Shoes And Clothing Brands Change From "Looking For Orders" To "Choosing Orders"

News on May 30 european union The high anti-dumping duty of 16.5% on Chinese leather shoes was abolished leather shoes Orders are gradually flowing back to China from Southeast Asia and South Asia. Facing this kind of cake, enterprises began to change the low-cost way of receiving orders a few years ago market The recovery is obvious.

Many European leather shoes orders originally invested in Vietnam, Indonesia, Malaysia, India and other neighboring countries of China have recently transferred to domestic shoe-making enterprises. In terms of the current backflow of buyers and orders, most of them are Italian and German brand purchasers and distributors. In April, the number of leather shoes exported to Europe by some famous brand shoe enterprises increased by more than 60% year on year, and the order volume of some Italian brands with long-term cooperation even exceeded 70%. The average unit price rose to about 20 US dollars per pair, with the highest reaching 50 US dollars per pair.

Take Wenzhou as an example, in April, its leather shoes were exported to the EU of 1.464 million pairs and US $16.39 million, with a year-on-year increase of 5% and 24.1% respectively, and the average unit price increased by 17.89%; in the first quarter of this year, Dongguan exported 40.38 million pairs of shoes to the EU with a value of 70.256 million US dollars, and the monthly average shipment volume and value were also quite high. "The value of footwear products exported from these places to Europe in one month is equivalent to the value of footwear products exported to EU at Shishi port in the first quarter." According to the national leather shoes Association of Dongguan and other countries, they are working out a plan for exporting leather shoes to Europe in the next half year.

Why can the quantity and value of leather shoes exported from Dongguan and Wenzhou to Europe increase rapidly in the short term? According to Wei Yafei, director of shoe making office of China Leather Association, the main reason lies in the local well-known shoe-making enterprises, on the premise of ensuring product quality, take the initiative to increase the unit price of products, establish a more stable cooperative relationship with original customers, and obtain more new customers through these brand purchasers Households. "For example, Aokang company mainly cooperated with GEOX company in Italy before. After the cancellation of EU anti-dumping duty, sixty, camens and other brands from Italy and Germany also came to visit."

Enhance bargaining power

"In contact with some Quanzhou enterprises, we learned that the EU market used to account for 20% - 30% of their total market volume, but after the implementation of anti-dumping duties, it only accounted for 5% or even less of the total." The person in charge of Shishi shoes Association believes that enterprises should rationally change from "looking for orders" to "selecting orders" if they want to enter the EU market smoothly next.

"For us, the biggest benefit for enterprises is to enhance their bargaining power with foreign brand companies." Manager Lin, the person in charge of Shishi one leather shoes enterprise, said that after knowing that the anti-dumping duty would be cancelled, its enterprise finally raised the price by 15% on the original basis in the negotiation with brand merchants. "Of course, such a large price increase is also a combination of the current raw material prices and labor costs, RMB appreciation and other factors, so most foreign brands can accept it. In recent half a year, enterprise orders have been saturated. The elimination of EU anti-dumping duties should also aggravate the development of this trend. "

　　 No longer blindly catering to customers

The head of Fuguiniao's production department believes that enterprises should not worry too much about this factor. At present, the status of domestic OEM has been greatly improved, and European brand manufacturers are no longer as strong as before, especially after March this year, the trend is more and more obvious. Before that, some domestic small and medium-sized foreign trade processing enterprises were gradually eliminated, so that it was much more difficult for foreign brands to find suitable OEM plants than for domestic factories to find new EU customers.

In addition, the selection of orders can be considered from three aspects of product price, style and production strength. Within the acceptable range of enterprise capacity, it is not necessary to adjust the original raw material procurement and production process of the enterprise in a short period of time in order to increase orders.