The Spanformation Of Footwear Industry In Putian Has Entered A New Era.

According to the world clothing shoes and hats net, in Putian. Shoemaking industry A slogan like "let the whole world wear up the famous brand!" has been circulated. Although this sentence has seen a lot of irony today, it undoubtedly reflects the influence and ambition of the footwear industry in Putian from one aspect. It is reported that nowadays every 3 pairs of the world Nike 1 pairs of shoes are imitation from Putian, and three hundred and fifty thousand of the three million people in the city are engaged in shoe-making related work. What changes have happened in today's data and can not be verified, but the imitation footwear industry in Putian is well known in the industry.

Shoe manufacturing has been a major industry in Putian since the 70s of last century. "At that time, our shoes were exported to Southeast Asia, but they were sole shoes." Wang Dechun, Secretary General of Putian Footwear Association, said in an interview, "by 1980s, Taiwan's shoe factory, which specializes in Lei Bao (mainland China's Reebok), has moved to Putian to open up the shoe mileage in Putian."

Since the 80s of last century, NIKE, ADIDAS And other famous sports brands began to enter the Chinese market gradually, because the proximity to Taiwan is convenient for Taiwanese Footwear and brand name foundry enterprises to enter, while taking into account the cost and other factors, so the order of international sports shoes brand has been handed over to factories in Fujian and Guangdong. At that time, several large shoe factories in Putian were also selected by these brands, thus becoming their foundry factories.

In the following years, REEBOK, PUMA, Kappa, TIMBERLAND and other international brands have become customers of Putian foundries, and Putian has also emerged a large number of shoemaking enterprises. In ten years, the proportion of sports shoes industry in local GDP increased from 10% to 43%.

However, with the rising of raw materials and the rising cost of labor, since 90s, enterprises represented by NIKE and ADIDAS have gradually spanferred their production lines from China to Southeast Asian countries such as Indonesia, Vietnam and Thailand. Although such strategic shift has brought great crises to Putian's foundries, Putian people, who have experienced many years of operation and accumulated rich experience in shoemaking and equipped with complete sports shoes, have gradually learned every process in the world's top sports shoes manufacturing, taking into account the low manufacturing cost of sports shoes, so many Putian people have also moved their own factories to make shoes.

In order to cater for the low purchasing power of the market and the strong demand for famous brand sports shoes in the market, the high imitation footwear industry in Putian gradually developed in 90s, but compared with the strong power brought by the emergence of the electricity supplier to Putian's footwear industry in the early 90s, the footwear industry in Putian in the early 90s was slightly more elementary.

In the era of NIKE and ADIDAS, the brand has strict control over its own products, and products are strictly prohibited from flowing out privately. All of them are required to be shipped back to foreign countries, but there are always some shoes that exceed the order number to be left in the local market. This part of shoes is known as the "tail sheet". Some people in Putian are selling the "final order" to the foreign countries at the low price of the electricity supplier platform.

After that, the popularity of e-commerce has been improved rapidly. The convenience and secrecy of e-commerce have provided a good protection for Putian's imitation shoes. However, the characteristics of "cheap and fine" products of Putian footwear industry are also very much in line with the demand of online shopping, which deeply attracted consumers at that time. According to the local people in Putian, Taobao, who started at that time, even set up special points in Putian to train Putian people how to make Taobao every week.

Nowadays, there are more than 4000 shoe factories in Putian. Hundreds of millions of pairs of sports shoes are produced each year, and the annual output value is as high as RMB about 60000000000 yuan. According to Wu Haiduan, deputy director of Putian Commerce Bureau, in Putian, the factory with an annual output value of more than 20 million is known as "scale". There are 402 shoe factories on a large scale, with a total annual output value of more than 40 billion, and more than 3600 small and medium-sized shoe factories that are not up to scale, with an annual output value of nearly 20 billion. Directly engaged in footwear industry accounted for 350 thousand of the population, accounting for nearly 1/10 of the small town population.

Putian imitation shoes with different grades

Although there are more than 4000 shoe factories in Putian, only more than 300 of them have their own brand shoes, and most of them are engaged in foreign trade and processing. When the demand for orders is not strong, the shoe factory will also produce fake international brand sports shoes, which Putian people call "Ah Fu" (counterfeit goods). These "Ah Fu" circulated to all parts of the country through various non-public channels at night. Some of them were sold on the website of the electronic business openly and openly, and the pictures were genuine goods, and the consumers got their hands in Putian.

