China's Leather Goods Industry Has Entered A Stage Of Adjustment With Reduced Profit Margins.

Li Yuzhong, vice chairman of China Leather Association, took part in the 2008 bag industry forum, and delivered a speech on the economic operation, problems and Countermeasures of China's luggage industry.

The leather luggage industry is an important part of China's leather industry. In 2007, the enterprises above the scale of the luggage industry realized industrial output value of 66 billion 800 million yuan, accounting for 15% of the leather industry, and the luggage industry exported 12 billion 940 million US dollars, accounting for 34% of the leather industry.

After a number oriented development stage, the luggage and bag industry will inevitably enter the development stage of quality and efficiency, that is, the development mode from rough development to quality and efficiency.

Today, we are here to convene a seminar on the development model of luggage and bag industrial bases, which is necessary, timely and important.

Today, I am entrusted by the vice chairman of China Light Industry Federation and honorary president of China Leather Association, Xu Yongzhi, to give a short speech on behalf of China Leather Association.

The economic performance of luggage industry is characterized by the rapid growth of the luggage and bag industry in 2007.

In 2007, China's travel products and bags exported 10 billion 820 million US dollars, an increase of 24% over the previous year, up 5 percentage points over the previous year, and imports of US $350 million, an increase of 51% over the previous year, an increase of 7 percentage points over the previous year.

In 2007, the import rate of leather goods imports increased by 21 percentage points faster than that of exports. The average import and export price of luggage and bags increased, the unit price of imports was much higher than that of import units, and export concentration was not high, and the first place remained the United States.

In 2007, the total industrial output value of China's luggage industry above designated size was 66 billion 800 million yuan, an increase of 28% over the same period, an acceleration of 9 percentage points, and 840 million production of natural leather bags, an increase of 26% over the previous year and an acceleration of 20 percentage points.

The problems facing the leather industry now lie in three main aspects: the continuous increase in product costs and the reduction of profit margins, especially the full implementation of the new labor contract law, bringing leather goods enterprises into adjustment stage. The neighboring countries have increased investment and intensified international competition. More and more countries and regions such as India, Pakistan, Thailand and other Southeast Asian and South Asian countries have increased investment and investment in leather processing, competing for the market, increasing competition, serious shortage of talents, and no prominent brand effect.

The development trend of leather industry predicts that the production and export of China's leather products, especially luggage products, will continue to maintain a relatively high growth in 2008, but the benefits will decline. The leather products industry in Guangdong Province, which is mainly made up of other industries, is facing the most pressing pressure on structural adjustment and product upgrading. Leather production and processing have emerged from the eastern coastal areas to the mainland or neighboring countries. The leading enterprises' listing and domestic market brand are in the process of brewing, and the competition in the domestic market will become more intense.

In the leather goods industry, export profits are getting lower and lower, and more enterprises are ready to turn to domestic sales. Some leading export enterprises with larger scale and stronger economic strength are increasing domestic market research, carrying out brand packaging and preparing to open up the domestic market.

The strategy of creating brand in China's luggage enterprises will ask how to create brand. Next, I will summarize our strategy of building a brand in China's luggage enterprises.

Accurate market and brand positioning.

The accurate positioning of brand is to set a clear goal for your enterprise to create brand. The enterprise can collect and allocate effective resources, and design ways and measures to create brand.

BELLE, the leading enterprise in footwear industry, has made the first shoe brand in China in a short span of fifteen years. Its brand has six sub brands, each brand positioning is very clear and accurate.

Successful CIS design.

The implementation of brand building projects in enterprises should start with the successful design of CIS (companyidentitysystem).

The main function of CIS is to mobilize the initiative of enterprise staff through the standardized management of enterprises, so that all functional departments of the enterprise can operate and operate effectively, and establish a good image of the enterprise through the recognition and concern of the public.

Pay attention to product quality.

The quality of enterprises is the foundation for the survival of enterprises and the cornerstone of the success of brand enterprises.

Without quality, all brand work is a castle in the air.

The quality level of luggage enterprises has improved rapidly.

Guangdong's crown, successful leather products, Fujian's Paul lander, Zhejiang's rookie, Amy and other key enterprises have stable product quality.

Sustained technological innovation.

Brand is full of vitality when product innovation and keeps developing.

Brand names do not have lifelong tenure. Brand enterprises must constantly innovate in technology to maintain their brand value and maintain their market share.

Unique personality charm.

The unique personality charm, giving the brand unique personality, is to make the product unique in style and take the road of differential development.

Don't be similar to popular products. The unique meaning is to stand out and stand out.

Improve effective sales system.

According to the positioning of products, the product sales system is established and improved. The sales network is the platform for the brand enterprises to occupy the market. Throughout the leather industry and the leather industry, one of the common characteristics of its successful brand is effective and powerful sales system.

Brand promotion.

Brand publicity is a booster for enterprises to create brands. Enterprises should set up publicity plans scientifically and rationally in creating brands, and Anta, AOKANG and other brands in shoe making industry have successfully promoted the popularity of brands by means of propaganda.

Effective service system and team building.

A well-known brand is the result of the joint efforts of a creative team. Without a good team, there will be no good brand.

The effective service system of products is the incubator of product reputation. Without effective service system, the satisfaction of consumers can not be promoted very well.