Italy Small And Medium Shoe Enterprises Have A Good Momentum Of Development.

With the acceleration of market economy and the deepening of economic restructuring, small and medium-sized enterprises have gradually become an important force in China's economic development. In China, more than 800 SMEs have accounted for a considerable proportion of SMEs, creating more than 50% of GDP.

Nevertheless, most SMEs still have some inherent weaknesses.

Under the superposition of multiple negative factors, China's export enterprises suffered unprecedented blow in 2008, and some small and medium-sized enterprises' export orders declined sharply, or even went bankrupt and closed down.

Because of the spread of the subprime mortgage crisis in the United States, the whole European economy has also entered a recession rapidly. Many European countries are facing similar difficulties in the export of Chinese SMEs.

However, Italy's export enterprises are unique. There is no such tragic sight. Under the condition of global economic depression, Italy's exports still maintain a good momentum of development. Remarkable achievements have been made in the three key industries of machinery, textile and decoration, and a large number of international orders have been achieved.

According to customs statistics, Italy's exports to the US fashion products increased rapidly. In the first half of this year, exports to the US reached US $3 billion, of which footwear products accounted for us $600 million.

According to the prediction of relevant trade associations, by the year 2012, Italy's export to us shoes will increase by 20.1% compared with 2007, reaching the retail scale of US $75 billion 200 million.

Italy has become the fifth largest country to export footwear to the United States after China, Vietnam, Brazil and Indonesia.

The average export price of Italy shoes ranks first, with an average export price of $55.47 for each pair of shoes.

As we all know, Italy is known as "the kingdom of small and medium-sized enterprises". It is also a small and medium-sized enterprise. Why is Italy not suffering from the dilemma of similar Chinese enterprises?

Through the investigation of the heads of some small and medium-sized enterprises in Italy, we can see the success of Italy's small and medium-sized enterprises.

To maintain brand image, Italy SMEs pay special attention to product quality, maintain brand image and create international brand.

These enterprises are good at developing the absolute loyalty of customers to their products, cultivating the exquisite, unique, beautiful and practical reputation of "made in Italy", such as Versace, GUCCI, Luis Weedon, para and so on.

These top world clothing brands occupy 30% of the global high-end clothing market.

Mike Porter, Professor of world management, Harvard University business school in his famous book "national competitive strategy" has used a very long picture to describe the success story of the international top ceramic tile, the Modena szoro tile, which is the first choice of European Central and local governments, parliaments, big companies, rich people and Arabia nobility.

According to the person in charge of the company, not only the grandparents would choose their products, but also the grandparents, the fathers, the grandchildren and so on. The following generations will do so. The selection of the tile of the origin brand has become a benchmark for measuring the comprehensive competitiveness.

Sometimes, due to the high quality and the increased investment in technology, the company will lose money in a short time, but it guarantees the loyalty of customers, a continuous stream of orders and a significant increase in customer base. As the price of the ceramic tile is very high, it guarantees its huge profit margin.

"At the very least, we must earn money from several generations" if we do not make money and earn money, which has become the strategic management objective of the enterprise.

According to the reception staff of balsamic black vinegar in Modena, which sells well in Europe, the profit margins of a bottle of black vinegar are only a fraction of the euro in order to ensure a win-win situation in terms of product quality and sales performance.

But this product sells well in almost the whole Emilia Romagna area. Modena province is even more difficult to spread and spread to Italy, southern Europe and even Europe as a whole.

The number of consumers is enough to make the bosses of many enterprises that produce the brand "sleep every day even wondering how to find a more respectable reason to reject a portion of orders", because trucks that pull goods at the warehouse door have been queuing up for a long time.

Italy small and medium-sized enterprises give full play to the strength of "small boats and good turn around", aiming at the research and development, production process, technical level, marketing means and after-sales service of enterprises, so long as they can and can change, they will think about how to change to adapt to the changing situation in the international and domestic markets.

It is the only rule of "survival of the fittest" to "survive in change". In fact, this is the real institutional innovation.

For example, Milan and Turin in Italy are the center of the world furniture design, manufacture, sale and display. The SME's business philosophy is: "not to follow fashion, but to create fashion."

They have created and formed a complete set of modern furniture industrialization system integrating all production links. They are extremely concerned about the trend of design innovation and guiding the direction of international furniture design and consumption, so that Italy has been in the ranks of global furniture power.

Another manifestation of Italy enterprises' "small boats and good turn around" is that the internal trade unions of the Italian small and medium-sized enterprises have a very strong self-regulation function.

According to the labor law of the Italy, enterprises with more than 15 employees must set up trade unions, and trade unions will directly link up with trade unions.

Coupled with the timely communication and negotiation between the internal trade unions and employers and employees regularly, and because of the small and medium-sized enterprises, the small scale, the small number of employees and the convenience of communication, they quickly eliminated many unnecessary labor conflicts and stopped production strikes.

In this way, the "shock absorber" function of the trade union is maximized. Although the enterprise has increased the cost of the trade union operation, it has finally reduced a large number of internal friction and paction costs, thus improving the overall business efficiency of the enterprise.

It is a good idea for Italy's small and medium-sized enterprises to join the "group army" to join the international market.

The consortium approach based on credit is generally adopted by small and medium-sized enterprises in Italy.

For example, the consortium of exportation in Lazio, Italy, founded in 1986, was jointly organized by the same industry to explore the international market and help SMEs in this region go abroad together.

The consortium mainly provides import and export business in related industries, as well as laws, regulations and information in the international market.

Because unification is carried out by one channel, the price of products is unified, so that small and medium-sized enterprises can avoid vicious price cuts.

When importing raw materials, the price of imported raw materials will be reduced a lot, and the production costs of small and medium-sized enterprises will be reduced as a result of unified procurement through one channel.

Italy's small and medium-sized enterprises have also formed a network operation to jointly cope with market risks.

For example, Lombardia has 16 industrial clusters, about 800000 small and medium-sized enterprises, and all kinds of enterprises help each other on the basis of division of labor and cooperation.

Division of labor enables enterprises to improve their professional ability, and cooperation can enable enterprises to share resources and achieve mutual benefit.

These small and medium-sized enterprises are in an industrial chain, because they are coexist and die together, so that they will work together to "double the oars".

Although small and medium-sized enterprises in Italy have all the characteristics of "small size" of all small and medium-sized enterprises, but by practicing hard work, focusing on brand quality and exploiting potentials, they have made systematic innovations, and strengthened their strengths and circumvent weaknesses. They have found a way of "longevity" which is suitable for their development and Italy characteristics.

Such survival is also worth learning from Chinese enterprises, especially in the face of rapid changes in the internal and external environment such as the global financial crisis.

Yang Jing: editor in charge