Putian Footwear Industry -- Rising Of Its Own Brand In Foundry Industry

Old conservative OEM, now the original brand - Putian

When the pformation of promotion is carried out.

OEM, no longer waiting for orders.

In the development room, dozens of planners are busy drawing drawings, and hundreds of new shoes are placed on the cabinet on the wall. In the bright workshop, dozens of computer needles are lined up.

This is a recent reporter's interview with Guo's shoe industry.

Guo's shoe industry was founded in 1995, and is now the largest shoe manufacturer in Putian Hualin Industrial Park.

For a long time, like most shoe making companies in Putian, Guo's footwear industry is mainly OEM.

The foundry production is based on the request of overseas customers. Why should we hire the development plan?

"The development plan is one of the effective ways for the Progressive Corp to compete."

Zhao Qingzong, chairman of the company, said, for example, the cooperation between Guo's footwear industry and FILA brand in Italy is only 6 years old, but it has won the reputation of excellent supplier for 4 years. The order has also increased from 2 million to about 4000000 now. One of the factors is that we can constantly plan new ways to satisfy customers.

In addition to the development plan, whether we can improve the production power and ensure the quality of products is also a major indicator of whether a foundry company is competitive.

Zhao Qingzong said, in order to accept more orders, Guo's shoe industry has established a subsidiary company, the production line has increased from the original 4 to 6.

Together, the company invested nearly tens of millions of funds and introduced more than 70 computerized sewing machines.

"A needle truck can top 6 workers."

Zhao Qingzong said, "machine switching" not only improves power, but also guarantees quality stability.

Last year, the output of Guo's two companies was estimated to exceed 500 million yuan.

The same as Guo, many OEM companies no longer wait for orders, but invest heavily in "internal strength" to create core competitiveness.

"In the past, foundry production was closed door production, and now OEM companies have to understand the latest trends and market changes."

Zheng Xinhua, general manager of new road sporting goods Co., Ltd., said, which kind of information and color should be used for discussion.

Reporters at the new road company, the two floor of the international trade department is divided into two parts, the center of the hall is a row of company development planning personnel desk, and the corresponding row of glass room is the representative unit and sample showroom of various foreign customers.

"After the customer orders, we will arrange the comments of the development staff, and submit the sample plan to the customer representatives. After the meeting is satisfied, we will place the order again."

Zheng Xinhua said.

Together, the new road company has constantly introduced new equipment to improve its technological skills.

At the beginning of this year, the company set up the first international inspection laboratory in Putian, and introduced more than 40 kinds of equipment such as twists and turns testing machines, safety shoes impact testing machines and so on.

This laboratory has been certified by the Canadian CSA test organization. It can carry out footwear routine physical examination and safety shoes function test in factories, and the inspection statement has been approved by the US, Canada and other shopping malls.

The company has established an outstanding reputation among overseas customers.

When the company was established, the OEM only needed one outdoor customer KEEN, one customer, and the product was restricted to only 2 sandals.

Now, orders continue to fly. In 2014, Xinlu company also collaborate with Fuli import and export company, and has set up many "new" and "new star" brand new shoe manufacturing companies.

In 2014, the foundry produced more than 6 million pairs of shoes, the output exceeded 1 billion yuan, the tax paid over 40 million yuan.

Self reliance brand rises in foundry

"To make traditional industries continue, it is necessary to create brand names."

Wang Dechun, Secretary General of Putian Footwear Association, said that Putian is an international footwear brand's foundry base. During the long time of the OEM, the company accumulated rich experience, excellent skills and innovation, and was able to create a brand completely.

Putian Shuang Chi sporting goods Co., Ltd. was originally a foundry company, won the "Decathlon global strategic partnership" honor, and Diadora, Suo Connie, Jim La and other overseas brands to achieve long-term strategic cooperation.

The company has developed into a group company with multiple entities from a company and has become the leading company in Putian shoemaking. In 2014, the export volume of the group reached US $79 million 720 thousand.

"With the development team and the skills and experience of shoemaking, we must build our own products and brands."

In February of last year, Chen Wenbiao, the chairman of the company, made up his mind to set up a pair of intelligent shoe companies and develop double smart shoes.

