Development History Of Footwear Industry In Wenzhou (Part I)

From family workshops to OEM production to independent licensing, from quality industry to brand development to brand extension, Wenzhou has become the most concentrated regional brand in the shoe industry.

Wenzhou is one of the birthplaces of China's shoe and leather industry. As early as the Southern Song Dynasty, it had skin.

In the initial stage of reform and opening up, the shoe leather industry in Wenzhou has been developing unprecedentedly.

However, due to the lack of credit in some enterprises, the reputation of Wenzhou shoe leather industry has been damaged.

In August 8, 1987, a fire in Hangzhou destroyed more than 5000 pairs of Wenzhou inferior shoes and triggered Wenzhou's shoe encirclement and suppression in other parts of the country.

It is this fire that awakened the sense of quality of Wenzhou people.

Under the guidance of the municipal government's idea of "setting up a quality city and promoting famous brand", Wenzhou shoe making enterprises are determined to reinvigorate the footwear industry and set up the first Footwear Association in the country, starting with regulation, quality and technology.

Kangnai group opened the first step of mechanized shoemaking in Wenzhou, and introduced the foreign shoe making assembly line.

{page_break}

With perseverance, Wenzhou shoes are reborn.

In 1993, Kangnai leather shoes were rated as the ten largest shoe industry in China.

In 1996, Kangnai leather shoes were awarded the Chinese real leather shoes king.

In 1998, three brands of Wenzhou leather shoes, Kangnai, AOKANG and Jill reached 3 of the 10 Chinese leather shoes kings at that time.

In 1999, a fire in Hangzhou destroyed more than 2000 pairs of fake and inferior leather shoes with fake Wenzhou brand names.

Wenzhou's footwear industry has finally been recognized by the market and the industry, and has embarked on the road of brand development. It has developed into a regional industrial cluster with large scale, perfect professional support, perfect marketing network, brand leading, and characteristic culture driven. It has become one of the most competitive leather production and export bases in China.

In September 2001, the China Light Industry Federation and the China Leather Association awarded the honorary title of "China Shoes Capital" in Wenzhou.

By the end of 2006, the "China Shoes Capital" had passed the reappraisal examination with excellent results.

The Wenzhou municipal government has always attached importance to giving full play to the advantages of the distinctive regional economy and concerned about the development of the shoe leather industry. In 2006, the leather shoes industry was selected as a pilot project for "brand cultivation and quality improvement" in the city. In 2007, the shoe and leather industry was included in the key traditional industries of upgrading and upgrading, so as to speed up the upgrading and upgrading of the shoe leather industry and build a new pattern of winning by quality and winning by winning.

The healthy growth of the footwear industry in Wenzhou has created a number of entrepreneurs.

They have won the national honorary titles such as the National Labor Medal of May 1, the "54 medals" of Chinese youth, "the ten outstanding young people in China", the "outstanding contribution award of China's public welfare undertaking", "private industry leaders" and "outstanding entrepreneurs".

Prominent industrial strength

From quantity expansion to bigger and stronger leaps

Wenzhou

The whole industry has innovating management, making it bigger and stronger, developing to scale and efficiency, and optimizing the industrial structure.

Shoemaking enterprises have been reduced from more than 6300 in 1998 to 2694 at present, of which 753 are above scale enterprises.

The number of shoemaking enterprises with annual sales of over 100 million yuan increased from 24 in 2000 to 70 in 2007, of which 16 were sold for more than 500 million yuan.

22 enterprises were identified as "five batch" key enterprises in Wenzhou, and 17 enterprises entered the top 100 enterprises in Wenzhou in 2007.

Kangnai group and AOKANG group were selected as the top 50 brands of Chinese made private enterprises in 2007.

In order to improve the market competitiveness, many enterprises have invested mainly in the footwear industry, diversified investment, involved in financial real estate, bio pharmaceutical, hotel services and other fields, and cross industry and cross regional investment. The development trend is good, showing great vitality.

The number and value added of footwear products exported to more than 140 countries and regions increased year by year.

In 2007, 535 million pairs of export footwear, the amount of 2 billion 409 million U.S. dollars, exports accounted for 25% of the city, the average price of 4.61 U.S. dollars, up from the domestic industry 56.3%, of which 65 million pairs of leather shoes exports, the amount of 634 million U. S. dollars, the average price of 9.69 dollars, higher than the domestic industry export leather shoes average price 33%.

Perfection of industrial collaboration system

From industrial chain to service supporting development

The development of the footwear industry has stretched the industrial chain, and has formed an industrial production system consisting of 3 main industries, including shoe making, leather making and leather goods, and synthetic industrial leather, shoe material, shoe machine, shoe last, shoe mold, shoe mold, leather and other supporting industrial production systems, and related professional markets. It plays a very strong agglomeration effect. Many domestic and foreign shoe and leather supporting enterprises set up or open windows in Wenzhou.

The polyurethane produced by Huafeng Group is widely used by Wenzhou shoe industry, which has improved the competitiveness and market share of the products.

The development of the industrial chain has spawned "China's synthetic leather capital", "China's casual shoes production base", "China's rubber shoes city", "China Shoes Capital women's shoes base" and "China skin capital" 5 big power industrial base.

With the establishment of China's footwear capital, footwear quality supervision and testing center, Dongyi public bonded warehouse, light industry product comfort research center, Leather Research Institute, shoe capital library, museum, information center, Technology Institute, cultural plaza, exhibition company and design service system came into being.

The national shoe Standardization Technical Committee leather shoes Technical Committee settled in Wenzhou.

After the 13 Wenzhou international leather exhibition, the more prosperous it was, the more than 800 enterprises from 28 countries and regions participated in the exhibition in 2007. More than 1300 booths set up a convenient trade platform for shoes and leather enterprises.