China'S Footwear Industry Will Usher In The Era Of "Anti OEM".

Chairman of global intelligent manufacturing organization

In Bole's mobile phone, pictures of many fashionable shoes, such as fish shapes, are collected. The Swiss who grew up in Italy have been influenced by the footwear industry of Italy.

Italy is the world's traditional shoe making and exporting country. Its finished shoes are leading the world trend in selecting high quality science and design concepts. In the international market, it has been occupying high-end market with high quality and high price brand effect.

Bole has been fascinated by European footwear technology and design for decades.

In an interview with reporters, Bole said that, influenced by factors such as rising labor costs and appreciation of the renminbi, Chinese footwear companies are accelerating pformation and upgrading, whether active or passive.

Some Chinese shoe companies no longer play the role of foundry. With the deepening of cooperation with international companies in manufacturing, R & D, marketing and brand, they extend to the two sides of the value chain and gradually acquire the right to speak.

The world consumption pattern is changing quietly, and the global industrial chain is also adjusting accordingly.

Especially after the outbreak of the financial crisis, in the European and American markets, so far, the Chinese consumer market has been thriving, which has created an excellent opportunity for Chinese enterprises, especially footwear and other fast moving enterprises.

Let European shoe companies do foundry

Resolutely no OEM, Liang Yaohua, chairman of Guangzhou Tian Chong shoes industry Co., Ltd. has gone one step ahead.

Ever since he founded shoe factories in 1991, even though he has encountered many difficulties, he is sticking to this point and stepping out of a line which is different from many shoe companies in Hong Kong.

Nowadays, his shoe companies not only do not dress for others, but also allow European shoe companies to do their own brands.

Liang Yaohua, a former trader of electronics, shoes and other products, is very clear about the awkward position of the foundries in the industrial chain, and the core parts of R & D, brand design and market are all in the hands of others. If we do not break through the core values, the road will only get narrower and narrower.

"Electronic products factory in the 80s of last century, the profit is about 6%, and now it is generally down to 1%~2%. With the rising cost of labor and so on, this is an inevitable trend. However, it is very difficult for the electronics industry to break through in the core technology, and the design space is also limited, and it is relatively easy to realize the value extension on the fast moving products such as shoes and garments, which can mainly break through from the consumer psychology and fashion design."

Liang Yaohua, an electronics engineer, explained why he turned into the shoe industry.

In the early 1990s, most shoe companies in the Pearl River Delta were still busy with OEM export. In the case of almost no brand in the Chinese shoe market, Liang Yaohua began to target the brand of women's shoes, and became the first generation of Chinese women's shoes makers with BELLE and Saturday.

Today's market proves that these enterprises have grasped the opportunities for development.

At present, there are 15 branches and more than 800 retail stores in the national shoe industry. The sales of KISS CAT have ranked fifth in the women's shoes market for 6 years in a row.

In the process of grabbing the domestic market, the company has always been concerned about the design. For many years, Tian Chong has been working closely with several design studios in Europe to integrate the European style of fashion design into its own shoes.

However, it is not enough to learn the exquisite workmanship of European shoemaking.

In 2008, Liang Yaohua reached a partnership with Spain's Patricia brand, which has a history of more than 80 years in Europe, and set up a company in Beijing. He held 75% stake and held absolute control.

Under the influence of the financial crisis, the European and American consumer market is sluggish, and many European brands are eyeing the Chinese market.

Patricia brand will operate in the Chinese market for 30 years of brand management power to Tian Chong company.

Liang Yaohua adopted the strategy of importing all the Patricia brand shoes from Europe. Besides, he also commissioned some orders from her own brands, such as kissing cats, to be made to the European shoe factory.