Ghost Market Of Putian Electric Mall

Do you want to be an electric supplier selling high imitation shoes? Ha ha, don't look for the black market everywhere.

In Anfu electric mall, Putian, Fujian.

Fake invoices, fake couriers, fake cell phone cards are everywhere, and "safe": it is an e-commerce demonstration base.

This is the most divisive center of a city.

It is 1 kilometres away from the Putian municipal government, and it is cold in the daytime. At night, darkness arouses its vitality. People, cars and shoes come and go, and no longer talk about the paction, it is called "ghost market".

According to the world clothing shoes and hats net, 23 o'clock in January 11th, Anfu

At the intersection of an underground warehouse in a city road, the businessmen who bring shoes and shoes are riding on motorcycles.

In the District of Anfu electric mall, a businessman set out.

A small print that is printed ahead of time.

The technological fire left by the international shoe foundries in the last century in Putian has helped to create and prosper the "fake shoes" to a certain extent.

Today, the foundries have shifted to the lower cost of manpower, and the huge workforce has tortured the dilemma of local economic pformation.

Under the supervision of industry and commerce, electronic business platform and so on, "ghost market" has derived its own defensive world.

They forge "anti-counterfeiting code", change logistics information, and even build WeChat group, install monitors, early warning law enforcement personnel raid.

The 63 year old woman took the shoes to 2 a.m. "morning? We didn't have a morning. It was noon."

A 95 seller talked about a fake shoe and smiled.

At this time, 1 o'clock in the morning, 3 hours away from him.

Not far away, the word "China", which is added to the Anfu mall, is declaring its ambition.

Official 2015 data show that the total area of about 800000 square meters of residential areas, settled in 335 listed merchants, the annual turnover of more than 10 billion yuan, employing network army over 200 thousand, shoes products online sales accounted for at least 20% of the country.

Sleeping in the morning, taking orders in the afternoon, receiving and delivering goods at night, a unique trading habit has created the "ghost market": almost empty during the day, and shops are sporadically opened in the evening.

The car loading and unloading packaging, printed with Nike and other well-known footwear trademarks.

But in the bookshop, this "night after night" is interpreted as "no light."

Officials also did not disclose the proportion of high imitation shoes here.

In the 7 floor of building 26 on the mall, a yellow man danced to the China Youth Daily Zhongqing online reporter about his "struggle history".

"In 2013, I started to work. Now I have cars and houses." he did not shy away from the high imitation shoes, and the annual turnover reached 4 million yuan, and even friends earned 4 million yuan last year's "double 11".

Another man in a suit opened a "stall" on the edge of the "ghost market" express area.

He posted on the forum, leaving QQ, drying out inventory.

Some netizens asked him, "what is the true or false ratio", he said all the false, but "fake the truth, experience once, never forget".

They have "confidence" in the quality of fake shoes.

Lv Shen, a female college student in Putian who lives near ghost city, witnessed the popularity of this place, and then plunge into the electricity business ocean to sell it.

She worked for 3 years, earning twenty or thirty yuan for a pair of shoes, and selling 30 pairs a day at the most. "The quality is really good. I can buy a pair for one year."

All of us owe this to the international shoe foundry industry in Putian in the last century: during the day, people are producing in the factory in full swing, matching the global shoe making technology; at night, they go home to "play the waste heat", and the secret recipe of shoemaking is stolen or bought.

These are undoubtedly fakes, but people in ghosts are avoiding the word "fake".

They invented their own discourse system, "true standard", "high imitation" "1:1", and counterfeiters were called "Ah Fu".

Relatively "real" is a variety of independent brands - for example, some people in the United States "NB" new hundred on the basis of the addition of several numbers or letters, and get the trademark registration.

Outside, some call it "Shanzhai", but in the "ghost market", they have a subtle name -- "edge shoes".

Despite the multiple effects of industrial and commercial, business platform attacks and industry slump, the "ghost market" is becoming more and more depressed. But now, at night, the market junctions at 10 hours sometimes cause traffic jams for two or three minutes.

Some people are wandering in the mall, aiming at seemingly aimless "tourists", issuing small cards, asking if they can buy shoes.

