Shoe Companies Take The Initiative To Challenge The Industry'S Adversity.

In the face of difficulties, Quanzhou shoe enterprises have taken measures to deal with it positively. The new brand even designs ambitious goals: when the market is at a low tide, the machine will emerge as a "chaotic hero".

However, in recent years, there has been an increasing number of enterprises in the area of cheddar, and in the background of the production and downtime of many sports shoes and shoe factories, this particular enterprise seems to have not been affected, but has increased production.

The company is a product manufacturer of 100%% export slippers.

"At present, our sales volume has exceeded 10 million pairs, and the 6 production lines in sight can no longer meet the sales demand.

The new plant is under construction. "

Ding Yi, general manager of the company, said.

"Since the beginning of this year, the change in the US dollar has led to an increase in our cost by 10%%. The cost of raw materials has increased from 6%% to 7%%, and the wages of workers have increased by 15%%, and other costs such as water and electricity charges are also increasing.

This brings us direct pressure and the profit margins shrink.

But in general, we have been working hard to solve the pressure of serial cost increase through management.

Ding Yi said.

In addition, in the management of cost saving, we advocate the idea of "saving is earned" management, and try to save everything from materials, production to management.

He said.

Although the profit space is somewhat compressed, but as long as we maintain a cooperative relationship with our customers, I believe we will welcome spring after winter.

Ding said optimistically.

Facing the industry plight, Ding Yi is not optimistic about his emotions.

In the interview process of journalists, many enterprises believe that the current predicament is due to both the price increase of raw materials and the adjustment factors of industry development rules. Most enterprises have expressed similar views that "the low period of the industry, the elimination of bad ones, and the re emergence are not necessarily bad things".

He believes that the price rise of raw materials in the past period is global, not local or single industry. The market is competing every day. Changes in the environment always have ups and downs. Enterprises in the development process to achieve energy saving and emission reduction, reduce internal friction is a key.

Many enterprises have not improved their technology, but their cost has increased. "

He said.

"Our industry has been developing for more than 20 years, and now it meets the adjustment period of industrial upgrading. This is the law of industrial development, and the industry has not gone downhill. The plight is actually testing the tenacity of the enterprise. Whether the business operation or brand operation, how to identify the location in the future and enhance the implementation of the headquarters economic strategy promoted by the government is the key issue that enterprises must consider."

Jinjiang Guo Hui Shoes Co., Ltd. General Manager Ding Guo Si said.

As for how to cope with the current low tide and make greater progress in 2009, Lin Qinghong, general manager of Jinjiang heborden sporting goods Co., Ltd. has its own countermeasures.

He said that at present, from the company to agents and retailers, the pressure of "cold winter" has been felt. Under such a predicament, the company has put forward the strategy of "survival and development of our customers".

He believes that this does not mean waiting for the opportunity in the way of hibernation, but rather actively.

"In this regard, one of the brands of the company," step by step ", put forward the strategic slogan of" attack 09 "this year, and took the initiative to meet it.

We should forge ahead with aggressive strategies and advance steadily.

Lin Qinghong said that the core of the strategy of "attack 09" is to improve the key areas, including the establishment of high-quality outlets, the upgrading of single store image, the enhancement of services, the renewal of management concepts, and the enhancement of execution.

In this regard, they strive to go out of their own way in adjusting the strategy of product structure.

The product is adjusted to high-end outdoor soles and shoe sole, which is the choice of many foreign shoe materials enterprises.

The technology of outdoor hiking shoes is relatively high, and production in China is more competitive than in foreign production. Therefore, it is not without chance to develop other shoe sole market other than sports shoes.

Similarly, buyers of golf soles are mainly export oriented, with an increase in sales and less domestic sales, he said.

Because golf shoes are difficult to manufacture, fewer manufacturers can produce them.

The development opportunity of football soles makes Cai Asan see the prospect of another kind of market.

According to him, it will also develop new soles, such as bicycle soles, golf soles and so on. Ding Youyi, chairman of the WorldCom footwear industry in Jinjiang, believes that this year's foreign shoe enterprises are facing the issue of readjusting product structure. Enterprises generally attach importance to products with better quality, more welcomed by the market and higher rate.

This year, the number of board shoes and high-end casual shoes required by the market has increased, while the number of sports shoes and running shoes has decreased.

"We hope to find a new blank in the market. After everyone is talking about professional sports, fashion sports, leisure sports and campus sports, the positioning of" character movement "has made the wolf break the yoke of fashion, leisure and professional, and you may have your own character movement in your work, in sports or in your leisure life.

According to the analysis, looking for the promotion point of differentiated marketing is the way for new brands to break through and grow.

"When the market is in a low tide, it may be a good opportunity for the rise of new brands."

Chen Shouze, general manager of Fuyuan company.

He believes that in the immediate market, some old brands seem to be tired after running high speed long distances in previous years, and are entering the gasping stage, while the new brand can start up and speed up at this time.

The general manager of the company said recently that he would like to sign an Olympic champion and increase the promotion of brand image, and brand positioning will also extend from the original fashion movement to fashion, leisure and fashion business.

"Because of the fierce competition among many fashion sports brands in the youth and youth market, our market positioning will be pferred to healthy and mature consumer groups."

Beyond the general manager, Huang Weiming said.

For this year's market, Huang Weiming expressed optimism: "the financial crisis abroad will not have much impact on the domestic sporting goods market.

This year is the second year when we enter the domestic sporting goods market. On the basis of 200 stores, there will be more than 1000 single stores in the next two years, and sales will also maintain a high growth rate.

To open up the outdoor sports market, Chen Ruidian, general manager of the company, said that there are only a few leading brands in an industry, others can only become supporting roles.

The domestic market started late and did not have enough capital to catch up with the leading enterprises.

Instead of continuing to struggle in the Red Sea, it is better to find another way to find the "blue ocean".

At present, the company operates three outdoor sports brands such as camel.