The future government should take the following four aspects: to play a demonstration effect to enhance the competitiveness of the industry leading enterprises, accelerate the technological transformation of the industry; actively improve the construction of industrial clusters, to guide the orderly transfer of the footwear industry to the mainland; pay attention to the brand building industry, and actively cultivate high-end brands; conform to the "Internet plus" trend, with the help of channel innovation to promote industrial upgrading.
The shoemaking industry is a completely competitive market, and is a typical labor intensive industry. In the late twentieth Century, China rapidly developed into the world's largest footwear producer and exporter by relying on international industrial transfer. It has formed several specialized footwear industry bases, and has created a number of brands with reliable quality, good market reputation and strong risk tolerance. However, the international industry chain of shoemaking industry has already been formed. The developed countries firmly occupy high profit links such as style design and finished product sales. Asian and American shoe making powers can only undertake orders, and rely on labor strength to engage in the production of raw materials to finished products. Although some domestic shoemaking enterprises rely on the accumulation of capital and technology, they have gradually completed the transformation from OEM (original factory commissioned manufacture) to ODM (original plant commissioned design), and even a few enterprises have upgraded to OBM stage. However, they still lack enough voice in the global industry chain. "13th Five-Year" period, China footwear industry must speed up the adjustment of industrial policy, promote the upgrading of competitiveness in the foreign transfer deal with domestic industry at the same time, realize the transition to high-end manufacturing made from low-end.
First, industrial transfer has become an important feature of the development of the current Chinese shoe industry
The development of shoemaking industry is usually influenced by many factors, such as plant land, labor cost, raw material supply, environmental protection standard, and distribution of sales market. Especially, the choice of production links often deviates from the consumer market. Although the current vigorously promote the mechanization and intelligent production, encourage the use of machines to replace human production, but the shoe-making process can realize the automation of the process is not on the market, high-end footwear products really emphasize handmade, so the production process determines the adequate manpower cost is indispensable in the industry production. This is also an important driving force to promote the transfer of the footwear industry.
(1) the trans regional transfer of the global footwear industry has not ceased to stop
In the past 50 years, the global shoe industry has undergone two large-scale trans regional transfers at least. The first time occurred in twentieth Century 60 to 70s, and the second occurred in twentieth Century 80 to 90s.
The first shift: Europe and the United States moved to "four small dragons in Asia". In 1960s, with the increase of the wage level of industrial workers in Europe and the United States, the batch production of the footwear industry led to the intensification of competition in the industry, and the profits of the enterprises were gradually diluted. In the same period, the "four small dragons of Asia" are actively developing the processing trade, so the European and American shoemaking enterprises relocated the advanced pipeline equipment to the establishment of the production base. After the completion of the transfer, the proportion of indigenous manufacturing in Europe and the United States declined rapidly.
The second shift: the "four small dragons of Asia" moved to the coastal areas of the mainland of China. At the end of 1980s, "four Asian dragons" are facing industrial upgrading and transformation to technology and capital intensive. Meanwhile, China's mainland is implementing a positive policy of opening to the outside world, especially in the eastern coastal provinces and cities, thus becoming the next stop for the global footwear industry to shift. After 1996, China has always occupied the position of the largest producer of footwear in the world.
In 2008 after the outbreak of the financial crisis, with the new "labor law" promulgated, domestic labor costs lead to "recruitment difficult" phenomenon appeared frequently, gradually strict environmental standards restrict the footwear industry upstream leather industry growth space, so a new round of the footwear industry cross regional transfer has been opened, which is determined by the laws of the market the Chinese, even has the huge domestic market is still unable to change this trend.
(two) the countries of Southeast Asia have become an important beneficiary of a new round of industrial transfer
In the past 10 years, the average wage of Chinese shoemaking workers has increased by about 3.5 times. The central parity of RMB to the US dollar has increased by more than 20%, and the rental of production water, electricity and land is also increasing year by year. Especially since 2013, the eastern provinces require companies to implement the "pay five social insurance and one housing fund" for the workers, and put forward the overall goal, to further increase the labor costs, reduce the shoemaking enterprise profit rate.
Compared with this, the labor cost advantage of Southeast Asia is more obvious. Indonesian workers are paid only $300, Vietnam is $250, Kampuchea is lower, and it is about $100. In addition to the cost advantage, the special trade policy advantage is also an important factor to attract the transfer of shoe making enterprises. For example, Europe, the United States and Japan all have a tax exemption policy for imported shoes in Burma. Vietnam can enjoy 78% - 95% tariff products zero tariff preferences through TPP. In addition, the European and American customers tend to have a strong discourse right to the industrial layout. Once the domestic production line is moved to a lower manufacturing cost abroad and the threat of cancelling the order, domestic shoe companies tend to consider carefully. At present, the footwear industry in Southeast Asia has taken about 30% of China's orders, and the future order of "southeast flight" may be aggravated.
