China'S Shoe Industry Needs To Strengthen Its Own Brand Building To Break Through

A few days ago, from the China Footwear Association of Light Industry Crafts Import and Export Association, we learned that in the first half of this year, 4 billion 290 million pairs of shoes were exported to China, with an average price of 13 billion 460 million US dollars, with an average price of 3.14 US dollars / pairs, representing a decrease of 2.45%, an increase of 12.51% and 15.34% respectively over the same period.

The main export countries and regions are still dominated by the United States and the European Union, and the number of exports to the United States continues to decline.

Exports to the United States, 1 billion 50 million pairs, a year-on-year decrease of 5.4%, the amount of $4 billion 350 million, an increase of 6.76% over the same period, 790 million pairs of exports to the EU, the amount of 2 billion 580 million US dollars, up 7.43% and 12.49% respectively over the same period.

Among them, the number of EU anti-dumping leather shoes exports to the EU is 55 million 730 thousand pairs, a decrease of 12.08% compared with 63 million 390 thousand pairs in the same period last year, and the export amount is 463 million US dollars, an increase of 8.41% over the same period last year, with an average price of 8.32 US dollars / pairs, a 23.31% increase over the same period last year of 6.74 US dollars / double.

Since the beginning of this year, the international trade environment has deteriorated, and domestic regulatory policies have been tightening. For the footwear industry still characterized by labor intensive, the impact of three rate and two price is not small.

Recently, the reporter interviewed Wang Ying, Secretary General of the footwear branch of China Light Industry Crafts Import and export association to analyze the current situation of China's footwear industry.

After more than 20 years of development, China's footwear industry has more than 30 thousand manufacturing enterprises, employing 400 employees directly, and producing about 10000000000 pairs of shoes, of which 8 billion 177 million are exported, and 2 billion 200 million are domestic sales.

Last year, China's finished shoes exported 24 billion 137 million US dollars, accounting for 36% of the world's total footwear exports, and exported 8 billion 177 million pairs, accounting for 73% of the total global exports.

The footwear industry is playing an increasingly important role in the international market, and the international market share is hard to come by.

In the second half of the year, Wang Ying still did not give a direct answer to the situation of China's footwear export in the second half of the year. Instead, he suggested that the footwear industry in the second half of the year may still be cautious about "winter" through introducing the feedback from enterprises.

Many enterprises reflect that the biggest problem at present is the uncertainty of market price, macro policy and trade environment, which leads enterprises to dare to take long-term orders, and only temporarily make short-term orders to maintain the basic operation of enterprises.

The credit crunch policy has disrupted many small and medium-sized enterprises' liquidity chain, some enterprises are on the edge of bankruptcy, and some enterprises have been able to obtain liquidity through high interest rate private capital and even pawn shops to maintain the operation of enterprises.

Wang Ying said.

She further said that small and medium-sized enterprises had to be trapped in seeking change.

"Some big enterprises, such as Dongyi, AOKANG, Kangnai, gill DA and giant one, have gone to other fields such as real estate, pharmaceutical, logistics and so on. They have solved risks through industrial diversification. Most of the medium-sized enterprises believe that this year is not seeking development, but survival, and controlling risks through layoffs, reducing regulations and so on.

Enterprises in Dongguan, Wenzhou, Sichuan, Quanzhou, Putian and other places all reflect that up to now, most of the shutdowns have been shoe-making supporting enterprises and small enterprises that hire factories, but if this situation continues to the end of the year, a number of medium-sized enterprises will be faced with bankruptcy.

In the past few years of research on the brand and innovation, the enterprises with large scale, good management, brand, strong technological R & D power and good bank credit have shown a tendency to go against the trend and get better development, and the market share has further expanded.

"For example, Anta not only developed itself, but also led to the development of a number of medium-sized enterprises, which originally made OEM brands for Nike and Adidas, and instead of OEM for Anta, under the current export situation,"

Wang Ying said.

She further illustrates that the export enterprises with independent brands are relatively less affected.

"For example, Chengdu AI min, in the current export situation is severe, and affected by the earthquake disaster, adjusted the structure of export products, increased the proportion of independent brand exports, not only did not reduce orders, and cooperate with international well-known brands to develop high-end domestic market.

From this we can see that only by grasping the core competitiveness of the brand and constantly innovating, can we survive, develop and expand in the increasingly competitive market environment.

Wang Ying believes that the fundamental way out for the development of China's footwear industry is to enhance the core competitiveness of enterprises and actively cooperate with large international enterprises and famous brand enterprises. In particular, in the design and research and development field, we need to constantly explore and innovate, develop and improve our R & D capabilities, gradually expand the export of our own brands, improve the overall level of the industry, strengthen the overall competitiveness, and take the initiative to realize the pformation from low price expansion to high price, quality and efficiency, so as to fundamentally get rid of the embarrassing situation of two crowding.

"China is already the largest footwear producer and exporter in the world. According to the world's total population of 6 billion 500 million, the output of China's shoes is enough to match 1.26 pairs of shoes per capita in the world."

Wang Ying said.

Although the footwear industry is facing unprecedented challenges, China's footwear industry is still irreplaceable in the international market in terms of low labor costs, relatively good labor quality, strong industrial support capability, broad domestic market, social and political stability and so on.

"China's footwear industry has strong capacity and competitiveness. It is difficult for major markets such as the US, Europe and Japan to find other import channels in a short time, pferring huge orders to other countries in a short time, and no other country can digest the orders pferred from China."

According to the statistics of Global trade statistics, the current export volume of footwear countries such as Vietnam, Brazil, Indonesia and India is about 500 million pairs, 160 million pairs, 150 million pairs and 100 million pairs. Obviously, it is difficult to undertake the output of China's annual output of about 10 billion 400 million pairs in the short term.

"Chinese footwear still has a strong price advantage."

Wang Ying said positively.

According to the statistics of the US Department of Commerce, last year, the average price of imported shoes in the United States was 7.9 US dollars / double, the average unit price of imported shoes from Italy was 48.95 US dollars / double, Vietnam 10.58 US dollars / double, Brazil 14.61 US dollars / double, Indonesia 10.99 us dollars / double, Thailand 12.41 US dollars / double, Mexico 18.24 US dollars / double, and China only 6.63 dollars / double.

According to the statistics of the European Union statistics bureau, last year, the average price of imports of European made shoes was 6.32 US dollars / double, Vietnam 10.12 US dollars / double, India 15.14 US dollars / double, Indonesia 12.62 US dollars / double, Brazil 15.26 US dollars / double, the average price from China is US $4.17 / double.

From this, we can see that in the two traditional markets of the United States and Europe, Chinese shoes have a strong price advantage, and the dominant position in the low-grade shoes market will not change in the short term.

"Of course, on the basis of maintaining confidence, we need to turn the difficulties into a driving force. The chamber of Commerce, as an industry organization, will give full play to the role of bridges and links, and better promote enterprises to tide over difficulties through trade promotion measures such as information consultation, domestic and foreign exchanges, exhibitions and exhibitions."