"Diversified" development of Fujian shoe industry
2021-03-30 15:21
On the evening of April 12, CCTV's "News Network" broadcast "The Road to Breakthrough of a Foreign Trade Footwear Company", praising Wenzhou's resumption of production. Wan Jiayong operates a small and medium-sized foreign trade shoe company in Lucheng, Wenzhou. 90% of the leather shoes produced are exported to Russia, South Korea, Australia and other countries. With the outbreak of the overseas epidemic, orders were cancelled by 30%, and delayed confirmation orders also accounted for about 20%. The machines in the company's production workshop shut down more than half of them overnight.
If the overseas market is blocked, can it be turned to domestic sales? Not only are the sales channels of foreign trade shoes and domestic shoes completely different, but there are also large differences in craftsmanship. If you want to transform, the risk is also not low. The dilemma encountered by enterprises is not a case in Wenzhou. Many foreign trade shoe companies have experienced delays in delivery and cancellation of orders. How to help enterprises to overcome difficulties?
The positive actions of the government have made Wan Jiayong, who suffered from a shortage of orders, more steadfast, and began to boldly invest in production lines for domestic sales. However, new difficulties have arisen. Because of the uncertainty in the domestic market consumption trends, corporate designers More than 30 domestic shoes designed overtime and overtime have failed. After continuous trial and error, we finally designed a domestic shoe that has both the characteristics of foreign trade shoes that are wear-resistant and fold-resistant, and that fit the eyes of domestic consumers in style. On March 16, two new domestic shoe production lines purchased in Wanjiayong's workshop were officially put into production, and were sold to all parts of the country in quantities of 5,000 to 10,000 pairs per day through "net red" live streaming and e-commerce platform distribution.
A new coronary pneumonia epidemic has hit the peak season of Fujian shoe industry export of “Gold, Silver and Silver”. It is understood that many shoe companies along the coast of Fujian have closed stores in the European and American markets due to brands such as Nike and Adidas, and many customers in Europe, the Americas, and Southeast Asia have proposed delayed delivery or even cancellation of orders. Guo Jing, chairman of Fujian Putian Youth House Sporting Goods Co., Ltd., said that previously, due to the serious domestic epidemic, there were overseas orders lacking employees; but now, due to the spread of the international epidemic, there are now employees with production capacity but no overseas orders.
The switch from foreign trade to domestic "track" has become a pragmatic choice for Fujian shoe companies to cross the "epidemic" barrier. Huang Maoxing, Dean of the School of Economics of Fujian Normal University, pointed out that at present, the domestic consumer market is gradually recovering. Fujian's footwear industry can accelerate the conversion of "tracks", redesign products from design and technology, and use domestic consumption to pass the "epidemic" mark.
Guo Jing suggested that Fujian shoe companies should speed up the transformation, develop new products in a targeted manner, and connect the products to the domestic market; and actively connect through online platforms such as Taobao live broadcast and Juhuazhu, and embrace new marketing methods such as online celebrity live broadcast. Good shoes are shown to domestic consumers.