Jinjiang And Putian Shoes Have Embarked On The Road Of Pformation.

In the 80s of last century, the tide of reform and opening up swept across the whole country, and all walks of life, which had been depressed for a long time, began to reach international advanced technology and ideas on a large scale.

Industrial pfer.

At that time, the footwear industry across the sea from the mainland of China had mastered over 80% of the world's footwear industry. Taiwan's footwear industry is now at least over the world.

Production and trade.

Fujian, a neighboring province of Taiwan, relies on its convenient geographical location and abundant and cheap labor resources to become the destination of Taiwan's shoe industry.

Jinjiang and Putian are the beneficiaries of this pfer of industry.

After twenty or thirty years of development, today's Jinjiang is known as the "shoe capital of China".

In, Anta has become the leader of the industry.

Putian shoes are known for their "high imitation" and "fake", and they are walking on the edge of the law with fear.

If the Jinjiang enterprises are bright in the domestic sporting goods industry, then the Putian shoe industry that will not be seen is the shadow behind the light.

Jinjiang is not large, with an area of only 649.32 square kilometers. It is a county-level city under the jurisdiction of Fujian, and is hosted by Quanzhou.

Quanzhou is one of the oldest port cities in China, and is separated from Taiwan by a narrow strip of water.

At the same time, because of the large number of overseas Chinese, Quanzhou has always been famous for its foreign trade and economy.

The early footwear industry in Jinjiang was in the stage of family workshop production, and its operation mode was dominated by primitive and extensive type.

In March 1979, 14 people, such as Lin Di autumn, in the Yang Dai village of Chen Dai Town, founded the "Yang Dai clothing shoe and hat factory" with a contribution of 2000 yuan per person. That is to say, the first pair of Jinjiang sports shoes produced in this factory also marked the beginning of the footwear industry in Jinjiang.

Due to the development of Quanzhou's foreign trade economy, foreign trade companies have made orders for sports shoes and handed them to the shoe factories in Jinjiang.

In addition, Taiwan gradually shifted to manufacturing industry from mainland China. The OEM factory model of Jinjiang footwear industry began to take shape.

In 80s, Nike, Adidas and other international sports brands chose the origin of sports shoes in Jinjiang.

In the years since then, the shoe factory in Jinjiang has been playing the role of a representative factory.

At this stage, these shoe factories not only learned advanced production technology, but also trained skilled shoemakers. At the same time, they gradually formed a complete industrial chain and began to have a certain scale.

Until 1997, the financial crisis that swept across Asia broke out.

The crisis began in July 1997 and ended in 1999. It brought a great blow to the footwear industry in Jinjiang.

Affected by the international economic environment, the volume of orders has shrunk dramatically. Jinjiang shoe factories are struggling.

It is also this disaster that makes Jinjiang people realize that the market space of the foundry industry is narrow and the future is not clear, and thus the brand of Jinjiang sports shoes has begun.

In 1999, the footwear industry in Jinjiang was a special year. In the year, Jinjiang shoe enterprises began a crazy brand building movement. Dozens of sports brands emerged in the year.

Now Anta, the leader of the domestic sports brand, started the exploration of brand in this year. When the annual sales income was only 50 million yuan and the profit was only 4 million yuan, Kong Linghui invited Anta to be the spokesman of Anta brand.

Although the name of the brand was mostly imitated by international brand names, the step taken by Jinjiang shoe enterprises was proved to be significant in the future.

Later, we all know that Jinjiang's Anta, XTEP, PEAK and other brands have become the representatives of domestic sports brands.

It can be said that except Lining, all the domestic brands you know are almost from Jinjiang.

Like Jinjiang, Putian, located in Fujian Province, is also adjacent to Taiwan to undertake the pfer of its manufacturing industry. It has become a specialized division of labor in the global industrial chain at that time.

At that time, a large number of Taiwanese businessmen came to Putian to set up shoe factories and do international foundry.

Like Jinjiang, Putian footwear industry, which has accumulated production technology and skilled workers, is developing rapidly.

By the year 1993, Putian had already owned more than 100 shoe leather enterprises, producing over 100 million pairs of shoes each year, exporting over 1000 species, and selling them to 30 countries and regions.

Shoemaking industry has gradually become a pillar industry in Putian.

There is no difference between the story of Putian and Jinjiang.

But by the middle of 90s, Putian people wanted to gain more profit margins because of limited orders and low processing profit.

