August 8th, throughout the Chinese footwear market, after rapid development in recent years and government support, China has gradually developed into the world's largest footwear production base. Whether it is production or export volume, it occupies a dominant position in the international footwear industry, and is firmly in the middle of the global shoe market. Most of China's footwear industry is concentrated in Wenzhou, Zhejiang and other places, among which Wenzhou footwear industry is most famous.

With the continuous improvement of the industrial chain and market structure in some areas of China, the footwear industry has gradually played a dominant role in clustering, forming four major characteristics: first, the Guangdong footwear industry base represented by Guangzhou, Dongguan, Huidong and other places, mainly producing high and medium class shoes; the two is the Zhejiang shoe base represented by Wenzhou, Taizhou and other places, mainly the production of medium and low grade shoes; the three is the western footwear industry base represented by Chengdu and Chongqing, mainly producing women's shoes; four is the footwear production base represented by Fujian, Fujian and other places, mainly producing sports shoes. Today we focus on the footwear market of the next Wenzhou enterprises.

　 Shoe enterprises suffer from internal and external dangers

Wenzhou, as an important production base of China's footwear industry, has gathered many leaders of the shoe industry in China. Among the ten big shoe kings in China, six are Wenzhou, with annual sales of 30 million to 50 million yuan in recent years. Today, many factors, such as the crazy price increase and the adjustment of export tax rebate policy, are squeezing the profits of enterprises and bringing enormous pressure to the survival of Wenzhou shoe enterprises.

There are many shoe companies in Wenzhou, and BELLE, one of China's largest women's shoe retailers, is one of them. With a series of actions such as BELLE's listing in the past few years, small and medium-sized enterprises are facing greater pressure on production, and there is demand in the market, but shoes are hard to produce. The footwear industry itself is a labor-intensive enterprise. There are more enterprises in Wenzhou and more brand shoes. After all, small companies are no longer brand enterprises. With the increasing cost now, it is even more difficult for them to survive. Many shoemaking enterprises simply close their doors.

　　 Well known shoe makers advise

Xie Rongfang, Secretary General of Wenzhou Leather Industry Association, said: "the high cost and low profits are the pressure faced by shoe companies, especially the export oriented enterprises, which suffer from unprecedented pressure of high and low pressure." In fact, challenges and opportunities exist side by side, and we should treat them with a positive attitude. We should regard it as a new opportunity. When facing greater pressure, enterprises can adjust their product structure, quality and marketing strategy. According to Xie Rongfang analysis, the footwear industry in Wenzhou should be calm in the face of the current situation of its own enterprises, and prepare enterprises with a certain scale and foundation. We should work hard in the aspects of internal management, product quality, R & D design and process flow. We should pay attention to the improvement of our competitiveness and the development of the regulatory model enterprises, so that the whole industry can form a production system based on the scale and scale of large and medium sized enterprises.

Wenzhou shoe enterprises should change the way of growth relying on export volume to stimulate industrial development, and strive to expand diversified international. market To avoid excessive concentration of export areas and reduce the risk of export trade, enterprises should gradually develop their own brands, and win the market with brand value as the best choice. The price war has become the past. BELLE, Kangnai, AOKANG and red dragonfly are the best examples. They push new products, new marketing, and gather e-commerce. All kinds of operation modes can be used for reference by small and medium-sized enterprises. Integrating into the world footwear industry chain, creating greater price and operating mode is the ultimate goal.

Quality has always been a commonplace topic, but it is a way for shoe companies to survive. Kangnai The group is different from AOKANG. Red Dragonfly Such enterprises, when they use various means to publicize their brands and aim at the clothing industry, Kangnai is studying shoes and paying attention to the comfort and quality of shoes. Zheng Laili, President of Kangnai group, said that it is our goal to win the market with quality. Looking at the current situation of Kangnai, the key to quality is confirmed.