Analysis of the Situation of China's Shoes Export Competition

Opportunities in the import market In recent years, with the global transfer of footwear products and partial structural adjustments and the improvement of the market economy in major countries such as Europe and the United States, the global footwear import market has continued to grow. This provides good opportunities for the development of various footwear exporting countries. The North American market, especially the U.S. market, is the best market for exporters of footwear products. It has a large market size, steady growth, and no barriers to trade protection. Although the EU market is large in scale, there is trade protection, and anti-dumping duties have been levied on the footwear products imported from China and Vietnam after the cancellation of quotas. In recent years, the import market for footwear products in Central and South America and Africa has continued to grow rapidly, providing new opportunities for the export of footwear products.

If the EU is regarded as the overall market, according to official statistics of various countries and regions, the share of Chinese footwear products in the global footwear import market will increase from about 54% in 2002 to about 60% in 2005. Vietnam footwear The market share of products rose from about 6% in 2002 to about 8.3% in 2005. Taking into account the EU countries' imports from Italy, the Italian footwear market share in the global footwear import market was about 9% in 2005. about. Compared with 2002, it fell by about 2 percentage points.

In the major footwear product import markets, except for some countries, footwear products from China have occupied an absolute market share. In the EU market, due to factors such as anti-dumping, China's footwear products hope to continue to pass low prices. It is unlikely that the strategy will significantly increase market share. Therefore, the existing market share should be maintained by increasing the added value of products, strengthening and improving the service system for buyers, close cooperation with local marketing channels (including equity participation, holding and mergers), and consolidating the cooperative relationship with old customers. Increase export profits.

The export market's ** - international competitors For footwear products, the product exporting countries are mainly concentrated in Asia, Europe and South America, the main countries are China, Italy, Vietnam, Spain, Brazil, Portugal, Romania, Indonesia, India Thailand and other countries with faster export growth include China, Vietnam, India, and Romania. In recent years, with the further transfer of industries and the adjustment of industrial structure, the focus of global footwear output has been further concentrated in Asia.

Italy Italy is a traditional exporter of footwear and footwear. In recent years, the export of footwear products has basically grown steadily. In 2005, the export value of footwear products was US$9.04 billion, a decrease of 2.7% compared with 2004, and an increase of 26.2% compared with 2000. Italy is a European Union country. More than half of its footwear products are exported to other EU countries. In 2005, Italy’s export of footwear products to other countries in the EU accounted for 54.5% of the total exports of footwear products in the current year, compared with 54.5% and 55.2% respectively in 2004 and 2003. For non-EU countries, the countries and regions where Italian shoes are mainly exported include the United States, Romania, Switzerland, Russia, Japan, Canada and Hong Kong. In 2005, Italy's export of footwear products to the above-mentioned 7 countries was 11.1, 6.2, 4.5, 4.0, 2.6, 1.1 and 1.0 billion U.S. dollars, respectively, accounting for 12.3%, 6.8%, and 4.9% of the total Italian footwear exports that year. , 4.4%, 2.9%, 1.3% and 1.1%. Compared with 2004, Italian footwear exports to Russia, Japan and Hong Kong increased by 12.8%, 1.9%, and 9.4%, respectively. Exports to the United States, Romania, Switzerland, and Canada decreased by 15.2%, respectively. 0.5%, 4.6%, and 5.7%.

In 2005, Italy exported 250 million pairs of finished shoes, a decrease of 12.6% from 2004 and a decrease of 33.1% compared with 2000. In 2005, Italy exported 70.8%, 10.6%, 2.9%, 1.6% and 1.5% of its finished shoes to EU countries, the United States, Switzerland, Russia, Canada and Japan, respectively. In the finished footwear exported to Italy in 2005, the percentages of “6401” to “6405” accounted for 5.3%, 15.2%, 68.0%, 7.7%, and 3.8%, respectively. In addition, the average price of Italian finished shoe exports in 2005 was US$30.5 per pair, an increase of 11.7% compared with 2004 and an increase of 82.5% compared with 2000.

