Recently, Fujian Inspection and Quarantine Bureau issued a statistics: From January to May in 2011, Jinjiang Port exported 173 million pairs of shoes and shoes, with a value of 830 million US dollars, an increase of 6.16% and 26.17% over the same period of the previous year, of which 0.45 were exported in May. Billion pairs and valued at US$240 million, an increase of 14.72% and 30.12% compared with the previous quarter, which was a year-on-year increase of 15.46% and 43.16% respectively.
Since then, the Fujian Inspection and Quarantine Bureau has released another statistic: From January to May in 2011, Jinjiang Port imported 373 batches of salted leather, 2,6957.4 tons, and 70.568 million US dollars, an increase of 9.4%, 21.5%, and 171.6% respectively; Shishi Port There were 93 batches of co-infiltrated salted hides, 8163.3 tons, 18.214 million US dollars, which was a year-on-year increase of 66%, 101%, and 156%, respectively. No salted leather was imported into other ports. It is reported that salted leather mainly comes from the United States, Australia and other countries and regions.
Roughly speaking, there appears to be a "contradictory point" between the two official data: the growth of export footwear is low, but the increase in the value of exports is high; at the same time, the export of footwear is reduced, but the footwear raw materials are salted in cowhide Imports have increased significantly. What is so "contradiction"? Is there a change in the foreign trade market or is there a new dynamic in the domestic market? The reporter conducted an investigation for this purpose.
Foreign trade: Orders change from middle to low to middle-grade The reporter learned during the visit that due to the declining demand in the international market, Jinjiang’s foreign trade footwear orders were generally in short supply this year, and many small foreign trade shoes enterprises in Jinjiang even closed due to lack of orders. However, it is good news that the unit price of Jinjiang's foreign trade shoe has quietly changed. According to Ding Zisen, general manager of Senyu Shoes & Accessories Co., Ltd., the unit price of Jinjiang's foreign trade footwear has increased from 3 to 4 US dollars per 10 years ago, from 6 to 7 US dollars per pair in the previous two years to 9 to 10 US dollars per pair today. .
"It is precisely because of the reduction in orders, Jinjiang shoe companies will be more inclined to take orders to high-end sports shoes, like Sen Yu's recent unit prices are more than 10 US dollars. The increase in the unit price of foreign trade enterprises is an inevitable choice for corporate development, On the one hand because of the relatively high-end sources, on the other hand is also due to the increase in raw materials, labor and other costs.†Ding Zisen told reporters that the original low-end supply has gradually flowed to Hebei and Wenzhou production base, and now Jinjiang foreign trade shoe enterprises order price It has generally risen. In a market with such fierce competition, only R&D and production of high-end products can develop in the long term.
According to Cheng Lirong, a market person at Boss Enterprise Management, it is precisely because these foreign trade sources gradually move toward the high-end market. Therefore, some changes have also taken place in the raw materials of the products. “In the production and research and development of high-end products, most shoe companies have chosen to add more leather materials to the original sports shoe design as a means to improve product quality, and this round of foreign trade supply from Jinjiang to the mid-to-high end The trend of change may be only a slight change in a single company, but it has caused a change in the raw material market in Jinjiang, said Cheng Lirong.
“In recent years, the style of outdoor casual shoes seems to be more liked by merchants, including special styles such as hiking boots and rock climbing shoes, which are most favored by European and American merchants.†Xu Shulong, vice president of Hualong Sporting Goods Co., Ltd., said in an interview with reporters that Outdoor high-end products have higher profits and higher requirements for production capacity. This is the development trend of many foreign trade companies.
The reporter learned that many foreign shoe companies in Jinjiang have gradually begun to expand their orders. According to reports, more and more shoe enterprises have derived from the initial orders for only sneakers, and they have begun to accept more and more outdoor product orders based on hiking boots to expand the company's production capacity and scope.
