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What Is The Path To "Cocoon Breaking" Of Shoe Industry?

2014/8/14 11:57:00 33

Bao lett shoe industry is not the only enterprise that has experienced a decline in orders. In the first half of this year, because of the multiple factors such as currency depreciation, industrial chain fault, foreign market instability and Yiwu market impact, Wenling footwear exports amounted to only 513 million US dollars, down 3.94% compared with the same period last year. At this time last year, the export of footwear in Wenling increased by more than 20% over the same period last year.

"in the first half of this year, we exported < a href=" http://sjfzxm.com/news/index_cj.as "> shoes < /a > 2 million 680 thousand pairs, compared with last year, the situation is not good, especially in the European market, orders fell a lot."

Jiang Wei said, "this year, the European market is not easy to sell shoes. Buyers have asked for more new styles to give consumers a little more choice, which gives us pressure."

In order to produce more new models, Poly has to slow down the production speed. "High demand, the price of the European market has not increased this year, while the cost of domestic shoe production has been rising, thinning the profits of enterprises."

reporters learned that compared with the first half of last year, the first half of this year, the exports of shoe industry dropped by 23.1%.

"P", in addition, the instability of the situation in Russia, also made a lot of losses, "worry that customers can not pay the money, we do not dare to answer the bill."

Jiang Wei told reporters that "there were 2 million pairs of Russian shoes that had been exported to Russia the year before, and it had dropped to 1 million pairs last year, and this year it was less."

"P" is undoubtedly the most painful year for the export enterprises that are attacking the markets in the Middle East and Ukraine.

According to Shilin footwear industry, the company's products exported to Ukraine, the sales volume in the first half of this year was 700 thousand pairs, a decrease of 2/3 compared with the same period last year.

Coupled with the serious depreciation of Ukraine's currency, the price of shoes has risen by 30% even if the price of shoes has dropped by 20%.

In the first half of the year, a about 30000000 yuan Ukraine currency depreciated 1/3 in a few days because it was too late to exchange, and only about 4000000 yuan was lost on the exchange rate.

> a href= "http://sjfzxm.com/news/index_cj.as" > fact < /a >, the continuous depreciation of emerging market currencies has become a drag on Wenling's footwear exports.

The reporter learned from the Taizhou customs office in Wenling that in the first half of this year, the export volume of shoes in Africa and Latin America was 196 million US dollars and 34 million 633 thousand US dollars respectively, down 4.29% and 17.2% from the same period last year.

In the past few years, the main export bases in Wenling are in Africa, South America and the Middle East. However, since last year, currencies in those areas have been depreciating, with a 50% drop and 20% less.

For example, before a pair of shoes sold for 30 yuan, now have to sell 45 yuan, the price increase will naturally affect the local purchase volume.

Chen Huaming, director of Wenling Foreign Trade Co., Ltd.

Besides P, Wenling shoes industry also has internal worries.

"Since last year, the Yiwu market has had an impact on us."

Chen Huaming told reporters that "through the approval of the market, there are special policies, can be used as a market paction procurement, do not provide VAT invoices, reducing the buyers a lot of trouble, and the Yiwu market enjoyed this policy."

"nowadays, many foreign buyers are running to the Yiwu market, which is particularly important for Wenling shoe enterprises, especially small and medium-sized enterprises."

Chen Huaming said.

in addition, many people believe that after the "three changes and one demolition" and "fire safety improvement", the order of small shoe factories will be diverted to some large enterprises in Wenling.

Neither Jiang Wei nor Chen Huaming agrees with such an idea.

As the upstream industry chain of the circulation enterprises, small factories of footwear production have reduced their capacity and caused chain reaction of foreign trade enterprises.

Due to large area renovation and short term rework, the small shoe enterprises' annual orders are difficult to carry out, and they can not deliver to the ordering party based on the downstream industry chain and foreign trade circulation enterprises on time.

"Wenling shoes industry can always maintain the advantage of low cost competition. One reason is production, supply and marketing, and every line has enterprises. In the first half of the year, the supply chain has a fault, which has increased our production cost and the competition has become more intense."

Jiang Wei said.

"some small businesses can take orders, big enterprises can not do it. On the one hand, the cost of producing shoes by large enterprises will be 1 yuan ~2 yuan higher than that of small enterprises, which is not acceptable to some buyers. On the other hand, some small enterprises' production lines and large enterprises have eliminated them, even if they want to take this order, there is no production line to complete."

Chen Huaming said.

Shi Baofu, the head of the shoe industry, also believes that although the "three changes and one demolition" and "fire control" have helped to make the enterprises stronger and bigger, at that time, due to the lack of matching, many enterprises could only buy parts in Guangdong, Fujian and other places, both in terms of logistics and price and cost.

"Especially in February, when many workers were diverted to cities such as Wenzhou and Fujian, the recruitment of Wenling shoe enterprises was quite difficult, and the start up was delayed, which greatly affected the order."

