The European Union has issued new regulations recently. The new law requires that DEHP (two hexyl hexoic acid two hexyl ester), DBP (dibutyl phthalate) and BBP (o-phenyl two formic acid butyl phenyl ester) will be restricted to PVC materials used in export shoes and other products. The corresponding DINP (two ISO nonyl ester of o-phenyl two formic acid), DIDP (two benzene two isodecyl ortho benzene) and DNOP (two phenyl octyl two carboxylate) can not exceed 0.1%. The introduction of the new standard has a far-reaching impact on the export of traditional footwear such as our country. It can be imagined that this export to domestic footwear and other daily necessities will be faced with severe challenges.

Take Jinjiang shoe capital as an example, the newly issued restriction law has spread to the export of Jinjiang shoes products. More than 80% of Jinjiang shoe enterprises are OEM enterprises, and most of them are exported to Europe and the United States. Under the pressure of the European Union market and so on, it is now facing the dilemma of halting production, shutting down production and closing down, and even many small and medium-sized enterprises have been closed. However, the vast majority of shoe enterprises know the new EU directive, but the understanding of the new directive stays on the superficial level. Most companies fail to make a positive response. Most of them are passive.

As we all know, China is a big exporter of traditional manufacturing industries. Export oriented enterprises exporting to the EU mainly rely on OEM processing. They have few independent brands, innovative and R & D capabilities, weak ability to resist risks, and high dependence on customers. Experts have suggested that we should not always do OEM or OEM. We should actively take the initiative from the following points in the whole value chain curve.

First of all, export oriented footwear enterprises should strengthen investment in product development, that is, actively expand the advanced technology and equipment to meet the requirements of the international market for export products, establish the correct sense of technological research and development, pay attention to the detection of various chemical components, optimize the structure of import and export products, and improve the competitiveness of products. Secondly, shoe enterprises should constantly strengthen the feasibility study of various international standards in China, promote balanced development, and promote the transformation of foreign trade development from scale to quality and efficiency, from exogenous motivation to endogenous power transformation, and synchronize with the world, and will not encounter "technical barriers" repeatedly in the export field. Finally, we should speed up the market development, vigorously develop new markets, adhere to the market diversification strategy, maintain steady growth of foreign trade, transform from market breadth to market depth, transform from low-end elements to high-end elements, and continuously improve the quality and efficiency of foreign trade.

Admittedly, the EU's new restrictions are a warning for Chinese shoe companies to accelerate technological innovation and transformation and upgrading. It can be imagined that Chinese shoe enterprises should face the new standards. We must attach great importance to the transformation and upgrading signals behind the technical barriers, and speed up the upgrading of products and industries.