Jinjiang Shoe Enterprises: Seize The International Market And Become The Main Road To Attack

< p > the journey of a thousand miles begins with a single step.

In the fifteenth China (Jinjiang) International Shoes Expo, there are still seven days. In the city of Jinjiang, the story of "shoes" and "city" is becoming more and more exciting in the background of building a "famous city of wisdom" in the city of Jinjiang.

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< p > in the 90s of last century, we realized that the extensive development mode could not meet the long-term development of Jinjiang shoe enterprises. We seized the opportunity of the first shoe fair and opened a "licensing movement".

With the brand, followed by the restructuring and listing, after some grinding and development, Jinjiang is already the largest shoemaking base in the country, and is known as "China Shoes Capital (exclusive store)".

Nowadays, < a href= "http://www.91se91.com/news/index_p.asp" > Jinjiang < /a > shoe enterprises are working hard to enter the international orbit.

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< p > < strong > industry: complete the production and marketing process without leaving home, < /strong > /p >

< p > no doubt, < a href= "http://www.91se91.com/news/index_c.asp" > shoe spinning industry < /a > is the core pillar of Jinjiang's economy. After decades of building, Jinjiang has made fruitful achievements in this field.

According to statistics, there are nearly 5000 shoe spinning enterprises in Jinjiang and over 500 thousand employees.

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< p > last year, the total output value of footwear industry in Jinjiang was 89 billion 500 million yuan, with nearly 490 shoe enterprises above Designated Size, and the annual output of shoes reached 1 billion 800 million pairs. It was regarded as "four earth people and a pair of Jinjiang shoes" (currently the world's population is about 7000000000).

Among them, sports, < a href= "http://www.91se91.com/news/index_x.asp" > travel shoes < /a > accounted for nearly half of the total output of the country, accounting for 1/5 of the world's sports and tourist shoes production.

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< p > the associated industry cluster extended by the shoe spinning industry is also growing. In the famous sports brands such as Anta (franchised stores), the proportion of clothing has surpassed that of footwear.

Last year, the total output value of textile and garment industry in Jinjiang was 67 billion 500 million yuan, and 469 of the above scale enterprises came into being. Many famous brands of clothing were sprung up. They also held the title of the world jacket city and the famous textile town of China.

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< p > in terms of industrial layout, upstream supporting enterprises such as shoes and clothing products, cloth, leather, accessories, machinery, chemical industry and other upstream enterprises in Jinjiang have developed side by side and developed in an interactive way.

Among them, there are more than 1500 specialized manufacturers specializing in shoe sole, shoe upper, leather and hardware products, and shoes machinery products occupy 80% market share of the shoe industry.

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< p > Jinjiang also has a large number of mold development, shoe design, management consulting, image planning, marketing promotion, export agents, etc., specifically for the production enterprises to provide prenatal, mid and post natal services supporting industries.

In Jinjiang, enterprises have basically realized the entire process from production to sale without leaving home, and Jinjiang has formed a more complete and powerful industrial chain.

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< p > < strong > Development: private economy achieves magnificent butterfly change < /strong > < /p >

< p > in fact, every step up to development requires hard work.

Starting from "three leisure", Jinjiang has gone through the course of "three to one supplement" (referring to processing of incoming materials, sample processing, incoming assembly and compensation trade), licensing movement and restructuring and listing.

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In 90s of last century, when the original extensive development mode was no longer suitable for Jinjiang, the entrepreneurial group in the city began to seize opportunities and set off a magnificent "P" movement.

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As a forerunner, Anta has seized the opportunity of the first shoe fair, and has launched the first shot of the brand campaign in the way of sports stars advertising. In the past few years, Anta has developed into the first place in China's sports brand.

Closely followed are familiar names: Hongxing Erke, 361 degrees, Li Lang, seven wolves, and power fighter.

In succession, more than 50 Jinjiang enterprises grew rapidly by investing heavily in sports, film and TV, and singing stars.

