Industry Reshuffle Is Coming, New Children'S Shoes Enterprises Will Tide Over Difficulties.

Children this year

For enterprises, it is doomed to be troubled times, and the industry reshuffle process has obviously accelerated.

Under severe market test, various contradictions and problems within enterprises are also exposed.

The money is broken, and the supply chain is in crisis.

In order to get out of the difficult situation as soon as possible, some enterprises take the quick and quick way to solve the urgent need, regardless of the strength of the enterprises themselves, try their best to seek the listing, instead, they let themselves fall into a bigger mire.

Of course, under such circumstances, there are also outstanding enterprises in the industry.

Why can they go against the trend? In this critical period, children

Where to focus and how to tide over the difficulties of development?

Industry shuffling accelerates supply chain crisis

In the previous stage, when reporters visited children's shoes and clothing enterprises,

Marketing Director revealed that because of the quality problems of the market, the meeting was discussed urgently, and the original ten million brand promotion plan was withdrawn, and the focus shifted back to the control of product quality.

It is understood that this enterprise has always been low-key, and the marketing director also said that the company has been focused on R & D, product sales growth steadily, it is time to appear in the industry, and rely on marketing to completely brand reputation, already plan to make a big fuss about brand promotion activities.

However, recent visits to the market are not optimistic.

Some district agents reflect the quality problems of children's shoes.

The marketing director told China sporting goods Daily reporter that since this year, the shoe and garment industry has frequently seen the loss of business owners, which inevitably leads to turbulence in the upstream supply chain.

Suppliers worry about the issue of refund, in order to reduce cost pressures, Jerry building, so that these enterprises are mistaken for "quality" products inadvertently into the market.

Industry reshuffle is bound to appear "several happy family worries" situation, whether branded or suppliers have felt the cruelty of market competition.

In the past few years, some companies with good momentum of development have also been repeatedly exposed to the problems of capital chain breaking and wage failure. Some manufacturers are unable to cope with the pressure brought by the market and face the crisis of bankruptcy.

"In the past, only a few small businesses, the impact will not be great.

Now many large enterprises are facing bottlenecks.

The cooperation between these enterprises and suppliers is large and the amount of arrears is high. "

Zhong Feng, business manager of Shishi Chuangxing Textile Co., Ltd., told reporters that the operation of suppliers this year is more difficult than before.

Brand manufacturers encounter problems. As upstream suppliers, the development of enterprises will also be affected.

Wang Yanzhu, chairman of Gage (China) weaving and dyeing Garments Co., Ltd. admitted that the development of shoes and clothing industry had been hidden for a long time, but as an upstream supplier, they hoped to continue to maintain their cooperative relationship with the brands, and help them get out of the predicament as soon as possible, but after all, to return to reality, unlimited support will only destroy the suppliers.

In fact, for quite some time, the profit margins have been gradually reduced due to the increase in labor costs and the rising cost of raw materials.

In addition, the threshold of bank lending has increased, and the government has not loosened the policy of tax revenue. The pressure of suppliers' survival is very large indeed.

The origin of supply chain instability is in the mode.

The problem of capital chain in traditional mode

Li Jianchao, director of the Fujian Textile Industry Association and the director of the Economic Department of Fujian clothing and apparel industry association, believes that the main problem of children's shoes and clothing enterprises is the health of the capital chain.

At present, too many enterprises have poor capital turnover.

But the quality suppliers do not cooperate with those unhealthy shoes and clothing enterprises.

Triangle debts, arrears of payments and so on, directly restrict the development of the shoe and clothing industry.

In addition, there are also problems in supply chain and industry chain innovation.

At present, it is not difficult to find a good supplier if the capital chain is healthy.

Everyone is willing to cooperate in cash and spot.

We have long hoped that children's shoes and clothing enterprises will be pformed.

A shoe supplier said bluntly.

"The long-term cooperation between enterprises and agents and suppliers depends on honesty.

Many enterprises adopt the mode of "goods after delivery". Agents default on enterprise funds and enterprises default on suppliers' funds.

Once the whole capital chain is not in place, there will be a series of problems.

Wu Chengquan, executive vice president of foot friend sporting goods Co. Ltd.

Wang Yanzhu believes that in the past, the development of a second-line brand has benefited from the integrity of the industrial chain. This not only refers to the close cooperation between producers and suppliers, but also the mutual support and support between the basic industrial chains.

Both processing and material suppliers play a great role in supporting and promoting brand development.

However, the trust relationship between enterprises and the mutual aid relationship between industrial chains have gradually shaken.

Suppliers worry that the owners will make donations and run away, and the funds will not be recovered. The more successful the companies are, the greater the risk will be.

"We don't have factories. We need to find other factories to pfer the goods. They ask for cash. The goods we produce are sent to the manufacturers. They are all ious in black and white. How much money do we owe them?"

A shoe supplier sighed.

"In the past, we purchased raw materials for weaving from other manufacturers, and they allowed us to postpone payment, and now they are also demanding cash in cash."

Wang Yanzhu believes that the change of form requires that the development mode of the whole industry should change along with it.

