How Should Huidong Shoe Industry Spend The "Cold Winter"?

After more than 30 years of development, Huidong Shoes Industry has formed a shoe industry development pattern focusing on fashionable women's shoes from raw material supply to sales. In 2006, Huidong Shoes Industry was rated as "China Women's Shoes Production Base" by the state. It is the only national leather industry regional brand in eastern Guangdong and one of the few in Guangdong. At present, Huidong has 6380 shoe enterprises. In 2013, it produced 900 million pairs of shoes with an output value of 28 billion yuan.

The previous Huidong Shoes Cultural Festival was held in Huidong County, Guangzhou and Huizhou City. The seventh Huidong Shoes Cultural Festival was held back in Huidong. Liu Wensheng, member of the Standing Committee of Huidong County Party Committee, introduced that the main purpose of the festival was to highlight local characteristics, which would help to comprehensively display the image of Huidong city, promote the cultural connotation of Huidong shoes, and promote the regional brand of "China Women's Shoes Production Base · Huidong", Expand Huidong's popularity and influence,

The theme of this shoe culture festival is "to show the charm of Huidong fashionable women's shoes, expand the domestic and foreign markets of the shoe industry, promote new marketing methods, and promote the transformation of the shoe industry upgrade ”。 The cultural festival has rich and colorful contents, and will hold a series of activities such as fashion women's shoes exhibition, fashion women's shoes online mall display, fashion women's shoes new materials and new equipment display, etc.

In recent years, e-commerce has developed rapidly. In order to survive, Huidong shoe enterprises have used e-commerce to develop domestic sales channels. According to the statistics of Huidong E-commerce Association, there are more than 5000 women's shoes online stores in Huidong, including more than 40 Tmall stores. This shoe culture festival will have e-commerce, and will hold the O2O Wealth Forum for Micro e-commerce to win the future for the first time, focusing on the advantages of O2O mode and the current development direction of e-commerce, so as to deliver more advanced entrepreneurial ideas to employees in shoe manufacturing and other industries.

The development and expansion of shoe industry need quality As a guarantee, it is also necessary to have a strong innovation ability. Huidong Shoes still has much room for improvement. This shoe culture festival will hold the first shoe industry quality development forum, inviting international (British) footwear experts and experts from well-known domestic testing institutions to give lectures. At the same time, the fashion trend release and R&D and design achievements fair will be held. At that time, senior Italian designers will be invited to share their design experience of fashion women's shoes and discuss the international cutting-edge fashion trends of fashion women's shoes in 2015.

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How does Huidong Shoe Industry spend the "cold winter"?

Experts say the key is to create a brand and improve quality

After more than 30 years of development, Huidong footwear industry has formed a larger industry scale advantage. Huidong is the second area in Guangdong Province to win the honorary title of national leather characteristic area after Guangzhou Huadu. Huidong women's shoes, which have won many national and provincial honors, are currently experiencing a "cold winter", with some shoe factory bosses running away and workers losing

In the past two years, Huidong Shoemaking People have gradually felt the "cold" coming. Affected by the global economic recession, international trade barriers, rising raw material prices, rising labor costs and other factors, Huidong footwear industry is facing some difficulties and challenges in production and operation. Lao Yang, the boss of Huidong Shoes Factory, sighed: "In recent months, few orders have been received, and business is becoming more and more difficult."

This kind of "pain" in shoe industry development is not only encountered by Huidong Shoe Industry. Yang Xia, secretary-general of the Guangdong Footwear Manufacturers Association, pointed out that Guangdong is a big shoe export province, but due to the influence of raw materials, costs, competition and other factors, Guangdong's shoe industry has entered a painful period of transformation and upgrading. It organizes production and sales in the form of processing trade, lacks brands and independent innovation and research and development, and lacks professional talents in the industry, which is hindering the development of Guangdong's shoe industry.

How to cope with the current "cold winter" in the shoe industry? Wang Jianxin, vice president of China Leather Association, said that under the current domestic and international environment, Huidong should persistently promote the transformation and upgrading of the shoe industry, constantly adjust and optimize the industrial structure, and achieve new leaps in new technologies, new processes and new ideas; It is necessary to change the mode of trade growth as soon as possible, create an international brand of the footwear industry, transform "Huidong Manufacturing" into "Huidong Creation", give Huidong the new connotation of the footwear industry development, make the footwear products export from quantity oriented to quality, brand and efficiency oriented, and effectively improve the core competitiveness of the industry.

Yang Xia believes that the main way to improve the competitiveness of Huidong footwear industry lies in: first, we should increase the efforts to create independent brands, and strive to optimize marketing channels and marketing methods; Second, improve the level of technological innovation, replace imitation and extensive with innovation and ingenuity, and take the path of independent innovation; Third, we should strengthen international exchanges and cooperation and actively integrate into the value chain of the international footwear industry.

The development of the shoe industry is sluggish, and Huidong County Party Committee and Government are also "anxious". Liu Wensheng said that Huidong County Party Committee and the county government attach great importance to it and have formulated practical and effective measures to help support the development of enterprises and promote the shoe industry to become stronger and larger. For example, it supports shoe enterprises to carry out technological innovation, and has established multiple comprehensive service institutions such as shoe quality inspection center to provide "one-stop" services for enterprise R&D design, information consulting, and technological innovation; Vigorously guide enterprises to break the mode of closed property rights, speed up the transformation of shareholding system, and encourage enterprises to unite with each other and operate together; Organize a group of enterprises to participate in various exhibitions and "online shopping of Guangzhou goods" activities; Research and issue relevant support policies.

Huidong Shoes Co., Ltd., which is small in scale, lacks brands, and is even called "worship shoes" (describing poor quality, which can only be worn for one week), is also experiencing some gratifying changes, such as the establishment of several powerful shoe group companies such as "Xianglian"; A number of national and provincial well-known brands such as "Fragrant Love" and "Carmine" have been established; Huidong E-commerce Pioneer Park is under preparation, and a number of powerful online shopping malls have emerged. Of course, Huidong Shoes still has a long way to go in order to become bigger and stronger.