Domestic sales: The transformation of raw materials caused by the transformation of raw materials alone is a change in the supply of foreign shoe companies, and naturally it is difficult to trigger a change in the raw material market. The change in domestic products is another driver of this change.
The reporter learned from the visit that the domestic brands of Jinjiang Shoes have occupied a large part of the sales of raw materials. Cheng Lirong's analysis shows that in recent years, changes in the product positioning of many brand enterprises in Jinjiang have been one of the fundamental reasons for the increase in the import volume of leather raw materials.
It is reported that not long ago, Famous Foot Sporting Goods Co., Ltd. in order to expand the market, continue to play the "leisure sunshine" concept, and the first launch of boots series products, to seize the casual market share; even the initial production of cotton shoes Yi Jiabao limited The company also launched a product diversification strategy. The products are mainly based on cotton shoes, derived from the fashion series, classic series, fashion series, outdoor series and other shoes and clothing series, and released the brand new “Cosmo outdoor life†brand of Yijiabao brand. Positioning; In addition, the Crocodile Group's footwear products are also changing from sports goods to casual business shoes; Jinyuan (Foshan) Footwear Co., Ltd. has played outdoor brand “Peloponneseâ€... from Anta, 361°, Xtep, etc. After the second-line sporting goods companies continue to occupy various competition resources, the competition in the sporting goods market has become very fierce. Under this circumstance, only the pursuit of differentiation in brand, product, and market can take its place. As a result, the Jinjiang sporting goods industry has begun to shift its position toward leisure and business.
“Changes in positioning have led to changes in R&D and design, and eventually triggered a change in the demand for raw materials.†It was learned that not long ago, the major importers of Jinjiang and Shishi ports, Fujian Xingye Leather Company and Fujian Guanxing Leather Company also imported a lot of salted Leather. According to Luo Fengxu, general manager of Guanxing Leather Company, according to the positive situation of the raw hides trade, the company is continuing to increase the factory area, update equipment and expand production capacity, and vigorously introduce advanced production technologies. It also established Guanxing Leather Research Institute and academician workstations. “The strength of scientific research and production and marketing have been further enhanced. The demand for imported salted leather has also risen.†Luo Fengxu said that Guanxing currently has a leather production base in Asia with the largest area and the most complete product range of 345 acres.
Since then, the Fujian Inspection and Quarantine Bureau has released another statistic: From January to May in 2011, Jinjiang Port imported 373 batches of salted leather, 2,6957.4 tons, and 70.568 million US dollars, an increase of 9.4%, 21.5%, and 171.6% respectively; Shishi Port There were 93 batches of co-infiltrated salted hides, 8163.3 tons, 18.214 million US dollars, which was a year-on-year increase of 66%, 101%, and 156%, respectively. No salted leather was imported into other ports. It is reported that salted leather mainly comes from the United States, Australia and other countries and regions.
Roughly speaking, there appears to be a "contradictory point" between the two official data: the growth of export footwear is low, but the increase in the value of exports is high; at the same time, the export of footwear is reduced, but the footwear raw materials are salted in cowhide Imports have increased significantly. What is so "contradiction"? Is there a change in the foreign trade market or is there a new dynamic in the domestic market? The reporter conducted an investigation for this purpose.
Foreign trade: Orders change from middle to low to middle-grade The reporter learned during the visit that due to the declining demand in the international market, Jinjiang’s foreign trade footwear orders were generally in short supply this year, and many small foreign trade shoes enterprises in Jinjiang even closed due to lack of orders. However, it is good news that the unit price of Jinjiang's foreign trade shoe has quietly changed. According to Ding Zisen, general manager of Senyu Shoes & Accessories Co., Ltd., the unit price of Jinjiang's foreign trade footwear has increased from 3 to 4 US dollars per 10 years ago, from 6 to 7 US dollars per pair in the previous two years to 9 to 10 US dollars per pair today. .