Supplier reserves "brakes"

"Over the past few years, shoes and clothing market has been very good, merchants crowded in.

Now the market is overcapacity and the supply exceeds demand.

Those companies that initially stepped up and were not operating well enough met bottlenecks.

A shoe supplier said that the overall market situation is more severe this year. When suppliers fail to see the hope, they can only choose a conservative way, rather lose orders, and ensure timely recovery of funds and preserve their strength.

{page_break}

There are more than one supplier with the same idea.

Faced with the current development of the industry, suppliers have taken preventive measures.

"First of all, when money is hard to come back, suppliers will appropriately reduce the supply of their suppliers or stop the supply of goods when their brands are not operating well, and secondly, shorten the period of arrears.

We will not cooperate with each other for more than 3 months due to normal debts.

For enterprises that owe debts, they can not support them without restriction. Instead, they should adopt a "brakes on" approach, and then control the amount of arrears.

In the past, large enterprises could owe three to five million, and small businesses allowed three to five thousand. Now it seems that the larger the scale of enterprises is, the more likely they will be problems.

Zhong Feng said.

Wang Yanzhu told the China sporting goods Daily reporter that in the fourth quarter of this year, the total volume of business of many suppliers has declined sharply. Because of "worry", the cooperation with the ill performing enterprises has been abolished, and the business has not been made arrears. "The business we have received this year is limited to some very familiar and trustworthy enterprises. Some listed companies, though larger, will also be cautious in considering the arrears."

Return to product innovation and get out of the downturn

Product is the ultimate supplier of quality products.

In the face of changes in the industrial environment, how should enterprises get out of the predicament? First of all, let the capital chain become benign, and the most important thing is to return to the product itself.

Only when the product is sold well, can the agent earn money, then they can get the money back faster.

With the financial strength, cooperation between enterprises and suppliers will be more successful.

A child shoe owner told the Chinese sporting goods Daily reporter.

Looking at the steady development of children enterprises this year, we must focus on products and create core competitiveness.

"The survival of the fittest is the natural law under market competition.

Now people's consumption is more rational, and put forward higher requirements for products.

Therefore, it is very important to test the strength of R & D. Once the market deviates from the market demand, it will cause a lot of product backlog.

A shoe material supplier said.

Chen Yucheng, chairman of 6+1 children's shoes brand, believes that the children's shoes industry shuffle, which is beneficial to the healthy development of the whole industry.

In this process, the enterprises with solid products have more living space.

"At this stage, the brand should return to the product itself, pay attention to product innovation, and improve the internal skills."

Wu Chengquan said.

Wu Chengquan believes that in product innovation, enterprises should work with suppliers in a long-term and in-depth manner. Suppliers will develop new materials in a timely manner and provide them with timely information.

"Our suppliers have always been very stable, and both sides know each other very well, and their cooperation is quite tacit."

Chen Yucheng believes that enterprises and suppliers should establish long-term cooperative relationship, so that both sides can have more targeted research and development of materials.

In the shoe and clothing industry, there are many innovative brands and suppliers.

This year, the development of sports shoes and clothing is gradually warming up.

Li Jianchao believes that the industry is warming up, not all enterprises are getting warmer, innovative enterprises are warming up.

The main reason for Anta's growth this year is innovation, especially in the supply chain, such as breathing net 2 technology running shoes.

It is understood that in the first half of this year, Anta invested nearly 95 million yuan in scientific research, accounting for 4.2% of the cost of sales.

Anta's research and development mainly focus on two aspects: first, basic research and development, research on sports products related standards; two, professional R & D, including new materials, new technology, new technology research and development.

Wang Yanzhu told reporters that as a fabric supplier, gage has been committed to the research and development of environmental protection raw materials in recent years, opening up a new era of "printing and dyeing", mobilizing a batch of chemical and mechanical R & D experts, and concentrating on tackling the new technology and environmental protection projects. The whole process takes 5 years.

At present, the products have been preliminarily molded, and they will be sold to the famous brand suppliers in Japan and Dongli by the early stage.

Whether enterprises or suppliers, the more the market environment is poor, the more attention should be paid to products.

For suppliers, the quality of products should be better and the products will be more refined.

Lin Zhicai, managing director of Knight shoes materials Co., Ltd.

Lin Zhicai believes that many brands lack core competitiveness in product R & D design.

Suppliers should be able to lead customers.

Materials research is prior. Suppliers should guide the development trend of products and provide high-tech and functional materials for enterprises.

"In the past it was the order of enterprises, and we were in line with production. Now we should actively provide some elements of market trend.

Only in this way can we become more active.

When business is good, the repayment is faster.

Lin Zhicai said.

Optimize supply chain, strengthen product control

Chen Weifeng, assistant general manager of Fick International Holdings Limited, said the market for children's shoes is fierce competition.

Fick hopes to further optimize the supply chain by going public.

Some scattered and smaller suppliers will make appropriate adjustments, shift their focus to strong quality suppliers, and cooperate more closely in the future.

"In the past, many suppliers gave great support to the development of Fick. Today, Fick is listed on the market and has more capital.