Footwear Industry Development Is Limited &Nbsp; Shenyang Shoe Enterprises Seek To Upgrade Again.

December 17th hearing Shenyang The shoemaking industry has a history of more than 20 years. It started relatively early, but developed very slowly. We all know that Shenyang makes shoes, but no one knows whether there are famous brands of shoes and shoes in Shenyang. In fact, Shenyang is a prosperous but not a sales base. With the development of market economy, the shoes of Shenyang are transferred from the stalls to the department stores. Market Yes, some. enterprise It is raw material processing, and some products are exported. Shenyang shoe enterprises have made OEM for many famous brands in China. After the upgrading of products and the test of market demand, Shenyang real estate shoes have occupied a vast market space in the northeast area. According to investigation, some southern businessmen also like Shenyang real estate shoes very much. Although Shenyang shoe enterprises have been improving efficiency and quality gradually along with the changes of the times, but compared with Guangzhou shoes and Wenzhou shoes, Shenyang real estate shoes can only be sold in the shopping malls and counters of the two or three tier cities in China. They belong to the middle and low grade shoes. The sales volume of Shenyang footwear industry ranks the first in the country every year, but the output value is not satisfactory. Such a historical shoe shoe with a history, experience, resource superiority, development space and wide market, why is there not a famous brand producing area in the country labeled "Shenyang made"?

What is the reason that restricts the development of shoe enterprises in Shenyang? What kind of method can be used to change the status quo and make Shenyang shoe industry upgrade and grow again? For this reason, I interviewed Qian you, Secretary General of the footwear industry chamber of Liaoning General Chamber of Commerce.

　　 First, the reasons and problems of Shenyang shoe enterprises being restricted.

1. the government did not regard shoemaking as a key development project.

As a local industrial cluster, if there is a government's policy support and a correct guide to shoe enterprises in the development, then the industry can take the overall development concept and direction to make the industrial cluster advance and become stronger and stronger. In this sense, the strength of the government is a solid backing for the development of shoe enterprises.

　 2. business philosophy is conservative.

I visited a shoe manufacturer who exported to Korea and asked him if he had ever thought of having his own brand. He said: "we are mainly doing entities, making good progress in processing, and never thinking about making independent brands. That's what trading companies can do. We are just a small factory, and Shenyang is still short of funds." Each small factory has only 12000 double to 15000 pairs of output per month. According to labor cost and raw material cost, they consider it profitable to earn money, and they can meet the quality requirement according to the order. The chamber of Commerce has jointly organized brand trademark appraisals with the government, but most enterprises are not interested in trademark evaluation, because brands are meaningless to small businesses and can not bring them extra profits.

　　 3. imitation phenomenon makes shoe factory impossible to guard against.

When I visited a shoe industrial park, I found that some shoe factories were not listed for business, not because of tax avoidance, but because they were afraid that other shoe factories would imitate their newly developed shoes. It is understood that the fact is true, Shenyang shoes playing fast version, fashionable, in this regard, Shenyang shoes have certain advantages. I visited the shoe city of Shenyang, and found that some businesses outside the door were hung with signs of "incompetent peers and indecent faces", a move designed to prevent counterfeit new listing shoes from being pirated.

4., the lack of product research and development will disrupt the market order. Product development depends on economic strength. 80% of Shenyang shoe enterprises do not have designers, and they dare not invest in product development. Basically, they are looking at the sales situation of new shoes after listing. See which shoes sell well, and then copy the imitation system. Whoever first imitates can earn money first. If the first one sells 60 yuan / double, second will sell 55 yuan / double, third will sell 50/ pairs, and the price of this kind of shoes will plummet in a few days. The same style shoes disturb the market price. If the small factory starts to do so, it can be excused, but the old shoe factory can not do so. Imitation can only earn a small sum of money. It will never do much. If every small business does so, the last one is all shoemaking enterprises. Why can't shoe enterprises develop together and fight shoulder to shoulder?

　　 5. the high cost of raw materials makes the shoe enterprises break the chain.

The raw materials used by shoe factories in the north are purchased from Guangzhou or Wenzhou, plus transportation costs. Raw materials purchase prices are higher, especially in summer. They are afraid to produce at all. Production is also losing money, because the wholesale price of Southern shoes is cheaper than the production cost of Shenyang shoes, and Shenyang shoes have no market at all. In this way, the workers in the shoe factory will have a few months' free time every year. When the autumn season is coming, every business owner will start to hire workers at a high price. At this time, there will be a trend of who will go to higher prices and compete with each other. Because it is only seasonal employment, the workers' income is not guaranteed, and they can only go to any one where wages are high. It is understood that the wages of workers in Liaoning are almost the highest in the country, not the annual total wage is high, but the piecework wage is high. South shoe factory is pipelined production, although low wages, but can ensure that there is a long time to work, workers can continue to work in a business. Shenyang shoe enterprises are unstable because of the production chain breaking, and the rise in labor costs has sharply reduced corporate profits.

　 6. traditional sales mode and marketing concept make enterprises unprofitable.

