Wenling Shoe Companies Have Set Foot In The Electricity Supplier Field.

Since the 70s of last century, after nearly forty years of development, the footwear industry in Wenling has formed an industrial development pattern characterized by private enterprises as the main body, socialized cooperation and specialized division of labor, and has become one of the pillar industries in Wenling.

However, the footwear industry in Wenling has a large scale and a low degree of concentration, but its output is huge, but its efficiency is not ideal. Its competition is disordered, its sense of innovation is not strong, its industrial chain is short, its talent and technology strength is lacking, and its brand awareness is weak. These have seriously affected the development of Wenling footwear industry and the upgrading of its industrial level.

At the beginning of this year, a fire in Dadong shoe factory in Wenling made Wenling's shoe industry more chaotic.

Wenling Shoemaking industry Usher in a major reorganization.

By the end of May 2014, the number of shoe making enterprises in Wenling dropped from 1.1 to 6053, 45% and 105 thousand respectively. By the end of June, the total number of shoe industry in Wenling was 4351, down 48% from the same period last year.

Present situation

The export market shrinks, and the losses of enterprises are not small.

A few years ago, Footwear industry in Wenling The production technology and materials have been innovated and the overall quality has been upgraded. The shoe industry has formed a brand advantage of low price and high quality. In the past, Dongguan, Jinjiang and other underground single largest international trading companies quietly turned to Wenling.

"In those years, it was a good day for the footwear industry in Wenling. The company took orders in the first half of the year, and busy production in the second half of the year." Jin Hongqing said, at that time, the shoes produced by Wenling enterprises were exported and the manpower cost was low, so they could earn money.

However, the Middle East, Ukraine and other countries were in turmoil. In the first half of last year, Wenling's footwear exports began to decline. According to the data of Wenling customs office of China Customs, the total export volume of footwear in the past 1-6 months was 513 million US dollars, down 3.94% from the same period last year, accounting for 28.5% of Wenling's total exports. In January, Wenling's footwear exports amounted to US $1.19, the highest peak in the first half of the year, an increase of 4.99% over the same period last year, while the footwear industry in February dropped to 45 million US dollars, a decrease of 62.2% compared with the same period last year, down 41.2% from the same period last year. The recovery began in March, and the growth rate was positive, but the recovery process was slow.

Last year, it was undoubtedly the most painful year for the export enterprises in the Middle East and Ukraine. According to Shilin shoes industry, the company exported 50% of its products to Ukraine, with sales volume of 700 thousand pairs in the first half of last year, a decrease of 2/3 compared with the same period last year, plus a serious depreciation of Ukraine's currency. The price of shoes was raised by 30%, and profits still fell 20%. In the first half of the year, about 30000000 of Ukraine's currency was depreciated for a few days because of its too late conversion. The exchange rate only lost about 4000000 yuan RMB 1/3.

The cost is high, and the "blade profit" phenomenon is prominent.

Jin Hongqing told reporters that he was concerned about a recent survey released by the Boston consulting company, which showed that the cheap Chinese "throne" has been "ousted". The actual production cost of China's manufacturing industry is close to the United States, and the main reason is the increasing labor cost.

"The annual cost of 10%-20% growth in Wenling has become an unbearable pain for the footwear industry. Although the price of shoes in Wenling is also increasing year by year, but the market competition is fierce, and the cost of supporting materials and the rent of factory buildings have been rising. The relative profit of enterprises is getting thinner and thinner, and the phenomenon of "blade profit" appears. Jin Hongqing said.

Coupled with this year's "1.14" catastrophic fire, Wenling's iron fist promoted the "three changes and one demolition" and "five water co governance" rectification action, the footwear industry chain broke, a large number of migrant workers returned home or changed their jobs. In the first quarter, the footwear industry generally had difficulty recruiting workers.

Land resources are scarce, and enterprises have the tendency to move abroad.

With the development of economy, Wenling's land resources are becoming more and more precious. A shoe company official who did not want to be named told reporters that in 2014, shoe companies bought land for development, and the land had reached about 4000000 yuan per mu.

Jin Hongqing told reporters that due to the constraints of land, some shoemaking enterprises were forced to stop production and faced a more serious predicament. At the same time, some merchants from other provinces have offered attractive industrial undertaking conditions. Some enterprises with expansion capabilities have already moved outward.

