Ryan Shoe Industry: New Goals, New Missions

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In Ruian City, known as the "Capital of Chinese Rubber Shoes," "Capital of Casual Shoes," and "Capital of Safety Shoes," a remarkable achievement has been made: a pair of rubber shoes, a pair of casual shoes, a pair of safety shoes, and three pairs of shoes have earned three "National Gold Business Cards" and the reputation of "Southern Zhejiang Shoes." This success highlights the city's strong position in the footwear industry. Every step taken in its development has had a positive impact on the entire sector. As the new year begins, there are fresh changes, achievements, and ideas that continue to build anticipation for the future of the footwear industry. Last year marked a significant milestone for Ruian’s "China Rubber Shoes City." The industry has moved past its previous challenges, returning to normal operations and gradually regaining momentum. It has once again become a leader in the national footwear market. In 2013, Ruian’s shoe and leather industry delivered impressive results, with data serving as the most convincing proof. From January to October 2013, 148 large-scale enterprises in Ruian generated an industrial output value of 7.32 billion yuan, up 10.7% year-on-year, while sales reached 7.18 billion yuan, increasing by 9.8%. Export value hit 2.808 billion yuan, rising by 16.6%. These figures clearly show that the industry is no longer struggling after the financial crisis and is now on a path of steady growth. The key highlights of 2013 were improvements in product quality, manufacturing capabilities, and corporate management. Companies focused on innovation, optimized their supply chains, and implemented more human-centered management practices. Leading enterprises like Rongguang, Renben, and Universal took branding as their core, aiming for energy efficiency, cost reduction, and improved productivity. By building partnerships with upstream and downstream manufacturers, they created strategic alliances that maximized resource advantages and achieved mutual growth. Looking ahead, entrepreneurs in Ruian’s footwear industry are optimistic about the future. They recognize the need for long-term vision, brand enhancement, and strategic adjustments. According to Xu Xian, General Manager of Ruian Footwear Development Co., Ltd., companies must study successful models, analyze the market, and find effective paths to avoid missteps and achieve sustainable growth. Ni Bangguo, Chairman of Zhejiang Renben Shoes, emphasized that brand building requires patience, authenticity, and market testing. He stressed that only through real consumer recognition can a brand truly take root. With the support of policies from the 18th CPC Central Committee, non-public enterprises are receiving greater encouragement. Entrepreneurs believe that these policies will bring more benefits and opportunities for growth. The goal for 2024 is to accelerate development, promote brand creation, and shift from extensive to scientific management. Companies are investing in technology, product innovation, and talent development to establish a new national base for footwear production and sales. Transformation and upgrading remain central themes. Some companies have faced challenges due to diversification efforts, leading to losses. However, leaders like Jin Zhihua of Global Footwear emphasize staying focused on core businesses. Wu Jinhai of Zhejiang Bridge Shoes believes that the footwear industry is a promising sunrise sector, as long as companies maintain high-quality standards and innovation. Brand building is also a priority. Secretary-General Chen Zhongwang of the Ruian Shoe Industry Association highlights the importance of combining brand promotion with sales. E-commerce is becoming a major channel, with many companies setting up online platforms to reduce costs and increase efficiency. Experts predict that within five to ten years, all shoe companies will have their own e-commerce systems. Environmental protection and product standards are increasingly important. Ruian has held training sessions on environmental policies and safety regulations, helping companies meet international standards. Participation in standard-setting processes has boosted the city's influence in the industry. Finally, technological innovation is essential for upgrading from low-end to high-end manufacturing. Liu Jie of Zhejiang Zhongyuan Footwear emphasizes the need for R&D investment, automation, and digitalization. With a focus on independent innovation and product patents, companies aim to gain control over pricing and profitability. As the industry moves forward, it remains committed to sustainability, quality, and innovation—ensuring its continued success in the global market.

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