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< p > according to incomplete statistics, since 2004, Jinjiang shoe enterprises have launched nearly ten billion yuan in CCTV and local satellite TV.

When watching the five sets of CCTV, sports fans will see the advertisement of Jinjiang sports brand from time to time. The channel is also known as the "Jinjiang channel".

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< p > top sports events at home and abroad have become the main battleground of Jinjiang brand.

Relying on the Athens Olympic Games, the rapid growth of Li Lang, Anta, 361 degree companies and other leading enterprises in the London Olympic Games last year.

The continuous promotion of brand marketing strategy has laid a solid foundation for the development of Jinjiang shoe brand cluster.

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After P industry has developed to a certain scale, listing has become a new way of rapid expansion.

With the promotion of a large number of well-known brands in Jinjiang, a unique "Jinjiang plate" has been formed in the capital market.

It is reported that as of now, Jinjiang has 41 listed companies both inside and outside the country, ranking first in the country's county-level cities, with a total capital raising of 23 billion yuan and a total market capitalization of over 180 billion yuan.

Among them, the footwear industry in Jinjiang city has 13 listed companies, more than 20 Tax enterprises over ten million yuan, 5 enterprises pay taxes in Jinjiang over 100 million yuan last year, Anta and 361 degree companies pay more than 600 million yuan in Jinjiang, and in the 105 listed companies and more than 10 thousand growth enterprises, shoes enterprises occupy the absolute number.

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< p > < strong > Transformation: the international market is looking forward to the "Jinjiang plate" < /strong > /p >

< p > now, after occupying most of the domestic sports brand, Jinjiang shoe enterprises are no longer satisfied with the domestic market, and occupy the international market as the main road of the industry.

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< p > in the international connection, the two strategies of "Introduction" and "going out" have been gradually formed and fermented.

In the aspect of introduction, Jinjiang footwear industry has equipped with a large number of advanced international level of technology and equipment.

More than 600 shoemaking enterprises imported more than 3000 sets of automatic shoe making lines produced in Italy, Germany, Japan and other countries and regions, and more than 250 shoe materials enterprises have more than 500 sets of EVA shoe sole molding machines.

In addition, three dimensional scanner, CNC cutting board machine and other equipment are also commonly used in footwear enterprises.

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< p >, in the introduction of customers, the interaction between government and enterprises is especially successful.

Data show that during the shoe Expo last year, the "internationalization" feature of the exhibition continued to highlight, and overseas exhibitors booths 413, accounting for 25.8%.

40 high-quality buyers from Europe and America, Latin America, the Middle East, South Korea, India, Russia, Brazil and other countries have formed a large international exhibition group. I believe this year's data will be improved.

On the other hand, the existing Chai Tai shoe material market, with the integration of shoes, raw materials, wholesale, retail, storage and pportation, and shoe machine exhibitions, has attracted the merchants of shoes, shoes and machines from more than 30 countries and regions such as Korea, Italy, Taiwan and Hongkong to enter the market.

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< p > in the aspect of going out, Jinjiang shoe enterprises seize opportunities and focus on international brand resources, and have made achievements in striving to buy foreign brands at a low price.

Anta is once again ahead of the industry. In 2009, Anta signed a takeover agreement with the Korean brand BELLE to acquire the ownership, operation rights and related marketing network of its sports brand, Philippe, as a world-famous strong sportswear brand. Anta will join hands with Yu Feile to help the company take the road of internationalization.

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< p > after Anta, the seven wolves bought the French Mark Ed Faye. At the same time, they set up a sales area in the sales channels of international brands, covering large shopping malls in western developed countries such as the United States, Canada, France, Britain and Italy, and the proportion of enterprises in the international market increased.

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< p > besides, many leading enterprises are also eager to try, and the enterprises such as nine Mu Wang and Zhen Ba plan the operation of overseas brand, and 361 degrees set up the Asian design and research center.

Perhaps in the near future, international shoes and clothing will also usher in a strong "Jinjiang plate".

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