The High Imitation Footwear Industry Can Be Compared With The Putian Department Hospital For Profit Making.

Around 7 p.m., the major express companies came to the high imitation sports shoe store near the Anfu District of Putian, Fujian, to "sit down" and start the busiest time of the day.

"Send this to Beijing."

A young man with a Putian accent spoke to the courier, carrying three Nike shoe boxes.

The courier simply did not ask the specific address, wrote the address in a familiar way, wrapped it up and threw it into the car. All movements were like the inertia formed over the years.

In a street less than 100 meters long, crowded with lots of people sent and sent, less than an hour later, the streets were occupied by the sound of the electric car and the voice of the couriers.

By three or four in the morning, the noisy crowd was gradually dispersed, and there was peace again.

In the daytime, the shoe shops on this street are closed to customers. They often open up after nightfall. In the face of reporters' strange faces, shopkeepers do not show the kind of "active accotion" similar to the Shanzhai mobile phone vendors in Shenzhen Huaqiang North area, but rather reply to reporters' advice without any reason.

In Putian, the famous high imitation.

Manufacturing centers do not seem to worry about sales.

Get rid of blueprints and see what materials are used for advertising.

A widely spread view is that 30% of Nike shoes in the world are Putian's high imitation shoes.

The selling system of sports shoes is mainly divided into counter company goods, factory shoes (so-called tail sheet), cut shoes (original factory assembled shoes) and Putian goods.

In fact, the number of so-called factory and cut shoes is not large, most of them are Putian goods.

Putian goods are divided into several grades according to their workmanship and material.

Putian can have such a complete production of high imitation shoes and sales network.

In the early 80s of last century, as a result of its proximity to Taiwan, Putian attracted a large number of Taiwanese businessmen to set up shoe factories. Many brands of shoes were subcontracted at home and abroad, and sports brands represented by Nike became the main force.

Shoemaking industry has gradually become the pillar industry in Putian, and Putian is also known as "shoe city".

However, the low cost of raw materials and labor cost hastened the production of high imitation shoes.

Factory workers are bribed, and examples of smuggling of sample shoes or design drawings are everywhere.

By the mid - 90s of the last century, Putian was a "old nest" of high imitation shoes.

As a teenager who worked in the Nike factory for more than 10 years, Pan Da had a complete team of high imitation sports shoes.

Although he has less than 50 employees, customers can deliver the order to the customer within 4 days as soon as possible.

At that time, although the high imitation footwear industry in Putian had begun to take shape, it did not achieve the level of production that is almost false nowadays.

"At that time, Nike's technology is still very advanced, and many air cushion manufacturing processes are an insurmountable chasm for high imitation merchants."

PDA told reporters.

In the view of sports shoes enthusiasts, Nike's core air cushion technology is divided into three stages: air max, zoom and shox. Air max and zoom were first published in the 90s of last century, and shox, though a product of the new century, has been basically abandoned because of its excellent soles.

"But Nike's technology has not kept pace with the times. From the 90s to the last century, the core technology is the original set."

Pan Da told reporters that after entering the 2000, with the high imitation business perseveringly delve into, the simulation of Putian shoes continues to improve, gradually fame.

Although the factory has been arming its teeth to teeth in recent years, it is still useless.

For highly imitated businesses, the botched practice of stealing drawings has long been out of date when the core technology has been grasped.

Security, surveillance cameras, double wall and other security measures are just to wrap up the factory's name as "the magic line of defense".

(Note: in the first World War, nearly 5 million people were killed and wounded in France), so the French Marshall defense line was built. It was very easy to break through by the German army.

In May 1940, the German mechanized forces attacked Belgium, crossed the Arden mountains, invaded France, and put them directly behind the lines of the battle of Paris.

At this point, the French soldiers, who cling to the line of defense of the Republic of gailor, did not deploy a soldier to the capital, and were still waiting for the enemy's frontal attack.

)

The team of Pat Da no longer relied on the original design drawings. Many years of operation enabled the team to be able to identify the technology and materials adopted by Nike's prepaid advertisements for shoes, and to launch products before Nike launched new products.

But this model also carries a certain risk, such as Nike's whim, temporarily changing the technology of shoes, it is possible to push Pan Da's team to the abyss.

Pat has gone through such a "life and death robbery".

At that time, Nike launched a new model.

Pan Da anticipate that this shoe can be sold, and then imitate the information disclosed in the advertisement according to the past mode, and start all factories to produce this shoe at full speed.

But he did not expect that after Nike's broadcast of the commercials, he felt that the running shoes were still defective and made minor minor alterations in the sole, which brought him to the brink of bankruptcy.

