The Rise And Fall Of Wenzhou Footwear Industry From The Perspective Of "A Family In Wenzhou"

The Wenzhou family mentioned

"Incident", that is, in August 8, 1987, in Hangzhou's Wulin gate square, the angry Hangzhou people ignited more than 5000 pairs of counterfeit and inferior shoes in Wenzhou.

This experience has made many entrepreneurs who go through that era sigh.

Wang Zong, a shoe maker in Zhejiang, said, "when I look at the" Wenzhou family ", I see a lot of my own shadow from the hero Zhou Wanshun. I have experienced all the experiences he has encountered on the way of making shoes and selling shoes.

"1987 is the fire of shame, then 1999 is the fire of shame."

Wang was born poor. He worked as a carpenter for 3 years and ran 5 years' marketing. He went to the field to sell shoes like Zhou Wanshun and talked about cooperation in Shanghai.

In the past few years, the group had interviewed Wang Zhong during the creation period. When he saw the TV play, he once thought that his experience was moved onto the screen, but it can be seen that Zhou Wanshun is every one.

The epitome of hard struggle.

The 23 year old Wang was selling leather shoes in Wuhan at that time when "Wulin men burned Wenzhou shoes".

Because of this incident, all his leather shoes were confiscated by the local industry and Commerce Department, which cost nearly 200 thousand yuan.

The fire of shame has made a mark on Wenzhou's commodities.

But Wang is determined to start his own business, "only by creating his own brand in Wenzhou can we control our own destiny".

In 1988, Wang started buying equipment for 30 thousand yuan and bought experienced shoemaker and set up a shoe factory.

The top quality shoes are made, but no one is interested.

So Wang himself stood at the counter, listened to the customers' opinions, and returned the information back to the factory in time, and even made a pair of exquisite workmanship even in front of the customers.

Scissors were used to prove that the shoes were genuine leather rather than counterfeit products.

It is the rise of the sense of quality of Wenzhou people that makes Wenzhou shoes gradually go out of the trough and become famous. It is followed by the fact that counterfeit Wenzhou shoes are beginning to appear in different parts of the country.

In December 15, 1999, it is still the Hangzhou Wulin gate square. Under the banner of "beating fake and protecting famous brand", Wang Zhentao and the leaders of the Zhejiang Leather Association and the leaders of some provinces and cities jointly ignited the more than 2000 pairs of counterfeit AOKANG shoes collected from the whole country to ashes.

If 1987 is the fire of shame, then 1999 is the fire.

"

Wang said, as long as people who have experienced shoe burning incidents, they will always remember the pain at that time.

Therefore, he has always told himself that business and business must be carried out in good faith and that gold cups and silver cups are not as good as the public's reputation.

"The protagonist went to France, and I went to Italy for leather shoes."

"In the early 80s of last century

To participate in the market competition at low prices, because the quality is not good enough to damage the interests of consumers, triggering the "shoe burning incident" in Hangzhou.

At that time, our company's product quality was qualified, but it was also implicated. "

Zheng Xiukang, chairman of Wenzhou shoe leather association and chairman of Kangnai group, said, "the Wenzhou family" has propagandize Wenzhou people's spirit of being industrious and rich through reform and opening up. Friends around him also feel empathy.

Looking back at the entrepreneurial environment of that year, Zheng Xiukang said, making shoes is very hard, but with little investment and quick results, and the equipment used for making shoes is also very simple. As long as a pair of scissors, a sewing car, a hammer, a pair of pliers and a coal ball stove, you can make leather shoes.

Like the TV series, small leather shoes factories and small factories have appeared in the streets and lanes of Wenzhou. At the same time, a large number of Wenzhou sales forces have sent Wenzhou shoes to the markets all over the country. However, due to the backward technology and low level of technology, some enterprises have also infiltrated the poor Wenzhou shoes into the market.

"The shoe burning incident has a devastating blow on the footwear industry in Wenzhou."

Zheng Xiukang said that during that time, the footwear industry in Wenzhou was faced with tremendous pressure.

In order to revive the reputation of the footwear industry in Wenzhou, he went to the major cities of the country to investigate and found that the Chinese leather shoes industry was mainly made by hand and the equipment level was too low.

"In 1989, I went abroad to study with Zhao Yinhua, the protagonist of the TV series, but she went to the fashion capital of France for buttons, and I was honored as leather shoes.

Italy. "

In the same year, Zheng Xiukang's enterprises began to pform their shoes making equipment and technology. From 2 pairs of shoes to 280 pairs of shoes, a pair of shoes was developed. The first mechanized production line was developed in Wenzhou next year.

Zheng Xiukang said, "after that, we designed and registered the trademark of Kangnai, and began to expand advertising, so that Wenzhou shoes have their own name and brand in the whole country and even in the global market."

Zheng Xiukang said that now Wenzhou has completely rid of the "fake and shoddy" hats and has the title of "China Shoes Capital". The market share and reputation of Wenzhou leather shoes are rising continuously, becoming the most competitive brand group in China's footwear industry, which is the result of the joint efforts of Wenzhou shoe industry.

"If there is a sequel, we hope to continue the development of the footwear industry in Wenzhou".

Vice chairman of China Leather Association,

Executive director Xie Rongfang has been concerned about the play.

She said, after the "shoe burning incident" occurred, triggering the chain reaction of Shanghai, Guangzhou and other places, "encirclement and suppression" Wenzhou shoes, many large and medium-sized cities and shopping malls in the country are indeed like the ones in the play. Hanging out the brand is called "our shop has no Wenzhou goods".

However, TV plays may adjust the time of events for consideration of artistic creation.

In June 1988, the first industry association of China's leather shoes industry "Wenzhou Lucheng Footwear Association" came into being.

According to media reports at the time, at the licensing ceremony, more than 370 shoe factory directors issued an initiative: "all my shoe industry colleagues should take the reputation of shoe city as the emphasis, pay attention to the quality of leather shoes, and do not earn money for disloyalty."

Xie Rongfang said, "a blessing in disguise is a blessing in disguise", which burned the reputation of Wenzhou people, but burned out the sense of quality and brand awareness of Wenzhou people.

The plot of the "Wenzhou family" has been broadcast to Zhou Wanshun to find new business opportunities in the north. Up to now, the context of the development of Wenzhou's footwear industry seems to have come to an end.

In fact, after this incident,

At one point, they failed and then went for a period of crooked road. None of them could be seen in the play.

Xie Rongfang said that the leather shoes industry's contribution to Wenzhou is not only economic, but as a medium to push Wenzhou's brand to the world. If the Wenzhou family can continue to shoot, it hopes to continue to write the pformation and development of Wenzhou's footwear industry.