Behind The Bustle, Signing Zhang Jie From Happy Wolf, "Shoes Are Lost."

Ding Pengpeng, President of sporting wolf Co., Ltd., in 1997, began to enter the international market and set up four branches in the United States. At present, the overseas market has absorbed half the output of the wolf.

In the past 30 years, Chen Tai Tai, a shoe maker, has achieved a Chinese style manufacturing legend.

Chen Dai Town, Jinjiang, Fujian.

Under the ancient Wu Bridge, the Wuhe River, which flows through countless legends, has dried up.

On both sides of Wu Bridge, there are many shoe materials shops on the other side, and three or four staggered shoe factories on the other side.

In the small building, workers are busy on the production line, day after day, this is the most common sight of Chen Dai Town, Jinjiang shoes, Fujian.

On the road that is not spacious on the bridge, all kinds of people in this town are jostling with each other. Expensive BMW Benz Land Rover, huge container truck and all kinds of "moo" continue to flow.

On the land of about 38.8 square kilometers, Chen has accommodated more than 3000 shoe enterprises and supporting enterprises. The town produced 650 million pairs of shoes for the world last year, and was born as Anta, 361, happy wolf, Philharmonic, del Hui, Heng Qiang Mei Ke, Jordan, Jin Lei Ke and other footwear brands, known as "China Shoes Capital".

The rise of the footwear industry in Cheddar originated from the late 70s of last century.

In March 1979, Lin TSU Yu invited 14 friends and relatives in Hongkong and Philippines, who invested 2000 yuan in each person, and started the "Yang Dai clothing and shoes factory".

In the age when the product was very scarce, they quickly gained high profits. Many people began to follow suit.

In Chen Dai, there is still a saying that in the early 80s, a foundry factory of Nike was born here. Because of the imitated crowd, Nike finally left Chen Dai, and those production lines and workers became the valuable gene of sports shoes here.

Ding Ding River, President of Fujian's Jinjiang footwear and clothing company, started his business at that time. It was 1981, and he was 19 years old.

He had been farming in the village, and he was "very poor."

Later, the village brigade organized a shoe factory to produce slippers, and the business was doing well. Many people began copying the shoes of the shoe factory.

Ding Xinghe, a flexible brain, joined the entrepreneurial force and became the leader of the time. He had forty or fifty employees. He made slippers in spring and made sports shoes in autumn. He could produce more than 200 pairs of shoes every day and shoes were mainly exported to the mainland.

In the late 80s, when 10000 yuan households were scarce, Ding earned 100 thousand yuan a year.

When Chen began to run shoe factories, Chen had already had fifty or sixty such enterprises.

"The first group to make shoes is friends and relatives," Ding Xinghe said. "But they are much bigger now than I am."

He refers to some of the most famous figures in China's footwear industry -- President of Anta, Ding Zhizhong, President of XTEP, Ding Shuibo, CBA operator Lei speed sports, Ding Guo Si, and Ding Mingliang, President of XTEP.

These tycoons are all Hui ethnic groups, all of which are from the earliest villages that are engaged in shoe making.

In the late 80s and early 90s, Chen Dai shoes enterprises, which had accumulated ten years, began the first round of expansion. The industrial production gradually replaced the family workshop, and the old houses were pformed into three floors and four floors of factories to accommodate hundreds of workers.

More people came from inland provinces and began working in shoe factories.

When they arrived, they were like these shoemaker owners. Relatives call relatives, friends call friends.

When the village town became a gathering place for shoes companies, Chen Dai's reputation in the world is getting louder and louder. Many international buyers are coming to Chen Dai with a well designed "shoe pattern" to find suitable foundry factories.

A large number of international orders have pushed Chen Dai's shoe companies to an unprecedented brilliant path.

In 1984, Chen's industrial output value exceeded 100 million yuan for the first time, and exceeded 10 billion for the first time in 2003.

Last year, this figure increased to 18 billion 560 million yuan, which has increased 185 times in a short span of 20 years.

This year, by nameless places, it soon became the first town in the hundred towns of Fujian province.

For a time, in the streets of Chen Dai, there are all kinds of people: all the buyers from all kinds of languages, from all over the world, from Fujian, Sichuan, Anhui and Jiangxi, to some of the salesmen in the consumer market, including those who sell BMW and Benz.

Today, the town with a population of only 70 thousand people has accommodated more than 300 thousand of the floating population. This shoe has interwoven many people's dreams.

Since 90s of last century, a number of Chen Daixie enterprises with excellent manufacturing technology and huge profits have begun to outline their brand dreams.

Ding Pengpeng, President of the sporting goods Co., Ltd. is one of them.

In 1993, at the age of 18, he started his business with 40 thousand yuan from his father.

At that time, Chen Tai already had a complete set of supporting enterprises.

Standing on the shoulders of the first generation, Ding's entrepreneurial experience is much easier than that of a generation ten years ago, but Ding Xianran did not want to follow the old road.

Shortly after the establishment of the factory, he completed all the procedures required by the company and registered the brand of the wolf, which has been used so far.

Because of the close attention to the global market dynamics and the recruitment of well-known consulting companies, the development of the wolves has been in full swing.

The first three years have created three times the annual growth rate, and quickly have a stable customer base.

In 1997, the wolf began to enter the international market and set up four branches in the United States. At present, the overseas market has absorbed half the output of the wolf.

Anta is a leader in the road of Chen Dai footwear.

In 1999, Anta shoes invites table tennis champion Kong Linghui as spokesperson for 1 million 600 thousand yuan. "I choose, I like" quickly let Anta fire up.

From 2000 to 2004, for 4 years in a row, the market share of Anta sports shoes ranked first in the country.