(three) the outstanding performance of Taiwan funded enterprises in the local industry transfer
In the country's four big shoe base (Guangdong, Fujian, Zhejiang and Cheng Yu), foreign enterprises are mainly concentrated in Guangdong. The proportion of the Taiwan funded enterprises, regardless of the number of enterprises or the scale of production, is relatively large.
Statistics from Dongguan Taiwan Businessmen Association, compared with the previous financial crisis, the number of Taiwanese businessmen has been reduced from 1/4 to 1/3, and the number of Taiwanese businesses running normally has also decreased from 6000 to 4000. The reasons for the reduction include shutdown, bankruptcy and relocation. "Taiwan shoe hung (Fengtai, Baocheng industrial enterprises and F- Yu Qi) as an example, since 2012, the company's production capacity will continue their transfer to India, Vietnam, Indonesia and Burma and other countries. In 2015, Vietnam has taken the place of mainland China as the largest production base of three enterprises, and has contributed 42%, 53% and 38% to its total capacity. At the same time, in view of the influence of three enterprises in the footwear industry in, their relocation move also brought some supporting enterprises and supply chain enterprises to transfer, such as oasis, Luyang and leekai etc. Taiwan joined shoe factory.
(four) the current domestic footwear industry "move" and "move in" synchronously
The cross region of the industry has a high demand for the strength of the enterprise, especially the transfer to the outside world. It not only involves the understanding of the investment, trade, tax and social security policy of the countries to the countries, but also the impact of cultural differences on the management system. Therefore, the transfer to the central and western regions is also an important choice for the shoemaking enterprises in the eastern coastal areas.
According to statistics, after the financial crisis, the footsteps of China's shoe industry to the Midwest have been greatly accelerated. According to the statistics of the Asian Footwear Association, about half of the shoemaking enterprises in the Pearl River Delta are transferred to the domestic and Western countries, and about 1/3 to Southeast Asia. Among them, Hunan, Jiangxi, Guangxi, Henan, Sichuan and Chongqing have become the main industries to undertake areas. For example, while the Taiwan funded enterprises are gradually compressing the capacity of Dongguan, we choose to invest 320 million yuan in Hunan to build new production capacity. After the project has been put into operation, there are more than 10 million pairs of casual shoes and more than 150 million U.S. dollars in export earnings. With the help of "East shoes moving westward", Bishan District of Chongqing has undertaken 30 shoemaking enterprises and more than 250 supporting businesses to speed up the development goal of building the "West China Shoes Capital".
Two. The trans regional transfer of the industry helps the upgrading of the competitiveness of the Chinese footwear industry
The labor cost advantage has been an important factor for China to replace the other emerging countries and successfully attract the "four Asian Dragon" enterprises to invest in China. At present, China has entered the late industrialization, with a per capita GDP of more than 8000 US dollars, which has successfully entered the ranks of middle-income countries. Therefore, at this stage, we should create new competitive advantages through technological innovation, channel innovation and brand innovation, and promote the upgrading of the competitiveness of shoe-making industry, and cross regional industrial transfer is a good opportunity.
(1) the relocation of enterprises is helpful to the adjustment of industrial structure
Although the annual output value of China's footwear industry has slowed down due to the runaway of some enterprises, the operation index has declined (the value in 2015 is below 90, which is in a relatively cold index range), but it also creates conditions for the adjustment of industrial structure. For a long time, China's footwear industry has entered a low threshold, the product homogenization is serious, and it is heavily dependent on overseas orders. The industry's profit is not high, which results in the past small and medium-sized enterprises' reluctance to spend energy on style design, the introduction of advanced production lines, and the improvement of manufacturing level. Once the economic situation is poor, such enterprises are the first to fall, the industry will also usher in the opportunity to shuffle. In 2015, more than 90% of the shoe manufacturers in the Pearl River Delta region were below the scale. At the same time, over the year, enterprises above designated size generally faced the situation of order saturation. It shows that the shoe making industry is showing the trend of order centralization, and the small and medium sized enterprises that are not competitive will be accelerated out of the out of the market.
It can be predicted that the gradual development of automated production lines, the collection of orders from large enterprises and the increase of industry concentration will be the development trend of the footwear industry in the future. This will help improve the efficiency of the production materials, improve the profitability of the industry, and promote R & D investment.
