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Fujian Shoe Enterprises Switch To New Overseas Markets

2009/1/7 0:00:00 50

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According to the foreign trade department of Fujian Province, in the first half of 2008, the total number of newly approved foreign direct investment enterprises in Fujian province was 80, the total investment amount was 229 million USD, and the actual investment amount of China was 183 million US dollars, up 129%, 50% and 206% respectively over the same period last year, and three indexes all reached the highest level in history.

At present, more than 300 enterprises in Fujian have established foreign trade outlets in Hongkong and other places. Nearly half of the overseas private enterprises are engaged in the development of trade and services.

As of the first half of 2008, there were 486 private overseas enterprises approved and approved by Fujian, accounting for nearly 71.5% of the total number of approved enterprises, and the total foreign direct investment reached 490 million US dollars.

In 2008,

financial crisis

Affecting the world, textiles and clothing,

footwear industry

The export situation of bags and other industries is rather grim.

In the domestic market, the pformation of foreign trade enterprises,

Domestic brand

Sales network expansion, competition is more intense.

Therefore, "going out" has become the only choice for some enterprises.

Like the "diversification strategy", many Fujian enterprises have put forward the "internationalization strategy" in recent years, and began to step out of the country and plan for overseas expansion.

According to the Fujian Provincial Department of foreign trade and economic cooperation, Fujian enterprises abroad

Investment

The main form is to set up a overseas trading company with trade as its guide, or set up direct selling channels such as chain stores, brand stores, etc., to grasp the sales channels and value added links, and to enhance the competitiveness of the international market.

At the same time, overseas processing and trade in overseas production and processing to drive the export of raw materials and equipment in the province has also become the mainstream way for overseas investment of private enterprises in Fujian. More than 150 private enterprises in Fujian have set up overseas processing trade enterprises, involving textiles, clothing, building materials, etc.

Gym shoes

In the field of edible fungi and other fields, we export large quantities of raw materials and semi finished products annually.

According to statistics, in 2007, Fujian invested 219 million US dollars in foreign investment, an increase of 27% over the same period last year, of which China's investment amounted to US $136 million, an increase of 56% over the same period last year.

Look at the global spring enterprises plan

Overseas expansion

●

In sports Quanzhou, Fujian, in March this year, PEAK first launched the "global order meeting" banner in the "2008 autumn and winter new product conference and order meeting", upgrading the order range from the whole country to the whole world.

At the order meeting, PEAK invited more than 40 distributors from dozens of major countries in Asia, Europe, Oceania and the Americas in addition to inviting past domestic agents and distributors.

As one of the earliest strategic enterprises to launch "brand internationalization" in China, PEAK sponsored the European Basketball League and Australia basketball team earlier.

PEAK has basically completed the network laying of the main markets in Asia, Europe, South America and Oceania, according to the person in charge.

In the apparel industry, many brands of clothing are testing the overseas market as they stand firm in the domestic market.

At the beginning of 2007, Li Lang represented China's men's clothing for the first time on the stage of Milan international fashion week, and took the first step of brand internationalization.

At the end of last year, the purpose of the Taiwan tour was sponsored by nine Mu Wang, who was preparing to open a store in Taiwan.

Earlier, Green's children's wear brand in Quanzhou began to build stores in Saudi Arabia, Russia and Turkey.

The establishment of exclusive stores abroad means that Quanzhou enterprises are already exporting brand names, which is hard to imagine in the past.

Take shoes as an example. In the past, Quanzhou shoes used to go abroad for a long time in the wholesale market, and at the terminal, they entered warehouses or reduced fleas market stalls.

But over the past two years, with the continuous development of brand awareness in Quanzhou enterprises, more and more enterprises have chosen to build their own channels in overseas markets.

　　●成本上漲海外建生產(chǎn)基地●

Jinjiang Guo Hui

footwear industry

A few years ago, the factory was set up in Vietnam and worked with local distributors to produce Kuwait's brand shoes.

It is understood that Guo Hui currently has 4 shoe making lines in Vietnam.

With the help of cheaper local labor force and preferential policies supported by local governments, the new production base has a certain cost advantage compared to the domestic shoemaking enterprises.

Quanzhou Baofeng

footwear industry

The plan for overseas construction of the company is under way. Last year, it went to Philippines, Vietnam and Indonesia to investigate overseas factories.

The reporter has learned that the Quanzhou sports brand, which has opened up the market in Southeast Asia in the form of exclusive stores, has Anta, XTEP, Hongxing Erke, Ali 361 degrees and so on. In the Southeast Asian market, XTEP has developed rapidly, and has opened stores in Malaysia, Thailand, Singapore and other places, and has drawn up brand advertising programs in Malaysia and other countries.

This year, XTEP will increase its brand promotion efforts in Singapore, London and New York, and encourage powerful distributors to go abroad and bring XTEP to the whole world.

Southeast Asia is also the main market for Anta brand to expand overseas. At present, Anta has stores in Philippines, Singapore and other places.

It is revealed that in the future, Anta will open more branches in Southeast Asian countries.

The Southeast Asian market has also attracted official attention and is becoming the driving force for enterprises to enter Southeast Asia.

In April 2008, the Jinjiang authorities organized a trip to Southeast Asia, including 10 enterprises such as Heng, seven wolves and Xun Xing. They went to Kampuchea, Thailand and India to investigate the investment environment.

According to the analysis, the hope of the relevant parties is to use this as a "springboard" to take all the foreign trade and economic cooperation modes that are in or out of the country, and to set up overseas processing plants matching local industries, so that both external resources and trade barriers can be avoided.

When it comes to choosing the Southeast Asian market, the heads of many Quanzhou enterprises have expressed a consistent view.

They believe that Quanzhou is a famous hometown of overseas Chinese. The early stage of Quanzhou's private economy is also dependent on overseas Chinese capital. Most of them are from Southeast Asia.

Owning a large number of overseas Chinese resources is the reason why Quanzhou enterprises first choose Southeast Asia. With the help of local overseas Chinese, it is conducive to the rapid opening of Jinjiang brand.

　　●人才仍是國際化的關(guān)鍵●

Internationalization strategy has more and more significance for many springs enterprises.

When Anta put forward the internationalization strategy of "deep plowing China, layout Asia Pacific and looking global", it said that by 2010, sales in overseas markets will account for 10% of Anta's total sales.

　　不過，對于到海外建設(shè)生產(chǎn)基地，一些企業(yè)老板也坦言沒有做好準(zhǔn)備?！爱?dāng)?shù)氐恼攮h(huán)境不太熟悉，而且在中國有效的管理辦法，到外面不一定行得通?！币环b企業(yè)人士說，雖然海外的確在勞動力、土地等方面具有比較優(yōu)勢，但在勞動效率方面并不一定很高，所以不會貿(mào)然嘗試。業(yè)內(nèi)人士分析指出，國際品牌進入中國市場，首先要面臨一系列的本土化問題。其中，人才本土化成為第一要害。

一些人士認(rèn)為，人才缺乏將是目前泉州品牌海外拓展的最大難題。此外，產(chǎn)品如何適應(yīng)當(dāng)?shù)厥袌?，把品牌的塑造“本土化”也是一個問題。有分析人士就指出，泉州企業(yè)的國際化，必須擁有國際化的管理、國際化的人才和國際化的產(chǎn)品。而對于品牌企業(yè)來說，先實現(xiàn)國內(nèi)市場的國際化，才能夠談國際化的問題。

Editor: vivi