The 7 Big Wenzhou Shoes Also Fall Behind The Wuhan Wenzhou Brand To Welcome The Storm.

In order to open up the market, Wenzhou shoe enterprises show their magic power.

Kangnai will produce a shoe last database for 100 famous figures at home and abroad. The picture is signed by Chen Kun and Chen Zihan on his shoe last.

It was the salty signal of the sea before the storm came.

Last Friday, six, and three days, Wenzhou's most famous shoe brands Kangnai, AOKANG and red dragonfly coincidentally Rang "war drums". They promoted new products, paved the Internet, and sold new products.

Welcome the storm of shoe industry with flowers, beauties, and color cannon.

China's ten largest shoe king, six in Wenzhou, so Wenzhou shoe enterprises can be called China's footwear industry vane.

Faced with the news of the massive withdrawal and closure of Wenzhou shoe enterprises in the short term, the reporter made a special trip to Wenzhou to investigate.

The streets of Wenzhou are still bustling, and many shoe stores are closing the doors.

"The winter of Wenzhou footwear industry has come, and after the new year, more than 70 enterprises have been shut down."

Xie Rongfang, executive vice president and Secretary General of the Wenzhou shoe leather industry association, said that in fact, enterprises that shut down or switch to production may be far more than this number, because the opening ceremony is to talk about the salute, but the closure is mostly carried out quietly.

More companies are still struggling.

Not long ago, 7 cricket kings and other Wenzhou brand shoes quietly withdrew from the Wuhan market, because almost simultaneous action, caused a great shock.

It is understood that these 7 from the Wuhan market retreat, all are "national inspection free products", of which two are "Chinese leather shoes" level of Wenzhou shoes.

In 2001, during the heyday of prosperity, Wenzhou had more than 5000 shoe companies, and half of them have disappeared.

All industry insiders also feel that Wenzhou may end up with only a few shoemaking enterprises.

Where are the future directions of many small and medium shoe enterprises?

It is impossible to achieve instant success in a short period of time. Enterprises that focus on immediate interests are uncertain at the moment, and businesses who are accustomed to pay for the future are waiting to enjoy the harvest after the storm.

Many shoe enterprises are suffering from internal and external pains. Wuhan is an important footwear distributing center in China. Wenzhou's shoes enterprises, which are mainly domestic trade, will take the place.

"Two or three years ago, a few brands of shoes in Wenzhou were quite cattle, and the annual sales reached 30 million ~5000 yuan."

A head of the company returned from Wuhan said that the position is now unable to stand, and the cost pressure is too great.

Many factors, such as rising prices of raw materials, rising labor costs, recruitment difficulties, energy problems and adjustment of export tax rebate policy, are squeezing the profits of enterprises, which have brought tremendous pressure to survival for Wenzhou shoe enterprises.

Internal and external troubles, many enterprises choose to stop.

It is not easy to sell the domestic market. It is not easy to interview Mr. Li by cash. He is just watching from the shoe market. Maybe his choice is wise.

In 1999, Mr. Li opened an export oriented shoe enterprise. The situation was good in the first few years. Although he was constantly dumping cigarettes, he was lucky.

Over the past few years, the profits of shoemaking enterprises have been getting thinner and thinner. Last year, the appreciation of RMB, the export tax rebate and the pressure of overall tightening of loans made the export shoe enterprises suffer a heavy blow.

"The practice of international trade is settled in US dollars, and foreign businessmen sign contracts with the enterprises in US dollars, and the enterprises regardless of raw material purchase or production and processing are all calculated in Renminbi."

Mr. Li made an analogy to reporters. The same $5 shoe, which could have been exchanged for more than 40 yuan before, has now turned to 37 yuan or so, which has lost nearly 10% of its net profit. The export tax rebate has lowered 2 points, which has repeatedly compressed the export shoe enterprises' profits, while the national macro-control policy is intensive, the cost pressure of the enterprises has increased significantly, and the comprehensive cost has increased by more than 10%.

"I also tried to do domestic sales, but competition was also white hot."

Mr. Li said that the marketing network and brand awareness needed by the domestic market is a new challenge for the export enterprises.

There is no market in the market, spring wear dance, but the spring shoe market does not bring a trace of vitality to the footwear market.

