Nanan Footwear Industry Enters "Ice Age"

Shoes and clothing light textile is one of the pillar industries in Nanan. The brands of foot friends, gang Deng, Fick, POOVE, Cambridge and other brands have taken the lead in the domestic children's shoes industry. Jiu Du, Hong Lai and Merrill Lynch jade leaf are the main production bases of shoes in Nanan. However, in 2014, influenced by various factors such as raw materials, cost and competition, the footwear industry in Nanan began to experience a severe winter. The profits of the whole industry dropped sharply, and the local tax revenue of footwear industry dropped by 12.7% compared with the same period last year.

The industry believes that the decline in corporate profits comes first from rising production costs. For Nanan shoe enterprises, relying on demographic dividend to reduce costs, and fast financing and large-scale shortcuts have ceased to exist. Labor costs rise at 15% per annum. The average price of a pair of shoes is 200-400 yuan, which remains unchanged for many years. The profit margins of shoe companies are very thin.

Dai Jiaqing, general manager of Shunchang shoes industry Co., Ltd.: at present, the competition between domestic and foreign companies is very large, and one is capital, and the other is employees. The annual price of shoes is rising. Raw material It is also rising, so the whole shoe industry is very depressed at the moment.

and capital Difficulties and the impact of electricity suppliers are also one of the main problems of Nanan shoe enterprises.

Wang Yixin, general manager of Fujian Wang Ke Agel Ecommerce Ltd: the domestic market in recent years vicious cycle, credit is very strong in all aspects, may also receive the impact of the electricity supplier. Sales performance The most serious problem is that credit is more powerful, and it is also a vicious circle.

In addition, in the first two years, Nanan shoe enterprises were learning the Jinjiang model, and the halo effect of high priced celebrity endorsements has disappeared. Nowadays, consumers tend to be rational consumption, and products with high performance price ratio or high value-added products are more likely to be favored by the market.

According to statistics, as of November 2014, the output value of footwear industry in Nanan was 9 billion 360 million yuan, an increase of more than 10 percentage points over the same period last year. However, the sales of footwear products declined, and inventories increased by 15% compared with the previous years. The annual local tax revenue of shoes and clothing enterprises was 35 million 190 thousand yuan, down 12.7% from the same period last year.

And this dilemma is not only the unique experience of Nanan shoe enterprises. Statistics show that the footwear industry of Jinjiang, which has been speeding up, has a long history and a big brand of Guangdong footwear industry. Last year, it also encountered varying degrees of cold wave. And the influencing factors are very similar, all of which are pressure from cost, capital and competition.

At present, there are 1078 shoe business enterprises registered in Nanan, of which 40 are above scale enterprises. In this round of industry cold wave, business owners have made efforts to open up new roads. Laying stress on R & D design and taking the integrated route of shoes and garments has become a new choice for many shoe enterprises in Nanan.