The Rising Road Of Shoe Industry In Jinjiang

Jinjiang is located on the southeastern coast of Fujian province. Three of them are facing the sea, the East is on the Taiwan Straits, and the south is opposite the golden gate.

In recent years, Jinjiang has firmly established and implemented Scientific Outlook on Development, and promoted the sustained, healthy and rapid development of the economy and society in accordance with the requirements of "achieving sound and rapid development, supporting the construction of the west coast of the Straits".

Traditional industries continue to improve and the leading role of industrial leading enterprises is enhanced.

The overall quality of industrial clusters is constantly improving.

Brand building is developing by leaps and bounds. There are 81 well-known trademarks in China, 24 famous brand products in China, 2 famous brands in China, and 14 regional brands such as Chinese shoes.

As an important industry in Jinjiang, in recent years, the level of footwear industry in Jinjiang has increased dramatically, the market share has expanded rapidly, innovation results have springing up, regional influence has expanded rapidly, and in the formulation of industry standards, it has taken the lead in the whole country.

1. The basic situation of the footwear industry in Jinjiang

In March 2001, the China leather and footwear industry research institute, the China Leather Industry Information Center, the national footwear industry information center, and the national footwear industry productivity promotion center jointly awarded the honorary title of "China Shoes Capital" in Jinjiang.

Since the "China Shoes Capital" was awarded, through the cooperation of government and enterprises, Jinjiang took the lead in launching the strategy of "two wings to fly together" in brand operation and capital operation. The footwear industry and related industries have been developing with passion, vitality and stamina, making Jinjiang footwear industry a large industrial cluster with more prominent industrial scale advantages, more perfect industrial chain matching, more brand clustering effect, more mature marketing channels, and more profound cultural details of shoes.

Relying on the industrial advantages of China's shoe capital and Jinjiang's industry advantages, China's (Jinjiang) International Footwear Expo has been successfully held in Jinjiang for ten sessions. The exhibition has a total area of 331 thousand square meters, with a total volume of 367 thousand passengers. The participants have been involved in hundreds of cities and more than 70 countries and regions in the country. The total amount of contract trade has reached 34 billion 460 million yuan. It has become an important platform for Jinjiang to expand its industrial advantages, promote regional economy and promote the development of the west coast. It has become one of the most influential footwear exhibition at home and abroad. Ten

(1) the scale of the industry's economy has been increasing across the board.

At present, there are more than 3500 footwear enterprises in Jinjiang, employing more than 350 thousand employees. In 2007, the total output value of footwear industry was 34 billion 120 million yuan, accounting for 25.8% of the total industrial output value of the same period.

Among them, there are 278 shoe enterprises above Designated Size, 2.8 times higher than that in 2002, more than 160 thousand employees above Designated Size, an increase of nearly 3 times than that in 2002, 1 billion 500 million pairs of shoes per year, 2.75 times more than that in 2002, and $1 billion 500 million in foreign exchange earned by independent brands, two times more than in 2002, of which nearly half of the total output of sports and tourism shoes, accounting for 1/5 of world sports and tourist shoes production, has become one of the nation's largest three shoe making bases.

At present, the shoe manufacturers in the city have 8 famous brand products in China, 31 famous trademarks in China, 24 national inspection free products, and account for more than half of the national sports shoes industry. At the same time, the whole industry has 4 listed companies and 23 listed enterprises. This marks the era of Jinjiang shoe industry moving from brand era to brand and capital.

(two) industry supporting capacity is expanding rapidly.

At present, there are more than 1500 specialized manufacturers specializing in shoe soles, vamps, leather and hardware products in the whole city, including 23 R & D centers in shoe enterprises (21 at the provincial level and 2 in the national level).

Forming a regional supporting market such as Chen Dai shoe material market, China Shoes Capital and Jinjiang shoe brand street.

Chen Tai shoe material market is several kilometers long. It integrates shoes and raw materials wholesale, retail, storage and pportation, shoe machine exhibition and sales as an organic whole, with an annual turnover of 8 billion yuan. It is one of the largest shoe material markets in China.

The "China Shoes Capital" was put into operation in 2006. The market covers an area of 200 mu, and has 2162 independent stores. At the same time, it has 28 thousand square meters of large department stores, 7000 square meters of Traders Hotel and 12 thousand square meters of material stores.

It is worth mentioning that, with the opportunity of the 4.19 shoe fair, all the year round, there are supporting activities such as cross-strait college student sports shoes design competition, footwear sports competition, footwear development TV forum, shoe culture exhibition, shoe mold performance area, etc., which enriches the cultural heritage of Jinjiang footwear industry at the same time when enriching the connotation of the shoe Expo exhibition.

