Jinjiang Shoe Material Hits Inland Market

　　 As an important part of Jinjiang shoe industry chain, Jinjiang shoes material has a brand position in the shoe material industry. When the famous brands such as Anta and XTEP were born, the shoe material market in Jinjiang also prospered. The shoe material street, which is several kilometers long in Chen Dai Town, has become a well-known shoe material distributing center. It is understood that in this street, the annual turnover of shoe materials is nearly 3 billion yuan.

Although expensive is the largest shoe material distributing center in East China, the shoe material industry in Jinjiang has not been sleeping on credit cards. Especially after the financial crisis, Jinjiang shoe materials have explored more efficient and scientific way of development. High salary hire R & D team, produce more high-end products, and enter other inland shoe producing areas. Jinjiang shoe materials are gradually upgrading the trilogy.

　 R & D upgrade: invite designer team

A few days ago, a piece of news was heard in the shoe industry of Jinjiang. Mao Tai (Fujian) shoes material Co., Ltd. wanted to hire a sole design team with high salary. "Now, there are 4 designers in our development room. If it goes well, we hope to set up a design team of about 15 people to make up the short board of Maotai in the design. Ding Sien, deputy general manager of Mao Tai, told reporters.

In the eyes of the world, designing this problem has always been the short board of Jinjiang sports shoes. Although the famous brands such as Anta, XTEP and 361 degrees were born here, they rarely produce the classic shoes like the Adidas's Clover series and Nike's flying Men series. As for this problem, the sports shoes practitioners in Jinjiang are also having a headache.

However, in the recent one or two years, downstream manufacturers of shoes have gradually begun to attach importance to product design. Anta, XTEP and other brand enterprises have launched products with distinct brand names, such as Anta's light running series, which have been recognized by consumers after the launch of the market. Correspondingly, the downstream finished shoe factories also put forward more personalized demands in sole design.

The personalized demand of shoe products in downstream finished shoe factories has prompted the shoe materials industry in Jinjiang to focus more attention on product design and research. "Besides the requirement of downstream merchants, when enterprises pay more and more attention to this piece of intellectual property, it is bound to require us to produce more original products, so that we can largely avoid future disputes about intellectual property rights of products." Lin Shiping, general manager of Jinjiang Shunyi shoe material Co., Ltd. believes that this factor has also greatly promoted the design of shoe materials for footwear materials.

Product upgrading: enter the high-end product market

The downstream finished shoe factories have put forward more personalized demands for the design of the products. Meanwhile, shoe materials factories from Hebei and Shandong have also intensified their scramble for Jinjiang market.

Wu Qingan, general manager of shoe materials in Tengda, told reporters that the same pair of EVA once shot the sole products of the bottom and TPR materials. The Hebei enterprises could produce only 8.5 yuan, and any sole factory in Jinjiang would have to produce more than 10 yuan. "When I heard the offer for the first time, I thought I was wrong." Wu Qingan said, "this is also a reminder to Jinjiang's shoe makers: if we have been making low-end products, we have no advantage. For us, in order to maintain the original profit margins, we can only produce some more high-end products, such as MD soles.

The way Wu Qingan chooses is to advance to the more high-end soles of the two such as MD. Since the beginning of this year, Tengda has begun to produce two MD soles in large quantities. In Wu Qingan's view, this is a better way to relieve the current pressure.

It is not just Wu Qingan who shares the same view. Li Huafeng, general manager of Wei Er shoes material, told reporters that the sole shoes produced by their company this year will also be dominated by two times MD. "This is the inevitability of market development. With the improvement of consumer's ability to consume, products will also put forward higher requirements. Maybe the two time MD is a high-end product, but in another ten years, it may become a very popular product, just like the rubber sole of the past. If we can get into this field earlier, we will surely take a more favorable position. " {page_break}

　　 Market upgrading: landing in the inland market

The shoe material factories in Hebei and Shandong began to march into the Jinjiang market by virtue of their cost advantages. Meanwhile, Jinjiang's shoe material enterprises also made their way to the inland by virtue of perfect industrial matching and quality advantages. Baoding became the first stop for Jinjiang shoes to seize the inland market: Jinjiang Run shoe material Co., Ltd. invested millions of yuan in the production of new German composite production equipment, and officially sold the foam material through Tianjin port.

"Eight or nine years ago, Hebei began to run some shoe factories. Over the past two years, the number of shoe factories in Hebei has gradually increased. This has become an important production area for middle and low grade sports shoes in China. Ding Shuhui, general manager of Shu Hui shoe material Co., Ltd. told our reporter.

However, even if the shoe making industry in Hebei has gradually become a climate, the overall shoe material supporting market is still at the low end stage. In the early days, shoes were made in Baoding, and a shoe pin was sent to Jinjiang. Although the overall situation has changed over the past two years, there have been some shoe factories here, but on the whole, the shoe materials are still single.

"Because some of these products are relatively low-end products, in order to reduce costs, shoe factories often buy leftover materials for production, and even find some low-end materials to replace them. There are many bad practices for Jerry building. A sponge made in a liner may be 4 centimeters thick, but only 3.5 centimeters in Hebei can be produced. " Chen Changsha, general manager of run Da, laughed at this.

It is in view of Hebei's demand for low-end shoe materials. Jinjiang shoe materials factories have done business in Hebei at home. However, a more important reason should be: the shoe materials in Jinjiang have been in the stage of rapid development of comprehensive transformation and upgrading. The Hebei market will become the buffer belt for Jinjiang shoe materials to gradually get rid of the low end positioning.

"Jinjiang shoes are brand names, they are heading for the high-end direction, and we have gradually positioned high-end shoes materials. But the original product lines can not be thrown away. The Hebei market has provided a channel for our original products." Zhang Changchun, chairman of Zheng Han Nonwoven Technology Co., Ltd. has always been so calculating.