Putian'S Shoe Business

In the evening of March 31st, the customer service girls specially prepared a sound box, which was next to the computer, recording with the cell phone: Ding Dong, Ding Dong.

Guo Jingqi wonder: "what are you doing?" a customer service said, "this is a historic moment. Is your voice so pleasant? Do you not know?" every Ding Dong is Taobao's last order, and the voice becomes dense finally: bite, sting, bite...

This day is defined by Guo Jing as the biggest success since his debut, his whole air cushion.

In the same day, more than 1.1 thousand pairs were sold, which made the company that sold hundreds of pairs of shoes on Tmall broke into the vegetable market, and the employees worked overtime all night.

From March 31st to April 3rd, with the four brands of seven brands such as Luo Chi, Si Weiqi, Voight and so on, on the line of Taobao and the endorsement video of mayor Weng Yuyao of Putian, Putian, mayor Weng said: "many of the patents of international big sports shoes are not developed and developed locally in Putian, but are developed locally in Putian."

On the 4 day, 80 thousand pairs of shoes were sold. On the first day, they sold one pair every 4 seconds.

After 10 a.m. on April 1st, Guo Jing began to listen to calls from all over the world seeking agency dealers. Before that, more than 100 dealers who approached Guo Jingyou were just waiting for onemix.

"Just like some Amoy brands, at the beginning they are dozens of dollars in the Internet, and as they grow up, their products can be sold for hundreds or even thousands of dollars."

Zhang Jianfeng, President of Alibaba China retail business group, also came to Putian. "We will not stipulate that Putian shoes can not be sold for two thousand yuan."

Thousand dollars sports shoes, that is

The international brands of Adidas, Reebok, PUMA, KAPPA and Timberland have been subcontracting in Putian since the 80s of last century.

Jiang Zhixiong, vice mayor of Putian, said that the export of footwear in Putian accounted for half of the city's exports, which amounted to 1 billion 500 million yuan a year, accounting for more than 30% of China's footwear exports.

Strong production capacity has also made Putian one of the most famous high shoe brands in the world, affecting the performance of the Putian municipal government and the stock price of Alibaba in the US.

In 2015, they tried to defend themselves with their own brands, so that Putian shoes industry could take the opportunity to pform.

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In April 2015, in the warehouse of Voight shoe factory in Putian, Fujian, employees were busy sending orders on Taobao.

Collecting orders online, printing express orders and distributing shoes according to the code has become a flow shop here.

Strong production capacity, smart Putian brain and sharp smell of money make Putian a high imitation shoe city.

Chen Wenbiao, chairman of Shuang Chi Industrial Co., in 1992, he studied shoes for two years. He joined his father's generation to collect tens of thousands of pieces of Qian Chengli's hand-made shoes factory and began to "make shoes all his life".

"At that time, it wasn't called entrepreneurship, just to survive, a little bit better than earning wages."

In 1995, Shuang Chi began to develop soccer shoes and was famous for football shoes in the industry.

In 2000, due to the demolition of old houses at home, Chen bought a nearby factory and began scale production.

Many shoe factories in Putian, which give Nike and Adidas OEM, start from family workshops.

After its establishment in 1990, double Chi first committed itself to the domestic market.

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"At that time, there was no trademark or trademark. Anyway, it was to do some sports shoes to get the market for sale.

One day doing hundreds of pairs, it is very difficult to sell goods to all parts of the country, and the collection has to run to all parts of the country, collecting one hundred thousand yuan and not knowing how many calls to make.

Chen Wenbiao feels this model is hard to develop.

In 1995, a friend introduced an external order, "hundreds of thousands, millions of pairs at the same time, the amount added up in the past few years is not so much", and the receipt is easy. When the goods arrive, they will receive cheque, or even let the buyer advance the payment.

In the middle of 90s, when China made the take-off, the mature foreign market made Putian shoe industry feel the feeling of manufacturers. Putian also shifted from domestic sales to foreign trade.

After making the seven generation of American first-line brands, Cai Jinhui, chairman of Voight sporting goods company, decided to make his own brand.

In 2000, when Cai Jinhui set up the first shoe research center in Putian, the domestic market had not yet started, and the brands such as Anta and XTEP were still very small. The Jinjiang shoe industry in one city was also dominated by Russia's border trade.

Voight is also a family business. Basketball shoes are well known in the industry. The 60 thousand folding soles are higher than 40 thousand times of a big brand abroad.

Voight in the peak period has nearly 2000 stores in the country, 1 million in a direct store, and 300 thousand to 500 thousand yuan in the franchisee.

Today, Voight's old factory buildings are still in use in 90s, and the old, grizzled old staff are skilled at brushing their shoes.

"Some of them began to do with me from their teens, now more than 20 years."

Cai Jinhui's son has just returned from New Zealand to study and returned home. He was appointed by the old Cai committee to take charge of Voight's most important foreign trade business.

Domestic sales or foreign trade, Cai Jinhui did not stick to a city, "a few years ago, the domestic sales are bad, the center of gravity is back to the foreign trade."

