New Targets Set By Ruian Shoe Leather Industry

< p > a pair of rubber shoes, a pair of casual shoes and a pair of safety shoes. Three pairs of shoes have made three "national gold business cards" in Ruian, Zhejiang, China's famous rubber shoes city, the famous Chinese leisure shoes city and the famous Chinese safety shoes city. Ruian has won the reputation of "shoe city of South Zhejiang".

Every step of its development and progress has a positive impact on the whole industry.

At the end of the year, new changes, new achievements and new year's development ideas of Ruian shoe leather industry deserve our expectation.

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< p > last year, it is really a good thing for Ruian to be a famous Chinese rubber shoes city. From this we can see that the rubber shoe industry has gone out of the past haze, and has been fully restored to normal and gradually exerting force, and once again become the leader of the same industry in China.

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< p > in the past 2013, Ruian's < a href= "http://www.91se91.com/news/index_p.asp" > shoe leather industry < /a > has made brilliant achievements. The data are the most convincing. According to the Ruian shoe leather industry association, from 2013 to October, there were 148 shoe and leather enterprises above Designated Size in Ruian, and 73 of the total industrial output value.

200 million yuan, an increase of 10 over the same period last year.

7%; sales value 71.

800 million yuan, an increase of 9 over the same period last year.

8%; export value 28.

800 million yuan, an increase of 16 over the same period last year.

6%.

These data prove that the Ruian shoe leather industry has stepped out of the post financial crisis era and is on the fast track of steady development.

In 2013, for Ruian's shoe enterprises, the achievements and the biggest bright spots were upgrading of product quality, upgrading of manufacturing capability and upgrading of enterprise management level, especially in the light of the promotion of mechanism innovation, optimization of industrial chain and implementation of humanized management of enterprises.

Some large scale enterprises, such as Rong Guang, people-oriented, global and other key footwear enterprises, can take the brand as the core, enhance the management level as the starting point, take energy saving, consumption reduction and efficiency as the goal, take into account the interests of relevant parties, form strategic alliances with upstream and downstream manufacturers, integrate all the advantages of all resources, and achieve win-win cooperation and common development, which not only promote the overall development of the industry, but also set a benchmark for promoting enterprise harmony and social harmony.

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< p > < strong > sound and expectation < /strong > < /p >

< p > good results can only represent the past.

Facing the reality and looking ahead, it is the right way to plan the development of the new year.

For the new year, entrepreneurs in the shoe and leather circles of Ruian have their own unique opinions and different voices.

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< p > "as the shoe capital of China, there is no brand line for shoes enterprises, nor many second tier companies. Most of them are in the three line.

More wholesale, less proprietary, and more at county level or below, and even Township sales.

If Ruian shoe enterprises want to seize more market share and enhance the overall image and strength of regional brands, we must promptly adjust the development strategy and set up a long-term vision to become bigger and stronger. "Xu Xian, general manager of Ruian Fei Yue Shoes Co., Ltd., has made her own views on the development of Ruian's footwear industry." we must seriously study and learn from other people's success, fully analyze the market and their own reality, and find an effective way for enterprises to take detours and achieve extraordinary development. "

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< p > "100 years' brand can not be successful overnight. There is no shortcut to brand cultivation. We must do our products honestly, and let products and brands be harbored in the market. Only with the approval of consumers, your products and brands will take root in the minds of consumers."

For the brand building, Ni Bangguo, chairman of Zhejiang people's Shoes Co. Ltd., has interpreted the experience of his own company.

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< p > "the new policy of supporting the development of non-public enterprises by the party in the third Plenary Session of the 18th CPC Central Committee is undoubtedly a timely relief for our shoe enterprises."

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< p > apart from brand strategy, marketing and industrial policy, entrepreneurs still have more concerns.

They have more expectations for the new year.

Because they know that the party's eighteen leading national leading bodies will introduce a series of policies to support the non-public sectors of the economy, which will bring more benefits to them and their enterprises.

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< p > < strong > target and mission < /strong > /p >

In the new year, the development direction of the shoe leather industry in Ruian is no longer suspense. The goal is to accelerate development by taking advantage of the strength, accelerate the development of joint products, create brand and tree image, and pform the efficiency from extensive management to scientific management, speed up the development of new technology and new products, cultivate and retain highly skilled talents, and create a new state-level shoe production and marketing base.

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< p > continue to promote the pformation and upgrading of the industry.

Some shoe companies or enterprises have been successful in business, or because of bottlenecks in their main business, they can not bear to be lonely and can not resist temptation. They will blindly withdraw capital from their main businesses and start diversification, and invest in some industries that seem to make money but do not know themselves well.

As a result, it is conceivable that the diversified pie will eventually become a trap.

Jin Zhihua, general manager of the global footwear industry, has his own views on the pformation and upgrading of shoe enterprises. "In the light of the actual situation of enterprises, we must persist in the main business, do well in industry, and do not make monkeys down the mountain."

"Shoemaking enterprises, as long as they do well in pformation and upgrading, increase the added value of products, have more independent intellectual property rights, and gradually reverse the unfavorable situation of low technology content and low added value, persist in walking on two domestic legs of domestic sales and foreign trade, so that the sustainable development of enterprise health is entirely possible.

Because someone is going to wear shoes, so I can say that shoemaking is an eternal sunrise industry.

Wu Jinhai, chairman of Zhejiang bridge shoe industry, confidently stated the future development goals of shoe enterprises.

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< p > increase brand building.

Chen Zhongwang, Secretary General of Ruian shoe leather industry association, said that Ruian shoe leather industry has Chinese leisure shoes production base, China (Ruian) rubber shoes famous city, and China Shoes Capital (Ruian) famous brand of safety shoes, 3 gold cards and a regional brand.

