Transformation And Upgrading Of Dongguan Shoe Industry&Nbsp; Equal Emphasis On Brand Research And Development And Processing And Manufacturing
Dongguan Annual production of shoes exceeds 1.5 billion pairs
November 25 "Global footwear industry Look at China, and China's shoe industry looks at Guangdong "has always been a famous saying in the industry. According to relevant data, after nearly 20 years of rapid development, there are more than 1500 shoe manufacturing enterprises in Dongguan, and about 2000 shoe material and machine supporting enterprises, Shoe material There are about 3500 leather, hardware, chemical and other related supporting businesses, with 2 million employees and an annual output of more than 1.5 billion pairs of shoes. It has become one of the important distribution centers of finished shoes, shoe materials, shoe machines and other related products in the footwear industry nationwide, forming a complete supporting supply chain for industry information, market trade, and specialized markets for raw material production equipment.
Different from other shoe production areas in China, Dongguan shoe manufacturing enterprises are mainly Taiwan based, mainly producing brand sports shoes and high-end leather shoes, among which there are many enterprises that carry out OEM for world famous brands. It is said that at present, about 65% of the world's high-end shoes or famous shoes come from Dongguan, one pair of every 10 pairs of sports shoes in the world is produced in Dongguan, and most of the well-known brand shoes such as Nike and Adidas are produced in Dongguan.
Shoe making giant quietly transformed
However, in the two decades of vigorous development of Dongguan footwear industry, these manufacturers of well-known brand shoes did not focus on brand development, and bred a world-famous brand belonging to Dongguan, or even a well-known Chinese brand, which is a pity of Dongguan footwear industry.
"Are these shoe giants really willing to do OEM processing forever? Of course, the answer is no!" According to Lin Zhaojie, chairman of the Taiwan Footwear Industry Association, Dongguan well-known shoe manufacturers represented by Xingang, Huajian, etc. have started to create their own brands and embarked on a transformation path combining brand research and development with processing and manufacturing.
Take Huajian as an example. As early as October 1996, Huajian Shoes Co., Ltd. was established in Houjie. After many years of entrepreneurship, it has grown into a world-famous manufacturer of women's shoes. It is a contract manufacturer for global famous brands such as NINE WEST and ESPIRIT. In recent years, a large scale new factory has been built in Nancheng. In 2006, Huajian, who has production experience and technology, was not willing to just make wedding dresses for others, and set up Huabao R&D Center in Dongguan with huge investment. At present, its R&D center has basically equipped with a system of high-level professional and technical talents such as R&D and design, and employs nearly 30 professional designers from Italy, Brazil, Spain and other countries, and more than 300 floor and surface engineers. On the basis of research and development, Huajian has now established its own brand COLCO, Alain Delong, Jackie Chan and other brands, and introduced the world's advanced sales concepts to form its own sales network.
"Huajian, which started as an OEM, has already possessed the strong basic strength to become the leading enterprise of women's shoes in China." Qiu Xiaoguang, president of Guangdong Footwear Chamber of Commerce, pointed out that Dongguan's shoe industry has a solid foundation of manufacturing, standardized market operation and complete industrial supporting facilities, and the basic elements suitable for the development of the shoe industry still widely exist. Although facing difficulties such as anti-dumping and cost increase, Dongguan's shoe industry still has a good development prospect as long as leading enterprises have the determination to take root and transform. "The pattern of Dongguan Houjie and Guangzhou as high-end shoe manufacturing centers and R&D and trade platforms will probably become the best regional interaction model leading the future development of China's shoe industry."
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