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China'S Shoe Industry Needs To Rethink Its Efforts To Eradicate Anti-Dumping

2010/5/25 8:26:00 302

Reflection On China'S Footwear Industry To Eradicate Anti-Dumping

China's shoe industry needs to rethink its efforts to eradicate anti-dumping

Ben reporter Ma Pengfei

From May 22nd onwards, Argentina Anti dumping war against China has been officially launched. The minimum reference price for all footwear products imported from China is the lowest FOB price per pair of shoes is $13.38. If the price of footwear imported from China is lower than the standard, the tariff will be levied according to the reference price.

according to Ministry of industry and Tourism "5. 14" statement , This time China Shoe Anti dumping Final The validity period is 5 years. In order to protect The The shoe making industry in China. This is self. In 1995, the European footwear Federation filed anti-dumping investigations on leather and plastic shoes made in China. , Arbitration in February 28, 1998 , Dumping duty was abolished in 2003. Then another " 5 years of war "

This year, the development of China's footwear market is described as "roller coaster". After just getting out of the financial crisis and depressed economy, it has not yet made enough effort to attack the world shoe industry, and it has ushered in a global "block". According to statistics, By the end of 3 this year, 152 cases of trade remedy measures launched by the European Union to China were among them. Among them, the EU has decided against China that the trade remedy measures being implemented will reach 56.

Facing the global anti-dumping against Chinese footwear industry, How should China's shoe industry respond? Over the years, our strategy is nothing more than "three combinations, one action and two combinations". The Ministry of Commerce has negotiated, and the trade associations and shoemaking enterprises are responding together. Under such passive measures, China's footwear industry has endured nearly twenty years of international pressure. This is the moment when most shoe companies have become the critical juncture of climate transformation and upgrading. Global anti-dumping against China's footwear industry Again and again. On this unprecedented difficult time, China's footwear industry is a group. Why do we repeatedly accept the passive surrender in anti-dumping?

Nearly 70% of the world's shoes are produced in China. Including leather shoes, cloth shoes, rubber shoes and plastic shoes, the total export volume of China's footwear last year amounted to 12 billion 500 million dollars, of which leather shoes accounted for more than 60%. In leather shoes industry, our country has a certain scale of production enterprises to 1.8, mainly concentrated in the provinces such as "the", "the" and so on, of which 2700 annual sales of more than 5 million yuan, only 1 million 360 thousand of these enterprises employees. According to international practice, any industry in any country is at the top of the world share. The industry will be in a monopolistic position, and it can restrict other entry by introducing industry norms. For example, although the US empire has encountered several antitrust accusations in the international arena, its hegemonistic position is unshakable, and its commercial interests are still good. Therefore, we must reflect on why China's shoe production share is absolutely dominant in the world, but the market is arbitrarily blocked by international people. Why can't we dominate the market?

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Key words: shoe enterprises take back their shells and take root

" With the gradual aging of European society, the industry began to decline. In 2004, there were two more than 200 enterprises in Spain, and only one left in 2005. Most of these enterprises are concentrated in the scale of 10 to 30 people. At present, the number of employees in China's footwear industry reaches about 2200000, with almost 20000 people alone. If we want to conquer the world, we must find an excellent partner. " In early 2008, when First brand 10000 Levi Reach Global strategic partnership Agreement And win the brand marketing and operation authorization of wanwade in the world. When, Wan Li Wei Dr. Armando Arcangeli I made such a speech. 。

　　 China's shoe industry's overseas mergers and acquisitions "blowout"

only Time lapse More than two years. 2010 In May 18th, the largest private shoe manufacturer in China. Just The signing of an agreement with the famous shoe brand Wanli wade to acquire the ownership of Wanli wade in Greater China. After the acquisition, Wanli Wade sold to China in the ownership of mainland China, Hong Kong, Macao and China, and according to the contract, more than ten patents from wanwade were shared. The Wanli shoe store shoe products under the banner will also be produced in the domestic market from the top 70%, 30% to 70%-80% in production, and 20%-30% in the high-end production line of HQ.

From agency to ownership, from strategic cooperation to mergers and acquisitions 。 The overseas gold rush program can be step-by-step. Its real intention is to highlight the world. Acquiring the first brand in Greater China is only the first springboard to enter the international market. Its ultimate goal is to transfer production, take root and become a global brand.

