China'S Leather Industry: Not Exhausted In "Made In China", Rising In The "Chinese Brand"

Recently, under the organization of China Leather Association, I visited the shoe market in Korea and Taiwan, China.

In the face of the present situation of Korean footwear industry, I deeply feel the distance between manufacturing and brand and the great influence of this distance on the fate of enterprises.

The Korean footwear industry began to grow rapidly in the early 70s of last century, and grew into the third largest export industry in 80s. In 1990, the export volume of US $4 billion 300 million set the world record for the export of footwear.

However, as South Korea began to rely heavily on the OEM mode of production and export in the 70s of last century, and for a long time ignored the creation of self brand and the cultivation of professional talents, Korea has not succeeded in creating a world famous brand since the first batch of shoes went overseas market, nor has it set up a world-class promotion company.

By the mid and late 80s, with the increasing domestic production costs in Korea, the manufacturing center of the world shoe industry turned to Taiwan, China, and landed in mainland China after 90s.

The shoe industry in Korea has never recovered.

In today's booming economy, China's manufacturing industry also encountered the plight of South Korea, that is, the increase in production costs caused the original low cost advantage to be lost.

Obviously, we can no longer repeat the mistakes of Korea.

In the world's largest manufacturing base, China should set up its own international brand.

Comparing the different destinies of two Chinese manufacturing enterprises in the global quality disturbances over the past few months, we can see the great significance of setting up their own brands: the boss of Foshan Lida, a leading enterprise of the toy industry, has been desperate to commit suicide; and the middle business of Hangzhou, a business in the tire storm, has had the most difficult time.

Why is the fate of the two companies so different that they are deliberately abandoned to the crazy American media by irresponsible American partners?

Careful research shows that the toy processing enterprises such as Lida have long been the puppets of pnational toy companies, and are forced to be at the lowest end of the global interest chain. Like the "chicken ribs", profit margins have been squeezed to the edge of losses, and no independent global image has been established. Once they encounter crises from overseas, they are unable to cope with them. Instead, the Chinese strategy did not want to be a supplier of cheap and good American partners in the past few years, and made their own brand building channels, and achieved some independent image.

Examples of tree brands and tree businesses can be seen everywhere.

In the shoe industry, on the contrary to the "short-lived" made in Korea, the Italy brand with hundreds of years of history is still shining.

I deeply feel that if we do not die in "made in China", we must rise in the "Chinese brand".

As a 24 year old Chinese footwear enterprise, Hengda is firmly committed to the international brand of Chinese famous brand products in line with the concept of "national brand".

The "Hengda Hui Valley" that accelerates the development of the international market is being vigorously built. The plan to create an international brand in Rome, the world's shoe capital, is also proceeding in an orderly way.

We put forward the vision of "building a century enterprise and building a century brand" for Hengda. It is through the efforts of several generations, we must unswervingly achieve this goal, and we can not leave regrets for ourselves and future generations.