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时间:2010-01-26 14:40 来源: http://china.wooshoes.com 作者: Lina 浏览:

 

 

站西城网-鞋业新闻】 Desperate times call for desperate measures in Turkey’s footwear industry, with one shoe company taking a financial hit in order to combat the growth of imported Chinese-made footwear.

“In order to prevent the entry of Chinese-made footwear into the country, we have sold 100 tons of shoes by the kilogram,” said Alpaslan Selçuk, the board chairman of Hangar Ayakkabı.

The footwear company was launched in 2004 with the slogan, “Slightly more expensive than free.”

“We lost nearly 500,000 Turkish Liras with the ‘sale by the kilo’ campaign we launched in the fall,” said Selçuk. “However, it provided us with two significant benefits: we slowed down the entry of cheap and low-quality made-in-China footwear to the country [and] we did not have to lay off anyone in the so-called ‘dead season.’”

Hangar Ayakkabı sold 350,000 pairs of shoes for 500,000 liras in 19 branches in nine cities in the first campaign of its type in the industry, Selçuk said.

Some companies have hurt the Turkish footwear industry significantly by selling Chinese-made footwear at a price of 1 lira, he added, noting that those firms had imported the shoes with profit margins of 300 percent to 400 percent.

“Our decision to sell shoes by the kilo followed their decision to sell those cheap and health-hazardous shoes at 1 lira [each],” said Selçuk. “They sold 3,000 to 5,000 pairs, while we sold 350,000 pairs.”

“We wanted to show the strength of local companies operating in the industry. We do not want to see shoes made in China,” he added. “We want to protect both the consumer and employment in the industry. We did what we could do on our behalf, and we do expect the government to act on this issue and bring about some serious measures.”

As the summer approaches, many Turkish companies will begin to order babet-style shoes from China, said Selçuk, describing light, flat-heeled women’s shoes. “That is why we have accelerated our babet production,” he added.

“Babet shoes cost 9.75 liras last year. That figure dropped to 6.90 liras in the summer. Now we are lowering our prices to 3.90 liras,” he said. “When Turkish companies see these prices, they will not be ordering from China.”

The company is also getting ready to open its first store in Bulgaria, a shop in Plovdiv, the second-largest city in the neighboring country.

In early December, İslam Şeker, the chairman of the Footwear Industrialists’ Association of Turkey, told the Hürriyet Daily News & Economic Review that China was Turkey’s main competitor in the global shoe market. However, evolution in consumer habits worldwide implies shoppers are increasingly prioritizing quality instead of price, Şeker said.

“People used to prefer buying several pairs of lower-quality shoes for a lower price and this benefited Chinese shoe manufacturers,” he said. “But these days, partly due to the economic crisis, people increasingly prefer quality products.”
Reflecting on the status of the industry, Şeker had also said that the image of Turkish goods in Europe has improved significantly over the past five years.

“Turkish products did not have as good of an image as we would have hoped for. But in the past few years, the situation has improved,” he said. “People would rather see ‘Made in Turkey’ written on a product than buy cheap Asian goods.”

 

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