Foreign Brands Dominate The &Nbsp; Lack Of Brand Restricts The Development Of China's Shoe Enterprises To The Domestic Market.

Chengdu is one of the four largest shoe manufacturing bases in China, especially in production.

Chengdu and Wenzhou, Guangzhou and Quanzhou are known as "three states and one capital" in the shoemaking industry.

For a long time, Chengdu shoe enterprises mainly rely on foreign markets.

After the financial crisis, Brazil, Argentina and the European Union raised the "anti-dumping" rod for China's shoe products, and foreign trade orders dropped sharply.

In 2009, Russia closed the biggest Chinese business market in Moscow by cracking down on "gray customs clearance" and other reasons. Chengdu shoe companies were seized with tens of millions of products.

"In recent years, the export of shoes has become more and more difficult under the influence of" anti-dumping "and RMB appreciation in some countries," said Lei Ming, deputy director of Chengdu economic and Information Committee. "

As a concentrated development area of Chengdu's shoe industry, Wuhou new town has gathered 80% shoe enterprises in Chengdu and 140 million pairs of shoes each year.

Fan Hong, deputy director of Wuhou New Town Management Committee, said: "the government has strongly guided the footwear industry to pform its economic development mode."

Xu Bo, an expert in leather Department at Sichuan University, believes that although the footwear industry is large in scale, a large proportion of shoe enterprises are still in the state of hand shop management, which relies on price competition.

Xu Yong, vice president of China Light Industry Federation, believes that the market competition of footwear industry has been more reflected in the competition between industry chain and supply chain. Enterprises should turn from traditional producers to service providers, and undertake "one-stop" services such as design, marketing, logistics and distribution, so as to seek greater profit margins.

According to Fan Hong, in order to help shoemaking enterprises to open up the market, the local government integrates various resources to build a market platform for shoes enterprises.

Peng Jun, chairman of Sichuan West shoe industry operation Co., Ltd., said that turning from "relying on foreign sales" to "opening up domestic sales" is an inevitable process. The financial crisis has led to a sharp decline in export orders for footwear enterprises, and many shoe enterprises, especially large and medium-sized shoe enterprises, have accelerated the R & D and market development of domestic products.

But according to the reporter, on the one hand, the R & D capability of our shoe enterprises is different from that of foreign countries. On the other hand, the traditional shopping malls and monopoly channels have been occupied by foreign brands.

China's shoe enterprises are mostly processed and OEM, lacking influential brands and earning only simple labor processing fees.

At present, many famous foreign shoe brands are subcontracting in Chengdu. Under normal circumstances, OEM manufacturers can allocate up to 10% of the profits from a pair of shoes, and the profits of the other 90% are earned by foreign shoe makers with brand names and designs.

Liu Ying, assistant director of the Chengdu Shoes Co., Ltd., said: "what is missing is brand and design.

Building brands and establishing sales channels need a large number of personnel and capital investment, and there are not many enterprises that really can afford to work.

Now shoe manufacturers are producing foreign brands, although they have relatively low profits, but they do not need to worry about them. They are simple, they still have money to make money, and business operators are content with the status quo.

Shoe business operators generally reflect that now large shopping malls are more willing to choose more mature brands, and the threshold for admission brands is getting higher and higher. This leads to the growing difficulty of shoe companies to cultivate national brands.

Chengdu is one of the four largest shoemaking industrial bases in China, especially the production of women's shoes, which account for 7% of the world's women's shoes.

Reporters recently learned from local shoe manufacturers that, as a typical representative of China's labor-intensive manufacturing industry, shoemaking industry is vigorously pforming its economic development mode: from relying on foreign trade to developing domestic demand, from simple processing to increasing value-added.

However, factors such as workshop production, lack of brand and weak design are the main problems that restrict its pformation and upgrading.

Chengdu and Wenzhou, Guangzhou and Quanzhou are known as "three states and one capital" in the shoemaking industry.

For a long time, Chengdu shoe enterprises mainly rely on foreign markets.

After the financial crisis, Brazil, Argentina and the European Union raised the "anti-dumping" rod for China's shoe products, and foreign trade orders dropped sharply.

In 2009, Russia closed the biggest Chinese business market in Moscow by cracking down on "gray customs clearance" and other reasons. Chengdu shoe companies were seized with tens of millions of products.