At 1 a.m. on January 7th, a 63 year old lady with a reporter visiting the mall was not sleepy. "I'll show you to the next house. It's upstairs." she said with great vigor, "I work at two o'clock."

The high imitation shoe workshop that can be produced at home supports the heartbeat of "ghost market", which is the output of blood in the rural or urban fringe areas.

In the family workshop, or factory workshop, in short, with the international shoe shoe foundries factory as the center, many "Ah Fu" production and orders during the day, night rush to Anfu mall.

In 2013, the villager Cheng decided to join the army of the "Arab and the rishe".

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In the northern village of Putian, he invited 5 workers and knocked down tens of thousands of yuan and installed two small production lines at home.

Although each one is only more than 10 meters long, the daily output is still more than a thousand double.

This is not difficult for Cheng Xiang.

He worked in a shoe factory for 10 years and was responsible for shoe shaping. This is the final hurdle in the hundreds of processes of shoemaking, that is to say, "parts" such as vamp and sole are combined into a complete pair of shoes.

Now, he just copied the original work into his home, the "parts" that he looked for everywhere, "what material is the material, and what material we use".

For him, the cost of the production of many high imitation shoes is about 100 yuan, which can earn 15 yuan by changing hands. "The price is very pparent, no one can cheat anyone."

If it is replaced, the profit of the shoe factory's OEM is only two or three yuan per pair.

Technology is close and profits are doubled. In a long time, this is a myth of wealth.

"Everyone who knows shoes knows how to do it."

The local shoe maker took the China Youth Daily. Zhongqing online reporter came to a shoemaking workshop. A batch of metal molds were injected into raw materials, heated and lifted, and the soles began to take shape. "If it is" Ah Fu ", get the shoes dismantled and opened (a process of making shoes according to pictures or samples) - press notes, the soles are molded once or two times, and the coefficient of thermal expansion can be roughly analyzed.

For "ah", the sole is the cost of opening the board.

Metal molds usually have to be designed in 6 sizes, "because you can't imitate only 1 yards of shoes". They also need to engrave designs, plus development costs. The whole set may be $2.3 million or more.

Some workshops have long invited a master chef, with a monthly salary of 10 thousand yuan.

Many of these "retail investors" who have served the shoe factories are now serving the "Ah Fu".

The draught has long been away from them: in the 90s of last century, some people sold 20 thousand pairs of shoes and sold thousands of yuan each day, and later, the larger manual workshops knocked them down.

More and more people who are familiar with this way find that farming is no longer a way out. Instead, it is a low threshold, imitation business can quickly accumulate wealth and convert into famous cars, jewelry, and western buildings.

Finally, a group of people began to work together in the "ghost city" during the day of rest, many such "ah" is collecting all kinds of channels to get shoes, shoes and other "parts", urged workers to intensify "assembly"; at six or seven in the evening, "ghost market" the order that came there.

In the same way, he plans to start the delivery route of each stall rapidly.

He never felt that "Ah Fu" was disgraced. In the prime of his business, every time he imitated a batch of shoes, he made a high-profile blueprint in WeChat's circle of friends. "What is there? A lot of people in Putian are doing it."

At 8 in the evening, he drilled into the van that cost 30 thousand yuan and stepped on the accelerator.

The 7 backseats have been removed and the space available can plug hundreds of pairs of shoes. When orders are many, he has to run several rounds between the "ghost market" and the warehouse.

Putian shipments "seconds change" us delivery schedule generally around 9 p.m. delivery to Anfu electric mall.

One or two hours after the "ammunition" was disloaded, the "ghost city" Southern express area, which had been asleep during the day, was gradually revived, busy and even mad: merchants were carrying shoes boxes, fast forward and fast out; electric vehicles were shuttling back and forth, honking the trumpets; sixty or seventy express stalls, workers breaking tear tape, and "hosier" coming one after another.

Even if they are only open at night, according to the "incomplete statistics" released by the official in 2015, the number of courier delivery is still over 150 thousand.

Internet traders are familiar with this work and rest.

