Jinjiang Shoe Expo Shows The Way To Break Away From China'S Footwear Industry

< p > at present, the industry dilemma with overcapacity, inventory backlog and homogenization competition is a prominent contradiction. It continues to beset China's "a target=" _blank "href=" //www.sjfzxm.com/ "shoes" /a "enterprises.

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< p > the China Business Federation and the China National Business Information Center jointly released the "2012 annual sales statistics of Chinese market", showing that Anta ranked the first place in the market share of the sports shoes market with a comprehensive market share of 8.4%. However, in 2012, the famous shoe manufacturer, which won the honor for 12 consecutive years, declined 14.4% because of the reduction of orders and the negative growth of wholesale income.

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< p > severe market environment, forcing Chinese shoes to seek new changes and speed up exploring the road of pformation that suits their own characteristics and positioning.

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< p > China (Jinjiang) International Footwear exposition, known as the "wind vane" of China and even the world's footwear industry, is being held in Jinjiang, Fujian, China's shoes capital, and entered the second day on the 19 th.

China News Agency reporters observed on the "shoe fair" that faced with the unprecedented pressure of survival, Chinese shoe enterprises have stepped on the road of "breakthrough", or "electric shock" to pform marketing, or to enhance R & D capability, or to excavate cultural connotations to shape brands.

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< p > < strong > enter the electricity supplier < /strong > /p >

On the P shoes Expo, 100 online suppliers signed up to the electronic commerce center of China shoe capital.

Wang Maoquan, vice mayor of Jinjiang, said that under the current economic downturn, the move will greatly expand product marketing channels, promote enterprises' inventory, resolve excess capacity contradictions, and enhance the overall competitiveness of enterprises.

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< p > "China Shoes Capital" e-commerce center is the first modern e-commerce center in Fujian, which integrates e-commerce, exhibition area, logistics distribution area and supporting service area. It has assembled thousands of well-known domestic shoe brands and set up supplies directly. More than 200 merchants have signed contracts and established cooperative relations with more than 3000 e-commerce enterprises.

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< p > Ding Shizhong, chairman of the board of directors of Anta group, said that although the traditional shoe and clothing enterprises have not yet managed to find a suitable way to manage the channel and price between the electricity supplier and the offline market, it is an inevitable trend to enter the electricity supplier.

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< p > in Fujian, Quanzhou, a country with a well-developed private economy, nearly 70% of the shoe and clothing enterprises are involved in electricity suppliers, with more than 7 online stores. In 2012, the volume of e-commerce pactions exceeded 62 billion yuan.

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< p > < strong > strengthening R & D and innovation < /strong > < /p >

The science and Technology Museum of P shoes exhibition shows the top shoe industry's scientific and technological achievements, enterprises' innovative products, the latest research achievements of universities and scientific research institutes, and the innovative products of Jinjiang shoe enterprises.

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In the science and Technology Museum of P, the shoes that can be breathed by wild sports have attracted widespread attention.

In recent years, the company has invested huge sums of money to introduce talents and set up technology centers for research and development. "Only by continuous technological innovation can we keep the shoe industry alive," he said.

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< p > in the view of mayor Liu Wenru of Jinjiang, Anta and 361 degrees will not be much worse than NIKE from quality and technology, but NIKE has strong sense of innovation and new brands emerge one after another.

Based on this, Jinjiang is committed to building "intelligent manufacturing city", and shoe manufacturers above Designated Size have their own supporting product R & D institutions.

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< p > Lin Zhaojie, executive director of the footwear industry association of Taiwan, said that the mainland shoe industry must rely on technology pformation and upgrading.

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< p > < strong > culture creates brand > /strong > /p >

< p > this "Shoe Expo", the "shoe culture exhibition hall" was first introduced into the "shoe culture exhibition hall", showing the picture of "Kroraina beauty boots" as the world's first boots, and dozens of shoes from Han Dynasty to modern times.

The "Jinjiang shoe culture exhibition" in "shoe culture hall" highlights the development track of Jinjiang footwear industry, from the original small family workshop production to imitation processing, OEM production, and now to the "licensing movement".

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< p > cultural innovation has become a new highlight of this shoe fair.

Ceng Guosi, director of "shoe exhibition in ancient times", said that the shoe companies now attach great importance to commodity development, but rarely add some cultural elements to excavate cultural connotations, and cultural connotations can make the same pair of shoes produce different values.

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< p > he thinks that to create world famous brand, we should not only enrich the technical content of shoes, but also show deep cultural details.

He hopes that the footwear industry will strive to create more genuine world famous brands with both traditional Chinese characteristics and modern high-tech factors, and push the Chinese shoe making industry to be a powerful shoemaking power from a big shoemaking country.

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