Jiangdu Shoe Enterprises Seek New Path For Brand Breakout

"Whether there are more scale enterprises or independent brands is the decision. Footwear industry in Jiangdu Two key elements of the chain's future destiny. Wang Kailin said. Jiangdu, known as the "shoes capital of eastern China", has a long history of traditional footwear industry. According to statistics, there are more than 3600 shoemaking and supporting enterprises in the area, employing more than 35000 employees, producing 7000 pairs of leather shoes each year. Although the numbers are pretty good, Wang Kailin said frankly, these thousands of homes. Shoe enterprises Many of them are hand crafted factories, and more than a dozen or twenty people will be able to prop up the company. "The larger scale is also basically labeled with shoes of enterprises in Shanghai, Zhejiang and Fujian." Wang Kailin told reporters that when the "men and women went into battle together, every household busy shoe making" flourishing scene, with the intensification of competition, it gradually evolved into "fighting inside the street" - the foreign enterprises came to the generation processing, directly said, "who will quote the lowest price to whom", and the profit of the small enterprises that followed orders is also getting smaller and smaller.

"The list is getting harder to pick up." Yangzhou Thousand Nie yuan shoe industry Liu Fangshan, general manager of the company, is very dignified. In 1-3, the sales of leather shoes decreased by 30% compared with the same period last year, and the income dropped significantly. The company only had more than 30 workers. Liu Fangshan said, on the one hand, because the enterprise is small, the ability to resist risks is poor; on the other hand, the seemingly far away European debt crisis has also affected thousands of nikkas.

In sharp contrast to the difficult situation of small and micro shoes, some large shoe enterprises rely on "OEM" and "create brand" to walk on two legs to achieve breakout. Yangzhou Jin proud shoe industry Co., Ltd. was originally an enterprise for processing leather shoes for OEM in Wenzhou. In recent years, the company has increased its own brand "Kai Shen" in the domestic and foreign market promotion, won the title of China's well-known trademark, and walked out of a brand development road. Since the beginning of this year, the famous brand shoe companies such as "spider king" and "Yi Kang" have taken the initiative to cooperate with the company. Even Wenzhou shoemakers have begun to make the OEM processing for gold. Chen Jingsheng, chairman of the board, told reporters that last year, a cooperative online store took 800 gold shoes and sold it in the morning, which touched him very much. So he specially recruited several college students this year to open a shop in Taobao and Alibaba to specialize in the brand of "Kai son".

"Wenzhou people burned off all low-grade leather shoes in a big fire, and gave birth to many famous brands all over the country. Zhu Xianggui returned from Jiangdu to Yancheng's Jianhu home to create a famous brand" Shen Da ". Jiangdu shoes also had no way to create a brand. Chen Lianghai, chairman of Yangzhou rathan Shoes Co., Ltd., recalls the ups and downs in the industry for twenty years, and came to this conclusion. According to this train of thought, Chen Lianghai gradually built the "get the labor" into the famous brand product of Jiangsu province and the famous trademark of the province. The profit of the single product far exceeded the OEM for others. At the moment, others have OEM for their company, which accounts for about 30% of the total shoe-making volume of the whole company. Chen Lianghai's new goal is to build 3000 brand stores in the country.

"Brand is productivity!" the awakening of brand awareness in Jiangdu shoe enterprises is also evident from the statistics of the business sector. According to Tan Jiashan, director general of the Jiangdu industrial and commercial bureau, there are 186 enterprises registered in Jiangdu footwear industry. More than 260 trademarks have been registered, among which 2 are well-known trademarks, 2 are famous trademarks, and 7 are famous trademarks. But Wang Kailin believes that from the perspective of industrial transformation and upgrading, this is far from enough. "To boost the breakthroughs of small and medium-sized enterprises, we must have 50-60 large scale brand enterprises with annual output of 2 million to 3 million pairs, and now there are no more than 6."

In Wang Kailin's view, as a traditional pillar industry in Jiangdu, the footwear industry needs to be transformed as a whole. The licensing of large shoe companies is also related to the fate of hundreds of thousands of small shoe companies such as niennie. Under the pressure of increasingly fierce market competition and industrial upgrading, many small and micro shoe enterprises in Jiangdu have to face two choices, or fail to turn them off, or become the production workshop of large enterprises. In fact, the footwear industry in Jiangdu has begun to integrate under this brand guidance. Moreover, the integration has shifted from the brand enterprise to the merger of small enterprises, for example, the most basic rule of the two parties is to take the orders and shoe types of big factories, so that small businesses can no longer be independent marketing.

The Jiangdu district government is also looking for a way to "break through the brand" of the local footwear industry. According to Wang Kailin, in addition to the relevant preferential policies to support the development of footwear industry in recent years, the district government has also embarked on a new shoe industry park which integrates production, research and development, sales, accommodation and accommodation, and supports from land, hydropower, taxation, financing and technological innovation. "Large enterprises come first, and then let small businesses with interest gather around, which is very beneficial to the integration of industrial chain and integration among enterprises." Wang Kailin told reporters that at the beginning of the year, Jiangdu passed the evaluation of the national high quality leather shoes production demonstration zone, and it was the general trend to rely on the brand to take the road of integration.