Secretary Chen believes that the key to shaping the brand in the shoe leather industry is that brand promotion activities must be deeply integrated with sales and must be combined with the high flow characteristics of the shoe leather industry. After all, the brand without sales force will never have vitality.

Therefore, in the next stage, when leather shoes enterprises are making brands, more investment will be applied to enhance sales power. First, lay a solid foundation for brand marketing, and then discuss brand strategy such as brand public relations, media communication and so on.

We will increase the intensity of brand building through the Intellectual Property Committee of the association, focusing on the management of brand management, brand maintenance and brand asset accumulation to help shoe companies better promote brand strategy facilities.

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< p > vigorously develop the network economy.

In recent years, with the rapid development of the network economy such as a dark horse, under the guidance and promotion of the a href= "http://www.91se91.com/news/index_p.asp" > Ruian < /a > City's e-commerce support policy, the city's network economy has surged forward, leading to the emergence of a number of leading enterprises with over 30 million yuan annual sales volume, such as the human shoe industry, the Rendu group, the ring ball shoe industry and the BEIR shoe industry.

In the towns near Xian Xia and Fei Yun, a prototype of e-commerce gathering area featured by canvas shoes was initially formed.

"In the coming years, more shoe and leather enterprises will try e-commerce, and the Internet will become a very important sales channel."

Yan Xueyan, director of the Ministry of electronic commerce of Rong Guang group, told reporters.

More people in the industry say that in 5 to 10 years, all shoe-making enterprises will have their own e-commerce platform.

Online shops can not only save the rental cost of traditional stores, but also achieve low-cost operation. The new products are also close to the market and consumers, which speeds up the withdrawal of funds and improves the utilization ratio of enterprises' funds.

"In e-commerce, if you want to be bigger, shoes companies should consider targeting on the platform of their customers, choose the best ones, fight for the first time, and develop cluster management mode, so as to truly achieve the expected goal of building network marketing."

Yang Chengliang, director of e-commerce in marketing department of Zhejiang global footwear industry, offers such strategies to the shoe companies who enter the network marketing.

This also accords with the policy of the Ruian municipal government to give targeted support to the network economy entities of the Zhuang City, build e-commerce gathering areas and optimize the development environment of e-commerce.

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< p > focus on environmental protection and product standards.

As early as a few years ago, a series of environmental barriers in the European Union made many of our rubber shoes exporters' products shut out and became the pain of some bosses.

Therefore, with the improvement of environmental awareness, the production and sale of green, healthy and healthy rubber shoes products is the consensus of rubber footwear enterprises.

Last year, Ruian held many related training courses to publicize environmental protection, safety and export policies to shoe companies.

In May last year, Ruian also held a national mandatory standard GB25038-2010 "rubber shoes health and safety technical specification" training course. In October, the rubber shoes Association of Yueyang convened a seminar on "building safe, healthy and environmentally friendly raw material supply mechanism" in rubber shoes enterprises, so that this standard can become the code of conduct for the production of rubber shoes enterprises, and greatly enhanced the awareness of environmental protection and safety of enterprises.

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< p > first-class enterprises do standard, second class enterprises do brand, three stream enterprises do products.

Zhejiang global shoe industry, Zhejiang people's shoes industry, Rong Guang group, senna group and many other shoe companies are involved in the formulation of relevant product industry and national standards.

HG/T2017-2011 standard sports shoes, national standard of GB-25036-2010 "rubber coated shoes", HG/T2018-2003 "light rubber shoes" industry standard, and GB25038-2010 "rubber shoes health and safety technical specifications" and other important documents have all the participation of Ruian shoe enterprises. This is enough to prove the status and influence of Ruian shoe enterprises in the industry.

For future footwear industry standardization work, Chen Zhongwang, executive vice president and Secretary General of Ruian shoe leather industry association, told reporters that Ruian rubber shoes enterprises must do well in three aspects: first, leading enterprises should actively strive for participation in standard system and revision; two, for technical adjustment of standard technology, technical organizations should make special tests, and at the enterprise level, try out new tests and timely formulate new plans for the national and higher level industry leading organizations to formulate and revise plans. Three, the revision of standards must be considered from the overall situation of production, marketing and quality in order to better adapt to the development of rubber shoes industry.

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< p > promote shoe enterprise < a href= "http://www.91se91.com/news/index_c.asp" > technical innovation < /a >.

As a typical low-end manufacturing industry, although the productivity is high, the rubber footwear industry is affected by many market factors, and the return on efficiency is decreasing year by year, which has become a bottleneck in the development of the industry.

Although manufacturing from low end to high-end manufacturing is an inevitable trend in the future manufacturing industry, it is still very difficult for the rubber footwear industry to upgrade.

Ruian's shoemaking industry must have a Phoenix Nirvana. If rubber shoes enterprises want to go out of the low-end pformation and upgrading, the key is to change from traditional shoes to technology shoes, and technological innovation is the foundation to promote industrial upgrading.

We should strive for new products design, R & D and application of new and high technology equipment, production equipment, production process automation, intellectualization, digitalization, informatization and technological innovation, and strive to make achievements in product patents, product standards and independent brands.

Enterprises should establish their own R & D system, have their own core competitiveness, and can develop products according to the needs of the market and customers, so as to grasp the initiative of product pricing, in order to improve product profits and enable enterprises to achieve the goal of speeding up the curve.

As a successor to the young shoe school in Ruian, Liu Jie, the general manager of COSCO shoe industry in Zhejiang, who is already a small celebrity in the industry, is an amazing voice. His words have pointed out the future development direction of Ruian footwear industry.

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