Lv Shen sells shoes on WeChat, and goes to the "ghost market" for the time between 9 and 11:30 in the evening. This girl who loves herself in the circle of friends is riding on the electric vehicle to the traffic flow of the electric mall.

In fact, you can't despise anyone who rides an electric car in the ghost market, because they may "drive Land Rover in the daytime".

Booth No. 10 is located in the vicinity of the South Gate of the electricity mall. The location is very good.

"The most people at 11 in the evening."

The waitress put out a stack of Nike, Adidas's packaging, invoices and even the purchase of POS machines, "20 yuan can buy a big bag", and a scratch proof logo that can scratch the coating, one 16, each 5 corners.

Using mobile phones to scan the two-dimensional code of these invoices, the page pops up the address of the exclusive store, scraps the coating, and registers the so-called "national quality surveillance center" website. After entering the verification code, it can really be found.

In fact, this is only a fictitious world created by "ghost market", and guides customers to come here seriously. The pop-up page is only produced by two-dimensional code generation software. The so-called website is suspected of "Shanzhai", and its ICP record information organizer is a private enterprise.

Logistics is also contributing to fraud.

Several facades are on the "off-site" advertisement, that is to say, even if shipped in Putian, logistics can turn the shipment to other cities like Shanghai.

At STO booth, China Youth Daily Zhongqing online reporter sent a express at 1 a.m. on January 12th.

Shen Tong official website shows that at 3:57 on the same day, "Shanghai bonded port area - business 3 parts 6" received this.

In two or three hours, it was almost impossible for Putian to ship to Shanghai, eight hundred or nine hundred kilometers away.

The attendant at booth 56 even promised that it could be shipped from the United States.

She used "SGR international express".

The company's website said its headquarters in the United States, but the search found that this brief copy of another courier company, the last second parts of the original name has forgotten to modify.

Affix the SGR English courier, plus the price of the first 36 yuan, the cargo weight will instantly become "returnees".

At the express stand on the iron sheet, twenty or thirty shoe box sized cartons are attached to the SGR labels issued by the US.

The waiter did not shy away from it. This is a trick to pretend to be sent to China. Sitting in front of the computer, she entered a signed number. "Look, Losangeles has collected, cleared customs, sent it to Shanghai, and then pferred to SF", "there are hundreds of single tickets per night".

Some buyers who know the truth seem to be "willing to fight, willing to get".

At booth 56, the express with SGR "Losangeles Shanghai" label and Shun Feng odd number 92744117* will be sent to Guangdong. The sender is "baby" with the Chinese mobile phone number.

At this time, January 11th at 11 o'clock in the evening.

After 20 hours, the express loaded the car at the Shanghai Qingpu Xianghua bridge business point.

According to courier information, reporter WeChat contacted the recipient Ms. Hu, asking whether there is need for rights protection.

She did not reply. In the subsequent telephone communication, she said only one sentence: "no need, thank you."

In fact, after the "golden basin wash hands" came back to "ghost market", Putian's industrial and commercial departments had never stopped beating the "ghost market" fake products.

They interviewed businessmen and night inspections. In 2013, they visited 36 times in 3 months and fined more than 380 thousand yuan.

They also tried to find the source of counterfeit goods, and proposed to expand the special operations to areas such as rural areas, urban and rural joints, and so on.

Putian is full of hope for Anfu electric mall. In 2015, it announced that it would strive to make the network sales exceed 100 billion yuan in the next 3 years.

However, the monitors became the ears of the counterfeiters and sellers. They were installed in the doorway of the workshop and the seller of the electricity supplier.

A seller of Anfu electric mall said it was "anti industry and Commerce Bureau".

In order to prevent the Blitz inspection, Cheng also sticks to the rule of "everyone doing this": after the goods are completed, they will be pferred to another warehouse and will not remain in the workshop.

The warehouse also understood how to "warm each other". In a underground warehouse separated from the ghost market, a man who rented a warehouse did not hide it: "so many people do (Gao Fangxie), when there are business and industry, the group will notify."

In the view of Cheng Xiang, "catching ghost" sometimes becomes a rent-seeking business of individual law enforcement officers.

