Production Base Of Listed Footwear Companies: Jinjiang

Jordan, Anta, XTEP...

A county-level city has 12 listed shoe companies.

In fact, apart from Lining, almost all the domestic sports brands named by consumers in China come from Jinjiang, Quanzhou, Fujian. These sports shoes dealers who rely on Shanzhai to sell their homes and hold high the countryside to encircle the city are called the title of "Jinjiang Department".

The listing of Jordan sports is only "

Listing Army

There are 12 listed footwear companies in Jinjiang.

"In the two or three tier market, the threat posed by Jinjiang department to Nike and Adidas is obvious."

The rise of the "Jinjiang Department" is closely related to Nike.

In the late 70s of last century, Nike set up a shoe factory for processing in Jinjiang, Chen Dai town.

"Many of the shoe factory owners now work in Nike factories."

Liu Shutong, who has been in the industry for ten years, told reporters that when Nike moved the factory out of Chen Dai Town, a group of shoemaking technical workers left behind, and then shoes enterprises springing up everywhere in Jinjiang.

At first, these shoe factories unified the route of OEM, that is, foundry production, which has become the only way for many famous brands to achieve primitive accumulation. "At that time, processing a pair of shoes for foreign countries could earn 10 yuan to 15 yuan."

The turning point occurred in the mid 90s of last century, and a large number of OEM enterprises successfully pformed from OEM to independent brand enterprises.

Anta, which originally founded its own brand, is now Lining's biggest competitor in the country.

Nowadays, listing is also a swarm of bees.

At present, there are 12 shoes in 32 listed companies in Jinjiang, including familiar Anta, XTEP, PEAK and so on. The large amount of funds raised by the listing has provided strong support for these enterprises' capital strength, so as to maintain these brands' huge investment in terminal channel expansion, advertising investment and event support, and also give the local sports brands the strength to compete with international brands.

In recent years, in the two or three line market, the threat posed by the "Jinjiang Department" to the first army led by Nike and Adidas is obvious.

Lining, once a "native brother", though he still has the advantage of turnover, has been overtaken by Anta on net profit.

Licensing movement

Rely on "sports stars + advertising bombing"

The "Jinjiang Department" campaign brand was originally built by imitation. Nike's once proud air cushion shoes soon became a strong push for the "Jinjiang Department" sports brand.

In Jinjiang, the "Ke" generation is very few. The predecessor of the 361 degree is Buick (Fujian) Shoes Co., Ltd., and PEAK, Meck and Hongxing Erke.

With the way of "sports stars + advertising bombing", the "Jinjiang Department" has launched a vigorous "brand building" campaign since 2000. It has hired celebrities to endorse, sponsor major sporting events and smash heavy gold to advertise on CCTV, so CCTV-5 has been dubbed "Jinjiang channel".

According to the official data provided by Jinjiang, since 2004, Jinjiang shoe enterprises have invested more than 6 billion 500 million yuan in CCTV and local satellite TV only.

Nowadays, the advertising bombing of the "Jinjiang Department" still exists, but the differentiation has begun to emerge. Some brand advertisements begin to emphasize the core value and spiritual appeal of the brand, while the blind pursuit of international brands on the product has become a fanatical pursuit of R & D, and the large-scale increase of R & D expenses has become a major event for every Jinjiang sports brand enterprise after listing and financing.

Move away from Jinjiang

Base camp to Xiamen

Despite the advantages of industrial clusters, Jinjiang has not been able to satisfy the ambition of these sports brand enterprises, and migration is inevitable.

More listed shoes and clothing enterprises have moved their headquarters from Jinjiang to Xiamen, a scenic and more cosmopolitan city. Liu Shutong told the Beijing Morning Post reporter: "in recent years, Anta, XTEP, 361 degrees, PEAK and other brands have moved their respective strongholds to Xiamen."

At the same time, the production line was moved to the Midwest cities with lower labor costs. Under the pressure of the tide of the times, the "Jinjiang Department" gradually moved away from its base camp.