The transformation of Houjie Shoes

After the baptism of the financial crisis, the footwear industry in Houjie has undergone tremendous changes in recent years. After passing through the Guangzhou-Shenzhen Highway and the S256 Avenue, there are eye-catching advertisements for shoe manufacturers. This has never been advertised by former shoemakers. The practice of always hiding good products is quite different. This change shows that the business philosophy of the footwear industry is changing. Some people in the industry pointed out that if we want to build Houjie into a fashion and creative industry, we must first sell the “World Footwear, China’s Houjie” environment.

Houjie Footwear is changing

According to the comprehensive analysis of industrial and commercial registration and research data, at present, there are more than 700 shoe manufacturers in Houjie Township, and there are more than 100 companies in the scale (annual income of more than US$5 million), and traders who are resident in Houjie Town, There are more than 800 purchasers, including leather shoe manufacturers, 4,500 to 5,500 business owners, and about 300 shoe and Machine manufacturers.

After the first foreign expo, Houjie shoe enterprises gradually transferred orders for export to domestic and foreign sales. The nationwide shoe brand for domestic sales came to Dongguan to set up R&D and order centers more and more. Following Aokang Dongguan R&D Center and Fugui Bird Dongguan R&D Center, Shanghai UFO apparel footwear, Fujian Crocodile Wright, Hubei Yuzi Cattle Footwear, and Jiangxi Weijia Footwear Co., Ltd. have successively established R&D and order centers in Houjie. More and more brand shoe companies will move marketing centers from Shenzhen and other cities to Dongguan. For example, Aokang Marketing Center moved from Shenzhen to Dongguan, Ent Millin Trading Co., Ltd. Far East District Center moved from Hangzhou to Dongguan, and Clarke Shoes Trade Center moved from Zhuhai to Dongguan.

The inner parts of the Dongguan shoe industry are also becoming more and more detailed. For example, in the past, the production enterprises started to produce all the semi-finished products and finished shoes. Now the company has only produced finished shoes and the semi-finished products are all outsourced, and the production workers have reduced from the original three or four hundred. 100 to 150 people.

After the financial crisis, companies in Houjie who followed the “high-end quality” manufacturing route springed up, such as the Universiade footwear industry and the Kewo trade. The desire of large and medium-sized traders to expand their domestic brands is stronger than before the financial crisis. For instance, trades such as Stable Trade, Entel Milian and Pei Shida have started to take actions. More and more small and medium-sized traders and material dealers have moved out of the rental house to set up showrooms in office buildings to display their own brand image, such as OZ trade.

It is understood that almost all major footwear manufacturers in the country are exploring business in Dongguan. A large number of large and medium-sized material companies in Zhejiang, Henan and Fujian have set up branches in Dongguan. However, more mid- to high-end material suppliers have set up their offices in Guangzhou because they have not been able to find office buildings that match their image.

After the financial crisis, due to the increase in costs, the industry's gradient transfer speeded up. Houjie Footwear is mainly transferred to the central region, such as Zhoukou, Jingzhou, Fuyang, Zhangzhou, Nanchang, Changde, Yiyang, and Bozhou. At the same time, in order to reduce the amount of labor to cope with the shortage of labor, the degree of mechanized production is getting higher and higher, and improving the production efficiency has become a realistic choice for shoe companies to stay.

Houjie is expected to become the world headquarters of the regional headquarters of footwear

After several years of development and continuous efforts, Dongguan has become a global headquarters of the regional footwear industry, the trend is increasingly clear, such as procurement, orders, sales, testing, logistics, R & D, finance, and administrative industries chain is increasingly perfect, including Many shoe companies in Zhejiang and Fujian have established a regional headquarters in Dongguan. With the strong support of the local government, the world headquarters of the footwear industry has attracted the surrounding footwear industry to take the initiative to close, because the government of Guangzhou, Shenzhen and other places, there is no obvious support policy for the footwear industry, and Dongguan City is strongly supporting the footwear industry upgrade and transformation , and strive to develop the footwear industry into a creative industry. According to relevant sources, the Heshan Footwear Chamber of Commerce is preparing to set up a brand display and promotion center at the ABP. The Shenzhen Longgang Footwear Chamber of Commerce is preparing to set up a headquarters base for R&D and export orders; the world shoe headquarters base is being viewed by overseas second and third tier brands. It is the best platform for entering the Chinese mainland market. In addition, the French Footwear Chamber of Commerce and the World Footwear Headquarters have signed a strategic cooperation agreement; the Italian Footwear Chamber of Commerce is planning to launch brand promotion activities in Houjie in October. With the joint attention and continuous efforts of all parties, Dongguan Houjie is expected to become the global headquarters of the regional footwear industry in the near future.

Houjie Shoes urgently needs to repair four short boards

At present, it is the critical period for the transformation and upgrading of the Houjie footwear industry that needs to be improved from the following aspects as soon as possible: 1. To develop the domestic market, accelerating the speed and accumulating more experience; 2. Strengthening the interpretation and improvement of policies Information collection, such as what kind of policies can the Mainland companies use to set up a regional headquarters in Dongguan? How foreign trade companies set up trading companies in Dongguan to do domestic sales, etc., needs the government to clarify further; 3. The Dongguan government needs to introduce detailed and feasible support shoes as soon as possible. Specific policies for the development of the industry; 4. Strengthen the training and introduction of talents, especially the training and introduction of middle-to-high end design and R&D personnel, brand marketing talents, and planning talents.