For a pair of sports shoes, we can divide them into special company goods, original factory goods, cut shoes (original factory assembled shoes) and imitation shoes. Although they are imitation shoes, a pair of 1:1 imitation shoes is different from ordinary imitation shoes, whether they are workmanship, materials or similarity with genuine shoes. Take the most common ADIDAS shell head, the market will be divided into five kinds: the real head, the imitation head, the real two, the imitation two, the outer space, and so on.

First, let's take a look at the basic classification of Putian's imitation shoes.

1, ordinary imitation shoes (low imitation)

The quality of ordinary imitation shoes is poor. In manufacturing, it simply glues the upper and the shoe with glue. If it is a mesh material, we can even see the glue penetration holes of the low imitation shoes on the net surface, and then bond them with the sole. After the completion, the factory price of the low imitation shoes is generally less than 50, while the incoming price will not be higher than 100, which belongs to the stall grade.

2, refined imitation (Gao Fang)

Although compared with the ordinary imitation shoes, the quality of the imitation shoes has been improved to a certain extent, and the style has also been paid attention to. The rough look is similar to that of the genuine sports shoes, but if there is a close comparison, the difference between them is still quite different. For example, genuine sports shoes may be made of leather, but imitation may use cloth or secondary materials.

3, super A

Compared with the imitation shoes, the quality of the imitation shoes with super A quality has been further improved. Super A quality imitation shoes will be made according to the type, material and workmanship of the authentic products, so the price has improved compared with the imitation shoes. But there are still deficiencies in details, anti-counterfeiting and so on.

4, 1:1

1:1's high quality imitation shoes are the best quality of Putian imitation shoes. From style, workmanship, details, anti-counterfeiting and so on, almost exactly the same as genuine sports shoes, and even some specialist brand specialists are very difficult to distinguish the difference between 1:1 high quality imitation shoes and genuine shoes, and some buyers will also sell 1:1's high-quality imitation shoes as inferior products.

Generally speaking, Putian's imitation shoes are mainly from factory wholesale to first class agents, and are sold to dealers at all levels by the first class agents. Therefore, the common online factory direct selling mode is not applicable to the imitation footwear industry in Putian. After all, for Putian shoe enterprises, the sales volume per night is enough to maintain its good operation condition, and there is no need to explore the retail mode. As a matter of fact, the competition of Putian manufacturers is mostly about quality rather than quality.

The attack on imitation shoes is increasing.

A pair of sports shoes in the brand counters, thousands of dollars in Putian, the factory price may be as long as 100-200 yuan, each pair of Putian imitation shoes, although cheap, but in fact, it is also profitable. At the same time, because the high quality imitation shoes of Putian are hard to be distinguished by ordinary consumers, there are still some products of Putian department in some three or four line cities, and this is undoubtedly a kind of harm to the brand itself and consumers' legitimate rights and interests.

It is worth mentioning that, according to the twenty-first Century Business Review 2013 report, as early as 2007, the New York police seized nearly 300 thousand pairs of fake NIKE shoes from two warehouses in Brook forest area, and the US anti fake operation also opened up the whole network of trafficking: China's high imitation NIKE shoes passed through UPS from New York to more than ten cities such as Buffalo, Rochester, Pittsburgh and so on. 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".

When Putian is known as the "city of fake shoes" by the world, it is imperative for the government to fight against counterfeiting.

After getting the goods in Putian, I was arrested on the way to Guangzhou. "Millions of millions and millions of people have been arrested. It's very safe to earn hundreds of thousands of dollars a year. A native of Putian is excited about this: "if you find a fake, you say you earn 1 million, you have to admit it right away, otherwise he will say that you earn 2 million, and you have to take 2 million out to leave."

Since 2010, Putian has made up its mind to reform the industrial chain of Putian counterfeit sports shoes. At that time, a district mayor of Putian said, "if I do not knock off the fake and inferior, I will remove my district chief." In March 15th of 2014, the Putian industrial and commercial bureau sent 19 trucks and more than 20 thousand pairs of "designer shoes" into the firing room of the thermal power plant to show the determination to fight against counterfeiting.