It can be seen that the main market for the export of Italian footwear products is in Europe. Although the export of footwear products has been declining in recent years, the average price of exported products has been rising, indicating that the export of Italian footwear products is further toward high-end products.

Vietnam Vietnam is one of the world’s leading exporters of footwear products. In 2005, the export value of footwear products was US$3.01 billion, an increase of 11.9% compared to 2004, an increase of 105.0% compared to 2000, and more than doubled. . The main export markets for Vietnamese footwear products are the European Union, the United States and Japan. Vietnam's export of footwear products to the above markets accounted for 60.0%, 20.0% and 3.0% of the total export value of its footwear products. In addition, sports shoes, women's shoes, and casual shoes accounted for 67.0%, 19.5%, and 7.0% respectively of shoes exported to Vietnam in 2005.

The EU is the main export market for Vietnam's footwear products. According to EU statistics, in 2005, 25 EU countries imported US footwear products worth US$2.61 billion, a decrease of 4.0% compared to 2004. In the EU market, Vietnamese footwear products compete with Chinese products. The market share of Vietnam’s footwear products (in amounts) in the EU dropped from 20.6% in 2003 to 17.1% in 2005, while the share of Chinese footwear products in the EU rose from 25.3% in 2003 to 39.1 in 2005. %.

In terms of quantity, the EU imported 270 million pairs of finished shoes from Vietnam in 2005, a decrease of 9.4% from 2004, and the market share (based on the number of finished shoes) fell from 19.6% in 2003 to 13.8% in 2005. The EU mainly imports leather shoes from Vietnam. In 2005, the number of leather shoes imported from Vietnam by the European Union (“6403”) was 130 million pairs, which accounted for 47.2% of the total number of finished shoes imported from Vietnam, followed by “ 6402” accounts for 29.5%, and “6404” accounts for 21.0%.

In the U.S. market, with the improvement of U.S.-Vietnam trade relations, U.S. imported footwear products from Vietnam have been growing rapidly year by year. According to U.S. official statistics, the United States' import of footwear from Vietnam increased from 125 million U.S. dollars in 2000 to 720 million U.S. dollars in 2005, an increase of 5.8 times in six years.

In 2005, the United States imported footwear products from Vietnam and accounted for 4.0% of the total US footwear imports. In terms of quantity, in 2005, the United States imported 67.92 million pairs of finished shoes from Vietnam, an increase of 43.45% compared with 2004, of which “6403” accounted for 58.8% of the total US imported finished shoes from Vietnam, followed by “6402” ", accounting for 29.0%.

In addition, in 2005 Japan, Canada, Turkey, South Korea, Australia, South Africa, Russia, and Brazil imported footwear products from Vietnam worth 130 million U.S. dollars, 100 million U.S. dollars, 49.556 million U.S. dollars, 46.906 million U.S. dollars, 35.109 million U.S. dollars, 3262.9 U.S. dollars. 10,000 US dollars, 24.931 million US dollars and 17.34 million US dollars, compared with 2004, an increase of 19.7%, 38.2%, 52.3%, 27.0%, 16.6%, 53.1%, 77.3% and 259.1%, the more prominent growth is Brazil and Russia.

In 2005, the total value of imports from Vietnam, including the European Union and the United States, from the above-mentioned 10 countries and regions was US$3.73 billion, an increase of 7.0% and 26.0% respectively compared with 2004 and 2003.

In recent years, Brazil’s footwear exports have grown steadily. Brazil's footwear exports in 2005 were 1.98 billion U.S. dollars, an increase of only 4.2% compared to 2004. The main export market is still the United States. In 2005, the U.S. export value was 950 million U.S. dollars, accounting for its current footwear products. The 47.9% of total exports fell by 7.6% compared to 2004. Exports to other major markets, the EU, Argentina, Mexico and Canada accounted for 23.1%, 5.9%, 3.0% and 2.6% of their total exports respectively. Compared with 2004, Brazil’s exports to the EU, Argentina, and Canada increased by 34.7%, 8.1%, and 1.6%, respectively, while exports to Mexico dropped by 17.4%. In the footwear trade, Brazil achieved a large trade surplus.