The first intelligent shoe developed by double smart is a child's anti shoe, that is to say, put a chip in the children's sports shoes and download a corresponding App on the parents' mobile phone. When the child wears the shoes away from the parents, the cell phone will give the alarm; the second is the old man's positioning shoes, and the old man goes out for a stroll. The family can see all the movement tracks of the old man on the cell phone and observe the real-time location; the third is the intelligent running shoes, not only let the wearers see the index of their own motion track, heartbeat, blood pressure and so on, but also check whether the running posture is accurate. If the person is running outside the eight characters, the mobile phone App will prompt the next runner to remember to receive the foot.

In the last year's October China Red Star Awards program, the double shoe industry's smart electronic armour positioning shoes were selected. This is another effect of the "double shoe" industry from "making" to "intelligent manufacturing".

The award is known as the "Oscar of China's industrial plan" by the industry.

"Three smart shoes have just been mass-produced, and we believe there are shopping malls."

Chen Wenbiao, who is also the president of Putian Footwear Association, shows that at the moment, "double Chi" is pushing forward the project of intelligent shoe incubator. "Our smart shoe skills are open, and we hope more shoe factories can use them.

If other companies have good smart shoe projects, we are willing to provide support for development, planning and even funding. "

Originally, before the development of smart shoes by double Chi, the original brand of the OEM company quietly rose in the industry.

In the Chengxiang District, there are 15 self-supporting brands of 100 million footwear companies. During that time, the "Voight" sports shoes made by Huafeng shoes industry were awarded 4 state-level brands, such as well-known trademarks, famous brand goods, exemption commodities, export exemption certificates, etc.

"If we say that from OEM (OEM) to ODM (development plan) is the first step in the pformation of Putian's traditional footwear industry, then from ODM (development plan) to OBM (original brand) is a symbol of the successful pformation of Putian's traditional footwear industry."

Wang Dechun said.

Chen Yinghong: building supply chain service channels

In the footwear industry of Putian, Chen Yinghong is a dedicated and aspiring company.

He applied the idea of innovation to a company and completed the organic consistency of the development plan concept and customer demand, and became the pioneer and pioneer of Putian shoe making independent brand.

Unlike other shoe companies, Chen Yinghong puts the idea of innovation in the first place.

2 South Korean top planners were signed, and 1 Italy and 1 British planners were introduced.

In which country does the company go to open up shopping malls, it develops new products with which country's top shoe industry experts.

Now, Luochi's plan is the leading position in the global outdoor footwear industry.

Chen Yinghong said that Putian has a perfect industrial chain and sound industrial matching capital, but the long time OEM form also weakens the development plan and the brand channel construction. In order to make rational use of sophisticated industrial clusters, Luochi invest in a skill oriented small factory with light assets structure, introduce cooperation with international sophisticated brands, absorb and pform advanced skills and quality management systems of international sophisticated brands, and establish a direct and integrated subcontracting production mode.

Luo Chi became a designated buyer of the Ministry of Commerce's foreign aid materials project, and won the top ten outdoor leisure shoes brand award in four years in 2014. The company's output reached 120 million yuan in 2014.

Chen Yinghong not only attached importance to his company's innovation promotion, but also focused on the future of industrial development. He put forward the idea of creating a supply chain service channel for Fujian footwear industry, and tried to turn it into reality.

Fujian footwear supply chain development channels are located in Putian footwear industry cluster, through the development of the large Internet + direct supply chain with the Chinese Academy of Sciences and well-known software companies.

Chen Yinghong said that this channel can jointly nurture 40 differentiated brands of Putian footwear industry, promote its branding and capitalization, set up the financing difficulties for small and medium sized shoe enterprises in Putian according to the Internet supply chain financial channels, promote financial industrialization, industrial finance and data assets, display gathering advantages and reduce costs; establish an industrial channel mechanism of "mass entrepreneurship and universal innovation", and provide talents, skills, funds and guidelines for customers.

"In 2013, I began to discuss and promote.

In 2014, when the Ministry of Commerce's supply chain Committee was established, I was one of the sponsors.

Chen Yinghong said that recently, the project has successfully obtained the national development and Reform Commission's key projects and won 10 million yuan loan support.

After the completion of the channel, the footwear industry in Putian will be established.

Differentiated positioning, industrial upstream and downstream capital integration and industrial pformation promotion played a great role in promoting the effect.

Industrial pformation, let Putian good shoes walk the whole country

Shoemaking industry is a traditional industry in Putian. There are 4086 shoe making companies in the whole city, with more than 300 companies in the same industry, and the output last year reached 53 billion 900 million yuan.

