Shoes Jinjiang Leads In The Predicament, Flying Against The Trend

In the coastal provinces and cities, many cities and towns are faced with the adverse effects of a large decline in the efficiency of small and medium-sized enterprises, the rising unemployment rate of workers and the continuous decline of government revenue.

It is the first of the ten strong counties (cities) in Fujian, leading the "Fujian's richest person" in Fujian's private economy development, Jinjiang.

What is the reason why Jinjiang's private enterprises are full of vitality?

How did the golden bond Economic Management Institute plan and make more Jinjiang products go to the world?

Jinjiang's industrial cluster has handed out an excellent answer. In 2008, the financial crisis of Wall Street and the global financial crisis spread all over the world. China has also become a victim of this financial crisis. The factors such as the appreciation of the renminbi, the increase of production costs, the reduction of export tax rebates and other unpredictable factors make many cities and counties with the core industrial structure of private economy, export-oriented economy and small and medium sized enterprises in the development dilemma.

Especially in China's "Pearl River Delta" and "Yangtze River Delta", a large number of export oriented SMEs are facing bankruptcy and bankruptcy.

A large number of migrant workers lost their jobs and were forced to return home. According to the authoritative data released by the national development and Reform Commission, there were more than seven SMEs in the country.

For a time, the "Pearl River Delta" and "Yangtze River Delta" became the hardest hit areas of the global financial crisis.

In the coastal provinces and cities, many cities and towns are faced with many disadvantages, such as a large decline in the efficiency of small and medium-sized enterprises, a rising unemployment rate of workers, and a continuous decrease in government revenue.

It is the first of the ten strong counties (cities) in Fujian, leading the "Fujian's richest person" in Fujian's private economy development, Jinjiang.

From 1 to June 2008, Jinjiang's footwear industry, textile and garment industry, tannery industry, building materials and ceramics industry, food and beverage industry, umbrella making industry, toy industry, paper making industry, chemical fiber industry, electronic machinery industry and other ten pillar industrial clusters realized the industrial output value of above scale reached 50 billion 174 million yuan, the current price increased 22.7%, accounting for 86.8% of the total industrial output value above all scale, and contributed more than 86.1% to the industrial output value growth above all scale, and the industrial output value of all above scale increased 19.8 percentage points.

Judging from the specific industry, Jinjiang's leather industry, footwear industry, food and beverage industry, paper products industry, electronic machinery industry, building materials and ceramics industry 6 industries, the output value of scale increased by more than 20%.

What is puzzling is that the economy of some leading counties and cities in Guangdong province and some counties and cities in Zhejiang province has been on the decline. In the same time, there are many counties and cities in Fujian Province, but why Fujian's private enterprises are full of vitality. There are many high-speed growth enterprises such as Heng An Group, seven wolf group, Anta group, xunxing group and so on. Textile and clothing, sports shoes and clothing, leisure food, biopharmaceuticals, machinery manufacturing and other ten industrial clusters are booming.

At the same time, it is even more amazing that Jinjiang has also produced a large number of "Chinese famous brands" and "China famous trademarks", including seven wolves casual wear, Qipai suit, LERON commercial men's wear, strong Blazer Jacket, Anta sports shoes, XTEP sports shoes, Hongxing Erke sports shoes, yak food, Pan Pan food and so on.

The brand of Jinjiang is shining like the stars on the Chinese earth, sparkling with brilliant light.

Jinjiang not only owns fifty-seven "China famous brand" and "China famous trademark", but also becomes the most famous brand city in 2600 counties and cities in China, and Jinjiang has become a famous brand city in China.

At the same time, Jinjiang enterprises have established a huge marketing network at home and abroad. In just a few years, Jinjiang has established tens of thousands of sports shoes, clothing, food and beverage stores, flagship stores and brand stores throughout the country.

Hundreds of millions of products in Jinjiang are continuously sold to all parts of the world through these sales channels and terminal networks.

In the economic tide of fierce market competition and adverse water going sailing, Jinjiang's economy can continue to move forward rapidly. The fundamental reason lies in the fact that in 2004, the leading leaders of the Jinjiang municipal government and the municipal government were able to prepare for danger in advance and plan ahead for economic development. They built two strong engine for Jinjiang's economic development, namely, the accumulation of industrial clusters and the development of brand economy.