In addition to the role of the foundries before the continuation, the local shoe factories tried every possible means to get the design drawings of Nike and other brands, and then produced the counterfeit products with the help of cheap raw materials and labor costs on the market. The fake footwear industry in Putian came into being.

In Putian, there is a saying, "let the whole world wear up the famous brand".

The fake shoe owner who carries this far picture is called "Ah Fu" and "fake" in the locals.

After years of experience in making fake products, Putian has already had a complete industrial chain of fake shoes, and has gathered a large number of fake footwear practitioners: from production to agency to sales to logistics.

At first, the shoes sold by Putian shoe factories were mainly sold overseas, that is, the so-called "foreign trade shoes". The traditional channel was to advertise through the globalization of Google at that time.

Later, Google cut off the channel because of counterfeiting, but this did not affect the barbaric growth of "Ah Fu", because Taobao began to rise in China.

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Almost as Taobao grows, Putian's fake shoe business is on the fast expanding Taobao platform.

In order to make practitioners familiar with the laws of Taobao operation, there are even a large number of Taobao training courses in Putian to help "Ah Fu" play with Taobao.

The growth of Putian shoes and Taobao seems to complement each other. Local practitioners have said that the fake footwear industry in early Putian was welcomed and encouraged by Taobao.

To date, the sale of fake shoes in Putian has not only been limited to the Taobao platform, but also the rise of micro dealers.

Many people's circle of friends is full of "AJ, Nike, NB sports shoes, many styles and all kinds of" advertisements. Some of them are named fake shoes, and some are even fake.

At present, the Putian fake shoes are also divided into grades. The worst quality of the imitation is very worrying, and consumers can easily distinguish them. The top Putian shoes reach the level of real confusion, which is derived from the technical ability and raw material resources accumulated by many years of foundry experience.

Jinjiang and Putian shoes have embarked on the road of pformation.

Marx once said, "once there is a proper profit, the capitalists will be bold."

If a capital has a profit of fifty percent, it will take risks; if there is a profit of one hundred percent, it will dare to trample on all laws of the world; if there is a profit of three hundred percent, it will dare to commit any crime or even hang the risk.

The two shoe cities of Jinjiang and Putian have gone on two very different roads. The reasons behind them are accidental and inevitable.

The producers of fake shoes in Putian have also said they did not think about making their own brands, but in the short term, huge losses made them unbearable.

In the trade-off with the huge profits of the fake footwear industry, finally chose the bank.

Pursuing interests is the nature of businessmen.

Despite the fact that counterfeiting and selling are illegal, many people choose to take risks in the face of huge profits.

Shortsightedness, lack of brand awareness and independent innovation ability are the crux of Putian's fake footwear industry. The family business mode also limits its upgrading and pformation.

In the early stage, the imperfections of laws and regulations and supervision also indulged the growth of the fake footwear industry. Until it had a huge scale, it would be even more difficult to pull it up.

Despite the difficulty of pformation, but in the Taobao anti-counterfeiting campaign and the government's strict supervision, ice cream Putian shoe traders are constantly looking for the right track.

In its business platform, Putian shoe industry and Taobao, which were widely criticized for its rampant counterfeit goods, launched a "China made" product in 2015 to help Putian pform itself into an independent brand enterprise.

This activity was supported by the local government of Putian at the same time.

Although many shoe factories in Putian still exist on the industrial chain of fake shoes, pformation has begun to become a good choice.

There is also a need for pformation in Jinjiang shoe companies.

Jinjiang shoe companies have been using fake names and celebrity endorsements + money to advertise as weapons, but now they are gradually discovering that times are changing and have left them behind.

Nowadays, consumers are more inclined to sports products with high cost performance or high added value, and a large number of Jinjiang brand brands have lost the favor of the market due to their lack of technology content and brand effect.

Coupled with the blind expansion of previous years and the market trend triggered by comparisons, many Jinjiang shoe companies have to go bankrupt and liquidate.

Faced with the bottleneck of development, many Jinjiang brands are also seeking pformation.

The first to bear the brunt is to reshape the brand. In the past, the simple and crude star advertising strategy has been abandoned, replaced by a more flexible and topical marketing tool; secondly, the Internet is embraced, while the number of stores under the blind expansion line has been tightened before the development of e-commerce channels.

When the former glory or the past become the past, Jinjiang and Putian need to consider how to grasp the trend of development in the changing era.