Guangdong Shoemaking Industry Improves Product Added Value

April 7 the leather and shoe-making industry in Guangdong Province has experienced an unprecedented high-speed development stage in the past 30 years since China's reform and opening-up. It has made remarkable achievements in the world and has become well-known in China and even in the world footwear industry The production and export base of leather goods accounts for half of the country and one fourth of the world.

At present, the economy is in the post financial crisis period, and the global economic operation trend is getting better, and China's economy is picking up further, market The demand has recovered steadily, and the production, import and export of leather and footwear industry in Guangdong Province also showed a good recovery growth trend. However, the deep-seated structural contradictions in the development of the industry have become increasingly prominent. Adjusting the industrial structure and changing the mode of development have become the historical task of the industry development.

On the occasion of the launch of the "2010 Guangdong leather and footwear industry 30 years of development achievements of superior enterprises selection", the reporter interviewed he Guiling, President of the Guangdong shoe manufacturers association, and Wang Jianxin, chairman of the Guangdong Leather Association, on issues related to the development of the leather and footwear industry in Guangdong Province in the post financial crisis era.

　　 Guangdong shoes factory Chamber of Commerce President he Guiling

Increasing the added value of products is an important way out for Guangdong shoe industry

In an interview with the reporter, he Guiling, President of the Guangdong Footwear Manufacturers Association, pointed out that in the current global financial crisis, the follow-up impact of the current global financial crisis still exists, the government advocates enterprises to switch to domestic sales, Guangdong shoes industry should attach importance to the development of the domestic market, actively implement the market diversification strategy, and participate in more domestic market competition to expand brand influence and improve the ability to resist risks. In the future, it is an important way out for Guangdong's shoe industry to improve the competitiveness of its products by means of technology innovation.

Look at China's shoe industry. According to reports, thousands of shoe-making enterprises in Guangzhou, Dongguan, Shenzhen, Heshan, Huidong and other places, as well as shoe stores represented by Sui and Shen, have outlined the Kingdom territory of Guangdong's shoe industry, while Guangdong Women's shoes represented by "Baili" and "Saturday" have become the leading brands in China's shoe industry; In addition, overseas shoe brands such as "Jinlilai", "playboy" and "crocodile" have also settled down in Guangdong, becoming the major tax payers in Guangdong leather industry. All these have added infinite impetus to the development of Guangdong's shoe industry, and thus won the reputation of Guangdong's shoe industry.

In addition, he Guiling also believes that export enterprises switch to domestic sales, but the domestic market has not yet been fully opened, at this time, export orders will be accepted as long as there is a profit. In the future, after the domestic sales channels are laid, the average export price may be improved. "In the past, as long as we received the order and then exported, it was relatively simple, but now, including channels, management has become our content." He Guiling told reporters.

"It's no way for export volume to increase and prices to fall for a long time. We are always led by others. We are forced to innovate in export. " He Guiling also said that the association is looking for various ways to promote enterprises to establish brand awareness. Therefore, on June 1, this year, the association specially established a technical innovation committee to actively advocate shoe-making enterprises to establish brands and improve the added value of shoes.

China's rich raw material leather resources, perfect industrial chain, huge processing capacity, sound sales and market network, political and social stability, etc. are conducive to the sustainable development of China's comprehensive advantages, which are difficult to be replaced by other countries and regions in a short period of time. However, it is undeniable that with the rising labor costs and the expectation of RMB appreciation, China's competitive advantage is indeed gradually weakening.

At present, with the appreciation of RMB, the prices of raw materials have risen sharply, and the wages of workers have increased. Many small and medium-sized shoe enterprises have been forced to undergo bitter transformation. At present, there are still few products with high added value and high-tech content in the footwear industry. Enterprises should gradually realize the output from products to capital and brand, adjust the product structure, improve the quality and grade of products, and increase the added value of products. Only in this way can enterprises ensure their favorable position in export. {page_ break}

According to the customs forecast, shoe export will continue to recover in the future, but Guangdong's shoe export will still be under the pressure of concentrated outbreak of trade measures and improvement of product quality requirements. Large export volume but low added value is the biggest weakness of China's footwear export industry. Adjusting the industrial structure, enhancing the added value of products and shifting the business focus from production and processing to brand value promotion will help the long-term competitiveness of Guangdong shoe enterprises.

