China'S Shoe Exports Need To Turn To Technology Brand.

For a long time, the export of shoes and leather goods mainly depends on "price" and "quantity".

On the 12 day held in Guangzhou, the "China footwear industry leather Development Summit Forum", experts and insiders said that the export mode of this "quantitative regulation model" made China's shoe manufacturing industry at the low end of the world industrial chain, with low profits and vulnerable to trade barriers. It should be changed to "technology brand", improving technological content and creating independent brands.

Leather products industry is one of the important traditional industries in China's light industry.

Over the past 20 years of reform and opening up, China's footwear leather industry has been developing rapidly. At present, it produces nearly 8 billion pairs, accounting for about half of the world's output, of which leather shoes account for about 35% of the total output, and leather goods and bags produce 1 billion, accounting for more than 50% of the world's output.

Among them, Guangdong is the most important footwear production and export base in China.

In 2004, Guangdong produced nearly 4 billion pairs of shoes and exported nearly 2 billion 500 million pairs.

At the same time, due to the lack of R & D power, the lack of brand effect and the blind start of the "price war", many Chinese enterprises have fallen into a vicious circle of "rising export volume and declining economic efficiency", and encountered direct trade and tariff barriers in the international market.

According to statistics, in 2004, the unit price of Chinese shoe exports dropped from $5.79 in 1998 to US $3.27. In July this year, the EU began anti-dumping investigations on some leather shoes exported to China, involving an amount of US $670 million, and more than 1200 Chinese enterprises and millions of workers were affected.

At the forum, the experts pointed out that China's footwear products with low technology content, low scientific research ability, lack of scientific research personnel, and too concentrated export markets were the main reasons for this situation.

Yang Chengjie, President of the China leather and footwear industry research institute, said that improving the quality of products makes China a real power for footwear industry.

In addition to meeting the national standards, footwear products should also focus on comfort, aesthetics, safety and functionality. Domestic enterprises should invest more in research and development in these areas. Besides, shoes have the same aesthetic elements as clothing. Chinese enterprises should give full play to creativity and inject Chinese culture and Chinese elements into their designs.

Besides, Chinese footwear enterprises should also pay attention to brand building.

Zhang Shuhua, executive vice president of the China Leather Industry Association, said that according to the planning of the association, Chinese enterprises should create 3 to 5 international brands in the next 10 to 15 years. The government departments should formulate corresponding policies to support enterprises in establishing brand names, enterprises should aim at the advanced international level, and constantly improve their manufacturing capabilities, design capabilities, management capabilities and marketing capabilities. The implementation of international brand strategy is not a matter for one or two enterprises, but rather a major event in the whole industry.

Qiu Xiaoguang, President of the footwear manufacturers association of Guangdong Province, said that Guangdong, as a major city for the manufacture of Chinese shoes, is facing tremendous pressure to re explore the market and pform its business mode. The historical operation mode of "OEM" production and processing fees for international famous brands has gradually emerged under the increasingly prominent international trade barriers. Some enterprises are willing to compete with each other in order to compete for export market. Therefore, enterprises with a certain scale and economic foundation should try to build their own brands and establish their own sales channels, so as to enhance the added value and competitiveness of products and take the road of brand development.