2012 China Shoe Machine Industry Trend Forecast And Enterprise Analysis

shoe machine industry definition] narrowly refers to the equipment, tools and fittings that will be used in shoemaking process; broadly refers to the machinery and equipment used in the upper and lower reaches of the footwear industry chain (including leather, shoe last, sole, heel, hardware, processing, mold, testing and other related equipment and tools accessories).

The shoe machine industry we usually talk about refers to the broad sense.

has been encountering &ldquo for several years, &rdquo, &ldquo, &rdquo, &ldquo, oil shortage &rdquo, and other difficulties, coupled with exchange rate changes, raw materials rising and trade protectionism in some regions or countries. China's footwear industry is facing severe challenges, but for shoemaking enterprises in the shoemaking industry chain, life is getting more difficult.

For the footwear industry, the direction of pformation and upgrading is: high-end manufacturing and brand management, and gradually grasp the sales channel and have the initiative.

All these are inseparable from strong technological R & D and technological innovation, and strive to improve the technological content and added value of products and achieve sustainable development.

2011 shoemaking industry summary: three phenomena:

In Guangdong Dongguan shoe machine chamber of Commerce President Wang Shoumin view, 2011 every season shoe machine sales volume all showed “ downstairs ” negative growth.

President Wang's business not only sells shoe machine products, but also involves supplying parts to most shoe machine enterprises. His views are very representative.

reproduces &ldquo after the financial turmoil; ice age ”

China's shoemaking industry has been developing for twenty or thirty years. From the rise, expansion and rapid development to the ice age after the financial turmoil in 2008, and then to the adjustment of industrial upgrading, it will usher in the spring of the 2009-2010 recovery. But the good days will not last long. After the peak of the first quarter of 2011, it will gradually enter the historical &ldquo and the second ice age &rdquo.

Most shoe makers say that these days are rather tough.

At the end of

, &ldquo was launched; the cut price war &rdquo.

Why is &ldquo? Cut throat price war ” according to the analysis of Emma NC CEO Wang Guo Quan: in the financial turmoil that year, shoe machine industry real difficulty period is about seven or eight months. In the first half of the year, all the speeches and reports are spreading seriously. The government and industry are paying close attention to it and giving macro-control. Therefore, shoe-making enterprises have already made preparations: reduce sales expectations, reduce surplus personnel, reduce production, adjust internal structure, do not blindly expand, and have positive measures for sales.

Looking back on the &ldquo that started last year; downstairs ” sales difficulties, the first quarter of the first quarter sales rose substantially, especially in April last year, reached a sales peak, many enterprises in the 2012 sales plan, appears to be optimistic and too many expectations.

Unexpectedly, the second quarter of the peak road back, began to appear signs of decline, in 5 and June obvious performance, but some enterprises are still not willing to face the reality, think that the market partial and short-term adjustment, still for the performance growth of active expansion, save strength, reserve personnel, stock, inventory, in the next third seasons (7, 8, September) — — traditional shoe season, to achieve the order growth.

However, the third quarter has been very unoptimistic, not only without big orders or worse than the second quarter, but shoe manufacturers have experienced five or six months of consumption, and the capital chain has been very tight: material procurement, expansion of personnel, inventory backlog, poor sales and arrears of funds, resulting in the return of funds can not be timely.

In the fourth quarter to the lunar new year, a shoe machine enterprise staged a “ a cut throat price war ” the so-called cutting throat means no profit or even a small loss. As far as possible, the stock in half a year is converted into cash. Otherwise, by the end of the year, personnel salaries, next year's factory rent, suppliers' goods and enterprises' New Year's expenses can't be guaranteed, and the financing difficulties of small and medium-sized enterprises will be difficult, so some of the shoe enterprises in the media reported last September will run away, which is just the tip of the iceberg.

In the absence of too many equipment demand for shoe companies, to cash in cash, we can only choose price wars, not profit or loss, and even the price of products will be directly reduced by 20-40%.

The so-called hardship continues to rise in the yuan, labor costs, raw materials, comprehensive costs rise, external demand is uncertain (European debt crisis, the United States economic recovery is slow, emerging countries need time to expand), enterprise competition appears more intense, without big demand stimulation, to maintain performance and achieve growth is indeed more difficult.