Chengdu Shoe Enterprises Change Ideas To Start The Domestic Market

Yesterday afternoon, on the market of Jinhua shoe material at the interchange between Chengdu freight Avenue and jinxingzhong Road, there were few people who came to buy shoes materials, and shoes material boss Zhang Xianrong and his men played mahjong.

And a few months ago, there was a lot of traffic every day, and traffic congestion was often caused by too many trucks.

"It used to be three trips a day, but now it's a rare week to run."

Luo Yun, a buyer who bought leather materials, said his shoe company had stopped two production lines, and its output had dropped by 70%.

The financial crisis has hit the export trade of footwear industry. In the past, Chengdu shoes, which are mainly OEM export, are experiencing a change of life and death.

70% orders for workers to take turns to work in the industrial park of China's women's shoes capital, Wuhou District, shoemaker Liu Chun packed up the bedding, ready to return home to Luzhou to find a job.

Liu Chun's shoe factory is one of the largest annual production plants in the park, but orders for factories have been decreasing month by month since August last year.

"We used to produce six thousand or seven thousand pairs of shoes a day, and now we produce less than two thousand pairs."

Liu Chun said that after the Spring Festival, the factory divided nearly 1000 workers into three groups and took turns to work. Only one group worked a day, and the rest rest.

"Shoe factories that are mainly exported to Russia have been hit most, and at least hundreds of shoe companies in Wuhou District have reduced production or stopped production."

Li Ming, a boss of a shoe factory in Chengdu, has said that Chengdu has exported more than ten billion dollars of footwear products to Russia every year, accounting for more than 70% of the total export volume of shoes.

After the financial crisis, Russia's demand has dropped sharply, and Russia has been rectifying the shoe market in recent months.

"Chengdu shoe factories are accustomed to taking orders from middlemen, and now they have to run the market themselves."

Li Ming said.

"The first month is the peak of the order, but the export orders this month dropped by about 70% compared with the same period last year."

It is understood that the export scale of nearly 1000 shoe enterprises in China's women's Shoes Industrial Park began to decline in December last year, and the export scale continued to shrink in January this year.

According to statistics of Chengdu customs, Sichuan exported 3 million 350 thousand pairs of shoes in January this year, down 13.2% from the same period last year.

Among them, Sichuan shoes exported to the United States 1 million 20 thousand pairs, maintained 18.6% growth, accounting for 30.5% of the total exports, while exports to Russia only 630 thousand pairs, down 37.6%, accounting for 18.8% of the total exports, the downward trend is obvious.

In the face of grim situation, how to help shoe companies tide over difficulties and upgrade the footwear industry has become one of the priorities of the government.

Since December last year, governments and departments at all levels in Chengdu have implemented four policies, including industrial upgrading, market development, financing services and supporting services, to promote the development of footwear industry in Chengdu.

Wuhou District has also launched a series of measures to combat the financial turmoil and we are taking actions in China's women's shoes city, including three aspects: the five major projects, such as "Wuhou direct selling shoe city", "famous chain store", "Chengdu women's shoes national line", "citizens entering shoes, Chengdu shoes experience", etc., to integrate the international market resources and organize the four major activities such as the fourth international procurement festival of women's shoes capital of China, and set up the Chengdu footwear industry association as soon as possible to deal with the financial crisis with collective wisdom.

According to the information of China Leather Association, the production scale of shoes industry in the world is 16 billion pairs each year. One pair of shoes is produced in Chengdu, Chengdu produces 160 million pairs of leather shoes annually, and women shoes are the main products. The annual output is 140 million pairs, and the footwear industry employs nearly 150 thousand, with an annual output value of 15 billion yuan.

In 2006, Wuhou District was awarded the title of "women's shoes capital of China" and had an advantage in regional brand.

"Many women's shoes at home and abroad are produced in Chengdu. The styles and quality of Chengdu women's shoes are good, but it is hard to find the brand of Chengdu shoes in big stores."

The relevant person in charge of the purchasing department of a shopping mall in Chengdu said that the quality of Chengdu women's shoes is not inferior to that of the famous brand women's shoes. The key to pursuing the added value of the brand is to make efforts in product design, packaging and brand building. It is necessary to create a trend of popularity and attract consumers in order to break through the domestic market.

In fact, in this crisis, some enterprises with relatively sensitive smell have begun to exert their strength in the domestic market.

Yesterday afternoon, Wu Xi fan, assistant general manager, was discussing with Brazil designer Luis the trend of spring and summer women's shoes in the design room of the two section of the cluster Road, Wuhou District, Chengdu, 6.

"We used to do OEM without design. Now we invite famous designers abroad to develop our brand, and we are gradually opening up the domestic market."

Wu Xifan said.

"The impact of the financial crisis on us is mainly concentrated in the 8-10 months of last year, when orders fell by 20%-40%."

Wu Xifan said that although efforts have been made, since November last year, the company has taken back a large number of orders, and the output has been guaranteed. "But this crisis has made us more soberly aware that to achieve long-term sustainable development, it is imminent to take the road of brand."

The Brazil designer Luis was recruited from abroad by the high salary of last November.

Wu Xifan said, at present, the designer team of the company has independently designed and developed two hundred or three hundred women's shoes, and the products have been included in the store and store.

In the industrial park of China's women's shoes capital, many of them, like the company of empress, have been immersed in research and manufacture technology, and have begun to attach importance to the domestic market for Chengdu shoe enterprises, which have been producing OEM brands both at home and abroad.

In order to build and package his brand, Chen Changguo, the shoe boss of Chengdu flower industry, has been busy for several months. Now he is in contact with the first class advertising planning companies in China, and designs a brand new image for the brand.

The early start of the domestic market in Chengdu, the footwear industry, has opened hundreds of stores in the country.

Where is the way out for Chengdu shoe enterprises?

What is the market competitiveness of Chengdu's products?

Do consumers know the cake of Chengdu shoes?

This newspaper will continue to pay attention.

Wang Xiaonan: editor in charge