(two) the relocation of enterprises has not resulted in the hollowing of domestic industry
Although the current Chinese footwear industry has a certain degree of migration trend, it will certainly not lead to domestic industry hollowing. From the statistical data, China has become a real big country in the manufacturing of footwear industry, a big trade country and a big consumer country. In 2014, 14 billion 500 million pairs of domestic shoes were more than half of the world's total, and footwear products exported to US $53 billion 840 million, accounting for 40% of the total exports of similar products all over the world, and 3 billion 800 million pairs of shoes sold in the domestic market, far ahead of the rest of the world.
Table 1 shows that the current domestic footwear industry has developed well as a whole. In three years, the industry scale (total assets) expanded 20%, sales revenue increased by more than 100 billion yuan, the total profit achieved a smooth growth, and the loss surface was not high. As the necessities of the people's life, the shoe making industry will not be eliminated. Our country not only has relatively complete upstream and downstream industry chains, but also builds various industrial clusters of footwear production, and has also established a complete shoe and shoe market, as well as footwear R & D centers and information centers. In the future, on the basis of gradually reducing the proportion of OEM, extending the industrial chain to the two sides of the "smile curve" and strengthening the integration of industry and finance, we are expected to further improve the competitiveness of the footwear industry.
(three) the exportation of enterprises does not have a significant impact on domestic exports
The above figure shows the export of China's footwear products in the past 10 years. It can be seen that, in addition to 2009 and 2015, the export scale of China's footwear products has basically maintained a steady rising trend, especially after 2010. Although export growth declined during the period of 2010 - 2014, it remained basically over 10%. As for the two indicators of export and growth in 2015, the decline is mainly related to the recession of the global trade situation. According to the WTO statistics, the decline in Global trade exports was over 10%, and the export of goods trade in China was also negative growth for the first time for the first time. In this severe situation, the export of Fujian Jinjiang shoe making enterprises, which is famous for the production of sports shoes, has been growing against the trend. In 2015, it completed exports of $2 billion 10 million, a year-on-year increase of 13.52%, higher than about 18 percentage points in the whole industry.
(four) the production layout of the shoemaking industry will form a new balance between the domestic and foreign countries
The current foreign shoemaking enterprises only account for the small part of the total number of China's eastern shoemaking enterprises, and more choice of "internal shift". Different from the previous two large-scale trans regional transfer, China will not relocate the shoe industry to the outside world, which is determined by two reasons.
First, the investment environment in Southeast Asia needs to be improved. Due to the disparity of economic development level, the cost of labor in Southeast Asian countries is lower than that in mainland China, and exports to Europe and America can enjoy low tax rates or even zero tariff preferences. However, the local shoe industry development constraints exist flawed. For example, the quality of local skilled workers is not high, the production efficiency is low, the local supporting capacity of raw materials is insufficient, and a high level industrial cluster has not been formed so that enterprises can share resources. In addition, the instability of the regime and frequent strikes are the greatest risks that threaten the normal operation of the enterprises.
Two is the expansion of the Chinese consumer market for local shoe companies to provide a huge space for survival. Table 2 Statistics the supply and demand of China's footwear products after the financial crisis. It can be seen from the post crisis era that the consumer market in the mainland of China has maintained rapid growth under the support of a series of policies of stimulating domestic demand. Compared with 2009, imports of footwear have doubled in 2014, and domestic consumption increased by nearly 50%. In contrast, exports increased by only about 35%. This reflects that the domestic market will have great potential to enhance in the future than overseas market. Therefore, the local shoe manufacturers that have long relied on overseas orders should transform their ideas and establish marketing channels for domestic consumers as early as possible. We should strengthen the business cooperation between large enterprises and small and medium-sized enterprises, strengthen the production matching, share the sales network, and improve the competitiveness of the industrial clusters.
Three, policy suggestions on promoting the upgrading of the competitiveness of Chinese footwear industry
(1) give full play to the demonstration effect of the leading enterprises and accelerate the technological transformation of the industry
Lack of product innovation and low level of production automation are all the key factors that restrict the development and growth of China's shoemaking enterprises. Especially with the end of the demographic dividend era, labor cost increase has led to increasingly difficult recruitment. Now the "post-90s" new generation of new generation of employment people pay more attention to the work environment and personal treatment, unwilling to engage in heavy manual labor. Therefore, it is the general trend to accelerate the technical transformation of the industry, improve the level of automation and intelligent production, and gradually realize the "machine exchange".
