Brand Travel Of Footwear Industry In Jinjiang

It can be regarded as one of the "local specialties" in Fujian. "Jinjiang shoes capital" in China occupies a big share in the national sports shoes and clothing market.

Along with the reform and opening up to 40 years, from the "local specialty" to the brand, Jinjiang shoes and clothing industry continues to break through, innovate and grow.

The throes and rise of no brand

As one of the earliest open areas in China, along the coast of Fujian, from the early 80s of last century, a large number of able people who came from the private sector and raised primitive capital borrowed from "three to one supplement" and "go to sea".

Relying on geographical advantages, Chen Tai town of Jinjiang has formed a market for peddling goods. The signs of manufacturing industry are gradually showing signs, and the tourism shoes with low production threshold and huge demand become new industries targeted by Jinjiang people.

In 1987, Ding Shizhong carried hundreds of pairs of shoes on the north side. Ding Shuibo built a shed by the river and founded Sanxing shoe factory. They were 17 years old.

Lin Shui pan has been an apprentice in shoe factory for 2 years. Ding Ming has been in the shoe factory for 4 years.

These four people are respectively

,

Xi De Long and

The founder.

Even the employees of "del Hui" feel that the name of "earth is dying" is taken temporarily by the staff of the trade and Industry Bureau.

Lin Ruibin, chairman of Jinjiang Jinfeng shoes industry Co., Ltd. said: "at first, I worked in a shoe factory in Chai Dai. In 1985, I bought a sewing machine and oven with my wife, my old man and my brother-in-law, and then opened the factory, and invested less than a few hundred yuan.

We did not invite workers, we sewed on our own cars, we did not cut beds, cut them manually, and then stitched them up.

Good shoes, I ride my motorcycle to Anhai and Qingyang.

Later, it sold farther and farther, and sold to Shenyang at the farthest.

By 1988 and 1989, there were already 20 workers.

Later, my brother and I opened our own factory.

One year, I went to Hongkong to buy a pair.

Coming back to study, it will be a fire when we go out of production.

Only when our factory grasps the technology, the price has increased from 16 yuan to more than 20 yuan, and the supply is in short supply.

From 1990 to 1999, we developed about 400000 pairs from one year to about 1000000 pairs.

Speaking of the history of entrepreneurship, many of the older generation of shoes and clothing practitioners in Jinjiang share similar but different stories.

At that time, the labor cost was low, and the pportation facilities were bigger than the inland ones. Jinjiang was favored by many foreign customers.

By the 90s of last century, the shoe industry centered on Chen Dai town was everywhere, and every household was doing business related to shoes.

However, after the agglomeration of these industries, with the change of the external environment, the low end competition is not sustainable.

For a long time, the processing plant of Fujian footwear industry is at the low end of the global value chain, and only a small processing cost is obtained.

More and more business owners realize that they need to give their products more resonant names.

In the age of being ignorant of the brand, Ding Mingliang registered the first shoe and garment industry brand "del Hui" in Jinjiang in 1989. Then, "Anta" was born.

After years of apprenticeship, Lin Shui Po set up his own shoe factory Kyushu Ben Ke, and Ding Shuibo's Sanxing entered the Russian market to start foreign trade.

If the development of shoes and clothing industry in Jinjiang in the 90s of last century is developing rapidly, then the footwear industry in Jinjiang in early twentieth Century is boiling blood.

The local has ushered in a historic leap for the first time in the top 100 counties of the country.

When the new pattern of regional economic development has taken shape, it has become a difficult problem for many shoe and clothing enterprises to continue to engage in OEM or to develop their own brands.

In the new century, Kong Linghui endorsed the world champion of men's table tennis by 800 thousand yuan, and put an advertisement on CCTV-5, the first shot for the brand of Jinjiang footwear industry.

An old Jinjiang shoe man recalled: "when Anta's advertisement on the central stage was broadcast, the shoes of the entire warehouse were swept away."

For a time, many manufacturers followed suit.

Wang Nan chose the world champion of women's table tennis and endorsed the sponsorship of the "China sixth College Sports Games special sports shoes".

Xi long long invited Cai Zhenhua, the then Chinese table tennis coach, to speak.

Even at that time, Ding Shuibo, who had already become the export leader, turned his attention to the rising local market. Sanxing also changed its name to XTEP.

Del Hui signed Jay Chou as his spokesman.

Anta will sign Elva Hsiao again.

Hi dragon invited Aaron Kwok to sponsor the awards ceremony of China's pop music list.

For a time, hundreds of sports shoes and clothing brands were born in Jinjiang, and also gave birth to the "Jinjiang channel" of "spokesperson +CCTV-5".

The spokesperson and the TV advertisement on the sky have brought great improvement to the brand awareness. Since then, the brand of shoes and clothing in Jinjiang has won popularity among the people.

