The Shell Breaking Impulse Of "The First Shoe Town Of Fujian"

Chen Dai Town, Wu Qiao tou.

A narrow old bridge carries loads of traffic.

On the side of the bridge is a large and small shoe material shop, on the other side is a magnificent Industrial Park.

Mercedes Benz, BMW, big and small trucks, crowded buses, shuttle.

On both sides of the bridge, a huge billboard of sports shoes stands next to each other and is colourful.

Once there was a joke, standing on the street of Chen Dai, falling down with a billboard, all of which were shoes.

If you ask one of the 400 thousand people living here, where is the Chinese shoes capital?

Someone will point to a row of magnificent buildings, which is the shoe material market that was put into use last year, and the turnover has exceeded 8 billion yuan a year.

More people will tell you proudly that they have entered Chen Dai, this is the Chinese shoe capital.

"No matter which road or street we go to Chen Tai, we can see shoe factories, shoe shops and shoe materials stores."

Chen Dai people have a proud reason.

In particular, the total output value of industry and agriculture is close to 20 billion yuan a year.

However, in Chen Dai's face, they always seem to frown.

"Every stage is very difficult, and the business enterprise is also anxious to do well.

How can we do better? "

Ding Siqiang, chairman of Limited by Share Ltd of Heng Qiang (China), has spoken out a lot of Chen's heart.

Chen Tai's deep vision has already surpassed the glory of the past and the glory of today.

Polluting environment, lagging planning, seeking new developing enterprises...

It is this kind of sense of hardship that makes them do today and think more of tomorrow and the day after tomorrow.

Facing the grand goal of creating the world's leisure sports shoes manufacturing base, Chen Di Town, the first strong town in Fujian, can only be brave again.

Digital Yellow notebook, records the development speed of Chen Tai.

The owner of this notebook is Ding Xiancao, former deputy secretary of the Party committee of Chen Dai town.

In 1984, Chen Tai's industrial and agricultural output value reached 110 million 270 thousand yuan, for the first time, more than 100 million yuan.

At that time, 100 million yuan came from a pair of hammers and a pair of scissors, which originated from a small workshop of shoemaking.

In 1992, the total output value of industrial and agricultural products reached 739 million 130 thousand yuan and reached 3 billion 734 million 330 thousand yuan by 1995. These four years were the rapid development of Chen Tai.

"In 1992, Jinjiang withdrew from the county and built the city, attracting a large number of foreign businessmen to invest. At that time, Jinjiang was no longer a rural county, and a large amount of capital, advanced technology and talents continued to flow, which greatly promoted the development of Chen Tai."

Ding Xiancao recalls.

From 1996 to 1998, the economy of Chen Dai town was at a low ebb. The data from the notebook showed that the total output value of industry and agriculture had not changed much in the past three years.

This is due to the fact that the international market is experiencing a financial crisis. After years of "fighting", foreign markets have plunged into vicious competition, and profits have begun to decline.

In 2002, Chen Tai's total output value of industry and agriculture reached 7 billion 350 million yuan, reaching 10 billion 830 million yuan in 2003 (the first time exceeded 10 billion) and 12 billion 640 million yuan in 2004.

Ding Xiancao said, "10th anniversary of the city is built, and Chen Tai town has entered a period of rapid development because the enterprises have been steadily formed, the foreign market has been further developed, and the domestic market has been refined and improved."

"In 2006, Chen Tai's total output value of industry and agriculture reached 18 billion 560 million yuan.

In a short span of 20 years, Chen Tai's total output value of industry and agriculture has increased by 185 times.

Ding Xiancao regrets the rapid development of Chen Tai's economy.

If it is not for sports shoes, the village near the river may be a small unknown village in Southern Fujian.

It covers an area of 2 square kilometers, 2867 of the local population and more than 50 thousand of the floating population.

In the 25 villages (communities) of Chen Dai town in Jinjiang, it is not the largest area, nor the largest population.

"Take a look at the village near the river. You will find the answer there."

When we wanted to find a sample for analyzing the development of Chen Dai shoes industry, the enthusiastic Chen Dai people did not hesitate to place the name of the village.

