises were closed, 206 were closed down, and the rate of change of export enterprises was 31.15%, which was significantly higher than that of last year.

Among them, most of the newly added enterprises have neither economic strength nor foreign trade basis. Basically, they belong to small and micro enterprises that rush in and rush out. The elimination rate of small and micro enterprises is 52%.

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< p > "in today's increasingly competitive export footwear industry, it is almost impossible to rely on small and micro enterprises to grow and develop themselves, and the existence of small and micro enterprises is often the main cause of disorder in the industry and local quality and safety risks, which is not conducive to the pformation and upgrading of the industry."

Song Yiguo, director of the light textile Office of the Wenzhou inspection and Quarantine Bureau, said that.

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"P > P > a href=" http://www.91se91.com/news/ "> rubber shoe /a > production enterprise director Yang told reporters that the factory's rubber shoes are mainly based on domestic sales, and this year has just started to process foreign trade orders.

However, the export orders are not fixed, the orders received are not large, a single list is generally only more than 1000 pairs, sometimes a product number or a color produces only forty or fifty pairs.

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< p > "the survival time of small businesses is relatively short, often only one or two years, and some even do this alone."

Song Yiguo said.

It is understood that the new increase of small export enterprises, some of the original staff in the shoe industry, with a certain amount of production experience and funds to go out alone, and some people just hand in hand with customer orders.

The viability of these small businesses is weak, like a company that started exporting shoes last year, and exported $390 from 1 to July last year. Up to now, there has not been a single inspection.

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"P >" industry development to this stage, small enterprises in the production process, technology and equipment, new product development and competition are not big enterprises.

It is impossible for some small businesses to grow naturally. "

Lin Feng, Deputy Secretary General of the Wenzhou shoe leather industry association, said that exporting shoes now are not as good as those of previous years. Large enterprises still have relatively stable customers. The most unstable ones are small businesses. The order is unstable. Many enterprises from small profits to losses, and losses to a certain extent, naturally shut down and eliminated.

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Large and medium sized enterprises, whose capital strength and business stability are less than P, have broken down in recent years in the credit crisis.

A foreign trade company, like a city in the city, exporting all kinds of men and women less than a href= "http://www.91se91.com/news/" > leather shoes < /a >, has exported for more than ten years, and exported $13 million 840 thousand from 1 to July last year.

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< p > > Wenzhou a href= "http://www.91se91.com/news/" > export shoes industry < /a > industry reshuffle intensified. In Song Yiguo's view, this change began last year.

Statistics show that in 2012, the total number of export footwear enterprises in our city was 1178, down 9.80% from the same period last year. This is the first time that the number of enterprises has decreased in recent years.

However, after all, shoes are daily necessities, and the market is very large. Some enterprises change their way of operation and turn to domestic processing enterprises.

"The competition in the domestic market is more intense than that in the export market. If we want to establish a brand, we need to invest more money."

Wenzhou shoe leather industry association staff said.

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< p > < strong > the whole industry has encountered such a dilemma: < /strong > /p >

< p > < strong > there is profit when receiving the order, and may lose if it is paid for delivery, < /strong > < /p >

< p > < strong > European customers are busy dealing with inventory, with only a small number of orders < /strong > /p >

< p > < strong > the city's top 10 export shoe enterprises this year, there are 6 production reductions < /strong > < /p >.

< p > Wenzhou has more export footwear varieties, including leather shoes, cloth shoes, leather shoes, < a href= "http://www.91se91.com/news/" > Plastic shoes < /a > safety shoes, etc. the production bases are mainly distributed in Ruian, Yongjia, Lucheng, Ouhai, Longwan and other places.

After ten years of rapid development, in recent years, Wenzhou's export shoes have encountered a common predicament of RMB appreciation, consumption in Europe and America, labor costs rising, order shifting, trade barriers and so on.

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< p > according to statistics, from 1 to July this year, the average unit price of exported footwear in our city was 6.40 US dollars, an increase of 5.78%, but the increase in the average unit price was not enough to offset the impact of changes in production costs and exchange rates.

"Now the average gross profit of export shoes is only 4% to 5%. If the value of RMB rises by one percentage point, the profit will drop by 1.3%, and the appreciation of the RMB exchange rate will seriously compress export profits.

Some enterprises have profit margins when receiving orders, and may lose money when they pay for delivery. "

Wenzhou shoe leather industry association Lin said.