" At present, the company does not have the ability to send teams to take over Wanli Wade. Therefore, we first acquire the rights of Wanli Wade. " 。 The company did not buy Wanli Wade as a whole. In this regard, President of the group Like a mountain Express 。

This overseas merger has triggered a blowout in China's footwear industry. New round of overseas mergers and acquisitions of footwear enterprises On this Kick off. According to the industry, In mid June, more than 30 leather shoes and garment enterprises will go to the world to discuss cooperation with the world's first tier brands. Seeking acquisitions or capital injection to invest in these "old brand" brands. 。

Behind the "overseas M & a boom" is to avoid anti-dumping.

Since 1980s, the focus of world footwear industry has shifted from Europe and North America to the Far East. China has become the focus of the world shoe industry transfer. Over the past 20 years, the accumulation of industrialization in China, especially in the eastern region, has brought Chinese enterprises to a new platform. , Some Chinese footwear enterprises already have the capability of global sourcing and global sales.

Over the past twenty years, China's footwear industry has been in constant friction with the international community, and disputes are common. Why? Although China's footwear industry has strong and cheap labor support, It is unquestionable that any country must take measures when it is hit by the industry market. No matter what industry is monopolized or basically controlled by other nationalities, it is extremely dangerous for a nation. The chain reaction comes one after another, forming a vicious circle. The decline of the internationally developed international shoe making industry has led to worries about the footwear industry from the East, but the market needs the participation of the eastern footwear industry. Since 1995, China and Europe have seen some clues in the trade confrontation of footwear industry.

From 1995 to 2005, the EU imposed a quota limit of 10 years on China's export of leather shoes.

In September 17, 2004, a burning shoe incident occurred in the eastern city of Spain.

In December 2004, the shoemaking association formally appealed to the European Commission for anti-dumping investigations against all footwear products exported to the EU.

In June 30, 2005 and July 7th, the European Commission carried out anti-dumping investigation on China's labor safety shoes and some leather shoes.

In October 7, 2006, the European Union formally launched a 2 year anti-dumping duty on leather shoes originating in China.

In October 17, 2006, 5 enterprises, such as Mr Gao, filed an appeal in the European Court of justice on the grounds that the EU imposed anti-dumping duties on Chinese leather shoes.

In October 2, 2008, the European Commission announced that the EU will temporarily maintain anti-dumping duties on leather shoes produced by the two countries as a result of the initiation of anti-dumping review procedures for leather shoes in China and Vietnam. The decision means that the EU's 16.5% year anti-dumping duty on leather shoes and children's shoes imported from China in 2006 will be extended for another 12 to 15 months.

In December 22, 2009, the EU decided to extend the anti-dumping measures for another 15 months.

In March 15, 2010, the EU Court ruled that 5 Chinese shoe companies were defeated, and the relevant enterprises later said they would continue appealing to the high court of the European Union.

In April 20, 2010, the Chinese delegation formally requested the world trade organization to set up an expert group to investigate whether the EU anti-dumping measures against Chinese leather shoes violated international trade rules.

...

" China and the EU should not be simple competition in the development of footwear industry, but the relationship between competition and cooperation, complementation and development. " 。 Xu Yong, honorary chairman of China Leather Association When discussing the trade frictions between China and Europe once Speaking. " China is not a competitor but a complementary partner. " Franco Balin, vice president of Footwear Manufacturers Association once Express 。

The shoe industry in China has turned to the old shoe industry overseas. First, it shows the growth period of twenty years. The vast majority of China's footwear industry has completed the stage of original accumulation and entrepreneurship. Now it has entered the mode of product upgrading and meticulous management of enterprises. The two point is that Chinese shoe enterprises have long been tired of international anti-dumping. Well, that's the best example. In October 17, 2006, 5 enterprises in the EU and the EU filed an appeal in the European Court of justice on the grounds that the EU imposed anti-dumping duties on Chinese leather shoes. Why The famous brand of shoe and shoe industry The progress of cooperation is as fast as lightning, from agent to merger for two years. In the final analysis, we need to take the name of "foreign brand" to dominate the European and American markets and avoid international anti-dumping.

As you can see, Chinese shoe enterprises have already seen collective Tired of the global shoe market. Artificial suppression policy, behind the "overseas M & a fever", is to avoid anti-dumping. Years of blood and tears prove that international Agreements, commitments, memorandums of economic cooperation between countries, and so on, will stop before national interests. Therefore, trade friction will continue for a shoe exporter, the largest exporter in the world, with strong and cheap support. In the era of peace, the threat to a national industry is no less than a war launched by a country in the war years.

Therefore, if the Chinese footwear industry wants to avoid international anti-dumping in the future, it must carry out its own brand by "foreign brand". Only in this context can the international market give more room for development. Otherwise, it can only be a squid and be slaughtered. {page_break}

　　　　　　　　　　　 Key words: lack of government control

China's shoe industry's international market has been constantly rubbing against anti-dumping, which is not only related to the international worries and the control of the shoe industry, but also to artificially suppress the Chinese footwear industry.

