Can Putian Shoe Merchants Get Out Of The Way

As early as the 80s of last century, Putian, Fujian Shoe enterprises Nike, Adidas and other well-known sports brands have done foundry, production technology and capabilities are good. However, now that Putian is mentioned, more people's recognition of it is a large number of counterfeit brand sports shoes. The coastal city of Fujian Province has been crowned as an "disgraceful shoe city".

Last year, "3. 15", the local industry and Commerce Bureau organized counterfeiting and shoemaking operations, burning off the whole 19 trucks, and having a very good production capacity of Putian shoe merchants, realized that the transformation was imminent. Many shoe companies began to create their own brands, and developed to the O2O mode and the supply of Taobao shopkeepers.

Under the transformation of "fake economy", can Putian shoe dealers go out of their way and usher in new business opportunities?

After the "American time" Anfu electric mall, most of the fake shoes are off the shelves.

6 hours after the train ride, the reporter came from Hangzhou to Fujian, Putian, which is known for producing fake shoes. Near 10 in the evening, shops and shops in most cities have been closed, but there is a rush hour for business transactions.

Taxi driver told reporters: "11 o'clock in the morning to the early morning, Putian downtown market will begin to jam, if you want to buy shoes, you can take advantage of this time to stroll around." A large number of shoe shops in Putian are concentrated in an area called Anfu District, and now it is renamed as Anfu electric mall. Near 11 o'clock in the evening, reporters came here, looking around, everywhere tricycles, motorcycles, small trucks, traffic flow is running back and forth, carrying a stack of shoe boxes courier. When many people turn off the lights and go to bed, the Anfu mall is boiling.

The shop assistant collated the unclear cardboard boxes, which were all brisk shoeboxes. The boss attached to the boxes and loaded them onto the truck. The courier used the tape to wrap up the packages. This busy scene lasts until two o'clock in the morning.

Because of such a business rhythm, local drivers joked that "Putian people spend time in the United States, there are no people in the daytime, and all the shops and restaurants in the night are open."

In the rush hour, you can see someone holding the shoes box of the "Nike", "new Bai Lun" and "clover", coming from the road opposite the electric mall. Since last year's online shopping platform began to fight against counterfeiting, some businesses have not rashly installed these high imitation sneakers directly in the store. In private, it was revealed that only some regular customers who came here often could get these high imitation shoes. Engaged in high imitation shoes wholesale businesses, hiding the warehouse in the neighborhood near the mall. Even when some old customers get goods in the morning, the transaction may take place in the roadside car.

However, the number of such businessmen and high imitation shoes has become less and less.

A shoe style shop owner, like TOMS, told reporters that most of the wholesale customers of this store are Taobao sellers. "This year, a lot of shoe manufacturers are here. Independent brand No one dares to put up big imitation shoes in the shop.

A family of small shoes spread out in the district downstairs, after the electric business fake, the old shop's striking "Nike", "Adidas" and "new hundred Lun" and other sports shoes disappeared. However, you can still find traces of plagiarism in sports shoes at the store, for example, some shops sell sports shoes similar to new ones, Logo is "NBH", and Nike style sports shoes turn the hooked Logo into several curved curves.

Why did you lose your way in the famous brand shoes factory?

In fact, as an important production base for the national footwear export industry, since the 80s of last century, Nike, Adidas, Puma, Timberland and other world-famous sports brands have set up processing plants in Putian. With this westerly wind, a large number of shoemaking enterprises have sprung up in Putian. They have accumulated a large amount of the world's leading 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 been adding production lines to Vietnam and Indonesia. The footwear industry that has been walking in Putian for more than 30 years is beginning to emerge fatigue. Data show that there are about 3000 factories with independent production capacity in Putian, and the annual production capacity of sports shoes can reach over 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 road. "Putian shoes" gradually become the "counterfeit" endorsement. Since 2010, the Putian municipal government has been stepping up its efforts to crack down on counterfeiting and providing policy support and preferential policies to manufacturers. However, Putian shoe companies accustomed to processing mode have not been able to find a good direction. brand There are few independent brands that have grown up, developed and sold with limited achievements.

Self created brand "Voight", Putian footwear enterprises rely on the rapid growth of the Internet model.