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Mr. P, the head of a foreign trade company in the city, has a deep understanding of this. "The reduction in orders is started last year."

Li said that the shoes developed by the company are mainly exported to European Union countries such as Italy, and the export price is fifty or sixty US dollars.

Since last year, European customers have been busy handling inventory. Although they feel that the newly developed shoes are good looking, they generally only try small orders, with orders less than 1/3.

Originally, there were at least five thousand pairs of orders, and now it is reduced to less than three thousand.

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< p > a large production enterprise specializing in the production of export shoes has more than 1800 employees. Last year, the company output value of 350 million yuan, and all products were exported.

Company manager Kim told reporters that the European and American market economy downturn, the number of local and European customers orders at least 8%.

Enterprises now have a list of them, but labor costs increase by 10% every year, like skilled workers, and now five thousand or six thousand yuan a month is harder to recruit.

With the change of exchange rate, the pressure of corporate earnings is relatively large.

"Now footwear export market competition is fierce, enterprises lack bargaining power.

The unit price has not been raised.

At present, we can only reduce costs by reducing efficiency and reducing internal management costs. "

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< p > according to the data of Wenzhou inspection and Quarantine Bureau, from 1 to July this year, the 50 strong exports of our city were < a href= "http://www.91se91.com" > footwear enterprises < /a >, and 2 enterprises were closed down, 22 production reduced and 10 quit the top 50.

Of the top 10, 6 have cut production.

In July, there were 912 export footwear enterprises in Wenzhou, the number of enterprises was basically the same as that in July last year, but the specific enterprises changed greatly.

Over the same period, there were 190 new enterprises, 181 enterprises were closed down and closed down, the rate of change was 33.36%, and the rate of change was 2 percentage points higher than that in June.

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< p > < strong > Wenzhou export shoes industry has such advantages: < /strong > < /p >

< p > < strong > > early start, the industry chain and supporting market will not be lost in the world, < /strong > /p >

< p > < strong > shoe material and auxiliary materials have formed scale industry < /strong > < /p >.

< p > < strong > production of most production equipment and moulds has been localized < /strong > /p >

< p > "small enterprises have great difficulty in investing in technology pformation. Wenzhou export shoes are mainly relying on Wenzhou's perfect industrial chain to reduce competition cost pressure."

Lin said.

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< p > Wenzhou shoes industry started earlier. In the 60s and 70s of last century, there were a number of state-owned and collective shoe enterprises.

After the reform and opening up, a large number of private shoe enterprises came into being, which led to the development of the industrial chain. Compared to the whole country and even the whole world, there was no loss of people. At present, the footwear industry chain and supporting market in Wenzhou have unique advantages.

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< p > it is understood that < a href= "http://www.91se91.com" > shoe material < /a > and a variety of auxiliary materials, involving more than 3000 kinds.

All these materials have formed a scale industry in Wenzhou. Even though individual materials are imported or produced in the field, agents or distributors can be found in Wenzhou.

Most of the production equipment and mold production in our city has been localized, and a professional maintenance market has been formed in Wenzhou. At any time, all kinds of production equipment and tooling can be purchased, and professional maintenance personnel can be found by telephone.

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< p > "mature industrial chain and ancillary market can save procurement costs, equipment maintenance costs, personnel training costs, and directly reduce production costs.

Wenzhou is by virtue of this advantage, to a certain extent, to make up for some of Wenzhou's weaknesses.

Song Yiguo thinks.

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< p class= "MsoNormal" style= "margin: 0cm 0cm 0pt" > span lang= "EN-US" lang= "Microsoft";

There are many reasons for the reshuffle of the industry in < p > < strong >: < /strong > < /p >

< p > > strong > high land cost and high cost of living in Wenzhou affect competitiveness < /strong > /p >

< p > < strong > the traditional shoe making power and the mainland footwear enterprises both sides attack /strong /strong > < >.

< p > < strong > Wenzhou export footwear advantage gradually weakened by overseas trade, < /strong > < /p >

< p > "the reasons for the industry reshuffle are various."

Song Yiguo believes that the internal cause is "high land cost and high cost of living in Wenzhou, which directly increase production costs, affect the competitiveness of Wenzhou manufacturing and lead to partial pfer of orders".