The reason why Pan Da is in a passive position also includes the "contract system" adopted by Pat da.

To ensure that the quality can be close to the real goods, pat will contract the sole and the shoe to two teams, which will clarify the responsibilities.

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For his own contractor, pamda must pay in advance to guarantee production. The problem of temporary modification is not the quality of production, but the problem of his own decision. When he has paid the money and signed relevant legal documents, he can not stop production, and he can only bear the losses himself.

"Fortunately, I survived, thanks to these (Nike) has never seen such a thing in the past few years."

PDA said.

Exported overseas, shocked the American police to fake high imitation shoes

Although Putian's shoes imitation industry has been in existence for nearly 33 years, the real world is in the world of 2007 and 2008.

The high level of production technology of high imitation shoes in Putian is also widely circulated in the circle of fans.

Guo Yu is the general manager of Beijing Asia new sports (Yaxin sports started in 1990 and is one of the oldest shoe shops in Beijing). She is regarded as a veteran in the Beijing shoes circle. Besides selling shoes, he often works part-time in the store, helping netizens identify the true and false shoes.

But Guo Yu encountered an embarrassment in February 2013.

Some people sell a lot of "bubble spray" which is much lower than the market price, which is sold by Nike.

Guo Yu suddenly became suspicious. After all, the price of this shoe on the Internet has been fired up to the selling price, but there is no problem in the work.

Careful Guo Yu still compares with real shoes carefully, discover is pair of tall imitation shoe.

Relative to board shoes, running shoes and so on, "low technology content" category, basketball shoes technology content is relatively high, the production process is also more complex, can copy the fake shoes, prove that Putian's manufacturing technology has been very mature.

"For me, the price of basketball shoes is much higher than that of running shoes, almost double the price."

PDA said.

"You have to believe in our abilities, and now many of the store owners come to ask us for them."

PDA said that with the increase in the cost of physical store operations, it is difficult to sell genuine shoes to ensure that the store's revenue can only be mixed with high imitation shoes to increase profits.

In Putian, in 2013, the price of a pair of Nike's top running shoes was only 150 yuan, while the price in the exclusive store was over 1000 yuan.

Some of the brand's sales strategies have also embarrassed some of the stores. They are tired of cleaning up inventory products for brands all year round, and get very few salable goods.

Gao Qiang is an agent of Nike. He thinks Nike is good at starving marketing and has a good grasp of market rhythm.

Nike's strategy for offering AJ shoes is hunger marketing.

"For example, there are only a small number of physical stores in Beijing. When AJ11 black red is on sale, it is known that there are only 4 terminal stores in the city.

Often a physical shop has only about 40 pairs of quantity, so it has to take the strategy of Yaohao.

High strength said, "for AJ shoes, Nike never allows agents to order, but in advance of the quarterly meeting, tell the dealer what kind of products they may sell, what products match colors, but shoes do not allow us to place orders. When the time is allocated, the number of Nike is the last word."

At the same time,

The number of AJ shoes will be controlled.

Another agent complained, "AJ11 gives us 1/10 of the Chinese market, but there is a lot of demand for Chinese consumers."

I also understand that after all, the first thing is scarce, and second no vendor can rely on one shoe to maintain long-term competitiveness. Nike also wants to guarantee the sale of other products, especially those incorporating the latest technology. "

By March 2013, the customers of Putian high imitation footwear industry were not only from China, but the United States and Russia had become their biggest export customers. According to the insiders in Putian, the proportion of domestic and foreign sales of this industry is about 1:1.

The prevalence of high imitation shoes in Putian has also attracted the attention of the United States.

In September 2007, the New York police seized 291699 pairs of fake Nike from Broolyn's two warehouses, and China, New York and at least 6 states in the United States launched a strike at the same time.

The US "anti fake" action opened up the entire network of counterfeiting: China's high imitation Nike arrived in New York, often through UPS from New York to Buffalo, Rochester, Pittsburgh and other ten places.

An official from the immigration and customs administration said that the market value of the goods was more than 31 million dollars. "It is very difficult to confirm the source of the fake goods, the customs documents are all fake, but they may come from Putian".

The industrial chain has been formed, and it also directly promotes the real estate boom.

In the New York Times report, PDA was very proud.

In his view, the report of this internationally renowned media is an affirmation of the ability of the counterfeiting industry in Putian. The industry chain of the high imitation footwear has been shaped, the high operating costs of the entity stores and the operation strategy of the brand operators have made those high quality imitation shoes become a "rigid demand".

"Shoes not only make me live a good life, but also make the city prosperous."

