Guangdong is China's largest exporter of footwear hot melt products. In the first half of this year, the number of exporting footwear products in Guangdong fell sharply, but the export value still increased, and the number of exporting enterprises decreased by nearly half, but the average export price per pair of shoes increased by nearly 30%. According to expert analysis, since last year, the traditional shoemaking industry in the Pearl River Delta has suffered from various pressures. The "one lift and one drop" of footwear exports in the first half of this year indicates that the adjustment of industrial structure is accelerating. Small and scattered. The workshop-type companies have all been eliminated, and high-quality companies are becoming stronger and stronger. Pearl River Delta footwear export companies have reduced by nearly half.

China is currently the world’s largest footwear production area, while Guangdong has an important position with nearly half of the country’s output. In 2007, Guangdong's footwear exports reached 3.47 billion pairs, worth US$9.2 billion, accounting for 42.5% of China’s footwear exports. However, since the beginning of this year, affected by the unfavorable factors such as the continuous appreciation of the renminbi and the sharp increase in raw materials, footwear exports in Guangdong have experienced a significant decline after successive years of growth.

According to the latest statistics from Guangzhou Customs, in the first half of this year, Guangdong Province exported 1.63 billion pairs of footwear products, a decrease of 15.8% over the same period of last year, with a value of 4.96 billion yuan, an increase of 9.2%; the average export price was US$3 per pair, an increase of 29.6%.

Affected by many factors, Guangdong's footwear export enterprises have significantly decreased this year. The number of enterprises with export performance decreased from 5,811 in the same period of last year to 3,924 in the first half of the year, of which the footwear export enterprises in the Pearl River Delta dropped more significantly, from the same period of last year. The number of 5043 homes fell to 2,617 in the first half of this year, a drop of 48.1%.

For this data, the Guangdong Footwear Manufacturers Association Qiu Xiaoguang believes that this reflects the shoe industry's restructuring has emerged a good sign of performance for small businesses to accelerate the integration of large companies, some companies to the northern Guangdong mountains and east and west wing Transferred, but some of the original small shoes to do the export of finished shoes instead of supporting the big factory, the industrial division of labor is more detailed, the industry is accelerating to the direction of intensification.

The stronger and weaker the weaker, the weaker the situation

Wu Hang, secretary-general of the Guangdong Footwear Manufacturers' Association, said that this year will be a crucial year for the adjustment of the shoe industry. It is still difficult to judge the outcome of the adjustment. At least one more observation period is required. The footwear industry has entered the era of competition in which the survival of the fittest is the best. Enterprises that are good at deploying resources, focusing on innovation, and managing norms are developing well, showing a stronger stronger and weaker weaker situation.

Shoes Co., Ltd. has more than 1,000 people, 3 production lines, the products are mainly exported to Europe and the United States. Lingsheng Miao, the boss, said that on the whole, companies feel a lot of pressure this year. The key lies in adjusting themselves and actively guarding against all kinds of unfavorable factors, such as expanding the market, customers, and increasing agency brands. This year, the company set up a development department to build its own brand to develop domestic sales, and the product will be launched in September. In addition, we also want to convert current managers, managers, and other senior executives into shareholders to diversify business risks.

In the past, the company’s business model was one-handed and one-handed. The problems of R&D and marketing were rarely considered. However, the current business environment has changed, forcing companies to accelerate their strategic adjustments, focusing on the development of their own brands and their own intellectual property rights. Product added value and long-term development planning, to strengthen marketing efforts, and now many footwear companies choose to set up a marketing headquarters or marketing center in Guangzhou.

According to the analysis of the Guangdong Footwear Manufacturers Association, there are some new trends in the development of the footwear industry in Guangdong:

First, more and more companies have begun to attach importance to enhancing their ability to innovate in science and technology. Some companies have established shoe-making engineering R&D centers, and various technological alliances between enterprises have also begun to develop. In addition, the Guangdong footwear industry has started technical standardization work in the areas of finished shoes, materials and parts, and shoemaking equipment.

Second, industrial clusters characterized by specialized production have unique advantages in the market. At present, major production areas in Guangdong are vigorously promoting the development of characteristic industrial clusters. At the same time, the construction of industry chambers of commerce and public service systems is strengthened, and local enterprises are encouraged to jointly develop. market. The third is to vigorously expand the domestic market. Looking at the current situation, companies that focus on domestic sales and who walk on two legs have developed faster and have better days.

Three "hedges" trouble footwear industry>

At present, the adjustment of the industrial structure of the footwear industry in Guangdong is accelerating, and some “hidden worries” that plague the development of the industry still exist, and it is urgent to break through:

One is the impact of anti-dumping duties imposed by the European Union. In October 2006, the EU imposed a 16.5% anti-dumping duty on leather shoes originating in China for a period of 2 years. According to customs statistics, in the first half of this year, Guangdong exported 26.64 million pairs of restricted shoes to the EU, a decrease of 19.7%, but exports to the EU without anti-dumping shoes reached 190 million pairs, an increase of 21.7%, and the price was US$2.9 per pair. Slightly up 6.1%. With the imminent anti-dumping deadline in the EU, the growth in exports to Europe may be the trigger for the EU to initiate anti-dumping lawsuits against Chinese exports.

Second, the ability of independent innovation of enterprises has yet to be strengthened. In the footwear industry in Guangdong, foreign trade exports and “OEM” production account for a large share, lacking well-known brands, and the added value of products is not high. There is still a certain gap between the materials, technology, and technology, etc. compared with the international advanced level. In the first half of this year, Guangdong's private enterprises exported 740 million pairs of footwear products, which accounted for 45.7% of Guangdong's footwear exports in the same period, but only accounted for 19.7% of the total export value. The average export price was only US$1.3 per pair. It is a low-grade product.

Third, many enterprises have just started the development of the domestic market. They are slow to develop in modern logistics and electronic transactions, and lack the professional and marketing talents to create brands and expand markets.

This year is still a year for shoe-making companies to face a lot of pressure. The future development of enterprises depends on whether or not they can withstand the pressure in this industry adjustment and break new ground. The footwear industry in Guangdong is well-established, with more than 6,000 footwear enterprises. The product range is complete. The upstream and downstream industries are well-supported. This adjustment is both a challenge and an opportunity. After being tempered, China's footwear industry is at the center of the global footwear industry. It will remain stable.