China'S Footwear Industry Has Entered A Period Of Deep Adjustment: New Retailing And Technology Take-Off.

At present, China's footwear industry has entered a period of deep adjustment. The main economic indicators of the industry have slowed down to a low level in recent years, and exports are even falling two.

At the same time, leading enterprises are deeply aware of the trend of the times, constantly innovating and changing, the overall structure is optimized, and the new competitive advantage is being reshaped.

In view of this, the China Leather Association shoe Specialized Committee and shoe material Specialized Committee will take the theme of "retail mode and industrial chain innovation" in 2017. Around the shoe industry retail innovation and the corresponding industrial chain innovation, we invite more than 20 senior experts and well-known industry leaders at home and abroad. In the form of keynote speeches, group interaction and on-site exchanges, we will further explore the new development kinetic energy of the industry, attracting nearly 400 participants from the whole industry chain of footwear industry.

This session is sponsored by China Leather Association, and China Leather Association Shoes / shoe materials Specialized Committee and New World Plaza.

Li Yuzhong, chairman of China Leather Association, Secretary General of the International Footwear Association (CIFA), Kong Fanxun, chairman of shoe Specialized Committee, Song Xiaowu, shoe material Specialized Committee chairman Liu Suilong, respectively, delivered speeches to congratulate the meeting.

Wan Xianghua, vice president of Millennium International Holdings Limited, presided over the meeting. Nie Yumei, Deputy Secretary General of China Leather Association, made a concluding speech.

Industry upgrading + future consumption

Lu Hua's speech, director of the China Leather Association footwear industry / shoes material Committee, put forth the three major issues of concern to the industry: the status quo of footwear industry, facing difficulties and possible paths.

In 2016, China's footwear output was about 13 billion 100 million pairs, and the growth rate continued to decline.

The domestic market consumption is about 3 billion 900 million pairs, with a total consumption of 396 billion yuan.

Footwear consumption growth into the downward cycle, especially the leather shoe industry continued to slump has not bottomed out.

Exports of 9 billion 290 million pairs, the amount of $44 billion 890 million, for two consecutive years of negative growth; at the same time, imports continued for many years, the trend of rapid growth, the number of 110 million pairs, the value of $2 billion 740 million, the contradiction between demand and supply is further highlighted.

When China's shoes industry fails to solve the original contradictions, it will face multiple challenges such as the unilateral increase of factor cost, the change of labor supply structure, the continuous increase of international competition pressure, the rapid change of consumption trend, and the impact of new economy on industry.

For the shoe industry's innovative outlet, road director gives the following possibilities: digital / automated manufacturing / intelligent manufacturing, green manufacturing, cluster manufacturing, service manufacturing, new materials, new technology, new technology, new products, new retail...

The ultimate direction of all this is the structural improvement of the supply side.

As for the upgrading of shoemaking industry, as Qiao Hong's head of slippers only 50 years ago, and Guo Zhengjin, chairman of the Taiwan Footwear Association, it has its own special consideration.

As far as Qiao Hung's business is concerned, the successful concept of shoe factories lies in doing well, not in the big way, but in the leap from OEM to ODM to OBM, and gradually adjusting the production process, semi automation and automation with the trend of the 4 industry.

With regard to Taiwan funded footwear enterprises in Dongguan, its strength is in OEM OEM. Its advantages are in credit and quality. The Taiwanese shoe factory produces 65% of the finished shoes in OEM from all over the world. In order to ensure the status of the footwear export Kingdom, Taiwan funded footwear enterprises can solve the shortage of labor and reduce labor costs on the one hand through machine replacement, on the other hand, they will also pfer industries to foreign customers.

In terms of the footwear industry, we need to understand the essence and rules of the footwear industry, grasp the trend of fashion, lead the future, cultivate the craftsmen of the shoe industry, integrate the cloud big data resources, and finally win the recognition of consumers, win the market and win the future.

As for Mr. Guo Zhengjin's assertion that "consumers get the world", WGSN general manager Zhang Wei deeply agrees with her. In her "future consumer" speech, she reminds us that you really understand the consumers you need to face, not to mention the distant future, or even the consumers in the next three years. It is not easy for an enterprise to recognize the future consumers and define them accurately, because the target objects have multiple roles but hide in the grand background of the disappearance of the boundary.

In the era of ZB (one hundred thousand billion gigabytes), the volume of information is huge and changing. The competition for consumers' attention has entered into the white hot stage of seconds. Interest, emotion, social networking, visual language, etc.

