Along The Way: China'S Footwear Industry'S Innovation And Development Road, But Can No Longer Wear Old Shoes To Take A New Road.

"One belt and one road" brings new opportunities to intelligent manufacturing shoe enterprises.

The opportunity of globalization brought about by "one belt and one road" is not only a good opportunity for Chinese enterprises to develop the market, but also a good opportunity to help Chinese enterprises pform and upgrade, especially in the hope of becoming a catalyst for Chinese footwear enterprises to accelerate the pformation and upgrading of intelligent manufacturing.

Fujian Ren He Xing Technology Development Co., Ltd. is such a leading shoe manufacturer that is closely following the strategy of the times.

It is a new technology enterprise integrating R & D, design, production and sales, with intelligent manufacturing, customization and cloud service capabilities.

It is one of the demonstration enterprises of footwear manufacturing in Quanzhou and the first pilot project of "made in China 2025" in Fujian.

It is also the world's first cloud factory for customized manufacturing of intelligent manufacturing shoes.

The company has invested in the construction of the footwear industry's "Internet of things + intelligent manufacturing base" and "personalized wearable equipment customization platform" project. It plans to build 25 intelligent manufacturing production lines for shoes, with a total investment budget of RMB 2 billion yuan, and has completed the purchase and production of the first 5 production lines.

The company is one of the footwear manufacturing intelligent demonstration enterprises in Quanzhou and the first pilot project of "made in China 2025" in Fujian. The project has been included in the "key project library of intelligent manufacturing comprehensive standardization and new mode application" of Ministry of industry and information technology.

More than 60 countries and regions along the "one belt and one road" across Asia, Africa and Europe are pregnant with a vast market.

The market of different regions is bound to have diversified demand structure and product standards, and the manufacturing demand of differentiation and customization is inevitable.

In order to meet these needs and meet the changing demand and supply dynamics, blindly increasing demand side investment and increasing production capacity can not solve the problem effectively.

The use of intelligent manufacturing technology and systems in pursuit of a more flexible production mode will help to cope with this challenge.

The intelligent manufacturing project of shoes industry invested by the company has been realized, from the front end C2F exclusive customization platform ("APP") to the cloud factory CPS system and then to the RFID logistics express system seamless link.

Front end and back end, hardware and software are coordinated, digitized, intelligentized and flexible.

Based on intelligent manufacturing, flexible production and personalized customization platform, the company has developed several cloud service systems, such as rescue cloud, family cloud, campus cloud, pension cloud and children's cloud, to extend the product to service.

At the same time, it created a brand-new business model of shoe making industry -- everyone sells.

Everyone sells so that each participant can design shoes individually to achieve the designer's dream. At the same time, his own works can be pformed into products through intelligent manufacturing and flexible production of his own business, and he can be sold as an entrepreneur.

Everyone selling business model is highly consistent with the policy orientation of "public entrepreneurship and innovation".

At present, the development of China's footwear industry is in a critical period of continuous pformation of new and old power and positive reshaping of new competitive advantages.

Plug in the wings of intelligent manufacturing, and take advantage of the way, the Chinese shoe industry can take off again.

As a pathfinder and forerunner, our company is committed to upgrading the traditional footwear industry by intelligent manufacturing, and is committed to changing the traditional footwear industry's labor-intensive and large-scale production and marketing mode.

President Xi Jinping once pointed out that "a country can be confident and open when it is strong and powerful, while opening up promotes the prosperity of a country".

It is precisely for this purpose that we encourage ourselves, constantly consolidate the construction of intelligent manufacturing, customization and cloud services, and embrace the "one belt and one road" with confidence, and strive for the growth and prosperity of enterprises.

China is the world's largest footwear producer, and its aim is to make shoes made in China better to the world, so that people from all over the world can share the fruits of China's intellectual development.

