Interpretation Of The Growth History Of The "Jinjiang Department" Sports Brand

At present, the whole city has 250 shoe manufacturing enterprises above Designated Size, of which nearly 30 are over 100 billion yuan, and the output value of footwear enterprises above Designated Size accounts for nearly 70% of the output value of the footwear industry in the whole city, and has cultivated a number of leading enterprises and famous brands such as Anta, Huanqiu, Philharmonic, Guo Hui, Sanxing, Jin lake, Buick, Heng Qiang, AI Qi, del Hui, noble bird and Dao Qi.

Quality is the winning rule of the footwear industry in Jinjiang.

The city has introduced more than 2000 automatic shoe making lines (sets), more than 200 EVA injection molding machines at one time, and 800 million yuan of technical pformation funds each year. The quality of footwear products has been developing at high levels from shoe design, shoe material selection, equipment renewal, process pformation, product development and so on. The shoe type fast imitation CAD/CAM system developed by Jinjiang footwear enterprises is at the international advanced level, the implementation of the key technology projects such as PU synthetic leather and PV two layer leather, and the application of nano and Lycra technology has accelerated the upgrading of shoe material technology.

The implementation of the brand strategy laid the foundation for the footwear industry to brand management in Jinjiang. At present, the footwear industry in the city has obtained 1 well-known trademarks, 3 famous brand products, 8 famous trademarks in Fujian and 8 famous brand products in Fujian.

In 2004,

Xu Yang, chief designer of Anta Sports Products Limited brand, told reporters that in the past 21 years, the cost of R & D design of Anta has increased by nearly 200 times from 2 million in 1991 to 4 hundred million per year now. "Through recent years of technology input, our products have already been able to meet the needs of the world's top athletes in the top sports events. Kevin Garnett was the spokesman of Nike first, and then passed ADI's shoes, and finally chose Anta!"

According to statistics, Jinjiang shoe enterprises have 19 Chinese well-known trademarks, 8 famous brand products and 36 national inspection free products, and the "national brand" brand accounts for more than half of the national sports shoes industry.

Anta, XTEP,

Almost all brands of sneakers in China come from Jinjiang.

These amazing figures show that after 30 years of development, the footwear industry cluster in Jinjiang has been formed, especially through the brand name craze, and the brand effect has effectively promoted the formation and improvement of the footwear industry cluster.

The footwear industry in Jinjiang has 15 listed companies. In 2011, 2 tax giants who paid more than 600 million yuan in taxes were sprung up in Anta and 361 degrees.

Li Hongjie, deputy director of the Fujian Provincial People's government and vice president of the Academy of Social Sciences, said: "from the successful experience of Anta and 361 degree, capital operation plays a very important role.

After raising funds through the capital market, enterprises can quickly expand and strengthen by expanding production or merging other enterprises.

In terms of market channel and supply chain control, the "Jinjiang Department" sports brand also has comparative advantages.

In 2011, Jinjiang has 3016 footwear manufacturers. The city has formed a coordinated production team of shoe machine, shoe material, leather, footwear chemical industry, shoes and finished products.

Among them, Chen Dai has only attracted more than 600 shoe and shoe machine enterprises at home and abroad, and the annual turnover exceeds 20 billion yuan.

For a long time, Jinjiang sporting goods enterprises have been used to closely integrate marketing and sports events.

For example, Anta sponsored the Chinese Basketball League CBA, XTEP sponsored the Xiamen International Marathon, PEAK sponsored the NBA and so on.

It is understood that at present, the footwear industry in Jinjiang controls over 2000 core technologies and 189 patents.

However, shoe companies are still not satisfied with this.

At this shoe fair, Jinjiang shoe enterprises have signed 5 new technology innovation projects, with a total investment of 2 billion 70 million yuan.

After more than 20 years of development, as the largest production base of tourist sports shoes and the important production base of world sports shoes, the development of footwear industry in Jinjiang has entered the stage of pformation and upgrading.

On the basis of grasping the pulse of the industry, the Chinese shoe market has built a professional, standardized and standardized shoe market. It not only lays the cornerstone of continuous operation for the majority of merchants, promotes the development of the footwear industry cluster, but also sets a good example for improving the service level of the whole industry.

Since 1999, the Jinjiang municipal government has taken the lead in coordinating with the relevant departments to hold the five Jinjiang International Footwear Industry Fair in Jinjiang SM square. The five exhibition has made great progress in terms of business efficiency, scale of exhibition, level of service and quality of service. The participants have been involved in hundreds of cities and more than 30 countries and regions in China. The total volume of pactions has reached 7 billion yuan, which has won high praise and praise from businessmen from all walks of life and all walks of life. It has become an important platform for Jinjiang footwear industry to communicate information, build regional brands and expand market areas.

Jinjiang, the hometown of Ancient Vietnamese culture, reproduced the grand sight of "the world's merchants in the sea" through the shoe making industry. Jinjiang was famous for its shoes and shoes were famous for Jinjiang.

We firmly believe that the footwear industry, which inherits the ancient times and opens up modern and integrated Chinese and Western civilization, can make new achievements in the course of future development, create new brilliance, and make new contributions to promote the rapid development of Jinjiang's economy on a higher platform.