Jinjiang shoe machine “gold rush” Southeast Asia

Jinjiang shoe-making machine into shoes Expo focus. (Profile picture) â–  Our reporter Dong Yanjun / photo

Wu Jianjun, owner of Hong An (Fujian) Machinery Co., Ltd. has been paying attention to the situation in Vietnam and India for some time. Under the premise of stable local market share, Wu Jianjun began to consider expanding the market focus, while Vietnam, India and other places became the first choice for Hong An Machinery to expand its market.

Fujian is one of the three major production bases for shoe machines. The products of some shoe-making machinery enterprises have basically covered all aspects of the shoe-making process, and they have fully equipped the output capability of the whole plant. The technical content and grade of the products are close to or even exceed that of the Taiwan shoe machines. Level, in the product technology level, production management and market sales quite characteristic, some products have been exported to Europe, Southeast Asia and so on. As the most important production area of ​​Fujian shoe machine, Jinjiang shoe machine has become the main force of Fujian shoe machine impacting the international market. Local shoe-making companies, including Full-Foot Shoes and Hong An Machinery, have turned their sights to Southeast Asia.

Stable local market capacity

As an accessory for the Jinjiang shoe industry, the shoemaking machinery originally originated in Taiwan. Nowadays, many shoemaking machinery manufacturing enterprises in Jinjiang are formerly agents of shoemaking machinery companies in Taiwan, and finally mastered the core through sales, assembly, maintenance, and service. Technology forms its own development capabilities and translates into its own products. In this process, Jinjiang also produced a large number of outstanding shoe-making machinery enterprises. In the course of more than 10 years of development, the shoe machine in Jinjiang has basically formed an effective supporting supply for the footwear industry. However, because of the excessive dependence on the local shoe industry, the local shoe industry lacks sufficient innovation capacity and the homogeneity phenomenon is extremely serious. The total market for the shoe industry in Jinjiang has been stagnant, and this has become a large number of Jinjiang shoes. Machine business development puzzles.

“In the eyes of outsiders, the demand for shoe machines in the Jinjiang shoe industry is very large. This sentence is not wrong in itself, but the large market demand can not stand the common torment of many companies. In these years, Jinjiang shoe industry for shoes The demand for aircraft has reached a relatively stable level. If there are no major accidents, the local shoe machine market will continue to grow at a relatively low level every year." Wu Jianjun told reporters that in his view, the same downstream shoe factory, Like the development of finished shoe factories, the demand for products in the local shoe machine market has tended to be stable, and it will be difficult for explosive development to occur in a short period of time.

The stabilization of the local market is only one aspect. For the Jinjiang shoe machine, there is still a shortcoming in the local market: R&D. “All along, Jinjiang’s locally produced shoe machines have only been modified on the basis of Taiwan’s shoe machines, and it is difficult for companies to obtain completely independent designs and R&D machines. When the entire market is in strong demand, this short board will not It appears, but when the market demand stabilizes, it can clearly see the lack of Jinjiang shoe machine.The demand for shoe machines in the Jinjiang shoe machine market is mainly concentrated in the high-end shoe machine, and this one It is difficult for local shoe-making companies to meet. This has led to the market space is still, but the local shoe machine can not enjoy the situation." An unnamed shoe machine business owner told reporters.

Zhang Jiameng, general manager of Fujian Xipandeng Sporting Goods Co., Ltd., shared the same view when talking about this issue. “If companies are in a period of steady development, nobody at all will buy machines on a large scale. After all, the purchase of machinery and equipment is a long-term investment, and unlike other investments, the machine will only depreciate after it is bought, and will not appreciate. Even if the purchased machines are sold out, they will not even be scrap metal. This is one of the problems that many downstream manufacturers have considered.” Zhang Jiameng said.

Waituo preferred Southeast Asia

The development of the local market is limited, and the “power” of foreign countries has also increased the grab for the Jinjiang market. Under internal and external problems, many Jinjiang shoe machines began to gradually expand the pace of market space. At the pace of Jinjiang shoe machine extension, the market represented by India and Vietnam has become their first goal.

