Who Is The Industry And The Internet?

China

association

Specialized Committee,

Specialized Committee 2016 conference and world footwear industry and Sports Industry Development Forum opens

2015 is the most difficult year for Chinese footwear industry in recent years.

Sales revenue growth continued to decline in the same period last year, although consumption is still upward, but growth is weak, exports have seen a rare negative growth, import consumption is still growing at a high speed.

2016 is a crucial period for the continuous pformation of the old and new driving forces of the footwear industry in China and the positive reshaping of the new competitive advantage.

The overall downward pressure on the footwear industry is relatively large, but the field of sports shoes has been improving for two years, especially the sports brand and sports industry cluster represented by Jinjiang.

In this context, the China Leather Association footwear Specialized Committee, shoe materials Specialized Committee 2016 and the global footwear industry and sports industry development forum were held in Jinjiang, China shoe market in from April 16th to 19th.

With the theme of "taking advantage of one area and leveraging", the conference has attracted more than 400 sports industry experts and business representatives from various parts of the country and regions such as Italy, Vietnam, South Korea and Taiwan.

Data: looking for the next outlet -- Sports Industry

In 2015, China's leather industry showed the main characteristics of slowing down, stabilizing and optimizing the structure.

Chen Zhanguang, Deputy Secretary General of the China Leather Association, pointed out that during the past five years, the index of light and heavy leather has declined year by year, indicating that the industry has slowed down.

In terms of leather and shoemaking industry chain, sales revenue and profit remained steady growth in 2015, but the overall growth rate declined, and the total export volume declined for the first time in nearly five years.

Among them, the downstream footwear industry completed sales revenue of 743 billion 780 million yuan, an increase of 7% over the same period, the growth rate dropped 1.9 percentage points.

Footwear production in the whole year is about 14 billion pairs, exports 9 billion 870 million pairs (the amount is 51 billion 120 million dollars), and the domestic market is about 3 billion 800 million pairs (total consumption is 350 billion yuan).

The export performance of footwear industry was lower than expected, the value decreased by 8.1% and 5.1% respectively, and the export of leather shoes decreased by 13% and 11.8% respectively.

Footwear industry imports continued to grow rapidly, and import volume increased by 32.4% and 20.1% respectively in 2015.

The import and export increase and decline are contrasting, and the prospects are not optimistic.

Correspondingly, there is also a downturn in domestic sales, and domestic retail is weak. The retail sales of footwear continue to slow down significantly, and the electricity supplier continues to become a new growth point of the industry.

Luo Xin, general manager of the China National Business Information Center, Beijing oto Europe, said that in 2015, the retail sales of footwear in major retail enterprises in the country showed negative growth for the first time in nearly five years, down 3.2% from the same period last year, down 5.3 percentage points from the previous year, and the offline market is not optimistic.

Meanwhile, China's online retail market continued to maintain rapid growth in 2015, with a turnover of 38773 billion yuan, an increase of 33.3% over the same period last year.

The decline in the price of products below the line did not increase significantly, and the concentration of the dominant brands declined further.

The low price mode has little effect on the line, but it is popular on the Internet. In 2015, the main trading volume of online retail B2C footwear increased rapidly. The low price of men's shoes and women's shoes increased rapidly, while the sales of basketball shoes and running shoes rising at a single price were also rising. This phenomenon, though somewhat unexpected, is also reasonable. This shows that the sports industry is becoming the next draught under the influence of national fitness as a national strategy.

According to the opinions issued by the State Council on speeding up the development of sports industry and promoting sports consumption, it is estimated that the total value of sports industry will reach 5 trillion in 2025. Will it become a new golden ten year of sports industry in the next ten years? Professor Shi Bi, academician of the Chinese Academy of engineering and Sichuan University, said that the sports industry is a sunrise industry worthy of the name. The output value of the sports industry in the United States amounts to 450 billion dollars, which accounts for 3% of the GDP in the United States.

Sports industry in Australia, Canada, Britain, France, Italy and other countries are also booming, accounting for GDP1% to 1.5%.

Compared with these countries, China's figure is less than 1%.

The huge gap also means broad room for development.

