Analysis Of The Transformation And Upgrading Of Self Created Brand

On the Taobao website, "Putian" is closely related to the words "high imitation" and "fake". According to incomplete statistics, in 2014 alone, Taobao seized more than 120 thousand accounts of Putian sellers, including 32 thousand sellers of repeat offenders. The online and offline anti counterfeiting data of Taobao and public security departments showed that nearly 9 of the fake sales groups came from the ten main regions. The top three regions were distributed in the Pearl River Delta, the Yangtze River Delta and the southeastern region with Putian as the core. Because the production and sale of counterfeit sports shoes in Putian can be described as "reputation outside", consumers who have a lingering fear often vote against "sneakers" on local sports shoes. Some local sales groups are not reconciled, and even "leave home" choose to register in different places and continue to act illegally.

In April 2014, Taobao found that the number of counterfeit sports shoes for Shanghai had risen sharply through the verification of big data. The real reason behind this is that Fujian's counterfeiting and selling bands are being organized to go to Shanghai for delivery elsewhere. Subsequently, the Economic Investigation Detachment of the Fengxian branch of Shanghai Public Security Bureau destroyed the Putian as the source of production. The distribution network involved Shanghai, Zhejiang, Fujian, Hunan and other places, producing and selling counterfeit brand sports shoes, involving a total value of up to about 21500000 yuan.

In November 2014, "Putian Chen and others sold and manufactured counterfeit registered trademark cases" successfully cracked: Putian economic investigation team, under the active cooperation of Ali security team, joined the police of Shanghai, Zhejiang and Guangdong. In Putian, Shanghai, Hangzhou, Guangzhou and other places, 11 suspects suspected of illegally manufacturing and selling counterfeit registered trademarks were seized in one fell swoop, and more than 5 pairs of brand sports shoes such as counterfeit Nike, Adidas and new brun were seized. The amount involved was nearly 500 million yuan, which completely destroyed a criminal industry chain which illegally manufactured and sold counterfeit registered trademark sports shoes to obtain illegal interests.

At the end of 2014, in order to solve the root causes of local counterfeiting and selling, Alibaba group security department and industry operation two went to Putian to conduct in-depth communication with the local government. It is understood that the Putian municipal government has not made much effort in recent years to take off the hat of "fake shoes capital".

As an important production base for the export of national shoes industry, Nike, Adidas, PUMA, Timberland and other world-famous sports brands have made Putian as a processing factory since the 80s of last century. With this westerly wind, a large number of shoemaking enterprises have sprung up in Putian, which have accumulated a large number of the world's top level. Shoe making technology And experience.

However, with the rising price of raw materials and rising labor costs, Adidas, Nike, Clarks, K-Swiss and other shoe manufacturers have added production lines in Vietnam and Indonesia. The shoe industry that has been walking in Putian for over 30 years is beginning to feel weak. Data show that Putian There are about 3000 factories with independent production capacity, and the annual production capacity of sports shoes is up to 20 billion pairs, but the maximum idle capacity exceeds 1 billion 200 million pairs.

In order to survive, some enterprises have to take the wrong way. "Putian shoes" have become the "counterfeit" endorsement words. Since 2010, the Putian municipal government has been stepping up its efforts to crack down on counterfeiting. Manufacturer Provide policy support and preferential treatment. However, Putian shoe enterprises, accustomed to processing mode, have not been able to find a good direction, and have limited achievements in brand promotion, development and sales.

The local 300 thousand e-commerce business, born on the Internet, has been forced to play cat and mouse games with law enforcement agencies because of the lack of good brand distribution.