In 2005, Brazil exported 190 million pairs of finished shoes, a decrease of 10.7% compared with 2004, and its major export categories are “6403” and “6402”. In 2005, the export volume of the above two types of products accounted for 55.0% and 30.5% of the total Brazilian shoe exports. In that year, Brazil’s exports to the United States, Argentina, Mexico, and the United Kingdom accounted for 39.8%, 7.5%, 5.8%, and 5.7% of the total exports of finished shoes, respectively.

Brazil's footwear exports in the first three quarters of 2006 were US$1.49 billion, a decrease of 1.1% compared to the same period in 2005. Its exports to the U.S. market continued to decline, falling by 8.6% year-on-year, and exports to the EU increased by 12.3% year-on-year to US$400 million, which should be related to EU anti-dumping measures on leather shoes in China and Vietnam. As the EU imposes anti-dumping duties on leather shoes from China and Vietnam, Brazil’s footwear exports to the European Union show a trend of rising prices.

In addition, in recent years, Brazil’s exports of footwear products to some countries in South America have shown rapid growth. Compared with 2004, Brazil’s exports of footwear to Argentina, Venezuela, Paraguay and Colombia increased by 8.1%, 50.3%, 9.1%, and 44.5%, respectively, while Brazil’s exports to the four countries in the first three quarters of 2006 It increased by 15.2%, 64.1%, 24.3% and 30.0% respectively.

In addition, the export of footwear products from Spain and Portugal has been developing steadily in recent years. In 2005, the export value of footwear products was 21.7 and 1.61 billion U.S. dollars, respectively, which decreased by 5.1% and 2.6% respectively compared with 2004. The shoe products of Spain and Portugal are mainly exported to EU countries. In 2005, the export of shoe products to 25 EU countries accounted for 75.4% and 85.4% of the total export of footwear products. Romania's export of footwear products has been growing steadily in recent years. In 2005, the total export of footwear products was 1.59 billion U.S. dollars, an increase of 5.2% compared with 2004 and an increase of 102.5% compared with 2000. Romania's footwear products are almost all exported to EU countries. In 2005, the export volume of footwear products to the EU countries accounted for 98.3% of the total exports of footwear products in that year. In addition, the export of footwear products in Indonesia has shown a trend of recovery growth in recent years. Indonesia's footwear exports in 2005 were 1.43 billion U.S. dollars, an increase of 8.2% compared with 2004 and a 14.6% drop from 2000. The main export markets of Indonesian footwear products are the European Union, the United States and Japan. Indonesia’s export of footwear products to these markets in 2005 accounted for 42.2%, 33.1% and 6.2% of its total export of footwear products in 2004, respectively. This compares with an increase of 12.2%, 0.7% and 20.4%, respectively.

The comparative advantages of China's footwear industry As a whole, the industry has grown over the years. China has formed four major shoemaking bases in Guangzhou, Wenzhou, Quanzhou, and Chengdu, as well as related material markets and related supporting enterprises. The company produces shoes and shoes. Many related industries such as raw hides and skins processing, shoe hardware accessories, and shoe sample development and design have also developed and matured, forming a good industrial chain. This kind of industrial agglomeration creates many competitive advantages for companies and reduces transaction costs between companies. At the same time, due to the full social division of labor within the industry chain, each link achieves a high degree of proficiency and a higher overall labor productivity, thus improving the overall competitiveness of the footwear industry. In addition, China has sufficient labor force to provide a rich human resources for the footwear industry, thus forming a solid industrial foundation.

Labor costs As a typical labor-intensive industry, the labor cost of the footwear industry is the main factor that determines the competitiveness of a company. The proportion of labor costs in the cost of finished shoes is second only to the cost of raw materials. Through the survey of a number of shoe-making enterprises in the coastal and inland areas, the labor cost of the shoe-making enterprises accounts for about 15% of the total cost.

