Five Big Weaknesses Restrict The Development Of Small And Medium-Sized Shoe Enterprises In China

2008 is undoubtedly a year of eventful events, with frequent natural disasters and fierce financial turmoil.

Everything is testing our comprehensive national strength, testing consumer confidence and consumer confidence.

The psychology of overwinter has made consumers return to rational consumption. The purchasing power mainly focuses on housing, education, health care and so on, and the purchase rate of shoes and clothing has also been affected.

But when we analyze the market reaction, we will find some cases that are not completely consistent with the big environment. There are still some enterprises, especially the sports shoe enterprises, which have made good progress.

Take Anta sports in Fujian as an example.

Its operating data in the first 9 months of this year, wholesale business sold 20 million 670 thousand footwear products, an increase of 48.7% compared with the same period last year; sports apparel wholesale business increased by 44.7%, the total number of 28 million 650 thousand.

Such performance is on the one hand the power of capital expansion, and the market reaction of consumers' youthful, individualized, leisure oriented consumer psychology has been triggered further during the 2008 Olympic year. The market share of leisure sports products has been expanding.

By contrast, the majority of shoe companies in Wenzhou, which are mainly gentleman shoes, are facing the aging of products, and the product structure needs to be adjusted urgently.

From the perspective of channel, according to Zhejiang online report: when labor intensive enterprises are still in the predicament of rising costs, this year's Wenzhou shoe industry's autumn shoe ordering meeting held in the various national sales markets, the highest growth rate of 50% of the order of autumn shoes, as well as the promotion of shoes price to varying degrees, let many bosses of shoes enterprises in Wenzhou temporarily release their frown.

However, these situations seem to appear only in some first-line brands, but the situation in the small and medium cultural industry, especially the small and medium-sized enterprises in Wenzhou, does not seem to be optimistic.

When some small and medium-sized business owners communicate with the writer, they complain that the order this year is more conservative than in previous years. The reason is that the stock has not been properly digested.

The arrears of dealers are not in place; on the other hand, they face insufficient confidence in the macro environment.

In the face of the chain reaction of the market, small and medium-sized shoemaking enterprises represented by Wenzhou are faced with multiple pressures.

The shortage of capital chain is the key to business management.

Because of the triangle debt prevailing in the industry, enterprises can not fulfill their commitments to suppliers, which directly affects the product delivery cycle, and further affects the market development strategy of enterprises.

On the other hand, the tight monetary policy has made it impossible for enterprises that insist on leading loans to start investing in the market.

The pressure of rising production costs is to improve the living standards of grass-roots employees, and at the same time be affected by the economic crisis.

The first is the introduction of the new labor contract law, which directly puts pressure on the small and medium-sized enterprises. Now, a large amount of capital is needed to maintain the relatively low cost labor productivity. This is not only a matter of wages, but also a living environment.

Working environment and so on.

This makes the small and medium-sized enterprises whose original production profit is not high enough to face the risk of bankruptcy, and their profits can no longer balance with the production cost.

The market positioning is not clear. The small and medium-sized shoe enterprises represented by Wenzhou mostly win by quantity, and there is a serious situation of blindly following the wind.

Wenzhou shoe enterprises are spending 18-68 year old consumer bodies in the bag, but not enough to cope with the increasingly fragmented market.

After seeing the market trend of casual shoes, hastily adjusted the product structure, resulting in the loss of the original market competitive advantage.

The price competition of Wenzhou is disorderly. The brand of the shoe industry has not found the blue sea when it creates the brand.

Product mode homogenization, channel homogenization, products to the market depends on price competition.

So they began to write articles on cost, cutting corners and cutting corners.

Finally, the competition between industry and industry not only causes consumers to have a crisis of confidence in brands, but also the competition between industries, which also increases the rental pfer fees of shops.

For example, the location and quantity of shops in a city's main commercial streets are limited. Clothing, bags, handcrafts, shoes and so on account for a certain proportion, but the proportion of specific commodities to a certain commodity category is still limited.

If an enterprise wants to have its own place in such a commercial street, it has to pay a high price.

Even if we get the store, can its services, products and so on maintain the existence of this shop?

Let alone gain and expand.

There is a lack of professional team supporting retailing. Everything needs to be done by others. Talent is the core of an enterprise.

Take marketing as an example, business operators began to have a crisis of confidence in marketing personnel. After engaging in a period of time, they thought they had learned all the advantages of marketing personnel and belittled the value of marketers.

In fact, every good manager has his own merits. He can not learn in one or two months.

The author believes that the main reason for such a result is that some business operators are not sufficiently aware of the team and the talents. Besides, some business operators also attach importance to the building and training of talents and teams, but in the process of management, they can not coordinate the relationship between good people, resulting in a lack of team awareness and the increase of personnel costs.

More clothing investment information, click http://fz.sjfzxm.com/ http://xm.sjfzxm.com/, editor in chief: Wang Xiaonan