Home >

Jinjiang Businessmen: Either A Leader Or A Beggar.

2013/9/3 9:11:00 75

Jinjiang Businessmen Jinjiang Garment Enterprises Garment Industry

many people think that they have learned about the customs of Southern Fujian when they have been to Xiamen: the Minnan language of the South China, the luxuriant villa of Gulangyu Islet, and the leisurely seaside style. But in fact, Xiamen may be just a gown in Southern Fujian, and Quanzhou and Jinjiang, which are the most famous Chinese famous brand cities, hide the purest South Fujian. 
 in the old city districts and even many villages in Quanzhou, < a href= "http://sjfzxm.com/news/index_p.asp" > Jinjiang < /a >, the layout is almost the same: an ancestral hall or a temple, a street in the middle, and thousands of lights on the street, and the clan and faith become the most pure coordinates in life. 
Since P in the Qing Dynasty, Fujian has become the main area of foreign trade because of maritime prohibition, and because it is difficult to cultivate in the mountainous area, Fujian people have to "live on the sea" and seek to live in the sea. They have become the main force of dangerous smuggling in the past few centuries. In such a long and high risk life, if we want to get the necessary living resources, we must rely on the strength of the group. Therefore, Minnan has become one of the most prosperous areas of Chinese clan culture. 
 in Chen Di town of Jinjiang, a group of descendants of Arabia came to this place in the early days. In Chen Di Town, the main population of a village is Ding. And in these villages where DIN clans live, there are many brands such as Anta, 31st degree, XTEP, Philharmonic, del Hui, Jordan, and golden lake, etc. a target= "_blank" href= "http://www.91se91.com/" > shoes > /a. Chen Di Town has about 38.8 square kilometers of land, which accommodates more than 3000 shoe enterprises and supporting enterprises. They are basically the industrial chain formed by the division and cooperation of family businesses, which is called "China Shoes Capital". At present, there are 41 listed companies in Jinjiang and more than 2 of the Chinese listed companies. The city's sports shoes and tourist shoes account for 40% of the total output of the country and 20% of the world's total output. On average, every 12 people in the world own a pair of Jinjiang shoes. In Jinjiang, Chen Di Town is the largest town with the largest number of listed companies. 
Family businesses are the most common carriers of P brands in Jinjiang. Even including Anta, seven wolves, 31st degree and so on, the controlling stake and management rights are still firmly in the hands of the family. For example, Ding Jiantong, former president of the 31st degree, arranged his son, daughter-in-law, daughter and son-in-law to work in the factory. It is said that many raw materials are purchased by Ding Jiantong himself. He once insisted that only his own people are at ease in the quality control of products. Ding Jiantong's only "OEM" processing factory is also his own daughter. 
 at the beginning of the birth of these brands, private capital lending developed by clan relationship played an important supporting role. The situation of Chen Dai triangle debts was once very serious. And this triangle debt is built on the basis of sound development. Buyers, shoe manufacturers and manufacturers usually take the goods first and then pay for them, and jointly promote the industrial chain through sales. Triangle debts can promote the development of Chen Tai's cluster at that time. The reason why delta debts did not become widespread in Southern Fujian later was mainly due to the fact that southern Fujian was linked by clan ties, and there was little debt repayment because of the special credit between their own people in Southern Fujian. 
Before P, in 1993, Chen Di Town and many handicraft shops in Jinjiang were partly helped by clan relations. Because in early 80s, the equipment and technicians left behind by Nike shoe factories were spanformed into processing factories, and overseas overseas traders who had done business overseas brought snowy overseas orders to them. At that time, processing a pair of shoes abroad could earn 10 yuan to 15 yuan. Many famous brands today rely on overseas orders to complete the primitive accumulation of capital. 
 Anta and lon Lang's back and foot listing are also influenced by the culture of acquaintances circles. Ni Zongsen, who left the former executive of Heng An in 2004, opened a financial consulting studio. He once served as a trader for the hang on landing exchange in 1998. Therefore, Anta chairman Ding Zhizhong hired him to make financial guidance for Anta in the early stage. After the successful listing of Anta, Ding Zhizhong introduced him to Wang Liangxing, President of the company. Ni will pack it as "the first mainland men's clothing brand in Hongkong". Later, the circle of entrepreneurs passed word of mouth, so that Ni Zongsen received many listed companies in Jinjiang list. In addition, when lilun spent tens of millions of dollars in debt, it still spent millions of yuan to hire Chen Daoming as the spokesperson's big gamble. Most of its liquidity was lilun borrowed, and Ding Zhizhong borrowed a sum of money to Wang Liangxing. 
