Putian Shoe Industry: Create Brand With Quality, Support Market By Electricity Supplier

Shoe industry has always been the largest industry in Putian, and decades of foreign trade processing have made Putian shoe industry have a complete industrial chain and world-class technology level. And counterfeiting has become one of the most troublesome tasks of local governments.

The national quality month has just passed, but for Fujian Putian, this year's quality month does not have any meaning.

" Good shoes in Putian The standard drafting group is carrying out final verification on the 60 thousand fold or 80 thousand times of the folding resistance of footwear products (the current national standard is 40 thousand times).

A boss insisted on taking reporters to see their testing laboratory. "We just bought a few new equipment, that's the most worthwhile place for us to see."

At present, the most popular talent market in Putian is not front-line workers, but from South Korea and the United States. Shoe designer "How many designers can be digested in Putian?" The shoe factory owner who said this sentence was worried last year that he could not borrow money from the bank.

"In a few years, it is possible for us to have a famous brand like Nike and Adidas in Putian." Jiang Zhixiong, vice mayor of Putian, is full of confidence.

The semantic meaning of quality seems to be a new development here. It not only gives everyone a good breath, but also adds new vitality to the Putian sports shoes industry, which has been struggling in the process of spanformation and upgrading.

Change of idea

"Quality is the empathy with consumers."

Every afternoon, there is a "save program" for the 5 floor of headquarters. The edge line is not smooth, and the tongue and shoe joint is crooked one or two centimeters. As long as the quality inspector finds it impossible to repair the shoes, they must be shred by scissors and knife.

"Like this pair of shoes, the cost will be more than 100 yuan, and when it is cut, it really hurts. But only let everyone feel the pain of feeling, next time will remember, so that the quality will be guaranteed. Guo Jing, the founder of search for brand, said.

Putian was once home. Foreign trade shoes Processing the main battlefield, the B products (defective but does not affect the wearing shoes) discount treatment to reduce losses, is also the industry's many years of "old rules." And last year, just produced the first pair of shoes of their own brand search, but with the act of cutting shoes, announced their differences.

On the wall of the workshop, there is such a slogan: "quality is to think with consumers," while "Chinese made" activities enable them to achieve "quick thinking" quickly. In the search and development department, the China Quality News reporter saw 8 soles, from the initial square to the "Zhang Yuyi generation", the circle, to the herringbone, wavy, raindrop shape until the final "octopus two generation", each shoe sole light only cost 6000 yuan, and the improved power comes from the feedback from the online shopping buyer for the anti slip performance of the sole. "Sometimes consumers demand more than the country." Guo Jing said.

In April this year, Alibaba launched the "China made" activities, and achieved a rapid increase in brand attention: the first phase of the event sold more than 10000 pairs of shoes, but only several pairs sold on the Internet before. And to seek respect for quality and consumer needs, let him sell from a "nameless" to Taobao sports shoes brand fourth -- the top 3 are international brands.

In the view of Guo Jing, participation in "Chinese manufacturing" can "change fate" and let him deeply feel the power of the Internet. He expects that the quality inspection department and Alibaba can further enhance the supervision of the quality of online shopping products. "The stricter control is, the more beneficial it will be for us."

Change of details

"Quality is the effort to see where we can't see".

Probably few people will find that there is a rectangular black area beneath the foot center of the lo Chi outdoor shoe insole. "This is a piece of steel plate. Chinese foot arch is relatively high, walking is easy to shake, with steel plates, walking is more stable and more comfortable. As the head of the brand of Luochi, Chen Yinghong does not seem to want more people to discover this "secret", "as long as we feel comfortable, the quality is to work hard in the invisible place."

"A lot of enterprises do quality and do what they do. Obviously only 100 yuan of money and input, but want to do 1000 yuan thing. " Chen Yinghong believes that it is the right way to make the quality of 100 yuan products with sincerity. And Luo Chi's future goal is to make high-quality products acceptable to Chinese consumers.

After more than ten years of foreign shoe foundry business, the development of Luochi has already surpassed the original idea from the garbage analysis formula of Nike shoe factory to the multinational R & D team. But the Internet has once again ignited Chen Yinghong's enthusiasm for "improving quality and enhancing added value". "In the past, a lot of money was spent on advertising. Now that we have the Internet platform, we are sincere about making shoes and speaking with quality.

"Compared to traditional channels, network sales are more direct reflection of quality, because consumers are dissatisfied, they can retire at any time, and they can also give bad reviews. Therefore, if we want to do well, we must focus on quality.

A pair of insoles cost tens of dollars for materials, and hire Korean designers to design shoes that are more suitable for Asian feet and aesthetics. Chen Yinghong, who has made shoes for 20 years, is improving the quality of shoes from details according to the characteristics and needs of online shopping consumers. And the return is that through two phases of "China made" activities, Luochi's sales volume is more than 20 million yuan. Not long ago, it became the only outdoor footwear brand in Putian.

