What was the year 2009 for footwear and leatherworkers and what is happening with domestic producers now? According to the Russian Union of Leatherworkers and Shoemakers (RSCO), in 2009 our country produced 1,94 billion square meters. dm of natural leather (growth rate - 74,4%) and 57,8 million pairs of shoes (102,3%). In the first quarter of 2010, tanners began to recover their volumes, increasing the production of chrome leather by 20,9%, while the production of footwear as a whole increased by 26,2%, and the production, including children's footwear, by 35,8%.
The export of leather goods in the 2009 year amounted to $ 155,6 million, decreasing by 30%, in real terms - by 8,7%. Official import of shoes decreased by 22% (223 million pairs against 286 million pairs in 2008 year). The profitability of the leather industry amounted to 1,8%, shoe production - -8%. The number of livestock decreased by 400 thousand heads, or by 2%, which led to a decrease in the raw material base for tanners and a sharp increase in prices for leather raw materials.
At the annual meeting in May, members of the RSKO concluded that it was almost impossible to open a new production facility or build up existing facilities legally. In the regions, questions about the allocation of additional limits on energy resources are hardly being resolved. The number of administrative barriers is not decreasing.
Last year, RSKO actively participated in the adoption of Decree of the Government of the Russian Federation No. 372 of 30 on April 2009, according to which certain types of leather and footwear equipment are imported exempt from VAT upon import into our country. Unfortunately, regional customs hinder the implementation of this document, although if the decree worked in full force, real savings in the payment of duties and VAT for enterprises could reach 70 million rubles.
One of the largest Russian manufacturers, the Unicel company, in 2009 was actively developing its own retail network. According to the General Director of Unichel Vasily Denisenko, the company was forced to accelerate the opening of new stores: 50 stores were opened in a year instead of the usual 30–40. At the same time, 70% of the manufactured shoes were sold through the branded retail network. Footwear production increased by 120 thousand pairs per year. There was an opportunity to attract good personnel. 30 million rubles were invested in the renovation of production, a new production line was installed at the Orenburg factory, and new equipment for tightening shoes was installed in Zlatoust. The company expects that in 2010 the production of footwear will increase by 300 thousand pairs per year. “If you take clear, verified and thoughtful steps,” the General Director of “Unichel” believes, “then you can work in Russia much more efficiently.” Although when asked what can be done so that new shoe factories begin to open in the country, Vasily Denisovich answered with sad irony that for this “sick people must appear. With free money. " Too much effort and money is required to obtain the technical conditions for construction, connection to the electrical networks and all the necessary permits. And you can count on 7-10% of annual profit in an uncertain future.
At the same time, Unichel branded retail grew by 148% last year. The volume of deliveries of other companies to the company's retail network amounted to 1 million pairs. The retail strategy in 2009 was built on changing the assortment, which shifted towards youth preferences (winter became more adjusted, summer became more colorful), a change in suppliers and a brand-name shop concept. The design of the store has become brighter, orange is chosen as the corporate color. According to Vasily Denisenko, the decision was costly, but the attitude of customers to shops began to change.
The company did not depart from its invariable principle - first of all, to use the trading floors of members of the RSKO. As a result, the turnover amounted to 2,8 billion rubles, while retail prices rose by only 5 – 7%.
|Please rate the article|