"Brand Chain" Achieves Jinjiang Footwear Industry

"A journey of a thousand miles begins with a single step." Reform and opening up are the first in the world. Footwear industry in Jinjiang Starting from the beginning of 1980s, from small to large, from traditional family workshop to modern enterprise, after 20 years of arduous pioneering work, it has become one of the most mature industrial clusters in Jinjiang. At present, 950 million pairs of shoes are produced annually, and 12 pairs of Jinjiang shoes are owned by the world.

According to the briefing, there are 3016 shoe manufacturing enterprises in Jinjiang, of which 369 are over 369, with over 380 thousand employees and 950 million pairs of shoes per year. In 2009, the total output value of footwear industry reached 47 billion 900 million yuan, accounting for 24.3% of the total industrial output value of the same period. Sports and tourism shoes accounted for 40% of the total output of the country and 20% of the world's total output, and the products were exported to 163 countries and regions. In shoemaking enterprises, the output value exceeds 100 million yuan and over ten million yuan has reached 92 and 309 respectively, and also has 12 listed companies and 26 listed reserve enterprises.

In addition, the high level of technology quality is also one of the important characteristics of the footwear industry in Jinjiang. Apart from being equipped with a large number of international and even advanced international level of technology and equipment, enterprises also attach great importance to independent research and development input. The above scale footwear enterprises in the whole city are supporting their own product research and development institutions. Anta (China) Co., Ltd. R & D center has been recognized as the national technology center and 5 footwear enterprise R & D center. It has been recognized as the provincial technology center and the 4 footwear enterprise R & D center has been recognized as the Quanzhou municipal technology center. Shoemaking industry Relying on independent research and development, at present, the shoe industry has controlled over 2000 core technologies and 189 patents.

The beauty of "chain" is the most perfect interpretation of sports shoes in Jinjiang. Here, there is the most perfect sports shoes industry chain in the world. It has formed a good pattern of the production of shoes, shoes, shoes, leather, shoes, chemical industry and other enterprises, and has developed into a coordinated production team with social division of labor and self-supporting. Among them, more than 1500 specialized manufacturers, including shoe soles, vamp, leather and hardware products, have been engaged in supporting production of finished shoes. Shoes machinery products have occupied 80% market share of the footwear industry in the city. The city also has a large number of supporting industries such as mold development, shoe design, management consulting, image planning, marketing promotion, export agents, etc., which provide specialized services for the production enterprises.

"The advantage of Jinjiang footwear industry lies in its industrial chain advantages gathered over the past 20 years. It is precisely because of this, Jinjiang shoe enterprises and industrial clusters can expand step by step, and emerge many brands. China Shoes Capital " Hong Yuquan, standing committee member and deputy mayor of Jinjiang Municipal Committee, analyzed this.

Entering Chen Dai Town, on the 4 main streets with "well" shape, there are more than 600 shoe materials shops. Shoes market, which integrates shoe material wholesale and retail, storage and transportation, and shoe machine exhibition, stretches for several kilometers, shoe shops are lined up and merchants are flowing. Here, as far as shoe making machinery is concerned, shoe studs and shoe buckles are all needed. "Shoe material one street" attracted more than 30 countries and regions of shoe material and shoe machine merchants to enter the market, and the annual turnover of the market exceeded 20 billion yuan, becoming the largest shoe material market in East China.

Where does the confidence of Jinjiang's shoe industry come from? The confidence of Jinjiang shoes comes from the "industrial chain". The "chain" of confidence will also support and encourage Jinjiang shoes to go against the trend and become more and more exciting on the road of market and brand.

The "brand chain" undoubtedly adds confidence to the footwear industry in Jinjiang. The development of an industry is most afraid of no potentiality, so the industry will come to an end. But the brand chain of Jinjiang proves that we are full of strength in this traditional advantage industry. The brand characteristics and advantages of big and small brands have created the lasting brilliance of Jinjiang shoe making industry.

In addition to the advantages of raw materials, the footwear industry in Jinjiang is also gradually forming a new trend, that is, the overall upgrading of creativity and design. This also adds a weight to the source of the footwear industry chain of Jinjiang. Creativity is the key and design is competitiveness.

In the downstream of finished shoes, we can see the length of elongation. First of all, 230 thousand marketing outlets across Jinjiang will provide protection for the occupation of the market. Secondly, Jinjiang has also formed packaging, transportation, inspection and quarantine forces to provide supporting services for finished shoes. In addition, the involvement of professional marketing agencies will enhance the quality of Jinjiang shoe industry.

　 Editor's comment: shaping good brand image, accurate brand positioning, integrated marketing means, establishing consumer loyalty, improving product added value and enhancing the comprehensive competitiveness of enterprises are becoming an important magic weapon for Jinjiang shoe enterprises to win the market. Under the strategic guidance of quality based and brand winning, it should be a broad road to show the footwear industry in Jinjiang.