 except for unity, Minnan people are more vigorous and vigorous. Li Zhi, a "political prisoner" in the Ming Dynasty and Yan Fu in the late Qing Dynasty, had strong rebellious spirit. This may be related to the offensive, adventurous and expansive nature of the southern Fujian people's living environment. But most of them are not keen on "revolutionaries", but rather play the spirit of ocean in the wisdom of business. Contrary to the lack of political and cultural talents since the Ming and Qing Dynasties, large businessmen in Southern Fujian came forth in large numbers. The Southeast Asian Minnan Chinese businessmen such as Chen Jiageng, Hu Wenhu, Chen Liushi, Huang Zhonghan, Li Qingquan and so on, the current Huang Yicong, Zheng Zhoumin, Zheng Zhoumin, and so on are all powerful businessmen in the Nanyang region. When he talked about the northern expedition, Mao Zedong once said: Cantonese revolutionaries, Fu people pay money, Hunan people serve as soldiers, and Zhejiang people become officials. The Fukien people here refer to the overseas Chinese in Southern Fujian. 
 the spirit of adventure is also most vividly displayed in the process of creating brand in contemporary Jinjiang enterprises. Looking at the development history of Jinjiang a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, from the opening of family workshops, simple imitation of the external edition, foreign trade foundry, the creation of independent brands and even listing, Jinjiang's clothing enterprises are basically completed at the same time. Unlike Chaozhou people who only focus on making steady profits, the common saying of Minnan people is "bold riding dragon riding tiger, gallbladder riding a cat riding a rabbit", "selling three accounts for money, potatoes should be head masters". When they earn the first pot of gold, they are no longer satisfied with doing OEM for others. They prefer to risk their own brands to share terminal profits. For example, Xu Jingnan of PEAK said, "even if they fall on the road of internationalization, they will never regret it." Wang Liangxing of Le Lang also said, "be a leader or a beggar." 
 1999, Ding Zhizhong took the lead in the board of directors, and finally signed Kong Linghui with 800 thousand yuan to endorse Anta. In, the company paid an advertising fee of 3 million yuan for CCTV-5. At that time, Anta had just built second shoe production lines. The profit of a production line is about 1 million yuan a year. This is a gamble for the then Anta. After two months of commercials, orders from all over the country began to rush to Anta's factory in Jinjiang. Because the strategy of endorsement by sports stars worked, from 2001 to 2007, Anta's sales revenue increased from 100 million yuan to 1 billion 250 million yuan. The gamble Anta won. 
Wang Liangxing, President of P, was also a gambler. In 2002, in order to promote "business casual men's wear", lilun launched a luxury fashion show at Hotel Kunlun, and spent millions of dollars to invite Chen Daoming to endorse it. At that time, Lee Lang owed more than 30 million yuan. The booth costs nearly 2 million yuan. It is said that Chen Daoming's advertising fees are borrowed, and other liquidity is Wang Liangxing's borrowing from friends and even through underground bank financing. {page_break} 
 .
 but it is undeniable that in all kinds of character advantages, Jinjiang brand originates from imitation. "In the same village, you can make money, and I can". The spirit of the South Fujian people's failure to concede has made it a famous brand city in twenty years, so that Ding Jiantong, a folk artist who plays suona folk at the age of 42, has opened a shoe workshop at home by borrowing 2000 yuan, and finally developed into a famous brand of 360 degrees. It also allows different enterprises to imitate each other's single successful road. 
 in Jinjiang, it is called "a gram" (imitation "Nike"), a di (imitation Adidas), imitation step (with Reebok) follow the trend of many brands. For example, Xu Jingnan was puzzled why Nike sold so expensive that year, so he suddenly changed the name of the Olympic brand to PEAK. The most famous imitation name is Jordan sports, which was prosecuted by basketball superstar Jordan in 2012 because of infringement and blocked the listing process. But there are still many brands in Jinjiang that are registered as "Yao Ming", "Kobe" and "Yi Jianlian". 
 in fact, the development of the brand of shoes and clothing in Jinjiang basically follows the model of "imitation name + advertising sponsorship + celebrity endorsement + Shanzhai". According to statistics, the Jinjiang brand appeared on CCTV sports channel in 2000, there were 16 in 2000, 33 in 2001, and 36 in 2002. In 2006, 5 sets of CCTV advertisements were divided by the brand of P, and by 2011, Jinjiang enterprises put on advertising about 6 billion 500 million yuan in CCTV. CCTV sports channel is still dubbed "Jinjiang channel". 