Compared with developed countries, China is a populous country. Abundant labor resources and low labor costs have become an important factor in China's economic development and attracting foreign investment. From the perspective of population structure, China has the advantage of young and old labor force aged 18-40 years. This low-cost labor advantage will not be lost for a long time to come. Judging from the quality of the workforce, the rapid development of higher education provides China with relatively sufficient high-quality talent for economic growth. At the same time, the popularity of 9-year compulsory education has also greatly improved the scientific culture and skills of ordinary workers. The low labor cost is an important factor for China's footwear enterprises to gain competitive advantage, and it is also one of the advantages of labor-intensive enterprises such as footwear to participate in international competition.

Analysis of Product Price and Quality Advantages In 2006, the average unit price of leather shoes in China's export of footwear products was US$6.30 per pair, the average unit price of plastic shoes was US$1.86 per pair, and the average unit price of textile surface shoes was US$2.01 per pair. Due to the low labor cost in China, the prices of export footwear are significantly lower than those in Italy, Spain, Brazil, Japan, and South Korea, and some are even lower than the export prices of Vietnam, Thailand, etc., showing a strong price advantage. .

With the advancement of shoemaking technology, the improvement of the level of mechanization, the improvement of manufacturing processes, the improvement of the quality of footwear materials, and the continuous improvement of the quality of workers, China's leather shoes, plastic shoes, and textile surface shoes have received domestic and international consumption in processing quality. The recognition of the person. From the perspective of export inspection, the product's open rate, bending stiffness, peel strength, bending fastness, abrasion resistance, logo, etc. can meet the standards of the exporting countries.

Analysis of Production Area Advantages Guangdong's shoemaking industry has occupied the leading position in China's footwear industry for many years. Guangdong footwear market is mainly distributed in Guangzhou, Dongguan, Huidong, Nanhai, Zhongshan, Heshan and other major cities, accounting for more than 85% of the footwear industry in the province.

After more than 20 years of rapid development after the reform and opening up, Guangdong’s footwear production accounted for 1/2 of the country’s total, accounting for nearly one-third of the world’s total. The output of shoes has surpassed that of India, Indonesia, and the world’s top ten shoe-making countries. The sum of five Asian countries such as Vietnam, Thailand and Pakistan.

Guangdong has the world's largest and most comprehensive footwear industry chain, forming Guangzhou (Baiyun District), Huidong (Jilung, Huanglong), Dongguan (Houjie), Shenzhen (Longgang), Heshan (Shaping), and Nanhai (flat Chau, Lishui), Chaozhou (Jieyang) and a number of footwear production bases, such as Huadu Shiling, Zhongshan, Maoming (Gaozhou), Nanhai (Luocun), Jiangmen (Xinhui), and a number of leather goods bags and labor insurance gloves. Characteristic industrial clusters such as tanners, shoe materials, etc., the footwear business district of Guangzhou West Road, and the leather goods business district of Zangyuangang are the world's largest trade wholesale markets in their respective fields, plus Dongguan, Shenzhen, Huidong and other places. Various professional markets have formed "Guangzhou prices" that affect China and the world.

Quanzhou Quanzhou is a tourist shoe production base in China and even the world.

Quanzhou has more than 4,000 shoe-making companies, hundreds of complete production lines, thousands of sets of plastic injection molding machines and various shoe-making equipment imported from Italy, Japan, and Taiwan. Fashion leather shoes (boots), outdoor casual shoes, sports shoes, work shoes, cloth shoes, beach slippers, sandals, various types of children's shoes and traditional embroidered shoes. There is also a group of companies that produce TPR, PU, ​​PVC, MOTO, rubber, and various raw materials for footwear, forming a shoe material, shoe machine and technology market that radiates across the country and has an annual demand of several billion yuan.

