Quanzhou Ten Years Ago After The Economic Crisis

This year is the year when the global financial crisis has spread. 10 years ago, we suffered from the Asian financial crisis.

Since the reform and opening up 30 years ago, spring enterprises have gone from scratch to growth, and have gone through "one side after another".

Now, we are faced with another "kan" again.

Let us review the changes in Quanzhou's enterprises, entrepreneurs and Quanzhou's economic development over the past 10 years. What implications do we have for the financial crisis?

10 years ago, the Asian financial crisis was fierce and destructive. But after all, the Quanzhou enterprises had crossed the ridge.

Looking back on the past, it is to verify the confidence and courage that Quanzhou people have never lost in the face of hardships and dangers.

Data: after the rapid development of labor pains, the Quanzhou entrepreneurs conference revealed a group of data: in 1998, Quanzhou had 1489 Industrial Enterprises above Designated Size, with an annual output value of 33 billion yuan. By the financial crisis of the year, it reduced by 209 by 1999, and then reached 1485 by 2000. The annual output value was 47 billion yuan. In a short two years, the number and scale of the enterprises recovered and even exceeded the level of 1998.

Since 2000, Quanzhou's industrial economy has entered a fast rising channel. In 2003, the industrial output value exceeded 100 billion yuan. After that, it broke through 200 billion yuan in two years (2005) and broke 300 billion yuan in two years (2007).

In 2000, there were only 58 enterprises in Quanzhou, and this year it is expected to exceed 800.

In the 1-10 month of this year, Quanzhou has 4604 Industrial Enterprises above Designated Size, and the output value is 345 billion 300 million yuan.

Behind this group of data is a vivid example of Quanzhou enterprises' calm observation, positive response, turning danger into "machine" and tide over difficulties.

Anta: the way to create a brand is to succeed. The Asian financial crisis from 1997 to 1998 gave the Quanzhou enterprises satisfied with the "OEM" (OEM) a head start.

The international market is hard and orders are shrinking rapidly.

Many processing plants see their products once affixed with the labels of famous brands, and they are immediately worth a hundred times, and their minds are hard to beat. They realize that it is difficult to make progress without imitation and imitation. They only imitate, they can only step in place, the brand is the life of commodities, and it is time to change the "OEM" mode.

Brand awareness has enabled Quanzhou's enterprises to usher in a brand new era after 1997.

1999 is a year of Anta brand promotion.

This year, Anta invited national table tennis player Kong Linghui to be the image spokesman, creating a precedent for celebrities to do sports shoes advertising.

Kong Linghui's joining has played a more powerful role in building Anta's brand image. Its healthy and excellent image has won the favor of consumers from different walks of life.

Under the influence of Anta, many enterprises in Quanzhou have turned to the domestic market, and many celebrity endorsements have also appeared.

The success of brand strategy also gave Anta a huge return: with the promotion of Anta brand, its market growth rate, comprehensive occupancy rate and market coverage all ranked first in the same industry in 2001.

In a recent forum on the footwear industry in Quanzhou, Anta CEO Ding Zhizhong said, "the impact of the financial tsunami on all industries across the country is yes, and the impact on me is minimal.

The key point is the success of the brand.

Quanzhou's enterprises are coming from the manufacturing industry and have the current situation. Brand success is most important.

PEAK: completing the channel reform during the crisis. The Asian financial crisis has triggered a chain reaction of Asian countries' economic downturn.

Affected by that, the domestic market at that time was also depressed.

At that time, PEAK began to pform the old channel in a crisis.

As the first brand sport brand in Quanzhou, in the planned economy period, the original channel mode of PEAK was a large shopping mall in all parts of the country, which brought brilliant results to PEAK in the first ten years.

But in twenty-first Century, facing the new market economy competition, this old mode has been lagging behind the new market demand.

Xu Jingnan, chairman of PEAK, realized that PEAK had to have a comprehensive adjustment in order to further develop.

In 1997, when the Asian financial crisis was raging, PEAK began to make a great determination to adjust.

"We originally planned to complete the adjustment in three years, but it took five years to complete the adjustment."

Xu Jingnan called the five years PEAK's slow pace of reform.

In 2002, PEAK successfully completed the long term comprehensive reform of the channel, replaced more than 30 offices nationwide, and developed thousands of stores.