 in the second years when Anta hired Kong Linghui, the market share of Anta rose rapidly to 13.4% because of the Olympic champion. Since then, Jinjiang enterprises have been heavily invited to star endorsements, such as Meck invited Fu Mingxia and Kim lake to invite Wang Nan; Li Lang asked Chen Daoming, flying grams to invite dawn, and the birds signed Andy Lau. 
 even today, walking into Chen Di Town will obviously feel this atmosphere. Although the main street in the town is dilapidated, there will be an enterprise billboard almost every ten meters on the top of the three or four storey building on the street. These spokesmen eventually made the products made by those nameless factories in Chen Di become household names. The most exciting thing is the annual spring, summer and autumn and winter ordering sessions. Enterprises will invite stars to perform their own performances. Whoever asks for more stars and fame will have a "face" in the agency. At that time, Jinjiang seemed to be a movie city with stars everywhere. The stars had been competing for different places among different enterprises. 
In P marketing, they basically formed the mode of selling from shopping malls to wholesale agencies in the same period. The product was also started from a strong single product, and then extended to the serialization process of commodities. From the opening workshop, brand building to listing and internationalization, Jinjiang shoe enterprises are almost finished in the same period. In order to build a large scale, they have basically embarked on the mode of fast opening store stores. However, Jinjiang enterprises did not fall into the financial tsunami of 2008, but because of the rapid expansion and lack of differentiation, they began to face the high level of storage in the whole industry from the end of 2011. Jinjiang's shoes and clothing enterprises broke through from the two or three tier cities in the early years, avoiding big cities such as Beijing and Shanghai. But in the later stage of breaking through the first tier cities and deep plowing two or three line cities, they began to suffer from a downturn in sales because of the sinking of international brand channels and the change of consumers' tastes. 
 clan economy, adventure spirit and acquaintance circle culture, the enterprises in Jinjiang have completed industrial integration, brand building and even resisting financial crisis in their initial stage of development. But with all the glory and prosperity, the market spirit and spirit of adventure are no longer bright at the mature stage of the market. This is also a hidden danger for the sales of Waterloo and stores in the future. 
 the success of Jinjiang clothing enterprises in the early years stems from the fact that Chinese clothing industry is simply dividing the clothing into three categories: "men's clothing, women's clothing and children's clothing". Jinjiang enterprises first put forward the concept of "leisure" and "Sports". But today's "after 90" and "after 00", they prefer "personality" and "fashion". A fast fashion line must have a keen and profound understanding of the new generation of young consumers. However, the prevalence of Jinjiang channel agents has made it impossible for the market terminal feedback information to reach the clothing brand directly. Although family management has enhanced the cohesion and execution of enterprises, it is not conducive to the construction of risk control mechanisms and the formation of advanced and systematic management ideas. At the same time, the commercial extreme risk spirit often evolves into a changeable and overly pragmatic strategy. 
 Jinjiang businessmen in the past competition instinctively know how to choose the best production tools, imitate the most effective way of expansion, attach importance to technological renewal, but are often pragmatic and lack creativity. But the crisis has also given Jinjiang enterprises a chance to learn from each other's pain. In the past two years, it has become an important moment for Jinjiang shoes and clothing enterprises to find their own style and positioning, and gradually explore the spanition from agency to retail. According to the semi annual report of 2013, the stock of sporting goods such as PEAK, Anta, XTEP, and 360 degrees had improved, while the stock of men's clothing brands such as nine herd kings and seven wolves decreased significantly. Anta announced that orders will increase in the first quarter of 2014. PEAK announced that net profit in the first half of 2013 was positive compared to the second half of last year. The research report released by Shang Pu pointed out that the downturn of the garment industry in 2012 does not mean the decline of the industry. In 2013, it will be a very important spanition period for the garment industry. If a smooth spanformation and a good brand building can be made, the large brand enterprises will get the opportunity. 
 the spirit of adventure is also most vividly displayed in the process of creating brand in contemporary Jinjiang enterprises. Looking at the history of the development of Jinjiang's clothing enterprises, from the opening of family workshops, simple imitation of external edition, foreign trade foundry, the creation of independent brands and even listing, Jinjiang's clothing enterprises are basically completed at the same time. Unlike Chaozhou people who only focus on making steady profits, the common saying of Minnan people is "bold riding dragon riding tiger, gallbladder riding a cat riding a rabbit", "selling three accounts for money, potatoes should be head masters". When they earn the first pot of gold, they are no longer satisfied with doing OEM for others. They prefer to risk their own brands to share terminal profits. For example, Xu Jingnan of PEAK said, "even if they fall on the road of internationalization, they will never regret it." Wang Liangxing of Le Lang also said, "be a leader or a beggar." 
