Domestic market its own brand and double deletion, Dongguan is by creating World Footwear Headquarters Base , into electricity suppliers to develop domestic breakthrough in transition , etc.
Footwear is one of the pillar industries in Dongguan , from the early 1980s began to Dongguan by providing incentives to create a relaxed business environment , improve the supporting facilities such forceful measures " Zhuchaoyinfeng " actively undertake the world's footwear industry international division of labor and re- echelon transfer , to introduce and develop footwear industry , has won the world's shoes in the world, known as the world ten pairs of shoes made in China, its six Dongguan production one argument.
Southwest is located in Dongguan Houjie Dongguan shoe industry is the main force , but also the world's largest concentration of footwear production base. According to incomplete statistics , there are more than 1,000 shoe-making enterprises Houjie ; other leather, shoe machine, shoe materials , hardware supporting the production of more than 1000 enterprises ; shoe , shoes, leather, metal , shoe industry, trade and retail businesses over 1000 , employing nearly 150,000 . After nearly 30 years of development, Houjie successful structure " Footwear Headquarters Economy" support platform , has become one of the global footwear production base , procurement centers, research centers , information centers and pricing center.
However, behind the barbaric growth , Dongguan shoe industry worries gradually prominent. Downturn in the international market , so that lack of Dongguan shoe domestic market , its own brand continue to highlight the lack of such long-standing , Dongguan shoe went to the critical point of transition . The face of change, Dongguan shoe from the multi-pronged approach , to create integrated service platform shoe , shoe boost the use of e-commerce transformation , Dongguan shoe industry breakthrough for the future provides a rare experience and samples .
World Footwear Headquarters Base emerged Dongguan
October 2009 , Houjie shoe industry cluster was named " Guangdong Province upgrading industrial clusters demonstration zone" , Houjie town committee town government set up a " Houjie Footwear Development Leading Group " to help enterprises solve the case of the development process to the problems . Houjie Town private office when he was director of Wang Zhao said the missing link in the production chain , after completion , Houjie shoe industry to achieve the upgrading and enhance Houjie shoe shoe territory in the world the right to speak and competitiveness.
Get government support, shoe people a little more confidence. In fact, Dongguan shoe prefer local industrial upgrading , rather than relocate . In Dongguan shoe industry seems able to move to the mainland only two companies , one of big companies do and processing , as raw material and processing enterprises do not even need to be considered ; second is to do low-end cheap shoes manufacturers .
After nearly 30 years of development, more than 4,000 enterprises in Dongguan have shoe , shoe shoe machine supporting more than 2,000 enterprises , shoes, leather, metal , chemical and other related supporting more than 3,500 shops , employing 200 people , with an annual more than 1.5 billion pairs of shoes . Dongguan has become a global shoe , leather , shoes, shoes and other related products of the most important distribution center , has a perfect matching supply chain. "Leaving the city of Dongguan , is equal to the information center away from the shoe ." Insiders pointed out .
Transferred out not, move back must face the problem of restructuring , in which previously did not have a comprehensive service platform shoe industry , so the transition more at the theoretical level, not the specific implementation , or more difficult to implement . However, with the World Footwear Headquarters Base construction projects, Dongguan shoe industry transformation and upgrading has been specific to the practice level up .
July 2009 , Dongguan World Footwear Headquarters Base emerged. The Kennedy Group and Hong Kong by the Chinese Bao Wei Group, a joint venture Huarui Industrial Investment Co., Ltd. , Dongguan City, World Footwear Headquarters Base operations designed to bring the whole Dongguan shoe industry into the international high-end segments , and promote Dongguan this " world's shoes " upgrading and development. World Footwear Headquarters Base positioned as research and development , trade, brand incubator , logistics Asian headquarters for new materials, new product development and new market development . ABP and now emerging professional market , forming a complementary relationship .
World Footwear Headquarters Base footwear industry is a service integrated public service platform , which has a function to enter China is the world's footwear industry to upgrade landing platform , through this platform , so that the world's advanced footwear technology into China, while , Chinese footwear also adopted this platform to learn advanced technology , effectively upgrade and enhance the Chinese footwear industry , footwear industry in Dongguan innovation capability and overall competitiveness, and promote the healthy development of Dongguan shoe .
World Footwear Headquarters Base in enhancing the overall grade of Dongguan shoe , boot , Dongguan shoe industry has played an important role. In addition, the annual session of the World Footwear Development Forum , inviting the world's footwear giants gathered exchanges, so Dongguan shoe sent a voice in the world , seeking the right to speak are manufactured in Dongguan .
 Transformation of e-commerce boost shoe

There are shoe predict next year will reach 70 percent of net sales ratio
" Pet shoes are the market , and why women shoes no one to do it ? " Was founded in 2009 in Dongguan Ying Bao Shoes Co., Ltd. ( hereinafter referred to as "Ying Bao" ) the outset a clear market positioning , focusing on pregnant women shoes. But until operators electricity supplier channels , "Ying Bao " only " way out" , turn around.