The reason why these two engines can adapt to changes in the market environment and keep upgrading are the source of the industrial and economic development plan of the "Jinjiang Jinjiang 2004 to 2008 Industrial Cluster Development Plan" and "Jinjiang 2005 to 2010 brand development plan".

In the past five years, the Jinjiang municipal Party committee and the municipal government, guided by the grand blueprint and strong implementation measures of the two industrial clusters development and brand planning and development, have always regarded the "guiding industry as a whole, concentrating on finding clusters" as the guiding ideology of economic development, taking the industrial cluster economy and the urban brand economy as an important starting point for the development of regional economy, guiding the pformation and upgrading of the industrial structure in Jinjiang, promoting enterprises to be strong and specialized, and vigorously training industrial clusters.

The dialectical relationship between "small" and "big" in the industrial cluster is well handled. In the more than 8000 enterprises in Jinjiang, they already have the foundation of certain industrial clusters and form the unique "four small four big characteristics" in the industrial cluster: first, "small products create big markets".

In the survey, it was found that the products produced by Jinjiang enterprises are very small, such as suits, jackets, trousers, underwear, sports shoes, zippers, toy stationery, sanitary napkins, umbrellas, potato chips, candy, brick and tile, glazed tile and other textile and clothing, leisure food and other products. But the products are sold in a large market and occupy a large market share. Jinjiang's leisure jacket, trousers, snack foods, umbrellas and more than 10 products occupy the first place in the market share of similar products in the country.

In particular, the annual output of sports shoes produced in Jinjiang has reached one billion pairs, and the market share has reached over 50% in the world. Jinjiang has become the world's largest production base for sports shoes, which is truly the world's shoe capital.

Two is "small businesses lead to big cooperation".

Small and medium-sized enterprises in Jinjiang have reached more than 10000, basically small and medium-sized enterprises as the main body and small enterprises, but they have formed a perfect production chain and specialized matching production mode. In the survey, we found that, in particular, Jinjiang's textile and clothing from the front end of the industrial chain, from petroleum refining to chemical raw materials, and then to the rear end of the industrial chain of textile chemical fiber and clothing and trousers production, all can be completed in Jinjiang, and hundreds of processes between enterprises can achieve social cooperation. Jinjiang's textile and garment industrial cluster not only reduces production costs, but also greatly improves production efficiency.

Three is "big prospects for small concepts".

Jinjiang people advocate "fight to win". Smart business owners in Jinjiang have observed that in twentieth Century, China will enter the era of leisure. Therefore, they seize the opportunity given by the market, develop Jinjiang's leisure clothing industry, leisure sports shoes industry, snack food industry, leisure toy stationery and other special products in Jinjiang without leisure and holiday atmosphere, and realize the concept of "leisure" in Jinjiang.

Because of the rapid economic development and the continuous improvement of people's living standards, leisure jackets, leisure sports shoes and snack foods, which are produced by the leisure concept, are close to the psychological needs of hundreds of millions of consumers, which is in line with consumers' fashion consumption tendency.

Therefore, in the concept of leisure, Jinjiang people earn hundreds of billions of wealth, and Jinjiang's leisure products have boundless prospects.

Four, "small clusters make great achievements".

In 2004, the scale of Jinjiang's industrial clusters was relatively small. The largest textile and garment industry in 2003 was only 21 billion 450 million yuan in industrial output value, but after four years of implementing the plan of textile and garment industry cluster formulated by Jinjiang by the city of Kim bid, it has made great progress.

In 2007, only an industrial cluster of textile and clothing industry in Jinjiang has exceeded 100 billion yuan in industrial output value. Industrial cluster planning has promoted the development of Jinjiang's industry to the intermediate stage that can interact with the regional industrial competitiveness and the development of industrial parks, and the industrialization and urbanization of the countryside.

Let the private entrepreneurs set up the correct development view of "right" and "wrong". In 2008, the key reason for the sudden emergence of Jinjiang's economy and headwinds is that the Jinjiang municipal Party committee and the municipal government can take the lead in pforming the service-oriented government from the referee type to the instructor oriented government, breaking the ideological resistance and the fence.

One is to break away from the idea of "small wealth and immediate security", but in fact it is the idea of "small wealth and difficult security".

