Wenling Shoe Industry Is Hard To Change, Low-End Positioning Pformation Is Long.

< p > calf is a sophomore girl who has little living expenses but loves dressing up. She often purchases "outfits" in online stores.

"The clothing, shoes and hats in the shop are not as good as the counters, but the styles are updated quickly, and the prices are cheap. It is not heartache to throw them away in one season."

In the Taobao's favorites, there are several a href= "http://www.91se91.com/news/index_x.asp" shoes store that she frequented frequently. "/a".

Among them, "south in the South" and "Jay Chou shoes" are gold crown and five crown sellers (with a total number of 200 thousand to 1 million). The cumulative sales volume is 600 thousand pairs and 400 thousand pairs, and the monthly sales volume is more than 40 thousand pairs. Both locations show Wenling, Taizhou.

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< p > and the other two shoe stores, "Ladies' shoes" and "butterfly step shoes", are located in Wenzhou and Chengdu respectively, but from the logistics information purchased by Mavericks, they are shipped from Wenling.

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< p > reporters in the "south in the South" and "Jay Chou shoes" evaluation page to see, two stores within 30 days of the number of refunds have reached more than 4000 times.

That is to say, 1 pairs of shoes are returned for every 10 pairs of shoes sold.

In the evaluation details, many buyers wrote "cheap and good" and "excellent value for money". Buyers also gave comments on "cheap goods, poor quality" and other buyers.

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< p > Mavericks bought 2 times and 3 times in two stores. The overall feeling was that the shoes were worth the price. But once bought 5 pairs of shoes, they returned 4 pairs. "Not the toe ends are crooked, the upper is debonding, that is, the number of codes is not allowed."

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< p > "buy Wenling shoes, cheap is affirmative; quality is good or bad, it depends on luck."

Said the maverick.

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< p > < strong > a pair of shoes need more than 60 processes: < /strong > < /p >.

< p > < strong > most processes are manual operation < /strong > < /p >.

< p > the rotation of the sewing machine, the sound of hammering and hammering of the hammers, the interweave of the hammers, the capacious workbench, the workers on the case, the cutting, the line and the bandage, and busy in full swing.

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On the morning of December 17th P, the reporter walked into the Taizhou Bao Li shoe industry limited in Wenling, which is located in Mu Yu, in the city of Taizhou, "href= http://www.91se91.com/news/index_z.asp" > < /a >.

Five storey production workshop, more than 2000 operators, 8 production lines, an annual output of 60 million pairs of shoes.

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"P", the staff told reporters that a pair of seemingly ordinary leather shoes will take more than 60 processes to get out of the factory.

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< p > at the beginning of the production line, a piece of leather is cut into shoe shapes, shoe upper, tongue, decorative strips and so on according to the whole shoe design. After trimming the edges, the workers draw the stitches on each piece of leather according to the template, then carry out the order of the car side, perforation, assembly and sewing.

After the shoe is completed, the upper shoe is set on the shoe last, heated and cooled at low temperature for two rounds, and the conveyor belt is sent to wait for assembly.

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< p > the soles are made of leather, cotton and linen, and so on. After each sewing, they should be hammered back and forth with a hammer, so that the cloth and the sole will be more firmly and firmly attached.

When the sole is finished, the workers paint the seam of each sole with glue and glue it to cool it with the upper.

The finished products are checked together, stuffed into paper sheets to prevent deformation, put up certificates, and packed into shoe boxes and packed out.

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< p > reporters saw in the workshop that other processes except vehicle line sewing machine and conveyor belt were almost entirely dependent on manual completion.

Every decorative button is made of hammers, and every shoelace is worn by workers through holes.

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< p > "shoemaking is a typical labor-intensive industry.

Even in developed countries, there is no way to replace manual operations with machines. "

Zhang Zhilei, assistant president of the company, said.

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P, another phenomenon in the workshop, puzzled reporters.

In the cold winter, the cotton shoes and snow boots are selling well in the market, but the products in the workshop are slippers, sandals and single shoes in spring and summer.

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< p > "shoemaking takes a longer time, and the company's products are mainly sold overseas. After making the order, it takes one or two months to manufacture, and pportation takes nearly a month, so factories are out of season."

Zhang Zhilei said, "cotton shoes and snow boots have been delivered in 8 and September."

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< p > < strong > low end positioning is difficult to change < /strong > < /p >.

< p > < strong > pformation and upgrading: /strong > < /p >

< p > "although the gross output value grows year by year, the profit is getting smaller and smaller."

Wang Lihui, Deputy Secretary General of Wenling shoe leather industry association, said, "Wenling shoe industry is going downhill in recent years."

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< p > take Taizhou Bao lete Shoes Co., Ltd. for example, the annual output value in 2010 reached 360 million yuan, but it slipped to 300 million yuan in 2012.

"Our products are mainly exported, and the unstable international financial environment leads to the reduction of orders. And the labor costs increase year by year. Some family workshop enterprises also take part in orders because of their lower management cost and more price advantage."

Zhang Zhilei analyzed.

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< p > Wenling shoe leather industry started in the late 70s of last century. The rapid development in the past 30 years has won the title "China's < a href=" http://pop.sjfzxm.com/popimg/xm/index.aspx "> footwear export base < /a > and" famous shoe city of China "in Wenling.

According to the chamber of commerce data, there are more than 6000 shoe factories in Wenling, with a total sales volume of 27 billion 980 million yuan in 2012 and an export volume of 1 billion 510 million US dollars.

Footwear production, sales and export volume are among the highest in all counties and cities across the country.

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< p > however, most of Wenling shoe enterprises are OEM for foreign brands, and they are mainly sold to low-income groups in developing countries and underdeveloped areas.

In recent years, the lack of brand and the positioning of low end have increasingly become a factor hindering the development of footwear industry.

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< p > Taizhou Bao lette Shoes Co., Ltd. registered the brand "CB" in 2009. We choose leather, leather, double faced, canvas and other materials to make high-quality and fashionable children's shoes. We sell them through two channels, namely, online stores and provincial agents, and have not yet achieved outstanding sales results.

Reporters at the Tmall flagship store found that the price of this brand of children's shoes ranged from 30 yuan to 200 yuan, while more than 500 hot products were sold, and less than 10 products were sold.

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< p > "the positioning of low-end products over the past 30 years can not be changed in a moment."

Wang Lihui said, "the pformation and upgrading of industry is a very long process, and many shoe companies in Wenling need to work together."

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