South China Sea Shoe Enterprises Registered Collective Trademark Is Conducive To Promoting And Evading Malicious Competition.

Foshan Nanhai Ping Zhou has a strong footwear production and manufacturing industrial cluster. Many famous brand shoes such as Goldlion, Montagut, crocodile and Playboy have many foundry production bases in Ping Zhou, South China Sea.

The South China Sea now owns

Related enterprises more than 1000, the total scale accounts for about 1/10 of shoes enterprises in Guangdong province. These shoe factories mainly produce high and middle class men's shoes, which are exported to Europe and the United States.

In the 70s and 80s of last century, Taiwan businessmen shifted their shoes processing to Ping Zhou, and many locals opened more shoe factories.

The footwear industry in the South China Sea has developed rapidly.

By 1986 and 1987, Ping Zhou already had more than 600 large and small shoe enterprises.

The development of shoemaking industry has also attracted 200 manufacturers of shoe factories, shoe factories and other supporting manufacturers.

Before and after 2005, due to the influence of cost increase and other factors, most Taiwanese funded shoe enterprises who entered Ping Zhou in early days shifted their factories to mainland China and Vietnam, Kampuchea, Africa, India, Southeast Asia and other countries and regions.

At the same time, businessmen who originally traded in Ping Zhou turned their attention to manufacturing, and many people joined the shoe industry.

Now, there are more than 600 shoe related enterprises in Ping Zhou. Among them, there are more than 400 shoe making enterprises, and more than 200 shoe and shoe enterprises.

The development of the shoe industry in Lishui is relatively fast and has become another new force in the shoe industry of the South China Sea.

Some people in the industry pointed out that

Although a large number, but small scale, limited funds, if it is just self development, it is difficult to be bigger and stronger, to create a brand.

The financial crisis in 2008 aroused the awareness of South China Sea shoe enterprises.

At the end of November 2010, the collective trademark of Nanhai Ping Zhou shoes was registered successfully by the Trademark Bureau of the State Administration for Industry and commerce. It became the third collective trademark registered successfully after the South China sea Jinsha hardware and "Ping Zhou Jade Ware" collective trademark.

"By increasing the building of regional brands, we are going to promote the" South China Sea shoes "at home and abroad.

Zhou Minghai, President of the footwear industry association of Nanhai District, said that in the absence of space for the development of traditional shoemaking, the footwear industry in the South China Sea has developed to fine quality and high-end. On the other hand, it has derived from the upper and lower reaches of the industrial chain and has formed a fairly perfect industrial cluster.

Local private enterprises continue to upgrade and acquire new living space by increasing investment in technology, innovating product styles and improving management level.

"Making a shoe, all the machines and spare parts can be easily found in the South China Sea.

In the next stage, the South China Sea footwear industry will consider making good use of collective trademarks and planning to open special or special counters in the major cities of the South China Sea to further enhance the influence of the regional brand of the South China Sea footwear industry.

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Collective trademarks avoid vicious competition

"The footwear industry in Dongguan is similar to the footwear industry in the South China Sea. However, Dongguan is dominated by women's shoes, while the South China Sea is dominated by men's shoes.

But whether Dongguan or the South China Sea, many years of development is mainly for overseas brands to do foundry, and its own brand is a pity.

Zhou Minghai, President of the footwear industry association of Nanhai District, said that the footwear industry in the South China Sea benefited from the favorable export situation after China's accession to the WTO, but missed the opportunity to build its own brand.

However, over the years, the advantages of the industrial chain have been formed, that is, the development of shoes, shoes, leather, hardware and other related industries.

"To make a shoe, all the machines and spare parts can be easily found in the South China Sea."

Zhou Minghai said frankly, shoe industry in South China Sea

Is based on the establishment of independent brand considerations.

"By increasing the building of regional brands, we are going to promote the" South China Sea shoes "at home and abroad.

As for the impact of collective trademarks on the collective competitiveness of the South China Sea footwear industry, Su Jian, general manager of Guangdong Rui Zhou Technology Co., Ltd., Guangzhou, said: "there is no immediate effect yet, but I believe that the future will definitely be beneficial."

"Before we did not know what our competitors were doing, our opponents did not know what we were doing. When we made similar products, it would be difficult for some enterprises to develop.

When competitors compete in price war, I may also think of lowering prices to fight the market.

Now, we are thinking more about how to make products well.

Su Jian believes that when competition is mentioned, price war is a common problem in domestic competition.

The benefits of collective trademarks are to some extent circumvent the internal.

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"Hello, everyone is really good!" He Weixin, general manager of Yongzhou Yongzheng shoe making machinery and equipment factory in Nanhai District, Foshan, told reporters that after the application of collective trademark, there still exists competition among enterprises, but more is fair competition.

"Before the industry is often copied by the style, now more consideration is to use the brain to COPY.

With the increase of collective activities, sometimes bosses will visit BELLE and other brands, and some will even choose the same version.

But how to develop them after buying them depends on their own efforts.

Competition between enterprises is not unusual, business is endless, fish is not fat.

There will be a bit of migration for workers, and it is impossible to stop them.

Another advantage brought by collective trademarks is the promotion of internal members.

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"We didn't have much interaction in the past," says Su Jian.

For example, President Zhou Minghai has his equipment, we have our equipment, but some of our customers need his equipment, and some of his customers need our equipment.

Before you can't share it, now you give me, I give you, trust each other, exchange information, make full use of customer resources. "

South China Sea shoe enterprises exhibition

In the South China Sea, most of the finished products are high-end products, the 80% is exports, and Europe has always been the main export market for the footwear industry in the South China Sea.

Now, under the influence of the European debt crisis, the shoe companies in the South China Sea are facing greater pressure.

