Blue Village Leather Shoes Industry To Revitalize Economy And Develop Rapidly

It is located at the junction of three cities in Jimo, Chengyang and Jiaozhou, with a total area of 43.96 square kilometers, 20 administrative villages and 5 neighborhood committees, with a total population of 72 thousand. The traffic in the town is convenient, such as Jiaoji railway, blue smoke railway, Jiqing Expressway and 218 provincial road. The characteristics of the shoe industry in blue village are outstanding. It is the pillar industry of the whole town's economic development and increasing farmers' income. There are 364 shoe making enterprises and more than 1000 shoe making supporting enterprises in the town. Among them, there are 36 enterprises above Designated Size and 52 thousand employees. 10 enterprises have been awarded the future star award of the leather industry in Shandong province by the provincial Leather Association. The blue village has been awarded the title of state-level key town, national excellent environment Town, Shandong shoe making industrial base and Shandong characteristic industry town. For 4 consecutive years, he was selected as the 20 strong town in Qingdao suburb economic development.

Blue village, a town named after "village", was once known as a railway hub. It is now known as "the first town of Jiangbei leather shoes". The blue and white women's leather shoes produced in blue village sell well in more than 20 provinces, municipalities and more than 150 cities in North, northwest, East China and Southern China provinces, and some products are also exported to countries such as Russia, Japan, Korea and Africa.

The vigorous development of the industry has laid a solid foundation for the new rural construction of the blue towns. In 2009, the gross domestic product was 5 billion yuan and the farmers increased 1 billion yuan. Strong financial strength has promoted the rapid development of new rural construction. Walking into the blue village, it presents a modern industrial workshop, a row of row of urbanization residential areas, a piece of ecological green landscape, and a humanized public facilities. The old countryside has become a modern town with well-developed economy, beautiful environment, well functioning and civilized upwards.

Recently, I came to blue village to visit their leather shoes industry to revitalize the economy and promote the rapid development of new rural construction.

Where are the supporting points for promoting the new rural construction?

The development of shoemaking in blue village has gone through four stages: the development of collective leather shoes enterprises, the start of individual shoemaking, the rapid expansion of individual shoemaking, and the development of shoemaking industrialization. After more than 20 years of accumulation, the shoemaking industry chain, which is mainly composed of a series of women's shoes, has been basically formed. In the 90s of last century, blue village was awarded the title of "the first town of Jiangbei leather shoes".

The women's shoes industry in blue village is greatly influenced by the history of shoemaking in Qingdao. The shoemaking enterprises with a history of nearly one hundred years have trained the first batch of talents for the development of women's shoes industry in blue village. In the late 80s and early 90s of the last century, these "rural workers" who had learned technology from large factories for a long time, had their dream of starting a business, and started the "manual work" of leather shoes in the blue village. These are the few cents, but let them see hope. One household affects two families and one family drives several families. Therefore, the chain effect of "men, women, old and young is coming into battle, and every household runs a factory" is formed in the blue village.

"With the rapid development of economic globalization, the economic competition between countries and regions is increasingly manifested as a competition based on regional industrial chains, and the competitiveness of industrial clusters has become an important source of regional competitive advantages. We gradually realize that industrial clusters as a model of economic development is also an important way of industrial growth. Therefore, promoting the development of industrial clusters is an effective way to promote regional economic development and the only way to accelerate the development of new industrialization. Yu Yi, Secretary of the town Party committee.

Knowing is in place, and action is more conscious. Under the strong support of the two levels of Party committees and governments of Qingdao and Jimo, the blue villages and towns have planned 240 shoe industrial processing zones in accordance with the principle of intensive layout and clustered development. At present, Xinbai letter, Qin Ze, Shi Hao, city beauty and thousands of six key shoe making enterprises have entered the processing area. They have built more than 50 thousand square meters of factory buildings and dormitory buildings, and imported 12 shoe making lines, with an annual output of more than 600 pairs of leather shoes. On this basis, we should give full play to the agglomeration effect of the three village level processing zones, and open up the connection lines between the three processing zones so as to realize the integration of "three in one" so as to expand the development space. Blue village has introduced incentive policy to guide scattered leather shoes enterprises to gradually withdraw from village into the park. At present, more than 80 shoe making enterprises have entered three village level leather shoes processing zones.

