Development History Of Footwear Industry In Wenzhou (Part Two)

Sound marketing network

From single market to internal and external market

With the characteristic chain franchised, professional outlets and characteristic markets as the main line, with the help of processing trade and transnational retailers' sales channels, Wenzhou footwear industry We have built a marketing network that spreads all over the world. At the same time, a number of well-known enterprises in the form of unified logo, unified image, unified price chain stores, launched various marketing methods, such as Kangnai's bright project, AOKANG's first brand project, red dragonfly's shoe culture exhibition, St. Roland's carving jade project, Mai Gao's thousand store achievement project, Jai Hao's China Red project, and animal tyrant's blue ocean project, greatly enhanced the reputation and popularity of Wenzhou shoes.

Kangnai group pioneered the establishment of a monopoly network in the whole country. It has 12 sales branches, 50 offices and more than 2600 stores in the whole country. From "volume expansion" to "quality optimization", it began to open its stores to foreign countries in 2006, and the number of foreign sales outlets reached more than 200 in 2007. AOKANG group has continuously innovating marketing mode, from chain monopoly to multi brand operation, and has set up more than 30 provincial companies, more than 3300 chain stores and more than 800 stores in the whole country. The JD shoes industry has set up 28 provincial-level branches and more than 1700 exclusive stores in China, and has set up more than 10 self operated subsidiaries overseas, and has grasped the initiative in foreign trade management.

Prominent industrial strength

From quantity expansion to bigger and stronger leaps

Wenzhou footwear industry It develops in agglomeration and integration and structural optimization. Wenzhou has the largest footwear Capital Industrial Park in the country with more than 200 enterprises in the park. Lucheng, Ouhai, Longwan, Yongjia, Ruian and Cangnan counties in the 10 administrative regions of the whole city have a large scale modular industrial base, and the gross output value of the whole industry is developing steadily with an annual average growth rate of 17%. In 2007, 1 billion 200 million pairs of shoes were produced, with an output value of about 62 billion yuan and a profit tax of 3 billion 480 million yuan.

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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

　　 footwear industry The development of the industry has extended the industrial chain, and has formed 3 supporting industries, including shoe making, leather making and leather goods, and the industrial production system of synthetic leather, shoe material, shoe machine, shoe last, shoe mold, shoe mold, leather and other supporting industrial 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.

Sound marketing network

From single market to internal and external market

With the characteristic chain franchised, professional outlets and characteristic markets as the main line, with the help of processing trade and multinational retailers' sales channels, Wenzhou shoe industry has built up a marketing network that spreads all over the world. At the same time, a number of well-known enterprises in the form of unified logo, unified image, unified price chain stores, launched various marketing methods, such as Kangnai's bright project, AOKANG's first brand project, red dragonfly's shoe culture exhibition, St. Roland's carving jade project, Mai Gao's thousand store achievement project, Jai Hao's China Red project, and animal tyrant's blue ocean project, greatly enhanced the reputation and popularity of Wenzhou shoes.

Kangnai group pioneered the establishment of a monopoly network in the whole country. It has 12 sales branches, 50 offices and more than 2600 stores in the whole country. From "volume expansion" to "quality optimization", it began to open its stores to foreign countries in 2006, and the number of foreign sales outlets reached more than 200 in 2007. AOKANG group has continuously innovating marketing mode, from chain monopoly to multi brand operation, and has set up more than 30 provincial companies, more than 3300 chain stores and more than 800 stores in the whole country. The JD shoes industry has set up 28 provincial-level branches and more than 1700 exclusive stores in China, and has set up more than 10 self operated subsidiaries overseas, and has grasped the initiative in foreign trade management.

Take the road of harmonious development

Shift from heavy enterprises to shared social responsibilities

The whole industry is actively pursuing the responsibility of building a harmonious society while pursuing the development of enterprises. AOKANG group was awarded the "May 1 Award in 2007" to build a new labor relationship. Dongyi shoe industry was awarded the first batch of "national harmonious labor relations model enterprise". Red Dragonfly Group won the "China Charity Award". Wang Zhentao, President of AOKANG group, was awarded the title of "2006CCTV three year public welfare award", "China's public welfare outstanding contribution award" and "China charitable special contribution award".

People oriented and caring for employees have become the consensus of enterprises. The airplane is sent to the staff to return home for the Spring Festival. It hosts the Chinese peasant workers' Spring Festival Gala, providing psychological consultation, free breakfast, physical examination, PHS and dormitory air conditioning, food allowance and so on. These are the efforts of enterprises to build a more harmonious and harmonious atmosphere. Gigantic group took the lead in the province's private enterprises, passed the SA8000 social responsibility international standard system certification, so that the employment environment, labor rights and interests, product environmental protection, etc., reached the international standards.

Enterprises actively participate in activities such as poverty alleviation, disaster relief, student support, support for the army and charitable donations. In 2008, enterprises donated about 30000000 yuan relief funds and supplies to the disaster hit areas in Sichuan within a few days.

Many enterprises take the attention of the disadvantaged groups as their responsibility and set up huge amounts of money to set up charitable funds. Li SETRA group set up 20 million yuan "charity naming fund", the hero group founded 10 million yuan "Hope Project love fund", Huafeng Group set up 10 million yuan, "Huafeng Cheng Zhi student fund", Rong Guang group set up 5 million yuan "charity charitable fund". Qian Jinbo, President of Red Dragonfly Group, donated 23 million 600 thousand yuan to the cause of education. Gigantic Group donated 10 million yuan to set up a charity fund. The AOKANG group has donated more than 7000 yuan to the community. In 2007, it launched the Wang Zhentao Charity Foundation relay scheme with a founding fund of 20 million yuan. The group built its capital in the West and built the city in the central part of the country. It is not only a strategy to seek development, but also a response to the call of the state to develop the western region and a social responsibility.

The whole industry has gradually improved its environmental awareness and actively adopted new technologies and technologies to transform traditional production methods. On the purchase of raw and auxiliary materials, we must adhere to the standards of green products and standardize production. Far East leather was awarded the "national leather logo eco leather enterprise". The Australian shoe industry is equipped with the domestic advanced energy-efficient multi-function incinerator, which makes all the shoes waste harmless. At the same time, the equipment also has the function of gathering heat and heating.