Putian Shoe Industry Is Eager To Get Rid Of The Dilemma Of "Do Not Cry".

The number of employees is 500 thousand, the annual output value is about 30000000000 yuan, but it is mainly based on foundry, and 2100 enterprises do not have a "well-known trademark in China". In this regard, Fujian Putian Start the characteristic industry and enhance the campaign

Putian shoe industry is eager to get rid of the dilemma of "do not cry".

"After more than a year's efforts, the" Putian shoe brand monopoly zone "has been stationed in Northeast, northwest and other markets, and the effect is obvious. Through the alliance platform, the industrial advantages are transformed into brand advantages. "On the evening of August 23rd, Wang Jialin, director of the economic and Trade Commission of Putian, Fujian, said in an interview with reporters," Putian shoe enterprises under pressure have realized that they own " brand In light of the characteristics of the local footwear industry, Putian will focus on striking the "special industries to enhance the campaign". 10 measures are launched to fight for 150 days to promote the rapid development of industry and trade, and encourage enterprises to strengthen their own brands and give full support to them. Shoe enterprises Listing as soon as possible.

It is understood that from 1 to July this year, Putian exported 41 thousand batches of footwear and 1 billion 85 million yuan worth of goods, representing an increase of 21.5% and 25% compared with the same period last year, and export value reached a record high in the same period. The export of footwear in Putian is diversified, and exports are distributed in 143 countries and regions around the world. The market in the United States, the European Union and Japan is about 80%. Gym shoes , Cloth shoes And so on, forming a complete range of patterns from children's shoes to adult shoes.

Relying on the "OEM" pillar, we can not rely on the "shoemaking industry, which is a traditional dominant industry in our city, and also a pillar industry." Wang Jialin said that the footwear industry in Putian was more developed in the Ming Dynasty. After the reform and opening up, Putian took the transfer of Taiwan shoe making industry, and its industrial scale and manufacturing technology developed rapidly. It became an important footwear production base in China and even the world. At present, there are more than 2100 shoe enterprises and 500 thousand employees. This year, Putian has been awarded the "export base of China's footwear industry", becoming the first city in the country to win this honor in second and Fujian. The shoe industry in Putian has grown rapidly to the top of the ten major industrial clusters in Putian by adding more than 100 production lines per year.

"Only do, but not shout." Wang Jialin made an image analogy to the present situation of Putian footwear industry. "Shoes produced in Putian are the world's top brand shoes, and their manufacturing capability has reached the international first-class level."

It is understood that the footwear industry in Putian is short of its own brand, and mainly relies on the processing of "OEM", such as the shoe factories of over 10000 people, such as Putian, Fujian, and Li Feng. In fact, from the annual export volume of footwear products in Putian, it can be seen that the footwear industry in Putian is mainly exported and earn low processing fees.

Because of the long-term processing of materials, the brand weakness of Putian footwear industry and the weakness of its innovative ability are insufficient. The traditional footwear industry in Putian takes advantage of the advantages of labor to engage in simple production and processing, and earn a small processing fee over a long period of time by OEM processing. Reporters in Putian many shoe enterprises do not even see the brain of enterprise development - R & D center.

"There is no independent brand, so that the development of enterprises has been greatly restricted. With the increase of cost and the change of international trade situation, it is difficult to meet the needs of enterprises' survival and development only by earning profits by OEM." It is understood that Putian, known as "shoe city", has only 1 footwear "China famous brand products" and "state inspection free products". It only accounts for 7.7% of the 13 famous brand products in China and 2% of the 58 exempt products from the province. There are only 4 provincial brands and 6 famous Provincial brands, accounting for only 4.7% of the 85 provincial brands in the whole province and 7.6% of the 79 famous trademarks at the provincial level.

"Low grade, low price, low profit" cycle, "extroverts are too high, independent brands are few, the industrial chain extension is not enough, and the industry is not gathering enough" causes the shoe industry in Putian to be caught off guard in coping with the crisis. Although the scale of shoe industry in Putian is larger, it only attaches importance to the processing of raw materials and restricts its development momentum.

According to the statistics of Putian economic and Trade Commission, the cost of shoe material raw materials accounts for about 60%. of the output value in Putian shoemaking enterprises. Because of the high price of shoe material products in Putian, the varieties of the shoe materials are single and not complete, of which more than 70% of the shoe material is purchased from Jinjiang and Wenzhou, which has increased the production cost of the enterprises and affected the market competitiveness of the products. {page_break}

In terms of talent, there is a lack of professional and technical personnel and lack of innovative ability. According to preliminary statistics, the existing professional and technical personnel in Putian shoe-making enterprises account for less than 1% of the total number of workers and the proportion of professionals in leading enterprises has not reached 1.5%.. This directly leads to the technological innovation and new product development capability of the footwear industry in Putian is generally not high, and it is difficult to improve the core competitiveness. Many small and medium shoe enterprises mostly rely on raw materials processing or imitation and plagiarism, resulting in homogenization of products. The disadvantages of "low price, low price and low profit" have been difficult to solve.

Due to the lack of effective protection of intellectual property rights, large-scale enterprises are spending heavily on new products. First, listing is copied, plagiarism without development costs and Jerry building, product prices are naturally cheap, and quickly won market share, occupying the development space of the original development enterprises, resulting in vicious competition.

Most of the shoemaking enterprises in Putian still belong to raw materials processing. After so many years, they have been doing export orders. Some enterprises have become accustomed to low price competition and have no innovation capability at all.

At the moment, with the increase of labor costs, land and other production costs and RMB appreciation, footwear exports no longer have price advantage. Wang Jialin pointed out that after decades of development, the manufacturing capacity of the footwear industry in Putian has been the national first-class level, which requires the relevant government departments to actively guide the transformation from "manufacturing" to "creating" development mode.

It is understood that in view of the poor competitiveness of the footwear industry in Putian, the economic and Trade Commission and the footwear association of the city have organized 18 local shoe enterprises, and established the "Putian shoe brand monopoly zone", organized the "bundling enterprises to open up the market", and set up a model of "government set up, association leading, leading and enterprise participation", and actively open up the domestic market. In view of the lack of R & D capability and other issues, the Putian municipal government has allocated a large part of its funds to the 20 million yuan industrial fund for the R & D investment in the shoemaking industry, and set up points in Chengdu, Shenyang and other places to bind together to promote "Putian shoes", and the domestic market is gradually opening.

At present, Putian makes use of the city to become an opportunity for the export base of footwear industry in Fujian Province, breaking the boundaries of administrative regions, and establishing a regional footwear industry cluster with the center of Hanjiang, Licheng and Chengxiang as the center. For qualified enterprises, it can help them achieve leaping development through various forms, such as listing, financing, capital raising and stock expansion, and joint merger, and become the "carrier" or "flagship" of the footwear industry in the region. In order to meet a series of preferential policies such as the provincial Party committee and the provincial government's opinions on supporting the development and operation of small and medium-sized enterprises, and further create a favorable environment for supporting the development of footwear enterprises.

Wang Jialin told reporters that it is the direction of Putian's industrial structure optimization and upgrading to guide the industry to transform high value-added, expand into new areas, and develop into large industries. Toward this goal, the footwear industry in Putian will undergo a qualitative transformation.

The Putian government believes that through the mechanism innovation of the alliance, it will coordinate the professional division and cooperation of the footwear industry in Putian and have the ability and strength to create an independent international brand belonging to Putian people.

"Transforming industrial advantages into brand advantages, from production and trade to brand management industries, to achieve" manufacturing "to" create "leap. This is the goal of shoe industry development in Putian.