Another shoe maker Heng Heng Mei Ke has hired celebrities such as dawn, Stefanie Sun and Show Luo to promote his brand in the world.

The brand strategy has made the manufacturing town into fashion elements, and almost every ten meters on the street will set up corporate billboards. Almost all the Asian first stars are on it.

These spokesmen made Chen Dai's shoes produced by nameless factories eventually become household names.

Anta, 361, del Hui, XTEP and other brands were born in Chen Tai.

Nowadays, Jinjiang has 6 famous brand names and 30 famous trademarks in China.

In July 10, 2007, Anta sports (2020.HK) was listed on the Hongkong stock exchange, and Anta's success IPO excited many of the following brands. At present, the listing plan of del Hui, XTEP, 361 and so on has been planned, and the next round of take-off with the help of capital market has become the common goal of Chen Tai shoe enterprises.

Ding Pengpeng said excitedly that he hoped the wolf would be able to go public before 2010, because "the market brings not only capital but also more advanced business philosophy".

Behind the bustling business, Chen Tai is facing the embarrassment of not keeping the brand business.

Because there are too many shoe factories and limited areas, there is no way for enterprises to get more land construction plants.

Some brand enterprises have gradually moved their factories to nearby areas.

Now, the village is a bit like a nursery, and when the enterprise is big, it goes away.

No way, our policy environment is no bigger than others.

I want to stay in business, but I have no policy.

We have no preferential policies for land tax rates.

Although the village has done a lot of work, but even now Jordan even moved the enterprise headquarters to Xiamen. Ding Siyong, the Secretary of the village committee of Chen Dai village, was very sad.

In addition to limited land use, enterprises are driven away by pollution.

Years of shoe production has caused serious pollution to local drinking water. Almost all the drinking water in the town is not up to standard, and some places do not even have tap water.

The former Wuhe river has already become a "dirty river". Although the government has begun to control and clean up the water, the smell of the river can still be seen in the autumn.

"In the past few years, water can still be used, and the quality of water now can hardly meet the needs of production."

A local resident said so.

Besides the polluted natural environment, Chen Tai's business environment is deteriorating.

In recent years, due to the saturation of the domestic sports shoes market, the increase in the output of every big enterprise means the death of several small businesses. Compared with the huge number of enterprises in the heyday, Chen Tai's shoe enterprises have been reduced by half.

More and more fierce competition makes Chen Dai's labor force increasingly scarce, and the cost of labor is rising steadily.

A shoe business owner complained that the cost of each worker has risen from around 10 thousand yuan in 2000 to more than 20 thousand yuan a year, and in addition to the continued appreciation of the renminbi, Chen Tai's shoe enterprises' competitiveness in the world has been much worse than before.

Ding Xinghe was faced with such embarrassment: "profits have been decreasing, orders are much harder than ever."

My company has a 5 or 6 hundred million annual output value, but after all kinds of expenses, there is no money left. "

Under the severe market situation, the disadvantages of the development are magnified.

As SMEs have been unable to find the right financing channels, the Chai Tai enterprises, which started in the family workshop, have been in the tradition of triangle debts.

"I've been lucky to be able to do this in recent years. I've never been cheated.

Once there is a single cheated, no one wants to produce shoes, the enterprise will be severely hit, and it may not be able to go on, "Ding Xinghe said." over the years, many enterprises have been falling down like this. They owe too much money and will not come back to the outside.

Owing to the increasing financial pressure, some enterprises eager to raise money began to seek help from usury. In fact, because of the large amount of wealth owned by the private sector, usury is a common way for local people to raise money.

In order to save the factory, the usury of enterprises is often up to several millions or tens of millions. Under the pressure of market difficulties and high interest rates, some business owners are unable to pay their debts, so they have chosen the way of "whole family evaporation".

The boss often disappeared, and those workers who often suffered such bad luck and couldn't get enough money had to find another way out.

Wang Shunda came to Chen Dai 6 years ago from Anhui Fuyang. Although he worked in the shoe factory for many years, he finally chose the "black Mo" business.

Although he is making a living here, Wang Shunda doesn't like this place at all.

"The pollution is too serious, the environment is not good, and there are often robberies. Taxis are reluctant to come here at night."

At the same time, when the big enterprises moved out of Chen Dai, most of the owners of small shoe companies used a "stiff" word to describe their own situation. Although they could not earn money, they could not stop because they had to pay 2 yuan and stop paying 5 yuan.

Ding Pengpeng said frankly that the days were very hard. The development of wolves had been adjusted because of these problems. Their spokesmen have been finalized from the original kings of the heavenly kings to today's happy male Zhang Jie.

In recent years, Ding Pengpeng has put some of his money and energy into investment. "Now, putting money on shoes will not have a good return. It is better to invest elsewhere, make some quick money first, and so on when the market is ready, then put money in the most needed place."

2007 is a gateway for most Chen Dai footwear enterprises. Some of the shoe makers who interviewed said that even if these well-known brands were included, Chen made no more than 5% of the money making enterprises, and there would be a large number of enterprises going bankrupt in the coming period.

By the end of November 2007, a group of Chai Tai shoe companies had just gone to Russia under the leadership of the local government and chamber of Commerce, and they hoped to find new buyers and new orders there.

Ding Xinghe's son has just graduated from university this year. He chose to work in a company in Hongkong instead of his son.

Ding Xinghe said half jokingly, "starving to death can't let him make shoes."

In fact, the large enterprises that have moved out have not gone far. In order to enjoy the complete supporting industries of Chen Tai, most of them moved to the towns near Chen Dai, and the legend of Chen Tai (maybe there is still a lost way)?

So it began to replicate to surrounding rural towns.

TIPS &n