Jiangsu Jiangdu Industry And Commerce: Support For Shoe Enterprises To Solve Breakout Path

"So many of the finished shoes are on display, how did it go?" the writer came to the Jiangsu Carson Footwear Company Limited with the industrial and commercial cadres. He saw far from the corridor and workshop a large number of well packed cartons.

In the face of the author's doubt, Jiang Feng, director of the office of the company, said, "these shoes are sent to Zhejiang, and the logistics company is coming. Now the production line is very busy."

However, in the past few years, the homogenization of Jiangdu footwear industry intensified competition, cost increases, orders fell, Yangzhou Jiangdu industry and Commerce Bureau to actively integrate, want to recruit force, boosting shoe enterprises "pformation breakthrough", changed the status of Jiangdu footwear industry.

Main technology brand wins market with innovation

Yangzhou Jiangdu District, known as "shoes capital of eastern China", has a long history of traditional shoe making industry.

According to statistics, there are nearly 4000 shoemaking enterprises in the area. Last year, 7000 pairs of leather shoes and shoes were sold and sold, and sales amounted to 6 billion yuan.

Domestic and foreign

The impact of the continued downturn in the consumer market, Jiangdu footwear products orders decline, backlog continues to increase, shoe enterprises to survive and develop are facing unprecedented challenges.

"Play a good technological innovation card, help enterprises to find new breakout advantages, use personalized to seize the market and increase the added value of products."

Lin Yonggui, director of Jiangdu industry and Commerce Bureau, said.

The bureau took the initiative to go south with the enterprise to find "husband's family" to help enterprises cooperate with Fujian and Zhejiang famous brand shoe enterprises and research institutes within and outside the province, increase investment in science and technology, work hard on product styles and functions, and further expand the market.

According to Jiang Feng, in order to pform breakthroughs, Jiangsu Technology Co., Ltd. has invested more than one million yuan in science and technology in recent two years, and applied for more than 50 patents, laying the foundation for product innovation.

From January to September this year, the company has sold 300 thousand pairs of leather shoes for women and men, with sales amounting to more than 5000 yuan.

Earn more money and take the brand road.

Nowadays, under the increasingly fierce competition in the footwear industry, OEM is no longer the way for enterprises to survive and develop. Building their own brand is the breakthrough strategy.

According to the person in charge of the Jiangdu industry and Commerce Bureau, the board insists that the implementation of brand strategy should be integrated into the development of shoemaking enterprises, and the brand awareness of enterprises should be enhanced by guiding the establishment of footwear associations and issuing trademark registration proposals.

The industry and Commerce Bureau is also looking for the trademark economic growth point in leading enterprises, establishing a linkage mechanism, conducting door-to-door guidance and tracking services in the light of the problems existing in the licensing of enterprises.

"In the past, we mainly made OEM processing for enterprises in Fujian and Zhejiang, with small profit margins and bad business.

Since the industry and Commerce Department has helped us to apply for registration of the brand, we have begun to play our own brand, pricing and selling ourselves.

Chen Lianghai, chairman of Jiangsu rathan Shoes Co., Ltd.

This year, the company has an output value of more than 3000 yuan.

According to statistics, there are 570 registered trademarks of Jiangdu shoe enterprises, among which 2 are well-known trademarks, 5 are famous trademarks, 8 are famous trademarks, 24 are international trademarks, and 136 are granted patents.

Brand forming the unique competitiveness of enterprises has become an important support for the survival and development of Jiangdu shoe enterprises.

Build new space with e-commerce platform

To change the "one leg" operation of the entity enterprise, to realize the "two legged" walking on the line and to open up new sales space has become a new path for the development of many shoe enterprises in Jiangdu.

The industrial and commercial bureau takes the reform of registered capital registration system as an opportunity to promote the development of e-commerce as a breakthrough in promoting the development of footwear industry. Through training, it guides shoes enterprises to adopt the "entity + online store" mode of combining virtual and reality, and moves men's and women's leather shoes onto Alibaba's Internet. At the same time, combined with modern logistics companies, the industry chain of product supply, online sales and express delivery has been formed, and new channels for product sales have been opened up.

There are more than 1000 online stores and retailers in the Xianghe street and shoe wholesale market in the Middle Jiangsu commercial and Trade Center. The number of shoes sold is over 2 million pairs per day, and the annual sales volume has exceeded 1 billion yuan.

Jiangdu's shoe enterprises are opening up new space for survival and development.

While guiding the development of e-commerce, the Jiangdu industry and Commerce Bureau has also strengthened the supervision of the network market. Relying on the "red shield Jiangdu online" service platform and the 12315 complaint reporting website, it regularly releases consumer alerts and rights protection cases. It checks and interviews "online brand" and online shops suspected of trademark infringement, and promptly deals with online consumer complaints, and effectively protects consumers' rights and interests and the operation environment of the network market.