His workshops occasionally came to law enforcement officers and did not seal up.

"Who will come to your house?" I know what I mean.

Cheng Xiang is a "sensible" person. He gives "advantages". Later, some mature law enforcement officers will recommend which kind of shoes to sell.

Cheng and Yu are suffering from "ghost market". He and the middlemen are on the alert.

Sometimes, the middleman will not let him go upstairs. "If we are afraid we will know which room he is in, or else he will pay the money, we will come to the door."

The electricity supplier platform is also attacking the sellers.

In August 2015, Alibaba withdrew 380 million product pages in one year, closed 180 thousand Taobao stores, and 675 operators that produced, stored or sold fake goods. At the same time, Tencent blocked more than 11 thousand personal accounts suspected of selling goods, and footwear was a popular category of brand rights protection.

Lv Shen's relatives and friends took the initiative. Her brother set up a high imitation shoe shop and had not yet received the order. The shop was sealed. Her uncle was busy registering Taobao with an ID card, while others bought a good account directly.

She is aware of the risks, because identity card holders may someday complain about being stolen, saying that the store is their own.

Local shoe makers slowly discovered that the situation is not good: the footwear industry in China is increasing and competition intensifies. At the same time, raw materials for shoemaking have risen from 10 thousand yuan per ton to twenty thousand yuan a year, and profits are getting thinner and thinner.

Lv Shen finally stopped selling shoes, and she abandoned the ghost market.

Cheng Xiangye feels the cold winter has arrived - his orders are much less pitiful, sometimes only one or two pairs.

Six months ago, he turned to run and pport from "ghost market".

But there are always people who want to rush into this "Besieged City".

A 6 year ago "gold basin washes hands" the "Arab League" to the reporter admits: once, he responds to the government's appeal, makes the independent brand, but the same production line produces the shoe, hangs can sell 500 yuan, hangs his card to sell only 150 yuan, still cannot sell.

Sitting in front of the tea table, he looked desperate. He thought about it. He handed over his cell phone and a red shoe on the screen.

The businessman, who has lost hundreds of thousands of dollars, said he had spent 200 thousand yuan and recently asked someone to "open up".

In the past 6 years, he has never done "Ah Fu". He is now trying to return to "ghost market" and fight again.

There are 4 "new hundred Lun" stores at the junction of Anfu electric mall.

Local call it "edge" brand.

If it were not for the explanation of the local footwear industry, the 4 brands of "new brun" brand at the intersection of Anfu electric mall in Putian, Fujian were hard to distinguish.

The real new brand is "NB", but here they are "NB:VS", some of them are "NB108 Studio", others are "New Asia Pacific", some of them are "the new brand of the United States", and two words are authorized to add "authorization".

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The R word of the registered trademark has been placed on the plaque of some stores.

In the "ghost market" which is almost closed during the day and bustling at night, the "independent brand" that plays the edge ball is another focus in addition to high imitation shoes.

A chairman of Putian's own brand said that they were "brand without genes". Li Guoping, a professor of Peking University who studied regional economy, called it "big money". He also believed that enterprises should have a higher spirit of innovation and autonomy.

The "imitation" independent brand can only end its own life. In fact, it calls for the pformation of shoes enterprises to build their own brands. This is the card that the Putian government and the electronic business platform should deal with.

The wave of the pformation of the fake economy in some parts of the country swept around in 2011.

In the past few years, some brands have been successfully launched as new stars, and there are also "counterfeit" brands.

Li Guoping believes that the root of these phenomena is driven by short-term economic interests, and some "fake" independent brands are doomed to "self destruction".

Shoemaker Liu Shang (a pseudonym) knows that these truths are undoubtedly correct, but in practice, he is completely in the industry.

Like many practitioners in Putian shoe industry, Liu Shang has made a highly artificial shoe after taking the shoe industry experience. After that, he tried his own brand, but it was pointless.

He registered a Japanese homonym shoe brand, which was sold only in China, to prevent the other party from finding it. He registered several trademarks and made 10 thousand pairs of trial sales, but even the cost was not recovered.

