Brand Innovation And Development Mechanism Of Shoe Industry In Bishan

"5 years ago, our county footwear industry is still at a relatively low level, not only without a well-known brand, but even lack of basic trademark awareness." A person in charge of shoemaking enterprises in Bishan County of Chongqing city said recently in an interview with reporters. But now the footwear industry in Bishan has changed significantly, not only the size of 60 million pairs of leather shoes and the annual output value of more than 4 billion yuan, but also exported to Central Asia, South Asia and Europe. More importantly, most shoemaking enterprises have their own registered trademarks, such as rice chess, nice snow leopard and other enterprises are among the top brands in China, national inspection free and Chongqing famous brands. The initiative that led to this change lies in the quality of the county's activities in recent years. It is reported that the history of shoemaking in Bishan county has lasted for 80 years. But before 2003, the production and operation of leather shoes in the county only stayed in the primary stage, and the family workshop production dominated the mainstream. Almost all the production was low-grade leather shoes. Since 2003, under the guidance and assistance of Chongqing quality and Technical Supervision Bureau, Bishan county quality and Technical Supervision Bureau has carried out quality activities in Xing County, and the production of leather shoes in this county has begun to brimming with the mark of quality creating brand. In the same year, with the support of the Bishan county Party committee and the county government, AOKANG leather shoes group came here. "We are attracted by the enthusiasm of Bishan's quality county and brand establishment, so we decided to set up factories here. We hope to build up the West and East Asia through the establishment of the West shoe capital." A deputy general manager of AOKANG group said so. In February 26, 2006, Bishan county was officially awarded the title of China's western footwear capital by the China Light Industry Federation. Bishan manufacturing began to move towards the whole country. In the past, most enterprises did not attach much importance to quality construction, and faced with the cruel reality of bankruptcy and bankruptcy after they hit the wall. Xu Lunhai, director of quality and Technical Supervision Bureau of Bishan County, said: "then we paid close attention to quality supervision and anti-counterfeiting, and began to rectify and standardize the market economic order." By implementing measures such as strengthening quality publicity and vigorously helping enterprises, the attitude towards quality of enterprises has changed from indifference to attention. With the assurance of quality, how to build a brand becomes the key to take-off. This has also attracted the attention of the local government. They started with increasing publicity on brand building, encouraged and rewarded enterprises to create brands, and then established the linkage mechanism of enterprises, governments and associations. It is understood that the Bishan county Party committee and county government's reward standard for famous brand enterprises has reached 1 million yuan this year, and government incentives, departments help and enterprises take the initiative as an important measure to create famous brands in the future. At the same time, a professional website has been set up to realize the information service chain of online customization, online distribution and online transaction. Yuhua shoe industry is the first enterprise to create brand in Bishan footwear industry. Yu Xiaohua, the general manager of the company, is well versed in the enormous benefits brought by the brand. Reporters learned that in the county many shoe factories, he took the lead in applying for registration of the "Mi chess" trademark, and under the coordination of relevant departments in Bishan County, the new factory building to expand the scale. It is understood that in Bishan County, there are hundreds of shoe bosses like Yu Xiaohua. Under the advocacy of the quality and technical supervision department, the quality of the county and the development of famous brand, at present, more than 30 shoe enterprises in Bishan have been stationed in the industrial park. By the end of 2006, 480 shoes had registered trademarks in the county, and 1 national inspection free products and 6 Chongqing famous brands have emerged. At present, the leather shoes industry has become the leading industry of Bishan county's economic development. Moreover, the footwear industry in Bishan county has basically formed a relatively perfect industrial chain on the road of emphasizing quality and creating brand. However, the construction of footwear capital in Western China is far from stopping, cultivating brand name brand products, supporting and helping enterprises to create famous brand products and well-known products. "Only with greater efforts to develop and support, more enterprises can be bigger and stronger, can we achieve the leapfrogging of Bishan manufacturing to Bishan". Zhang Zongqing, director of Chongqing quality and Technical Supervision Bureau, said.