Geographical advantages Quanzhou is located on the southeast coast of China and is the starting point of the famous overseas Chinese hometown and the ancient “Maritime Silk Road”. Jinjiang, the famous sports shoe production base in China, is within the jurisdiction of Quanzhou. With its geographic advantages, Quanzhou has become one of the fastest growing and largest economic areas in Fujian Province. The footwear industry is one of the pillar industries in Quanzhou.

Brand advantages Through increasing technical input, increasing product technology content, strengthening market development capabilities and adapting to market marketing strategies, and drawing on the development road of world famous brands, the Quanzhou footwear industry has created a number of well-known sports shoe brands in China.

Supporting advantages The footwear industry in Quanzhou has driven the vigorous development of related supporting industries. Chenjing Town, Jinjiang City has developed into a famous “shoe industry” in the province and even the whole country. There are more than a thousand shoe-making enterprises. The annual turnover of the shoe material market exceeds 2 billion yuan. There are many well-known shoe and shoe manufacturers in China. Also settled here, effectively promoted the development of Quanzhou footwear. In addition, Anhai's tanning industry and Baizaki's rubber industry have also mushroomed. They have now become Fujian's largest tannery base, centralized control zone, and major rubber sole production site.

Business Advantage To promote the continuous development of the footwear industry in Quanzhou, since 1999, the city has held the Jinjiang (International) Footwear Fair every year. Every exposition has thousands of local and domestic shoe-making enterprises and distributors in Quanzhou and from Italy. United States, Germany, Britain, Japan, South Korea, Singapore, Russia, the Philippines, Hungary and other countries' footwear industry peers and agents attended the meeting, providing good opportunities for the development of Quanzhou footwear industry cooperation with domestic and foreign counterparts merchants.

Wenzhou Wenzhou is China's shoemaking base and is known as the “Chinese shoe capital”. There are more than 4,000 shoe companies, more than 1,000 leather-making enterprises, and many production companies. Many wholesalers at home and abroad have chosen Wenzhou as their purchasing area to constantly improve the image and manufacturing standards of Wenzhou shoes. After more than 20 years of development, Wenzhou footwear has grown from pure manual production in the 1980s to large-scale assembly line production. Between enterprises and enterprises is no longer simply the competition of output and scale, but the competition of brand, image and strength.

Brand advantage After more than 10 years of hard work, Wenzhou City currently has 4 Chinese famous brands, 9 well-known trademarks in China, and more than 20 leather shoe companies that have won the trademark of leather logos, accounting for 30% of the country's leather shoe companies. More and more Wenzhou leather shoes go abroad to open up the international market and enter the international market through cooperation with international famous brands.

Supporting the division of labor and cooperation, supporting the industrial production of Jackie Chan made Wenzhou shoe industry develop rapidly. At present, Wenzhou has formed an advanced domestic supporting production system: Yueqing Baishi sole production base, Yongjia Huangtian shoe decoration production base, annual sales of 3 billion yuan of Hetong Bridge footwear market, annual sales of 20 Billion-dollar hide market, leather machinery market and leather chemical market. In addition, Wenzhou City has also established professional design agencies, information agencies and exhibition agencies.

Talent advantages The Wenzhou shoe leather industry has a number of entrepreneurs and marketers trained in the market economy tide. They dare to invest, dare to fight, and dare to take the lead. More than a dozen thousand people's marketing forces spread all over the world, opening up overseas markets for Wenzhou footwear products. In addition, Wenzhou University and Zhejiang Industry and Trade Vocational and Technical College have provided a large number of talent resources for the industrial development of the region.

Mechanism Advantages Wenzhou shoe-making enterprises have emerged in the early 90s of the last century with individual companies and joint-stock companies as the main force for the entire industry. These enterprises have a flexible management mechanism, strong market adaptability, high labor productivity, and rapid development and innovation, making the shoemaking industry in Wenzhou full of vitality and vitality.

Chengdu Chengdu shoe industry mainly produced labor insurance shoes, riding boots, single boots, industrial shoes and some civilian shoes in the 50s and 60s. From the early 1980s to the early 1990s, private shoe factories developed rapidly and peaked between 1995 and 1996.