From the side of the stream, to see Chen Tai's imprint 1., from looking for products in the market to selling brands, the original impulse to become rich gradually went to the village of sublimation of the stream. Instead of chedai Town, the first village to develop shoes was the fastest growing village in the shoe industry.

From the last century's 10 home small workshops in 80s, the highest level of shoe makers in the stream reached more than 200.

"I didn't expect a small boat to carry billions of dollars."

Remembering the scenes of rowing, fishing and mowing along with a couple of friends in the village, Ding Siqiang's face on the mall showed a simple smile.

Ding Siqiang is the boss of Heng Qiang Meck, and several of his partners are XTEP, Jordan and mingle's big masters Ding Shuibo, Ding Guoxiong and Ding Siliang.

These familiar brands were only small workshops built in their own hall or deep well in the 80s of last century.

That summer, 17 year old Ding Shuibo and two sworn brothers each produced 500 yuan, set up a small shed near the riverside village, named "Sanxing", and began to start their own business.

And supporting them to start their own business is a simple desire: making money to become rich.

The seemingly complicated shoe making process did not baffle three young men, and soon they were familiar with the production process of shoes.

It's just that shoes are the most important thing to do.

The local market is gradually saturated, and the three young men will look at the whole country and begin to spread the sales network across the country.

As a result, Chen Dai's supply and marketing personnel spread throughout the country and gathered from the whole country to Chen Dai.

Consumer demand, what they produce, no material to the field organization, the production of good products sold to all parts of the country.

With a pair of shoes, in the early 90s of last century, a large number of stream side and Chen Dai people realized the dream of becoming rich.

2. today, when many Chen Dai people recall the development of the shoe industry, they can not help but mention one year: in the year of 1992, 97 villages and towns enterprises have been set up in the village of Xi Bian, and the total industrial output value is over 100 million yuan.

This year, Jinjiang officially withdrew from the county and built the city.

The Jinjiang municipal government has rapidly introduced a series of preferential policies: enterprises will give preferential treatment if they can introduce foreign capital, whether in bank loans or in technology import.

As a result, a large number of export-oriented enterprises have come into being, introducing foreign advanced pipeline and production technology, introducing foreign capital, and exporting the produced shoes abroad.

Enough money and a wide market will naturally attract more and more people to go to Li.

Looking back, they found that their brand has been inundated with many competitors.

Chen Dai people who have gone abroad also found that they are also a pair of sports shoes, with the trademark of "Adidas" and "Nike", which are many times the price of their own sports shoes.

At that time, the whole shoe industry of Chen Tai was thinking about the same question: how to add value to its brand?

Anta first found the answer.

In 1999, 1 million 600 thousand yuan invited Kong Linghui to be the spokesperson. "I choose, I like" let Anta quickly complete the brand establishment and dissemination, and greatly stimulated the growth of the market.

From 2000 to 2004, for 4 years in a row, the market share of Anta sports shoes ranked first in the country.

As a result, the "Chuang Bian" road of the shoe enterprises in the village of Xi Bian began again.

In 1997, Ding Siqiang, who had always focused on making soles, could not restrain himself. He hoped to get a share in the market of finished shoes, and quickly created the "Meck" brand.

In the international market, Ding Siqiang took the strategy of giving profits to the agents and achieved success.

Now, 46 countries in the world have registered the "Meck" trademark.

In the domestic market, Heng Qiang has hired celebrities like dawn, Stefanie Sun and Show Luo as spokesmen.

Heng Qiang's brand creation operation has been successful, and this success is undoubtedly a vivid epitome of many Chan Tai shoe companies' efforts to create brand.

Nowadays, the Jinjiang Chen Dai, known as the "shoes capital of China", already owns 6 Chinese famous brand trademarks and 30 famous Chinese trademarks, while the stream village accounts for 4 and 7 respectively, including XTEP, Jordan, Heng Qiang Mei Ke and mingle four.

3. land shortage and management irregularities -- the output value of the two "stumbling blocks" faced by enterprises is growing rapidly, but behind its growth is the perish of several small businesses.

"Last year, the export of Meck increased by about 1000000 pairs over the year before, while a small business can produce 200 thousand ~30 shoes at most a year.