Qingdao Shuai Shuai shoes company is originally a small handicraft workshop in Lu Jia Bu Village. Its processing area is too small to carry out assembly line operation, and only 100 thousand pairs of leather shoes are produced annually. After encouraging the government to enter the processing area, the government built more than 4000 square meters of factory buildings and installed 2 automated shoe making lines. The annual output reached about 800000 pairs, and jumped to a higher level of development. This year, the town government has promulgated policies to give priority to the leather shoes enterprises that invest more than 10 million yuan a year, and the annual production of 500 thousand pairs or more, and attract the key enterprises of shoe making to collect products from the boutique shoe processing areas and the private processing zones. At present, they have reached the intention with 20 shoe making enterprises. At the same time, we should give priority to such enterprises in product quality testing and establishing Party organizations, so as to provide a good policy environment for training leading enterprises with output value of over 100 million yuan.

The cluster and scale effect of industrial development appear. The development of women's shoes industry in blue village has already formed a relatively perfect industrial chain and the largest characteristic cluster of women's shoes in the north of China's Yangtze River. In the rural and urban low-grade leather shoes, especially women's Leather Sandals Market, the blue village shoes have strong influence. In 2009, the leather shoes industry in the whole country was growing against the background of the global economic crisis, accounting for 1% of the total output of all kinds of shoes in the country.

How can small township products go to big markets both at home and abroad?

"Why does the same factory produce the same product with different brands? Its sales and prices are quite different. This is the value and charm of the brand. Therefore, in the era of brand consumption, it is particularly important to cultivate and build famous brands. In the past, most of the blue village's production was low-grade women's shoes. The original price was low, and the profits of each pair of shoes were two or three yuan. The good news was that small profits and quick turnover were good. In fact, the brand was not played out, and the value was difficult to manifest. Talking about the strength of the brand, mayor Qiu Xing analyzed this way.

The foundation of brand is quality. For this point, the blue village has a bitter memory. Many years ago, the blue village leather shoes were called "shoes by the consumers" and became synonymous with inferior leather shoes. The root cause of this problem is the quality of shoe material. Because the quality of local shoes is not good, the quality of local shoes is not good enough, resulting in the phenomenon of breaking the bottom and opening glue. People buy back, the mud can not wear out for a long time, there is a problem, the market was weak. {page_break}

Without quality, there is no market; without brand, there will be no tomorrow. The decision makers in blue village are soberly aware of the seriousness of the problem. They are determined to grasp the quality of products and cultivate the brand at the same time. To this end, they introduced the Qingdao Nan Guang resin technology service center, promoting the use of high quality resin adhesive, adopting new technology and new technology of shoemaking, improving the quality of products, and thoroughly solving the problems of breaking the bottom and opening glue. On this basis, they actively guide the vast number of processing households to keep pace with market trends and design more updated leather shoes at the right time. A new variety can be launched every two or three days in the peak season of sale, which has been synchronized with Zhejiang Wenzhou leather shoes, especially women's sandals.

Quality is up, grasping brand cultivation, improving product added value and expanding industrial influence are the top priority. They realized that the expansion and development of shoemaking industry cluster is far from enough. The low price and low added value products are hard to adapt to the increasing consumption demand. We must accelerate the change of the reality that the blue village shoe industry has brand and no brand name, and take the road of brand innovation with high added value.

To this end, blue village issued a brand incentive method to encourage enterprises to strengthen product quality inspection and enterprise quality system certification, introduce advanced technology and high-level talents, speed up product innovation, create famous brand, and improve added value of products. The Party committee and government at the higher level attach great importance to the brand building work of the blue village shoe industry. In 2008, the Qingdao municipal government held a "one village one product" on-site meeting in blue village. The leaders of Jimo municipal Party committee and municipal government took charge of the accreditation of brand in person. At present, 42 shoemaking enterprises have passed the ISO9001:2000 international quality system certification. In terms of brand cultivation, we should focus on the brand promotion and promotion work of enterprises with more than 600 thousand pairs of leather shoes annually, instruct the shoe-making enterprises to do a good job in the declaration of famous trademarks (famous brands), and make a heavy reward for the famous brands. At present, they have won one famous trademark in Shandong, one famous trademark in Qingdao, and formed a reasonable brand echelon. This year, 6 enterprises were organized to participate in the declaration of famous trademarks in Shandong and Qingdao, so as to ensure that 1 famous trademarks in Shandong and 2 famous trademarks in Qingdao were created during the year. Qingdao Xin Bai Xin shoes company before the establishment of famous brand, the average profit of each pair of leather shoes is only 1-2 yuan. After winning the famous trademark in Qingdao, the added value of the product is greatly raised. On average, each pair of shoes can earn 10-12 yuan, and the profit has increased by 5-10 times.

