Survey Of Footwear Industry In Quanzhou: How Far Is It From Manufacturing To Creation?

In March 22nd, Xun Hai's traditional manufacturing industry moved towards "creation". There are three basic paths: self creation.

"Eight hundred million shirts for a plane", though exaggerated, vividly reveals the weakness of labor-intensive enterprises. Without independent brands and independent intellectual property rights, they can only rely on large amounts of resources and energy to obtain meager processing profits.

Fujian Quanzhou manufacturing industry, which started from the "three to one patch", has rapidly become a truly "world workshop" in the wave of globalization. There are only more than 10 thousand factories in Jinjiang alone, providing 1/5 sports shoes and 1/8 jackets to the world every year.

"Create independent brand, many entrepreneurs before did not dare to think, think it is Arabian Nights.

But in recent four or five years, some enterprises have discovered that between manufacturing and creation, there may be only one layer of window paper.

Wang Yuandong, Secretary of Yongchun county Party committee, said.

From OEM to licensing, maybe only a single layer of paper.

Chen Zhongshi came to Yongchun from Nanan, known as the "shoe capital", and was founded by the European and American dragon group.

The company made 15 years' production workshop for a European brand, and suddenly lost all orders when the international financial crisis struck.

In order to maintain the work of more than 700 workers and maintain the survival of enterprises, Europe and the United States tried to paste their trade marks into domestic sales at the end of 2007.

"When the enterprise was established, we made a foundry for a top class brand of children's shoes in Europe. The profit was not high, and the foundry fee was fixed there without improvement."

Chen Zhongshi, chairman of the European and American dragon group, said, "later, we started the brand shoes of the Tutu brand, vigorously developing research and development.

When the international financial crisis, other factories did not order, we outsourcing production.

Now there are more than ten factories in Wenzhou helping us make children's shoes.

"Most enterprises in Quanzhou completed their early development and accumulation in the 80s of last century."

Liang Yunnan, deputy director of the Quanzhou Municipal Government Development Research Center, said.

Entering the mid and late 90s of last century, Quanzhou people embarrassed to find that despite the blossom of enterprises, there were few brands that really rang out.

"OEM processing and products without cards are not only the shortcomings of enterprises, but also the shortcomings of the city."

Liang Yunnan said.

To this end, Quanzhou vigorously promotes the implementation of the brand development strategy, and gives awards to famous brand enterprises from the aspects of finance, credit, taxation, land, electricity and talent introduction.

The government's encouragement and support and brand awareness of the enterprise are self awakening.

Anta first ate crabs.

In 1999, Anta, with an annual output value of about 60000000 yuan, offered 10 million yuan to hire Kong Linghui as a brand spokesperson and put an advertisement on influential media.

Anta's brand building has played a leading role in driving a large number of enterprises in Quanzhou to establish the concept of brand management.

For a time, the "star + advertising" brand building movement was thrived.

In just a few years, there are more than 60 companies in Quanzhou, including Yaku, seven wolves, Hongxing Erke, XTEP, Golden Lake, del Hui, and noble birds, employing more than 100 celebrities such as Wang Nan, Li Yapeng and so on as brand spokesmen and advertising in a big way.

Scientific and technological innovation and meticulous management make the road of "creation" wider and wider.

"Breaking the window paper" requires courage and wisdom, but Quanzhou enterprises can change from OEM to self created brand, but also because they have accumulated more than 30 years' development and confidence in innovation ability.

In order to get out of the predicament of "eating bitterness and making small profits", some enterprises in Quanzhou start with technological innovation and continuously enhance the core competitiveness of traditional labor-intensive industries, endow the brand with excellent quality and heavy connotation, and make intensive efforts in management.

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According to the introduction, xunxing zipper has established a national zipper technology development center; the plum blossom umbrella industry has established the only professional center for fine umbrellas in China; Anta set up the first sports science laboratory in China, and invested more than 400 million yuan in research and development every year.

"People's livelihood products can also be made into high-tech industries."

Jinjiang municipal Party committee secretary Yau Meng Jun said, "in 2010, Jinjiang implemented 40 enterprise technological pformation projects, completed the investment of 2 billion 602 million yuan, and promoted 223 science and technology projects."

The prophet of warm spring duck.

Companies know more about how important technological and managerial innovation is for their own development.

After the international financial crisis, Heng An group can save 14 million yuan a year in the production cost of a diaper production line through technological pformation and cost control. The more than 30 production lines can save more than 400 million yuan a year.

The circulation link, in fact, lurks more profit space.

Traditional industries can be made into an eternal industry, but at present, it is difficult to gain profits by using cheap labor and extending working hours in the past.

"For coastal labor-intensive enterprises, there is no alternative but to speed up pformation and upgrading."

Lv Jing, Secretary of the Luojiang District Committee of Quanzhou, said.

"The current terminal mode has yet to be improved, and most of the profits remain in the middle circulation, not in production, nor at the terminal.

In the eyes of consumers, buying electrical appliances to Gome, buying furniture to red star, and where to buy clothes? Maybe there are also buying high-end clothes to Yansha.

But can we create such a terminal: I want to buy something with my own brand. There must be no fake and shoddy stuff. The best thing is that the service is the best, and there are problems that can be negotiated, especially the price is the cheapest.

Wang Tiankai, vice president of China Textile Industry Association, said.

If this problem is solved, it will not only open up channels for products, but also meet the industry characteristics of labor-intensive enterprises with strong employability.

"Labor productivity has increased, we no longer absorb jobs in the workshop, but to the terminal that we meet directly with the ordinary people."

Wang Tiankai said.