The "Besieged City" War Of Wenling Footwear Industry

Looking at the development of Wenling footwear industry in recent years, we can easily find that an industry is rising and falling.

To a certain extent, it follows the objective laws of prosperity and decline, but to a greater extent, it depends on the foresight and scientific planning of industrial decision-makers.

The shoe industry in Wenling has been cruelly baptized by the "severe winter" in previous years. Now it has ushered in the "spring of recovery", and the production situation is getting warmer and warmer, and shoemaking enterprises are gradually getting out of the "Besieged City".

The besieged besieged city has seriously hampered the development of footwear industry. After more than 10 years' rapid development of the shoe industry, Wenling footwear industry seems to be trapped in the "Besieged City" in 2004. Blind expansion, vicious competition, lack of brand and rising production cost have led the industry to remain in a difficult situation. The road to foreign trade is going on.

From the statistical data, whether the number of workers or enterprises, or foreign exchange earning, or the number of enterprises are decreasing, the state of enterprises' cut-off is rising.

In the predicament, do you want to be satisfied with the situation?

Every visionary shoemaking is thinking about how to solve the besieged besieged shoe industry in Wenling.

The Taizhou Daily has published "Wenling shoe industry besieged by the besieged city" more than two years ago. It has attracted the attention of the media and local governments all over the country. Through investigation and research, it puts forward three countermeasures: one is to solve the difficulty of retaining people, the other is to treat people with interest, to leave them with feelings, to be realistic and to select and to employ.

The two is to create personalized brands.

The three is to implement the four innovations of concept, management, technology and design.

Some enterprisers with foresight and courage have actively adjusted their industrial structure according to the characteristics of enterprises, and incorporated talents, brands and innovations into their own enterprise development strategies.

At the same time, the Wenling municipal government has introduced a series of measures to curb the "extensive development" mode of footwear industry, and put forward the strategic slogan of "implementing brand strategy and building a strong brand city", guiding enterprises to pform from quantity to quality and efficiency, and actively promoting brand building, strengthening self innovation ability, increasing added value of products, enhancing market competitiveness, supporting enterprises to carry out "strong and weak merger" and "strong combination", realizing asset reorganization and complementary advantages, promoting the integration of effective assets, expanding the scale of enterprises, and enhancing the regional brand effect.

After the difficult pformation in 2004 and 2005, the shoe industry in Wenling finally came to the dawn of hope, and the production situation gradually improved.

In the enterprises, the output value of the enterprises in 2007 is expected to increase by 20, accounting for 54%, 9 of which are flat, accounting for 24%, and the reduction of production accounts for 8, accounting for 22%; among the 23 export enterprises surveyed, 15 of the output value is increased, accounting for 65%; the average 5 households, accounting for 65%, the reduction of output, the proportion of households in the small businesses, and the proportion of those who have been reduced, accounting for the total number of households. 37 families under investigation

Why is the situation improving?

First, the international export restrictions have been improved.

In the past two years, the international anti-dumping mainly focused on Chinese leather shoes, and Wenling shoes were dodged by its non imitation leather, such as imitation leather and artificial leather.

From the overall situation in 2005, trade exports have improved over the past few years.

Two, the effectiveness of the Wenling municipal government's efforts to strengthen and strengthen the implementation of brand strategy is gradually emerging.

Wenling footwear industry began to work hard to improve its own technology, technology and management capabilities.

The quality of products is enhanced and awareness of products is enhanced.

In today's crowded market, the footwear industry in Wenling is becoming more and more aware of the fact that the myth of the low price of Wenling shoes will be shattered. Product quality and brand are the core competitiveness of the market, which is the strong driving force and resources for the development and growth of enterprises.

While the quality of products is improving day by day, the footwear industry in Wenling is actively promoting brand building.

In 2006, the Taizhou shoe industry obtained the National Certificate of export exemption; Zhejiang Zhuo Ling shoe industry was awarded the famous brand name of Zhejiang, and the honors of the national exemption products were awarded in Taizhou's shoes industry and Zhejiang Province.

We will strengthen our research and development independently and increase the variety and style.

During the development of Wenling footwear industry, the ability of independent development of products has been very weak, and most of them have gone through the road of clone imitation.