In Putian, a more successful company named "Voight" was founded in 1993. It was once a foundry factory of CONVERSE. Cai Jinhui, founder, told reporters: "starting from the 2005" Voight "brand launched the" 100 store project ", the peak time has opened more than 1700 stores, the company's peak period, the monthly capacity reached 20 thousand pairs. With the decline of the offline market, Voight stores gradually closed hundreds of stores, and its output shrank to 8000 pairs a month, and enterprises faced development crisis.

At this juncture, Cai Jinhui turned his sights on the Internet. He quickly set up a professional electricity supplier team of 50 people, and plans to expand the team to 300 people in the future. Since joining the electricity supplier in 2008, "Voight" participated in the "double 11" activities for the first time. The amount of online transactions was 10 million yuan on that day, and by 2013, the figure had changed to 60 million yuan. Today, the volume of transactions on the e-commerce platform accounts for a large proportion of the sales of "Voight". When the reporter interviewed, the company personnel introduced, "now, every day online orders roughly 6000 to 8000 single, with each 100 to 150 yuan calculation, every day online sales amount to millions of yuan."

In addition to creating its own brand, Cai Jinhui said that at present, the factory has also acquired some foreign brands for processing. Although there are international trade orders for big enterprises, they do not want to put aside their pursuit of their own brands. With the recent financing opportunities, Cai Jinhui decided to reshape the "Voight" brand.

"Internet +" activates "Chinese quality manufacturing", and Putian shoe enterprises usher in new business opportunities.

Since last year, the Alibaba has launched a massive online anti-counterfeiting activity, but such a simple anti fake mode can not solve the spread of fake goods online and offline. "Counterfeiting starts from the source of goods, but the quality of shoes produced by a large number of manufacturing enterprises in Putian and the quality of shoes of many world-class sports shoes is quite similar, and helping them make brand new resource integration has become a new goal of Alibaba."

How to dredge the transformation and upgrading of these fake production chains? After the communication between Putian municipal government and Alibaba group, the government decided to combine website management and government management closely, combine with the combination of online and offline, and let some high-quality self created brands develop first, so that more enterprises can find new outlets and directions, so that more counterfeiting and selling businesses can take the initiative to transform and become the distribution channel of their own brands, which may be a feasible way.

In the first year of 2015, Alibaba group launched "China made" to support a number of high-quality and high standard independent brands, and promoted the transformation and upgrading of traditional manufacturing enterprises. The first stop is in Putian.

In March, Taobao sports industry category "Xiao 2", with the assistance of local government and electric business association, visited almost all the local shoe processing enterprises in Putian, and selected 7 shoe "test water" that best represents the local shoe making technology and independent innovation from more than 100 shoe manufacturers.

In March 29th, on Taobao and Juhuasuan, "made in China". Putian good shoes On the line, Weng Yuyao, mayor of Putian, personally endorsed 4 brands of Putian, such as Luo Chi, "Ying Zhao", "Si Weiqi" and "Voight", and said that Putian people should "make good Chinese shoes with international standards". In less than 4 days, the mayor played more than 500 thousand videos of shoes online, 7 shoes sold nearly 80 thousand pairs, and on the first day it sold an average of 4 seconds to sell a pair of records. Among them, Miss Vic's high rainbow canvas shoes sold more than 1 pairs in 4 days, especially its color DIY customized shoes attracted 18 thousand people to participate in the design and produced more than 1800 kinds of color combinations.

Under the joint guidance of the Putian government and the electricity suppliers association, the enthusiasm of local shoe enterprises was soon ignited. In just a half month, more than 50 shoe companies have proposed the intention of transformation and upgrading to the government of Putian and Ali group.

For Putian shoe dealers, after the storm, they will never miss the opportunity to upgrade and develop their own brands for any omissions or mistakes. For example, Putian shoes enterprises do their own brand more successful Si Wei Qi, its vulcanized shoes craft is excellent (factory part of the production line is for H&M, ZARA, TOMS, K-7, Looklife, BBC and other processing), but Si Wei Chi's recognition is still far lower than CONVERSE, and even later than the show Vance. In order to develop its own brand, sunway sporting goods Co., Ltd. invested nearly 300 million yuan in the promotion of Si Wei Qi brand.

Now, in Putian, many brands are relatively stable shoe manufacturers, are the money earned by the foundry to hit the brand, and finally can hit a bright road, is still an unknown number.