“The market in India is very large. In the past, these markets were mainly exporting rubber and imported shoe materials. Now these regions have started the stages of importing shoe machines and independently producing shoe materials. At the same time, there are no more mature shoe machine companies in the region. Can only import from other producing areas. For us, this means opportunity. After all, compared to Taiwan's shoe machine, Jinjiang shoes machine is more cost-effective." Wu Jianjun said that since last year, Hongan Machinery has increased This piece of market investment. Now in Hongan Machinery, the proportion of foreign sales has been close to 30%, and the Indian market has accounted for 10% of the total market sales of Hongan Machinery. "The proportion of the future will be even higher." Wu Jianjun said.

While another leading company in the local community is full of reputation, it is more to regard the export market as the basis for its own survival. “Now, the proportion of the local market’s total sales volume is already very low. Our market is mainly concentrated in Southeast Asia, the Americas and other places. Among them, the Southeast Asian market, especially the Vietnamese market, is the most important. Although Vietnam is only a development. In China, but because many shoe factories in this area are working on Nike and Adidas, the requirements for machinery and equipment are very high. Our products just meet their needs.” said Ding Yufeng, general manager of Man Yu Group.

Although the outlook for the extension of local shoe machines is very promising, Wu Jianjun is also worried that various problems will arise. Among his concerns, the exchange rate issue is even more prominent. "Last year we received a Vietnamese order. Since the order was taken at the end of the lunar calendar, it was delayed until after the new year. At that time, due to the more severe exchange rate fluctuations, we finally delivered the basic Can't make any money.” For such an experience, Wu Jianjun is also very helpless.

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Jinjiang shoe machine orders in the first half of the "explosion"

The local shoe factories in Jinjiang have shown relatively good development momentum this year. For Jinjiang Shoes Machines, the first half of 2010 is undoubtedly the most comfortable one in the past few years.

"According to the data obtained from me, the performance of Jinjiang shoe machine companies this year is generally very good. There have been orders from many companies that have exceeded the level of the same period in 2007." Ding Yufeng, general manager of the Fullline Group, told reporters. In addition to the position of General Manager of the Full Group, Ding Yufeng has another identity: Secretary-General of the Fujian Shoe Machinery Association. For the development of the local shoe machine, Ding Yufeng knows everything.

The words of Wu Jianjun, owner of Hongan Machinery, also confirmed Ding Yufeng’s point of view. "Up to May of this year, our company's order volume exceeded the amount of orders for the entire year last year." Wu Jianjun was pleased to speak to reporters.

In 2010, many large-scale shoe factories and shoe factories in China have further expanded their production lines. Correspondingly, these enterprises have gradually increased their demand for various kinds of shoes and machines; at the same time, Hebei, Henan, and Jiangxi The sports shoes industry in the inland regions represented by Hunan and other cities gradually rises, and their counterparts in Jinjiang prefer different Taiwanese machines. Sports shoe manufacturers in these regions like to use higher-cost “Jinjiang” shoe machines; in the global financial crisis During this period, shoe makers have consciously reduced inventory, and now inventory has been digested, and the market has a good trend, many shoe machine manufacturers began to reserve inventory as before the financial crisis.

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After the "market" outside extension

For the Jinjiang shoe machine, the outside of the market is quite helpless. In their eyes, if they can, they still want to place their share in the local market represented by Jinjiang and Putian.

However, an unquestionable fact forced them to carry out such an arduous journey of external extension: the requirements of shoe machines for local shoe factories and shoe factories have been high enough for many local shoe machine companies to meet.

Jinjiang shoe machine has also been brilliant: With an extraordinary ability to imitate, Jinjiang shoe machine once took the largest share of the market in Jinjiang, Taiwan shoe hit "falling." Five years ago, Jinjiang shoe machines accounted for 80% of the local market share, reaching a peak; today, this figure is already less than 30%. The 50% of this loss was divided up by Taiwan’s Ding Sheng and Tian Gang.

Whoever laughs at the end, who is the sweetest smile. With extraordinary imitation skills, Jinjiang shoe machine may be able to become the boss at the time of rapid market expansion, and even imitate the object to play "falling flowers", but when the market tends to be stable, what can Jinjiang shoe machine get? Others fight. Perhaps today's Jinjiang shoe machine can still rely on the advantage of cost-effective to Vietnam, the Indian market to earn a few more years, but when these markets for the shoe machine requirements have also increased, when the Jinjiang shoe machine go from here?