Haining Leather Advances Towards Brand Era

Here is a special market: it has more than 2800 houses.

There is a traditional industry: like many block economies, it has started from small workshops and experienced development.

On the Sina blog, the chairman of the Haining Leather City Co., Ltd., who has the law of "sheepskin", is very popular, and the idea of "small cities leading the big fashion" and "Rewriting the development path of leather industry in China with fashionable value added" can always cause hot comments.

At the time of the eighteenth Haining China Leather Expo, when reporters went to Haining to interview, they searched the Internet for information about the leather industry in Haining. The brand new concept left in the blog was enough for the reporter to understand Haining's "small town", so as to chase the heights of fashion leather.

Haining is located in the water network of the south of the Yangtze River. Due to mild climate and abundant rainfall, it is suitable for growing crops and adapting to grass breeding.

According to "Zhejiang wind and Wind Records", Song Gaozong went south to cross the river, and the sheep of the northern residents crossed the river. Haining gradually became the origin of Hu sheep.

The Haining County chronicles of the reign of the Jiajing period of the Ming dynasty recorded the thirty-one years of Jiajing. The original artisan artisans of Yichi Prefecture had 3 craftsmen, 68 double - line craftsmen, 500 skins and 855 colored fur.

It is obvious that the leather fur industry in Haining has been preliminarily formed during the period of the Ming Jiajing, and as the tribute of the court, it has been nearly 500 years old.

In 1926, Hu Zhenfang, a leather merchant in the town of Kashi, founded the Shuang Shan leather factory and replaced the manual operation with mechanical operation. It became the first leather manufacturing enterprise in Haining with a certain scale.

After that, the tannery industry in Haining competed and opened, including the larger "three friends skin factory".

After the founding of new China, Haining leather industry has come to a stable stage.

In 1952, after 3 years of economic recovery, Haining leather fur enterprises developed to 50. The main products are sheepskin, cowhide and fur. The products are sold to Shanghai, Hangzhou and other places besides local supply.

"Shuang Shan" leather factory's main product, "Taishan brand" Huang Huang Di leather, has gained a reputation in the market, and its production and marketing value is 148 thousand yuan.

In the 1960-1962 years of the national economic hardship and the "Cultural Revolution", the development of leather industry in Haining once again stagnated. Until the year the third Plenary Session of the 11th CPC Central Committee, the Haining Township Office, village office, joint office and individual run "four wheels" moved together, and the leather industry with the non-public economy as the main body rose rapidly.

In the 80s of last century, with the rapid development of private economy, Haining, which had no skin production, grasped the key link of leather industry, leather making technology, which took the lead in competition with other regions.

In the early 90s of last century, the leather industry was first nurtured as the leading industry in Haining, and soon formed a vigorous development atmosphere.

The first batch of brand enterprises paid the surface: Haining Bao Fu Da leather clothing factory "Bao Fu Da" brand pig top leather women's coat, Haining civil tannery leather factory "Snow Leopard" brand goat positive garment leather, snow leopard sheepskin jacket is rated as the best quality product of Zhejiang Province, Haining leather goods factory "Mu Mei" brand hog leather jacket is approved by Zhejiang quality products, snow leopard Industrial Company's "Snow Leopard" trademark has been awarded the first "Zhejiang famous trademark", Haining tannery "Butterfly" brand pigskin garment suede leather has been selected as Jiaxing's first batch of "Jiaxing famous brand product".

In 1992, there were more than 200 leather enterprises in Haining.

Compared with brand enterprises, more people in Haining just sell leather clothing to shopping malls, slow down payment and slow flow of funds.

It is inevitable to sell the whole country to buy Haining and build a professional market.

In 1993, the Haining municipal government established the Zhejiang leather garment city (the predecessor of China Leather City) in Haining's Kip Stone, with the wishes of the broad masses of producers and consumers.

In September 22, 1994, the leather garment city of Zhejiang was officially opened, covering an area of 31 thousand square meters. On the same day, the first national leather clothing exhibition opened, which set up a marketing and promotion platform for Haining leather enterprises, and also set a soaring wing for the development of leather industry.

In just 3 months, the market turnover is as high as 580 million yuan.

And this set off the upsurge of Haining leather garment factory. By the end of 1995, the leather and leather enterprises registered by the industry and Commerce Department in Haining were as high as 1987.

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In the past: "big production" 1.3 seconds to produce a fur coat.

However, due to the market management is not standardized, quality supervision is not strict, and so on, looking at the continuously hot leather clothing market, some enterprises have played a crooked idea: the use of inferior leather, the level of work is down.

A large number of low-quality leather clothing flooded the market, and quality problems emerged one after another. In 1997, the problem broke out in all directions. The Haining fur coat with its boundless scenery became synonymous with low quality goods.

In the winter of this year, a shopping mall in a big city even hung out such a banner: "there is no Haining fur coat in the mall."

A vicious circle of bad business has led to the collapse of a large number of enterprises in Haining.

"There is no way to live without fighting."

Since the second half of 1997, leather city has decided to pay close attention to quality, intensify quality inspection and prevent inferior products from entering the leather city.

Now, in retrospect, the director of the leather City Management Committee believes that counterfeiting is a necessity for the development of China's professional market. Many other leather markets, which are emerging at the same time as the leather city of Haining, fail to go through this.

"Quality is enhanced, and brand is also needed."

Since 1999, there has been no way to shift the focus of leather city's work to the brand: the commodities entering the leather city must have brand labels, the excellent brands advertise, the leather cities subsidize...

A series of initiatives, leather city reborn, Haining leather industry also ushered in new development peak: in 2002, the number of leather enterprises in Haining reached a record 5127, the annual industrial output value of 13 billion 150 million yuan, the leather industry total ranked first in the country, Carson, Mongolian slave, snow leopard and other leather industry leading enterprises emerged in large numbers.

Haining dragon horse leather Co., Ltd. is a typical example of practicing brand thinking.

In 2002, leather city invested 200 million yuan to set up Haining China Leather City export processing zone to provide a broader development platform for enterprises.

This year, Li Jun, who was only 29 years old, took the baton of the dragon horse leather industry from his father.

In 2003, the "dragon horse leather industry" moved from the urban area of Haining to the export processing zone, and the enterprise area expanded by 10 times.

At the same time, Li Jun turned the products from women's clothing to high-end men's clothing which is more sought after.

The "dragon horse leather industry" opened the door of rapid growth, and the output value in 2004 has reached 15 million yuan, an increase of 6 times compared to 2002.

In 2005, the whole leather city was relocated. The new platform of leather city has injected new impetus to the development of leather industry.

According to Chagarin, deputy general manager of China Leather City, Haining, in order to create a complete value chain for production and sale of leather industry, more than 250 leather enterprises with larger scale and strength were imported into the leather city after the relocation, and a series of activities such as "Leather Fair", "Haining fashion fashion", "Beijing Hangzhou the Grande Canale Haining fashion wind" and other activities were organized, and Haining leather enterprises were organized to "go out" to enhance the popularity and influence of Haining leather.

It is based on the value chain platform built by the leather city pformation, and the popularity of the company has risen dramatically. In order to get more value-added brands, Li Jun began to turn around and decided to pform from OEM (OEM) to ODM (original design manufacturer).

Every year, the design team is organized to study in Europe, Japan and other places, and the design ability is improved, attracting a large number of high-end brand customers.

This year, the company has registered two brands. From 2012, the company will build its own brand.