Zhejiang Shoe Enterprises: From Changing Orders To Picking Orders

5 years ago, the EU pulled down the anti dumping duty gate, and ordered Chinese shoe companies to fly to Europe.

Thanks to the efforts of the Ministry of Commerce and Zhejiang shoe enterprises, the main gate has now been reopened. From this month, the European Union formally cancelled 16.5% of the high anti-dumping duty on Chinese leather shoes. Affected by this good news, many European leather shoes orders originally sent to Vietnam, Indonesia, Malaysia and India have recently been transferred to Zhejiang shoemaking enterprises.

However, in the face of orders like snowflakes, the mature Zhejiang shoe companies are not ecstatic. Upgrading product quality, refusing to fight price war again, and focusing on the gold content of orders. After 5 years of training, Zhejiang shoe enterprises are returning to the European market with a more mature attitude.

　　 From changing orders to picking orders

These two days, AOKANG import and export company logistics manager Li Haiyong is very busy. AOKANG's largest customer in the European Union, GEOX, has made about 7.8 million orders a year to AOKANG, and the number of orders this year has doubled.

Besides GEOX, brands such as Sixty, Camens and Wartmnn from Italy and Germany are also coming to the door. "European orders" are coming like snowflakes. "It turns out to be looking for orders everywhere, and the main task now is to pick orders." Li Haiyong said that last year, AOKANG exported about 2 million pairs of leather shoes. If the order is not strictly selected this year, the number of exports will increase exponentially. "Conservatively estimated that the number of leather shoes exported to Europe will increase by 20% this year."

The head of the foreign trade department of Kangnai Group Co., Ltd. also said that at present, the number of visitors to Europe has increased by 20%-30% compared with before. According to Xie Rongfang, Secretary General of Wenzhou shoe leather industry association, the export volume of Wenzhou leather shoes will grow steadily by 10% to 20%.

　　 "Sensitive period" should avoid centralized exports.

"If a company has to cancel the 16.5% anti-dumping duty to fight price war, it will affect the healthy development of the industry." The head of a shoe enterprise in Hangzhou suggests that if the product concentrates in a short time, it will cause enterprises to fall into vicious competition, which is not conducive to the re start of the industry in the European market.

In response, Lu, a shoe making office of the China Leather Association, said that after the European Union's anti-dumping duties were stopped, leather shoes orders from Europe would pour into the Chinese market in large numbers, resulting in a sharp increase in the number of leather shoes products entering the EU market in April.

"Enterprises must control the number of leather shoes exported to the EU, extend the export period, and try to avoid concentrated exports from April 2011 to June." Mr. Lu reminded.

　 EU wants new protection measures

Wang Hailong, manager of AOKANG footwear propaganda department, said that although the EU cancelled anti-dumping duties on leather shoes against China, the EU is also seeking new protective measures, so shoe companies should pay attention to it. At present, AOKANG will also make some selection for orders coming from Europe, not all orders. According to him, European customers' leather shoes orders must meet the requirements of AOKANG in three aspects of product price, style and brand strength, and AOKANG will take orders. So, although there are a large number of European orders flying to AOKANG, the company has only received orders from several high-end customers such as Germany Wartmnn.

Wu Sujuan, Ministry of foreign trade of Kangnai Group Co., Ltd., said Kangnai is also selective in order customers. The first is the quantity of orders, followed by the environmental standards emphasized by EU REACH regulations.

Xie Rongfang, Secretary General of Wenzhou shoe leather industry association, reminded enterprises to be prepared mentally and rationally to deal with the EU's decision. On the other hand, the association also requires enterprises to improve the quality of their products, increase the added value of brands, and achieve steady growth in export volume and export prices.