Analysis: The Hidden Worries Behind The Brilliance Of Shoe Making Industry In Dongguan, Guangdong

< p > located in the southwestern part of Dongguan, Houjie is the main force of Dongguan footwear industry. It is also the world's largest shoe production concentration base.

According to incomplete statistics, there are more than 1000 shoe manufacturing enterprises in Houjie, more than 1000 other manufacturers of leather, shoes, shoes and hardware, and more than 1000 products, shoes, leather, hardware, footwear chemicals, trading businesses and shops, and nearly 150 thousand employees.

After nearly 30 years of development, Houjie successfully constructed the supporting platform of shoe industry headquarters economy, and became the production base, procurement center, R & D center, information center and price center of the shoe industry in one fell swoop.

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< p > however, behind the barbaric growth, the hidden trouble of Dongguan shoe industry is getting more and more serious.

The continued downturn in the international market, so that the lack of domestic demand for footwear industry in Dongguan, lack of private brand and other long-standing problems continue to highlight, Dongguan shoe industry has reached the critical point of pformation.

In the face of change, the footwear industry in Dongguan starts from many aspects to create a comprehensive service platform for the footwear industry. The use of e-commerce to boost the pformation of shoe enterprises provides a rare experience and sample for the breakout of Dongguan footwear industry in the future.

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< p > < strong > Dongguan world shoe industry headquarters base arises at the historic moment < /strong > < /p >

< p > October 2009, Houjie shoe industry cluster was selected as "Guangdong industrial cluster upgrading demonstration area". The Houjie Town Committee Town Government set up the "thick street shoe industry development leading group" to help enterprises solve various problems encountered in the development process.

Wang Zhizhao, director of the private office of Houjie Town, said that after the completion of the missing links of the industrial chain, the Houjie shoe industry should be upgraded to enhance the discourse power and competitiveness of Houjie shoe industry in the world shoe industry.

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< p > by the support of the government departments, the shoe makers are more confident.

In fact, Dongguan's shoe manufacturers are more willing to carry out industrial upgrading rather than relocation.

In the shoe industry of Dongguan, there are only two kinds of enterprises that can move to the mainland, one is to help large enterprises to do the generation processing, because the generation processing enterprises do not even need to consider raw materials, and the two is to make cheap low-end shoes manufacturers.

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< p > after nearly 30 years of development, there are more than 4000 shoe making enterprises in Dongguan, more than 2000 shoe and shoe machine supporting enterprises, 3500 shoe related materials, leather, hardware, chemical and other related shops, 2 million employees, and over 1 billion 500 million pairs of shoes per year.

Dongguan has become the most important distributing center for finished products such as shoes, leather, shoes, shoes and other related products, and has a complete supporting supply chain.

"Leaving the city of Dongguan is away from the information center of the footwear industry."

Insiders pointed out.

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P can't be pferred out. We must face the problem of pformation when we move back. Before that, there was no comprehensive platform for the shoe industry. Therefore, the pition is more theoretical and can not be implemented in detail, or it is more difficult to implement it.

However, with the construction of the world shoe base project, the pformation and upgrading of the footwear industry in Dongguan has come to the specific level of practice.

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< p > July 2009, Dongguan world shoe industry headquarters base came into being.

The world footwear industry headquarters base, which is jointly invested by Huajian group and Hongkong Powell group, aims to drive the whole Dongguan into the high-end links of the international footwear industry and promote the upgrading and development of Dongguan's "world shoe capital" in Dongguan.

The world shoe industry headquarters base is located in the Asian headquarters of R & D, trade, brand incubation and logistics, and develops new materials, new products and new markets.

The relationship between the headquarters base and the emerging professional market is complementary.

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< p > the world shoe industry headquarters base is a comprehensive public service platform for the shoe industry. One of its functions is the upgrading and acceptance platform for the world shoe industry to enter China. Through this platform, the world's advanced footwear industry technology will enter China. At the same time, the Chinese footwear industry can learn from the platform of the world's advanced technology, pform and upgrade effectively, and enhance the innovative ability and comprehensive competitiveness of the Chinese footwear industry, < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107108" > Dongguan shoe industry < /a >, so as to promote the healthy development of Dongguan footwear industry.