The market has verified that Wang Zhongqiang, chairman of the company, said: there is demand in the market, but shoes can not be made.

Shoemaking enterprises are labor-intensive enterprises. There are many shoe companies in Wenzhou, and the skilled workers are limited. Usually you are fighting for me. Now the cost is rising again and again.

According to the Wenzhou Shoe Leather Industry Association survey, this year, most of the Wenzhou shoe factory workers did not recruit, or novice many, production simply can not keep up.

The pressure of enterprises has been very large. Nowadays, this market is out of stock and has become the last straw to crush camels.

An industry insider revealed that not only Wenzhou was missing, but also the factories of Guangzhou, Chengdu and other places for the Wenzhou shoes OEM processing were also facing the same problem. A Wenzhou "China real leather shoes king" enterprise, in November last year, Guangzhou shoe orders under the Guangzhou, shoes have not been made yet.

"Did BELLE find you?"

Last May, the news of the listing of BELLE shoes made the bosses of Wenzhou shoemaking enterprises tighten up.

BELLE has acquired a direct impact on Wenzhou shoe enterprises by buying assets of Sunda group under 1 billion 600 million yuan. The Wenzhou brand is famous for its men's shoes, and BELLE is the leader of the men's shoes.

"AOKANG doesn't cooperate with GEOX, GEOX shoes are on sale. I heard it's a good deal. Now I don't know if I have to buy it."

On a taxi in Wenzhou, the reporter heard a girl who was Carsharing together on the phone.

Verified by reporters, in March 15th, GEOX had already withdrawn from Wenzhou's intime department store. The relationship between AOKANG and Italy GEOX brand sales in China has ended. AOKANG has acquired another famous brand in Italy, Wanli Wade global brand management rights, and the brand's global marketing is all run by AOKANG.

BELLE's acquisition of GEOX China sales agent has also been confirmed by Mr. Lee, BELLE's marketing department. He told reporters that they are planning a new marketing network for GEOX.

"Did BELLE look for you?"

This sentence has become the common phrase of Wenzhou shoe enterprises boss to greet each other at the moment.

According to people familiar with the matter, Wenzhou, Kangnai, AOKANG and other famous brands have received BELLE's "merger order", but they have refused.

"The integration of industries has begun, and Wenzhou shoe enterprises will face the threat of takeover."

A large shoe manufacturer in Wenzhou said that a series of operations after BELLE's listing showed that the big shoe companies had to face the pressure of BELLE's strong expansion.

The intention of BELLE's acquisition shows that it is trying to expand to the two or three tier cities nationwide, which will become a "heart disease" for many brand shoe companies.

The leader of the company has the obvious idea of "conspiracy strategy", which is "high cost and low profit", which is the survival pressure for all shoe enterprises.

Xie Rongfang, Secretary General of Wenzhou shoe and leather industry association, worries that, especially the export oriented enterprises, the pressure of the back is suffering from the unprecedented pressure of "high and low".

"Challenges are always accompanied by opportunities, and they are under great pressure, but we also see opportunities for the future."

Zheng Laili, vice president of Kangnai group, is still cheerful. "At the end of last year, we wanted to expand our factory because of pushing the new style of Shu Shi series this year. The result is very difficult to find, the rent is very expensive, and generally it is 16 yuan per square meter.

But recently, many places are free, and the rent is also cheap, which is enough for 14 yuan per square metre.

"Take a positive attitude towards difficulties and regard it as a new opportunity.

Enterprises can adjust their product structure, quality and competition strategy, and the whole industry will also greatly improve.

According to Xie Rongfang analysis, Wenzhou shoe enterprises under the predicament should be calm in the face of their own enterprise status. Enterprises with a certain foundation and scale should work hard in the aspects of internal management, product quality, R & D design and process flow. They should pay attention to their own competitiveness and develop to the regulatory model enterprises, so that the whole industry can form a production system based on large and medium sized enterprises and small and medium-sized enterprises.

Wenzhou shoe enterprises should adjust their growth mode relying on export driven industrial development, strive to expand diversified international markets, avoid excessive concentration of export areas, and reduce the risk of export trade.