"We are now the main focus was on the electricity supplier , is expected next year to account for sales of electricity supplier company's total sales Qi Cheng ." Bao Ying , general manager Tan bright moon said. And for this particular function of the product , Ying Bao also corresponds to a different electricity supplier to carry out marketing strategies , such as free try and offline activities launched online coupons , attentive customer service program ...... operating less than two years , Ying Bao online and offline sales have been flat, reached 500 million yuan.
" More than 30,000 pairs of Chihuahua ( one kind of pet dogs ) custom shoes ." Was a Hong Kong-owned shoe factory in Dongguan any executive Tan HaoYue watch such an order from the United States . Precisely when the financial turmoil haze , this Hong Kong-owned group plans to promote a project , the creation of an independent brand enterprise , the main domestic market.
" Pet shoes are the market , and why women shoes no one to do it ? " Soon, Tan bright moon on a new start-up companies to find the target product - women shoes . Tan HaoYue introduction, pregnant women during pregnancy due to physical changes , walking mechanics undergone great changes. Which developed women shoes , no doubt great market potential .
2011, "Ying Bao " has been opened 200 stores across the country . But during the "welcome treasure " has been at a loss.
" Brand line input and output , etc. asymmetry ." Tan bright moon and noticed that women shoes consumer groups , mainly after 80 young mother , and their network is the main consumer , why do electricity suppliers to develop sales ?
In early 2012, after several months of preparation , Ying Bao official stationed Lynx , Jingdong platform Direct electricity supplier , while in the shop on Taobao C2C also for distribution. Like a lot of discount malls trial operation , the opening of the online store "welcome treasure" free try on the first launch wave action . Sure enough , the young mother found a "welcome treasure" the many benefits of women shoes , electricity providers to increase sales to double the speed .
Meanwhile, the "welcome treasure" line combines the activities of electricity providers publicity . More time , noted Hong Kong artist Miriam Yeung pregnancy Tingzhaoduzi , still wearing high heels to attend relevant activities , "Towards treasure" through a broker to give Miriam one pair of women shoes , sometimes a hot topic in the network , the dissemination of "Ying Bao " brand reputation.
And this reputation and to welcome the treasure brought more joined the " shop ." Tan bright moon said that the current "Ying Bao" on Taobao C2C has about 200 shop sellers , which has close to 20% during pregnancy through the "Towards treasure" of pregnant women shoes. Because benefit from the product's features , more optimistic about the market potential of these young mothers will he opened Taobao shop , a " welcome treasure" partners.
2013 , Tan bright moon is expected to " welcome treasure" of the online sales will exceed 500 million yuan, accounting for half of the company's total sales . Next year , the proportion of net sales is expected to reach 7 percent.
Domestic market and its own brand of double deletion

Problem
Since reform and opening , leather footwear Houjie After 30 years of ups and downs of baptism. From the first few hammers , some scissors start , to the current world-famous , the country's largest footwear production base , although Dongguan shoe has been carried out in self- renewal , but it has some problems that have long existed .
The first is the lack of domestic market . " Just kept pulling carts , regardless of watching the road ," is that many practitioners Dongguan shoe summary of the status quo . World Footwear Headquarters Base Vice President Zhang Hong told the media that , at this stage need to be more of a city operations, and changes in Dongguan shoe only for export outside awareness ; followed by the industrial operations . However , near the capital city of Guangzhou has long been out of this step , despite strong industry cluster advantages , Dongguan how to come from behind , is still an unsolved problem . Dongguan Leather & Footwear Association Secretary-General Wang Zhuo Liang observed that , due to the increasing external pressure , Dongguan shoe this year there are some new trends, domestic sales have been exploring new models , such as participating in various domestic fairs, open network stores, factory stores, and travel agencies to develop industrial tourism routes, etc. , these are the shoe in a difficult environment to try the essay of the road.
Secondly , it is a commonplace of the brand. China has the " world's shoes ," said the city has four , namely, Dongguan, Guangdong , Wenzhou, Zhejiang , Fujian Jinjiang and Chengdu . Among them, the largest output in Dongguan , with an annual output of about 1.5 billion pairs of shoes . In the shoe industry , Dongguan has become more "Champion ", but the long-term man do the wedding dress , for foreign OEM, very few companies own brand and their own sales . After being produced in the shoe , Dongguan shoe industry chain cut off , and the rest are arranged the foreign buyers .
Footwear chairman Guo Jin Qiao Hong , said "I have to now do more than three hundred million pairs of shoes , one pair before but did not own the brand ." After 40 years in the making shoes , nearly 70 -year-old Guo Jin began to create their own brand, snow boots , " Locke Bear " and sandals " hairs house ."