Wang Zhentao

The Standing Committee of Zhejiang provincial CPPCC, vice chairman of Wenzhou CPPCC, vice chairman of Zhejiang Federation of industry and commerce, chairman of Wenzhou Federation of industry and Commerce (General Manager)

Vice president of the Chinese Department Store Association, vice chairman of China Leather Association, chairman of AOKANG Klc Holdings Ltd and chairman of Zhejiang AOKANG shoe Limited by Share Ltd.

"In September 2013 and October, President Xi proposed to build the" Silk Road Economic Belt "and" the maritime Silk Road in twenty-first Century "during the visit to Central Asian and Southeast Asian countries.

In the past nineteen major reports, President Xi once again proposed that we should focus on the "one belt and one road" initiative and form an open pattern of linkage between the mainland and the outside and the East and the West.

Wang Zhentao, chairman of AOKANG Klc Holdings Ltd, is a representative of Wen Shang, and also an entrepreneur in Wenzhou earlier. He has a deeper understanding of the internationalization of enterprises.

The proposal of the national "one belt and one way" initiative has given Wang Zhentao more confidence in the internationalization of enterprises.

"At present, it is the best period for private enterprises to develop with the help of" one belt and one road ".

Because the "one belt and one way" initiative will be the direction of China's external development in the next 30 years.

The implementation of "one belt and one road" has provided us with an international strategic opportunity for AOKANG.

AOKANG is browsing AOKANG's "internationalization" process these years.

In 2000, AOKANG products began to export to Europe, the United States and Southeast Asia.

In 2003, AOKANG entered into strategic cooperation with Italy's first brand GEOX.

In early 2006, AOKANG launched a joint defense against EU anti-dumping, which lasted six years.

In May 2010, AOKANG wholly-owned the first brand of Italy shoe industry Wanli Wei in the Greater China brand ownership;

In 2015, the strategic stake in the cross-border electricity supplier of the United States shares listed companies gathered in Lanting Pavilion, United States Skech;

In 2017, alliance Belgian shoe and clothing giant Cortina and India famous outdoor brand Woodland, strategic cooperation world sporting goods retail giant should move sports.

...

It is not difficult to find that in the ten years of internationalization of AOKANG, its pace and route coincide with the current "one belt and one road" initiative.

And entering the second world ten years of the 21 world, AOKANG has responded positively to the "one belt and one road" initiative, accelerating AOKANG's internationalization process. It not only has "going out" to enter the global market, but also has "imported" to optimize itself by borrowing from overseas forces.

In the friction and collision, AOKANG hone its internal strength and extends its territory to the "internationalization of AOKANG" on the international stage of China's private enterprises.

United Skech enters the sports blue ocean

In August 8, 2015, AOKANG celebrated its 27 birthday.

On the same day, AOKANG reached a strategic cooperation with Cage, the first fashion sport brand in the United States, and held a signing ceremony for cooperation in Wenzhou.

The move marks AOKANG's main business in leather shoes.

In the future, AOKANG will take advantage of its channel advantages and join hands with Skech to build up a multi brand and all category "shoe industry kingdom".

Skech (SKECHERS), from the southern California, has developed more than more than 3000 shoes in recent years. Hundreds of millions of pairs of shoes have been sold in more than 160 countries and regions in the world, and the second largest footwear brand in the US market after Nike.

Through this strategic cooperation, AOKANG has obtained the right to expand the franchise and the right to use the logo such as "Cage" (SKECHERS) in the authorized area of mainland China, and set up an independent operation team, from the marketing, brand promotion, customer maintenance, channel development and many other dimensions, to quickly and accurately grasp the ever-changing product demands of consumers, effectively strengthen Cage's Chinese business capability, and deepen the Chinese market.

"AOKANG has been committed to the research, production and sales of footwear, such as business dress shoes, fashion shoes, outdoor shoes and boutique women's shoes for many years, but sportswear plates are rarely involved. Choosing to cooperate with Skech is what makes up this short board, and then helps AOKANG to create a full range of footwear industry systems."

For holding the United States "small partners", Wang Zhentao firmly believes: "if we invest in the global cross-border electricity supplier Lanting Pavilion is going to go out", then the strategic cooperation with Skech is the "Introduction", through the use of this "going out and imported" dual strategy, not only conducive to enhancing the overall competitiveness of the company, but also in line with the company's long-term strategic development needs.