"Once the shoe enterprises move outside, they will seriously affect the healthy development of the footwear industry in Wenling. For large enterprises, although the direct impact is not big, their supporting production enterprises will stop production, which will indirectly affect the long-term production of enterprises. Large enterprises are constrained by inadequate supply of supporting products and production will be restricted. " Jin Hongqing said.

pay attention to brand building Give every brand a story.

Beginning in 2010, Zhejiang Bi Ke sporting goods Co., Ltd. became the OEM of BELLE shoe international, and learned the management knowledge of R & D and production in the process of OEM production.

The shoes with 40 yuan of their factory price, which are labeled with BELLE international, can sell 400 yuan in the shopping mall, and the chairman of Yuan Kangning, the chairman of the shoe industry, is greatly stimulated. "10 times the price difference let me iron core to make the brand." He likened a brand less company to "no culture, no way to go." Bi Ke shoes and China leather shoes Association have established the Bi Ke Industrial Research Institute, specializing in the development of new products.

Fordelon shoes industry also began to make a lot of fuss about brand building. In the face of the news that children lost frequently, they saw newspapers. Fodlung developed a positioning chip, which cleverly grasped the psychology of parents.

At present, Bi Ke sports already has chick sports children's shoes, big diamond men's shoes, wands, Princess fashion girl shoes and so on. The next step is to give every brand a fairy tale so that children can enjoy the brand in the story.

Reporters learned that by the first half of this year, the footwear industry in Wenling already has 4 honorary titles of national regional brand, 1 provincial regional brands, 5 famous Chinese trademarks, 6 famous provincial brand names, 3 provincial famous brand products, 2 provincial export brands, 1 provincial famous trade centers, 7 provincial technology centers, 11 regional brands, and 1 provincial government quality awards.

Carrying out equipment revolution and large-scale "machine substitution"

Faced with increasingly high labor costs, machine replacement has become the driving force for many enterprises.

Jin Hongqing told reporters that the shoe industry first invested about 6000000 yuan to introduce an automated production line. The original assembly line needs 65 workers. After using this production line, only 10 workers can complete all the operations. According to the annual salary of 40 thousand yuan per person, this line can save about 2000000 yuan labor cost for a year. According to the estimate, the equipment will increase the production efficiency by more than two times, and the space saving rate can be increased by 50% to 60%.

Compared with the introduction of the overall automation pipeline, other shoe companies are more interested in high-tech investment in local processes. Europe, Hong Kong, Zhuo Ling and other industries have purchased about 1000000 yuan new equipment this year, such as computerized sewing machines, laser engraving machines, laser cutting machines, automatic rubber brush machines, etc. to improve production efficiency and product quality, reduce labor intensity of workers, and effectively relieve recruitment difficulties.

In addition, some sports shoes enterprises in Wenling are actively innovating product varieties and enhancing market competitiveness through the use of new equipment, new technologies and new materials, and strive to break out of the Red Sea market with oversupply of sports shoes and remain invincible.

More than 100 enterprises embark on e-commerce Road

Everything in the world is changed by poverty but by means of change. This ancient Chinese simple materialism thought, many Wenling shoe enterprises have made a good interpretation with their own experience.

Taizhou Jacques shoes industry is a well-known domestic fashion casual shoes manufacturer in Wenling.

A few years ago, the company was one of the many low-grade women's shoes manufacturers in Hengfeng.

Zheng Haihua, chairman of Jacques footwear industry, is determined to reform and create his own brand, so as to raise profits and space by upgrading quality and quantity. The original line of 50 people, one day can do 5000 pairs, and now a pipeline of 80 people, day and night overtime can only produce more than 4000 pairs.

But the price of the product increased to 55 yuan, more than 20 yuan of Hengfeng shoes, but 10-15 yuan cheaper than Wenzhou shoes, Wenzhou quality, Wenling price to determine the competitive edge of the market.

Jin Hongqing told reporters that in the face of the continued downturn in the export form and coincided with the Internet era, Wenling's shoe industry has been spending lots of money in quality, and many domestic enterprises have set foot in the electricity supplier field. According to incomplete statistics, there are more than 100 enterprises in Wenling footwear industry, and 5 of them have made breakthroughs.