Dongguan shoe export blocked again facing transformation

With the slow recovery of the European and American footwear market, in the first half of this year, there was an explosive growth in the export of footwear in Dongguan, but some people conducted an in-depth study and found that this does not mean that the export situation has improved, it is only a kind of Rebound. The investigators said that the only reason for the explosive growth was mainly because European and American countries had sold inventory in the previous period, and they needed temporary replenishment orders. The export situation of Dongguan shoe enterprises did not improve, and the unit price of the export of the products was also Constantly falling.

Coupled with the appreciation of the renminbi, rising raw materials, labor shortage and other issues, Dongguan shoe companies are facing a new round of baptism.

According to Yao Yaochang, chairman of Dongguan Yinsheng Shoes Co., Ltd., when exporting, it was a container to go out. Now it is a store that sells several pairs and dozens of pairs a day. The progress is very difficult, and department stores are also very realistic. It does not give the brand a period of cultivation at all, and does not immediately kick out the performance in one year.

In an interview with reporters, Chu Xiuqi, president of the China Department Stores Commercial Association, said that during the field trips in Dongguan, these export shoe factories had competitive advantages in manufacturing, independent design, and research and development, but were weak in terms of brands and channels. . There needs to be a process for the connection of domestic and foreign markets. There are differences in domestic and foreign styles, marketing methods, and price points. These export-oriented shoe companies need to identify brand positioning and make corresponding adjustments to the production model. The association is also promoting department stores. Innovation, consider recruiting some export-oriented companies to enter the market to avoid the homogenization of the department store industry competition.