Zhejiang shoe company: from the change of orders to pick orders

Five years ago, the European Union pulled down the gate of anti-dumping duties and stuck Chinese shoe companies to orders across Europe.

With the efforts of the Ministry of Commerce and Zhejiang shoe companies, the gate is finally reopened. From this month onwards, the EU officially cancelled a high anti-dumping duty of 16.5% on Chinese leather shoes. Affected by this good news, many European leather shoe orders originally invested in Vietnam, Indonesia, Malaysia, and India were recently transferred to Zhejiang shoe-making enterprises.

However, in the face of orders flying like snowflakes, the mature Zhejiang shoe company is not overjoyed. Improve product quality, refuse to fight price war again, and value the gold content of orders. After five years of tempering, Zhejiang shoe companies are returning to the European market with a more mature attitude.

Change from looking for orders to picking orders

In these two days, Li Haiyong, the logistics manager of Aokang Import and Export Company, was very busy. Aokang's largest customer in the European Union, GEOX, previously had about 70,000 pairs of orders for Aokang each year, and the number of orders this year has doubled.

In addition to GEOX, brands such as Sixty, Camens, and Wartmnn from Italy and Germany also came to the door. “European orders” flew like snowflakes. "Originally, orders were found everywhere. Now the main task is to pick orders." Li Haiyong said that last year, Aokang exported about 2 million pairs of leather shoes. If the orders are not strictly selected this year, the number of exports will increase exponentially. "Conservative estimates The number of leather shoes exported to Europe this year will increase by 20%."

The person in charge of the Ministry of Foreign Trade of Cornell Group Co., Ltd. also stated that the number of customers visiting Europe has increased by 20% to 30%. According to Xie Yufang, secretary general of the Wenzhou Shoe Industry Association, the export volume of Wenzhou leather shoes will grow steadily by 10%-20%.

"Sensitive period" should avoid concentrated exports

“If there is a 16.5% anti-dumping tax to be cancelled, the price war will affect the healthy development of the industry.” The person in charge of a shoe company in Hangzhou suggested that if the products are exported in the short term, I am afraid that the company will fall into a vicious competition. , is not conducive to the industry's restart in the European market.

In this regard, China Leather Association footwear office Lu said that after the EU anti-dumping duty is suspended, orders for leather shoes from Europe will flood into the Chinese market, which in turn will cause a surge in the number of leather footwear products entering the EU market in April.

"Enterprises must control the number of leather shoes exported to the European Union and extend the export period so as to avoid concentrated exports during the period from April to June 2011." Mr. Lu reminded.

EU wants new protection measures

Ao Kang Shoes Propaganda Manager Wang Hailong believes that although the EU has cancelled the anti-dumping duty on leather shoes from China, the EU is also seeking new protection measures, so shoe companies should pay attention. Currently O'Connell will make some selections for orders coming from Europe. Not all orders will be answered. According to him, European customers' orders for leather shoes must comply with Aokang's requirements in terms of product price, style and brand strength. Aokang will take orders. So, although there are a large number of European orders flying to Aokang, the company only took orders from several high-end customers such as German Wartmnn.

Wu Sujuan of the Ministry of Foreign Trade of Kangnai Group Co., Ltd. stated that Kangnai is also selective for order customers. The first is the volume of orders, followed by the EU's REACH regulations that emphasize environmental standards.

Xie Yufang, secretary general of the Wenzhou Shoe Trade Association, reminded companies that they should be prepared mentally and rationally deal with the EU’s decision. On the other hand, the association also requires companies to improve the quality of their own products, increase brand value, and achieve steady growth in exports and export prices.