Shift Breakthrough -- Perspective On Pformation And Upgrading Of Footwear Industry In Quanzhou

At the just concluded Youth Olympic Games in Nanjing, Anta, 361 degree, PEAK, Hongxing Erke and many other Quanzhou shoes and clothing brand enterprises attacked in all directions, occupying sports marketing heights in more than 10 aspects, such as Champion Award dress and sponsorship delegation.

A truly traditional livelihood industry.

However, from manual workshop to OEM production, from quality first to brand operation, from independent innovation to capital operation, Quanzhou people have almost pushed the shoe and clothing industry to a new realm for more than 30 years, creating a national brand group that can compete with foreign brands.

Now, with the global economy entering the post crisis era, "made in China" has also entered a period of adjustment.

In the face of the big exam, as a traditional industry, Quanzhou footwear industry once again tackled difficulties and broke through.

- labor price increases, financing difficulties, overcapacity and other attacks, unprecedented challenges.

Driving into the town of shoes and clothing - Jinjiang city center Qingyang, Meiling area, roadside billboards gradually increased.

Careful people will find that most of these advertisements come from local shoes and clothing brands.

On the global shoe and garment industry, Quanzhou's status can not be ignored.

Sports shoes account for 30% of the world's total production, jacket production accounts for 25% of the country's total, and 35% of the domestic first-line men's wear brands, and leisure wear capacity accounts for 20% nationwide.

After years of rolling development, Quanzhou has become an important production base and brand base for the footwear industry of the whole country and even the whole world.

And other domestic traditions

Similarly, after the rapid development, in recent years, the footwear industry in Quanzhou is in pition.

Accompanying pformation is inevitable labor pains.

Objectively speaking, the shoe and clothing industry is the earliest developed private manufacturing industry in Quanzhou. Its industrial output value exceeds 100 billion yuan, accounting for 20% of the city's total volume, and is the largest industry in Quanzhou.

Such a huge volume, pformation is particularly difficult.

Tian Qiming, chairman of Shishi AI Dun Bao Garments Co., Ltd., said that at present, the price of labor has been growing by more than 20% per year. Financing costs and marketing costs have also increased year by year. The average profit rate of the footwear industry has already dropped to single digits, and some small and medium enterprises with low profitability have begun to withdraw.

While the dividend of population and other factors is decreasing year by year, overcapacity has begun to show prominence.

In the view of Lin Yonghong, deputy director of Jinjiang economic and Trade Bureau, the entry threshold of shoes and clothing industry is not high. Under the background of slowing demand, the huge capacity accumulated over the years is hard to solve in a short period of time. Some enterprises are facing high storage pressure and the industry has to "go to capacity".

"The pformation of shoes and clothing industry is a process of reshuffling, and enterprises are inferior to the fittest according to market rules. This is the result of market selection, and is the only way to pform."

Lin Yonghong said.

However, Lin Yonghong believes that this challenge is the result of the resonance between the internal factors and the external environment of shoes and clothing industry. It can be described as "growing pains".

To break through the shoe and garment industry, we must find a new engine for sustainable development.

Make efforts to resolutely eliminate backward production capacity, enhance industry concentration, drive innovation, and find new engines for development.

In recent years, Shishi, a clothing industry, issued a strong voice of "breaking the strength of the wrist" - 5 new environmental protection non-standard products or low-end textile and garment enterprises, such as Xinxiang Hua, Xiang Hong, Hongtai, Ju Xiang and Hongda, were asked to eliminate backward production capacity.

Statistics show that since last year, in order to speed up the pformation and upgrading of footwear industry, more than 40 shoe and clothing enterprises in Quanzhou have been listed as rectification and elimination targets, and the output value of hundreds of millions of yuan has been eliminated.

Huang Guofu, director of the Quanzhou Municipal Economic and Trade Commission, said that eliminating backward production capacity is a signal to the whole industry of footwear and clothing industry. No longer can we linger in the past development mode. If we want to sustain sustainable development, we must resolutely carry out independent innovation and Gou Jianxin's profit model.

A group of shoes and clothing enterprises have made great efforts in technological pformation.

The Haitian technology company, the only automatic pulp making machine in the province, can save labor costs of nearly 400 thousand yuan per year, and the whole company's numerical control equipment can save labor costs by about 10000000 yuan per year. In Longfeng textile, more than 1000 of the most advanced looms in the world today are the leading actors in the workshop, with an annual output of over 100 million meters of fabric fabric, and 5 employees are required to patrol each class.