"Go global" alliance India and Belgium partners

While competing with overseas brands to compete in the domestic market, AOKANG will not forget to sail to the international market.

In February 3, 2017, AOKANG released the strategic plan for "globalization", and formally signed strategic cooperation agreements with Belgian shoe and clothing giant Cortina and India's well-known outdoor brand Woodland to explore new trends in the development of the global footwear industry.

Statistics show that Cortina and Woodland are both international giants in the footwear industry.

Cortina group was founded in 1950 and is headquartered in Belgium. It is one of the largest and most organized footwear companies in Europe, serving more than 70 countries.

Woodland is one of the leading brands of outdoor clothing and footwear in India. Its products are exported to North America, Scandinavia and Russia. It has over 600 exclusive retail chains worldwide.

According to the agreement, AOKANG owns the rights of Cortina group and all its brands in mainland China's market, channel development and product sales, and provides purchasing planning for Cortina, including brand positioning, development direction, category planning, quantity, price standards, time points and other services and requirements; after receiving the purchase planning, Cortina has to set up a professional and exclusive team to make design plans, and design and develop products through mutual consent.

AOKANG's cooperation with Woodland is a two-way approach. The two sides achieve brand sharing and channel sharing, and agree that both sides become the exclusive distributors of their products to launch marketing channels. They jointly sell the products of the other two companies by selling traditional multi brand retail stores, exclusive stores and online e-commerce channels.

"AOKANG +Cortina" will make our business strategy great. AOKANG +Woodland will further our channel strategy.

We also hope to open up the international market through strategic cooperation with foreign partners, so that AOKANG can expand its existing business scope and channel extension, and meet the long-term planning and development needs of the company.

In Wang Zhentao's view, in the next few years, AOKANG will have more opportunities to show the world its unique AOKANG footwork and step by step to win the world famous brand.

While entering the India market, in 2017, AOKANG International Pavilion also entered the Kuwail Avenues Mall, the most prosperous business district in Kuwait, and began to enter the Middle East market. At the same time, it continued to plough deep into Vietnam and other Southeast Asian markets.

Cooperation INTERSPORT to create multi brand and whole category "shoe industry kingdom"

In April 26, 2017, AOKANG international strategic cooperation, INTERSPORT, said that if Cage was only a small test knife for AOKANG in the sports sector, then AOKANG's strategic cooperation with the world sporting goods retail giant INTERSPORT in April 26th this year was the all-out strike of AOKANG in the sports sector, reflecting the determination of AOKANG to build a multi brand and whole category "shoe industry kingdom", and also an important measure for the continued internationalization of AOKANG.

Statistics show that INTERSPORT has been established in Switzerland since 1968. After half a century of development, it has more than 5500 subsidiary shops in 44 countries. The agency brand covers many world-class brands such as ADI, Nike, Arthur, Puma and so on, with an annual turnover exceeding 11 billion 400 million euros.

At present, it has developed into the world's largest sports goods / multi brand sports retail management agency, and occupies the leading position in the global sporting goods retail market.

"Choosing to cooperate with INTERSPORT is because we are concerned about the fact that in recent years, under the overall poor performance of China's footwear industry, the fashion sports sector is still thriving, and the market demand is rising steadily. This is closely related to the current trend of consumers in pursuit of fashion and the concept of fitness for all sports, and the overall market warming trend of sports industry is obvious."

For this strategic cooperation, AOKANG international chairman Wang Zhentao spoke bluntly. "In October 2015, the State Council clearly pointed out that the national fitness program should be upgraded to the national strategy, and the sports industry should be supported by the green industry and sunrise industry. By 2025, the total scale of the sports industry will exceed 5 trillion yuan.

However, compared with the developed countries such as the United States, China's sports industry still has enormous room for development.

Therefore, whether by the east wind of industrial policy or the upsurge of nationwide fitness campaign, the future market prospect of Chinese sports can be seen.

