The "Bottleneck Of Development" Behind The Shoe Industry In Wenzhou

Shoe leather industry is Wenzhou The traditional industry has a long history, so it is civilized to produce leather shoes. Not long ago, the China Leather Association Market An incomplete investigation of footwear products shows that Wenzhou's leather shoes have occupied the 30%-40% of the domestic market footwear market, which does not include Kangnai, AOKANG, red dragonfly and other specialized shops all over the country. Such a high market share is not comparable to any domestic shoe producing area. However, after the rising tide, it is doomed to tide, and after more than ten years of glory and honor, Wenzhou footwear industry Inevitably faced with severe "development bottleneck".

　 1, the phenomenon of "excessive homogenization" of products and business models is obvious.

Wenzhou is a major city for shoes production in China. In the domestic market, the middle and high grade leather shoes Market in Wenzhou is basically concentrated in the two or three line market. Such a "thousand armed forces across a single timber bridge" position inevitably brings a lot of "casualties". Because the market segmentation is not enough, it directly leads to close hand to hand combat on the same level.

Secondly, the phenomenon of "homogenization" of shoes is serious, and consumers are basically unable to determine the style of a brand. At the same time, there is a serious shortage of middle and high level market management personnel in the leather shoes industry. Most of the market operators are not professionally competent, knowledgeable, and rigid in their business ideas.

In addition, the operation mode of "OEM" production and processing fees for international famous brands has gradually emerged in the increasingly prominent international trade barriers. Some enterprises have to bargain with each other in order to compete for export market, which leads to excessive competition within the industrial cluster.

2, lack of scientific and technological personnel design research institute backward

The design and research institutes of Wenzhou shoe industry are backward, lack of scientific and technological personnel, and the design level needs to be improved. Overseas, Wenzhou shoes basically sell goods and supermarket goods, and occupy the market at a reduced price, which is only 1/3 of the developed countries. Such low level processing trade relies on cheap labor, production volume and scale of production to win. Relying on the general quality, processing technology, style and sample reproduction to obtain benefits, export shoes rarely have their own brands. Over the past ten years, most of the export business of Wenzhou footwear industry has been processed single type, including imitation, sample processing and copy counterfeiting. Some enterprises with technical strength will be improved according to the customer's requirements after the samples are arrived, and the customers will make the order after the confirmation. Few enterprises actively promote their products to the international market through professional design. Therefore, the status of Wenzhou shoes in the international market can not be fundamentally improved. Most domestic enterprises imitate and copy foreign products.

　 3, too long front line, lack of management and management capabilities.

Most of the brands in Wenzhou are "whole nation chess" and "sell beans to become soldiers". The results themselves are scattered so that they can not really occupy the market effectively. The story of a chopsticks and chopsticks is known to everyone. The truth we tell us is often forgotten by us, so long as the power gathered is effective. Wenzhou enterprises lack the ability to check agents and lack effective management of agents, and are indifferent to the management of terminal retailers and business people. The way of cooperation of footwear manufacturers is still in the primitive stage of giving money to goods. In the new market environment, it will be more important to explore new cooperative relationship between manufacturers, too much emphasis on immediate interests and neglect of long-term plans for market share quality and efficiency. {page_break}

　 4, the regional protection of foreign economies is serious.

Some regional economic protections formed in the world have hindered the export of Wenzhou's footwear industry to a certain extent, and are directly subjected to double trade barriers of tariffs and technology when they enter the international market. In recent years, Wenzhou shoes have been constantly hit, such as being confiscated in Russia and burned in Spain. Recently, the European Union has decided to impose certain anti-dumping duties on Chinese leather shoes despite strong opposition from China. The regional economies such as the European Union and the North American Free Trade Area are becoming more and more powerful. The export of Wenzhou's footwear industry has been placed in an unequal trade position. Especially in the post quota era, environmental protection and other forms of non-tariff barriers will also make Wenzhou's footwear industry face new challenges.

　　 5, enterprises lack brand culture.

A real brand should have a relatively stable loyal customer base to support, and loyal customers will eventually be the recognition of brand culture. The two or three line brand of Wenzhou shoe industry is basically blind area of corporate culture, and few of them really attach importance to corporate culture. Most of them regard corporate culture as an appendage of elegance. As a matter of fact, one of the most important factors that can sustain the development of enterprises is that the enterprise has its own core culture, culture is value and culture is brand.

6, family defect management system

After more than ten years of development, Wenzhou family shoemaking enterprises have become a part of Wenzhou's private economy. The drawbacks of the family management system are becoming increasingly prominent with the continuous development of the footwear industry.

The family management system refers to the enterprise as the main body of operation with family or 100 million families. The core of the enterprise's main leadership is the management mode consisting mainly of family members. The important positions in the enterprise are held by the members of the family. The major management decisions and plans often replace the standardized behavior of the management with the parents' will and ethical thinking, which are some of the main characteristics of private enterprise management.

Family management is not conducive to the improvement of talent competition and management mechanism, and will not be conducive to the long-term development of enterprises. Therefore, it is very urgent for Wenzhou shoemaking enterprises to move from traditional family management to modern enterprise management.