Enterprises should go out in various ways, integrate into the world leather industry chain, and create a win-win cooperation mode.

With quality support in Wenzhou, the quality of Kangnai, the terminal of red dragonfly, and the marketing of AOKANG are all enjoyed by people.

There is a law in the market: all the products that just come out are of excellent quality, so that they will be overdone.

Wenzhou people are famous for their speed, but market research is weak.

"We are looking for weaknesses."

Zheng Laili, vice president of Kangnai group, said that the newly launched spring shoes "dynamic Shu Shi series" had studied for more than 1 years, and the technology of shoes shockproof and anti-skid has reached the international advanced level. "We are very emboldened because we have done a lot of work on shoes."

Compared with Austrian Kang Wang Zhen Tao and red dragonfly Qian Jinbo, Kangnai's boss Zheng Xiukang does not seem to be good at promoting his brand on various occasions, but Kangnai is quietly concerned about the comfort of shoes.

When AOKANG and red dragonfly began to spin off to the clothing industry, Kangnai is still studying shoes.

"Shoes are not appropriate, only their feet know."

In 2004, Kangnai invested 10 million yuan to provide technical support from the world authority shoe research organization SATRA, and set up a world-class footwear laboratory in accordance with SATRA standard in China.

Every year, Kangnai spends at least 30 million yuan on scientific research.

At the end of last year, Kangnai was the first to win the national quality award.

Speaking with quality, the bottom is natural.

"From the original design, raw materials, manufacturing, sales line is done by themselves, this year we also hope that through industry adjustment, integration of some resources."

Zheng Laili said.

But Xie Rongfang is worried that the personality of Wenzhou enterprises is their own work. It may not be easy to integrate, but if the market continues to languish, the opportunities for these big enterprises are not.

Integrating resources and reducing costs is a step forward in integrating resources.

Last Sunday, 5 Hangzhou Red Dragonfly built GT integrated store and opened.

The terminal of red dragonfly is famous in the industry, and there are more than 400 stores in the country.

But the rate of 20% rising rent will make Qian Jinbo no longer proud of the terminal layout.

Although there is little export pressure, the rise of domestic costs also makes red dragonflies a great pressure.

Qian Jinbo thought of a good idea to integrate the Red Dragonfly's men's shoes, men's and women's clothing, men's and women's bags, children's shoes, children's clothing, ornaments and so on. Through space design, it turned into a comprehensive store.

The Red Dragonfly store is more abundant, and it can increase the output of single store.

More importantly, the average rent can be reduced by 15%.

AOKANG also thought of resource integration. In March 20th, AOKANG launched the "1+N" chain mode and zero risk agency mode in the Pan Pearl River Delta region.

The meaning of "1+N" means that "1" stands for flagship space or single brand flagship store, and "N" stands for multiple stores.

The image point is "WAL-MART + KFC" mode.

The image analogy of Wang Zhenquan, vice president of AOKANG group, is refreshing.

In February 23rd this year, the largest footwear store in Wenzhou, AOKANG limingpin space shoe store, was launched. The store has an area of more than 1000 square meters, and the 5 shoe brand products and AOKANG leather products of AOKANG, Kanglong, beautiful beauty, red Firebird and wanwade appear in the same store. The integration of resources reduces the cost and the effect is good. So Wang Zhentao decided to go all out.

Listing, let the enterprise go farther. "We now have more products, clothing is to invite others to do OEM processing."

Qian Jinbo said that to go faster and further, we must learn to integrate resources, including capital.

Many shoe companies are crying out for listing. Qian Jinbo, the red dragonfly, has already started.

In order to avoid the old way of CHINT listing, Jin Bo has set up a new company, Zhejiang Red Dragonfly Footwear Co., Ltd. in the second half of last year, and now has invited brokerages to do counseling.

Qian Jinbo's appetite is not small. He will be listed on the main board of Shanghai in 3 years.

"Listing has become a demand."

Xie Rongfang said that after the listing of BELLE, the tide of mergers and acquisitions has attracted the attention of Wenzhou shoe enterprises. We should speed up the capital management of Wenzhou shoes and enhance the international competitiveness.

Not using capital markets to expand their strength is doomed to fail to reach the top level.