Set up Shanghai operation center and build "one belt and one road" bridgehead.

In April 26, 2017, AOKANG announced the operation of the East China operations center in Jinshan, Shanghai.

"Shanghai is the leader of China's economic development. It is one of the windows of China's docking to the world. It collects high-end global brands and has the most consumptive population.

The East China logistics operation center will land in Shanghai. It will serve as the bridgehead of AOKANG internationalization, connect with international peers and grasp the trend of international industry. At the same time, the East China intelligent operation center is our international partner business division, such as INTERSPORT, and the division of Cage business will be here.

In addition, according to our strategic plan, the East China intelligent operation center will be our export base, and the export products will go to sea through this center, and become the springboard for AOKANG to accelerate the pace of external development and realize the international AOKANG.

At the opening ceremony of the day, Wang Zhentao said in an interview with reporters, "at present, the national" one belt and one way "initiative has been warmly responded, and is steadily advancing. This is China's new round of reform and opening up. Its ultimate goal is to link the Chinese market and technology to the global market and create a common destiny community and interest community.

The construction of Shanghai East China logistics operation center has opened up space for AOKANG's future development and created a new development pattern of "one body and two wings", which is more beneficial for AOKANG to follow the "one belt and one way" initiative and deepen the international market.

At the same time, Wang Zhentao also firmly believes that "internationalization is the inevitable requirement of AOKANG's strategy of" doing well 135, achieving two doubling ".

Wenzhou is the base of Hong Kang, and Shanghai is the bridgehead of AOKANG. AOKANG will adhere to the strategy of "bringing in and going out", comprehensively planning and all-round international strategy, and taking a more proactive stance towards the world.

While looking at "one hit and one road", Wang Zhentao also put forward his own views on the participation of private enterprises in "one belt and one road".

"The belt and road" has undoubtedly created "draught" for private enterprises, but challenges always exist.

In the process of building the "one belt and one road" construction, private enterprises must have a sense of risk, do well in internal strength, focus on talent and technology reserves, base their own unique advantages and conditional endowments, take their core businesses as the axis, and explore and earn the bonus of "one belt and one road" in the light of the principle of complementary advantages and cooperative pportation.

"With regard to the" one belt and one road initiative ", AOKANG, as a private shoe manufacturer, has an unshirkable historical mission. We will do our best to play the role of the people." AOKANG chairman Wang Zhentao firmly stated that AOKANG, as a representative of the footwear industry in China, will continue to resonate with the motherland on the road to shoulder the national mission and shape the Chinese brand, and dialogue with the world with absolute confidence.

The perfect industrial chain produces agglomeration effect.

Liang Richang, a member of the municipal CPPCC Committee, has worked hard for more than 20 years to make shoes industry. He said that the improvement of the industrial chain is the unique advantage of Dongguan's manufacturing industry.

At present, there are more than 1300 enterprises engaged in shoemaking production in Dongguan, and more than 3000 trading companies are engaged in orders.

Driven by the industry, the specialized shoe material market is highly concentrated. The shoe machine industry in Dongguan has already had the aggregate effect and has been in the forefront of the whole country. At present, there are nearly 400 manufacturers of shoe machines in Houjie Town, and shoe machine sales account for 50% of the whole province.

Dongguan municipal CPPCC member Liang Richang: "our production capacity is relatively strong, our development ability is relatively strong, so far, I see many American European companies, no place to go, first came to Dongguan, the sample is playing in Dongguan, we have more convenient pportation, several matching is very favorable for us, especially in the future there are light rail, I believe that in the development of the whole country, Dongguan can still stand in the front position."

Liang Richang pointed out that the current "one belt and one way" is not only an important strategy for China to build a new pattern of all-round opening up in the new era, but also provides an excellent opportunity for the Dongguan footwear industry to "go out" and expand the new space for economic development. In the future, the labor-intensive processing industry will gradually lose its competitive edge, so we must "go out" and enterprises should do branding, marketing and development.

