Transformation Of Imitation Footwear Industry To Create "Electronic Yiwu"

At 11 in the night, the hall of the company of Chengxiang, Putian, Fujian, is still brightly lit and crowded. More than 30 young men pulled out of the warehouse behind the hall. shoes After the son, he put the courier bill on the shoe box, and then drove it to the express delivery area of thousands of meters away from Anfu market to deliver the goods.

These people are the sales agents of the Morrey ray company. They wait for customers to place orders on the Internet during the day. After 9 o'clock in the evening, they are reunited with them in the company. As a distributor, the company has placed orders for shoes factories, and shoes of different styles are transported to the warehouse of the company, and then hundreds of consignment shopkeepers are sent to the consumers by express delivery.

This is the net sale wholesale mode with unique characteristics in Putian Anfu market. The company sells 500 thousand to 800 thousand pairs of shoes a year, with sales ranging from 50 million to 80 million yuan.

In the 80s of last century, Putian carried on the shift of shoes and garment industry in Taiwan, and formed a good industrial foundation for many international shoe brands such as Nike. After the middle of 90s, workers in some enterprises stole the design drawings or shoe samples for personal imitation, and sold these imitation shoes through the Internet abroad. Putian gradually formed an imitation shoes wholesale sales market centered on Anfu district.

With the emergence of the domestic online shopping market after 2007, Anfu's imitation footwear market has witnessed unprecedented prosperity. The entire Putian has formed a large sales force of 200 thousand people, and has led to the prosperity of supporting industries such as shoe materials, logistics and network training.

In order to crack down on violations of intellectual property rights, Putian began organizing a series of departments in 2009 to crack down on local shoe production and sales. Whenever a shop opens its doors to sell shoes, the government finds that one house seals up one. "To strike the whole Anfu into a state of silence, basically no operation." Chen Zhijun, director of Chengxiang economic and Trade Bureau, said.

In the process of regulation, departments at all levels in Putian have also found that a simple blow may not be the best way to control the footwear industry. Some sellers continue to transfer locations, and the more they hide, the more difficult they are to investigate. In 2011, the local government decided to change the way of thinking, from the "one hit to the end" of the fake selling and selling, to the "spin combination".

"For continued counterfeiting and selling, we maintain a sustained high pressure situation. On the other hand, through policy support, it guides the entire industry from underground to the ground, from counterfeiting to self created brand. Chengxiang district chief Xu Jianping said.

In 2011, Chengxiang District focused on Anfu market as the center, and the total planned 1500 mu area was transformed into an electric business gathering area characterized by net sales. The core of the industrial area is the Anfu net sales brand demonstration area. After the accredited enterprises enter the demonstration area, they can enjoy a series of concessions and support such as rent, taxation, financing and promotion. At the same time, the industry has also standardized the design, logistics, warehousing and other related industries.

Under the dual function of high pressure strike and preferential policies in industrial zones, a large number of "ah rush" has been transformed into self created brands. Because of the industrial foundation for many years, the once quiet market of Anfu became lively again.

According to statistics, in 2012, more than 100 brands were settled in the Anfu demonstration area. By June 2013, the whole brand reached more than 300, and operated more than 500 brands at home and abroad. The net sales value of Putian as a whole has reached 10 billion yuan in 2012, and it is expected to reach 30 billion yuan in 2013. Putian also plans to cultivate 1000 brands in 3 years and bring together 30 million net troops to build the Anfu market with the characteristics of network distribution, with an annual sales volume of over 100 billion yuan, and the "electronic Yiwu".