Upgrading From Shoes To Sports Brand City Of Jinjiang

The 15 years before the founding of Jinjiang were the 15 years of rapid industrialization and industrialization in Jinjiang.

During the period, Jinjiang made gradual progress towards Jinjiang, and the traditional industries gradually optimized. It went through a tortuous road of development. Many enterprises experienced the original accumulation of workshop production and OEM processing, followed by the spontaneous changes of market changes, welcomed the collective prosperity of the brand, and formed a strong lineup to move towards the capital market, enhance the competitiveness of the whole region and improve the image of the whole region.

On the eve of the 15th anniversary anniversary of the construction of Jinjiang City, this paper tries to outline the trajectory of Jinjiang's industrial development with the long-standing attention to the clothing, shoes, food and other industries, giving inspiration to the growing industries and enterprises.

Originated in the early 80s of last century, it was entering the capital market. In July 10th of this year, Anta sports was successfully listed in Hongkong. It became the signal of Jinjiang sports shoes industry upgrading to the capital market in the past ten years after upgrading from the shoe capital to the sports brand.

XTEP, 361 degrees, Jordan, del Hui and other enterprises listed on the plan has also set the schedule.

However, in the ten years of retrogression, it is not easy for Jinjiang to find celebrity endorsements.

"Before 1998, brand is a strange concept for Jinjiang's shoemaking enterprises."

The head of a well-known enterprise said.

The development of Jinjiang footwear industry can be traced back to the early 80s of last century.

At that time, Jinjiang enterprises relied on a few hammers, scissors and sewing machines to start production of Pearl slippers and vulcanized shoes with low investment and low technical requirements.

After the 90s of last century, the footwear industry in Jinjiang began to introduce advanced production equipment at home and abroad, and took the road of increasing capital and expanding stocks and expanding its scale.

At that time, influenced by market changes, many enterprises in Jinjiang were producing OEM for foreign enterprises, earning a small profit.

But from imitation to OEM production, the industry has moved forward.

With the introduction of large-scale equipment and technological pformation, the level of shoemaking technology and equipment in Jinjiang was in the leading position in the mid and late 90s of last century. Processing capacity and technology level, product quality can meet the needs of some international brands, and many manufacturers have been qualified to make OEM (OEM) for international brands.

At that time, the external orders increased rapidly, and many shoemaking enterprises in Jinjiang completed the primitive accumulation of capital.

In 1997, the Asian financial crisis was a blow to the OEM satisfied enterprises.

The international market is hard and orders are shrinking rapidly.

A lot of processing factories see that once their products are labeled with famous brands, they are instantly worth a hundred times, and their minds are hard to beat. They realize that it is difficult to make progress without imitation and imitation; they only imitate, they can only walk in situ, and brands are the life of commodities.

It is time to change the "OEM" mode.

In the late 90s of last century, a brand new era came, and the original production capacity of the enterprise was rapidly pformed into the foundation of brand management.

Some enterprises try to subsidize the brand operation by using the profit generated by the process. "Walking on two legs" reduces the market and business risks and enters the new stage of "brand and processing".

In 1999, Anta took the lead in asking Kong Linghui to be the spokesperson and fired the first shot to enter the domestic market.

Since then, shoe companies have been turning around the domestic market, and many stars have come on the scene. About 40 brands have been gathered together, setting off a spectacular movement to shock the industry inside and outside.

After that, Jinjiang gradually developed from a sports shoe production base to a sports shoes brand base, and the brand strategy achieved brilliant results.

According to statistics, about 80% of the domestic sports shoes market comes from Jinjiang today.

Ding Zhizhong, President of Anta (China) Co., Ltd. believes that since 2000, Jinjiang shoe enterprises have truly recognized the building of their own brands. The large-scale licensing movement has really started, and has also promoted the pition of Jinjiang manufacturing industry clusters to brand clusters.

Jinjiang has sprung up dozens of state-level brands, becoming the leading brand in China, creating a wonder of the world.

So far, the sports shoe enterprises have won 19 well-known trademarks in China, 9 Chinese brands and 54 national exemption products.

In March 19, 2001, Jinjiang was jointly named "China Shoes Capital" by 4 Chinese leather and footwear industry research institutes.

The development of shoe industry has also promoted the prosperity of regional shoe material market.

Chen Tai, a heavy shoe industry in Jinjiang, has formed a "shoe material Street" for several kilometers. It integrates shoes, raw materials, wholesale and retail, shoe machine sales and so on, attracting merchants from more than 30 countries and regions such as Korea, Italy, Australia, Argentina, China Taiwan and China Hongkong, and has an annual turnover of over 2 billion yuan.

At present, a total investment of 185 million yuan Chen Tai shoe materials business market is accelerating construction.

The licensing movement promotes the blowout expansion of Jinjiang sports shoes brand in China.

A large number of large brand enterprises have more than 2000 outlets in large and medium-sized cities all over the country.

Brand stores become Jinjiang's sports brand to seize the favorable market position.

At this time, the structure of the store's products is no longer a single sport shoes, but also includes sportswear, bags, accessories, etc. the sportswear of all brands is also growing at a high speed.

Ding Shuibo, President of XTEP (China) Co., Ltd., said that at present, several local leading brands have adopted the market mode of monopoly chain, and there are many stores in the country, not only selling sports shoes, but also selling sportswear.

This is an important trend. Many enterprises are trying to become a comprehensive sports goods brand.

"In the long run, sportswear is more than sports shoes, which is the future direction of Quanzhou sports brand store."

Ding Shuibo said that for several big brand enterprises, sportswear and other sporting goods belong to the part of the brand virtual operation. Enterprises should re shape their brand image. In the future, when consumers mention some local brands, they will not only think of sports shoes.

"It should be noted that the local sports shoes brand is developing towards an important trend of comprehensive sporting goods enterprises. The sports apparel industry should also become a new pillar of Quanzhou sporting goods enterprises."

Analysis of the industry.

In October 2007, shortly after the listing of Anta in Hongkong, China Sports International Limited, another sports shoes manufacturer in Jinjiang, was also listed in Singapore.

International capital markets are beginning to flourish in Jinjiang's shoemaking enterprises.

According to industry news, XTEP, 361 degrees, Jordan, del Hui, and other famous local sports brands have also made a timetable for listing in recent years.

Jinjiang sports shoes brand, in the process of pformation to sporting goods enterprises, is actively taking the initiative to graft capital markets, and take the wings to make bigger and bigger sports brands.