 1999, Ding Zhizhong took the lead in the board of directors, and finally signed Kong Linghui with 800 thousand yuan to endorse Anta. In, the company paid an advertising fee of 3 million yuan for CCTV-5. At that time, Anta had just built second shoe production lines. The profit of a production line is about 1 million yuan a year. This is a gamble for the then Anta. After two months of commercials, orders from all over the country began to rush to Anta's factory in Jinjiang. Because the strategy of endorsement by sports stars worked, from 2001 to 2007, Anta's sales revenue increased from 100 million yuan to 1 billion 250 million yuan. The gamble Anta won. {page_break} 
 .
Wang Liangxing, President of P, was also a gambler. In 2002, in order to promote "business casual men's wear", lilun launched a luxury fashion show at Hotel Kunlun, and spent millions of dollars to invite Chen Daoming to endorse it. At that time, Lee Lang owed more than 30 million yuan. The booth costs nearly 2 million yuan. It is said that Chen Daoming's advertising fees are borrowed, and other liquidity is Wang Liangxing's borrowing from friends and even through underground bank financing. 
 but it is undeniable that in all kinds of character advantages, Jinjiang brand originates from imitation. "In the same village, you can make money, and I can". The spirit of the South Fujian people's failure to concede has made it a famous brand city in twenty years, so that Ding Jiantong, a folk artist who plays suona folk at the age of 42, has opened a shoe workshop at home by borrowing 2000 yuan, and finally developed into a famous brand of 360 degrees. It also allows different enterprises to imitate each other's single successful road. 
 in Jinjiang, it is called "a gram" (imitation "Nike"), a di (imitation Adidas), imitation step (with Reebok) follow the trend of many brands. For example, Xu Jingnan was puzzled why Nike sold so expensive that year, so he suddenly changed the name of the Olympic brand to PEAK. The most famous imitation name is Jordan sports, which was prosecuted by basketball superstar Jordan in 2012 because of infringement and blocked the listing process. But there are still many brands in Jinjiang that are registered as "Yao Ming", "Kobe" and "Yi Jianlian". 
In fact, the development of Jinjiang shoe clothing brand basically follows the model of "imitation name + advertising sponsorship + celebrity endorsement + Shanzhai". According to statistics, there are 16 Jinjiang brands appearing in CCTV sports channel in 2000, 33 in 2001, 36 in 2002, and 5 in CCTV by Jinjiang brand in 2006. By 2011, Jinjiang enterprises put about 6 billion 500 million yuan on CCTV advertising. The CCTV sports channel is still known as the "Jinjiang channel". 
 in the second years when Anta hired Kong Linghui, the market share of Anta rose rapidly to 13.4% because of the Olympic champion. Since then, Jinjiang enterprises have been heavily invited to star endorsements, such as Meck invited Fu Mingxia and Kim lake to invite Wang Nan; Li Lang asked Chen Daoming, flying grams to invite dawn, and the birds signed Andy Lau. 
 even today, walking into Chen Di Town will obviously feel this atmosphere. Although the main street in the town is dilapidated, there will be an enterprise billboard almost every ten meters on the top of the three or four storey building on the street. These spokesmen eventually made the products made by those nameless factories in Chen Di become household names. The most exciting thing is the annual spring, summer and autumn and winter ordering sessions. Enterprises will invite stars to perform their own performances. Whoever asks for more stars and fame will have a "face" in the agency. At that time, Jinjiang seemed to be a movie city with stars everywhere. The stars had been competing for different places among different enterprises. 