Immediately after that, the curtain fell rapidly.

In 2007, Anta became the first brand in Jinjiang shoes and clothing brand. Its market value in Hongkong capital market reached 18 billion 700 million Hong Kong dollars on the day of listing.

361 degrees, PEAK listed in Hongkong, and the company's backdoor listing on NASDAQ...

Data show that in the industrial enterprises above Designated Size in Jinjiang, the output value of textile and garment industry in 2007 was 28 billion 855 million yuan, an increase of 22.3% over the previous year, and the output value of shoemaking and leather making industry was 28 billion 763 million yuan, an increase of 33.4%.

By 2017, the output value of textile and garment industry was 112 billion 461 million yuan, an increase of 11.2% over the previous year, and the output value of footwear industry was 111 billion 285 million yuan, an increase of 8.4%.

In the past ten years, the output value of the textile and footwear industry has increased about 3 times, but the increase is rather embarrassing compared with ten years ago.

Ten years ago, the trend of Jinjiang shoes and clothing industry was very impressive.

Self rescue and breakthroughs in brand development

"The quality of products in Jinjiang is no problem. Those who fall down are in front of their brand dreams.

We are worse than Adidas and Nike, not in shoemaking, but in brand. "

Ding Ming, the former XTEP employee, said.

Once, the footwear industry in Jinjiang is facing a thorny problem.

First of all, the "brand" exists to a certain extent.

Some enterprises are similar to famous brands in name labels, trying to confuse consumers.

To some extent, this method solves some problems of brand building and R & D costs, but it is short sighted.

The author obtained the opinion of 75 consumers aged 16 to 25 by anonymous questionnaire.

The results show that these consumers are divided into two categories: one is that it is the original brand, but once it is "brand", it will be blacklisted. Two, it is known that it is "brand", because the price is low, but it is often ridiculous.

Second, creating brands is not easy.

"I have made the list of internationally famous fast fashion brands, and I have made foreign supermarket lists, which are very large, but the prices are very low.

The price is too high, foreigners are not stupid, they set up offices in Fujian, the office's people inquire everywhere, so we are passively always pursuing production. Only by making quantity can we make money. If you don't take it, other factories will take it.

Chen Xiaoming, general manager of Jinjiang Changming sporting goods Co., Ltd. said that the peak workers were close to 200 people, making 5000 to 6000 pairs of shoes a day.

This hit the pain point of Jinjiang shoe and clothing industry for many years.

Lin Qingfeng, general manager of Jinjiang Jinfeng shoes industry Co., Ltd. is a two generation of Jinjiang shoe and clothing industry returned from abroad. He took over the shoe factory at home.

In the first year, he wanted to build his own brand, and then he gave up in the market at home and abroad.

He said: "Jinjiang's small and medium-sized shoe factory development capability is not strong enough, you do not have the technology to compete with others.

This is a vicious circle! Earlier, the customer provided an international sports big shoe for us to develop. I ran around the shoe market of Chen Tai and visited some of my uncle's factory. None of them could make that material.

I think Jinjiang's small and medium-sized factories have no real ability to create their own brands.

One of my classmates built a cottage brand at home, and the development department came back to buy shoes around the world, then changed them to make their shoes and clothes.

And what surprises me most is that such a development department costs at least a million yuan a year.

It is because of the lack of innovative ability of technology and design that the footwear industry in Jinjiang has lost the right to speak to a certain extent, making local enterprises have been at the bottom of the smile curve for a long time.

On the brand road, Jinjiang shoes and clothing enterprises have gone all the way.

As early as 2005, Anta has spent nearly tens of millions of yuan in funds and established the first high-tech sports science laboratory in China. Now it has contributed more than 41 national patents to Anta. It has been praised as "China sports technology incubator", and has promoted Anta's all-around technology upgrading.

On the one hand, Anta continues to sponsor sports events, and carries out comprehensive cooperation with the CBA professional league, the Chinese Olympic Committee and the State Sports General Administration.

Anta has also become an official NBA market partner and NBA authorized provider.

On the other hand, Anta opened multi brand strategy, launched ANTA KIDS, Anta -NBA joint brand, bought KIDS, Descente (Sprandi), Desanto (Descente), Kolon (Sport Sport), Xiao Xiao Niu (KingKow) and a series of brand name and business rights.

Anta has entered the 4 era, focusing on the sports footwear industry with artisans' spirit. The multi brand combination meets the needs of different market segments. The retail channel is concerned about the consumer experience, and collectivize the operation to strengthen resource integration.

The growth of Anta reflects the pformation of footwear industry in Jinjiang.

