Ryan Shoe Industry: New Goals, New Missions

A pair of rubber shoes, a pair of casual shoes, a pair of safety shoes, and three pairs of shoes have achieved three "national gold business cards" in Ruian City - the famous city of Chinese rubber shoes, the famous city of Chinese casual shoes and the famous city of Chinese safety shoes, and won the "Southern Zhejiang shoe" for Ruian. The reputation of "all". Every step of its development and progress has a positive impact on the entire industry. At the end of the first year of the year, new changes, new achievements and ideas for the development of the New Year's footwear industry are even more worthy of our expectation.

Last year, for the “China Rubber Shoes City” Ryan, it was really a good thing and a happy event. From this we can easily see that the rubber footwear industry has gone out of its past gloom, fully returned to normal and gradually exerted force, and once again became the leader in the same industry in the country.

In the past 2013, Rui'an's shoe leather industry has created impressive performance, and the data is the most convincing. According to the introduction of Rui'an Shoes Industry Association, from January to October 2013, there were 148 shoe leather enterprises above the scale in Ruian City. The total industrial output value was 7.32 billion yuan, an increase of 10.7% year-on-year; sales value was 7.18 billion yuan, an increase of 9.8% year-on-year; export value was 2.808 billion yuan, a year-on-year increase of 16.6%. These data are sufficient to prove that the Shui'an shoe leather industry has stepped out of the Post-financial crisis era and is on the fast track of steady development. In 2013, for Rui'an's shoe companies, the achievements and the biggest highlights were the improvement in product quality, improvement in manufacturing capabilities, and improvement in the level of corporate management. In particular, companies are promoting mechanism innovation, optimizing the industrial chain, and implementing enterprises. Humanized management highlights. Some large-scale enterprises, such as Rongguang, Renben and Universal, can take the brand as the core, take the improvement of management level as the starting point, aim at energy conservation, consumption reduction and efficiency improvement, take into account the interests of related parties, and form partnerships with upstream and downstream manufacturers. Strategic alliances, integrating all the advantages of resources, and achieving win-win cooperation and common development not only promoted the overall development of the industry, but also set a benchmark for the promotion of corporate harmony and social harmony.

Sound and expectation

Even better results can only represent the past. Looking ahead to reality, the development of a new year is the right way. For the new year, entrepreneurs in Ryan’s shoe and leather industry all have their own unique insights and different voices.

“As a Chinese shoe capital, the shoe brand is not on the frontline, and there are not many second-line brands. Most of them are on the third line. There are many wholesalers, there is less monopoly, and more are sold at the prefecture level or below in the county level or even in towns and towns. Ryan shoe companies want to seize More market share, improve the overall image and strength of regional brands, we must pay close attention to adjusting the development strategy, establish a long-term vision, to do big, but also do strong!” Rui Yin Feiyue Shoes Co., Ltd. Xu Xian, general manager of Rui'an footwear development In his own opinion, “we must seriously study and learn from other people’s successes, fully analyze the market and our own reality, and find an effective way to allow companies to avoid detours and achieve extraordinary development.”

"The 100-year brand cannot succeed overnight. There is no shortcut to brand cultivation. We must honestly do our own product, let the product and brand be tempered in the market, and only be recognized by the consumer, your product. And the brand will take root in consumers' minds." For brand building, Ni Bangguo, chairman of Zhejiang Renben Shoes Co., Ltd., combined his own company's experience to interpret it.

"The new policies of the Third Plenary Session of the 18th CPC Central Committee to support the development of non-public enterprises are undoubtedly a guarantee for our shoe enterprises. The icing on the cake..."

In addition to brand strategy, marketing, and industrial policy, entrepreneurs have more attention. For the new year, they have more expectations. This is because they are fully aware that after the party’s 18th National Congress, the new national leadership will launch a series of policies to support the development of non-public economy, which will surely bring more benefits to them and their companies.
Goals and mission

In the new year, the development direction of Ryan’s shoe leather industry is no longer suspense, and the goal is to use the force to accelerate the development, promote the creation of a brand, a tree image, and benefit from joint ventures, shift from extensive management to scientific management, and accelerate the development of new technologies and technologies. Product development, training and retention of high-skilled personnel, creating a new state-level footwear production and sales base.

Continue to promote the transformation and upgrading of the industry. How do you think about the transformation and upgrading of shoe companies, how do they turn, and where do they turn? Each company has different situations and practices. "Some shoe enterprises either succeeded because of their business operations or encountered bottlenecks in their main business operations. They couldn't stand the loneliness and couldn't resist the temptation. They blindly pulled out the main business funds, started diversification, and invested some "looks like money." The industry that they are not familiar with. The result is conceivable and eventually turns the diversified pie into traps." Jin Zhihua, the general manager of Global Footwear, has his own opinion on the transformation and upgrading of shoe enterprises. “Combining the actual business, sticking to the main business, doing a good job in industry, and not making monkeys down the mountain, our global shoe industry is to become bigger and stronger around the 'shoes'. Do the best shoes and do the best shoe factories." “As long as the shoe-making enterprises do a good job of transformation and upgrading, increase the added value of their products, have more independent intellectual property rights, and gradually reverse the unfavorable situation of low technical content and low added value, they insist on walking on both domestic sales of foreign trade, and the company’s healthy and sustainable development is complete. It is possible because someone will wear shoes, so I can say that the footwear industry is an everlasting sunrise industry.” Wu Jinhai, Chairman of Zhejiang Bridge Shoes, confidently stated the shoe's future development goals.

