It is understood that from January to August 2020, the sales revenue of enterprises above designated size in the footwear industry across the country fell by 14.6% year-on-year, but from a trend point of view, the decline in growth rate has been narrowing month by month. The cumulative growth rate of footwear exports bottomed out in May. At present, the trend of continuous decline in export growth rate has been reversed. The cumulative growth rate decline from January to August has narrowed slightly by -27.4%.
In this regard, Mr. Li said that this downturn will need to continue for some time, and export sales must be prepared for this. China's footwear industry must also aim at the direction of increased demand in the domestic market, continuously improve its own enterprises, and meet the needs of enterprises. ability.



Mr. Li stated that in recent years, the footwear industry has continued to adjust in a new cycle characterized by low growth. The growth rate of production, export, and consumption has continued to decline for several years. The industry has developed from the previous era of incremental growth. Enter the era of stock optimization with deep improvement of quality and efficiency.

With the continuous upgrading of footwear consumption, domestic consumers have more and more stringent requirements for footwear, and the demand for individualization, fashion, and quality has become more and more vigorous. However, after a new round of impact on domestic footwear, The contradiction that does not match the new demand brought about by the consumption upgrade has become more and more prominent.

The growth rate of footwear imports continues to be higher than that of exports and consumption, and this trend will continue. In the past, the shoe industry's sales market mainly relied on domestic supply, but from the perspective of the development of the shoe industry in recent years, the proportion of domestic supply has shown a continuous downward trend, especially in the increase in the amount of new volume being squeezed faster.

The top priority of China's footwear industry is to aim at the demand direction of the domestic demand market and continuously improve the company's capabilities to meet market requirements. To make full use of the domestic market stock, more importantly, make good use of the high-quality new volume of the domestic market.



Mr. Li believes that it should be consumer-centric, through big data analysis of data generated by own or cooperation with the platform, insight into consumer needs, and then precise research and development; further shorten response through automated manufacturing, personalized customization, intelligent manufacturing and other businesses Cycle, improve the resilience of the supply chain, and promote C2M and other businesses; focusing on digital retail upgrades, accurately matching users, and improving user stickiness are all important aspects of achieving high-quality development in China’s footwear industry.

How should companies respond to changes in the economy, society and the shoe industry in the future?

Wan Xianghua, vice president of Thousand Baidu International Holdings Co., Ltd., analyzed that the market is changing and consumer demand is also changing. Therefore, the future competition of shoe and apparel companies is no longer a direct relationship between business to business, brand to brand, ability and ability. , But the relationship between the enterprise's complete industrial chain ecology and ecology. The in-depth ecological cooperation and co-creation of value at different levels of the industrial chain also determine how strong the brand is to resist risks in the future.



The editor believes that in the face of the unfavorable situation of declining global demand, some domestic footwear industries that are mainly export-oriented have turned to the domestic market. However, many shoe company bosses first set foot in the domestic market and lack marketing experience and have been unable to break through the predicament.

In fact, it is very important to find the correct positioning. Some shoe company owners immediately thought of some relatively strong and well-known brands such as "Nike" when they wanted to switch to domestic sales. But not all well-known and more luxurious brands are brands that all consumers agree with. The key to a brand in the market is to find its own target and position, and be thorough, to be the first in the market segment. Naturally it is the brand.

Identify your own style positioning, each brand should have its own clear market positioning and logo, so that others will remember you at a glance, such as shoe giant Belle, Red Dragonfly, etc., they have distinct style characteristics, plus other Driven by factors, they have become giants in the shoe industry.



At the same time, we have to position the market. The market is too big and there are too many competitors? A brand cannot take all of the market. Regional positioning of the market should be biased towards the south or north; in which class the price is positioned, whether the format is positioned in specialty stores or counters, and at what stage is the age positioning, all these must be clearly positioned in order to effectively focus in the market, so that in the short term The visibility and reputation of the component brand within time.

Secondly, a brand must have its own distinctive and easily recognizable corporate image logo, commonly known as brand packaging. While considering the positioning, we must also consider the company's foundation and resource status. With this expertise and positioning, we have won a place in the regional market. This is the success of the company's persistence and positioning.

Only in this way, combined with other factors, can shoe companies break through their predicaments and be qualified to participate in fierce competition in the domestic market.



Tengyulong Machinery Technology Co., Ltd. is a scientific and technological enterprise that is supervised by the German Kenyang International Group Corporation and integrates professional R&D and shoe machinery manufacturing. The main products are foam cutting machine, automatic gluing and hammering machine, polishing/thickening machine series, hot melt glue series, steam drying and steaming machine, hot label machine series, printing machine series, heat transfer series, process series And other complete sets of equipment for shoemaking.

Contact: 13509229853

Official website: http://www.tylmac.com

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