Shiling International Leather Leather City Industry Form "Three Jump"

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, America and other places, 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.

The two innovation of technology, design and marketing started from "Shiling processing" to "Shiling manufacturing" and then to "Shiling creation". The evolution process of Shiling leather goods industry is not only consistent with the inevitable logic of industrial development, but also an urgent requirement of objective situation.

In an interview with Cui Jianjun for more than an hour, reporters repeatedly heard the words "bottleneck", "gateway" and "turning point".

He said that under the background of the adjustment of international industrial structure and domestic macro regulation, "our advantages in land and labor will no longer exist". Shiling leather goods industry has stood at the juncture of the two venture. We must be prepared for danger and accelerate the pformation and upgrading of industries.

In Cui Jianjun's view, leather goods industry is not as labor-intensive as people usually think. Its innovation space is very large. It mainly includes three levels: engineering technology innovation, design art innovation and marketing innovation.

Engineering and technological innovation involves manufacturing level, raw materials, production equipment, etc.

It is reported that a number of latest technologies have been applied to Shiling leather products, such as fingerprint chip technology, nanotechnology, nano materials, titanium alloy materials, and leather antibacterial and mildew resistant technologies developed by local enterprises have also been patented and promoted.

In the field of design art, Shiling is developing the leather creative industry with the strength of universities such as Sichuan University, Shaanxi University of Science and Technology and Beijing leather industry school to upgrade the design level. The project jointly with Italy leather Arts Institute is also under negotiation.

They also co sponsored the "genuine leather logo Cup" leather goods (luggage category) design Grand Prix, which has been held for the seven time during the China leather leather Festival.

"Marketing wins the battle", marketing innovation is Cui Jianjun's most important link.

In this regard, apart from running the international leather and leather goods city and international leather goods section, Shiling has also gone ahead with the trend of information technology, and opened up online virtual trading platform to seek the combination of visible and invisible markets.

The China leather goods capital network, founded by Shiling Town Government, has become one of the most influential professional market portals in the industry.

In addition, the Shiling leather goods store project began last year and will be widely promoted in China this year.

Cui Jianjun said, entering the Shilin leather goods store brand requirements to meet three conditions: must be Shiling leather top ten enterprises; must pass the international authoritative inspection agency France CTC detection; must represent a certain level of design.

Based on the above three levels of innovative practice, Cui Jianjun has increased the spirit of Shilin to achieve the two venture, and is confident of the future of the leather goods capital.

Although "the development of Shiling is ten years later than other professional towns such as Humen, ancient towns and other Pearl River Delta regions", "turning point is more critical than starting point", Cui Jianjun said.

In the market, the government has led the government to boost the industry and review the role of the government in the development of Shiling leather goods industry. Cui Jianjun said that initially it was "promising industry and inaction government", and later it was "promising government and inaction industry". In the future, Shiling will pursue "promising government and promising industry".

He believes that industrial clusters are the basis for the production of specialized towns such as Shiling. "Industrial cluster is an objective law, and its formation has certain inevitability, but where it happens, there is contingency", which is closely related to the role of the local government and its leaders.

"Leather goods industry's contribution to local finance is not very large, but it is a" Pro citizen industry ".

Statistics show that Shiling leather industry has driven about 60 thousand farmers in their neighbouring areas to start their own businesses or obtain employment. The per capita net income of farmers has exceeded 7000 yuan per year.

Because of the enriching effect of leather goods industry, Shiling Town Government is willing to do well in guiding and serving, and has played a crucial role.

In 2000, at the first crossroads of the development of the industry, they pushed forward the construction of Shiling (leather) leather and leather leather industrial park, and served as the promoter of industrial integration. Then, from 2001, we organized the annual leather skin festival of China (Shiling) to build a platform for trade, technology cooperation and talent exchange for Shiling leather products to the world.

In 2005, when the leather industry went to the second pass of upgrading, the government took the lead in forming the SLPI Leather Industry Development Research Institute of Guangzhou.

The first industrial research institution established by industrial town in China aims to build a comprehensive service system for leather industry, covering many aspects, such as R & D, design and development, brand marketing, information exchange, talent introduction, SME Service, and so on.

Next, how can the government boost the new development of leather goods industry?

Cui Jianjun said that they will strive to achieve "three straps" and "three changes".

"Three stride"