When he returned to the OEM for foreign orders, the accident happened again and again. There were 3 workers injured in the factory in a year. He had not made money yet, but he lost hundreds of thousands of dollars.

This is not an example. Another shoemaker told the China Youth Daily Zhongqing online reporter that he also registered a trademark after adding a "Jindian" Pinyin after a famous brand. Although he had similar appearance, he still applied for the appearance patent.

This kind of hot spot practice originally "he does not die, I also do not die", but in the shoe industry generally experienced the cold winter background, his brand has lost 300 thousand yuan, even the electronic business platform ignores his appearance patent, still decides that his product is imitation.

Sales, popularity, this is the most headache topic of many shoe manufacturers who test the water's own brand.

In the eyes of some scholars, if only playing simple word games on brand names instead of breaking the real problems, the so-called brands will eventually become Shanzhai.

"We need both capital and talent, and the cost almost doubled."

Li Anyu, a professor at the Department of electronic commerce of University of International Business and Economics, seems to realize that the difficulty in realizing simple production to building independent brands is to put costs first.

Individualized creativity icebreaking market is the most cost effective input. Under the pattern of local brands everywhere, personalization has become the most promising label for researchers.

The shoe industry in Putian is not without a successful sample. ONEMIX is a brand known for personalization.

Guo Jingceng, the chairman of the company, was a member of the production line of the shoemaking factory, and later promoted to engineer. He knew well that Guo Jing, who knew the way, understood the difficulty of building the brand, and "the scale could not represent the brand".

Guo Jing told reporters that before he really entered the market, he spent many years doing market research and user research. Finally, they decided to make only "sports shoes" and personalized sports shoes.

As for production, it is not the core problem. Guo Jing just gave these to the experienced factories, while he focused on how to develop products and how to promote them.

In the multimedia reports, many successful shoe makers will talk about their personality, positioning and differentiation.

The shoe factory salesmen who are sensitive to the market become the object of questioning. The consumers with strong demand are dissected by age, occupation and interest. Every pain spot has become the business opportunity of entrepreneurs.

In their eyes, creativity is the way to stand out.

Putian has been labeled "dishonest" by some people, whether or not they are willing to recognize the old label of "dishonest" area.

But it is undeniable that behind some counterfeit products does show the potential of Putian's manufacturing potential. Media reports have said that some fake shoes can only be exposed to professional instruments.

Putian is indeed strong, such as Putian's twin sports sporting goods company "Si Wei Qi".

The sole of this vulcanized canvas can be bent 100 thousand times, while the national standard provides only twenty thousand times of the sole bending standard.

An interview with China Youth Daily Zhongqing online reporter said that Putian is trying to establish "local regional brand".

Just last year, a platform for "Internet + youth entrepreneurship" was launched in Putian, which provides resources integration, technology exchange and personnel training for enterprises and individuals.

For a similar customer base, Li Anyu considered "valuable" and the key lies in creating what the customer base can bring. He believes that the creation base should avoid introducing homogeneity with the local enterprises in Putian, and try to combine the local advantages and introduce matching resources and professionals.

This is not a challenge for shoe companies. In some business owners' eyes, old labels seem to be an inertia.

Every shoe dealer who touches and crawls can tell the passage of the grey era: someone throws out drawings and shoes from the foundries, and then these shoes are copied; someone bribes the shoe factory staff or developers to get a "formula"; someone hears a brand new shoe country, and then goes to buy, return to "dissection" and copy it, then make a windfall; after someone imitated, the original manufacturer temporarily changed the style, and ultimately failed.

In the eyes of the visiting scholars, the old label of "bad faith" has been torn down. What Putian should do is to create a new cultural atmosphere and form a region's different regional characteristics and overall image.

However, despite the escalation of the "anti-counterfeiting" policy between the government and the e-commerce platform, the manufacturing and trading of fake shoes are still repeated.

Li Anyu believes that this phenomenon can not be eradicated. Market demand is an important reason for the operation of these enterprises. Only by changing the consciousness of consumers from the source, reducing market demand and increasing supervision, can this phenomenon be eliminated.

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