Shoemaking Enterprises Have Never Retreated And Practiced The Pformation Of "Internal Strength"

In the past 10 years, the footwear industry in Wenzhou has been developing rapidly in the golden age. But behind the rapid development, Wenzhou footwear export enterprises are deeply troubled by the difficulties of increasing costs, shifting orders and increasing the unit price.

Reporters interviewed some of the 119th Canton Fair footwear export exhibitors found that in the labor intensive industries generally weak, many OEM (foundry production) and ODM (foundry business own brand) enterprises are practicing "internal strength" to find suitable for enterprise development and pformation and upgrading of the road.

Brand is a weapon for enterprises to "go out". Previously, enterprises mainly relied on price advantage in the international market competition. Shoes made of the same material were manufactured in Italy and sold in the European market. The price of each pair is 200 euros, and the shoes made in China are priced at only 70 euros ~80 euros per pair.

Miu Renzan, director of Foreign Trade Department of Kangnai Group Co., Ltd., told an International Commercial Daily reporter, "however, with the relocation of Dongguan shoe factories,

The pfer of orders, Chinese shoes gradually lose the price advantage. "

Miu Renzan believes that without the advantage of low price and low labor cost, enterprises can only rely on brand names to "go out".

Brand building requires cultural sedimentation, market precipitation and time precipitation. Meanwhile, in the process of brand building, the protection of intellectual property rights is also particularly important.

Founded in 1980, Kangnai Group Limited opened its first store in France in 2001, and now has more than 100 overseas stores.

But it's such an overseas Chinese.

In the process of independent brand building and "going out", it has gone through many frustrations.

In April 1, 2009, employees of the French company Weston reported to the gendarmerie.

"Plagiarism" its high-end leather shoes style.

The first trial decided that Kangnai was "counterfeiting".

Kangnai failed in the first instance.

The legal representative of Kangnai was sentenced to a high fine or even imprisonment.

Through unremitting appeals, the final judgment finally overturned the original judgment and returned the justice of Chinese businessmen.

The case has also become a rare "reversal victory" in such cases.

In the past 5 years, Kangnai has consulted and hired 7 lawyers. Kangnai has shut down and lost more than a million euros in economic losses.

"After this experience, enterprises are paying more attention to the protection of intellectual property rights."

Miao Ren Zan said, "in addition, adapting to local culture is also good for enterprises to" go out ".

For example, all trademarks registered in Italy will be changed to black.

According to statistics from the French Leather Industry Federation, 497 million 100 thousand pairs of shoes imported from France last year were reduced by 11 million 600 thousand pairs. Due to the increase in average prices, the total import of footwear products in France increased by 11% to 6 billion 200 million euros.

Among them, the number of footwear products imported from China decreased by 9% compared with the same period last year. The number of imported footwear products from Vietnam, Indonesia, Bangladesh and Kampuchea increased by 38%, 20%, 27% and 39% respectively over the same period last year.

The signing of the p Pacific Partnership Agreement (TPP) also has an impact on the export of China's footwear products.

Feng Yitao said that at present, the United States has imposed a 37.5% import tax on imported footwear products from China, and the import tax on imported footwear products from TPP member countries is much lower, and the possibility of abolition of import duties will not be ruled out in the future.

"The company now introduces automation equipment, which saves a lot of labor costs compared with the traditional cold bonding process."

Feng Yitao said, "but not all products can be produced by automation.

Therefore, we are seeking to control the overall cost of factories by finding factories with lower labor costs, and gradually shift factories from coastal areas to inland areas where labor force is much cheaper. "