It is understood that some large footwear manufacturers in Anhui now have branches in Jiangxi, Sichuan and other places to pfer orders.

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< p > external environment is represented by Vietnam as the representative of Southeast Asian countries and the mainland "a href=" http://www.91se91.com "footwear enterprises" /a "gradually become the scale, intensified the industry competition, these local cost advantages are increasingly prominent.

Take Vietnam as an example, despite the global economic downturn in 2012, the total export volume of footwear in the country increased by 10.6% over the same period last year, reaching US $7 billion 250 million.

At the same time, Vietnam is also actively promoting the pformation and adjustment of footwear production, establishing a stable supply chain for raw materials, expanding export markets and raising the target of export volume to US $8 billion in 2013.

On the other hand, although the footwear companies in recent years have improved the added value of products to some extent by means of technological pformation and self created brands, the pace of pformation and upgrading is relatively slow, and the scale of most export products is still low. Export footwear is still unable to compete with the traditional shoe making power in the global high-end export market.

Shoemaking enterprises are facing difficulties in both sides, and exports are facing bottlenecks.

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< p > "Wenzhou's export footwear starts with overseas Chinese trade, but the global purchasing is becoming more and more convenient. The advantages of overseas Chinese trade are gradually weakening, and the overseas Chinese trade in developed countries is shrinking.

The industry is worried that in the next few years, if Wenzhou's export footwear enterprises have no big leap in pformation and upgrading, the industry originally pferred from Guangdong and other places still can not escape the fate of migration.

The industry's direct reference to Guangdong is a lesson from the past. In 2007, the total export volume of footwear in Guangdong accounted for 58% of the country's total, and in 2011, it dropped to 37%.

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< p > < strong > footwear industry should take the road of pformation: < /strong > /p >

< p > < strong > the "green" production of shoe material ensures the safety quality of exported footwear < /strong > < /p >

< p > < strong > Application of new process equipment, new materials and new technologies to enhance manufacturing capability < /strong > /p >

< p > < strong > cultivate independent brand, increase product research and development, increase brand added value < /strong > < /p >

< p > Lin believes that Wenzhou's export shoes are mainly OEM.

Now the external market is not good, the unit price of export shoes is difficult to upgrade, and the RMB exchange rate is also thin profit.

< a href= "http://www.91se91.com" > shoemaking enterprises < /a > should vigorously promote technology footwear, and use new technology, equipment, new materials and new technologies to enhance manufacturing capacity and further reduce production costs.

"The external environment can not be changed, so we need to tap the potential from the inside and change from ourselves to gradually changing the world.

Some of our scale enterprises such as Ju Yi and Jin Di do better.

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< p > from the policy point of view, Song Yiguo believes that the government departments should reposition the shoes industry's position in the future industrial structure of Wenzhou, formulate Wenzhou footwear industry development plan according to the positioning, confirm the support of specific shoes, support the enterprise category, introduce specific supporting measures, and guide the pformation and upgrading of the industry.

In addition, we must support the upgrading and development of the industrial chain.

There are many kinds of shoe materials. Among them, the upstream enterprises such as decorative buttons, < a href= "http://www.91se91.com" > zipper < /a >, soles, shoelaces, decorative materials and so on have not formed a scale. Most of them are workshop processing, and the quality and safety quality of products need to be improved.

Only upgrading the quality of shoes can guarantee the quality of footwear industry in Wenzhou. Only the "green" production of shoe materials can ensure the safety and quality of exported footwear.

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< p > however, there are also insiders who believe that the pformation and upgrading of Wenzhou's footwear industry are facing great difficulties.

Capital investment and talent reserve are short boards.

In the past few years, shoe manufacturers have been investing in other industries. In the past five years, Wenzhou's export footwear enterprises have not improved significantly in terms of design and development, equipment upgrading, new technology research and development, and so on, which has affected the further development of the main industry.

"Now the general economic environment, the reduction of enterprise orders, itself has been a small profit or loss, many enterprises to improve the investment in equipment upgrading investment more conservative."

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< p > no matter how the market changes, industry insiders say that the direction of shoe industry pformation should be to encourage shoemaking enterprises to carry out technological pformation and technological innovation, cultivate their own brands, increase product research and development, enhance brand value-added and enhance market competitiveness.

We should expand our efforts in developing new markets, optimize the structure of export products, pform marketing concepts and marketing methods, and strive to expand market share.

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