In such a saturated market, our sales increase means that 5~6's small and medium-sized enterprises will go bankrupt. "

Ding Siqiang analyzed the road with a solemn face.

This year, Meck's export output has increased by about 1000000 double.

Such a brutal market reality, so that the village side of the village shoe enterprises from the peak of more than 200 to more than 70 now.

However, the limitation of space and the shortage of talents have become the "dull pain" of Xi Bian village and even the entire Chen Dai town.

"The most difficult part of Chen Daixie's development is that at this stage, it is difficult to make a brand without big development. Competition is so fierce that many small businesses can't do it."

For nearly 7 years, Ding Siyong, a secretary of the village of Xi Bian, was also worried about the development prospects of those small businesses in the village.

But he was more worried about the big businesses in the village.

In the late 90s of last century, because the land scale of the village was difficult to meet the requirements of the development of the enterprise, Sanxing chose to leave and build a new workshop in the development zone of the Qing Dynasty.

This gave the village a painful blow.

Following that, big companies such as Hua Zhu and Kindas moved out of Chen Tai because of space constraints.

"Now, the village is a bit like a nurseries, and the trained enterprises are gone.

No way, our policy environment is no bigger than others.

I want to stay in business, but I have no policy.

We have no preferential policies for land tax rates.

Although the village has done a lot of work, but even now Jordan even moved the enterprise headquarters to Xiamen, and Ding Siyong felt very sad.

Heng Qiang Mei Ke is a lucky family.

After moving out of Chen Dai, Sanxing XTEP gave two pieces of land to it. At the same time, with the help of the village committee, Heng Qiang bought more than 50 acres of land from 13 enterprises and built the new factory building through integration, which basically met the needs of enterprise development.

However, Ding Siqiang's sense of crisis did not end there: "now that the scale of enterprises is bigger and bigger, one day is not standardized, one more day is in a dangerous situation."

The origin of family business has led to the fact that most of the enterprises in chentai are not standardized, and the production and living environment is limited.

But not standardized, it is difficult for enterprises to become bigger and bigger.

4. use innovation to break the bottleneck of land and let enterprises stay in Jinjiang. Now, the biggest hope of the two committees is to build up the standard workshop.

The village's remaining more than 300 acres of land, the village two committees plan to build a living area, the rest of the total standard factory building, with the first phase of the old village pformation started.

Xu Liangzhi, Secretary of the Party committee of Chen Dai Town, argues that the problem of resource and enterprise competition is not impossible to solve.

"I think the bottleneck of the development of enterprises lies in people's ideology.

The land is not big enough?

That is a relatively small peasant consciousness.

Chen Dai people love to fight and win, and have a tradition of fighting alone.

Enterprises prefer to go away rather than land. They can only be guided by the government.

Now, the government is planning to build business headquarters, business district, shoe material market and finished shoe market. It is hoped that the headquarters and market (shoe material accessories market, finished shoes Market) can stay in Chai Tai, and the factory will gradually move to the outside world.

Only in this way can Chan Tai sports and leisure shoes industry cluster achieve greater development.

1200 acres of land at the junction of riverside area and Bridge in Jinjiang is the second industrial area planned to be built by Chen Dai. The government of Chen Dai town has given it a name -- "Chen Dai shoe business headquarters business district".

"Headquarters business district", as the name suggests, is used to carry corporate headquarters.

Once completed, 36 Chai Tai enterprises will move their headquarters to the industrial area.

Wang Maoquan, mayor of Chen Dai Town, said, "we must keep the roots of Chen Dai enterprises in Jinjiang".

At present, most of the industrial area is still under construction, and Longde International Group is the only company that has moved its headquarters to headquarters business district.

Founded in 1993, the Longde group was originally located in the high pit village of Chen Dai town. Due to land restrictions, the large enterprises of 3000 people could only squeeze in two or three mu of factory buildings.

Today, the new "home" moved into 30 acres, using the group's executive manager Li Yong, said: "it is a qualitative leap.

The improvement of these hardware not only improves the living environment, but also brings economic benefits directly. "

"To be honest, before the business was so crowded, we were embarrassed to let customers visit the company.

Although our technology and equipment have reached the international advanced level, the company's production environment