The World'S Most Cattle Shoe Exhibition Is Held In Germany. Wenling Pavilion'S Annual Output Of 1 Billion 200 Million Pairs Of Shoes Is Concerned.

Not long ago, there was "

The international footwear exhibition, held in Dusseldorf, Germany, is scheduled to be held.

It consists of 13 shoe companies, the first joint-stock cooperative enterprise in China -- Po lett Shoes Co., Ltd., industry leader, and Limited by Share Ltd.

As soon as it appeared, it attracted many eyeballs.

Wenling is located in Taizhou City, Zhejiang Province, with an area of only 1/10000 of the country, but it is the largest shoemaking enterprise in the country, with the largest output and the highest output value.

In 2011, 6004 shoe manufacturers in Wenling produced 1 billion 200 million pairs of shoes, creating a miracle of "ten of the world".

After more than 30 years of arduous trek, the shoe industry in Wenling has gone abroad and has deeply printed its footprint on the land of 148 countries and regions in the world.

"Go" the road of scale economy

Like Fujian Jinjiang and Guangzhou Dongguan, Zhejiang Wenling is one of the main production bases for shoes in China.

However, the former is dominated by large and medium-sized shoe enterprises, while the small and micro enterprises in Wenling are the majority.

It can be said that the private economy is the lifeblood of Taizhou, and the small and micro enterprises are the most basic and important cells.

As Sheng Jianyong, director of Zhejiang Zhuo Ling shoes industry Co., Ltd. said, "Wenling shoe industry is famous, not the credit of several big shoe factories, but the result of thousands of small workshop" polymerization "," they let the whole world know Wenling. "

A single spark can start a prairie fire.

The existence of small and micro shoe enterprises in Wenling highlights the scale effect, so that the footwear industry in Wenling can always maintain the advantage of low-cost competition.

Production, supply and sale, there are enterprises on every line. When the crisis comes, the probability of survival is great.

But with the accelerated pace of pformation and upgrading, Wenling footwear industry is inevitably facing a shuffle.

At the end of last year, more than 100 shoe factories went bankrupt, mostly small factories with poor product quality.

Zhejiang Taizhou inspection and Quarantine Bureau believes that this shuffle not only does not affect the production status of Wenling footwear industry, but is conducive to improving the overall quality of footwear industry.

Pan Kecheng, Secretary General of the Wenling shoe and leather industry association, said that the closure of these small family workshops is an unavoidable phenomenon in the development of the industry.

To win the position in the international market, the footwear industry in Wenling must expand its scale and take the road of scale economy.

Therefore, there is no sign of recession in Wenling footwear industry under heavy pressure.

According to the statistics of Taizhou Bureau, in 2011, 484 shoe enterprises in the area exported 37009 products, 450 million pairs, and 1 billion 485 million dollars worth of footwear products to 148 countries and regions, up 9.3%, 18.3% and 31.2%, respectively, and hit a record high in the number of export enterprises, export volume, quantity and amount.

"Walk" the road of brand upgrading

"

Without brand management, it will be eliminated in less than 5 years.

This sentence is from the mouth of Zhu Fude, chairman of Zhejiang fudelong Shoes Co., Ltd.

In Wenling, there are as many as more than 6000 shoemaking companies, but few have their own brands.

Most shoe companies are going through the middle and low end of the cheap product line. The profits of each pair of shoes are only about 2%, and some even have no profit.

Where does the shoe industry of Wenling lose its cost advantage? To this problem, the inspection and quarantine department, the shoe enterprise leader and the shoe and leather association give the same answer -- brand promotion is the only way.

When it comes to "brand", Zhu Fude opened his speech: "before I processed the brand factory, my shoes sold for 17 yuan, and he posted his brand and sold 30 yuan."

OEM and independent brand made Zhu Fude see the competitiveness of enterprises.

After a comprehensive survey of the footwear industry in Wenzhou and Fujian, Zhu Fude was very impressed: "some shoe makers in Fujian, like ABC and Anta, are almost the same as we are before, but now they are ahead of us.

Why? Because they know how to operate the brand. "

At the beginning of 2012, at the annual meeting of Wenling shoe leather association, the Taizhou bureau put forward that the OEM enterprises had no right to speak, and the quality was good, after all, they had to dress for others.

Taizhou Bureau believes that the creation of brand requires the renewal of the concept of the person in charge and the improvement of management level.

Taizhou Shilin shoes industry Co., Ltd.'s own brand passenger Lai Feng, product quality and cost-effective are good, but the export ratio is not high, and mostly concentrated in the Middle East and other low-end market.

The Taizhou Bureau conducted a "physical examination" for the enterprises, and found that the problems such as the cold sticky drying time and the temperature parameters needed to be optimized, the unreasonable process of the needle shop process, the confusion of the circulation, the difference between the product type of the independent brand and the target market demand, and accordingly issued 3 "optimization proposals".

This year 1~4 month, the company's exports amounted to 10 million 285 thousand U.S. dollars, an increase of 26% over the same period, of which the export of its own brand accounted for half of the country.

"Go" the way of scientific development

"Go panning for gold in emerging markets."

In recent years, the traditional export market in Europe and the United States is in a downturn, and the Taizhou bureau is in a timely position to encourage shoe enterprises to accelerate the pace of "going out".

According to Goldman Sachs, the famous investment institution, the BRICs will maintain more than 7% economic growth rate in 2012, much higher than the 1~2% growth rate of the developed economies.

At present, Russia has become an important emerging market of Taizhou's export footwear industry.

In 2011, Taizhou exported Russian footwear products to US $50 million 74 thousand, an increase of 47.96% over the same period last year.

Entering the Russian market, the shoe industry in Wenling has its own "unique secret" - setting up processing enterprises overseas.

More than 10 years ago, Li Chuanfa, a businessman in Taizhou, invested 20 million yuan to set up shoe factories in Egypt, and made research and processing in foreign countries.

Li Chuanfa, who had tasted the sweetness, set up a subsidiary in Russia in 2007 and successfully entered the local market.

According to the inspectors of Wenling Office of Taizhou Bureau, "grey customs clearance" has always existed in foreign countries, especially in Russia and other countries, and foreign shoes are hard to "go" in.

Some leading shoe manufacturers in Wenling can set up factories in Russia and Ukraine to achieve localization of products, which can avoid higher tariffs on finished products and effectively resist related trade barriers.

"Business model can be duplicated, but technological innovation is the foundation of sustainable development.

We will continue to guide enterprises to take the road of scale, innovation and brand, and continue to promote the development of the footwear industry in Wenling.

He Bin, director of the Taizhou Bureau, gave a talk about the true meaning of the pformation and upgrading of Wenling footwear industry.