Liang Richang, a member of the CPPCC National Committee, said: "the state has given a direction of development in this period. I think it is also a guiding ideology for many entrepreneurs. But really going out still needs everyone to go to where they are based on their own conditions and which place is suitable for their products. This is also important. In this world, we put our energy into our shoes making. We keep the R & D part in Dongguan and continue to do our business. In the future, the shoe industry still has great room for development."

Help manufacturers to clear up the barriers to "going out"

According to the introduction, "one belt and one road" involves more than 60 core countries, spanning three continents of Asia, Europe and Africa.

If the peripheral radiation countries are included, the "one belt and one way" will involve more than 100 countries.

In the face of new opportunities and challenges, Dongguan is actively building a bonded logistics center and building an import and export distribution base. By providing integrated supply chain services including global shipping services, customs declarations, import and export agents, distribution and supply chain finance, the overall logistics cost of Dongguan enterprises can be reduced, and manufacturing enterprises can be reduced and cleaned up.

With the active promotion of "one belt and one road", many foreign trade enterprises in our city seize opportunities and actively expand their foreign trade markets and fields.

The reporter learned from the Taizhou customs that since this year, the export shoe enterprises in our city have delivered a gratifying answer.

According to Taizhou customs statistics, 1-4 months, our export shoes were 2 billion 170 million yuan, an increase of over 10%, reaching 10.5%.

"This year, the export market of footwear in our city has changed, and export growth has fluctuated greatly."

Taizhou customs staff said that Africa exported 630 million yuan to the first export market, although it still accounted for 29% of the total exports of footwear, but its exports decreased by 7.64%. The EU's export to the second largest market was 380 million yuan, an increase of more than 20%, reaching 21.2%.

According to the briefing, thanks to the promotion of the "one belt and one way" strategy, the first four months of this year, our city exported 700 million yuan of footwear to the countries along the belt, a significant increase of 22%, accounting for 32.3% of the city's total footwear exports, and about 150 million yuan for Japan and Russia, with an increase of 44.3% and 80.7% respectively.

Faced with this export news, many shoe companies are still worried.

"This year, recruitment difficulties are particularly serious, the rate of return of old employees is getting lower and higher, and the number of middle and senior talents is continuously losing."

The person in charge of Taizhou Zhonghe Shoes Co., Ltd. expressed his doubts.

In addition, with the promotion of the "three changes and one demolition" and the "five water co governance" work, some family workshops have been shut down, and the supply chain of the shoe industry has been affected.

Take Taizhou Zhonghe shoes industry Co., Ltd. as an example, the parts purchased locally need to be purchased in Guangzhou and Dongguan, and the upper ones need to be commissioned by Anhui enterprises to increase production costs.

The reporter understands, from the industry as a whole, the market structure of the low, small and scattered industry of footwear industry is still unchanged. The staff of the Wenling footwear industry association said, "only more than 200 of the more than 5000 footwear enterprises in Wenling have output value of more than 20 million yuan, and only 30 of the output value is over 100 million yuan."

At the same time, small and medium-sized shoe enterprises generally do not have R & D innovation capability, products are mainly imitation, and are easy to breed price competition and shoddy competition.

To this end, the customs recommends that the city should actively guide small and medium-sized shoe enterprises to strengthen their sense of responsibility for quality, establish the concept of "quality first", establish a multi-channel quality control system jointly participated by industry associations, government departments and third party inspection bodies, further introduce and implement policies for helping small and medium-sized enterprises, effectively help small and medium-sized shoe enterprises to accelerate the pace of development, attach importance to quality brands, advocate design innovation, improve production technology, and effectively promote the pformation and upgrading of shoemaking industry.

In recent years, China's footwear industry has developed rapidly, and has become the largest footwear producing and exporting country in the world.

However, due to the rising labor costs, trade protectionism and homogenization competition, China's footwear industry has also faced unprecedented challenges.

Where is the development path of shoemaking industry? Can the construction of "one belt and one road" bring new vitality to enterprises?