Shi Baofu said.

reporters learned that in January this year, the monthly maximum value of footwear exports in the first half of Wenling reached 119 million US dollars, an increase of 4.99% over the same period last year, while footwear exports in February were only 45 million US dollars, down 62.2% from the same period, down 41.2% from the same period last year.

In March, the footwear market began to recover, and the year-on-year growth rate was positive, but the recovery process was slow. The year-on-year growth rate narrowed month by month, until June, footwear exports amounted to 101 million US dollars, down 7.44% compared to the same period last year.

When p is besieging the besieged city, how can Wenling shoe enterprises break through? Speeding up industrial pformation and upgrading and developing diversified markets have become the consensus of enterprises and continue to be put into action.

"this year we began to actively explore the American market."

Jiang Wei said that because the European market has many orders and profits are high, in the past, the only focus of the market is in the European market.

It is because the American market has many demands, but the price is not high. For Bao lett, the "cost performance" is not ideal (ideal store). "But now the market situation is not good, we need to open up more markets.

In order to coordinate with the US market, we have been able to reduce costs and cater to the US market this year by increasing production capacity.

In the past, only one production line had been produced to produce products exported to the United States, and now it has increased to three.

and in Chen Huaming's view, Wenling shoe enterprises should locate their products more accurately before opening up the market.

"What we have to do now is how to grasp the popularity of the international market and make its own characteristics."

besides, Chen Huaming also suggested that the shoe industry in Wenling need to do more internal work. For small and medium-sized shoe enterprises, they should also pay attention to change when they are being demolished.

"We can reutilize the land after being demolished and build it into a centralized management and standardized shoe industrial park. We will unify small and medium-sized enterprises with potential for development."

not only that, but after the big renovation, Wenling shoe enterprises also accelerated the pace of machine replacement and equipment upgrading, and increased the introduction of new materials and technologies.

reporters learned from the Municipal Bureau of letters that the "machine replacement" of the shoe making industry will be one of the key points of the industrial line. Apart from the first investment of about 6000000 yuan in the introduction of an automated production line, Wenling's other shoe companies are also starting to invest in high-tech local processes.

This year, the shoe industry has purchased millions of new equipment, such as computerized sewing machines, laser engraving machines, laser cutting machines, automatic glue brushing machines, etc., to improve production efficiency and product quality, reduce the labor intensity of workers, and effectively relieve recruitment difficulties.

besides, some sports shoes enterprises in Wenling have introduced flat knitting machines to make upper upper sides.

The flat knitting machine can produce 3 pairs of shoes per hour, and 1 workers can manage 10 machines.

If 12 thousand pairs of shoes are produced, old technology and old materials need hundreds of people, while knitted leisure sports shoes reduce needles, dripping, high frequency, blanking and other processes, and only need dozens of workers and shoe workers.

Recent P survey shows that the actual production cost of China's manufacturing industry is close to that of the United States, and the most important reason is the increasing labor cost. "Boston"

Take our footwear industry, the annual labor cost of 10% to 20% increase, plus the pains brought by the first quarter rectification, the closure of shoes, high frequency, printing and other factories, and the cheap shoes that have been selling the market in Wenling. Now the myth of low price is breaking down. The phenomenon of "blade profit" is highlighted: before 10 yuan a pair of shoes, now the quality is better, the factory price will be 60 yuan ~70 yuan, a pair of low-grade shoes should also be 20 yuan ~30 yuan.

Less than P, not only that, there are exchange rate risks in export, but also fierce competition in the domestic market, and shoes in Shandong, Hunan and Hebei are coming up.

And tight credit and tight funds are a common problem faced by shoe companies.

however, in the view of reporters, the myth of low price is not sustainable in itself.

In recent years, the developed countries such as Europe and the United States have set up various technical barriers to trade in China's export footwear products, and have been fussy about the quality of the export of Wenling's shoes, raising the export threshold step by step.

However, most shoe companies in our city are still surviving with OEM, small profits but quick turnover. The whole shoe industry has a relatively low ability to resist risks and bargain, and its brand is very few. Even though the technology and quality of our production are no longer inferior to those of Guangzhou shoes and Wenzhou shoes, the label of "inferior shoes" still stands out.

It is the real way for Wenling shoes to build up quality with cost and seize the market with brand.

the goal of "pformation and upgrading", which is now highly regarded by enterprises and the government, lies in this: the substitution of machines for improving the equipment level of enterprises, improving the production efficiency of enterprises and improving the product quality of enterprises can enhance the added value of products of enterprises; and the core competitiveness can be enhanced by using the added value of products to cultivate well-known brands, establish marketing channels, and grasp the initiative of product sales.

of course, now some shoe enterprises have realized this and embarked on the road of quality and brand.

In the past, shoes in Wenling were mostly sold in the Middle East and Dubai. This kind of shoes with low price and low grade are suitable for the needs of oil workers there.

Now, a lot of Wenling shoe enterprises have entered the European and American markets and become long-term suppliers of large supermarkets such as WAL-MART, Auchan, Tesco and so on. This is the direction of Wenling shoe boss's efforts.