Shenyang's real estate shoes are mainly unscientific, and do not plan from the long-term development of enterprises. Therefore, the shoes they produce are small and the prices are very low. They are not sold in pairs, but in dozens of shoes. In fact, the craft and production quality of Shenyang real estate shoes are all good, but there is no mature sales network. The shoe factory not only does not earn enough money, but also disturbs the price of the whole market. Sometimes enterprises are afraid of pressing goods or even losing money, which is even more annoying. A southern boss said that the production process, quality and price of Shenyang shoes were good. When he looked at a shoe ordering an enterprise, the other told him that after the goods were issued at the prescribed time, there was no guarantee that the next shipment would be delivered on time. Some shoe factories do not register, do not sell and do not open orders. The chances that customers will directly place orders for manufacturers are very small. These shoe factories basically take south tower shoe city as the main sales channel. As for brands, product research and development, sales network and so on, hardly exist in Shenyang. Due to insufficient financial strength, the local shoe factories are short processing to produce products. The shoes in the shoes city are not in stock, only the samples are placed. If there is an order, they will start to do it, because they are going to be able to finish the shoe last night and see the profits. {page_break}

　 Two, how to change the status quo?

　 1., the government has intensified supervision and integration so as to make Shenyang shoe enterprises take a large-scale and intensive production road.

Shenyang's real estate shoes have a certain influence in the whole country. Shenyang has more than 700 finished shoe manufacturers, and more than 2000 enterprises and self-employed shoes for supporting and processing finished shoes. If there is government support and guidance, a professional organizer will guide them to integrate the small shoe factories together and take the road of scale, so as to start the brand of Shenyang's real estate shoes.

　 2., change traditional concepts, strengthen cooperation awareness, and open production.

As a northern shoe enterprise, the footwear industry in Shenyang has its own advantages and disadvantages. To change the present situation, every enterprise needs to have a sense of common cooperation, pursue long-term interests, and make good use of each other's strengths, instead of fighting against evil competition, to strengthen its own advantages. The footwear industry in Shenyang can learn from the industrial cluster development mode of Wenzhou shoe enterprises, and use the large-scale economy to rapidly improve the market share, form scale benefits, and create competitive advantages with other well-known brands.

　 3., change the traditional marketing mode and strengthen brand awareness and publicity.

Most of the shoe enterprises in Shenyang are mainly OEM. They lack their own brands. Enterprises without their own brands have no soul. You can imitate the style of shoes, but they can't imitate the goodwill, craft and culture of famous brands. In fact, some shoes have the same style, but the brand is different. Of course, the price is different, but consumers only recognize the brand and then look at the style. Now the market demand is dominated by consumers. Designers should also design and produce according to market demand, and consumer demand itself is the positioning of products, so positioning is nothing more than market positioning, product positioning, price positioning and consumer market positioning.

The author interviewed a senior shoe industry, he said: "my wife said," never buy me Shenyang real estate shoes. " Just do not mark "Shenyang make" only, everybody thinks to be famous brand shoe, brand shoe is worth a bit more, this shows Shenyang shoe company's brand consciousness is not enough, Shenyang real estate shoes, no matter craft, quality or style, it is very good. Why does South shoe sell in the marketplace 1000 yuan, and Shenyang real estate shoe wholesale only 300 yuan? Shenyang shoe has its own mature craft, has the handicraft production experience, why can't promote the handicraft production craft? Why not learn from the brand consciousness of Wenzhou shoe and Fujian shoe? Most southern enterprises will adopt celebrity endorsement and put advertising to promote the brand, expand the sales channel, because of the limitation of funds and marketing strategy, we seldom see the advertisement of Shenyang real estate shoes. In fact, as we all know, many famous brand shoes in China are also processed in Shenyang. Shoes enterprises should treat Shenyang's real estate shoes like babies. They should not only see the temporary benefits, but should devote their efforts to make a long-term plan for him. This is the inheritance of life, the continuation of interests and the promotion of value.

　 4., build leading enterprises to promote Shenyang shoe enterprises to go hand in hand.

Of course, under the influence of national macroeconomic regulation and control and the international economic situation and the restriction of local economic strength, local enterprises are also very helpless. But under such heavy pressure, Shenyang shoe enterprises must unite and push ahead with several leading enterprises, launch the main brand, and boldly mark "Shenyang production" instead of making "bridal clothes" for others, and promote the "Shenyang made" shoes products to a new level with the leading effect. If there are 2 leading enterprises in this scale, it means that the shoe industry cluster in Shenyang can expand at least 2 times, and tens of thousands of jobs and hundreds of millions of yuan tax revenue can be added to the industrial chain. {page_break}

　　 Three, the advantages and future development prospects of Shenyang's real estate shoes.

Northeast China has four distinct seasons, and the South Tower shoe city is also a sales base in China, not only has many shoes, but also has a large sales volume. Shenyang shoe factory can survive, the first is the sales platform such as China shoes city; the second is Shenyang real estate shoes, especially boots, is very popular in the south, fashionable and exquisite workmanship, the most important is manual production, the use of metal parts more, southern general production line enterprises rarely produce such shoes, so this is a big advantage of Shenyang shoes; third, Shenyang real estate shoes have certain development potential.

Shenyang is a city with certain historical background and resource advantages. It may not be known as Italy's hand-made TOD 'S brand. However, Shenyang shoes can make full use of the opportunities of coastal industrial transfer, take the essence and discard the dross, and let Shenyang's real estate shoes move from low-grade products to high-end products, from mass oriented to quality driven, from scattered small businesses to large scale enterprises, no longer the demand determines everything, but the location decides the brand, the brand opens the market, and the market proves everything.