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"

After that, the statement of "tug of war" was put on the agenda, but there were not many enterprises that actually implemented it.

The more crisis is, the more we need to embrace development.

The era of corporate independence is over.

At present, we must help every enterprise to improve themselves through the strength of the whole industry. "

Nanhai footwear industry association secretary general Lin Jianyi said.

Recently, more than 20 enterprises in the South China Sea have held together to launch the twenty-second Guangzhou international footwear, leather and industrial equipment exhibition, which is called "Asia first footwear exhibition", which has unified layout and unified logo. Some enterprises have displayed the words "South China Pavilion" and "Nanhai Ping Zhou shoe industry" collective trademark in the prominent positions.

"This is the fifth time in the collective name of the South China Sea shoe industry, and the effect is obvious.

According to Lin Jianyi, the booth can be paid ten percent off by the association.

According to the "Nanhai District manufacturing industry support measures", the association will also apply to the relevant agencies of the South China Sea for the cost of exhibitors, and the booth fee can be further subsidized by half.

Some enterprises take ten booths at a time and save at least more than 70000 yuan for exhibitors at a time.

"Buyers will also increase their trust in our business after seeing this exhibition."

Wang Jianzhong, general manager of Foshan Nanhai Long Qi Seiko Machinery and equipment factory, who has participated in the exhibition for many times, said that under this trust, the number of orders has also increased significantly.

"With collective marks, we can hold together, and we become a whole and become a government supporting and supporting industry to do the market and make products.

It used to be a private enterprise, but now it is still private, but the nature of private enterprise has changed a little. At least we know that the government is concerned about our industry. "

Su Jian said.

However, He Weixin is worried that some unregulated small workshops may bring unfair competition to the whole industry.

"When there are no standards, small workshops can also earn money. Once they are normalized according to the standards, they will not make money.

In the past, they might have chosen a house at random, so they could go in and start work.

Now, with the addition of all kinds of costs, such as manpower, regular workshop, fire protection and social security, they are not willing to be formal and unwilling to join the collective.

Some time ago, the association had jointly proposed to clean up a small workshop without licence. The government is already in action.

But it is estimated that the disease can only be temporarily controlled and can not be completely changed.

The overall advantage of the region is still not obvious.

He Weixin said, collective brand is beneficial.

To attract guests to the South China Sea.

But the advantages of the South China Sea are not too obvious at present.

Since 1995, Ping Zhou has sprung up some small businesses that make shoes, but most of them stay in the small workshop with simple processing and OEM OEM, and the products mainly flow to the low end market.

"We used to do low-end, but now we think about it, that road really can not go."

Lun Yongqian, general manager of South shoe materials Co., Ltd.

In 2003, the footwear industry in Guangdong province began to carry out industrial upgrading. Lun Yong Qian aimed at the favorable location of Ping Zhou, adjacent to Guangzhou and Hongkong. The fashion information of women's shoes was accepted and digested quickly, thus starting the road of cooperation with many leading shoe enterprises in China.

At present, BELLE, Lies Dan, and other more than 10 well-known domestic companies.

One of the main suppliers of high heels.

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"Under the influence of macro-economy, China's footwear industry is ushering in the reshuffle year.

The shoe industry is a labor-intensive industry. With the improvement of environmental protection standards, labor costs, raw materials and inventory pressure, the survival space of small shoemaking enterprises is getting smaller and smaller.

At present, 80% of the shoe products in the south are exported to China, and 20% products are exported.

Wu Hang, Secretary General of Guangdong Footwear Manufacturers Association, believes that the short board of the shoe industry in the South China Sea is strong in export, but not strong in domestic sales, low in added value and few in brands.

This is also the direction of shoe industry in South China Sea.

"In contrast to Dongguan, both are facing problems encountered by traditional manufacturing industries, such as raw materials, labor, human resources, and inadequate innovation.

Dongguan is the earliest footwear industry cluster.

After the Taiwanese funded enterprises came in, many famous brands in the world were placed in Dongguan. Dongguan is the strongest foundry in the world.

Southeast Asia and many other countries have their own R & D centers there.

Therefore, the R & D capability of Dongguan is relatively strong, and the styles and categories of production shoes are relatively high, and the grades are relatively high.

Nanhai Ping Zhou also developed earlier, leading to men's leather shoes and higher grades, but the current format is basically exported. "

He Weixin said that the current competitors are mainly Italy enterprises and Taiwan funded enterprises in China.

"We are positioned on leather shoes, so we have to cooperate with Italy in competition.

Taiwan is a lot of sports shoes.

Italy and Taiwan funded enterprises have factories in Guangdong, but we make shoes machines much earlier than them.

Opponents in the domestic market include shoes in Wenzhou and Guangzhou.

He Weixin's enterprises are currently cooperating with the foundry manufacturers.

"Brand owners do not have much production (base) themselves.

For example, there are only four production lines on Saturday.

I have more than four production lines for any one customer. "

He Weixin, who grasps the core technology, subcontracted other non core operation processes to enhance flexibility and competitiveness.

However, He Weixin said frankly, if the price war is fought, there is no advantage for the South China Sea shoe enterprises.

"Because our ideas are different.

Our idea is a reasonable profit.

If we fight a price war, we will never beat our opponent.

What we can choose is to increase prices and make products better.

For example, create your own brand, put more ideas and technology into products.

Compared with the output mode of Wenzhou based on low and medium end products, the footwear industry in the South China Sea has begun to move towards high-end, but the size of the shoe enterprises is still high.

Generally less than Wenzhou is a realistic problem.

According to Wu, these industrial clusters, at least in Guangdong, are basically looking for their own development models according to different categories.

"There are different kinds of products, so there is no fierce competition yet."