There are more than 3,000 shoe-making enterprises in Chengdu, and about 10% of companies have medium-sized and above production scale. Compared with the big factories in Guangzhou and Wenzhou, Chengdu's shoe factories are small but flexible, and are suitable for producing small-volume fashion products. The main products are mid-range women's shoes and children's shoes.

Sichuan is a large animal husbandry province with a well-developed pig industry. There are abundant leather resources such as cattle and sheep around the basin, which provides abundant raw material resources for the development of the footwear industry. In recent years, the export volume of Chengdu footwear has also increased year by year, and Russia, Southeast Asia, and EU countries all have a certain market share.

Analysis of the disadvantages of China's footwear export competitiveness In China, there are issues such as overcapacity, rising costs, low end of the industrial chain, insufficient investment in R&D, branding, and marketing in China's footwear production.

Vicious competition in the industry has been serious for many years, China's footwear industry has been a typical mode of extensive business development, low-price competition is a serious phenomenon. At present, the production capacity of China's footwear products has greatly exceeded the market's capacity to accommodate, the price of products has dropped and then dropped, and the market competition has reached a level of white fever. In order to survive, companies have had to squeeze out this "single-wood bridge," and keep prices down. According to the statistics of the US Bureau of Statistics, in the US finished shoe market in 2006, China’s footwear products accounted for 86.1% of its imported shoe market, accounting for 72.8%, and the average price of each pair of shoes was only US$6.62 per pair, less than Italian shoes (average 43.1). USD/Shuang) 1/6, less than 1/2 of Brazilian shoes (average 13.36 USD/double), 37.3% lower than Vietnamese shoes (average 10.56 USD/double) and 46.7 lower than Thai shoes (average 12.43 USD/double) %. Extensive operations and the win-by-measure approach have seriously hampered the further development of China's footwear industry.

The lack of R&D strength and lack of talents in the company's lack of scientific and technological strength in China's footwear industry, the low contribution rate of scientific and technological progress, and the lack of personnel and related hardware and software in scientific research, development, design, information, etc. The shoe-making enterprises mostly repeat at a low level, the proportion of independent design is small, and the research on comfortable, functional new products has a big gap with foreign countries, and the structural contradictions are very prominent. Low-price competition makes China's footwear industry simply unable to take into account the investment in science and technology, thus entering a vicious cycle.

The shortage of talent is mainly reflected in the insufficiency of management and management talents, marketing talents and scientific and technological talents. Most of the private enterprises in China are family-owned. Business managers are not educated and lack professional management knowledge. The marketing talents of China's shoe-making enterprises, especially the multinational marketing talents, are even more scarce, which is a big obstacle to the development, expansion, and going overseas of Chinese shoe enterprises. The insufficiency of scientific and technological R&D talents has led to the lack of independent design and research and development of the footwear industry in China. Therefore, our competitive advantage is still low-level price advantage, quantitative advantage, and lack of core competitiveness.

Lack of international well-known brands At present, China's footwear products already have Chinese famous brands and well-known trademarks, but these brands have a low reputation and market share abroad. The origin of the world-famous brand shoes is basically China, all international brands are doing OEM processing in China, and Chinese companies are only responsible for production. This shows that we have a strong processing capacity, but there is no market-recognized own-brand.

Excessive concentration of export markets in the export market has also contributed to the low export prices of our footwear. The United States, the European Union, Japan, Russia, and Hong Kong are the major target markets for China’s footwear exports, accounting for 88% of China’s total footwear exports. Products exported to Hong Kong have also been re-exported to the United States and the European Union.