These are factors that must be taken into consideration in attracting consumers to do marketing.

But all marketing can not deviate from the criterion is loyalty marketing.

In the post truth era, consumers will evolve into expert consumers in the future, which is very important for enterprise marketing design.

Enterprise exploration + platform services

Shoe king

Recently, Song Xiaowu, senior vice president of BELLE international, responded that one of the reasons for the decline of the group's performance was the impact of the Internet, and the deeper reason was the change of consumers.

In the department stores, Shopping mall, electricity supplier three battlefield, although department stores sales and profits decline in two directions, but still occupy 8 of the group's sales share.

Speaking of the future, precision and convenience will be the direction of future retail pformation. It is centered on user experience, consumers design their own products, manufacturers will complete production and distribution, and the product comes to the home mode instead of the past store mode. Commodity centric retail formats will be lost.

In other words, the future retail will be the new retail format that divides the service.

For example, he said, when a pair of shoes sold for 500, 800 or 1000, the entrepreneur asked himself if you were a consumer, would you buy it? Because only products with value for money can be favored by consumers.

Cost performance, which is also regarded by Ao Kang as the criterion of occupying the market, its practice path is that the civilian price is supplemented by the quality product quality and experience.

Of course, consumers are moving online and offline. Besides searching for super cost performance, they are still looking for a better consumption experience.

Consumers' demand for shoes for channels has been increasing. Enterprises need to cover all channels so that they can contact consumers in an all-round way and enhance their experience.

Wang Jinquan, AOKANG's international director and President, said AOKANG is building a footwear collection store to create a more decent, cost-effective, and more convenient consumption experience.

Chinese brand electric business is in the mixed mode stage, and the same price sharing mode that is gradually opened to the online and offline businesses is the way out, but the brand that implements this mode needs strong brand power and price control power under the line.

"Footwear collection shop is the key to strategic success. On the contrary, failure to create distinctive themes is easy to be eliminated by consumers".

In the future, AOKANG's vision is to open up the whole channel, let members participate in marketing, share with consumers the past 30 years of growth, and open up the dream of the next 30 years.

Out of the analysis of consumers, Jingdong has attached the following labels to its audience: white-collar workers, rationality and quality.

We are committed to building China's largest middle class consumer platform.

Zhang Boce, director of Jingdong footwear category, said: since the establishment of Jingdong footwear category in 2011, there are nearly 8000 merchants.

The compound annual growth rate exceeds 100%, and the scale exceeds 10 billion.

Jingdong has launched the stage assistant for shoes and footwear purposes. It has the system function of filling foot data, maintaining shoe data and matching system recommended by customers.

The two stage assistant is expected to be more intelligent at the end of the year. After the customer gets the foot data accurately through photographing, the professional organization will collect and analyze the shoe type data, and finally recommend the best product by the system matching.

Jingdong has entered into strategic cooperation with China Leather Association to jointly select high-quality merchants and high quality leather products for consumers, enhance consumer experience through "dermarking" marking, and create a comfortable consumption environment to promote product quality maintenance and upgrading in leather industry.

except

Docking, the creation of offline platforms is also indispensable, and the hot words terminology in the open, closed, ecological and other technological circles is mentioned repeatedly in Chen Qixian, general advisor of the new world group project.

We are not short of technology and lack of technology system. Therefore, integrating the whole industrial chain and reconstructing the ecosystem of shoe making industry has become the proper meaning of the project.

The reconstruction of the footwear industry ecosystem is mainly realized by five key technical links in the footwear industry chain: five platforms, namely, the public service platform for industrial and technological innovation, the exhibition platform for new materials, the intelligent manufacturing service platform for footwear, the fashion publishing platform for footwear brands, the Internet plus industrial service platform, and so on. The resources of five key elements of the venues, science and technology, finance, management and talents are optimized and optimized. The key elements of the whole industry chain are vertically integrated.

The five links link from inside to outside, and form a closed loop mode. It will promote the information circulation internally, win the business opportunities together, and externally condense the industrial strength and enhance the traditional kinetic energy.

The New World Plaza is located in the shoe industry chain service complex, that is, the upgraded version of the professional market.

In leading the professional market (shop) service upgrading, the China Leather Association has carried out a series of work on the basis of standards and grade recognition.

Ma Ruihua, director of the market and Exhibition Department of China Leather Association, said that at present, there are 10 professional star market, five star professional market, 2 star market and 2 professional market.

