Footwear Industry: Brand Is The Weapon For Enterprises To "Go Out".

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.

"Previously, enterprises mainly rely on price advantage in the international market competition. Shoes made of the same material are 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 and the pfer of orders for footwear products, Chinese shoes gradually lose their price advantage."

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

But it is such an overseas Chinese shoe making enterprise that has gone through many frustrations in its own brand building and "going out" process.

In April 1, 2009, employees of the French Weston company reported to the gendarmerie that Kangnai was "plagiarizing" its high-end leather shoes.

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 experiencing this matter, enterprises pay more attention to"

Protection. "

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.

Feng Yitao, director of the fifteen business of Zhejiang native produce native animal import and Export Group Co., Ltd., in an interview with an international business reporter, said that the cost of raw materials is stable at this stage, and the impact of exchange rate fluctuations on enterprises is weakening.

Order shifting is the main challenge facing enterprises.

Miu Renzan said that at present, the state has greater support for the real economy. Timely export tax rebates can help enterprises to run their capital into a virtuous circle. A good policy environment and market environment help enterprises "go out".

While practicing "internal strength", enterprises are also sticking to their own brand building.

In Feng Yitao's opinion, the construction of independent brand is a relatively long process, which needs more accumulation and precipitation.

According to the French Leather Industry Federation, France last year

497 million 100 thousand pairs of products, a decrease of 11 million 600 thousand pairs, due to the average price increase, 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 affects our footwear products.

Have certain effect.

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. "