Business point of view: â— to create their own brand Heshan â— maintain the status quo, "internal strength" government ideas: â— started "Heshan men's shoes" brand Heshan men's reputation in the industry is not small, but consumers can not shout a few Heshan male Shoes brand. Heshan has more than 300 shoe-making enterprises, but only one well-known trademarks, two well-known brands. May 30 this year, Heshan won the "Guangdong Province men's shoes production base," the title, the glorious title and the incomparable between the poor and famous brands, aroused widespread industry discussion, from the Heshan city government to the relevant departments and then To the business owner, everyone is discussing and exploring: Heshan footwear how to expand the brand? In late June, Heshan footwear industry to the relevant staff to visit Wenzhou City, Wenzhou footwear industry to win the brand awareness and initiatives, increasingly stimulating Heshan footwear industry to explore the impulse of the brand. On July 4, a discussion on the future direction of Heshan Shoes started. Some business owners tended to build their own brand Heshan, and some business owners tended to maintain the status quo and did a good job of internal strength. The government also made some suggestions New ideas ... Wenzhou trip feel Wenzhou shoe brand power Heshan shoe industry has a long history, is Heshan City, second only to the industrial system of textile industry's second largest specialty industry, a total of more than 300 footwear production and related enterprises Family. In a large number of shoe-making enterprises, but why few people can call out several well-known brands? This is because Heshan's shoe-making business model is based on OEM production. Data show that the most prosperous in the development of the footwear industry, the market 98% of the brand-name shoes are Heshan OEM. Over the past two years, great changes have taken place in the economic environment both at home and abroad. Heshan shoe-making enterprises are facing new challenges and seeking a better outlet has become the common goal of the Heshan shoe industry. In particular, in May this year, Guangdong Province Men's shoes production base, "the title, from the government to the entire shoe industry, hoping to make Heshan footwear industry has been upgraded, and the recent visit to Wenzhou trip, then Heshan footwear industry to find the gap because they saw the brand Effect of power. At the seminar, businesspeople who visited Wenzhou paid a series of sighs: many enterprises, large scale, high output value, good corporate culture, sound marketing network and global trend. Provincial highways and highways are full of famous brands in China, Everywhere is a well-known trademark. According to a business owner, one of the most famous is Wenzhou Aokang Group, three generations of state leaders have visited the power of its own brand is self-evident, but worthy of comparison is, once back to Guangdong, will see the brand , But are some provincial-level brand names, grade is low, brand name lacking, then to Heshan, even more can not see what brand. Leaders of some departments are worried about such a gap. Hanyuan Foreign Trade and Economic Cooperation Bureau Director Yuan Gongyun said that Wenzhou has a total of two or three thousand shoe-making enterprises and has more than 300 well-known trademarks. However, there are only about 300 famous shoe-making enterprises in Heshan, Trademarks, but also obtained through the judicial process, the difference is obvious. In his opinion, the enlightenment from Wenzhou trip is that people create a brand, everywhere is the brand atmosphere, brand high grade; break into the market, take the group development, strong anti-risk ability; create corporate culture, employee-oriented, to retain a fixed Employees, overcoming the cottage factory thinking, these are the Wenzhou shoe brand effect provides good experience. Oriented to the future of the brand to go? â– Opposition point of view: "doing wedding dress for others" is nothing bad Wenzhou shoe brand inspiration for visitors, but some business owners do not agree with Heshan to take the brand. A shoe manager said Heshan shoe industry is indeed "doing wedding dress for others," but this does not hinder the vitality of Heshan Footwear, he believes that business owners take the risk to take the brand to take the road to Heshan Footwear industry will produce what kind of effect is still unknown, so do not recommend Heshan shoe brand to go the road. The business owner said that for the Heshan shoe, now itself faces a lot of difficulties, so survival should be on the first place. He cited the current Heshan shoe facing urgent problems: recruitment difficult, difficult to build plants. "A lot of vamps took away our workers!" He pointed to the headaches that shoe-making owners in Heshan have faced in the past two years. Allegedly, due to the demand for these upstarts and payment of