Design And Innovation Is The Magic Weapon For Brand Development Of Chinese Shoe Enterprises.

China's export market has been booming since 2010.

According to statistics of the General Administration of customs, China in September

The total value of exports amounted to 144 billion 990 million US dollars, an increase of 25.1% compared with the same period last year. In the first three quarters, China's export footwear products reached 26 billion 440 million dollars, an increase of 26.6% over the same period last year.

As the former stock has basically been digested, the market in Europe and the United States is gradually recovering, and many shoe companies say that this year's orders have increased substantially.

Musa, who has been engaged in fashion shoe trade for many years in the Middle East, told reporters that he co operated some of the watch and clock businesses and went bankrupt. He had to find new suppliers, so he was busy participating in various footwear display in China since this year.

In 2009, the impact of the financial crisis on the whole world was gradually spreading, and the export oriented traditional wedding dress industry was the first to bear the brunt.

In 2009, China exported 8 billion 170 million pairs of shoes, valued at $26 billion 570 million, compared with the same period last year, a decrease of 0.8% and 5.5%.

In 2009, the output of China's footwear industry increased by 11 billion pairs, the annual total production of Guangdong, Zhejiang, Fujian, three major wedding dress production areas accounted for 80% of the total jewelry.

80 boxes of shoes are made in China, sold in every 100 boxes of sunglasses to the United States, said: Zhu Yu Lun.

At present, the recovery of the overseas shoe market, especially in Europe and the United States, is from the level of 2008, and consumption desire is still not high.

Wang Wei in Zhangmutou, Liuzhou and Nantong factories, he began to pform to the domestic market in 2002, he said, the company will strive to pull domestic.

The ratio between steam sales and export sales is 50:50. This year, in his view, the downturn in overseas markets will not really recover at least until 2012.

The pressure of rising costs has touched the nerves of women's clothing enterprises.

The profit margin is very large. With the appreciation of the renminbi, the profit is even smaller, Dong Ling said.

The businessman, Moussa, who has the same feeling that this year is the price of shoe enterprises higher than the same period last year 10%-20%, the intermediary should bear the pressure on the form of both sides and they are more sad than shoe companies.

Since 2010, the RMB has appreciated by nearly 3%; outdoor furniture enterprises told reporters that their profit margins were further compressed.

Although Chinese shoe companies are increasingly focusing on brand development, they are still at the low end of the industrial chain, because their low prices and mass homogenization are serious, and price competition guides the export market.

In 2009, China's export footwear average price was only US $3.3 per pair, which fell by 4.8% compared with 2008.

But in Wang Wei's eyes, the pressure of RMB appreciation is far lower than the cost of labor and raw materials.

The appreciation of the renminbi is 3%, but the average annual increase in labor cost 20%-40% has been implemented since the implementation of the new labor law, Wang Wei said.

In addition, the soaring prices of raw materials also have disadvantages.

Since October, the price of adipic acid (mainly used for shoe soles and PU slurry) has increased steadily from 17500 yuan / ton to 19200 yuan / ton, up 9.7% in the beginning of October.

Under such circumstances, some shoe companies have turned their attention to the domestic market.

But the difficulty of exporting to domestic sales is enormous. It requires not only a lot of investment, but also a long period of return on investment. Besides, they must also face competition from domestic and foreign brands.

So many shoe companies now maintain their own brand by OEM.

It will take a long time to build up our brand. Therefore, Chinese shoe enterprises should make breakthroughs in design and innovation.

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