How Can Quanzhou Shoes Stabilize The Financial Crisis?

The spread of the year, and 10 years ago, we encountered Asia.

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In the past 30 years, the spring enterprises have gone from one place to another, and have gone through "one side after another".

Now, we are faced with another "kan" again.

Let us review the changes in Quanzhou's enterprises, entrepreneurs and Quanzhou's economic development over the past 10 years. What implications do we have for the financial crisis?

Looking back on the past, it is to verify the confidence and courage that Quanzhou people have never lost in the face of hardships and dangers.

In 2000, there were only 58 enterprises in Quanzhou, and this year it is expected to exceed 800.

In the 1-10 month of this year, Quanzhou has 4604 Industrial Enterprises above Designated Size, and the output value is 345 billion 300 million yuan.

The international market is hard and orders are shrinking rapidly.

Many processing plants see their products once affixed with the labels of famous brands, and they are immediately worth a hundred times, and their minds are hard to beat. They realize that it is difficult to make progress without imitation and imitation. They only imitate, they can only step in place, the brand is the life of commodities, and it is time to change the "OEM" mode.

Brand awareness has enabled Quanzhou's enterprises to usher in a brand new era after 1997.

This year, Anta invited national table tennis player Kong Linghui to be the image spokesman, creating a precedent for celebrities to do sports shoes advertising.

Kong Linghui's joining has played a more powerful role in building Anta's brand image. Its healthy and excellent image has won the favor of consumers from different walks of life.

Under the influence of Anta, many enterprises in Quanzhou have turned to the domestic market, and many celebrity endorsements have also appeared.

In a recent forum on the footwear industry in Quanzhou, Anta CEO Ding Zhizhong said, "the impact of the financial tsunami on all industries across the country is yes, and the impact on me is minimal.

The key point is the success of the brand.

Quanzhou's enterprises are coming from the manufacturing industry and have the current situation. Brand success is most important.

Affected by that, the domestic market at that time was also depressed.

At that time, PEAK began to pform the old channel in a crisis.

As the first brand sport brand in Quanzhou, in the planned economy period, the original channel mode of PEAK was a large shopping mall in all parts of the country, which brought brilliant results to PEAK in the first ten years.

Xu Jingnan, chairman of PEAK, realized that PEAK should develop further and must have a comprehensive adjustment.

In 1997, when the Asian financial crisis was raging, PEAK began to make a great determination to adjust.

Xu Jingnan called the five years PEAK's slow pace of reform.

The five years of reform have laid the foundation for PEAK's internationalization strategy and saved its strength.

The example of China's adverse market is worth paying attention to.

Heng An group started the internal management reform. Some of the pioneering shareholders and nearly forty elders who were close to retirement were discouraged. Some of them were Xu Lianjie's immediate family members. Some were partners who worked together in the same village.

Heng An has achieved the simplification and rationalization of the internal structure of enterprises.

In December 8, 1998, Heng An listed on the Hongkong stock exchange with a price earnings ratio of 10 times.

After listing, in order to meet the regulatory requirements of listed companies, the enterprise quickly established a modern enterprise management system to fundamentally curb the declining trend of Heng An profit and break the "bottleneck" of Heng An development, so that Heng can truly enter the healthy development track of sustainable development.

Faced with the fact that the market for sports shoes is becoming more and more difficult, many enterprises gradually realize that the profit margins of OEM production are getting smaller and smaller. The same quality shoes can be multiplied with foreign brands, while producers can only earn meager processing profits.

Quanzhou shoemaking enterprises are eager to have their own brands.

Other enterprises also get inspiration from them, and employ sports stars and acting stars as spokesmen.

As a result, after Anta, XTEP, 31st degree, Hongxing Erke and other sports brands sprang up like mushrooms, and a vigorous curtain building movement was opened.

At present, there are more than 2000 enterprises that have been certified by various management systems, including ISO9000 quality certification, ISO14000 environmental certification, ISO22000 food hygiene and safety certification, ISO18000 occupational health and safety certification and so on four series. China's well known trademark has developed from the first one in 1999 to the current 31, and the Chinese famous brand product has developed from 5 in 2002 to 46 currently.