　　 Market monitoring imbalance

Look at China Shoe products market Products Homogenization phenomenon Has reached the level of human spirit. Many shoe companies plagiarize me, I imitate you, resulting in a worsening market environment. Some shoe companies invest a lot of money and energy in R & D, strive to create unique products with new technology to win the favor of consumers, but are unscrupulously grabbed by some unearned shoe companies, and then use these technologies to make profiteering on their products, and those shoe manufacturers that have worked hard to create technological achievements fail to apply for intellectual property protection, so they can no longer lose their dominant resources.

Xie A shoe store in Xian County Blatantly " Red golden fly Beside " Red Dragonfly In the name of "selling cottage shoes", wholesalers and sales outlets such as those who disrupted the market even appeared in all kinds of cottage shoes, including sales of all kinds of cottage shoes.

It is the government's efforts to crack down on Shanzhai shoes, or even acquiesce in its survival, that leads to the existence of rampant shoemaking enterprises. This shift has helped to create the trend of cloning between shoe companies.

In the international market, the anti dumping market is booming and the homogeneity of the domestic market is serious. The government should introduce policies to regulate the industry, promote the growth of the legal system and technical standards of the industry, and curb and control the growth of homogenization.

Lack of policy guidance

Nearly 70% of the world's shoes are produced in China, which means that the footwear industry in China occupies the absolute voice and initiative in the world shoe industry. Since the world's demand for China is vast, absolute dependence on us exists. If we are too low in price to crush our national industry, we may mention a certain price and quality level to participate in the market competition. Is it not our Chinese footwear industry's development path to improve quality, control quantity, strive for excellence, and move towards brand management step by step?

In the face of worldwide anti-dumping, the Chinese footwear industry must work together and work together to avoid passive retreat in trade friction. This requires policy guidance and control by the government. Just as some provinces control farmers' farming fields, this will lead to a virtuous circle, otherwise it can only be empty talk.

Improve quality, control quantity and increase profit space. Only in this way can we be at home and abroad. The elimination of vicious competition will bring the whole world a good tomorrow and future.

Under the consideration of transposition, what measures will we take when our national industries are threatened? Fundamentally speaking, international anti-dumping will happen if there is a threat to a country's national industry. Government Commerce Department, association organization, enterprise alliance

Rather than long struggle against international anti-dumping, it is better to organize together to discuss measures to deal with anti-dumping. In the short term trade sacrifices for longer term benefits. Otherwise, frequent negotiations and investigations can only alleviate contradictions but not eliminate contradictions.

Under the guidance and supervision of the government, the Chinese footwear industry can only turn passively into the initiative in the international trade confrontation, and decide a win-win mode through a game with the international market.

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Key words: Strategic Transformation

Over the past 20 years, the focus of shoe manufacturing has shifted from Europe and North America to Japan, South Korea, China and other places in the Far East, and then transferred to mainland China. In recent years, it has gradually shifted to the central and western parts of China, including the mainland, China, Hong Kong, Vietnam and other places.

Nearly 20 Over the years, China's footwear industry has taken a good chance of global industrial transfer. It has made great progress in R & D technology, production technology, shoe making equipment and shoe materials, and has formed several large competitive international footwear industry bases.

At present, our country will not only become the production center and export center of the global footwear industry, but also will become the global technology center, information center, convention and Exhibition Center and trade center of the global footwear industry. Although the gap between China and the world's footwear power still exists, it has been shrinking. At the same time, the gap also shows that we still have a lot of space and potential.

The difference between the future Chinese footwear industry and the top international footwear industry will depend on what strategic transformation the Chinese shoe industry chooses in the process of upgrading its products. At present, although China's excellent footwear industry has gone out of extensive and large-scale production mode, it is far from the top international brands. If China's national brand wants to become a top brand in the future, it needs to work hard in the following two aspects:

Pay close attention to product quality and after sales service

It is understood that China's exports in the first quarter of this year

shoes

A total of 31 batches of products were recalled by Europe and the United States, representing a sharp increase of 40.91% compared with the same period last year. Among them, chemical hazard is the most important reason for the recall of footwear products, accounting for 82.48% of the total recall, most of which exceed two methyl fumarate, accounting for 94.69% of the recall due to chemical hazards. According to introducing, at present, the export market of domestic shoe enterprises is concentrated in the European Union and the United States. In recent years, Europe and the United States have imported products.

shoes

The child has drawn up increasingly stringent safety standards, and high standards have directly led the EU and the United States to become the focus of domestic exports of shoes. 。

