Shoe Capital Jinjiang: Brand 2010 Shoe Market

In September, Xiamen was still full of sunshine and wandering on the long island road. The sound of waves was intertwined with old banyan trees and ancient buildings.

Passing through the Xiamen bridge, driving eastward, it came to another city in less than 1 hours.

Jinjiang is named after the beginning of the "maritime Silk Road", a river next to Quanzhou.

Since ancient times, "breaking into the South" is a common way of life for Jinjiang people. Maybe because of the gene of businessmen in this skeleton, the early stage of family business in Jinjiang has sprung up after the early stage of reform and opening up. So far, the private economy has been supporting half the sky in Jinjiang.

Heng Heng, Anta, PEAK, Hongxing Erke, 331 degrees, Qipai, Jin Ba, seven wolves, yako...

These are the brands of Jinjiang. "

Wang Jindun, Secretary General of the Jinjiang Municipal People's Political Consultative Conference, is very familiar with the brand of his hometown.

It is a miracle that Jinjiang is a county-level city but luckily owns hundreds of famous domestic brands.

In mid August, the top tenth counties ranked the top 100 counties in terms of economic competitiveness, and Jinjiang ranked seventh last year.

Faced with such a beautiful pcript, Wang Jindun smiled at the reporter, "Jinjiang is a blessing."

Not a man's story

Before Xu Zhi Hua Zi inherited his career as CEO of PEAK group in Fujian, he was an ordinary senior student. He did not have a special understanding of the footwear industry in Jinjiang at that time.

However, Xu Zhihua appreciates Ding Zhizhong, a 8 year old city entrepreneur.

When Ding Zhizhong graduated from junior high school, he bought 600 pairs of Jinjiang shoes with more than 10 thousand yuan, and sat alone on the train from Fuzhou to Beijing.

After 4 years of hardship, Ding Zhizhong returned to Jinjiang with the 200 thousand yuan earned in Beijing and founded the "Anta" brand.

Now, Anta has developed from the original shoe factory into a leading domestic sports product listed company.

Xu Zhihua did not expect that the name of Ding Zhizhong, Jinjiang shoe king, was taken away from her own head. What he never thought of was that Ding Zhizhong once looked up to his own father, Xu Jingnan.

In 1983, Nike, an internationally famous sports brand, began investing in the construction of the first shoe factory in Quanzhou. Xu Jingnan is the partner for their matching processing.

5 years later, Nike moved from Quanzhou to Putian, and 80% of its technicians and workers chose to stay in Xu Jingnan's company.

Far sighted, Xu Jingnan registered in 1989.

"In manufacturing, we started at a high starting point. When many enterprises were in manual factories, we were already doing assembly line work."

10 years later, Peak Sport Products Co Limited has been listed successfully in Hongkong, and its performance has maintained 60% growth over the past 3 years.

In the late 80s of the last century in Jinjiang, all the streets were small sports shoes workshops.

Statistics show that the footwear industry produces more than 3000 enterprises and 350 thousand employees, and the products are exported to more than 80 countries and regions in the world.

In the thousands of shoe companies, the rise of Anta and PEAK is not a case in point. Behind them, a large number of Jinjiang brands have been born and quickly emerged: XTEP, 361 degrees, hi dragon, noble bird, Ali, HOSA, del Hui, Golden Lake, Jordan...

Some media have commented that every five pairs of shoes in the world come from Jinjiang.

As early as the rise of Jinjiang's sports shoes brand, Lining has firmly occupied the status of China's first sports brand, while Adidas and Nike, the two world sports giants, have also firmly occupied the domestic high-end market.

Jinjiang people do not seem to care much about it.

"This may be related to Jinjiang's natural character."

A foreigner who worked in Jinjiang for more than 10 years told reporters that "Jinjiang people are always sticking to their own brand."

As Ding Zhizhong said, "do not be China's Nike, be Anta of the world."

What Jinjiang enterprises need to do is not to shadow others but to surpass themselves.

This persistence was particularly valuable during the 2009 financial crisis.

At that time, Nike and Adidas both suffered from weak growth in performance and even a negative growth in performance. However, the turnover of most sports brands in Jinjiang was against the trend.

Anta, for example, increased its turnover by 27.7% in the first half of 2009.