In recent years, rent has risen and shops are easy to lose money. Voight closed 100 stores last year, "not all of them, but all the brands are finished."

Cai Jinhui disclosed that the cost of building a brand is more than several hundred million yuan.

According to the data of Putian Footwear Association, there are about 3000 factories with independent production capacity in Putian, including 310 large-scale enterprises, 300 registered brands, and billions of output value in one year.

Chen Wenbiao said that in 2015, the output of double cars should be between 13 million and 14 million pairs and about one million domestic sales.

Cai Jinhui also disclosed that a SASAC owned enterprise in Beijing has invested 300 million yuan to Voight to integrate the production and supply system of the shoe industry.

Strong production capacity, smart Putian brain and sharp smell of money make Putian a high imitation shoe city.

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Left: the former high profile shoes distribution center Anfu district has been pformed into an Anfu mall by the Putian municipal government, and many Internet companies headed by Alibaba are in this layout.

/ right picture: from the past blocking Putian shoe store IP to implementing business identity authentication, Taobao and Putian footwear industry are working hard to break in and rebuild Putian's footwear brand.

"If you find a fake, he says you earn 1 million, you have to admit it right away, otherwise he will say that you earn 2 million, and you will take 2 million out to leave."

Driver He Xiaofei (pseudonym) has not sold shoes for a long time, not only because of the severe crackdown between the government and Taobao in recent two years, but also because there are too many people selling shoes, and in Putian, he can not send Nike shoes to Taobao -- Taobao blocked the Nike of Putian IP.

"High imitation", "super A" and "1:1" seem to have the experience of selling shoes for every Putian citizen.

Anfu District, Chengxiang District, Putian, is a distributing center for counterfeit shoes. During the day, all shoe stores are closed. Some shops have only one leg of shoes, but they do not sell them.

One night, a box of shoes with Nike and Adidas logo will come in and out of the cell.

This is the most prosperous scene of Anfu district.

He Xiaofei remembers, "Anfu is the earliest mountain, and the cremation ground is on the hill. Although it is built now, there are still cemetery on the hill."

You can't buy shoes directly. You need to submit an order on QQ before five p.m., then knock the door to the seller store after 89 o'clock in the evening, the password on the newspaper - your QQ number, then pick up the goods, and the name of the order will be written on the shoebox.

"They will not bring extra shoes. If they are checked, they will be unlucky."

Even after washing hands for many years, He Xiaofei is still familiar with it. "My cousin is a shoe factory. The fake Nike made in Putian is the best in the country, and the 1:1 is only two hundred yuan.

The new model that has just been listed in the United States has to be sold here. "

In Anfu District, express delivery is more busier than shoe sellers, and dozens of couriers wait for orders.

"Do you want to receive money from express delivery or courier? Our courier orders have to receive two yuan -- except for SF and EMS, the courier here can't be delivered every day."

This is the peak of Anfu district.

"A pair of fake Nike 90 pieces, wholesale in the factory, about 60 yuan, wholesale one pair earn 30 yuan.

Shoe factory costs forty or fifty yuan.

When the foam glue is injected into the mold, the sole will come out.

The fabric is bought in large quantities and cut out one by one.

He Xiaofei said, "we sold relatively regular, organic small ticket, and warranty card, 50 Fen copies."

Those who sell shoes are slightly larger, ordering directly from shoe factories, and then wholesale at Anfu.

In the case of a shoe mold, the 500 pairs are set up. If you make a shoe mold separately, you need tens of thousands of pieces.

"They explode money in Taobao, that is, 500 pairs, one pair sells 150 pieces, each pair makes 100 yuan, then can earn 50 thousand yuan once."

He Xiaofei has a friend. Last year, "double eleven" sold 1000 pairs a day, making 100 thousand yuan.

There are many people making money, and many people have trouble.

It is easy to be arrested if the scale is bigger.

After getting the goods in Putian, I was arrested on the way to Guangzhou.

"Millions of millions and millions of people have been arrested.

It's very safe to earn hundreds of thousands of dollars a year.

He Xiaofei talked about this very excited: "if you find a fake, he said you earned 1 million, you have to admit immediately, otherwise he will say that you earn 2 million, you have to take 2 million out, before leaving."

He Xiaofei once sold shoes for full-time, but he didn't do it. When he entered, Taobao had begun to become standard, and Nike in Putian was no longer available.

"Shoes in early years can be sold as long as they are put on Taobao. There is nothing true or false."

He Xiaofei talked about the origin of counterfeit Nike: in 90s, before it was counterfeited, Nike's foundry had some bad quality cut out into two or three sections of shoes. "Some people sell them on the seam, 50 yuan a pair, many people buy them. This is the earliest Nike, with good quality, except for rainy days."

He Xiaofei described the cause of the industry: "the machine that made shoes later was cheaper, and a small number of people could afford the machine, and the fake shoes became popular.

Now a machine needs hundreds of thousands of dollars, unlike millions of millions of years ago. How can there be so much money?

In 2010, Putian was determined to reform the counterfeit industry chain.

