with the slow recovery of the European and American shoe market, in the first half of this year, Dongguan’s footwear exports had an explosive growth, but some people conducted in-depth research and found that this does not mean that the export situation is improving, it is just a rebound. The investigators said that the explosive growth was mainly due to the fact that the stocks of European and American countries sold almost the same some time ago, and temporary replenishment orders were needed. The export situation of Dongguan shoe enterprises did not improve, and the export unit price of products was also falling
coupled with the appreciation of RMB, the rise of raw materials, labor shortage and other issues, Dongguan shoe enterprises are facing a new round of baptism
Qi Yaochang, chairman of Dongguan Yinsheng Shoes Co., Ltd., reflected that when he was doing export sales, he went out container by container. Now, every store sold several pairs or dozens of pairs a day, and the progress was very difficult. Department stores were also very realistic. They didn’t give a brand cultivation period at all, and they didn’t immediately kick out the door if they didn’t get a year’s performance
Chu Xiuqi, President of China Department Store Association, said in an interview that during the on-the-spot investigation in Dongguan, we found that these export shoe factories have competitive advantages in manufacturing, independent design and R & D, but they are relatively weak in brand and channel. The docking of domestic and foreign markets needs a process. There are differences in styles, marketing methods and prices at home and abroad. These export-oriented shoe enterprises need to find the correct brand positioning and make corresponding adjustments to the production mode. The association is also advocating department store innovation and considering recruiting some export-oriented enterprises to enter the market to avoid the homogeneous competition in the department store industry