Putian OEM Shoe Manufacturers Reverse Development, Develop Brand And Seek Development

Footwear industry is the traditional advantage of Putian.

It is the main business mode for the international large scale foundry.

Influenced by various factors, in recent years, local shoe making industry is generally faced with grim reality of reduced profits and reduced orders.

In the face of the crisis, some shoe companies are actively looking for the magic weapon to win the core competitiveness and usher in the growth season of export volume against the trend.

At the beginning of the new year, reporters visited the main gathering place of the footwear industry in Putian, Licheng District.

Research and development to increase profits

Near the Spring Festival, there are few employees in Putian Lai Ke sporting goods Co., Ltd., who are away from the factory and busy in the production workshop.

Founded in 2002, lac company mainly produces sports shoes, basketball shoes, casual shoes and so on. In 2015, the industry has achieved a 50% increase in export volume.

"At present, orders are in circulation, and we expect to achieve more than 40% growth this year."

Cheng Chunlai, chairman of the company, affirmed.

Confidence comes from closer cooperation with brand customers.

Hundreds of pairs of shoes are placed on the walls of the new exhibition room of the company. They are developed independently according to the design concept provided by the brand customers.

To this end, the company's R & D team has increased from a dozen to more than 100, and R & D investment has surged from 3 million yuan a year to 11 million yuan last year.

"This is the advanced service concept we learned in undertaking the pfer of the footwear industry in Guangdong."

Cheng Chun said that after brand customers had new design concepts, they had to invest in R & D costs and trial and error, so as to turn the idea into a new shoe.

"Now we are not only helping the brand customers to do the foundry, but also researching and developing the design concepts of the brand customers into new products. When the customers are selected, they can start production immediately."

This deep cooperation allows brand customers to save R & D costs. At the same time, as the OEM enterprises produce products that are self-developed and familiar with each other, the delivery time is also greatly reduced, thus achieving a win-win situation.

Today, more than half of the about 4000000 pairs of shoes produced by the company are independent research and development orders.

Cheng Chunlai picked out a pink sports high heel shoe and told the reporters proudly that this style made the customers very satisfied, and the single order placed 200 thousand pairs of orders.

According to statistics, the company's R & D team can launch more than 100 new shoes every year, of which 50% can be selected by brand customers.

"The price of new shoes developed independently is higher, so the added value of OEM is also increased."

Cheng Chun said.

The new advantages of R & D and production have further consolidated the "marriage" of the company and 4 old brand customers, and also brought new customers to the company.

TAYA is an internationally famous brand of women's shoes. Its main products are sandals. After the establishment of cooperative relationship between TAYA and the company, the company has helped to design sneakers. It not only helps broaden the brand's product line, but also wins a large number of new orders for itself.

Cheng Chun said: "for the TAYA brand research and development of the most successful sneakers, has received about 500000 double orders, which is a great inspiration for us to take the road of R & D."

Optimize management efficiency

In 2013, the export volume was 60 million yuan, the export volume was more than 100 million yuan in 2014, and the export volume exceeded 300 million yuan in 2015.

The creation of this group of growth data is Fujian Aili AI three road Shoes Co., Ltd.

Beautiful data is the result of optimization management.

Aili AI three road company was founded in 2004, in the past, the main foundry production of mountaineering shoes, the average annual orders of about 700 thousand pairs.

Due to the global economic downturn, sales of high-end outdoor shoes are decreasing and orders are falling. Aili AI three road company has decided to pform and produce mass consumption shoes.

In order to pform, Aili AI three road company first from XF.

The company invited a sage.

Founded in the 80s of last century, it is a leading shoe manufacturer of Nike and other big foundry industries. It is a leading enterprise in the footwear industry of Putian. It not only contributes 100 million yuan to the local tax revenue every year, but also trains a large number of management talents.

Aili AI three company hired Lin Fengjie, the managing director of XF company as general manager, and implemented a drastic Optimization Reform of the production process.

"For shoemaking this labor-intensive industry, efficiency is an advantage.

High efficiency means not only reducing relative costs, but also winning customers' trust and taking more orders with the advantage of short delivery time.

stay

Lin Fengjie, who has been fighting for more than 20 years, is the right medicine for Aili AI three road company. The problem that affects efficiency is the problems of personnel, quality, materials and so on. Therefore, the company has established a flat management mode to reduce the level. At the same time, the problem solving mechanism has been established. The group manager and the Department Manager should solve the problem within 1 hours. The factory director should solve it in 2 hours, otherwise, he will report it to the general manager and solve it at once.