Wu Haiduan, deputy director of the Putian economic and Trade Commission recalled that he remembered that the head of the district said, "if I do not knock off the fake and inferior, I will remove my district chief."

"Dozens of people go in every year."

A Putian shoe factory owner said, "the local government has a headache, and the Alibaba has a headache."

In 2014, Alibaba cleared 130 million fake products.

"Nearly 130 million of these 90% are Taobao's initiative to discover and first sell and punish sellers.

In 2014, Alibaba reported the sale of fake information to the public security department for more than 1000 times throughout the year, and arrested more than 100 people.

Ni Liang, senior director of Alibaba safety department, also came to Putian: "under such a high pressure situation, we find that fake goods will still be there.

Putian has very good productivity. If those shoes don't have Nike's logo and no ADI's logo, they can become very positive energy.

Ni Liang hopes that the launch of his own brand can absorb the capacity of Putian, so that people who produce fake products will not produce fake products, and produce original brands can also have food to eat, or even earn more.

In March 15, 2014, the Putian industrial and commercial bureau sent 19 trucks and more than 20 thousand pairs of "designer shoes" into the firing room of the thermal power plant to show the determination to fight against counterfeiting.

"It's hard to catch up. You see, when the Putian people come out at night, all the bags are shoes.

Such shoes are usually done secretly in rural villages. "

He Xiaofei said, "fake shoes are cheaper than you, selling more expensive than you, and selling better than you.

How do you say your own brand? "{page_break}

The cafe underneath the office building of Anfu District, Putian, Fujian, has become a gathering place for entrepreneurs to exchange their electricity supplier experience.

Putian shoe industry has appeared the phenomenon of millet business mode impacting Lenovo chain store mode.

Guo Jing has never been so confident in his brand.

In April 25th, the second round of Taobao Juhuasuan group purchase, Guo Jing prepared fifty thousand pairs of shoes, increased two generation plants, stocking amount about ten million yuan.

The former Nike foundries B engineer worked for six years in the Nike factory next to her village. "Working in Taiwan, everyone says how Taiwanese have money, and I hate them."

In 2010, even Guo Jing, who didn't understand QQ, heard that people could make money by selling some customer service on Taobao.

Guo Jing rented a suite and recruited ten customer service.

Customer service ask: boss, what do you want to sell? Guo Jing said: how do you sell when people sell you?

Customer service again asked: what products do you have? Guo Jing said: the product is still developing.

After failing to make a pair of jeans, Guo Jing tried to make men's casual shoes, and after making them, "I felt rather wrong about comparison."

In 2012, Guo Jing spent sixty thousand yuan on Taobao and bought the shoes. "From more than 100 to a few hundred pairs, I am not satisfied."

At that time, Guo Jing simply did not dare to think of producing sports shoes.

In April 2014, Guo Jing's two onemix sold five pairs on Tmall online for eight days. "Very excited, our own registered brand is also bought"! By 2014, double eleven, Guo Jing has launched more than 30 models.

Some customers ask Guo Jing in the after-sale group: is onemix imitation Nike appearance? Guo Jing directly answers: we will certainly have some elements in design.

The customer said, "the imitation is very good." at the beginning, we also had some unique designs, but there were not many audiences, so there was no brand awareness, and consumers were hard to accept.

Guo Jing explained: "design elements are copied from big brands, and their innovation is only in a small place.

A lawsuit between ADI and Nike has also been fought.

The design + OEM mode + Putian experience store, which appealing to consumers, is the mainstream business model of Putian people in the Internet era in the past two years.

Guo Jing studied millet beyond association mode: "they (Putian's old brand) will do some advertising, I will not, instead of throwing money on the platform, directly to consumers."

Voight did not pay much attention to Taobao in last year's "double eleven". In the end of March, the first round of group buying was only based on inventory products. "The result is beyond our expectations".

In recent years, Cai Jinhui, who was only concerned about the Internet channel, decided to "pfer the focus to the electricity supplier". "At present, online sales account for more than 10%, and this year's target 20%".

Cai Jinhui also found that "the most important thing is the product design, and the main selling products on Taobao are fashion products".

Guo Jing said: "some of our predecessors have encountered many setbacks in physical sales and are very cautious about inventory.

So there is a chance that they dare not spell too much.

We are different, we are the brand for the electricity supplier, the opportunity has come, certainly must give full play to. "

Advertising, asking stars, opening stores, doing wholesale, ordering orders...

This is the traditional model of shoe industry brand, but this mode has been questioned in the new round of entrepreneurship of Putian shoe brand in 2015.

Many rising stars rarely consider opening shop under the line. On the other hand, in order to eliminate the price disrupting system of goods distribution, all the shoes of Guo Jingba are shipped to their own management. Agents only provide customers' addresses and names to get rebates.

Like all the Putian brands that came from 2000, she also took a detour in the physical store. In 2013, there were more than 1100 stores in the country. Now, she has been shrinking the stores and turning her energy to the electricity supplier.

Putian shoe industry has appeared the phenomenon of millet business mode impacting Lenovo chain store mode.