Qingdao Shoe Enterprises Seek Growth, Stick To Domestic Demand And Win Temporary Risk Aversion

The head of the small and micro financial business department of Ping An Bank Qingdao branch went to the remote village in the western part of Jimo, which is located in blue village. They are waiting for a group of professional words that speak Jiaodong dialect but talk about "domestic demand", "acceptance" and "credit".

Self-employed person.

Of course, they also did not come empty handed, to the blue village shoemaking enterprises to bring the 150 million yuan credit line, of which the single household amount can reach 20 million yuan, the joint guarantee amount can reach 5 million yuan, these funds will be used in the blue village shoemaking enterprise's business turnover.

Credit for shoemaking enterprises is a microcosm of the development of footwear industry.

As we all know, Qingdao has a good foundation for the traditional and light industry of shoemaking industry. The two old enterprises of double star and Fred, together with Hengda's rising shoe maker in recent years, constitute the independent brand team of Qingdao footwear industry.

Shiyuan, Changxin, Tai Guang and other foreign-invested enterprises constitute the Qingdao footwear industry's foreign investment team.

Qingdao once occupied about 80% of the footwear export capacity of Shandong, and became a shoe manufacturing center with the reputation of Zhejiang, Fujian, Jiangsu and Guangdong all over the country.

And today, the second line brand, represented by low end domestic shoe making enterprises in blue village, has rapidly risen, and they will become the new growth point of Qingdao shoe industry in the future.

In recent years,

The layout adjustment of these brands has brought a great blow to Qingdao's foreign-funded footwear foundry enterprises.

According to industry sources, the export volume of a Korean foundry enterprise plummeted from nearly US $100 billion in 2007 to less than 30 million US dollars in 2010, while another shoe factory failed and quit the market reluctantly.

Relative to the shoe industry, the field of shooing, the domestic demand shoemaking brand appears calm.

"Because the blue village shoemaking mainly enters the domestic low-end consumer market, both the US financial crisis and the European sovereign debt crisis have relatively little impact on us.

Feng Lianqing, director of the leather shoes production guidance office of blue village, told reporters.

As the most concentrated area of shoe making brand in Qingdao, some brands in blue village are involved in export orders processing, but the proportion is not high.

Reporters in the first half of 2012, Qingdao's foreign trade statistics bulletin also found that among the top 20 enterprises in Qingdao footwear industry, apart from double stars and Hengda, they are basically all foreign invested foundry enterprises and specialized trade enterprises. There is basically no local shoe making brand.

Compared with a large number of shoemaking enterprises that originated in foundry in Qingdao, they rely heavily on foreign purchasers. Under the background of global economic recession, they are dragging themselves to a road of no return. These domestic demand shoemaking enterprises, which own their own brand foundation and market channels, have gained good development opportunities in recent years.

Among them, as an old domestic demand shoemaking enterprise in our city, after years of development, Qin Ze has formed hundreds of people's scale, and has won the well-known trademark in China.

Of course, it is undeniable that the main attack on the two or three line of the low-end market has also brought another negative result, that is, the price of products is not high.

When interviewed by a number of enterprises in the blue village, reporters learned that in the terminal market, single shoes usually sell 100 yuan / double, and high-end shoes can be sold for 200 yuan / double.

Moreover, these enterprises generally have a custom rule: the producers will give the dealers considerable profits, and the two sides basically do not bargain.

According to a family

The person in charge told reporters that the profit of each link is generally around 10%, because the intermediate links are few and the market buyers are relatively low.

The reporter also noticed a detail in the interview, that is, compared with some mature and more standard brand systems, these local products generally adopt multi brand operation, and an enterprise runs multiple brands at the same time, and there is no fixed grade positioning among brands.