"Putian should take the lead in the pformation and promotion of the whole province, and the shoe industry should take the lead in Putian's pformation and promotion."

The Putian municipal Party committee and the municipal government request departments at all levels to upgrade the shoe industry to provide quality and targeted services, and timely solve the problems of financing and employment at that time. We should strengthen government guidance, actively establish channels for the pformation of footwear industry, create a Putian footwear industry level version, and make Putian good shoes bigger and stronger, so that Putian good shoes can walk the whole country.

In August of last year, the Putian inspection and Quarantine Bureau took the lead in drawing up nine measures to promote the pformation and upgrading of footwear industry and cross-border electricity suppliers.

At the beginning of December, the Putian municipal government promulgated the "seven ways to promote the pformation of footwear industry", requesting the key points to train 10 to 20 leading companies in municipal footwear industry, set up a link between the city leaders and the "through train" service mechanism, increase the strength of the company's support, and enjoy the provincial and municipal superimposed subsidies.

Each county (District) correspondingly determined 5 - 10 leading benchmarking companies at the same level, and implemented key points to help them.

Then, the Chengxiang district and Licheng District of the shoe gathering area also issued various preferential policies for carrying out technical renovation grants.

Shoemaking industry has been listed as the traditional dominant industry in Putian's "13th Five-Year plan".

The plan puts forward the implementation of skills upgrading and improvement projects, and promotes the expansion of industrial companies, intelligent pformation, pformation of scientific and technological achievements, and the construction of public service channels; carrying out the special action of "machine replacement", promoting the key industries, traditional dominant industries and labor-intensive industries, gradually completing the "machine change", reducing the cost of the company and improving the competitiveness of the shopping malls; implementing the industrial strong foundation project, carrying out the quality improvement action, supporting the company aiming at benchmarking in the international and domestic industries, promoting technological pformation, promoting the traditional advantageous industries such as shoemaking and clothing, grafting with high technology, linking up with the planned marriage, and linking with the brand, comprehensively improving the commodity skills, process equipment, energy efficiency and environmental protection level, further implementing the brand strategy, and cultivating a large number of Brand Company and brand products with great influence.

The policy superposition effect will bring more benefits to Putian shoe enterprises.

Enhance the understanding of innovation

Accelerate the pace of development

Putian is the traditional shoe making city in our province, and also the main base of footwear export in our province.

Three years ago, influenced by the continued expansion of the European debt crisis, international trade and technical barriers to trade intensified.

At the critical moment, Putian's government and enterprises have joined forces to boost the shoe companies' efforts to climb the slope and encircle the trend.

Three years later, with the change of time and space, what is the trend of the footwear industry in Putian? The company that has refused to pform or slow pformation has gone through a long time ago. Some old companies are in deep trouble, giving the whole industry a wake-up call.

Conservative OEM can only be passively beaten or even eliminated.

And it seems that a group of companies like new road, Guo, Shuang Chi, Luo Chi and other companies have improved the competitiveness of shopping malls in the process of innovation, and this has also given the shoe industry the inspiration: only by innovating and speeding up pformation and upgrading can we break out of a sky.

In the past, OEM companies only need to introduce one or two production lines to receive orders. As for styles, materials, colors and other requests, they only need to "pay attention to their gourds".

With the change of economic situation and the rising cost of manpower and raw materials, OEM has entered the age of "bidding". At the moment, many OEM companies are in a difficult position in the market competition.

If you make a subscription, you will lose money, because the cost is higher than the profit. If you do not accept it, the factory will be put aside. A large number of workers will have to pay their wages and lose money.

If we want to get out of the difficult situation, we must get ahead of the pformation and find another way out.

And such a pformation promotion, it is necessary to take innovation as the center, including the concept of innovation, planning innovation, skills innovation, handling innovation, promotion of innovation and so on, and such innovation, it is not easy to establish a research team, the need to introduce talents, needs to pay millions or even tens of millions of yuan.

The introduction or upgrading of equipment is also less than millions of dollars and tens of millions of yuan.

It is hard to estimate the cost of developing a brand.

These are even unacceptable for a foundry company that produces billions of dollars.

The long term form of OEM has weakened the company's innovation and lack of innovation. It has become a threshold for OEM companies.

Fortunately, in just three or four years, reporters once again approached Putian foundry.

What I see is more about the competition of developing the plan. What I hear is more about the topic of innovation.

The recognition is strong, and the pace of pformation is quicker.