The quality problems and after-sale problems of China's footwear industry are really worrying. International major quality problems have occurred frequently. Footwear products of more than 20 Chinese manufacturers in the winter of 2003 once stay Italy Arson was burned, and in September 17th of next year, a bigger "shoe burning incident" occurred in the eastern city of Spain. In April 2010, a "poisonous shoe incident" took place in Russia. No matter what the reason is, the quality problem of shoe industry can not be escaped. If the domestic two or three line city shoe city is detected according to international standards, most of them will be "man-made garbage", and those shoes city bases will become a "garbage" area. Even with the "national brand" standard, sometimes a pair of leather shoes can not be worn for a week. Not to mention whether the material is harmful to human health.

If the Chinese footwear industry wants to stand firm on the international stage, it must adopt environmentally friendly, non-toxic, recyclable materials to achieve high quality and low pollution output according to international standards, and use advanced science and technology and innovative design concepts to improve the added value of products, which not only meets the individual needs of consumers, but also protects consumers' physical and mental health and safety, and further expands the brand's influence in the market industry, so as to dominate the market.

At the same time, Chinese shoe enterprises should strive for more advantages in product development, channel construction and marketing strategies. This will not only speed up the pace of their own progress, but also let competitors compete with each other behind their breath, and they can also deter competitors by powerful corporate forces, so that they dare not act rashly.

If the product quality and after-sales service meet the requirements of the top brands, will our unit price be 1/10 or one percent? Who else launched the anti-dumping war against Chinese shoe enterprises? Only by making the best of products and sincere service can we have a loyal product supporter, who is likely to hold a customer's needs in the coming decades.

Branding the brand

In leather shoes industry, our country has a certain scale of production enterprises to 1.8, mainly concentrated in the provinces such as "the" and "the", and 2700 of them have annual sales of more than 5 million yuan. Most of the annual output value of shoes is from several hundred thousand yuan to tens of millions of yuan, and the annual output value is only a few hundred million yuan. Only six of the shoe industry in China are "well-known trademarks in China". Most enterprises do not have their own trademarks and trade names. They mainly provide processing, customization and OEM services for other shoe enterprises abroad and in China.

Product isomorphism is serious, and products lack differentiation. Basically, the "change board division" who imitates others' products does not have the real "development capability", which leads to the similar products in terms of styles, materials, grades, goals and markets, and most of them focus on the production of low grade shoes, resulting in a serious surplus of low-grade products.

It is the enterprises' desalination of their brand consciousness, resulting in serious product isomorphism and lack of differentiation of products. He Qibo, a senior brand marketing expert, once said, "the most important thing for small and medium enterprises is to be firm and confident. They often think they can only be a follower. Only follow those strong advertising brands or strong brand products. From packaging to product concept, to the real function is also too much; dare not start from the beginning of differentiated design, differential positioning. When the sale of imitation products has formed a certain scale, the patchwork products can not leave a clear impression in the minds of consumers, that is, no brand memory, no brand image and status.

I believe that the Chinese footwear industry, if it wants to avoid anti-dumping, must rely on the brand line instead of selling junk in a rush to sell the rubbish to the two or three tier cities and the rural market. Just as Chairman of the group " Chinese enterprises should increase their independent innovation efforts, grasp core technologies and create world-class brands so as to occupy the international high-end market. " {page_break}

　 Key words: footwear culture

Every 12 people around the world own a pair of shoes. Global On average, in every four pairs of sneakers, also One pair is Baocheng production. World total output of shoes 70%, but Chinese people wear shoes to learn from foreigners. What's the most popular fashion nowadays? The trend is "ocean brand". What is shoe culture? In a word, the value of shoes.

What is the value of a pair of shoes? ? The value of a pair of shoes Where ? Different culture levels and different occupations tend to have different values. A farmer may think that the value of shoes comes from their strong and wearable materials. A model may think that the value of a shoe depends on the uniqueness of its shape, the degree of innovation in its style, the visual impact of its collocation, while a white-collar worker may think that the value lies in the comfort and quality reliability of the shoes.

Different backgrounds and different values. Different occasions with different shoes, this is the shoe culture.

In conclusion, if the shoe culture comes to the hearts of the people, annually Per capita 10 pairs of shoes, 1 billion 300 million people's market is still small? We need to have a deep understanding of the frequent anti-dumping cases, rational thinking and transposition thinking. To encounter problems, first of all, we should first examine ourselves, then judge and counter others. Is this not the Confucian businessman culture that we once regarded as a classic? The shoe industry in China will be well known all over the world only after constant reflection. In this way, our national brand names can be rooted in foreign countries and become world famous brands.