"In recent years, the export of shoes has become more and more difficult under the influence of" anti-dumping "and RMB appreciation in some countries," said Lei Ming, deputy director of Chengdu economic and Information Committee. "

As a concentrated development area of Chengdu's shoe industry, Wuhou new town has gathered 80% shoe enterprises in Chengdu and 140 million pairs of shoes each year.

Fan Hong, deputy director of Wuhou New Town Management Committee, said: "the government has strongly guided the footwear industry to pform its economic development mode."

Xu Bo, an expert in leather Department at Sichuan University, believes that although the footwear industry is large in scale, a large proportion of shoe enterprises are still in the state of hand shop management, which relies on price competition.

Xu Yong, vice president of China Light Industry Federation, believes that the market competition of footwear industry has been more reflected in the competition between industry chain and supply chain. Enterprises should turn from traditional producers to service providers, and undertake "one-stop" services such as design, marketing, logistics and distribution, so as to seek greater profit margins.

According to Fan Hong, in order to help shoemaking enterprises to open up the market, the local government integrates various resources to build a market platform for shoes enterprises.

Peng Jun, chairman of Sichuan West shoe industry operation Co., Ltd., said that turning from "relying on foreign sales" to "opening up domestic sales" is an inevitable process. The financial crisis has led to a sharp decline in export orders for footwear enterprises, and many shoe enterprises, especially large and medium-sized shoe enterprises, have accelerated the R & D and market development of domestic products.

But according to the reporter, on the one hand, the R & D capability of our shoe enterprises is different from that of foreign countries. On the other hand, the traditional shopping malls and monopoly channels have been occupied by foreign brands.

China's shoe enterprises are mostly processed and OEM, lacking influential brands and earning only simple labor processing fees.

At present, many famous foreign shoe brands are subcontracting in Chengdu. Under normal circumstances, OEM manufacturers can allocate up to 10% of the profits from a pair of shoes, and the profits of the other 90% are earned by foreign shoe makers with brand names and designs.

Liu Ying, assistant director of the Chengdu Shoes Co., Ltd., said: "what is missing is brand and design.

Building brands and establishing sales channels need a large number of personnel and capital investment, and there are not many enterprises that really can afford to work.

Now shoe manufacturers are producing foreign brands, although they have relatively low profits, but they do not need to worry about them. They are simple, they still have money to make money, and business operators are content with the status quo.

Shoe business operators generally reflect that now large shopping malls are more willing to choose more mature brands, and the threshold for admission brands is getting higher and higher. This leads to the growing difficulty of shoe companies to cultivate national brands.

China's shoe enterprises generally do not pay attention to research and design, but mainly rely on mutual imitation.

The European and American shoe companies have to carry out product design through clear objectives, market research, design, production and design confirmation. They also need many basic disciplines, including mechanics, ergonomics, bone medicine, materials science, chemistry and environmental science.

However, at present, most shoe enterprises in China are unable to study these contents.

According to the introduction, at present, the design talents of shoe enterprises are basically based on the traditional way of teaching the apprentice, and grow up from the edition teachers and the art workers. The knowledge level is relatively low, designers with comprehensive development ability are few, and designers with higher education and practical experience are less.

Xu Yong suggested that China's shoe enterprises should pay attention to product design and related personnel training. In the next 5 years, the dominant shoe enterprises should pay more attention to the application of environmental protection green materials and energy-efficient equipment, pay more attention to technological innovation, and research and promotion of new materials and new functions, and form a group of leading enterprises with independent intellectual property rights.

China's shoe enterprises generally do not pay attention to research and design, but mainly rely on mutual imitation.

The European and American shoe companies have to carry out product design through clear objectives, market research, design, production and design confirmation. They also need many basic disciplines, including mechanics, ergonomics, bone medicine, materials science, chemistry and environmental science.

However, at present, most shoe enterprises in China are unable to study these contents.

According to the introduction, at present, the design talents of shoe enterprises are basically based on the traditional way of teaching the apprentice, and grow up from the edition teachers and the art workers. The knowledge level is relatively low, designers with comprehensive development ability are few, and designers with higher education and practical experience are less.

Xu Yong suggested that China's shoe enterprises should pay attention to product design and related personnel training. In the next 5 years, the dominant shoe enterprises should pay more attention to the application of environmental protection green materials and energy-efficient equipment, pay more attention to technological innovation, and research and promotion of new materials and new functions, and form a group of leading enterprises with independent intellectual property rights.