Analysis Of How To Improve Competitiveness Of Wenling Footwear Industry

In recent years, the appeals from the international world to the anti-dumping of our footwear products have been growing, our country's footwear exports situation is severe, facing more trade barriers, therefore, how to get a better understanding of ourselves, solve problems, take advantages and improve the industry competitiveness, has become a common issue of the footwear industry.With the development of nearly 30 years, footwear industry has become one of the leading industries in Wenling city and the largest production base of the molded plastic footwears in China. However, with the increasing market competition and frequent international trade frictions, Wenling footwears industry is facing unprecedented difficulties and problems. Firstly, this paper introduces the status of China's footwear, aiming at understanding local and global background of the industry development. Secondly, it introduces the status of Wenling footwear's production and exportation, analyzes the factors which affect Wenling's competitiveness using Porter's diamond model from four primary factors including production, demand, support and related industry factors, company organizations, strategies and competition situation, and two secondary factors including opportunities and government, and finds the problems of Wenling footwear industry. At last, this paper proposes six corresponding strategic ways of improving the competitiveness of Wenling Footwear: human resources strategy, brand strategy, innovation strategy, industry gathering strategies, foreign trade strategies and services assisting strategy, it also points out that the development of Wenling footwear industry should be changed from the numerical scale model to the quality and benefit model, Wenling should insist on upgrading on the base of consolidation, developing on the base of adjustment; insist on the market-oriented, pay attention to displacement development and insist on digging development potential while exerting the existing strengths. For the varieties of production, Wenling need to consolidate the combination of the low end products which mostly are footwears with oak and plastic sole and vamp and middle-top grade products; For market developing, foreign trade and internal trade are both important with the focus on the international market; For the enterprise policy, focus on supporting the enterprises with scale, highlighting the leading enterprises; For the industrial structure, make the footwears manufacture processing as the center, prolong the footwear industry chain, construct an industry group.