"China'S Famous Rubber Shoes City": The Pformation Of Ruian Footwear Industry From Original Processing To Original Creation

Ruian, Wenzhou, is one of the top 100 counties in China. It is also known as "China's famous rubber shoes city". The city has more than 500 rubber shoes enterprises with an annual output of over 100 million pairs.

Ruian shoe industry has been over thirty years.

In terms of size and quantity, it is second to none in the country. The title of "rubber shoes city" is an honor for Ruian shoe enterprises. But with the rising cost of raw materials and labor, Ruian shoe industry is carrying the dream of "made in China".

In April 20th, reporters followed the growth plan of Beibei network merchants to Ruian, Wenzhou to explore the pformation dream of shoe enterprises.

From generation to originality

Liu Jie after 80 is chairman of COSCO shoe industry in Zhejiang.

According to Liu Jie, COSCO shoes industry was founded in 2010. It has about 10000000 pairs of rubber shoes and has nearly 1000 employees. It is the TOP10 of the industry.

With the same development path of other shoe manufacturers in Wenzhou and Ruian, COSCO is also relying on other brand OEM to start up, relying on the "sample processing" in the middle and distant peak, it has given seventeen eight brand OEM, including HelloKitty, Babu beans and other international famous brands. The rapid development of COSCO is still very proud of Liu Jie.

The profits from the processed brands to the manufacturers are fixed, but with the growth of raw materials, land and labor costs, the pressure on COSCO is increasing. If shoe factories continue to rely on processing for survival, they must expand their scale and surrogate more brands.

Liu Jie said helplessly that the most expensive land in Ruian's Fairy street is land resources. The price of industrial land is more than 500 acres.

Faced with the plight of survival, Liu Jie, a post-80s generation, began to promote the pformation of enterprises a few years ago.

To increase the original design of products in the process of design to production.

Liu Jie said that COSCO now does not satisfy the direct "sample processing", and the brand side is more in a way that the brand shoes are unified by COSCO designers and brands, and the production is completed. COSCO also begins to design its own original brand independently.

In the design of talent acquisition, Liu Jieman is bitter memories. Because of the bad environment in Ruian in the past few years, many people are unwilling to come. COSCO has set up a design studio in Xiamen for a long time. Now COSCO has more than 70 designers and 5 processing brands.

Established in 1990, the global footwear industry in Zhejiang is next to COSCO. It produces more than 20 million pairs of rubber shoes annually, and has been processed for international brands such as big mouth monkeys. There are many origins in the two enterprises. Li Xu, general manager of marketing, who was born in the world 87 years ago, is also a figure in the region.

A few years ago, Li Xuli took the lead in discussing the creation of a brand new babe duck and strengthening the production and development of children's shoes around the world. Now, a brand of light Barba duck has sold 170 thousand pairs of annual sales of babe net, with sales of over 15 million yuan, while the annual sales of children's shoes in the world reached 40%.

On the issue of building the original brand, Li Xu said, "the world is looking for its own brand. Although its brand is more expensive at the beginning, and the marketing channel is difficult to develop, it must also be done. What do you know if you have processed more people?"

In fact, these factories do not lose the international brand for their original brands in quality and design. Moreover, the original design and original brand have become the consensus of Ruian shoe enterprises. Large and small shoe companies are creating their own brands.

In recent years, dozens of shoe brands have been awarded famous brands such as Zhejiang famous brand, Wenzhou famous brand, Ruian famous brand and so on.

From pure line to multi-channel

"COSCO began to contact all major electricity providers in 2013 and began to invest in electricity providers in 2014," Liu Jie said.

COSCO and other shoe manufacturers in Ruian, before 2013, the sales channels of rubber shoes mainly rely on offline agents. The operation of capital chain runs at least once in a quarter, and sales data are in the hands of agents. Manufacturers can not change products according to the real situation of the market.

In Liu Jie's view, the electricity supplier has supplemented COSCO's sales channels. The sales data of the electricity supplier are updated in real time, and the repayment is fast.

But COSCO has gone through many twists and turns when entering the electricity supplier. The first thing to enter is Tmall. Because it doesn't understand that the electricity supplier will not sell a few days in a day, it also needs to paste artificial customer service. It feels very tired and almost needs to be withdrawn. After some groping and learning, it has made Jingdong, Beibei, vip.com and other electronic business platforms.

Similarly, in the global footwear industry Li Xu looks, the electricity supplier lets the global brand expand even more, the marketing is more precise.

In fact, in order to encourage these "made in China" enterprises to develop in the electricity supplier, in recent years, the major platforms have launched the support plan.

Bei Bei net, which focuses on the mother and infant brand, proposed this year's "China's mother infant dream workshop" plan, aiming to find more high-quality original mother and infant brands. Jiang Yuchen, vice president of marketing of Bei Bei net, revealed that in the "mother infant dream workshop" project, Bei Bei network will continue to search for good and low price mother and baby brands. It is estimated that in the next five years, the purchasing cost of Chinese mothers will be reduced by 50%.

To this end, we provide every potential businessman with four parts: the novice cultivation, customization, expert system and strict supervision.

Today, COSCO has accounted for more than 20% of its share. Its original brand, SpongeBob SquarePants, has been on sale at Beibei online, and Liu Jie is confident that the online share will reach 50% in the future. The online share of the global shoe industry shoe shoes has exceeded 35%. In 2017, Babba duck shoes brand is expected to sell more than 300 thousand pairs in Beibei network.

It is understood that most factories in Ruian now have their own business teams.

There has been considerable progress.

But truly complete from the generation to the original, from the single line to the next line to the online and offline integration, it will take time.

For more information, please pay attention to the world clothing shoe and hat net information report.