Better exports

According to statistics from the General Administration of Customs of China, the export volume of footwear products in China in May this year amounted to 420 thousand tons, with an export volume of 29 billion 771 million 410 thousand yuan.

1~5 months this year, the total export volume of footwear in China was 1 million 770 thousand tons, an increase of 10% over the same period last year, and the total export volume was 133 billion 412 million 930 thousand yuan, an increase of 14.2% over the same period last year.

The promotion of "one belt and one road" construction and the favorable international trade situation in the first half of the year provided stable export orders for footwear enterprises.

Jindi Group Co., Ltd. is a research and development, production, sale and service of footwear enterprises, products are mainly exported to Europe, the United States and other more than 30 countries and regions.

Zhu Jianfeng, general manager of Jindi group, said that because the order of large customers is relatively stable, the annual order has increased slightly.

At present, the export volume of enterprises 1~5 months increased by 18% over the same period last year.

Li Fei, deputy general manager of Cmi Holdings Ltd of Jiangsu Hui Hong International Group, also told the International Commercial Daily reporter that the export situation of enterprises this year is similar to the trend of big data in the industry. The export volume of 1~5 has increased by about 14%.

The Hong Kong Zhong Ding company is an import and export trade enterprise. Its business involves shoes, textile and clothing, toys, bags, machinery and electronics, sports and general merchandise, etc.

In addition, enterprises are also actively developing new export fields such as medicine, ships, tools, pesticides, chemical industry and so on.

For the reasons for the growth of exports, Li Fei pointed out that, first of all, the international market has recovered this year. The main reason is that the overall performance of the US economy is good.

Secondly, the state continues to push forward the supply side reform, coupled with the increasingly stringent requirements of environmental protection, and eliminated some small factories, which guarantees the quality of factory orders to a certain extent.

Deepening of industrial cooperation

Influenced by factors such as rising labor costs, rising raw material prices and exchange rate fluctuations, some clothing, textile, footwear and other labor-intensive production plants have been pferred to Southeast Asia and other regions.

The construction of "one belt and one road" provides win-win opportunities for Chinese enterprises and the countries along the line.

When it comes to whether enterprises have plans to pfer to the countries along the "one belt" road, Zhu Jian Feng said frankly, "one belt along the way" has provided an industrial pfer path for enterprises, and the business opportunities of the countries along the border are unlimited.

Jindi group has been concerned about the construction of "one belt and one road", and has also visited the countries of South Asia and Southeast Asia in Bangladesh, Kampuchea, Vietnam and Burma.

The choice is two-way. The construction of "one belt and one road" will not only bring more convenience to the development of foreign trade of our enterprises, but also will take the initiative to "embrace" us for the purpose of increasing employment rate, developing related industries, introducing management experience, and considering investment and investment needs.

The tariff preferences of Southeast Asian countries along the "one belt and one road" have made footwear enterprises "eager to try".

"GSP tariffs in Southeast Asian countries have great advantages.

For example, China's footwear products are exported to the European Union to collect 15%~19% tariffs, while the same products exported from Kampuchea and Burma to the EU can enjoy zero tariffs, and the gap is very large.

Zhu Jian Feng hopes that the government can increase support for export enterprises, increase tax rebate concessions, reduce enterprise pressure and enhance enterprise competitiveness.

The Hong Kong Zhong Ding company is also actively exploring the market along the "one belt" along the way, and is considering developing into the underdeveloped areas or the markets which are not much concerned, such as India, Bangladesh, Burma and other countries in South Asia, Southeast Asia or central and Eastern Europe.

Li Fei said that enterprises will make timely changes in accordance with the "one belt and one road" construction and development. First of all, they will consider setting up factories in the countries along the border. Secondly, the flow of tourists will also make the industrial chain of the enterprises pfer passively. Thirdly, the former enterprises will mainly export products, and later they will also consider making some spare parts, materials, or related machinery and equipment and technology exports.

Li Fei appealed to export-oriented enterprises to pay for processing fees and production factors for foreign factories or offices, hoping that the state could consider the foreign exchange policy and give enterprises more convenience.