Fujian And Zhejiang Shoes And Clothing Industry To Play The Advantages Of Cluster To Create Regional Brand

The industrial cluster of small and medium-sized enterprises is called the strongest and most dynamic economic form. Labor intensive and capital technology developed in the South Intensive type Compared with the leading enterprises and small and medium-sized enterprises, such as cluster, high-tech, traditional, endogenous and exogenous industries, the industrial clusters of small and medium-sized enterprises in Shandong have different levels of scale, structure, internal structure and competitiveness.

Recently, the Rizhao City Social Sciences joint examination team of Shandong province has gone to 3 provinces of Jiangsu, Zhejiang and Fujian. It has made an in-depth study of Shishi textile and garment industry cluster, Jinjiang shoe industry cluster, Wenzhou shoe leather industrial cluster, Taizhou city heating valve industry cluster, Taizhou mold industry cluster, Wenzhou pump industrial cluster, textile industry cluster, and market information. Industrial Cluster Zhangjiagang iron and steel industrial cluster, Taizhou Jingjiang shipbuilding industry cluster and Xuzhou Pizhou plate processing industrial cluster have two contrasts, and put forward many constructive suggestions, which are of low benefit to improve the SME cluster. financing Difficulties and weak competition have important reference value. Through analysis, it can enlighten the healthy development of SMEs cluster.

The 7 cities in the 3 provinces of southern China have begun to play a dominant role in clustering, creating brand and industry brand and entering regional brand. Stride across And forming times.

At present, leading enterprises in some industrial clusters, by improving their product quality and increasing their advertising efforts, invite sports, literary and artistic stars to make image endorsements, create brand names with foreign famous brands, and graft; the government formulating incentive policies to encourage enterprises to create famous brands. For example, Quanzhou stipulates that enterprises create a famous brand in China or get a well-known trademark in China. The two tier governments in the urban area give 2 million yuan reward respectively. In the short period of time, a large number of enterprise brands emerged in the southern industrial clusters. Quanzhou Jinjiang footwear industry's Anta, XTEP, 361 degrees, Jordan, the leisure clothing industry rich birds, dyed cards, seven wolves, nine Mu Wang; Wenzhou leather shoes industry Kangnai, AOKANG, Jil Da, Dongyi, red dragonfly, leisure apparel industry, such as Mei TSE Bang Wei, Semir and so on. By 2008, Wenzhou had 113 well-known trademarks in China, 38 famous brand products in China, 8 famous trademark brands in China, 168 famous trademarks in Zhejiang, and 54 well-known trademarks in China and 46 famous brand products in Quanzhou in 2010. These brand products occupy a high market share and enjoy high popularity in the whole country and even the world.

The emergence of a large number of product brands and corporate brands has improved the visibility of industrial clusters and cities, and promoted the formation of industry brands and regional brands. Wenzhou has been named "China Shoes Capital", "China appliance capital", "China lock capital" and "Chinese pen making capital". Quanzhou, Jinjiang is named "China Shoes Capital", and Shishi is known as "China's famous clothing city". When it comes to leather shoes, people naturally associate themselves with Wenzhou; when it comes to leisure sports shoes, people associate with Jinjiang; when it comes to casual wear and children's clothing, people associate with stone lions. The regional brand is more direct and direct than the single enterprise brand, and has a broader and continuous brand effect.

The head of the Wenzhou municipal government told members of the research group that this brand effect is not only conducive to the external contacts of enterprises, but also to the development of domestic and foreign markets, and also to enhance the image of the whole region, and create favorable conditions for attracting investment and future development.