Guangdong shoe enterprises formed the industry group at the beginning has been for foreign well-known shoe companies on behalf of the processing, do OEM. It can be said that OEM has opened the door of Guangdong footwear industry and laid the foundation for its development. However, with the changes of the times and the fierce competition in the market, OEMs are no longer adapting to the needs of Guangdong's footwear industry, but have become obstacles to growth.

The government has been advocating corporate transformation since the beginning of 2008, and companies are also enamored that they will not wait for the transition to die. However, looking at the road to transformation, how many companies succeed, how many companies are waiting or failing, the situation of the domestic sales market is complicated, and the transition is easier said than done! According to statistical data, as many as 90% of companies are hitting the wall in the domestic market. Unpredictable; these companies are mostly small and micro enterprises. A shoe company official said frankly: "The domestic market is too chaotic. There is no factory with its own brand. Now the road is really hard."

The transformation of shoe enterprises, the brand is the key.

The first OEM domestic shoe brand

In 2011, China’s footwear sales amounted to 2.257 billion pairs, which exceeded the US’s 2.133 billion pairs and ranked first in the world. However, in 2008, the financial crisis and the debt crisis in recent years made it difficult for the export market to have a single shoe. Can be connected, or there is a single but did not dare to meet; the other hand, the domestic market has been advancing all the way, unlimited scenery. This undoubtedly gave a shoemaker a strong booster, and Guangdong shoe companies, which have always been based on processing, also targeted the domestic market and turned to domestic sales.

The author has learned that there are two main directions for the export of small and micro enterprises to domestic sales. One is to develop their own independent brand, and the other is to provide OEM for large domestic brands. However, small-sized shoe companies lack strong competitiveness in terms of capital, technology and market share, and it is not possible to develop independent brand power. As a result, to occupy a place for the domestic market, some small micro shoe enterprises had to give OEM production to domestic large-scale brand shoes.

From the OEM for foreign companies to the OEM for domestic companies, there has not been any change in essence, but it may be a good choice for small micro shoe enterprises that cannot afford the risk of transformation and upgrading. However, we have to see that giving others a job is only an expedient measure. Creating a brand and creating a new blood can only create a new world.

Learn the brand shoe model again

For small-sized shoe enterprises, generation processing is the main source of power for companies to maintain their operations. If OEM orders are lost, they face the risk of closure. However, the long-term generation of processing, the enterprise will lose the future, still can not escape the fate of being eliminated. What should small and micro enterprises do?

Guangdong, especially Dongguan, has become the world's footwear processing center by virtue of its cheap labor force. During the course of processing in these decades, Guangdong footwear industry has learned advanced technology and management experience from Europe and the United States and has made considerable progress, from young chicks to mature. We can proudly say that tearing off the Nike trademark, Dongguan shoes are not worse than American shoes.

It can be seen from this that how important learning is.

Small micro shoe companies are limited by their own conditions, it is difficult to develop their own brands. However, as the saying goes, “Things are two sides,” after tiny shoe companies have processed large domestic brands, why not take the opportunity to cultivate their talents, cultivate their R&D and design teams, and learn how they operate. At present, there are many shoe companies in China that rely on imitating Belle's brand shoes to develop their own brand. A shoe factory owner who turned to the domestic market reluctantly said, "The domestic market does not take orders for big brands such as Belle and Daphne."

In the learning process, imitation is the first step. As Qian Zhongshu said, "Imitate the introduction of creation, arty will develop the appreciation of the experts, many genuine things in the world are from the fake." Afterwards, according to their own actual situation, they should make profits and take offenses, actively innovate and find a development path that suits them.

Enthusiastic development after the transformation

For the enterprise, the brand is the competitiveness, that is, the vitality; without the brand, the commodity power of the enterprise is very weak, even without competitiveness. Small micro shoe enterprises in the transformation of the road to the domestic large-scale brand shoe companies, and then imitate the successful brand shoe operating mode, the ultimate goal is to shape their own brands. The key to the transformation is the brand.

How to shape the brand? The author believes that in view of the characteristics of the small and micro enterprises themselves, they can develop together.

The footwear industry is one of the important traditional industries in China. There are more than 20,000 footwear companies in the country, forming five production and sales distribution bases in Guangdong, Fujian, Wenzhou, Chengdu, and Chongqing. The annual output of the footwear industry in Guangdong is nearly 3 billion pairs, accounting for about 60% of the country's total output; Dongguan's footwear industry accounts for 30% of its output. This shows that the size of the Guangdong footwear industry, Dongguan shoe industry scale.

If this force coalesces, it will be overwhelming, as Pangu opens up a new ground. The Asian Footwear Association Zhang Huarong said at the beginning of the Dongguan Shoes Brand Alliance: "The only small shoe companies can develop in order to survive in the fierce domestic market competition."

Recently, the Guangdong Footwear (Dongguan) Industrial Technology Innovation Alliance was established and became a joint unit of the Dongguan shoe industry following the Dongguan Footwear Brand Alliance. The Guangdong footwear industry technology innovation alliance aims to explore innovative production models that conform to Chinese characteristics. It is committed to improving the productivity of traditional labor-intensive industries such as footwear and clothing, and providing advanced industries for the transformation, upgrading, and development of traditional industries. Engineering technology and technical innovation cooperation organizations that provide consulting services to peer companies.

The establishment of the Guangdong Footwear (Dongguan) Industrial Technology Innovation Alliance undoubtedly brought the gospel to the transformation of micro enterprises. The head of the coalition once said that regardless of the size of shoe companies, it welcomes companies to join. More importantly, it is still an excellent platform for condensing the Guangdong footwear industry. Joining the platform will improve the production technology, production model, information management, personnel training and other aspects of small-sized shoe enterprises. At the same time, it will also strengthen communication and communication with the industry to achieve common development.