Chinese Shoes Create National Brand By Antidumping

China export commodities Good quality and low price have been seen all over the world. However, for Chinese leather shoes manufacturers, their export to the European Union has been constantly bramble. In the winter of 2003, the footwear products of more than 20 Chinese manufacturers were set ablaze in Rome, Italy. In September 17th of next year, a larger scale "shoe burning incident" took place in the eastern city of Elche. In July 2005, the European Union formally launched anti-dumping investigation on China's export leather shoes. The nightmare of Chinese shoes is coming.

In October 2006, the European Commission formally announced that it would levy anti-dumping duties on leather shoes from China for a two-year period with a duty rate of 16.5%. In December 2009, it again decided to extend the anti-dumping duty on Chinese leather shoes for 15 months, and the tax rate remained unchanged at 16.5%, and it began to implement in January this year.

It is understood that China in 2006 Footwear products Output accounts for about 52% of the world's total, while the EU has always been the largest export market for Chinese footwear, especially leather shoes. According to statistics from the China light industry technology import and export chamber, the total sales volume of footwear products exported to Europe reached 1 billion 780 million euros last year, and this amount exceeded 2 billion euros during the peak period. Since the implementation of the anti-dumping duty measures by the EU, Chinese shoe enterprises have been significantly adversely affected. According to the statistics of the footwear association of China Leather Industry Association, compared with 2006, the output of China's leather shoes exported to Europe decreased by 20%, or about 40 million pairs last year, representing a reduction of about 20000 jobs, and the total export volume decreased by about 15%. Take Zhejiang AOKANG, the largest and most competitive private shoe manufacturer in China, for example, export growth has dropped rapidly from 30% to 10%. For this reason, some shoe companies have thought of coping strategies such as westward advance to Russia, South to Southeast Asia and Latin America, but are subject to factors such as residents' income and consumption preferences. These areas tend to accept leather shoes and leather shoes, but the market of EU leather shoes is more limited. The EU leather shoes market is becoming more and more important. Against the obvious trade protectionism policy of anti-dumping duty, a group of brave Chinese shoe enterprises began to choose to take up legal weapons to fight, and AOKANG is the most prominent and active enterprise.

　　 Anti-dumping Is it not a national brand opportunity?

AOKANG group, founded in August 8, 1988, did not rely on the auspicious date of "8" at the beginning of its development. At that time, the Chinese shoe industry was entering a crisis of confidence because of Wenzhou's fake shoes. In August 1987, the fire in Hangzhou burned not only thousands of pairs of Wenzhou shoes, but also a lot of people's confidence in the footwear industry. But Wang Zhentao, the president of AOKANG group in Wenzhou, thinks the fire is an opportunity. With the help of that fire, AOKANG became a leader in China's leather shoes industry in more than ten years.

20 years later, when the EU's anti-dumping stick swung to China's footwear industry, Wang Zhentao's chance to turn AOKANG into a world brand is coming again.

The so-called "chaos in the world", the more is faced with industrial change, and the more opportunities for enterprise development. When the anti-dumping duty has left many shoe companies in China unbearable, AOKANG will have a chance to establish brand after shuffling the cards.

Therefore, we found that after 18 days of the 16.5% anti-dumping duty imposed by EU rulings on leather shoes produced in China, AOKANG became the first Chinese footwear industry to use legal weapons to protest against EU footwear anti-dumping. And in 2006, against the European Union's anti-dumping targets, Wang Zhentao actively ran, lobbied hundreds of domestic shoe companies to protest against the EU's anti-dumping Declaration on footwear, and also represented the Chinese footwear enterprises on behalf of the Spanish footwear industry forum to protest against the EU's anti-dumping against China.

When the media put the title of "anti-dumping first person" on Wang Zhentao's head, AOKANG's "anti-dumping" strategy has already achieved initial success. People not only know AOKANG when they buy shoes, but also remember this national brand in their hearts. But this is only the beginning. "OEM" is not a long-term strategy for AOKANG. To open up a larger overseas market, we must establish our own brand overseas.

It is surprising that overseas famous media such as The Associated Press, Agence France-Presse and Reuters have also focused on the appeal time of AOKANG. When foreigners accidentally discovered that their shoes for many years might come from China, AOKANG was also surprised by them.

"We are now engaged in mergers and acquisitions with several well-known British shoe companies." Wang Zhentao told reporters that they will gradually open the EU brand market by way of acquisition. With the help of anti-dumping, the road of AOKANG's national brand is entering Europe.