Dongguan Shoe Enterprises Are Ready To Break Through

Faced with the enormous pressure of survival, Dongguan's processing trade enterprises choose different coping styles. They are not only the reflection of the current strength of enterprises, but also the concrete embodiment of their own mentality. It also reflects China's overall economic environment and the trend of the global labor-intensive industries.

"Development, upgrading and pformation" is the "six character truth" comment left by Premier Wen Jiabao in July 19th in Dongguan Huajian group.

These six words are also the only way for the development of Dongguan enterprises.

Premier Wen Jiabao said: "development is the absolute principle, upgrading is the core and pformation is the adjustment of structure.

The six word reflects the road that the enterprise has gone through. It is the experience summed up from practice.

Turning pressure into power and turning difficulties into opportunities depends on these six words.

In April 27th, when Jiang Bingkun, vice chairman of the Kuomintang and chairman of the fashion foundation did not attend the SEF, said to Dongguan, "it is a very important topic that we must discuss with Dongguan in the future and let the Taiwanese businessmen who are now in Dongguan and Guangdong continue to develop."

In fact, most Taiwanese enterprises in Dongguan are still on the sidelines.

The reporter interviewed Mr. Ye Hongdeng, who was once the two president of the Dongguan Association of Taiwanese businessmen. He opened a sample survey of the Taiwanese businessmen's schools in Dongguan on the question of whether to expand or not, and collected 1365 valid questionnaires.

According to the survey results, only 5% of Taiwanese businessmen expressed their intention to evacuate, 20% of Taiwanese businessmen said they would not be affected, and the remaining 75% of them said they were affected, but they were trying to overcome them and would not leave easily.

In 2007, Mr. Zhang, one of the people who shocked the world and one of the Chinese toy recall events, Mr. Zhang, who was responsible for the Hansheng wood products factory in Dongguan, calculated a very clear account. The factory in Changan is 12 yuan / square meter in the factory land rent, and in the mainland it only costs 7~ 8 yuan.

The electricity charge in Dongguan is more than 2 yuan / degree, but in the mainland it may only be 8 yuan / degree.

From the salary point of view, the wages of Dongguan workers are basically more than 1600 yuan, but the mainland can be reduced by nearly 500~800 yuan.

"If not again, the simplest way is to move northward."

Many of the Hongkong townships who came to Dongguan with Mr. Zhang chose to go north.

A friend of mine just stopped in a textile enterprise in Changan and went to Shaoguan.

He firmly believes in the pformation of shoe industry headquarters in Dongguan: in 2002, it began to expand to the mainland. As early as 2002, Zhang Huarong invested 500 million yuan in the construction of Ganzhou Huajian international shoe city in Ganzhou, Jiangxi, and took the lead in the industrial gradient pfer.

According to Zhang Huarong's original plan, "big price list with low unit price and low profit" is handed over to the new factory in Ganzhou. Dongguan is committed to R & D, trade and brand building.

From the difficult environment of manufacturing, Zhang Huarong's design is successful.

Investment in Jiangxi has advantages in hardware cost and labor cost, and its headquarters in Dongguan, near Hongkong, is full of industry information and international information, which can bring intangible resources.

At present, Huajian group has more than 10 thousand workers in Dongguan and Jiangxi.

Zhang Huarong believes that this mode of "Post shop and factory" will provide more favorable conditions for the comprehensive development of the footwear industry through regional investment and off-site operation, so that Huajian has explored a way for the pformation and development of enterprises.

Upgrading: it is more difficult to pform itself with its own brand than to upgrade itself.

As early as in 2004, Huajian group adjusted the market strategy, from a single international brand subcontracting to a brand based OEM and independent brand, and doubled the single international market to the international and domestic market, and opened the prelude to the overall industrial upgrading.

But this road is not smooth.

"The main reason is the lack of sales personnel, sales channels and sales experience."

Zhang Huarong said.

Zhang Huarong said that export oriented and export processing enterprises should expand their domestic brands and enter into the market with the platform of R & D and the brand cooperation that many domestic manufacturers need to manufacture. After 3~5 years, the market will be bought and integrated.

It can be processed and sold with some brands without research and development but with many direct stores, and then it will be integrated or acquired or merged.

At present, there are more than 2000 shoemaking enterprises in Dongguan, with more than 1 million employees.

Although some shoe companies went bankrupt and some moved out, there were even rumors that the headquarters of Huajian group had moved to Jiangxi, but Zhang Huarong still insisted that Huajian headquarters was in Dongguan, and the world footwear industry headquarters in Asia was also in Dongguan.

Foreign trade enterprises have to walk on two legs. Wenzhou and Guangdong have been important production bases for leather shoes. However, Guangdong enterprises starting from foreign trade still have large number of famous brand OEM processing for "Nike", "Reebok" and "Valentino", and Wenzhou enterprises have begun to benefit from brand operation.

"Dongguan is a rental factory for Taiwanese businessmen, and Wenzhou boss is a native born, even if the factory moved away, the R & D and sales department is still in Wenzhou."

Xie Rongfang, Secretary General of Wenzhou shoe leather association, said.

Xie Rongfang said that Wenzhou enterprises began to improve their homework in a few years, and the pressure was great. But the business environment was ready, and faced with international and domestic economic pressure, they could not turn over the boat.

"Foreign trade enterprises must pay attention to developing their brands and walking on two legs."

Zou Jianhua, Professor of South of the Five Ridges College of Zhongshan University, said that Dongguan emphasized the importance of developing new and high technology industries, but it must emphasize "new" rather than "high".

A lot of people here have misunderstandings. Only biological medicine and aviation are high-tech industries.

In fact, not only toys, furniture, clothing, but also high and new technology, as long as we can create higher value than others, the difference between the value is brought by high and new technology.

If toys can be developed into electric toys, 60% of toy industry in Dongguan is plush toys. The technical content of electric toys is different, and the value is far away.

Secondly, "new" refers to innovative industries that serve the production industry of local industries in Dongguan.

And any industry has high and new technology, can develop into high-tech industries.