Chinese shoe machine overseas gold five shortcuts

Since China joined WTO in 2003 and before the outbreak of the global financial crisis in 2008, shoe-making companies that originally only had a small number of shoe machines have expanded their production categories and launched the “Whole Plant Planning, Whole Factory Output” service for the footwear industry. The shoe machine industry achieved a qualitative leap in terms of technology and scale, and achieved rapid expansion in the short term. The ice age after the financial turmoil in 2008, and the adjustment of industrial upgrading, will greet the spring of recovery in 2009-2010. Unfortunately, it did not last long. After peaking in the first quarter of 2011, it gradually entered the historical “second ice age”.

After the 2012 overall and annual off-season, the overall negative growth predicament, the operating environment of the domestic footwear industry in 2013 will not be optimistic, and even continued sluggish, due to: First, the Chinese shoe industry in its own structural adjustment upgrade, automation and In the direction of intelligent transformation, there are technical difficulties because many shoe-making technologies require actual production verification. Most shoe-making companies are not interested in experimental production. Most of them want to buy very mature and stable technologies and equipment. Therefore, most of the technologies and shoes machines that have not passed a lot of actual production verification in the market are still in the stage of exploration, and there is no scale effect. Second, when finished shoe companies consider investment in equipment, they do not dare to invest easily without significant efficiency and performance improvement (including the ability to respond flexibly to small and varied orders) and insufficient shoe orders. Third, labor costs, raw material costs, management costs, etc. only rose up, business operations are becoming increasingly difficult, and even affect the confidence in the future of business. These three factors, coupled with the shift in the industry, have already reached peak levels in China's shoe production and have begun to gradually decline.

As a result, the shoe machine companies are more powerful and have been able to move overseas and have achieved better development and broad profit margins in overseas markets. Taken together, there are the following five "shortcuts":

Shortcut I: OEM processing, original accumulation

The shoe machine industry, like the upper-end finished shoes, also has a process of OEM processing and original accumulation. Some shoe machine companies that started earlier and have solid foundations have not only obtained stable orders and profits through OEM production to foreign customers, but also gradually have a strong production technology and international quality in cooperation with foreign customers. , And has expanded the scale of the company, has laid a solid material foundation for the independent brand to open the foreign market. For example, the well-known Dongguan Huida Shoes Machinery Co., Ltd. has been developing for more than ten years. In the early days of its establishment, it was renamed and branded by a well-known Italian former helper brand. Hundreds of shoe machines are supplied to the rest of the world by foreign brands each year. The company's technological R&D, production scale, process quality, capital accumulation, management experience, and other hard and soft strengths have been greatly enhanced. Even if the financial storms are not exported smoothly, they can quickly open up domestic and neighboring neighboring countries with all the advantages they have accumulated. It was adopted by many well-known shoe-making enterprises, smoothly responding to the market downturn and maintaining stable development.

Shortcut 2: Copy of high-end brand model

The leader of this model devaluated Emma CNC and started its business for 12 years. They devoted themselves exclusively to the research and development of high-value-added products, brand operations, and footwear, leather goods, clothing, furniture, automobiles, stationery, sporting goods, and electronic products. Customers from various industries and business associations communicated with each other and conducted extensive publicity and cooperation with industry media to build an industry-centered, comprehensive coverage of print media, portals for the Internet industry, public media, outdoor media, exhibition communications, and conferences and conferences. The unique, brand-promoting model of globalization, diversification, and internationalization establishes a professional and high-end brand image.

In the past 12 years, it has also explored a set of domestic and international operating models that have attracted agents from multiple regions around the world. In addition, we apply the high-efficiency production model applied in many industries in China, mature and stable software and hardware products, and cooperate with different countries' language versions to carry out localized reproduction. This higher value-added operation method has attracted the favor of domestic and foreign customers, and the development pace in recent years is relatively large.

Shortcut 3: Low-cost exports, information is king

This type of model, known as the "Chinese Jews," Wenzhou shoe machine operators play their heads. Wenzhou shoe machine has always been known as "quality stable, low price, strong practicality, professional production". Many Wenzhou shoe makers show their faces at the professional exhibitions at home and abroad every year. They seize business opportunities, use exhibitions, business visits, connections, industry chambers, import and export companies, agents, distributors, agencies, and customers. Multi-channel information, such as e-commerce and media advertising, has been characterized by its specialized production capabilities and competitive cost-effectiveness. In the past years of information asymmetry, especially in 2003-2008, in some emerging countries and markets such as Russia and Vietnam, The Middle East, Africa, Eastern Europe, India, and South America quietly laid out and occupied larger market shares, such as Wenzhou Bangda, Cangqiao, Dashun, Ganjiang, Whitby, Zhuda, etc. Under the fierce situation, they have quietly fought in foreign countries and have obtained good orders. In the process of enterprise accumulation, they can manage the domestic market with a better foundation.

Shortcut 4: Two-way route, interchange of resources

This type of approach has been adopted by more competitive shoe makers in China, and is also a benign development model widely recognized by the industry. One of them is the Wenzhou Dalong shoe machine. Before the early period, it used to start the back machine and press the bottom machine to occupy the Wenzhou shoe machine. Half of the market, in 2000, set its sights on Italy, cooperated with Sabah shoe machines, introduced the world's leading nail heel machines, massage machines, and bc hot and cold setting products. Through cooperation with international giants, not only the quality of products has been rapidly improved, but also It has become one of the few manufacturers in the country that can realize the output of the whole shoe factory. After many years of sound development, by 2008, when insight into the Italian shoe machine has developed to require a larger adjustment period, Dalong Shoes Machine has put its fist product—front and back, press machine, and sold it to the Italian shoe machine in the form of OEM. The company changed the technology input to output and supplied products to the world through Italian companies. This two-way sales and mutual use of resources model has established Dalong’s leading position in the shoe machine industry. Its operating model has also been praised by the industry as “the most successful business model”. It is also highly value-added and mature. Shoe machine business model.

Shortcut 5: Whole plant output, innovation value

After many years of development in the domestic shoe machine industry, a few powerful companies have developed a mature set of shoe-making factory-wide output production experience based on the extensive use of local shoe factory customers, such as large-scale assembly line production, group-style lean production, For example, Wenzhou Dalong, Dongguan Yili, Jinjiang Shengda and other representative shoe machine companies, because of the relatively good output capability of the whole plant, in the case of the outward shift of the shoe industry, these factories have a rapid reaction with the finished shoe factory. Settled in relatively unfamiliar places with inadequate supporting facilities, continued to provide the ability of the whole plant to export services, helping shoe enterprises quickly adapt to the new environment, and at the same time creating new profit opportunities and market opportunities for shoe-making companies themselves.

Although we have seen the various pressures and difficulties faced by the domestic shoe machine industry, the above overseas gold rush has given us different thoughts and inspirations. Because "only sunset companies, there is no sunset industry." The shoemaking industry is closely related to our lives and has long-term development potential. Even if the industry is currently in a bottleneck, it is a normal phenomenon of the survival of the fittest in the industry. Although the shoe-making industry is shifting to low-cost areas, there is also a tendency that energy-saving, low-carbon, environmental-friendly, automated, and intelligent production methods are also emerging in the so-called high-cost areas, and have obtained a good space for development. Shoe machine companies can learn from these five short-cuts, and in today's more integrated global economy, find suitable models for their own development and expand new markets to meet the next peak of development.