Chengdu Shoe Industry Is Transferring To Dongfeng Through International Trade.

Floating and sinking

"Ten years of turmoil"

March 1st hearing began in the early 90s of last century, a large number of ambitious young people in Chengdu began to set foot in it. footwear industry From manual workshops with only a dozen workers to hundreds of millions of shoe companies, from OEM to self creation brand From export sales to domestic sales, from loose factories to China. Women's Shoes "Capital"... After more than 10 years of development, the footwear industry in Chengdu has long been an integral part of China's footwear industry and even the world's footwear industry. In 2005, Wuhou District was awarded the title of "women's shoes city of China" by the China Light Industry Federation and the China Leather Association. Chengdu and Wenzhou, Guangzhou and Quanzhou were also known as the "three states and one capital" of the footwear industry.

According to statistics, one out of every one hundred pairs of women's shoes in the world comes from Chengdu. The opening year of "12th Five-Year" is also a critical period for "East shoes moving westward". What kind of breakthrough will Chengdu's shoe industry get?

Germination

From manual workshops to shoes for the president's wife

After the inauguration of President Obama, a pair of black pointed high-heeled shoes on the foot of Michel, the first lady, caused the hot purchase of Americans and sold 500 thousand pairs in a short time. For a long time, people did not know that the shoes on Michel's feet came from a shoe factory in Chengdu, China.

"This shoe looks simple, because the shoe heel is thin and the chassis is small, it is very difficult to produce. The workers have been grinding for 3 months before they get the recognition from the American customers." Wu Deguo, chairman of empress shoes, recalls.

From a small leather workshop to the production of shoes worn by the president's wife, she has undergone more than ten years of transformation.

In the early 80s of last century, Wu Deguo was also director of the Jinjiang shoe factory in Dongcheng District, Chengdu. After 3 years of factory director, Wu Deguo chose the "no pay to stay" and went to the Lotus Pond to sell clothes. After several years of clothing and leather shoes business, Wu Germany, who was so restless, led a group of workers to run shoe factories in Fujian.

A few years later, Wu Deguo returned to Sichuan and found that private enterprises in Chengdu were gradually sprouting up. "There are many inconveniences in running a factory in a foreign country. Now that the hometown and private enterprise has developed, they will definitely choose to go back to their hometown and start their own business." In 1997, the company was formally established. It was only a handicraft workshop with more than ten workers.

At that time, Chengdu was like a few handicraft shoemaking factories such as this company. Feng Yong Gang, the chairman of the incumbent Footwear Company, has been in the shoe making industry after several years of shoe business. "At that time, I didn't understand anything. A glue seller came to buy me some glue water. I told him what glue you felt needed to make the shoes, and put them in the same bottle."

Transformation

Adhere to the standardized production line.

By 1998, the company had begun to take shape and built a factory on Wuhou road. In 2000, with the acceleration of urbanization, the former shoe factories and factories of Wuhou Avenue began to transfer to Jinhua and cluster bridges. At the same time, the mode of production is moving from manual production to mechanized production, and the management mode is also moving from man to man to modern management mode. During the transition period, the bosses of Chengdu shoe enterprises still have fresh memories.

"From 1999 to 2003, the factory lost 4 consecutive years, with losses amounting to several million." Wu Deguo recalled that after visiting Guangzhou, Fujian and other coastal areas, he was deeply aware that the only way out for Chengdu footwear industry to achieve rapid development is standardized pipeline production. However, the orders at that time were scattered and difficult to achieve standardized production. {page_break}

"Very difficult." Wu Deguo sighed, "at that time, my friends advised me not to try very easily, but at that time, when we had to make standardized production, we should be a landmine. When we passed, everyone would follow us. Finally, from the second half of 2003, the company had a turning point, turning losses into profits.

For Feng Yonggang, chairman of the card industry, that time is also hard to forget. "The supporting facilities can not keep up, and the heels and shoes and hats produced can not be combined and meet many problems." Feng Yonggang said that when he was the most serious, he even went to see a psychiatrist, and the doctor told him to "put down the pressure and do what he wanted to do." "Every day after pub, it takes 3 months to get better." Step by step, the footwear industry of the United States has finally figured out the right path of development, and now has the brand "cam me" which enjoys a high reputation in China.

