Weak brand operation capability and weak channel construction are the important obstacles restricting the transformation of enterprises.

Affected by many factors, such as the slow recovery of orders in the European and American shoe market, and the appreciation of the renminbi and the rising price of raw materials, Domestic shoe enterprises Once again faced with transformation.

Chen Zheyang, director of Dongguan Cheng Feng Machinery Co., Ltd., told the first financial daily that 10 years ago, with the transfer of Taiwan shoe enterprises to Dongguan, the company was basically a foreign shoe factory which was exported by OEM. Now there have been obvious changes, labor costs have risen rapidly, and workers have not been recruited. Many export shoe factories have accelerated their migration to the mainland and Southeast Asia, and the number of private shoe industry customers who are doing domestic sales has gradually increased. Now these two customer groups basically account for half of the total.

Zhu Yulun, chairman of the elegant Exhibition Service Co., Ltd., also said that according to his understanding, although the export of shoes products in Dongguan had a sudden increase in the first half of the year, it was mainly because the European and American customers had sold almost the same period of time. The order to replenish the order temporarily is likely to be a rebound rather than a reversal. The export prices of Dongguan shoes are still falling.

"The shoe market is changing, and the European and American markets are relatively saturated. emerging market The ASEAN market is growing rapidly, and the ASEAN market has doubled in the last one or two years. And China's domestic market is also very large. Europe and the United States consume 7~8 pairs of shoes per capita each year, while China has only 2.8~2.9 double. If the average annual per capita increase is one pair, it will increase by more than 1 billion 300 million pairs. Although it is difficult for small and medium-sized enterprises to expand domestic sales channels, it is still important to take this step. Zhu Yulun said. {page_break}

In Dongguan, there is a widely known sigh: more than 60% of the world's high-end shoes or shoes are from Dongguan, and light sports shoes account for 1/4 of the world's sports shoes. However, these enterprises encountered many difficulties when they turned to seize the domestic market. Dongguan shoe enterprises have been engaged in export sales for a long time. They lack experience in branding operation of domestic brands, and they do not know much about domestic sales channels. Moreover, export brands are not well-known in China, nor are they familiar with mainstream domestic sales channels. Among many Export to domestic sales In the enterprises, the weak ability of brand operation and the lack of channel construction are the important obstacles restricting the transformation of enterprises.

At present, the domestic market has basically been carved up by BELLE, Lining and other domestic brand shoe enterprises. China's export shoe enterprises are turning to domestic sales, not only to face these "strong enemies", but also to encounter fierce offensive launched by foreign brands. Portuguese shoe brand TATUAGGI enterprise official told reporters that due to the impact of the financial crisis, the European market in recent two years is not booming, so the company began to test the water market in China. Raw materials were imported from Italy and leather shoes made in Portugal. The wholesale price is 30~60 dollars, the price is not expensive, and the appreciation of the renminbi reduces the purchasing cost, which is relatively smooth in the Chinese market.

Qi Yaochang, chairman of Dongguan Yisheng shoe industry Co., Ltd., reflects that when exporting is going out of the container, it is very difficult for a store to sell several pairs and dozens of pairs a day, and the department stores are also very realistic. They do not give the brand cultivation period at all.

Chu Xiuqi, President of the Chinese Department Store Association, said in an interview with reporters that during the process of fieldwork in Dongguan, these export shoes factories had competitive advantages in manufacturing, independent design, research and development, but they were relatively weak in brands and channels. There is a difference between domestic and international styles, marketing methods and price. These export-oriented shoe companies need to identify the brand positioning and make corresponding adjustments to the production mode. The association is also advocating department store innovation, considering the export of some export oriented enterprises to avoid homogenization competition in the department stores.