In recent years, independent research and development capabilities have been increased, R & D institutions have gradually increased, and R & D teams have grown steadily.

For example, the Taizhou hi tech shoe industry invested huge sums of money last year to set up a provincial R & D Center for technology products, mainly engaged in product development, with more than 10 existing technicians and teachers, with annual investment of 3 million yuan to 4 million yuan.

Most of the enterprises whose output value is expected to increase has invested a lot of energy and financial resources in the development of new products.

To expand sales channels and achieve integration of production and marketing.

After "not putting eggs in the same basket" after eating a big loss of the same foreign trade channel, Wenling shoes industry began to learn to store eggs in many baskets, vigorously open up different sales channels, and domestic enterprises to increase export markets, and export enterprises both inside and outside the market. Many enterprises have set up market outlets in foreign countries to achieve the integration of production and marketing, reduce profit sharing among intermediate links, ensure maximum profit margins, and at the same time reduce pressure on production and management.

For example, the Taizhou Elida shoe industry has introduced 3 repo points in different countries since its introduction of assets reorganization in 2005. The scale of production has expanded continuously, and the production line has increased from 1 to 3. The annual output value has increased year by year, and the output value is expected to exceed 100 million yuan this year.

At the same time, the expansion of production scale and improvement of management technology also played an important role in improving the footwear industry.

The development crisis is still stubborn. In addition to stubborn disease and heavy responsibilities, although the production situation of footwear industry is improving this year, the output value is expected to increase substantially. However, we must soberly see that there are still many crises lurking under the prosperity of Wenling's footwear industry.

According to statistics, among the 4157 shoe enterprises in Wenling, there are less than 300 enterprises above Designated Size, accounting for only 7%, and the rest are small businesses or family workshop enterprises.

Under the guidance of this idea of quick success and instant benefit, counterfeiting and vicious competition still exist in the industry, and the output value has gone up and down.

Compared with Guangzhou, Wenzhou and other places, Wenling footwear industry talent shortage, lack of brand, low innovation ability is particularly prominent.

At present, the most urgent problems for Wenling shoe industry are three aspects: recruitment difficulties.

The most important factor in production is human resources, as a labor-intensive industry with low technology. In recent years, the shoe industry in Wenling has been suffering from "shortage of migrant workers and recruitment difficulties".

The contradiction between the employment of enterprises is becoming more and more serious: the accumulation of foreign trade orders is more and more difficult for workers.

In order not to delay delivery orders, many enterprises have to distribute the help to Wenzhou and other places. The cost of each pair of shoes has increased by 1 to 2 cents.

It is necessary for the government departments and enterprises to make joint efforts to solve the recruitment difficulties.

Create brand.

The footwear industry of Wenling has a large scale and high output, but few influential brands. In the city's nearly 300 large scale enterprises, there are only 4 exempt products from the state, Zhejiang famous brands and famous trademarks in Zhejiang, 4 famous brands in Taizhou, and 5 famous trademarks in Taizhou.

Therefore, the top priority of Wenling footwear industry is to improve the quality of products, create famous brand, and make the brand bigger and stronger so as to win the market.

Build the market.

At present, there is only one Hengfeng shoe material market in Wenling, because the functions are not complete, the service is not in place, the facilities are not perfect, the security risks are serious, the market sentiment is insufficient, and the two stalls and 220 stalls are still vacant.

During the 2, 4, 7 and September of the lunar calendar, thousands of stalls were crowded in tiny places, carrying out primitive Hawking and killing, causing serious traffic congestion.

Because there is no variety and price advantage, the market can only provide temporary purchases for the surrounding shoe enterprises and small-scale procurement of small businesses, and local scale enterprises generally come directly from Wenzhou.

The scale and mode of shoe material market in Hengfeng are far from meeting the development needs of Wenling footwear industry. It is urgent for the local government to set up a professional market for footwear as soon as possible, and introduce shoe manufacturers to reduce procurement and pportation links and reduce production costs.

The shoe market can be carried out by the market operation mode of government set up, chamber of commerce promotion and enterprise participation.

The construction of the market will further promote the flourishing of the shoe making enterprises in Wenling while prospering the local economy.