In 2004, a large number of enterprises in Jinjiang had achieved more than 100 million yuan. Many entrepreneurs had the idea of "getting rich and ready for safety". They generally thought that they used to be farmers who washed their feet on the fields. Now they have more than 100 million yuan in their families. They don't have to work too hard as they used to do. They should enjoy a lot of happiness, so many people start buying famous cars, wearing famous brands, Dai Mingbiao, and enjoying them.

According to statistics, more than 80% of Mercedes Benz and BMW sold to a small county-level city in Jinjiang in 2004. The whole county town was singing and dancing, and the number of enterprising bosses was increasing. The private economy was in a state of constant decline.

In order to reverse this decadent situation, the Secretary and mayor of Jinjiang municipal Party committee and mayor took the lead in organizing four groups of 200 leading enterprises in Jinjiang (not allowed to ask for leave) to study in Beijing for more than half a month, and listened to the opinions of experts and professors. In particular, Zhu Xinli, President of Huiyuan Group and President of new hope group, Liu Yong, were invited to talk about the successful practices and experiences of market competition, brand building and enterprise management, so as to help Jinjiang's small and medium-sized entrepreneurs change their outlook and broaden their horizons.

Jinjiang municipal Party committee secretary and enterprise boss, everyone in the day class, evening concentration discussion, find the lack of ideas, find ideological confusion, to find the gap in development.

After more than half a month of study and discussion, the boss of Jinjiang Heng An Group, Xu Lianjie, President of Anta, President of Anta, President Zhou Shaoxiong of seven wolves, and other 50 leading enterprises have deeply realized that they must change their minds and minds and break the ceiling of their ideology. They must be strongly aware that they can not be "small and comfortable", have lofty ideals and aspirations, and have the responsibility of corporate citizenship.

After continuous study and investigation, a large number of business owners in Jinjiang have taken the lead in changing their ideas and taking bigger and stronger enterprises as their lifelong goal.

It laid a good ideological foundation for Jinjiang enterprises to achieve leaping development.

Two, we must break away from the development consciousness of "do chicken head instead of Phoenix Tail".

Entrepreneurs in Jinjiang highly admire the development concept of "fight hard to win". They like to fight alone and develop independently.

Take Jinjiang sports shoes as an example, there are more than 3000 enterprises in the light producing sports shoes, one enterprise mainly produces sports shoes, and the four brothers run four factories and compete with each other.

In Jinjiang, the phenomenon of plagiarism and imitation between enterprises is very serious. The mass production of homogenized products also has a large number of enterprises' mutual bargain, vicious competition, and the "single head" rather than "Phoenix Tail", which restricts the private enterprises in Jinjiang to become bigger and stronger, and constrains the development path of specialization and centralization of enterprises.

Only by improving the industrial chain, cultivating industrial clusters and developing the forest economy, can enterprises survive and develop for a long time. Only by breaking away from the development consciousness of "do the chicken head instead of the Phoenix Tail" and go on the road of professional development can the private enterprises in Jinjiang be able to be specialized and strong, and develop for a long time. Only by division of labor and cooperation, can the Jinjiang enterprises be able to kill the tight encirclement, symbiotic and flourish in the development of clustering, and nurture the forest economy of Jinjiang.

Three, it is to encourage leading enterprises to break away from the family system and take the modern development path of financing and listing.

According to statistics, over 80% of the world's small and medium-sized enterprises are family owned enterprises, and over 90% of the private enterprises in Jinjiang are family owned enterprises.

We should see that in the early stage of the development of small and medium-sized enterprises, family system can play an irreplaceable role in stabilizing enterprises and enhancing trust.

However, we should also see that with the growth of enterprises, the disadvantages of family businesses such as cronyism, small circle interests, individual decisions and capital monopolization will rise to the surface and seriously hamper the healthy development of enterprises.

For this reason, the municipal Party committee and the municipal government use policies to break the family system, encourage enterprises to clarify property rights, introduce foreign investors, and take the development path of listing and financing modern enterprises.

Breaking the importance of the family system, especially introducing the successful experience of WAL-MART, the largest family enterprise in the world, on how to realize the capitals family management and the modernization of enterprise management, especially to introduce how the four largest brothers in China, such as Liu Yonghang and Liu Yonghao, have broken the family system.