Strategic thinking to improve the export competitiveness of China's footwear According to the historical and current status of the production and export of footwear during the “Tenth Five-Year Plan” in China, the contribution of the export of footwear to the social economy (development planning and forecast) during the “Eleventh Five-Year” period, footwear A comprehensive analysis of export competitiveness and the status quo, existing problems and prospects of major footwear export markets, and the overall strategic thinking for enhancing the export competitiveness of China's footwear products during the “Eleventh Five-Year Plan” period (2006-2010) is: Based on the comparative advantage strategy of low-cost labor-intensive footwear products for export, increase the market share of high value-added footwear products driven by independent brand building, and increase the international competitiveness of export footwear products with product quality and safety as the core. Establish a global footwear export market system characterized by market diversification. Improve policies and measures to promote the export of footwear products, improve the overall technical level of China's footwear industry, optimize the industrial structure, and promote the healthy development of the entire industry.

Maintaining comparative advantages in footwear exports The footwear industry is a labor-intensive industry. In the late 20th century, China became the world's largest footwear producer by virtue of its abundant labor resources and low labor costs. However, with the sustained and rapid development of China's economy, labor costs have begun to rise gradually. During the “Eleventh Five-Year Plan” period, China shall maintain the original competitive advantages of footwear products, increase the technological content and product quality, promote the gradient transfer of industries in the country, and prevent the lower labor costs of India, Pakistan, Thailand, and Vietnam. The area is excessively transferred.

Strengthen the construction of independent brands and enhance the overall competitiveness of enterprises At present, China's footwear exports are still mainly based on quantitative growth, and the added value of products is relatively low. According to the spirit of the outline of the Eleventh Five-Year Plan, the shoemaking industry should focus on its own brands, independent intellectual property rights and independent marketing, guide enterprises to enhance their overall competitiveness, enlarge and strengthen their own brands, and change China's position as a “world-processing factory”. Change "Made in China" to "Created in China."

Strengthen brand building, support powerful domestic companies in nurturing their own brands, and guide domestic enterprises to cooperate with multinational corporations in various forms to bring into play the technological spillover effect of foreign capital. Acquisition of foreign companies or brands, through brand cooperation and the introduction of foreign advanced technology and management experience, complementary advantages, mutual benefit and win-win situation. During the “11th Five-Year Plan” period, it strives to cultivate 3 to 5 international famous brands of footwear and 30 famous Chinese brands; the export of self-owned brands accounts for 20% of the national export value.

Promote the transformation of the growth mode of footwear trade At present, China's export of footwear products due to labor, safety, environmental protection standards and other issues, triggering foreign technology trade restrictions, to a certain extent, affecting China's footwear exports. To expand footwear exports and maintain international competition, it is necessary not only to maintain the competitive advantages of labor-intensive footwear products, but also to increase the technical content and quality of products, increase the core competitiveness of China’s footwear in an all-round manner, and promote the increase in the number of footwear trades from Main-oriented quality improvement is the main change.

Establishing a diversified international market system China's footwear exports are highly dependent on traditional markets such as the United States, the European Union, Japan, Hong Kong, and Russia, and are prone to trigger foreign trade restrictions such as anti-dumping. During the “11th Five-Year Plan” period, the shoemaking industry should gradually adjust the structure of the footwear export market, and on the basis of maintaining the traditional market share of the United States, the European Union, etc., actively explore non-traditional export markets and promote market diversification.

To optimize the industrial structure and refine the industrial division of labor for the current export industry is facing the predicament, can also be regarded as the beginning of the footwear industry integration. Taiwan used to be the world's largest shoemaking base. It eventually achieved the lowest cost manufacturing through industrial integration and created core competitiveness. Even today, Taiwan's footwear industry continues to develop in the motherland and other parts of the world with its brand and technological advantages.

Therefore, SMEs abandon the production of the whole shoe, and instead specialize in the production of a component, or specialize in a process, which is caused by the trend of industrial division of labor, which will gradually reduce the industrial cost of the entire footwear industry, thus enhancing regional competition. force.

A few leading enterprises own brands and sales channels. A large number of small and medium-sized enterprises surround their supporting production, minimize their costs, and provide the most competitive sports shoes on a global scale. This is the result of industrial integration. However, this kind of industrial integration depends only on the strength of the market. When a large number of small and medium-sized enterprises are generally facing difficulties in survival, integration will naturally begin.

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