Shiling: The Capital Of Leather Goods Is All Over The World.

A few years ago, a deputy mayor of Florence, Italy, visited Shiling. After visiting Shiling (International) leather and leather goods city, he made a funny squat action at Cui Jianjun, Party Secretary of Shiling Town. He said to Cui, "I will only give you a bag later."

Shiling, a small town in Huadu District of Guangzhou, has become a genuine "leather capital of China".

Let's take a look at a set of data: at present, there are more than 5000 enterprises in Shiling for leather leather production and trade; the annual output value of leather products is more than 10 billion yuan; the daily output of leather products is over 1 million, and the annual output is 400 million, accounting for 1/3 of the whole country; the daily leather products trade volume is 1 million yuan; Shiling leather products are sold to 25 provinces (cities) of the whole country and Southeast Asia, Europe and America, and the market share accounts for 60% of Guangdong, 35% of the whole country, 50% of the middle and low market in Europe.

If these data are slightly boring, Cui Jianjun's introduction is more intuitive. He told reporters: "now, third of the leather products sold in the 60% districts of Paris are purchased from Shiling. The area has already become the exhibition center of Shiling leather products. In the past, the monopoly of the Jews was broken. Florence is the largest container distributing center in Europe, and 10-15 containers (containers) are shipped by Shiling every day."

Especially, the people of the Shiling people liked the fact that the Shilin leather bag was designated as the designated product by the 17th CPC National Congress and the upcoming Beijing Olympic Games next year.

The Shilin village is a place where Cui Jianjun called Shiling leather industry "Jinggangshan".

In the late 70s of last century, a Guangzhou educated youth who jumped in here accidentally sold his leather handbag to the nearby military field railway station.

This triggered the surrounding villagers to follow suit, leather processing industry gradually became a climate in the local.

Shiling leather goods started from this "point" and embarked on a road of fire and prairie fire.

The earliest leather traders represented by Yi Shan villagers have tried hard to start their own businesses by walking around the streets, but the market has finally given them a generous return, and has rapidly promoted the growth of Shiling leather industry.

By 80s, Shiling leather processing has basically left the previous family workshop mode, and some raw materials and accessories industries have gradually followed up, forming a "leather shop" with a leather shop. The leather industry is ushered in the second stage from "point" to "line".

By the middle and late 90s, Shiling had been engaged in more than 2000 leather and leather products businesses, and became the leading industry in the town and even Huadu District.

However, the Shiling leather industry is still in a low, scattered and weak state.

In 2000, the Party committee and government of Huadu District and Shiling Town realized that the great potential and disorder state of the leather goods industry restricted the industrial development, and began to take the initiative to intervene, guiding the industry to change from "spontaneous" to "conscious".

One of the most important actions is to build the country's largest wholesale market for leather and leather products -- Shiling (International) leather goods city, in combination with attracting investment and integrating land resources.

"At the very beginning, many people took a wait-and-see attitude and were reluctant to enter.

To this end, the town government has even used some "tricks" to drive merchants to the city of leather goods.

Cui Jianjun said.

Today, Shiling (International) leather leather city has completed four projects and more than 2800 shops, with a daily turnover of 20 million yuan.

With the help of the professional market to promote the radiation of the industry, Shiling also built the largest leather and leather industrial park covering 3000 mu, expanding and extending the industrial chain, and improving the supporting ability of the industry.

Since then, Shiling leather industry has developed from "line" to "surface", and has entered the stage of scale and standardization.

Shiling Town today has a complete industrial chain from raw material processing to leather manufacturing, leather goods trade and leather goods service, forming the largest leather and leather raw materials distribution base and leather goods production and sales base in the country.

"A leather bag, whether high-grade or low-grade, the raw materials for the 18 processes can be purchased without any effort at Shiling.

Orders can be received at noon, and ingredients can be completed and put into production in the afternoon.

The locals said proudly.

In 2002, Shiling was officially awarded the "leather capital of China" by the China Light Industry Federation and the China Leather Association.

The "three level jump" of processing production creation industry corresponds to the "dot line surface" development process of industrial scale, and the production pattern of Shiling leather industry has gone through three stages: processing production, manufacturing production and creating production.

In the 1970-1980 era, Shiling leather products were mainly made up of family workshops, and their products were mainly concentrated in the low-end market, lacking influential private brands.

After 1990s, with the establishment of a number of regular factories, the brand awareness of manufacturers gradually increased, and the number of enterprises applying for registered trademarks increased. At the same time, many world-famous products also entered Shiling subcontracting production, and the situation of international brand Shiling manufacturing appeared.

Now, more and more Shiling leather enterprises are turning to make their own research and development products with independent intellectual property rights. Some international brand foundry enterprises are also being pferred from OEM (commissioned manufacturing) to ODM (commissioned design and manufacture).

It is understood that more than 60% of Shiling leather enterprises have their own brands, "Fiji", "Monalisa", "Tianbao" and a number of brands have been called the whole country.

Shiling leather products now have two Chinese famous brands; 10 enterprises are rated as Chinese leather and leather brand enterprises; in 2006, China's leather industry top 12, Shiling accounted for 3 of them.

"We insist on walking on two legs in the brand building - training and introduction," Cui Jianjun said. While supporting local businesses to create brands, Shiling Town Government also introduced preferential measures to actively introduce famous brands at home and abroad. The famous brands such as AOKANG, Paul Lande and other international brands, such as Montagut, crown and crocodile, came in to make the Shiling brand famous and magnificent.

"Especially AOKANG and Paul Lande, the two brand-name Chinese brands originating from other countries, have produced catfish effect after coming to Shiling, and Shiling enterprises' brand awareness has increased unprecedentedly."

Shiling is getting rid of the embarrassing situation of "full of stars and no moon".

However, brand building is only one aspect of "Shiling creation", and the brand must rely on higher quality and taste.

And the improvement of quality and grade must be achieved through all aspects of innovation, such as technology, technology and marketing means.

Last year, the Sixth China Shiling leather goods Festival put forward the slogan of "technological revolution and artistic revitalization". The theme of this year is "brand lion ridge, marketing innovation".

The innovation impulse of Shiling leather industry can be seen.