In P marketing, they basically formed the mode of selling from shopping malls to wholesale agencies in the same period. The product was also started from a strong single product, and then extended to the serialization process of commodities. From the opening workshop, brand building to listing and internationalization, Jinjiang shoe enterprises are almost finished in the same period. In order to build a large scale, they have basically embarked on the mode of fast opening store stores. However, Jinjiang enterprises did not fall into the financial tsunami of 2008, but because of the rapid expansion and lack of differentiation, they began to face the high level of storage in the whole industry from the end of 2011. Jinjiang's shoes and clothing enterprises broke through from the two or three tier cities in the early years, avoiding big cities such as Beijing and Shanghai. But in the later stage of breaking through the first tier cities and deep plowing two or three line cities, they began to suffer from a downturn in sales because of the sinking of international brand channels and the change of consumers' tastes. 
 clan economy, adventure spirit and acquaintance circle culture, the enterprises in Jinjiang have completed industrial integration, brand building and even resisting financial crisis in their initial stage of development. But with all the glory and prosperity, the market spirit and spirit of adventure are no longer bright at the mature stage of the market. This is also a hidden danger for the sales of Waterloo and stores in the future. 
 the success of Jinjiang clothing enterprises in the early years stems from the fact that Chinese clothing industry is simply dividing the clothing into three categories: "men's clothing, women's clothing and children's clothing". Jinjiang enterprises first put forward the concept of "leisure" and "Sports". But today's "after 90" and "after 00", they prefer "personality" and "fashion". A fast fashion line must have a keen and profound understanding of the new generation of young consumers. However, the prevalence of Jinjiang channel agents has made it impossible for the market terminal feedback information to reach the clothing brand directly. Although family management has enhanced the cohesion and execution of enterprises, it is not conducive to the construction of risk control mechanisms and the formation of advanced and systematic management ideas. At the same time, the commercial extreme risk spirit often evolves into a changeable and overly pragmatic strategy. 
 Jinjiang businessmen in the past competition instinctively know how to choose the best production tools, imitate the most effective way of expansion, attach importance to technological renewal, but are often pragmatic and lack creativity. But the crisis has also given Jinjiang enterprises a chance to learn from each other's pain. In the past two years, it has become an important moment for Jinjiang shoes and clothing enterprises to find their own style and positioning, and gradually explore the spanition from agency to retail. According to the semi annual report of 2013, the stock of sporting goods such as PEAK, Anta, XTEP, and 360 degrees had improved, while the stock of men's clothing brands such as nine herd kings and seven wolves decreased significantly. Anta announced that orders will increase in the first quarter of 2014. PEAK announced that net profit in the first half of 2013 was positive compared to the second half of last year. The research report released by Shang Pu pointed out that the downturn of the garment industry in 2012 does not mean the decline of the industry. In 2013, it will be a very important spanition period for the garment industry. If a smooth spanformation and a good brand building can be made, the large brand enterprises will get the opportunity. 
 clan economy, adventure spirit and acquaintance circle culture, the enterprises in Jinjiang have completed industrial integration, brand building and even resisting financial crisis in their initial stage of development. But with all the glory and prosperity, the market spirit and spirit of adventure are no longer bright at the mature stage of the market. This is also a hidden danger for the sales of Waterloo and stores in the future. 
 the success of Jinjiang clothing enterprises in the early years stems from the fact that Chinese clothing industry is simply dividing the clothing into three categories: "men's clothing, women's clothing and children's clothing". Jinjiang enterprises first put forward the concept of "leisure" and "Sports". But today's "after 90" and "after 00", they prefer "personality" and "fashion". A fast fashion line must have a keen and profound understanding of the new generation of young consumers. However, the prevalence of Jinjiang channel agents has made it impossible for the market terminal feedback information to reach the clothing brand directly. Although family management has enhanced the cohesion and execution of enterprises, it is not conducive to the construction of risk control mechanisms and the formation of advanced and systematic management ideas. At the same time, the commercial extreme risk spirit often evolves into a changeable and overly pragmatic strategy. 
 Jinjiang businessmen in the past competition instinctively know how to choose the best production tools, imitate the most effective way of expansion, attach importance to technological renewal, but are often pragmatic and lack creativity. But the crisis has also given Jinjiang enterprises a chance to learn from each other's pain. In the past two years, it has become an important moment for Jinjiang shoes and clothing enterprises to find their own style and positioning, and gradually explore the spanition from agency to retail. According to the semi annual report of 2013, the stock of sporting goods such as PEAK, Anta, XTEP, and 360 degrees had improved, while the stock of men's clothing brands such as nine herd kings and seven wolves decreased significantly. Anta announced that orders will increase in the first quarter of 2014. PEAK announced that net profit in the first half of 2013 was positive compared to the second half of last year. The research report released by Shang Pu pointed out that the downturn of the garment industry in 2012 does not mean the decline of the industry. In 2013, it will be a very important spanition period for the garment industry. If a smooth spanformation and a good brand building can be made, the large brand enterprises will get the opportunity.