Small Shoe Companies Greet Callers Spring

Guo Dong (pseudonym) has been fighting for more than 20 years in the footwear industry in Dongguan, mainly for shoe manufacturers in Italy, Spain and other European Union countries. The factory has reached more than 4000 people at its peak. However, due to the rising labor costs and the pfer of orders from east to South Asia, the scale of its factory production has been repeatedly compressed in recent years. However, what he never expected is that he escaped the financial crisis in 2008 and withstood the pressure from the European Union to impose anti-dumping duties. However, due to the sharp decline in overseas orders and lack of experience in testing water and domestic sales, he broke the chain of capital and was forced to close the factory in 2014.

Over the past year, Guo Dong has been thinking and reflecting. Now, with the help of his friends, he has reopened a miniature shoe factory with dozens of people and wants to make a comeback with the help of the Internet operation mode.

"At present, Taobao stores and WeChat stores are our customers' goals.

We first study the latest popular footwear in Europe and America, and then design according to the trend of our designers, and send out some styles developed to customers. These orders are relatively small. After receiving orders, 3~7 days can be shipped. At the same time, the orders for foreign trade will take at least 45 days from receipt to shipment. After receiving 3 months' payment, the whole process is obviously compressed and profits have been greatly improved.

Although the number of OEM shoes is large, the net profit rate is usually only 2%~3%.

Taobao and other electricity supplier customers gave us orders, due to the reduction of intermediate links and our added value through design, the profit margin increased significantly to 20%.

But if we sell our brand on Taobao or Jingdong, our profits will be even higher.

For example, a pair of shoes with a cost of 100 yuan, usually at the end of the physical shop price is at least 4 times, and on the Internet can sell 2.5~3 times the price, after deducting various costs, the estimated profit margin is even as high as 100%.

In an interview with reporters recently, Guo Dong said that he had registered a new brand and opened two or three stores. He was preparing to open shop online and explore the O2O mode, trying to design the whole industry chain from terminal to retail.

In early May, Dongguan Houjie Qiao Hong shoes industry ushered in the Alibaba's "China made goods and goods online" line, which is a factory with more than 20 years of international famous beach shoes brand foundry, and is willing to take advantage of the "Internet +" Dongfeng to realize pformation and upgrading.

Guo Zhengjin, chairman of the board of directors, said that at present, the production of a pair of shoes at most can only earn 1 yuan, which means that the factory with a scale of more than 300 people will have to produce one hundred thousand or more shoes a month, so as to maintain balance of payments.

He believes that developing independent brands is the way to go and registered in 2013.

"Rock bear" and cast his eyes on the Internet.

But from the zero inventory of the processing to the high inventory that the independent brand may face and the insensitivity of the popular vane in the terminal market, this makes the shoemaker, including Guo Zhengjin, somewhat at a loss.

Taobao, which is under the Alibaba, is constantly looking for quality "made in Guangdong" to optimize its commodity structure, and launch the "China made goods and goods online".

stay

With the help of this, ten Dongguan shoe companies including Qiao Hong shoe industry joined in the event.

Taobao's data show that in 2012, Taobao's annual sales volume was only 5 billion ~60 billion yuan, and by the end of March 2015, it had sold more than 600 billion yuan in the Alibaba system.

Li Peng said that the biggest headache for many brand shoes enterprises is inventory, including BELLE, Lining and other enterprises are troubled by inventory, and the biggest advantage of the Internet is that it is expected to achieve zero inventory.

For example, the brand sandals that have just been listed have already been put into production at the end of 2014, and now these tiny shoe companies can build their own brands. They can fully rely on the Internet to produce in season. After buying a batch of materials in a unified way, they first design some styles to put the Internet on the market to see the market reaction. If the sales volume is good, they can replenish the goods in time, and if they are not welcome, they can produce the other styles with the original materials. This is the advantage that the traditional mass brands often do not have.

Some small shoe enterprises, with excellent design and management capabilities, are expected to develop into shoe manufacturers similar to European advanced customization in the future.