On the one hand, leading enterprises should take the lead in good example, set an example for the industry in accelerating technological transformation, increasing R & D investment and introducing advanced foreign technology and equipment, etc., and rely on actual economic benefits to reduce the risk of innovation risk for peers. The leading enterprises should actively strengthen cooperation with scientific research institutes, universities, R & D cooperation common technology, make more and more small and medium-sized enterprises have the opportunity to share, and to improve the technology level of the leading enterprises in turn can enhance the supporting capacity, and finally let the former benefit; on the other hand, the government should actively develop special support policies to encourage enterprises increase the technological input, and can reduce the subsidy standards, increase subsidies, accelerate the development of equipment leasing business and other ways to reduce the burden on business. At the same time, intelligent production will also need more high-tech talents. The government can provide support for high-end talents, family buying and children's enrollment, so as to help enterprises better accomplish the introduction and cultivation of talents.
(two) actively improve the construction of industrial clusters and guide the orderly transfer of the footwear industry to the mainland
Compared with most of the eastern coastal provinces, which have entered the late stage of industrialization, the Midwest is still in the middle stage of industrialization, which provides an opportunity for inter regional industrial gradient transfer. Should have to choose to establish a good foundation for the development of provinces and cities to undertake the transfer of Eastern shoe-making enterprises, to avoid vicious competition, "rush". At the same time, we should attach importance to the synchronous transfer of supporting enterprises, the new footwear industry cluster as soon as possible, and guide technological talents, design talents, management talents and industry information to collect new bases, and establish a relatively perfect industrial chain. In addition, it is necessary to avoid the problem of "pollution transfer" in the industrial transfer. The production process determines the footwear production process will emit a certain number, Kang Zheng new, Naiyin. PI, 2010 issued "on promoting the joint prevention and control of air pollution and improve regional air quality guidance notice" clearly pointed out that organic pollutants such as shoemaking production emissions of volatile pollution control should be carried out in accordance with the relevant technical specifications. The past has happened in some areas for investment, without lowering the standard of environmental protection, high polluting enterprises will lead to local adverse effects caused by the case, so the environmental protection departments of the provinces should closely cooperate with the Commerce Department of foreign investment enterprises to review the work, does not allow the transfer of pollution.
(three) pay attention to the construction of industry brand and cultivate high end brand
China has long become a big country in the world of shoe making, but it is still far away from the goal of "power making power". China's shoe making industry is still in vogue in the way of OEM processing. In the international communication, the bargaining power is generally low and the profit is slight. However, some enterprises have to enter the upstream industry chain strength, such as 361, Anta and PEAK as the representative of the Jinjiang sports brand has been out of the country to become the world's major event partners, while the stock market, behind Nike and Adidas, ranked the world's footwear industry from third BELLE international Chinese shoes enterprises. All of these brands have the potential to grow into international famous brands. Next, one is some large domestic shoe-making base of the local government attaches great importance to the footwear brand promotion, which will be included in the government work assessment scope, organize relevant departments to jointly study the strategy to enhance the brand influence; two is the use of the power of trade association, encouraged to strengthen business cooperation between shoe companies, shoe-making enterprises and build scientific research institutes, consulting inter agency cooperation platform, jointly promote the key technology and brand influence; three is to strengthen the protection of intellectual property rights, encourage enterprises to actively apply shoemaking technology patents, crack down on fake and shoddy products, the protection of the legitimate rights and interests of the enterprise innovation investment.
(four) to "Internet plus" trend, with the help of channel innovation to promote industrial upgrading
At present, the average annual consumption of shoes in the US is over 7, while that in the European Union and Japan is 5 or more. However, the average annual consumption of shoes in China is less than 2 pairs, which means that there is still much room for growth in the domestic shoe industry. With the improvement of the living standard of domestic residents, the increase of income ability, the demand for food and clothing and accommodation is increasing, and the demand for the quality of shoes is increasing. However, China's shoe industry is faced with the structural contradiction of the overcapacity of low-grade shoes and the insufficient supply of middle and high grade shoes.
Popular business e-commerce promotion and "Internet plus" concept of the channel transition to the Chinese shoe industry provides an important idea. On the one hand, we should encourage traditional store sales channels to cooperate with online channels. Offline stores should mainly focus on experiential marketing, arrange the layout of physical stores scientifically, gradually reduce the number of employees, and accelerate the innovation of online sales mode. Can be integrated with the third party platform, self business platform and business outsourcing in these three types of e-commerce to complete product sales, in order to achieve timely collection of market information and strengthen the interaction with customers, accelerate inventory liquidation purposes; on the other hand, should also be the opportunity with the rapid development of current sports industry, strengthen the wearable equipment research and development efforts. Cooperate with internet manufacturers to speed up the development of smart shoes with steps or positioning functions. It can also combine the personalized needs of the elderly, children and pregnant women and other special groups, and develop related products targeted, and increase the added value of footwear products by injecting higher technology content.