Development

Every family carries out the "OEM" wall.

For a long time, the footwear industry in Chengdu was regarded as "dressing for others". Because until 3 years ago, the majority of shoe enterprises in Chengdu were mainly "export oriented", while "domestic sales" failed.

Since 2000, the company has established a cooperation plan with the American company of Monte Carlo, making orders for the company, and exporting the products to the brand of the company. Later, the company also collaborate with many foreign brands, mainly for OEM production.

When it comes to OEM production, we have to mention the footwear industry in Chengdu. Even in the small family workshop, AI faces the international market in the face of the backlog of domestic shoe market and the irregular market competition. In 1998, Liu Qiongying, chairman of AI min, went to Russia alone and made a quick response to Russia, Eastern Europe and the whole of Europe as the focus of international market development. In a few years, AI Min has established trade relations with more than 40 countries such as Russia, the United States, Italy and Japan.

think of change

Create independent brands, domestic sales and export sales

Until the White House Secretariat sent a thank-you letter, the company did not realize how important it was to create its own shoe brand.

Two years ago, Wu Deguo gradually handed over to his son Wu Xifan's hand, the product of his own creation. Unlike his father, Wu Xifan's goal is to develop his own brand. "Making a brand is not a matter of a single day. We need to invest a lot in the early stage, but we need to stick to it." Wu Xifan, who has served as the general manager of the company, has talked about the development of the brand of the company 1 years ago.

The footwear industry of Chengdu should be considered as an early brand enterprise in the footwear industry. Nowadays, there are hundreds of stores in the country, and many special stores have been set up in many large shopping malls. Feng Yonggang's determination to develop his own brand has never wavered. His goal is to win the listing of the company in the next few years.

AI min shoes, which have been making OEM (foundry production) orders, have gradually begun to develop their own brands. "Wenzhou mainly produces men's shoes, Guangzhou deals mainly with European and American orders, Fujian mainly produces sports shoes, and Chengdu is a genuine women's shoes city. The quality of our shoes is no worse than that of others, and now the top priority is to enhance brand influence. Liu Qiongying, chairman of AI min, said.

In addition to focusing on creating independent brands, exporting to domestic sales has also become a problem for many shoe bosses. Liu Qiongying said that the development of domestic sales is inevitable, but export will not be relaxed. It should be a two pronged approach to export domestic sales. {page_break}

Future

In 2015, the output value of footwear industry in Chengdu exceeded 30 billion.

After more than 10 years of development, relying on the original industrial base of Wuhou District, Jinhua and cluster bridge have initially formed an industrial scale with complete matching, production and marketing and an annual output of 100 million pairs of leather shoes. At the end of 2005, Wuhou District was awarded the title of regional brand of "Chinese women's shoes capital" by China Light Industry Federation and China Leather Association. At present, the output of women's shoes in shoes city ranks third in the country, and sales of products all over the country, and exported to more than 30 countries and regions.

At the same time, on the basis of stable export, the Wuhou footwear industry vigorously explored the domestic market, nurtured and nurtured a large number of women's shoes, such as sheme, Amiky and so on.

Fan Hong, deputy director of the Construction Management Committee of Wuhou new town, said that since 2006, the CMC has held the "China Women's shoes capital international procurement Festival" every year to attract domestic and foreign merchants, and has reached an intentional cooperation order of about 6 billion yuan. At the same time, the group will participate in international and domestic professional exhibitions to further expand the influence of "women's shoes city of China".

Wuhou District has also introduced a series of preferential policies to support the development of footwear industry. The future Chinese women's shoes city will also use the concept of industrial tourism before "shop and factory" to develop the tourism industry. In October last year, the tourist attractions of the Chinese women's shoes capital had been assessed through the national 3A scenic spot.

Fan Hong said that by 2015, Wuhou District would strive to achieve sales of footwear industry sales of 30 billion yuan. In terms of brand operation, we will make use of the regional brand influence of "Chinese women's shoes capital", focus on cultivating 3-5 well-known local brands, and build the "women's shoes city of China" into an international women's shoes center, which integrates high-end women's shoes design, R & D, production agglomeration and trade logistics.