"It is precisely because of the reduction in orders, Jinjiang shoe companies will be more inclined to take orders to high-end sports shoes, like Sen Yu's recent unit prices are more than 10 US dollars. The increase in the unit price of foreign trade enterprises is an inevitable choice for corporate development, On the one hand because of the relatively high-end sources, on the other hand is also due to the increase in raw materials, labor and other costs.†Ding Zisen told reporters that the original low-end supply has gradually flowed to Hebei and Wenzhou production base, and now Jinjiang foreign trade shoe enterprises order price It has generally risen. In a market with such fierce competition, only R&D and production of high-end products can develop in the long term.
According to Cheng Lirong, a market person at Boss Enterprise Management, it is precisely because these foreign trade sources gradually move toward the high-end market. Therefore, some changes have also taken place in the raw materials of the products. “In the production and research and development of high-end products, most shoe companies have chosen to add more leather materials to the original sports shoe design as a means to improve product quality, and this round of foreign trade supply from Jinjiang to the mid-to-high end The trend of change may be only a slight change in a single company, but it has caused a change in the raw material market in Jinjiang, said Cheng Lirong.
“In recent years, the style of outdoor casual shoes seems to be more liked by merchants, including special styles such as hiking boots and rock climbing shoes, which are most favored by European and American merchants.†Xu Shulong, vice president of Hualong Sporting Goods Co., Ltd., said in an interview with reporters that Outdoor high-end products have higher profits and higher requirements for production capacity. This is the development trend of many foreign trade companies.
The reporter learned that many foreign shoe companies in Jinjiang have gradually begun to expand their orders. According to reports, more and more shoe enterprises have derived from the initial orders for only sneakers, and they have begun to accept more and more outdoor product orders based on hiking boots to expand the company's production capacity and scope.
Domestic sales: The transformation of raw materials caused by the transformation of raw materials alone is a change in the supply of foreign shoe companies, and naturally it is difficult to trigger a change in the raw material market. The change in domestic products is another driver of this change.
The reporter learned from the visit that the domestic brands of Jinjiang Shoes have occupied a large part of the sales of raw materials. Cheng Lirong's analysis shows that in recent years, changes in the product positioning of many brand enterprises in Jinjiang have been one of the fundamental reasons for the increase in the import volume of leather raw materials.
It is reported that not long ago, Famous Foot Sporting Goods Co., Ltd. in order to expand the market, continue to play the "leisure sunshine" concept, and the first launch of boots series products, to seize the casual market share; even the initial production of cotton shoes Yi Jiabao limited The company also launched a product diversification strategy. The products are mainly based on cotton shoes, derived from the fashion series, classic series, fashion series, outdoor series and other shoes and clothing series, and released the brand new “Cosmo outdoor life†brand of Yijiabao brand. Positioning; In addition, the Crocodile Group's footwear products are also changing from sports goods to casual business shoes; Jinyuan (Foshan) Footwear Co., Ltd. has played outdoor brand “Peloponneseâ€... from Anta, 361°, Xtep, etc. After the second-line sporting goods companies continue to occupy various competition resources, the competition in the sporting goods market has become very fierce. Under this circumstance, only the pursuit of differentiation in brand, product, and market can take its place. As a result, the Jinjiang sporting goods industry has begun to shift its position toward leisure and business.
“Changes in positioning have led to changes in R&D and design, and eventually triggered a change in the demand for raw materials.†It was learned that not long ago, the major importers of Jinjiang and Shishi ports, Fujian Xingye Leather Company and Fujian Guanxing Leather Company also imported a lot of salted Leather. According to Luo Fengxu, general manager of Guanxing Leather Company, according to the positive situation of the raw hides trade, the company is continuing to increase the factory area, update equipment and expand production capacity, and vigorously introduce advanced production technologies. It also established Guanxing Leather Research Institute and academician workstations. “The strength of scientific research and production and marketing have been further enhanced. The demand for imported salted leather has also risen.†Luo Fengxu said that Guanxing currently has a leather production base in Asia with the largest area and the most complete product range of 345 acres.
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