Change of confidence

"Later 100% will do their own brand".

Although it has long been known that "China made" activities, it has been in the industry for more than ten years, and the Yi Bai Da shoe industry, which has been processed for dozens of famous international brands, has not been included in it. The reason is "not ready yet."

Cai Jining, general manager of the company, thinks that joining early and late is just the difference between sales, and what he values is to set up a brand by means of sales, so every product must be refined and refined.

At present, Yi Bai Da is asking the designer to make final adjustments to the shoes that are planned to take part in the event. "In the past, our shoes were sold to European and American markets, and their styles were relatively rough. Now we need to make some fine adjustments in the domestic market. Another "preparation" is Cai Jining himself. "Every shoe I wear for 3 months, if I feel uncomfortable, I can't push it out."

In the conference room of Yi Bai Da, we saw two pairs of shoes from appearance to workmanship, raw materials exactly the same. The only difference is LOGO, one is a multinational brand, the other is Yi Bai da. Frankly speaking, the reporter's first reaction was "should it not be a counterfeit card?" Cai Jining said with a smile. "It's not that we imitated them, they paid for my design."

It turned out that Yi Bai Da produced 3% of its sales every year, and asked American design companies to design new models. These styles are used not only for independent brands but also for other brands, and they are commissioned from design to processing, that is, ODM (Original Design Manufacturer) original design manufacturer.

"From OEM (OEM) to ODM" is the first step in the spanformation of Putian footwear industry, and the future direction is more independent brands, more inclined to the domestic market. Cai Jining is very confident about this.

In 2011, Yi Bai Da built a new factory in Zhengzhou, when only 10% of its capacity was used to produce its own brand. Last year, this figure increased to 23%, and in the near future, Cai Jining's expectation is 100%.

"My business is big enough. Why do I work for others?" Our advantage is to control the quality, plus the promotion of the Internet. Soon consumers will know us. "

Management change

"Who can make money by making independent brands?"

"The biggest selling point is quality, and the biggest bonus is quality." This is the evaluation of Jiang Zhixiong's vice mayor, Putian, on the participation of the footwear industry in Putian in "China's quality manufacturing" activities.

Since the establishment of the city, the shoe industry has been the largest industry in Putian, and decades of foreign trade processing has led to the Putian shoe industry with a complete industrial chain and world-class technology. However, with the shrinking of foreign markets and the increasing number of technical barriers to exports, thousands of shoe factories in Putian are no longer comfortable. They once became the main producing areas of fake Nike and fake Adidas, and counterfeiting has become one of the most troublesome tasks of local governments.

Ni Liang, senior director of Taobao Group Marketing Department of Alibaba group, has been responsible for Taobao's anti-counterfeiting work. He laughs that China's quality is the fate of Alibaba and Putian. Under the guidance of the AQSIQ and with the support of local governments, we have jointly created a new mode of anti-counterfeiting. Facts have proved that this new mode can not only improve quality, but also "positive energy for public entrepreneurship and innovation".

Jiang Zhixiong's understanding of this model is that "it is a headache to crack down on counterfeiting. The key is to help these enterprises find a way out and find the direction of spanformation and upgrading." In promoting "China's quality" activities, the Putian government and regulatory authorities have found the "key", that is, quality and brand.

Wu Haiduan, deputy director of the Putian Municipal Bureau of Commerce, said that from mayor Weng Yuyao himself as spokesperson for "Putian good shoes", the municipal government has proposed to set up a regional standard that is higher than the national standard and aiming at international standards, and then to the government to face the enterprises' derating the quality inspection fees. They are spanmitting a signal to the enterprise -- Transformation and upgrading, and the quality of the settlement is quality.

In this process, the local quality inspection departments have played the role of the main force of quality supervision. Whether it is to set up the standard of "good shoes in Putian" or to promote enterprises to participate in the revision of industry standards, whether to help enterprises create famous brand products in Fujian or to carry out "mysterious spot checks" from shop to shop every quarter, the purpose is to promote product quality, promote enterprise brand creation and promote industrial economic development.

The head of the quality supervision department of the AQSIQ said that the quality and quality inspection department is duty bound. In the era of "Internet +", regulatory measures and key points have been adjusted and innovating according to the characteristics of e-commerce, but quality is always the first criterion.

Jiang Zhixiong told reporters that the Putian municipal government has set a tone for the development of the footwear industry - creating a brand with quality and supporting the market by electricity suppliers. Through the "China made" activities, the confidence of the upper and lower reaches of the footwear industry has increased significantly, and the enthusiasm for quality has been greatly increased. "Who can make money by making independent brands?"