The enterprise credit evaluation work improves the enterprise credit brand through the enterprise self certification, the third party certification, the association card and other links.

This requires enterprises not only to establish correct credit values, but also to have enough competitiveness to protect enterprises' trustworthiness and performance. Therefore, we need to comprehensively enhance the financial management and control ability, risk management ability, management and management ability and market competitiveness of enterprises.

Foot data + technological innovation

The upgrading of shoes will take ten years. After EVA, LR and POE, who will be the protagonist of the next ten years? Will it be ETPU (which is commonly known as popcorn in the industry)? What will be the new technology of shoes in the future? Around these topics, Yao Jianan, Vibram R & D Manager, Li Yucai, general manager of Xin Huarun Polytron Technologies Inc of Dezhou, Zhu Zisong, technical service and sales manager of BASF special products (China) Co., Ltd., Jin Yanli, manager of Limited by Share Ltd market development of Wanhua chemical group, and Huang Jie, director of quality and social responsibility management center of Lining (China) Sporting Goods Co., Ltd., respectively, have expressed their views.

Shoes are not only good, but also good-looking. This puts forward multiple requirements for the lightweight, skid resistance, mass production technology and cost control of shoes.

At the same time, the front-end design of shoe enterprises is more urgent to communicate with the technological research and development of shoe materials. It is necessary to strengthen exchanges and cooperation between the upstream and downstream industries chain, and promote the perfect integration of technology and design.

about

Measurement, analysis and research is an endless work. It needs the industry to focus on the actual needs and potential needs of the market, and continue to carry out research on Transformation of achievements and independent innovation.

Zhu Hui, director of research and development of Guangzhou Tian Zhuang fashion shoe Limited by Share Ltd, introduced the research and application of "foot measurement" project. It pointed out that 6 days after the creation of the "foot shape measurement" project, 36100 samples were collected in eight cities. Through data analysis, the results of a series of achievements were completed: the standardization of shoe last results, to speed up the development of shoe last, reduce the repeated trial production, and reduce the development cost; the use of shoes is divided into "type", which is used to guide the production of shoes enterprises, and has been promoted in the market; and the long-term goal of this research is to establish an evaluation system for footwear comfort and create an intelligent shoe selection system.

With the in-depth exploration of foot data, the industry's awareness of its difficulty is increasing.

Chen Guoxue, chairman of Shanghai Guoxue shoe last Design Co., Ltd., Dai Yi, founder and chairman of Yun Zhi data, Zhang Hui, general manager of Jiangsu only advanced manufacturing technology Co., Ltd., and Wu Zhilong, chairman of Shenzhen DERO Technology Co., Ltd., have discussed from different levels. We have focused on each other and have reached a consensus: this work will benefit the industry. It is necessary for the industry to make extensive use of all resources and cooperate with each other and seek common development.

Chen Renyu, general manager of de Ma Ma Mechanical Engineering Co., Ltd., introduced automation, cold pad bottom molding, direct injection molding technology, 3D printing technology and other advanced technologies. Compared with traditional manufacturing, new technology has advantages of saving people, efficiency, accuracy and flexibility. Although there is a high cost limit, there are bright prospects in the future.

In addition, Wu Jianxin, director of quality control center of Zhejiang Red Dragonfly Footwear Limited by Share Ltd, Sergio Dulio of Italy ATOM company, Sergio, Que Xiaohong, chairman and general manager of Hei Jingang (Automation) Technology Co., Ltd., Wan Tat International Industrial Co., Ltd., executive director Fang Qin min, etc., are divided into the topic of automation.

Although automation will be the future direction of shoe industry development, the distance between dream and reality is quite long. Especially when the industry develops and adjusts, the rapid recovery of investment, training of related personnel, and establishment of monitoring system are very important.

These are the problems to be solved in the promotion of shoe industry automation.

Apart from the keynote speech and thematic discussion of the conference, the fiberboard working group and the foot big data working group meeting were held on the day before the annual meeting, and the status and problems of the two sub sectors were thoroughly discussed.

During the annual meeting, the Jingdong mall and the Jingdong mall were located in the dock, and the integrated channels of online channels and online lines were expanded.

On the next day of the annual meeting, delegates attended the Guangzhou Ya Chi shoe industry, the new world shoe material and leather hardware market and the New World Bank shoe Plaza.

For more information, please pay attention to the world clothing shoes and hats and Internet cafes.