Footwear Industry To Improve Internal Strength, Stabilize The High-End Market

Guo's shoemaking party members are tackling key technical problems. More than 40 R & D designers are busy drawing drawings, selecting materials and making samples. On one side of the wall, there are more than 100 samples of new shoes that have been completed. "This is the new brand that we helped to develop and design the brand FILA of Italy. With the design capability, the order is sure to be consolidated." Company chairman Zhao Qingzong said.

Although the cooperation between Guo's shoes and FILA brand is only 6 years, it has been awarded "excellent supplier" honor for 4 consecutive years, and the order quantity has increased from the initial 2 million pairs to about 4000000 pairs. To undertake more orders, Guo's shoe industry increased its production line to 6 last year. Zhao Qingzong said that although Southeast Asia and other countries have low labor cost advantages, but workers lack experience and low level of technology, so high-end brands will not immediately transfer the order, "in this gap period, we need to accelerate the upgrading of R & D design capabilities and create core competitiveness."

As the footwear industry of Guo, the high-end footwear brand is a major feature of the footwear industry in Putian. "Many enterprises are building their own R & D teams. If we can develop brand satisfaction, we will not only have orders, but also double profits." Gong Feng said.

NIKE, PUMA, KAPPA, FILA, SKECHERS... Today, Putian has become the foundry place of high-end sports brands in the world. According to statistics, in 2014, the total number of 353 million pairs of Communist shoes in the above scale shoe making enterprises increased by 15.2% compared with the same period last year, and profits mainly came from these high-end products. Brand foundry 。 Wang Dechun believes that if we want to keep running, we must keep the share of high-end sports brand OEM. In addition to strengthening R & D design, we must consolidate the quality advantages and start the quality brand. To this end, the city shoe association has introduced the world-renowned international inspection group, with the authority of the third party testing to enhance. Putian Footwear industry's international reputation for quality.

In addition, some enterprises have moved from sports shoes to more high-end ones. Functional shoes Transformation. Last year, output value doubled for the new sporting goods company KEEN, the first brand of outdoor sports in the United States. Zheng Xinhua, general manager of the company, said that two years ago, only two orders of sandals had been received since the beginning of the KEEN OEM 7 years ago. After several years of accumulation and promotion, the company has been able to produce all the products of KEEN brand and become one of the core suppliers of the brand. At present, new road plans to invest hundreds of millions of yuan to add two Goodyear production shoes production line, and enter the more high-end functional shoes production field, "the first line of equipment is being debugged." Zheng Xinhua said.

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Recently, the workers of Putian Xinlong shoe industry Co., Ltd. are busy, and they are intensifying production of orders for sports shoes such as PUMA. As a member of the first phalanx of Putian shoe enterprises, Xinlong produced about 8 million pairs of shoes in 2014, because the number of orders was adequate, and its tax increased from 20 million 840 thousand yuan in 2013 to 56 million 410 thousand yuan in 2014.

The amount of tax increase is more than that of Xinlong. According to the statistics of tax department, the number of tax paid enterprises in Putian has increased to 7 yuan from 30 million in 2013 to 10 in 2014. The number of enterprises exceeding 50 million yuan increased from 2 to 6, and the old brand shoe enterprise of NIKE brand OEM has exceeded 100 million yuan. Behind the growth of the tax amount is the counter trend growth of orders and output value. Putian Footwear Association Secretary General Wang Dechun said.

Statistics show that in 2014, Putian's 229 shoe manufacturers above Designated Size realized output value of 51 billion 588 million yuan, up 13.9% over the same period last year. The industry generally believes that the main reason for the rapid growth is that after the transformation of industries such as Guangdong and Dongguan, a large part of shoe orders were transferred to Putian, while local shoe companies seized this rare opportunity.

"To seize opportunities is mainly due to high quality standards and gradually improved industry matching." Gong Feng, director of the economic operation section of Putian economic and Trade Commission, said that the footwear industry in Putian had absorbed the strict quality standards of Taiwan factories at the beginning of its manufacturing process, and the shoemaking level was among the best in the industry. It has just been rated as the national demonstration zone for the quality and safety of exported industrial products. In addition, the industry of local shoe upper and sole processing is relatively adequate. Only more than 1000 shoe processing enterprises are available, so after receiving orders, they can quickly organize production so that customers can confidently place their orders in Putian.

"From the perspective of enterprises, only by persisting in running factories and managing steadily can we get opportunities." Yao Jinhai, chairman of Yifeng footwear industry, said that his company had been founded for 20 years. Although the situation was tense in the past few years, it did not blindly change careers. "Last year, about 6000000 pairs of shoes for OEM production in Europe and the United States grew by 20% over the same period last year. From the order this year, it can still increase by more than 10%.

In the face of unexpected opportunities, the footwear industry association and other industry platforms also played a role. It is understood that last year, an enterprise received 100 thousand pairs of shoes orders, due to unexpected reasons can not be completed on time, if the time of delivery is not defaulted, the last 8000 pairs of shoes can only be transported by air, and the freight rate is 20 times as much as shipping. "Enterprises to the Association for help, we released information, dozens of enterprises are willing to help production, and finally choose a cooperation, ahead of schedule to complete the task." Wang Dechun said that there were few exchanges between enterprises in the past. In the future, we should vigorously promote the vertical integration of industrial chains and horizontal collaboration among enterprises.