Stick To It, Footwear Companies Will Be Better Tomorrow.

Winter is a good season for the shoe industry. But nowadays, the formulation of "winter in the shoe industry" is somewhat cruel, so that the footwear industry is walking on thin ice. This cruelty means that the financial turmoil has swept away the banknotes and scraped many shoe factories, shaving off many new brands and shaving a new pattern. The subprime mortgage crisis in the United States is not a lonely game, but a group game. Just like China's manufacturing industry, there is no way to separate itself from the international economy. The city gate is on fire. Guangdong, Wenzhou and Fujian are the fish in the pool. "Made in China" is striving to build its own brand, and shoe enterprises are ups and downs in mid air. Collapse is not the same as recession. Severe environment makes many shoe companies struggling to survive. In the shoe industry, those who are at the end of the 6+1 industry chain are deeply affected by it. The southeast coast has even appeared the "closure tide" of small and medium-sized enterprises. However, the analysis of data will find that the so-called "collapse tide" is not as serious as imagined, or even a natural choice of survival of the fittest. According to customs statistics, in 2008 1-9, the export volume of footwear products in China was 6 billion 570 million pairs, down 0.79% compared with the same period last year, and the export amount was 22 billion 80 million US dollars, up 15.2%. Among them, 6 billion 270 million pairs of finished shoes exports were down 2.76% compared with the same period last year, and the export amount was 20 billion 960 million US dollars, up 14.2% from the same period last year. The average unit price was 3.35 US dollars / double, an increase of 17.5% over the same period last year. From this we can see that although the export volume of footwear products has declined, the export amount has increased considerably, and the unit price of shoes has also improved. At the same time, the domestic market is not as bleak as we think. According to Li Ning Co's mid 2008 report, Li Ning Co retail stores increased by 717 in the first half of 2008, and the total number of stores reached 6393. Zhang Zhiyong, chief executive officer of the company's chief executive, said plans to increase to 7000 by the end of 2009 to enhance sales growth in the same store. Wenzhou shoes, AOKANG in its third quarter 2008 Executive Conference and the sprint fourth quarter mobilization conference, said: compared with the same period in 2007, the company has maintained at least 30% growth rate: at the same time, the growth rate of orders for many films and the increase of the price of shoes at different levels, the Japanese shoe shoes in 2008, part of the provincial market in 2008, even increased by 30%-50% over the same period in 2007. This shows that although some enterprises fail, the competitiveness of the whole industry has been improved. Those industry leaders, such as Guangdong's BELLE, Saturday, Wenzhou's AOKANG, red dragonfly, Fujian's Anta, XTEP and so on. They are making steady progress in a bad environment, and the two or three shoe companies are gradually adjusting to competition in order to find their place. In 2008, when the boss of the shoe factory left the factory and the staff to abscond with the money, it seemed to be a helpless situation in which the environment was not good and the business was difficult to carry on. In fact, a few business operators had no confidence in the market and the enterprises. However, more enterprises in the face of the pressure of "cold winter" have taken up the backbone and take various measures to deal with the problem. They take the shoe enterprises in Quanzhou as an example, they begin to downplay the celebrity endorsement, begin to rationally analyze and treat the cognition of advertising, increase their grip on funds, reduce investment in projects, strengthen the internal management mechanism of enterprises, face the choice of talents, save costs, start to intensify their efforts to strengthen channels, do not wait for death, seek to help enterprises to survive and seek development; besides, private capital has also been greatly utilized; Wenzhou region has led the establishment of small loan companies by AOKANG group, which has a certain relieving effect on Wenzhou's private enterprises, especially the financial pressure of shoe enterprises. Wang Xiaonan: editor in charge