"Heshan Shoe" Exports Suddenly Slump, Eager To Break The Situation

Heshan shoe enterprises are suffering from an unprecedented cold spell.

Recently, reporters learned from the Jiangmen customs that between May and May this year, 8 million 830 thousand pairs of shoes exported to Jiangmen were 25.7% lower than the same period last year (the same below), worth 38 million 180 thousand US dollars, down 16.7%.

It is understood that since last year, China's footwear industry has been troubled by many factors, such as rising costs, export tax rebates, trade barriers and so on, and footwear exports have dropped sharply.

Heshan, one of the most important footwear production areas in China, has also been hit hard.

Faced with all kinds of difficulties, in early June, the Heshan municipal government organized the industry to inspect the famous enterprises in Wenzhou, which impressed Wenzhou's footwear industry with a strong brand winning atmosphere. This contrast has stimulated the Heshan shoe industry to explore the brand's impulse.

In recent years, more than 10 shoe factories in Heshan have been closed down. Recently, the relevant departments in Heshan investigated the shoemaking industry. The results showed that the rapid growth of the footwear industry in Heshan was obviously slowing down. Last year, the industrial output value of the footwear industry above scale had a negative growth, and the production of many large enterprises has shrunk. A leading foreign enterprise has been reduced to more than 4000 from its peak, to 700 people.

According to the city shoe industry association, since the end of last year, more than 10 related shoe making enterprises have closed or closed down due to production and operation problems.

The increase of production cost is a major problem that puzzles the development of footwear industry in Heshan.

Some shoe traders in Heshan have reflected that in recent years, raw material prices, labor shortages, tight electricity supply and rising labor costs have followed the development of the footwear industry in Heshan into a high cost era.

At the same time, the continued appreciation of the renminbi, the export tax rebate rate reduction, frequent anti-dumping barriers and the implementation of the new labor contract law and other factors all made the shoe enterprises' survival pressure increase significantly.

Besides, the footwear industry in Heshan is also affected by its own factors.

According to press reports, over the years, the shoe industry has not paid much attention to independent innovation and brand cultivation. It has relied too much on low cost, low profit and extensive development with quantity, and a large number of shoe factories are engaged in OEM production. There are many family and small workshop enterprises, and the ability to resist risks and countermeasures are relatively weak.

Recently, in order to learn from advanced shoe enterprises and explore the way out for the development of shoemaking industry, Heshan group has gone to Wenzhou, China shoes capital, to investigate the famous shoemaking enterprises in Wenzhou.

In July 4th, the Heshan footwear industry development seminar held in Heshan City, Heshan shoe traders to Wenzhou issued a series of exclamation.

After going out, many shoe traders left a deep impression on the construction of Wenzhou shoe leather industrial park, enterprise scale, operation characteristics and brand strategy.

According to one shoe merchant, Wenzhou has a large scale, high output value, strong brand awareness, and a way to the world.

"Billboards on Provincial Highway and high speed road are full of famous trademarks in China and Chinese famous brand products everywhere.

However, once returned to Guangdong, the billboards were marked with provincial brands and brands, with a lower grade.

When you go to Heshan, you won't see any brand. "

The sharp contrast between the two makes the shoe maker deeply regrets the lack of local brands.

Some leaders in Heshan are also worried about the gap between Heshan and Wenzhou shoe enterprises. The head of the foreign trade and Economic Cooperation Bureau said that Wenzhou shoes enterprises have many well-known trademarks, and Heshan has only one well-known trademark, and the gap is obvious.

He believes that the inspiration of Wenzhou trip is that Wenzhou people create a market by adopting group development and anti risk ability. Doing a good job in corporate culture, creating a good working atmosphere and mobilizing the enthusiasm of employees is a good experience for Wenzhou shoe industry brand effect.

Are you thinking about whether you are satisfied with the status quo or changing? Also, some business owners do not agree with the way Heshan takes the brand.

A shoe business manager admitted in an interview with reporters that in recent years, the footwear industry in Heshan is indeed "making clothes for others", but most of them still live very well.

He believes that it is not yet known what effect the business owners will make to sacrifice their brand to take risks.

"Heshan enterprises in such conditions, survival is the first priority."

The owners said that the shoe manufacturers now face various difficulties and pose a great threat to the enterprises themselves. Therefore, Heshan shoe enterprises should put survival first and then seek development.

Although the shoe making enterprises in Heshan are OEM production, they have the core technology of independent R & D, and have a steady stream of OEM customers. Therefore, it is not bad to continue to "get married for others".

He believes that the brand will break down, but the product will not collapse, maintaining the status quo and practicing internal strength is the top priority.

However, other voices express a strong tendency to change. I hope that the footwear industry in Heshan will take advantage of the situation and move out of the road of its own brand.

An example of a shoe manufacturer in Heshan is that in May this year, Heshan returned the title of "Guangdong men's shoes production base", which marked the improvement of the Heshan footwear industry's influence and status.

Enterprises should take advantage of the trend and give full play to the leading role of "Guangdong men's shoes production base".

A few days ago, Ye Rongchao, vice mayor of Heshan, put forward a new train of thought in the interview: Vice President of the city of Heshan: the footwear enterprises in Heshan should unite to create the regional brand of "men's shoes in South Korea".

It is understood that Heshan shoe enterprises do their own brand before making OEM, but they have not formed a climate. Now they have to go back to the brand road.

Heshan economic and Trade Bureau, foreign trade and Economic Cooperation Bureau, industry and commerce, quality supervision, safety supervision and other departments also suggest that Heshan shoe enterprises should be innovative, innovative, and keep learning attitude instead of complacent and complacent.

There are hundreds of shoe factories in Heshan, and the scale is not small. The key is how we should unite and work together.

Ye Rongchao said, enterprises should establish a sense of overall situation, share this resource, and realize that one day, when talking about men's shoes in the whole country, they will think of Heshan. When it comes to Heshan, they will think of men's shoes.

"Producing such brand effect is not only a matter of benefit to the footwear industry, but a benefit to the whole of Heshan."

He said.