Jinjiang Shoes And Clothing Enterprises Such As Anta And PEAK Are In A Dilemma Of Homogenization.

stay Quanzhou It is not easy to find an enterprise that has little relationship with footwear industry in Jinjiang. As the largest economy in Quanzhou, there are many famous domestic enterprises such as Qipai, Jin Ba, seven wolves, Anta, PEAK, Hongxing Erke and so on.

Jinjiang Jiali Industrial Co., Ltd., a company that manufactures toy cars for children, even makes clothes.

"In those days, shoes and clothing were a very good industry. We did other people's work. However, since the financial crisis, the industry has begun to slide, and we have also cut down many clothing businesses." Xu Haiqing, chairman of Jiali industry, told reporters.

" crisis It hasn't come yet, but it's not far away. At present, the order of enterprises has been decreasing. What is most feared now is that the government will include shoes and clothing in overcapacity industry in the future. This will mean that banks need to borrow money and the capital flow should be strained. In addition, next year, the whole country will implement new environmental protection requirements. Many enterprises have been operating very hard. Next, I am afraid more enterprises will go bankrupt. " A person in charge of the footwear industry in Quanzhou said.

In July this year, Ding Hui, chairman of the company, "along with the money to run the road", the Fujian 01353.HK, which has just been listed for six months in Hongkong, became a "black hole" overnight. The crisis of Quanzhou shoe and clothing enterprises was exposed to the world.

　　 Comparison "Crisis", local officials prefer to use "winter", "spanformation" and other words to describe the current situation.

Lin Yonghong, deputy director of Jinjiang economic and Trade Bureau, said: "there are more than 2000 shoe making enterprises in Jinjiang. The total production capacity is more than 36 million pairs per year, and there are also leather, shoes, fabrics, printing and dyeing industries at the two ends of the industrial chain. These industries account for more than half of Jinjiang's total industrial output. At least 2 years ago, the industry has entered the threshold of spanformation and upgrading.

Wang Maoquan, vice mayor of Jinjiang, told reporters in a written interview that the Jinjiang sports brand was plunged into a "cold winter" after the second half of 2012, due to the downturn in domestic consumption, the slump of terminal sales and the homogenization of products.

Jinjiang is facing not only clothing problems, but also the production of baby cars.

"We have been making toys since 1997. In 2000, there were only two or three enterprises in China. More than 10 years ago, now the industry is also facing the problem of homogenization. Many factories begin to imitate when you produce, imitate quickly, and apply for a patent. Xu Haiqing said.

Xu Haiqing's experience is also a headache for Quanzhou bosses: when the industry is good, they rush into mass action; when the industry is poor, everyone has to spanform.

"Transformation will ultimately solve the problem of innovation." Lin Yonghong said.

"We are adjusting, and we want to do research and development, sales and outsourcing." Xu Haiqing said.

Ding Sien, deputy general manager of Mao Tai (Fujian) shoes material Co., Ltd. is "scientific and technological innovation".

"For our industry, what we earn now is a bit of processing money, everyone is fighting the price, and it is hard for the product to have a brand value added. Better management, lower product defective rate, greater advantage. " Ding Sien said.

In 2009, Maotai shoe material set up the sole sole research and development center in Fujian province. "Alone, we spent 20 million or 20 people doing scientific research. Although there is no big effect yet, this lab can reduce the cost of our mistakes. " Ding Sien told reporters.

However, Ding Sien also regrets, "innovation has great risks, and only a few are really successful. Many patents are difficult to spanform, but for large enterprises, they still need to be done. "

The government of Jinjiang is also aware of the problem and is gradually increasing its guidance in scientific and technological innovation.

"Last year, we got more than a dozen invention patents, a reward of 40 thousand yuan, and got a subsidy of five million and six million." Ding Sien said.

Lin Yonghong told reporters that in Jinjiang, big enterprises such as Maotai shoe materials are making innovations themselves, while some small and medium-sized enterprises will provide them with public service platforms.

The public service platform mentioned by Lin Yonghong is similar to Hongshan cultural creation Park, three innovation park, small and medium-sized enterprise science and technology service platform, Productivity Promotion Center, textile shoes and clothing personnel training and technology research and development center, which is invested by the government.

Wang Maoquan said that there have been some achievements in this respect, for example, some enterprises in ceramic industry have applied ceramic tile automatic packaging line, and each production line has reduced more than 20 operators for ceramic enterprises. This product has been developed successfully on the public service platform.

Apart from the public service platform, Jinjiang has strong support for some emerging industries.

Fujian Na Jin Network Information Technology Co., Ltd. is a experience 3D display, industrial creative design company. Wu Shisheng, director of the company's operation director, told reporters: "we moved from the town to Jinjiang International Industrial Design Park for more than a month. The Secretary (the Secretary of the Jinjiang municipal Party committee, Chen Rongfa) came 4 times, and the mayor came two times. Our venues were all coordinated by the leaders, three years free of rent, and about one hundred thousand saved a year."

"The homogenization of Quanzhou enterprises is very serious. Many enterprises do not have their own designer team, and they have a good designer, some about 1000000 a year, and the cost is very high. In case of case collection on the net, the cost is reduced, and more resources can be selected. Wu Shisheng said.

Homogenization, the corresponding solution is differentiated management.

Wang Maoquan said, in the market forced, starting last year, a number of sports brands have launched channels and capacity restructuring work, through the cultivation of sub line brand, personalized products, differentiated marketing, to seek breakthroughs. After more than a year of adjustment, Jinjiang's sports industry has been going out of the trough since the beginning of this year to achieve restorative growth. "In the first half of, Anta's revenue grew by 28.3% over the same period last year, and the growth rate of orders in the first half of 361 degrees, del Hui and Jordan reached 10%," he said.

Ding Shizhong, chief executive officer of Anta (China) Limited, said: "at present, Anta still has 791 million yuan stock, but the ratio of Treasury to sales is declining. At present, Anta is in a healthy state."

In addition to differentiated marketing, Ding Shizhong attributed the latest changes to organizational change and technology input. "In the first half of this year, Anta's investment in scientific research was 4.2% of the cost of sales, which was close to 95 million yuan."

Ding Shizhong said frankly, Anta's recovery does not mean the recovery of the whole industry. Not all enterprises can come out of the trough. In the short term, domestic brands will still face serious problems of homogenization and fierce competition.