Huidong shoe enterprises are facing market challenges and are working together to cope with them.
in Huangbu, an important shoe making town in Huidong, there is the famous Guangdong (International) shoe market, but the 72.4% entry rate of merchants in the whole market puts pressure on Wang Yun, general manager of the operating company in the market. We only rent here, not sell it, in order to provide a centralized shoe industry development platform, but the attraction of one-year rent free seems to be insufficient
at about 10 a.m. yesterday, while circling the footwear market covering an area of 80000 square meters, I watched the opening rate of the aircraft, accounting for 28.5%; It is expected that by 2018, there will be 532 shops in the whole market, and the monthly rent of each shop is 4000 yuan. Although there are a series of rent reduction policies, some shops are still open and closed from time to time
now the competition in traditional industries is becoming more and more fierce. In the past, only Huidong's shoemaking industry was relatively developed in China, but now almost all provinces in the country have professional bases, and everyone's profit space is getting smaller and smaller. Wang said that since the second half of 2007, everyone's business has been difficult to do. Because Huidong's shoe enterprises are basically export-oriented, with the depreciation of the US dollar, the RMB exchange rate has increased, export costs have increased, and the profit space of export enterprises has been compressed
2 years is a novice, 3 years is a proficient, 5 years can be a boss. Because the technical content of shoe enterprises is not too high, after reaching a certain level, many skilled workers are unwilling to continue to work, so they begin to look for factories to be their own bosses. Wang Fan said that this has also led to the emergence of shoe enterprises in Huidong, but more workshop style shoe factories have not been registered with the industrial and commercial tax authorities at all, so it is impossible to count how many shoe factories there are in Jilong and Huangbu
the direct consequence of low access threshold is vicious competition, and the result of vicious competition is the compression of overall profit space. With the increase of shoe factories, small workshops have also joined the competition. Customers don't have to pay first, and they will pay back the money 30 days or even 90 days after the arrival of the goods. In this way, once the capital chain is broken, The shoe factory can only wait and see, said Franz Spitznagel, senior development project manager of DuPont performance materials (DPM): "Dead in the field of power.
Wang said that compared with the reduction of orders and vicious competition, there are also brands that worry people. According to statistics, there are more than 1000 footwear registered trademarks in Jilong and Huangbu alone, but it can be called one of the few brands. Wang said that trademarks are not equal to brands, which requires not only good product quality, but also good technical content and cultural connotation.
who doesn't want to Create your own brand, but it's really difficult. Mr. Liu, a shoe enterprise boss in Huangbu town of Huidong County, said that the brand cannot be built successfully overnight. It often takes years, even decades, and requires a lot of capital investment. In the past, it used to cost tens of millions of yuan to build a well-known brand, but now it is estimated that it needs to invest more than one billion yuan. Under such conditions, Because the shoe enterprises in Huidong are generally small in scale, it is extremely difficult to create a brand
Mr. Liu said that most shoe factory bosses choose the latter when they spend money on branding and continue OEM processing to obtain micro profits. Because brand construction is slow, OEM production can not only save design and promotion costs, but also reduce operational risks, which is conducive to the expansion of production scale of enterprises
objectively speaking, most local shoe enterprise bosses in Huidong are villagers and fishermen who wash their feet and go to the fields. Their own concept of brand is relatively vague, so it is difficult to form a consensus. Wang Fan said that although there are difficulties, there are also a few shoe enterprises trying to transform and create brands
according to the introduction, in January this year, the Xianglian brand founded by six shoe enterprises in Huidong successfully won the evaluation of China's well-known trademark, thus ending Huidong's 30-year history of no national well-known trademark in the development of the shoe industry and avoiding the uncertainty of the experimental machine caused by vibration in the application process. The industry also said that under the current cold situation of the shoe market, the brand management of Huizhou shoe enterprises achieved this breakthrough, which undoubtedly gave Huidong a shot in the arm, At the same time, it also plays a positive role for more shoe enterprises to embark on the brand road in the future
however, some insiders pointed out that Huidong shoe enterprises have only been rated as national brands so far, which also exposed the shortcomings of their industry development. The road of brand creation of small, medium and micro private enterprises represented by Huidong shoe enterprises is still long
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