Increase brand building efforts. According to Chen Zhongwang, secretary general of the Shui'an Shoe Industry Association, the Shui'an shoe leather industry owns China's casual shoe production base, China (Ruian) rubber shoe city, and China Shoes Capital (Ryan) safety shoes city three gold business cards and a regional brand name. Secretary-General Chen believes that the key to shaping the brand in the shoe leather industry is that brand promotion activities must be combined with deep sales, and should be combined with the high liquidity characteristics of the shoe leather industry. After all, brands with no sales force will never have vitality. Therefore, in the coming period, when leather shoes companies are branding, they will apply more promotion to the places where they can increase their sales force. First, they will firmly establish a solid brand market base, and then talk about brand strategies such as brand public relations and media communication. Through the association’s internal intellectual property committee, it will intensify its efforts in brand building and focus on corporate brand management principles, brand maintenance and brand asset accumulation to help shoe companies better promote brand strategy facilities.

Vigorously develop the network economy. In recent years, the network economy has witnessed a rapid development. Under the guidance and promotion of the e-commerce support policy in Ruian City, the city’s network economy has been surging. Many people have emerged such as the footwear industry, the Rongguang Group, the Global Footwear Industry, and the Gulanger Footwear Industry. Over 30 million yuan in sales of leading enterprises. In Xianxiang and Feiyun towns and townships, a prototype of e-commerce agglomerations featuring the sale of canvas shoes was initially formed. "In the next few years, more shoe leather companies will try e-commerce, and the Internet will become a very important sales channel." Yan Xueyan, head of e-commerce department of Rongguang Group, told reporters. And more industry sources said that in another 5 to 10 years, all shoe-making companies will have their own e-commerce platform. The online shop can not only avoid the shop rental fees needed to open traditional stores, but also realize low-cost operation. The new products are also zero-distance and the market, and consumers docking, speed up the return of funds and increase the utilization of corporate funds. . "In terms of e-commerce, if you want to be big, shoe companies should consider targeting on their platform in the customer's cluster, selecting the best candidates, seeking the first battle, and developing the business model of the cluster, so as to truly achieve the intended purpose of building network marketing. ". Yang Chengliang, the e-commerce manager of the Zhejiang Global Footwear Marketing Department, gave this to the shoemakers who entered online marketing. This also fits the Ruian municipal government's policy of giving targeted support to nurturing Zhuangquan's network economic entities, building e-commerce agglomeration areas, and optimizing the e-commerce development environment.

Pay attention to environmental protection and product standards. The issue of environmental protection has become the focus of attention of the whole society and all walks of life. The footwear industry is not another. As early as a few years ago, a series of environmental protection barriers in the EU caused many of our rubber-shoe exporters' products to be rejected and became painful to some bosses. Therefore, with the improvement of environmental awareness, the production and sales of green and healthy rubber shoes products is already the consensus of rubber shoes enterprises. Last year, Ruian City held several related business training classes to promote the environmental protection, safety, and foreign trade export policies to shoe enterprises. In May of last year, Ruian City also held a training class for national mandatory standards GB25038-2010 "Technical Code for Health and Safety of Rubber Shoes". In October, Zhongxie Rubber Shoes Branch held a rubber shoe company in Yueyang to establish a safe, environmentally friendly and healthy raw material supply. The "mechanism" seminar made this standard a production code of conduct for rubber shoes companies and greatly improved the awareness of environmental safety in enterprises.

First-rate companies do standards, second-rate companies do brand, third-rate companies do products. Regarding product standards, Rui'an’s shoe-making enterprises have also gained increasing awareness in recent years. Zhejiang Global Footwear, Zhejiang Renben Shoes, Rongguang Group, and Saina Group have participated in the formulation of related products in the industry and national standards. Like the HG/T2017-2011 "General sports shoes" industry standard, GB-25036-2010 "cloth children's rubber shoes" national standard, HG/T2018-2003 "lightweight rubber shoes" industry standard and GB25038-2010 "rubber shoes health and safety technical specification" Such important standard documents have the participation of Ruian shoe companies, which is enough to prove the position and influence of Ruian shoe enterprises in the industry. For the future standardization of the footwear industry, Chen Zhongwang, executive vice president and secretary-general of the Rui'an Shoes Industry Association, told reporters that Ruian's rubber shoe companies must do a good job in three aspects. First, leading enterprises must actively strive for participation in the standard system and qualifications; Second, for the adjustment of the standard technical content, the technical agencies must do a special inspection, and at the enterprise level, they should try the trials, etc., and promptly propose new standards and revision plans to the national and higher-level industry leading agencies. Third, the standard must be revised. The overall situation of the industry's production marketing and quality is considered to better adapt to the development of the rubber shoe industry.

Promote shoe technology innovation. As a typical low-end manufacturing industry, the rubber footwear industry, despite its high productivity, is affected by a variety of market factors, and the profitability rate has decreased year by year, which has become a bottleneck restricting the development of the industry. Although manufacturing from the low-end to high-end manufacturing is an inevitable trend in the future manufacturing industry, it is still very difficult for the rubber footwear industry to upgrade. “The situation is pressing, Ryan's footwear industry must come to Phoenix Nirvana, rubber shoes companies in order to get out of the low-end transformation and upgrading, the key is to change from traditional footwear to science and technology shoes, technology innovation is to promote industrial upgrading. We must work out new materials design, R&D and application of high-tech equipment, production equipment, automation of production processes, intelligence, digitalization, informatization, and technological innovation. We must strive for product patents, product standards, and independent brands. Enterprises should establish their own R & D system, have their own core competitiveness, and can develop products based on the market and customer needs in order to grasp the initiative of product pricing, in order to increase product profits and enable enterprises to achieve the goal of speeding up the curve." As a junior successor of Ryan's rubber shoe industry, Liu Jie, the general manager of Zhejiang Zhongyuan Footwear Industry, which is already well-known in the industry, is surprising. His remarks indicate the future direction of development of Ryan's footwear industry.

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