After optimizing management, more than 1500 employees of the company have entered a high-speed operation mode. The production lines of other enterprises can produce 100 thousand pairs of shoes per month. The output of Aili AI three road company can reach 120 thousand pairs, and the effect will be immediate.

High efficiency is conducive to obtaining large orders.

Although the company began to cooperate with the brand shoe company Payless in 2014, Aili AI three road company has been the core factory of Payless after a short year's efforts. Moreover, with the annual output of about 7000000 pairs, it has won the first title of the order amount of all sports shoes in all OEM enterprises.

"This year's order has been scheduled for July."

Lin Fengjie said with pride.

Developing brand and promoting pformation

In the shoe making industry of Putian, the Yongsheng footwear company seems to be a bit of a maverick -- not making shoes for shoes, but also pushing its own brand Yi Bai Da overseas.

In the past three years, the export volume of Yi Bai Da brand business casual leather shoes was about 5000000 US dollars, 8 million 960 thousand US dollars and about 10000000 US dollars respectively.

"Since we were founded in 1997, we have been producing leather shoes for Reaves and other international brands.

In 2007, when most of the foundry factories were having a good time, we began to try to pform, and began to develop their own brands while forging the brand.

Cai Jining, general manager of the company, said that the initial motive force of the pformation was the attraction of the high profit of the independent brand: the manufacturing price of the foundry leather shoes was 24 US dollars per pair, while the overseas price of the independent brand Yi Bai Da was 70 dollars per pair, although the price of Yi Bai Da was only 60% of the big brand, but the profit of each pair of leather shoes reached 20 times that of the OEM shoes.

In order to start the brand, Cai Jining also specially hired famous designers from the United States and Italy to join the R & D team, so that Yi Bai DA has the shoes that match the strong ones in the international market.

At the same time, Yongsheng shoes company did not give up OEM.

At present, 20% of the leather shoes produced by the company are independent brands, and OEM orders still account for 80%.

"We cannot abandon the OEM because we must learn from and learn from the advantages of foreign brands.

Although the profit is small, it can give us a precise direction.

Cai Jining, the head of the company.

Now, in the face of the increasingly tight international market, Yongsheng shoe company has put the new target in the domestic market.

In April last year, Yi Bai, one of the 17 independent footwear brands in Putian, participated in the Alibaba "China intelligent building, Putian good shoes". The net sales were very impressive, especially in North China and Northeast China.

"At the same time, we are going to enter the domestic market by opening experience stores."

Cai Jining explained that experiential shops are mainly used for testing shoes and guiding customers to buy them through online stores.

"Inventory is a big problem that can not be solved by physical stores, and the way of combining online and offline is only the traditional mode of 1/3, so it should become the main way of shoe sales in the future."

Cai Jining is very optimistic about this new sales mode. The company has opened 3 experience stores in Liaoning, Jilin and Hebei.

Growth is the dividend of pformation.

The above three shoemaking enterprises can achieve contrarian growth, which is actually a dividend brought about by pformation.

In order to promote industrial pformation, in July last year, Putian specifically introduced seven measures to promote the pformation and upgrading of footwear industry in Putian.

The two circles of politics and Commerce have reached a consensus that pformation and upgrading is the only way for Putian shoe industry to get out of difficulties and rise again.

With the rise of domestic labor costs and other factors, the global shoe industry orders have gradually shifted to Vietnam, Indonesia and other Southeast Asian countries, the reason is that local labor, land and other low cost.

In this context, how can the footwear industry in Putian firmly grasp its advantages in pition? Since KK's high-end functional shoes, for example, Vietnam can complete 70% of the basic production, and the remaining 30% of the core functions still rely on Putian foundry.

This shows that with the industrial foundation and supporting resources accumulated over the past 30 years, the pursuit of high-end foundry with high technology and gold content is the main direction of the pformation of Putian footwear industry.

For example, to reduce manpower costs by machine subcontracting, and to retain brand customers through R & D.

Cultivating enterprise's own brand and regional industrial brand is also one of the goals of upgrading the pformation of Putian shoe enterprises.

Compared with Quanzhou, the footwear industry in Putian lost its golden opportunity to build its own brand more than 10 years ago.

In the era of surging Internet, there are a number of network sales brand stations on the draught.

Last April, Alibaba selected the first stop of "China Intelligent Manufacturing" as "Putian good shoes". Since then, Jingdong mall, suning.com and other electronic business platforms have also extended olive branches.

This shows that the shoe making industry in Putian does not lack the quality foundation of making big brands.

Putian's shoe industry must not lose its chance of brand rise and industrial upgrading.