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Low-cost OEM products exports doubled in Jiu Cheng Chuan shoes Emigrated to lack of cards

Exports doubled year after year, Jiucheng cheap OEM products, low-cost expansion of the old road can go far???

Chengdu Customs statistics show that the first 10 months, the province exported more than 81 million U.S. dollars of footwear, an increase of 50%. Department of Commerce expects the province will exceed footwear export 100 million U.S. dollars mark, a new growth point of exit.

Private data even more shocking??? Province Footwear Import & Export Chamber of Commerce revealed that the major export base in Chengdu of Sichuan shoes shoes Wuhou Industrial Park, the annual output value reached 15 billion yuan, most of the products for export, estimated at up to 12 this year, exports billion.

The contrast between official data and private data, because the great majority of Sichuan shoes as "raw material" supplied to the coastal shoe, and paste other people's brands and exported, the other main channel, then the way through the border into the Russian market.

"Actually is a leading export-oriented shoe industry of Sichuan, has reached the critical time quantitative change to qualitative change." A person in charge pointed out that the Department of Commerce.

Lack of brand products

"We do not lack technology or lack of markets, lack of a brand." 21 provinces held a forum footwear export enterprises, industrial parks Wuhou shoes official said.

With a new round of domestic industry trend of more and more obvious shift, many of the early layout of the famous shoe coastal production has shifted west. As a labor-intensive industries, "the East shoe West" has become a reality. Customs statistics show that in 2000 exports of Sichuan shoes only about 30 million U.S. dollars and 5 years of Sichuan shoe exports increased nearly 2-fold. Wuhou shoes industrial park statistics are, the park's total exports of basic business doubling every year, production has 30% average annual increase rate of export growth rate was significantly higher than output growth rate.

However, such a large number of exports of footwear products, but not one in Sichuan-known brand. "Our shoes are basically supplied to the Zhejiang O'Conner, Kangnai and other famous enterprises, export Europe and the United States." Proud owner of a Chengdu shoe without some frustration.

It is understood that, in addition to OEM, the exports of the other shoe River main channel is the way through the border into Russia and other Eastern European countries. In this case, Sichuan shoe prices and export more than several times its own brand, while border trade exports also take great risks.

Chengdu children shoes belonged to Emerson to build its own brand of "pioneer" for two consecutive years the company has invested substantially in GDS Footwear Fair in Germany. "We currently export 60% products and 40% OEM for export." Chairman LIU Qiong-ying told reporters. Unfortunately, like so Emerson children create their own brand of shoes attached enterprises in Sichuan could not find a few.

"And early Chinese textiles, as Sichuan is cheap shoe expansion currently taking the old road." Shoe companies such as Swiss Burley officials recognized the face to follow the EU textile trade friction from shoe anti-dumping investigations, the province Shoes enterprise nervous.

Origin lack fame

Sichuan shoe brand is more than reflected in the lack of products, but also in origin. Mention of the film, people will soon think of Hollywood, mention of shoes, it is natural to think of Wenzhou, Zhejiang, products, and place of origin is often directly into the equal sign. In recent years, huge amounts of money into the domestic shoe industry giant Aokang Chongqing, Bishan County, the city to seize the initiative has been proposed construction of "China's western shoes" slogan.

Wuhou Shoes Industrial Park has decided to restart the stove. In August of this year, formally proposed to build the park, "shoes capital of China" slogan, into segments, and large outside the exhibition at home and abroad, promote unification Expo, stand unified design, unified arrangement of exhibition hall, Sichuan shoes industry's overall appearance.

"We must let the 'shoes of all' as a Chinese business card, so that foreign buyers caught on to form a 'pair of shoes to China to buy shoes to Chengdu' atmosphere. Should say Wuhou Industrial Park has been looking for shoes in the right direction. "Yang Chunxuan Department of Commerce Director of Foreign Trade said.

Lack of qualitative change in production gold content

Import and Export Fair Trade Bureau of the Ministry of Commerce official Li Chenggang city in the province before the training of cadres at the meeting that the state business and home appliance products similar to the dependence on the Chinese footwear exports have been as high as 40%.

"Trade frictions have increased the scale of China's growing trade a product. Friction Contrast issues such as trade order out of chaos, the expense of the environment, low prices and so must pay close attention.'s Foreign trade enterprises should pursuit of speed, structure, quality, and effectiveness This should be the scientific concept of development in a specific embodiment of the present foreign trade. "Li Chenggang said.

Wenzhou shoes in China, companies have already felt the ill effects of low levels of trade expansion. Since 2001, Wenzhou shoes overseas repeated resistance, in September 2004, Elche in Spain, the "burning shoe incident" is to perform to the peak of this friction. In the China-EU textile trade friction has gradually subsided, "Deutsche Welle" published an article entitled "pants below the natural is shoes," predicted that the issue of Central Europe in the shoes must have battle.

Learn from their mistakes earlier this year, 12 foreign-based Wenzhou shoe enterprises, a partnership registered trademark in Germany, then, these 12 companies combined for brand marketing, and direct a uniform mark in the international market. In Wenzhou, the "owner has a brand on the market" concept has been widely accepted.

Yield, low return, way out? An official pointed out that the Department of Commerce, as a developing person, Sichuan shoes must be fully learned early career in the international market of Wenzhou shoe lessons learned and avoid detours. Never be satisfied, "and compensation" and other simple means of trade, to be willing to invest for brand marketing and new product R & D, expansion of the total change in thinking to take a qualitative change of the track as soon as possible.
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