More and more shoe and clothing enterprises have changed from labor-intensive to technology intensive through technological pformation and equipment innovation.

"The disappearing demographic dividend can be recovered from technological pformation."

Quanzhou shoes and clothing machinery leading enterprise Yongxin CNC chairman Lin Huihuang said.

Relaxation can be retractable.

The other hand of Quanzhou shoe and garment industry pformation is intensive cultivation in management and efficiency in management innovation.

The traditional production of textile shoes and clothing is separated from each other. There are disadvantages such as large land occupation, large inventory and low efficiency.

In order to solve this problem, lean management has been introduced into 361 degrees, seven cards and seven wolves since last year.

The 361 degree company president Ding Wu said that in lean management mode, the wages of workers depend on production time and quality rather than quantity, which greatly improves product quality and reduces production costs.

At the same time, in the face of the impact of e-commerce on physical stores, Quanzhou shoe and clothing enterprises have set up a network marketing team.

According to the statistics of Quanzhou Electronic Commerce Association, last year, online sales volume of Quanzhou sports shoes, casual shoes, cashmere and cotton wear accounted for 70%, 55% and 68% of the whole country respectively.

Quanzhou has become the largest and most concentrated supply base for shoes and clothing business in the country, and is one of the four largest electricity supplier industrial bases in China.

Dawning - industry reshuffle, leading enterprises in the face of adversity to reverse the decline, leading the whole industry to upgrade

RIBA's men's clothing launched the first innovative research and development platform of jacket, the innovation and research center of Chinese jacket, upgrading to "intelligent manufacturing", from cost competition to value competition.

CABBEEN launched a new store, and set up a terminal network that combines clothing, coffee and music, resulting in enhanced experience and attraction to consumers.

In order to reduce the intermediate links, the production cost control is the lowest and the quick reaction capability has been improved.

The dragon group guides SMEs to establish alliance mechanisms in terms of capacity docking, product misplacement, brand cooperation, marketing pricing, raw material procurement, and so on, to integrate interindustry and cross industry advantageous resources.

...

Technological innovation, product innovation, management innovation, business model innovation...

The energy generated by independent innovation is providing new endogenous impetus for the pformation and upgrading of footwear industry in Quanzhou.

"We resisted pressure and actively pformed, and successfully achieved pformation. The first half performance far exceeded market expectations.

Facts have once again proved that Anta people are never afraid of change and dare to take the road that others have not gone through. "

This is the day when the first half of the year was released, and the chairman of Anta sports board and CEO Ding Shizhong left a speech on micro-blog.

Let Ding Shizhong be emboldened, is a group of bright figures - operating income of 4 billion 120 million yuan, an increase of 22.4% over the same period, net profit of 803 million yuan, an increase of 28.3% over the same period.

After more than two years of pformation and upgrading in the past two years, this month, Anta took the lead in the first half of the peer report card, becoming the first business income in the industry to become a positive enterprise, in the face of adversity in one fell swoop to reverse the decline.

Like Anta, in the first half of the year, the leading enterprises of 361 degrees, del Hui, Jordan, Li Lang, and nine Mu Wang were in the opposite direction, and the increase in orders was over 10%.

The leading company is followed by a large number of small and medium-sized enterprises.

The footwear industry in Quanzhou, which is on the way to pformation, is booming.

Tian Lun Tian, San Fei Lai, Kasiron, etc., based on professional production advantages, to outdoor products, children's products pformation, business performance has entered a healthy track; Philharmonic, Greater East Asia, strengthen management, enhance internal control, won the favor of internationally renowned enterprises, successfully joined Reebok, Adidas, poly, New York and other world-renowned brand supply chain......

The achievements of downstream brands are gratifying, and the outstanding performance of the upstream industry chain further conveys the warm signal of the industry's ice melting and releasing.

Take a single enterprise as an example, Xun Xing shares received 540 million yuan in the first half of the year, an increase of 10.08% over the same period last year, operating profit of 58 million yuan, an increase of 28.39% over the same period last year, and a net profit of 58 million yuan, representing an increase of 41.32% over the previous year.

Judging from the industry as a whole, the growth rate of textile industry in the whole city has been higher than 15% since the beginning of this year.

"Driven by the leading pformation of a group of leading enterprises, the dawn of the whole industry pformation in Quanzhou footwear industry is now on the horizon."

Zheng Xincong, mayor of Quanzhou, said.