According to Wu Haiduan, director of the Putian Office of electronic commerce, they have arrested 156 people since 2014 and confiscated about 2 million pairs of fake shoes. Compared to the past, the footwear industry in Putian today has already gained a lot of convergence.

Around 2011, Taobao became the focus of media because of fraud. At a news conference, Ma threw out Putian, "to see, you will shock, that is the black industry chain, the fake base!" since then, Taobao fake shoes electric business entered the cold winter period, Putian is the first to bear the brunt. Taobao has a special "attention" to Putian IP address and Putian identity card all the year round. Putian people's online shop has been batting down and being sealed up faster and faster.

According to the world clothing and shoe net, Taobao launched a close joint action with the public security authorities in 2014. A total of 18 cluster cases were cracked, and more than 200 manufacturing and selling dens were taken off. Nearly 400 suspects were arrested and 130 million counterfeit goods were cleared. Among them, nearly 90% were Taobao's initiative to find out, and the first time to take off the shelves and punish sellers. The report also said it would continue to use big data to help law enforcement agencies crack down on the source of counterfeit goods. And Putian's imitation shoes are also the focus of attack.

Faced with pressure from all sides, the spanformation of Putian's footwear industry is also imminent.

Transformation of imitation footwear industry in Putian

In December 2014, Ali proposed to tilt the resources and support the original national brands, and circulate these products through rural electric business and fast selling to rural and international markets. Putian became the first pilot city of the strategy. However, there is still a long way to go before Putian wants to bid farewell to counterfeiting. There will still be some counterfeit goods coming into the pipeline.

In this regard, Ni Liangceng, senior director of the Alibaba security department, said: "in such a high pressure situation, we find counterfeit goods still have. Putian has very good productivity. If those shoes don't have Nike's logo and no ADI's logo, they can become very positive energy. Ni Liang hopes that the launch of his own brand can absorb the capacity of Putian, so that people who produce fake products will not produce fake products, and produce original brands can also have food to eat, or even earn more.

Therefore, after communicating with the Alibaba group, the Putian municipal government decided that the two sides would develop some high-quality self created brands through the combination of website management and government management, so that more enterprises could find new outlets and directions, so that more counterfeiting and selling businesses could take the initiative to spanform and expand the distribution channels of their own brands. While cracking down on fake commodities, it will not break the way of business survival.

In early 2015, Alibaba group launched the "China Quality" project. After that, with the help of the local government and the electricity supplier Association, Taobao selected 7 manufacturers representing the local shoemaking level to "test the water". After the launch of Taobao's "China made Putian shoes" campaign, Weng Yuyao, mayor of Putian, personally endorsed the 4 brands of Putian, such as Luo Chi, search, Si Wei Qi and Voight, and said, "many of the patents of international big sports shoes are not foreign R & D innovating, but locally developed in Putian. Putian people should make good shoes in China by surpassing international standards. "

In less than 4 days, the mayor played the video of the shoes better than 500 thousand times, and the 7 shoes sold nearly 80 thousand pairs. On the first day, they sold an average of 4 seconds to sell a pair of records. After that, the dealers contacted all over the country. Among them, Miss Vic's high rainbow canvas shoes sold more than 1 pairs in 4 days, especially its color DIY customized shoes attracted 18 thousand people to participate in the design and produced more than 1800 kinds of color combinations.

Under the joint guidance of the Putian government and the electricity suppliers association, the enthusiasm of local shoe enterprises was also ignited soon. In just a half month, more than 50 shoe companies have proposed the intention of spanformation and upgrading to the government of Putian and Ali group. As a result, the spanformation of shoemaking industry in Putian has entered a new era.

epilogue

Compared with the reports of Jinjiang's vigorous launch of its own brand, Putian's spanformation speed is obviously slower. However, the first step of spanformation has already taken place. Putian, which is gradually bidding farewell to the fake shoes manufacturing industry, is striving to make use of the Internet thinking, increase the technology content and personalized elements of the products, mold its own brand, and enhance the competitiveness of Putian's manufacturing in the market.

Although the shoes made in Putian are still labeled as "cheap and good quality", fake products have not been thoroughly cleaned up, but as Zhang Jianfeng, President of the China retail business group of Alibaba group, said, "no one day, the shoes made in Putian can also be famous for high-end products. After all, such cases are not rare in Taobao brand.

More wonderful reports, please pay attention to the world clothing shoes and hats net.