As the largest consumer market in the world, China should have a number of its own sports product brands, and cross border cooperation and collaborative innovation of the whole industry chain is an important way to achieve this goal. "From the functionalization, marketization and intellectualization of basic materials, we will promote the birth of original and leading sports product brand."

Bao Mingxiao, director of the sports and Social Sciences Research Center of the Institute of sports science of the State General Administration of sports, is also confident of China's sports industry. "Since 2008, China's sporting goods, especially footwear industry, has undergone a round of adjustment, and there has been a rapid adjustment in the past two years.

The simplest thing is that the number of people who participate in sports is increasing. The change of sports scene has brought about new changes in the industry, and there will be a great growth trend in the future.

At present, the sports industry has been incorporated into the overall strategy of adapting to the new normal economic situation and promoting pformation and upgrading. The Chinese sports industry has shown a good momentum of all-round and rapid development.

The development of sports industry in the future is huge, but to really do it, we need to return to the essence of sports: education, health and entertainment.

The plation of sports industry into English is Lifestyle Industry, which is closely related to the healthy and healthy lifestyle of citizens.

The investment opportunity of sports industry 5 trillion is in the education culture industry, big health and big entertainment. The future development path is the combination of Internet + sports +.

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Case: constant feelings and constant change of intelligence

This is a matter of fact.

Yuan Baocheng international brand center CEO Ye Dan is a clothing, shoemaking, bag and suitcase three life cross border designer, in NIKE, Baocheng, Han dresses and other famous enterprises have brilliant resume, his speech is "brand personification and personality brand", think Internet + has been caught in street fighting, clothing industry has become a draught.

At this time, for the light industry, Internet plus is certain; and for heavy industry, the Internet is also certain.

"Many companies blindly chase" Internet + "and pursue only illusory concepts. Instead, they are not aware of the core value of consumer demand.

For the Internet plus theory which is very rampant, Zhu Minjie, senior director of Anta marketing department, put forward the proposition of "user value industrial foundation", elaborated the practice path of sports industry + Internet, and emphatically interpreted Anta's craftsman's way with "Challenge100" professional function running shoes.

As a masterpiece of the 100 day challenge of 100 marathon feats by Anta, the Chinese marathon marathon runner, Zhu Zong listed a set of data to illustrate the difficulty of this product: 17 research on the neckline foam materials, 22 soles development, 84 material validation tests, 92 research and development team escort, 120 day and night meticulously polished, 500 human body actual combat tests, more than 100 processes meticulously crafted, hundreds of Chen Bin Bin actual combat evaluation, hundreds of thousands of rounds of machine testing...

Anta has the first state-level sports laboratory in the industry. It has more than 40 industrial patents every year, and the proportion of innovative products accounted for 40% of the total sales.

As far as traditional industries are concerned, there are still many markets for consumers to explore and experience.

"Where is the demand of consumers, and where is the sunrise industry"? Because of this, he only cried out: "industry does not mean old, industry is not the past, it is the future."

As a future oriented industry, the footwear industry is accelerating the introduction of automation equipment, which requires more and more key labor processes to achieve automation or even semi intelligent operation.

Lin Hongquan of the Institute of automation of the Chinese Academy of Sciences, for example, said that in 2011, Foxconn had 1 million 200 thousand people. The company then proposed that 1 million robots should be installed in the next three years. But by the end of 2014, only more than 30 thousand units had been installed.

The core ideas of industry 4 include: a network (Information Physics fusion system), two major topics {digital factory and intelligent production, three integration (horizontal integration, vertical integration and end to end integration).

Enterprises should understand machine substitutions from a broad sense. Instead of simply replacing machines with machines, they can not replace manual labor with high technology.

The competition between enterprises in the future is closely related to intelligent manufacturing. The 4 era of industry has arrived. Enterprises should make full use of the latest development achievements of computer technology, network technology, communication technology and intelligent technology, and promote industrial upgrading to a new height.

After Lin Hongquan defined MES as the key to the road to industry 4, the Italy robot automation system Limited by Share Ltd consultant Angelo Taurino, through a rich video case, intuitively demonstrated the current way of making innovative shoes for smart manufacturing.

The workshop workers in the video are not wearing masks, and seem to be unthinkable in western countries that emphasize human rights.