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Two, main experience

(1) raising the brand strategy and expanding the industrial influence.

Quality and brand are the magic weapon for Jinjiang footwear industry.

The strategy of "setting up the city", "brand building market" and "capital listing" promulgated the policy of encouraging and supporting the establishment of the "brand equity" and "vigorously promoting the reform and listing of enterprises", and invested about 74000000 yuan of funds in establishing brand and quality incentive mechanism, and rewarded enterprises with brands above the provincial level, supporting enterprises to carry out professional certification and improving management level, and focused on the brand enterprises from the aspects of land, taxation, technological pformation, financing and other aspects, effectively stimulating enterprises to improve product quality and emphasizing the awareness of brand cultivation. The enthusiasm of the shoe manufacturers in terms of quality and brand awareness was unprecedentedly high, mainly manifested in quality awareness and quality management, and the quality management level was significantly improved, the size and influence of brand groups continued to expand, and the core competitiveness continued to grow. Since 2000, Jinjiang has initiated the implementation of "quality".

(two) take the road of marketization, and the marketing field is widening day by day.

Since 90s, Jinjiang footwear industry has always adhered to two markets and two legs.

On the one hand, we should take the way of brand development by setting up marketing outlets in China; on the other hand, we will start to go abroad, and vigorously develop the footwear international market through the form of exhibitors and foreign trade agents, and urge the footwear industry of Jinjiang to integrate into the development trend of the global footwear industry.

According to incomplete statistics, in 2008, the famous shoe enterprises in Jinjiang had established more than 20 thousand marketing outlets in the country, and some enterprises extended their marketing tentacles to the regional rural market. The market share of the city's tourism and sports footwear ranks 2-3 in the country.

At the same time, 117 enterprises have set up more than 300 Monopoly points and branches in 158 countries and regions.

In 2002, Anta, global, Philharmonic and other famous brand enterprises jointly entered the "Asian center", the largest logistics center in Hungary, and founded the "Jinjiang street of China Shoes Capital". In 2004, Anta became the first Chinese enterprise to open a monopoly store in Kinmen District, Taiwan. In 2007, Cheng and the company jointly established the Jinjiang processing zone in the Far East of the Russian chamber of Commerce in Budapest. This marks a significant step in the internationalization of Jinjiang's footwear industry.

(three) the concept of tree harmony, harmonious development of footwear industry and environmental protection.

The footwear industry in Jinjiang, especially the leather industry, is speeding up its development. At the same time, it firmly sticks to the concept of harmony and strengthens the protection of the ecological environment. It strongly promotes the harmonious development of Jinjiang's shoemaking and related industries and regional environmental protection.

The main measures are:

First, we should strengthen macro guidance for environmental protection.

The organization revised the "water environmental function zoning for urban and urban areas", "Jinjiang ecological environment function zoning" and "Jinjiang water environment comprehensive improvement plan", clarified the discharge scope of industrial sewage and the water quality requirements of main rivers and river sections of the city, and promoted the orderly operation of water pollution prevention and control work.

The two is to increase input in scientific research and environmental protection.

In recent years, Jinjiang shoe leather enterprises have invested more than 1 billion yuan annually in technological pformation. In 2006 alone, 3 new footwear enterprises in Anta, Huanqiu, Hongwei and other 3 footwear enterprises implemented 350 million new key technology projects in Fujian.

At present, all the 63 leather enterprises in Jinjiang's Moji control area have reached the standard.

Through increasing investment in scientific research and environmental protection, the shoe and leather industry in Jinjiang has taken the lead in developing a sustainable development path of energy conservation, emission reduction and green environmental protection.

Three, the impact of the international financial crisis and Countermeasures

(1) impact: the US financial crisis in 2008 brought unprecedented challenges to China's footwear industry. However, as a private sector of the developed economy, as a Chinese shoe capital, Jinjiang footwear industry has maintained a strong and strong momentum of development in the financial crisis with its indigenous anti risk capability, relying on numerous local brand businesses, well-equipped industrial chains, crisscross marketing networks and experienced talent teams.

From the relevant array: 1-5 months in 2008, the output value of footwear industry in Jinjiang was 13 billion 277 million, an increase of 20% over the same period last year. The scale industrial output value was 11 billion 949 million, an increase of 47.6% over the same period last year. The shoe industry first exceeded the textile and garment industry and became the largest industry in the city.

This shows that the footwear industry and related industries in Jinjiang are gradually changing from low price expansion to high quality and efficiency.

Therefore, the financial crisis is both a crisis and an opportunity for the footwear industry in Jinjiang.