While guiding and encouraging leather shoes enterprises to create their own brands, blue village attaches great importance to the creation of regional brands. On the basis of the establishment of the "shoe manufacturing industry base in Shandong province", it also declared the title of "national shoe making industrial base" through the Qingdao Municipal Commission of letters and the Shandong light industry office. In order to expand the influence of the industrial area, the government has taken the lead in publicizing the special edition of the media inside and outside the province, setting up a promotion platform to attract the key enterprises to "promote together", which not only saves the propaganda cost for the enterprises, but also expands the brand influence of the whole region.

The role of the government in the development of township industries -- breaking through the bottleneck of development and strengthening the service function

The government's services are multi-layered and multi-faceted. In order to speed up the modernization of leather shoes industry, the blue village has actively implemented the strategy of "retiring the village into the area" and set up a first-class development platform for the leather shoes industry. On the basis of it, it has also introduced incentive policies to give priority to the registration of leather shoes processing households, give priority to loan support to large production and business households, and create a relaxed environment for foreign investment entrepreneurs to solve the problems of Hukou, business places and children's enrollment.

At the end of 2008, at the beginning of the global financial crisis, the enterprises in blue village were faced with financial difficulties. The relevant leaders of the Jimo municipal Party committee and municipal government coordinated the relevant departments to come to blue village to help enterprises solve the loan problem. The investment company of the municipal government implemented loan guarantee business for blue village, and Minsheng Bank, rural credit cooperative and Huaxia bank broke the Convention to solve the problem for shoemaking enterprises. On the basis of thorough investigation, based on the fact that the industry cluster is high and the industry chain is long, but most enterprises do not have the actual conditions of mortgage loan conditions, the enterprise joint insurance loan business has been launched. More than 3 enterprises can loan together, the single household credit line is 3 million yuan, and the total credit limit for the leather shoes industry reaches 200 million yuan, so that the output value of leather shoes industry has been in an upward trend.

Strengthening the construction of public service platform. Blue town has set up a town logistics center, focusing on solving the sales problems of leather shoes enterprises, and establishing a sales network covering the whole country. At present, the blue village leather shoes have been sold to more than 20 provinces, municipalities and more than 150 cities in China, and some products are also exported to the countries such as Russia, Korea and Africa. Blue village has become the largest leather shoes transfer station in Jiangbei, which is an important source of shoes and hat wholesale stores in Shijiazhuang, Hebei. The leather shoes sent to Shijiazhuang by the logistics center at 3 p.m. every day will be delivered to the wholesalers before second a.m. on the second day.

In order to improve product quality and promote industrial upgrading, blue village attaches great importance to the quality inspection of leather shoes. With the support of Jimo municipal government and quality supervision department, this year plans to invest 9 million 600 thousand yuan to build a provincial quality supervision and Inspection Center for leather and footwear products. After completion, shoemaking enterprises can enjoy authoritative quality inspection, shoe detection and other services without going out of town, and can carry out R & D and technical cooperation to provide technical support for the establishment of "national shoe manufacturing industry base".

We are planning to build a comprehensive trade city. According to the general plan of the leather shoes industry in the blue town, in order to improve the supporting and service system of the industrial chain, the government has begun to discuss with the customers of Houjie and Wenzhou in Guangdong to build a comprehensive trade city. The trade city includes four functional zoning: product exhibition and Exhibition Center, leather and leather accessories Center, logistics storage and transportation center and Traders Hotel entertainment center. After the operation of the comprehensive trade city, it will not only provide supporting services for the development of the blue shoe leather industry, but also radiate the industrial development of the surrounding provinces and cities, laying a solid foundation for building a national shoe making industrial base and building a regional economic development center. {page_break}

Focusing on long-term development, they are trying to provide talent and technology services for the cluster industry. The Dezhou Academy of science and technology in the towns of blue towns and settled towns has been working together. On the one hand, some key enterprises have been selected to provide internship places for students. On the other hand, the college has established a shoe-making specialty by combining the characteristics of local industries and the demand for labor force, and has trained high-level professionals for the development of leather shoes industry. At present, there are more than 2000 R & D personnel in the blue village shoemaking industry, and more than 5000 new products and new processes are designed and developed each year. The huge R & D team and good R & D technology enable all leather shoes enterprises to adjust their product structure in a timely manner according to the requirements of different markets and different periods, and actively develop products with high added value and marketability.

"This year, the new plan for the development and construction of Qingdao hi tech Zone has been promulgated. Our blue village has been included in the planning and construction scope. A new road will be paved from the direct blue village of Qingdao hi tech Development Zone. After completion, it will take only half an hour's journey from blue village to Qingdao. The convenience of transportation will further enlarge the location advantage of blue village and promote the development of the industry. This is the biggest tilt and support from the two level governments of Qingdao and Jimo to the blue village. Mayor Qiu Xing said.

What is the starting point and foothold of the new rural construction? -- pay attention to the livelihood of the people and improve the quality of life.

