Strategic Marketing Henkel Is Committed To Developing And Sticking Customers.

Recently, Henkel Global shoes Chen Jianzhi, director of customer service and OEM, director of Taiwan footwear and adhesives division, received an interview with Taiwan economic daily, introducing Henkel's adhesives technology to help the shoe industry upgrade its hardware and software.

The well-known hairdressing brands, Schwarzkopf, Syoss and Persil, all come from the German Henkel champion group. Han was established in 1876. Its main business covers three major fields, including adhesives, cosmetics and beauty products, detergent and home care. Adhesives are closely related to Taiwan footwear industry.

Adhesion technology highlights high-end quality

Henkel said the shoe industry is not a sunset industry. It can help upgrade the hardware and software of the footwear industry by optimizing the production process and reducing the consumption of chemical materials. In fact, one of the three pairs of sneakers sold around the world now uses Henkel bonding technology.

Henkel global shoe adhesives OEM customer director and director of Taiwan shoe adhesive division Chen Jianzhi said that the bonding of products is not only the hot melt method or nails, but also the requirements of different materials for glue, so adhesion is regarded as advanced technology. The key to the success of adhesives is R & D. Only through R & D can we stand out in the industry.

Henkel has about 50 thousand employees worldwide. In 2014, the sales profit of 16 billion 400 million euros (about NT $587 billion 900 million) and the operating profit of 2 billion 600 million euros (about NT $93 billion 200 million) were still behind the scenes champion. The revenue from the adhesive Department accounted for nearly half of the total revenue of Hanko group. From the domestic products such as glue, adhesive tape to aerospace, automotive industry, and even the packaging materials required by the high-tech industry, Henkel binder technology can be used.

Hanko Asia Pacific headquarters and its largest global capacity Adhesive factory "Dragon factory" is located in Shanghai, China. Taiwan is hankau's major hub in the Greater China region, which covers only three major business markets. Chen Jianzhi said that Taiwan has many leading footwear manufacturers in the world, and the top three shoe brands are long-term strategic partners of Henkel adhesives and adhesives division. In cooperation with these shoemaking companies, we found that Taiwan shoe factories had invested a lot in developing and making shoes.

In 1970s, Taiwan was compared with Italy as the world's two largest shoemaker kingdom. It is also the production center of many world-renowned shoe brands. Taiwan plays a leading role in the footwear industry. But in 1990s, one after another experienced the rise of labor costs and soaring prices of shoe making materials. In order to obtain cost advantages, the factory site of shoemaking factory could only move to the country of population secrets and low labor cost.

In recent years, with the gradual increase of wages in mainland China and Vietnam, the improvement of labor awareness and the rapid development of China's shoe making technology, the shift of production is no longer the panacea for the shoe industry in Taiwan.

Chen Jianzhi pointed out that the shoemaking industry is a typical labor intensive industry. If factories manufacture 1 million pairs of shoes every month, they need 15 thousand workers. As Asian labor costs rise, how to control production costs has also become a severe test for the world's major footwear brands and manufacturers.

Strategic partners meet shoe industry needs

Automatic production is the future opportunity for shoe industry. He believes that the footwear industry is a sub market, which is why we must advocate automation in shoe production and production. With the equipment manufacturers, the use of automation equipment can shorten the production process, reduce energy consumption and reduce manufacturing costs.

In addition, strategic partnership can help to achieve an increasingly high production standard and achieve sustainable development.

Although automation can reduce dependence on a large number of labor, shoemaking plants may still be in a harsh environment full of various chemical raw materials, but do not conform to the specifications of modern chemical plants. From the perspective of employee health, providing non-toxic and environmentally-friendly adhesives is also a very important part of first-line brand.

Many people think Taiwan. Shoemaking The industry is already a sunset industry, but Chen Jianzhi does not think so. He said that the footwear industry in Taiwan is still firmly holding the first-line brand orders. Although it is facing challenges, it is also in transition. "The implementation of optimized production processes and sustainable development is part of the shoe industry in Taiwan", which saves manpower and meets environmental requirements, and reduces energy consumption.