(two) countermeasures: joint efforts of government and enterprises, tackling difficulties and tackling difficulties, strengthening confidence and facing difficulties.

Enterprises: enhance brand competitiveness and enhance risk resilience through innovation and development.

We should actively circumvent the international financial risks. Through the differentiation strategy of marketing and differentiation, we should take the road of differentiated product development, and do enough articles in the aspects of enterprise technology optimization, excellent management and product quality, so as to effectively enhance the gold content and added value of the brand, and further enhance the core competitiveness of enterprises.

At the same time, we should make full use of the favorable policies of the central government to expand domestic demand, promptly adjust the structure of export products, develop diversified markets, and continuously improve the market share of products.

The government: through various channels to help enterprises through the economic "cold winter".

Through a variety of channels to help small and medium-sized shoe industry enterprises to seek external financial support, to reduce the financial pressure of SMEs in the footwear industry.

1, increase the construction of financing guarantee institutions.

Efforts should be made to encourage more industry guarantee institutions to start operation and provide financing guarantee services for SMEs in the footwear industry.

We should encourage our listed companies and leading enterprises to set up venture capital companies to participate in the acquisition, merger and reorganization of small and medium-sized footwear enterprises.

2, set up a carrier for the development of small and medium-sized enterprises.

Actively strive to establish a "Jinjiang footwear industry pfer investment park" in the relatively rich land resources surrounding Jinjiang, and guide the orderly pfer of SMEs with demand for capacity expansion.

We should encourage the shoe industry to concentrate on town and village collectives to meet the development needs of small and medium-sized footwear enterprises. We will build standard factories and staff apartments, and set up a space carrier for the development of footwear SMEs.

3, guide footwear SMEs to avoid market risks.

The study puts forward the policy of encouraging and supporting, convening the supply and demand meeting of footwear brand processing chain in a timely manner, and guides the brand shoe enterprises to dispatch orders in the near future in the Jinjiang area, and encourages more small and medium-sized foreign trade enterprises to change roles and engage in OEM production for local brand enterprises.

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Four, the current problems of Jinjiang footwear industry

In recent years, although the footwear industry in Jinjiang has made considerable progress, there are still some problems that restrict the development of Jinjiang footwear industry to a higher level.

First, there is not enough space for industrial development.

Due to the lack of overall planning and layout of the industry, the construction of the footwear industry in Jinjiang is lagging behind. Many enterprises are troubled by the shortage of land and employment.

The two is the lack of investment in product development.

Some small and medium-sized footwear enterprises, especially those supporting production enterprises, have less basic R & D investment, and the added value and technology content of products are low.

In addition, the technology intermediary service providers supporting the development of footwear industry and the product quality inspection center with industry technical authority still need further improvement and perfection.

Five, the development of footwear industry in Jinjiang in the future

In view of the above problems, the footwear industry and related industries in Jinjiang must maintain their advantages in the fierce competition in the domestic and foreign markets in the future, and further consolidate and enhance the gold content of the reputation of "China Shoes Capital". We must concentrate our efforts on the construction of productive capacity carriers, product R & D investment and industrial upgrading and optimization.

To this end, our goals and tasks for the next stage are:

(1) give full play to the regional brand advantages of "China Shoes Capital", further enrich the connotation of shoe capital, further extend the industrial chain, enlarge and strengthen the footwear industry, establish a quality assurance system that meets international standards, and strive to build Jinjiang into an international shoe industry.

(two) with "one city (Chen Dai shoes material market), the first floor (under construction of Jinjiang shoe industry building), one street (Jinjiang shoes brand brand Street)" and "one China (Jinjiang) International Footwear exposition" as the carrier, we will strive to build the exhibition platform for Jinjiang footwear industry.

(three) scientifically plan the industrial layout, optimize the space for industrial development, and focus on developing production projects such as shoe machinery and equipment, synthetic leather, chemical materials for shoes, etc., to fill the vacant spots in the footwear industry chain and enhance the level of intensive footwear industry.

(four) train and train professionals and industrial workers, strengthen the construction and management of labor market, standardize the employment of enterprises, and strengthen the soft environment construction of all kinds of talents.

(five) to strengthen the inspection of footwear industry, the construction of professional R & D institutions, and to develop public service organizations such as shoe design, shoe material research and development, image planning and other public services, and develop functional, professional and fashionable footwear products in depth, and tap the space of product level and appreciation potential.

(six) implementing virtual operation, order outsourcing and supporting expatriates to improve the division of labor and the level of social collaboration.

(seven) encourage self operated exports, develop overseas direct selling bases and exhibition centers, seize the terminal market of foreign products, and further consolidate and enhance the division of labor status of Jinjiang in the international footwear industry value chain.