Walking on the wide cement street in the villages of the blue towns, a beautiful picture of a harmonious socialist new countryside opens up: blue sky, clear water, birds singing, green trees, red leaves, spacious buildings, interwoven concrete roads, and smiling peasants.

"Planting one place, green one, creating one side and the United States" is a specific requirement for the construction of ecological development towns while the Party committee of the blue towns and villages are committed to economic development. After the five projects of hardening, greening, beautification, lighting and purification have been up to standard, we must adhere to the principle of local conditions and classified guidance, and actively implement the construction of "ecological blue village" and "green blue village" according to the location, economic foundation, natural ecology and cultural environment of every village. The construction and greening works of four main trunk roads along Jiaoji Railway and blue smoke railway have been completed by the high standards. All the street lights have been installed. 36 garbage transfer stations have been built, and centralized disposal and disposal of garbage have been carried out, so that the villages and roads and main streets of every village in the whole town have realized the "five modernization" standard. At the same time, the Qingdao Academy of art and design was hired to set up signs for villages along 11 villages along the road to enhance the external image of the village.

Mind the masses and solve practical problems solidly. The masses are the most important and practical people. The new central middle school and the Central Primary School of 20 million yuan make all the primary and secondary schools of Qingdao reach the standard of the city and city level, greatly improve the educational and teaching conditions of the whole town, invest 12 yuan in community health service stations and improve the medical treatment conditions for the masses; for the eligible two villages, they have reached the endowment insurance for the landless peasants, the insured rate has reached 93.16%, and the land expropriated peasants have not lost their land; the free training for the rural labor force has already carried out free training for the rural labor force; 900 peasants have realized the non-agricultural employment; the investment fund has been set up by the 120 thousand yuan to set up the rescue fund for the serious illness medical students and the poor students. The township party committee and the government invested 8 million yuan to build a water supply plant, so that the local government departments and enterprises, as well as 35 thousand villages in 25 villages, drank qualified tap water.

Guide farmers to form a healthy and civilized way of life. Urbanization is not only from thatched cottage to spacious buildings, from scattered villages to a unified community, but more importantly, to improve the quality of farmers and form a healthy and civilized way of life. A series of cultural projects have been implemented in the town of blue. The town has built 17 cultural squares and 21 cultural centers. To speed up the popularization of cable TV, the cable TV entry rate of the whole town has reached 87%, ranking the first in the towns of the whole city, and has created a good environment for enriching the cultural life of the masses. At the same time, we should pay attention to the management of rural communities with the concept of city, establish a new urban management mode, and create a civilized and clean living environment for the vast number of farmers. In a healthy and civilized cultural atmosphere and living environment, the majority of residents are changing from traditional farmers to modern citizens.

Start from the bottom and look at the distance. With the rapid development of leather shoes as the leading industry, the blue villages and towns have taken a welcome step in the process of new rural construction, so that farmers can get real benefits and make them live with dignity and happiness. At the end of the interview, Yu Yi, Secretary of the town Party committee, told us: "the new blueprint of the new blue village, the new vision of Jingxin. We have worked out new development plans and goals, and the next step is to seek truth from facts and take the first step in order to make the development of blue village more solid, more effective and better for the whole town.

Visiting notes

In the Jiaodong Peninsula, the blue village is a kind name. For a long time, as the intersection of the two major railway lines running through the Jiaodong Peninsula, the Jiaoji Railway and the blue smoke railway, the blue village has become a transportation hub linking Jiaodong hinterland to the whole country on the Jiaodong peninsula. Now, by vigorously cultivating industrial clusters, the blue village has developed into the "Jiangbei leather shoes first town", thus becoming a new coordinate in the commercial geography map. What's even more gratifying is that in the great cause of the new rural construction, which is related to the well-being of millions of people and the harmonious development of China, the blue village is also carrying out fruitful exploration and practice. We are looking forward to the untiring explorations and efforts of the blue village, which will create a new case with a benchmarking significance for the new rural construction in the villages and towns.

Expert commentary

The new rural construction is a systematic project, which needs the integration and optimization of all fields and levels. From the case of the new rural construction in blue village, we can see that the local Party committee and government have made full use of the unique advantages and industrial foundation of blue village, guided by the circumstances, cultivated the industry, molded the brand, strengthened the service and paid attention to the people's livelihood, found the supporting point, starting point and foothold of the new rural construction, found the starting point and the starting point of its own work, played the role of planners, promoters and leaders of the integrated innovation well, and outlined the clear path of the new rural construction in the villages and towns. The development of blue villages and towns is remarkable, and the experience of new rural construction has reference significance.