wages in a timely manner, attracted a large number of workers away, which makes the shoe always appear "off-season light, no season peak" embarrassment. Some shoes boss reflected, in order to solve the lack of employment, some enterprises have long been spontaneous raising the wages and benefits, such as the implementation of the bottom wages, free accommodation and so on, the average wage of front-line workers has reached 1100-1600 per month, However, the problem of "stock can not be retained and incremental move does not come" is still trapped in enterprises. In addition, there are major environmental barriers: prices of raw materials, the RMB appreciation. It is understood that since last year, the overall price of raw materials for footwear rose by 30%, paper rose 20%, resin rose 30%, but most of the shoe manufacturers ex-factory price increases by small, corporate profits have been greatly extrusion. To sum up the above reasons, those who oppose the road to brand that Heshan enterprises under such conditions, survival is the most important, and Heshan hold the core technology of independent research and development, there is a steady stream of OEM customers, so continue to " Other people do wedding dress "Nothing bad. â– square point of view: unswervingly follow the road of the brand but other voices expressed a strong tendency to change, hoping to get out of a belongs to Heshan's own brand. Heshan City Development and Reform Bureau a research report that: For whatever reason, the current footwear industry is still Heshan City's traditional pillar industries and have some advantages in the industry, occupy an important position in the economy of Heshan. At present, the footwear industry in the province is experiencing "big reshuffle", but "reshuffling" can be described as a mixed result for Heshan City. Lee aspects, first, Heshan City, the overall size of the footwear industry is still small, not as some large shoe factories in Dongguan on the tens of thousands, there is still the need for growth and development, therefore, seize the opportunity to undertake the footwear industry in Dongguan in particular Is the transfer of large enterprises; the second is based on the law of survival of the fittest market, will force enterprises to continuously adapt to market changes, strengthen independent innovation, improve market competitiveness and promote their own quality improvement. At the same time, the report pointed out the disadvantages: the smaller enterprises have more and more narrow living space and may have more business failures. For example, a shoe manager, Heshan in May was "Guangdong Province, men's shoes production base," the title, which marks the upgrading of Heshan's footwear industry, influence, status have been improved; June 3, Heshan City Mayor Huang Guochang , Vice mayor Ye Rongchao, and leaders from municipal government offices, the National Development and Reform Commission, the Bureau of Economic and Trade, the Bureau of Foreign Trade and Economic Cooperation, and the Shoe Chamber of Commerce visited the associations such as the International Leather Trade Association, the China Light Industry Federation and the China Leather Association to seek help. It is Heshan's first step in the brand strategy should be firmly go. Government ideas to create a "Heshan men's shoes," a regional brand Heshan shoe before making OEM is to do their own brand, but did not form a climate, and now you want to go back and create a brand of the road, "go it alone" is considered large avoid. Ye Rongchao, vice mayor of Heshan City, put forward a train of thought: Heshan shoe unite to create "Heshan men's shoes," the regional brand. Earlier Heshan has been trying in this regard, last year, six companies to cooperate in Xintiandi set up a "Heshan shoes City", hoping to establish awareness in the minds of consumers Heshan shoes. Heshan Economic and Trade Bureau, the Bureau of Foreign Trade and Economic Cooperation, industry and commerce, quality supervision, safety supervision and other departments suggested that Heshan shoe should be innovative thinking, to maintain a learning attitude rather than complacent; Heshan have hundreds of shoe-making enterprises, not small, The key is how to unite together, more unity and cooperation, exchange of experience (mode of operation, management experience, corporate culture), Shoe Chamber of Commerce constantly improve the information, the construction site, the industry information, new technologies, raw materials market regularly released. Ye Rongchao suggested that enterprises should establish awareness of the overall situation and strive for the title of "China's men's shoes production base," share this resource, hope one day, across the country, talking about men's shoes, people will think of Heshan, talking about Heshan , Think of men's shoes. "Produce such a brand effect, which is not only benefit the shoe thing, but to benefit the entire Heshan thing."