The explanation of Angelo Taurino is that in order to cooperate with automatic production, they use a new environment-friendly glue.

He also stressed that the purpose of mechanical substitution is not to reduce staff, but to increase rate, reduce waste, improve quality and reduce costs.

Over the past 2 years, more and more European American companies have gone to Italy to find new ways of producing sports shoes.

According to 2015 data, as the world's largest footwear producer, only 1% of China's enterprises are using automated production, while Europe and America, which produce less shoes, are using automation equipment on a large scale.

At present, the automation equipment and technology are very mature. He hopes that Chinese enterprises will be confident and actively participate in it. Even if we pfer the industry to Southeast Asia, we should use intelligence to produce more inexpensive products, not just simple replication.

Viewpoint: there is great potential for one area along the way.

The theme of this conference is "one area and one way to take the leap". Guo Zheng Jin, chairman of the footwear industry association of Taiwan, puts forward that the "one belt and one way" strategy can boost the Chinese shoemaking industry to seize overseas business opportunities and promote capital cooperation between the two sides.

The shoemaking industry, especially the three life communities of shoemaking, shoemaking and shoe materials, should use intelligence to strengthen resilience, strengthen the competitiveness of enterprises, and make use of the favorable economic platform to expand overseas markets.

The shoemaking industry should also make good use of Internet +, electricity suppliers and cross-border platforms, and sell Chinese made goods to the vast market along the way and along the line.

Zhang Shihuan, President of the Chinese branch of the Korea international cultural exchange agreement, believes that the core issue of the sports industry in China and Korea is to compete with the global sports industry in the light of what competitive advantages are.

When Nike and ADI and other global enterprises dominate sports and IT, the Korean sports industry has excellent competitive ability and international reputation, and has the conditions and possibilities to enter the global market.

He put forward three suggestions: separate the 3 main themes of operation (technology integration, capital integration, multiple supply), local based global manipulation, macro coordination and internal refinement of brand marketing, and hope that China and South Korea will work together to move towards a strong sports industry.

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Vietnam is one of the fastest growing countries along the belt. As the second largest footwear exporter after China, the footwear industry has become one of the three pillar industries of Vietnam's exports. Nike, ADI and other world famous brands have pferred their orders to Vietnam. These brands account for over 50% of the world's capacity in Vietnam, and this trend will further expand.

Hu Zhiming, President of the Chinese Chamber of Commerce in Vietnam, Miu Renlai, said: "Vietnam has a wealth of labor resources, the average labor age has a more obvious advantage, labor efficiency is also rising, Vietnam's labor cost advantage is more obvious than other countries, which let Vietnam be concerned about shoes and other labor intensive enterprises."

After Vietnam's accession to the TPP, most of the footwear industry tariffs dropped from 37.5% to 40%, and a few will drop to zero after 7 years, and export competitive advantage is obvious.

At the same time, Vietnam's footwear industry is highly polarised. Miao Ren Lai suggests that Chinese shoe enterprises should understand the local formats and needs, assemble their own footwear industry's competitive advantages, identify the location between the two, and expand their development.

In the discussion on the new opportunities of China's sports industry chain under the background of "one belt and one road", Duan Limin, vice president of China leather and footwear industry research institute, said that enterprises should understand trade rules and future trends first, pay attention to the international division of labor and the positioning of the industrial chain, and shift to the upstream of the value chain.

In addition, Qi Xiaoxia, the Secretary General of the national footwear Standardization Technical Committee and Yang Hong, deputy general manager of Vietnam Ping Xian shoe factory, also proposed suggestions for China's shoe enterprises to go out of the standard setting up, integrating into the local market and investing in business.

It is noteworthy that during the conference, the China Leather Association shoe material Specialized Committee set up the fiberboard working group and the outsole working group, and elected the chairman of the Jiangyin special board Co., Ltd., Chairman Yang Yang Zheng, and general manager of Mao Tai shoe materials Co., Ltd., Jinjiang, Ding Sien as the group leader.

The working group introduced the relevant work regulations, discussed the common problems of the industry development, put forward suggestions on the direction of the work group, and made clear the priorities for several years.

During the meeting, the participants also participated in the eighteenth China (Jinjiang) international footwear industry (Sports Industry) fair, and visited Anta and 361 factories.