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< p > world shoe industry headquarters base has played an important role in upgrading the whole shoe industry in Dongguan and guiding the pformation of footwear industry in Dongguan.

In addition, the annual world footwear industry development forum invites the world shoe giants to exchange ideas, making Dongguan shoe industry voice in the world and seeking the right to speak in Dongguan.

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< p > < strong > e-commerce promotes the pformation of shoes enterprises < /strong > /p >

< p > < strong > shoes enterprises predict that the proportion of net sales will reach 7 next year < /strong > < /p >.

< p > "pet shoes have market, why no pregnant women shoes do?" founded in 2009, Dongguan Ying Bao shoes Technology Co., Ltd. (hereinafter referred to as "Ying Bao") has a clear market positioning at the beginning, focusing on pregnant shoes.

However, until the operation of the electricity supplier channels, "Ying Bao" is "bright and beautiful", turn losses into profits.

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< p > "our main energy is placed on the electricity supplier. It is estimated that electricity sales will account for 70% of the company's total sales next year."

Tan Haoyue, general manager of Ying Bao, said.

In response to this specific function, Ying Bao should also launch different marketing strategies for e-commerce, such as free trial and offline activities to launch online coupons and intimate customer service programs.

Less than two years after operation, the sales volume of Ying Bao line has been flat with that of the line, reaching 5 million yuan.

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< p > "more than 30 thousand pairs of shoes made of Chihuahua (a pet dog)."

At that time, Tan Haoyue, a senior manager of a shoe factory in Dongguan, noticed such an order from the United States.

It is in the shadow of the financial turmoil that the Hong Kong Capital Group plans to promote a project and create an independent brand enterprise, the main domestic sales.

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< p > "there are markets for pet shoes. Why are there no shoes for pregnant women?" soon, Tan Haoyue found the target product for the newly established company - Maternity shoes.

Tan Haoyue introduced that during pregnancy, the walking mechanics of pregnant women changed greatly due to physical changes.

Accordingly, pregnant women's shoes developed will undoubtedly have great market potential.

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< p > by 2011, "Ying Bao" has opened 200 stores throughout the country.

But during this period, "Ying Bao" has been in a state of loss.

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< p > asymmetry in input and output under "offline brand building".

Tan Haoyue also noted that the consumption groups of pregnant women shoes are mainly young mothers after 80, and they are the main force of Internet consumption. Why not do a href= "http://www.91se91.com/news/list.aspx? ClassID=101112107102"?

In early 2012, after several months of preparation, Ying Bao officially entered Tmall, Jingdong and other platform direct business operators, and also distributed in Taobao and other C2C online stores. P

Like the many preferential treatment of the shopping mall industry, the "welcome treasure" of the online shopping mall launched a free trial.

Sure enough, young mothers have discovered many benefits of "Ying Bao" maternity shoes, and the sales volume of electronic business has increased exponentially.

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< p > at the same time, "Ying Bao" activities under the line of business promotion.

More often, I noticed that Miriam Yeung, a Hongkong entertainer, was very pregnant during her pregnancy, and was also present in related activities in high heels. "Ying Bao" sent Miriam Yeung a pair of pregnant shoes through brokers.

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< p > and this kind of word-of-mouth has brought more "online stores" to Ying Bao.

Tan Haoyue said that at present, "Ying Bao" has about 200 a href= "http://www.91se91.com/news/list.aspx ClassID=101112107105" > C2C "/a" online sellers in Taobao, including nearly 20% pregnant women who pass the "Ying Bao" during pregnancy.

Because they benefit from the function of the product and are more optimistic about the market potential of their products, these young mothers have opened Taobao stores and become partners of "Ying Bao".

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"P" 2013, Tan Haoyue expects "Ying Bao" online sales will exceed 5 million yuan, accounting for half of the company's total sales.

Next year, the proportion of net sales is expected to reach 7.

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