He Guiling stressed that Guangdong footwear industry must strengthen independent innovation, create its own brand, increase the added value of products and enhance the overall image.

Wang Jianxin, chairman of Guangdong Leather Association

After the era of Guangdong's leather industry, it still has great potential

Wang Jianxin, chairman of Guangdong Leather Association, said in an interview with reporters that the adjustment of product structure and industrial structure of Guangdong leather industry is accelerating, and small enterprises are being integrated by large enterprises. Some small enterprises that used to do OEM export have turned to supporting large factories. The industrial division is more detailed, and the development in the direction of intensification is accelerated. The next few years will be the key period for the survival of the fittest and the adjustment of industrial structure in leather industry. Wang Jianbu, a journalist, will still have a great influence on the leather industry in the future

Wang Jianxin provided a group of data: in 2009, the total tanned light leather in Guangdong Province reached 96.251 million square meters, the total output of various types of leather shoes reached 1.133 billion pairs, the total output of leather clothing was 2.712 million pieces, the total output of leather bags was 374 million, the output of leather shoes and leather goods and bags ranked first in China for many years; in 2009, the export volume of leather products in Guangdong Province reached 56.629 billion yuan, ranking first in the same industry in China For the international market, the export of leather products in Guangdong Province has always been the first in China.

With the economic recovery, 2010 will enter the post financial crisis era of "healing" stage, but due to the RMB appreciation, labor costs and other factors, Guangdong leather industry is still facing many uncertainties. In this regard, Wang Jianxin's words are undoubtedly a calming pill. He told reporters that from the domestic market, China's leather industry still has a considerable demand space. He made such a comparison to the reporter. He said that the average American consumes 7 pairs of shoes a year, while the average Chinese consumer only consumes 1.5 pairs of shoes a year, which shows that the domestic market will provide a broader development space for the leather industry. Leather products have the characteristics of practicality, individuality and fashion, and their cost performance is high. Therefore, they are loved by consumers in Europe, America, the Middle East, Africa, Russia, Japan and South Korea. This trend will continue.

"It is worth noting that Guangdong Province, especially Guangzhou City, has also formed a number of international supporting leather products display and trading platforms, such as" Guangzhou Baiyun world leather trade center "," mingshangtiandi leather material Hardware leading market ", etc., forming the western footwear business circle around the city and ziyuangang leather goods business circle, which provide an intermediate channel for the leather products of Guangdong Province to go international Tao ".

With the advent of the era of brand-name brand-name marketing in Guangdong Province, it is no longer the stage of brand-name marketing and brand-name marketing in Guangdong Province.

"I am also glad to see that in recent years, famous brand products such as" Baili "," Saturday "," wanlima "," Kaisa "and" crown "have emerged in the leather industry of Guangdong Province, which are well-known at home and abroad, and" Belle "women's shoes," crown "leather goods and" Caesar "have become truly" China's famous brand "products. This shows that the brand awareness of our leather and leather industry operators is becoming stronger and stronger. " {page_ break}

According to Wang Jianxin, 90% of "Baili" women's shoes are sold to the domestic market, and the brand's sales network is gradually expanding. "This shows that our leather products can not only be used for external orders, but also for domestic sales." "And it can be bigger and stronger. Three companies like Baili, Saturday and Kaiser have all gone public," Wang added, adding that his words were full of confidence.

"So our government and the association have begun to guide enterprises to do well in OEM production, and at the same time encourage them to create their own brands, so that they can learn to walk on two legs." It is reported that up to now, there are 31 provincial famous brands and 48 provincial famous trademarks in Guangdong leather industry.

According to the national and provincial brand awareness, enterprises should be encouraged to create their own brands. Priority should be given to enterprises with famous brand products in expanding production, technological transformation, development and scientific research. It has become the consensus of industry associations and the government.

Wang Jianxin said: "the geographical advantage of being adjacent to Hong Kong and Macao, the complete industrial structure of supply chain, the continuous flow of international orders, and the development of our domestic market, I believe that the leather industry of Guangdong Province has a broader stage and will certainly shine on the stage of international leather industry..."