Detailed Analysis Of Export Enterprises' Dilemma

In recent years, as shoe companies are facing an increasingly difficult export situation, Zhejiang, Fujian, Guangdong and other major shoe production bases have made corresponding counter-measures to break through the dilemma of development on the basis of ensuring that they do not lose money this year.

The shoe manufacturers of the major shoe manufacturing companies are faced with several problems. They can be summarized as follows:

1, shoe enterprises cost pressures rise

As the main market of footwear industry is overseas, the major shoe production bases are developed in coastal provinces and cities.

However, with the development of the coastal provinces and cities, the scarcity of land, the increase of personnel costs, and the increase of advertising students, some problems have brought difficulties to the shoe industry.

2, the imbalance of product structure, lack of independent innovation ability.

Product isomorphism is serious, and products lack differentiation.

It is basically the "reversion division" that imitates the products of other people, and has no real "development ability", which leads to the production of products in the aspects of style, material, grade, target and market, and most of them are concentrated on the production of low grade shoes, resulting in the serious surplus of low-grade products.

With China's entry into the WTO, intellectual property rights protection is strengthened, and the imitative innovation of enterprises has increased because of the barrier to technology, which is easy to fall into the disputes of intellectual property and make the cost increase dramatically.

Therefore, imitation innovation is necessary, but independent innovation is more important. Enterprises without independent innovation capability will never be the leader of the industry.

3, lack of brand awareness

Most of the annual output value of shoes is from several hundred thousand yuan to tens of millions of yuan, and the annual output value is only a few hundred million yuan.

Only six of the shoe industry in China are "well-known trademarks in China". Most enterprises do not have their own trademarks and trade names. They mainly provide processing, customization and OEM services for other shoe enterprises abroad and in China, and are very passive in market competition.

4, mainly facing the foreign market.

Because most shoe industry mainly provides processing customization and OEM service for other shoe enterprises abroad or overseas, or is developing overseas trade.

With the financial crisis and some foreign countries putting forward anti-dumping policies, the export oriented shoe industry has to lose money.

In the face of the above difficulties, the shoe industry association and the footwear industry jointly formulated the "shoe production chain upgrading" plan.

Although the programmes vary from place to place, they can generally be summarized as follows:

1, strengthen creative research and development design

From shoes style, technology, raw materials to enhance the quality and grade of shoes.

In addition to strengthening the advantages of raw materials, the overall improvement in creativity and design is the key, and this adds a weight to the shoe industry chain to the source. Creativity is the key and design is competitiveness.

2, improve brand and develop brand enterprises.

The importance of technology patent in shoe industry can not be ignored in the industry competition. Only by truly having the strength of independent production R & D and many practical patents can it be distinguished from the homogenization competition of most enterprises.

When building brand, we should regard network brand as the key point.

At present, there are few websites that can bring online brand into operation and have significant effect in China. Through their professional brand columns, they can effectively enhance brand effect for enterprises.

3, strengthen domestic market development

We should strengthen the domestic market and break the export oriented imprisoned.

But to turn the market to China, we must learn and start studying the Chinese market, research consumers, research brand building, research marketing and so on.

4, change the traditional marketing mode.

Difficulties have forced traditional industries into the Internet. With the development of domestic network technology, the number of Internet users has increased dramatically. The creation of network brands and the development of network channels have become new channels for enterprise development.

In order to develop network channels, we must first understand the problems of network order processing, distribution channels and terminal sales.

At present, the international shoe industry website, which is popular in domestic footwear industry, solves the upgrading of the network channel of shoe enterprises' industrial chain from the following aspects: shoe machine, shoe material, brand, business invitation, wholesale, processing market, footwear exhibition, shoe Institute and so on.

Among them, the "wholesale" column is also specialized for shoe enterprises to solve the "order processing, distribution channels, terminal sales" and other marketing difficulties.