Pat Da told reporters that the buildings near his stalls would be completed before the Anfu District became a cemetery before becoming a high imitation shoe distributor.

In the view of PDA, Wang Shi and Xu Jiayin are able to get a share in Putian. They want to thank those who produce high imitation shoes. "The real estate boom in Putian is directly promoted by us. Do you know that nearly 40% of the houses in Putian are bought or sold by us or become companies or warehouses for online pactions."

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A night's footwear volume in Anfu district is estimated to be more than 200 million yuan. During rush hour, there is a few traffic jams in Anfu district.

What is even more interesting is that there will be no plans for the slight rubbing of the vehicles due to traffic jams, because everyone is rushing to get the goods out.

In recent years, the popularity of electricity providers has contributed to the prosperity of Putian's high imitation footwear industry, or these underground operators have made full use of the convenience and privacy of e-commerce.

Generally speaking, the sale of electricity in Putian is to rent a house to make an office location, to find someone to build a B2B or B2C shop, and several people plus several computers can do business, specifically selecting the order of goods, network promotion and sales, logistics and express delivery.

As a matter of fact, the operation of high imitation shoes can be done only in a few days' time. Operators and even the early stage do not need to invest in online stores and network promotion. In this respect, professional companies can pack them, and they can wait until the operator has income.

"It's much easier to make Taobao than we do factory workers. We earn 10 yuan on a pair of shoes. When they turn around, the unit price comes up. We get the technology repeated operation brought by quantity."

PDA said.

The high imitation footwear industry in Putian has become a pillar industry in the region, with nearly 200 thousand employees. Besides the basic industrial workers, most of them are engaged in e-commerce marketing.

The number of people who indirectly engage in or benefit from the high imitation footwear industry is several times greater than that of Putian, while the household registration population in the city is only about 3 million.

In order to avoid the inspection of the local industry and Commerce Department, the businesses in Anfu district are using various kinds of foreign trade shoes as signboards.

Shopkeepers did not catch cold orders for 21CBR reporters such as "uninvited guests". Some quality goods were often introduced by acquaintances.

Technology is tough, but it can't cultivate a brand that can win.

Ironically, nowadays, the pronoun of Putian shoes is "authentic fake".

Putian can make high imitation shoes of fake international first-class brands, but it can not produce a brand that can be produced. But after another evolution in Putian, Fujian, Jinjiang, from the "shoes capital" to the "brand capital", it has entered the stage of capital management.

As of March 2013, the footwear industry in Jinjiang has 12 listed companies and 26 listed backup enterprises. Anta, 361 degree, XTEP and so on are household names. Compared with that, none of Putian's footwear industry has entered the capital market.

Putian lost to Jinjiang in the last 90s to 2000 of last century.

At that time, when Jinjiang shoe companies invested heavily in "licensing", Putian footwear enterprises still kept the third floor of the OEM. Unlike the Jinjiang municipal government's positive support for shoe industry development, Putian, which had the same size as the shoe industry, had long lacked the overall planning and guidance for the footwear industry.

Apart from the lack of long-term planning, Putian's local innovation capability is not enough to support the establishment of an independent brand.

Although the technology can be infinitely close to the world's top brands, PDA has no confidence in the establishment of local brands in Putian. He believes that after nearly 10 years of exploration, Putian's high imitation footwear industry learned the technology of Nike in the 90s of last century, and then experienced this process through repeated production and processing, without any independent innovation factor.

"If Nike or Adidas are now studying the technology for innovation, then we will be totally passive. Fortunately, over the past 20 years, they have not really innovating."

Pat Da told 21CBR reporters.

The production of high imitation shoes requires super imitation ability, while building brand requires differentiated innovation ability. Once these brands are hung up, the imitation ability of these high imitation businesses will be unable to be applied, because the protection of intellectual property rights brought by brands will limit their unscrupulous plagiarism, and the development of independent core technology from scratch is not their advantage.

For the two or three tier cities and urban customers, Putian high imitation shoes are "price butchers", they can smoothly infiltrate, less than half of the price of the store can let customers "enjoy" to the top brands.

"Let the whole world wear up the famous brand" is a mantra of PDA and his colleagues.

"Not only online, but also Guizhou, Yunnan and other mainland provinces are our most stable customers, so long as they are there, they will not worry about business."

PDA said.

Although business has been going on in recent years, there is always a sense of crisis and entanglement in the entanglement of PDA.

On the one hand, the rising labor costs and the continuous loss of quality skilled workers are also the high input needed to make their own brands.

PDA's business seems to have entered a crossroads.