The five years of reform have laid the foundation for PEAK's internationalization strategy and saved its strength.

In the words of Xu Jingnan, it is precisely that the Asian financial crisis accelerated the restructuring of PEAK's old channels, thereby enhancing the whole enterprise, and laid a solid foundation for the great development after that.

Heng Heng: the opportunity to start internal management reform, Xu Lianjie, chief executive of Heng An Group, said that the example of the company in the 1998 financial turmoil is worth paying attention to.

According to introduction, in the face of the financial crisis in 1998, Heng An group started the internal management reform. Some of the pioneering shareholders and nearly forty elders who were close to retirement were discouraged. Some of them were Xu Lianjie's immediate family members, some of them were partners who worked together in the same village.

Heng An has achieved the simplification and rationalization of the internal structure of enterprises.

In the face of the most critical factor in capital development, in February 1998, Heng an officially launched the listing plan.

In December 8, 1998, Heng An listed on the Hongkong stock exchange with a price earnings ratio of 10 times.

After listing, in order to meet the regulatory requirements of listed companies, the enterprise quickly established a modern enterprise management system to fundamentally curb the declining trend of Heng An profit and break the "bottleneck" of Heng An development, so that Heng can truly enter the healthy development track of sustainable development.

Footwear industry: in the crisis, OEM and licensing are very important in Quanzhou's economy.

Its development process has a symbolic inspiration for various industries.

An old shoe industry veteran in Chai Tai, Jinjiang, said that the Asian financial crisis in 1998 changed the survival status of Quanzhou's footwear industry.

Faced with the fact that the market for sports shoes is becoming more and more difficult, many enterprises gradually realize that the profit margins of OEM production are getting smaller and smaller. The same quality shoes can be multiplied with foreign brands, while producers can only earn meager processing profits.

Quanzhou shoemaking enterprises are eager to have their own brands.

In 1999, Anta first hired Kong Linghui, the world champion of table tennis, as the spokesperson for the image, so that the Anta brand became a household name.

Other enterprises also get inspiration from them, and employ sports stars and acting stars as spokesmen.

As a result, after Anta, XTEP, 31st degree, Hongxing Erke and other sports brands sprang up like mushrooms, and a vigorous curtain building movement was opened.

In the short span of 10 years, the brand building movement has promoted the vigorous development of Quanzhou sports shoes brand, and Quanzhou has gradually developed from a sports shoes production base to a national famous brand base for sports shoes.

In recent years, with the successful listing of brands such as Anta, XTEP and Hongxing Erke, Quanzhou brand has launched a new wave of marching into the capital market. With the expansion of the scale and brand of a batch of enterprises, enterprises need a new round of upgrading in terms of technology, equipment, talent, management and marketing, so as to meet the more intense market competition demand under the background of international economic integration.

According to incomplete statistics, the number of Quanzhou sports brand stores across the country is close to 100 thousand.

It can be said that the sports shoes industry in Quanzhou has created a miracle for Chinese private enterprises.

Consensus: quality starts, brand opening, Quanzhou Entrepreneurs Conference, we all have this consensus: in the past 10 years, Quanzhou enterprises can sustain, move forward and continue to develop. The key is to adhere to the development path of quality start, ISO and brand opening, and actively cultivate their own brands, and constantly improve product quality and market competitiveness.

In 1999, Quanzhou began to promote the implementation of enterprise certification standards. Hundreds of enterprises passed the ISO9000 quality system certification in that year.

At present, there are more than 2000 enterprises that have been certified by various management systems, including ISO9000 quality certification, ISO14000 environmental certification, ISO22000 food hygiene and safety certification, ISO18000 occupational health and safety certification and so on four series. China's well known trademark has developed from the first one in 1999 to the current 31, and the Chinese famous brand product has developed from 5 in 2002 to 46 currently.

Over the past 10 years, Quanzhou's enterprises have been supporting the city's total economic volume for 10 consecutive years in the first place in the province. At the same time, it has effectively molded the "brand capital" city image, enhanced the visibility and reputation of Quanzhou's cities, and promoted our urban development to form such a scale today, thus promoting the development and progress of the whole society.

Yang Jing: editor in charge