Quanzhou strain light sportswear founder Gao Yue Yue, 17 years old, went out to study, bachelor degree, National Cheng Kung University's first full-time mainland student, 27 year old to Quanzhou venture, chose the original brand clothing electric business.

She said: "Jinjiang, as an old shoe and garment manufacturer, has always been in the forefront of the footwear industry. Such a place with complete industrial chain and relatively complete industrial ecology, as long as it has the ability to enhance its strength, is not afraid of finding good manufacturers, and is not afraid of doing good things."

Now, shoes and clothing enterprises in Jinjiang are expanding new channels through market segmentation, precise positioning, channel sinking, and electronic business platform.

In many three or four line cities, shoes and clothing brands from Jinjiang are very common in shopping malls and districts in counties, towns and streets, and become a leading role in the "town economy".

Forming industrial cluster alliance brand

In fact, the manufacturing of shoes and garments in Jinjiang is only a microcosm of thousands of manufacturing industries. It is an inevitable trend to move from "made in China" to "Chinese brand".

Such a pformation requires "leading geese" to guide enterprises to collaborate and form industrial cluster alliances.

"I used to work in a shoe factory in Chen Dai, and later I came out to take orders.

Many processes are sent out and molded in their own factories.

Jinjiang Ju an shoe factory director Chen Fang (a pseudonym) said that his shoe factory from the old shoes all across a small road, slightly larger trucks can not enter, machinery and equipment are slightly outdated, but according to the introduction, this line can make 60 thousand pairs of shoes to 70 thousand pairs per month.

In Jinjiang Chen Dai and Yang Dai area, such a small shoe factory can be said to be three steps.

Such low value-added enterprises can only expand their capacity continuously in order to survive.

As long as the market shrinks and the prices of products fall, enterprises will face a crisis of survival right away.

However, if these small factories have their own strengths and become part of the brand of industrial clusters, there will be 1+1>2 effect.

Lin Qingfeng said, "what I do is the brand OEM of clothing.

Last year, I invited a group of engineers and development teams to develop and upgrade my products.

In my opinion, as long as my product is of good quality and advanced technology, OEM can create a brand. "

At present, there is a trend of light assets in manufacturing industry.

In Quanzhou, the situation of small and medium-sized enterprises' OEM for local big brands has become a trend.

Some large local brand enterprises are sending out OEM jobs to small and medium-sized enterprises, concentrating their firepower on promotion, R & D and brand making.

Driven by these enterprises, the brand of the industrial cluster alliance, which is guided by the leading enterprises and matched by small and medium-sized enterprises, is gradually emerging.

Of course, it is far from enough to form a mature industrial cluster alliance.

Du Jiangang, a professor at Nankai University business school, points out that industrial clusters need external environmental protection, including government, intermediaries, R & D institutions, publicity agencies, and so on.

Secondly, in the stage of brand upgrading, leading enterprises need to be driven.

Again, the government is the helmsman, the relevant industry associations and propaganda agencies are the oars, and the companies in the cluster are the enterprises in the cluster.

In January this year, Jinjiang was appraised as the only well-known brand of sports shoes and clothing industry in the country to establish a demonstration area. Jinjiang fully exerted the important technical support and leading role of the standards in seizing the commanding heights of the market and upgrading the level of industrial development, and encouraged and guided the backbone enterprises and the dominant enterprises to participate in the standard revision work at all levels.

At present, 3 enterprises in the sports footwear industry in Jinjiang participate in the revision of 2 international standards. 29 enterprises are involved in 42 national standards, and 39 enterprises are involved in 43 industry standard setting.

Anta, XTEP, Atlas shoes and other units have been involved in the formulation of ISO16187's "experimental methods of footwear, lining and inner padding," which has become the first international footwear standard developed by our country.

Anta and the world have won the Fujian standard contribution award.

In addition, Jinjiang Institute of engineering technology, Harbin Institute of Technology

Many scientific and technological projects have been developed, and there are many shoe and clothing majors in Universities in Quanzhou.

This year, Quanzhou Textile Garment Institute led the establishment of Quanzhou textile shoes and Clothing Vocational College Alliance, aiming to explore the "cluster development" mode of regional vocational colleges.

Under the stimulation of the globalized economy, the demand of the market players has increased sharply, and the electricity supplier has become an important channel for the footwear industry in Jinjiang.

"Fish swim thousands of miles away, heart in the harbor" - this is a new design of Quanzhou original shoes and clothing brand.

Gao Minyue said, "put

As a carrier of cultural communication, telling a story and expressing a spirit is actually a form of cross-border joint name abroad.

We have jointly released this product with the association of overseas students in Quanzhou.

I extract two elements from the spirit of Quanzhou: "love to win," "love home loves home".

Taking the goldfish lane of Licheng district as an inspiration, three small goldfish on the ground are extracted. They symbolize the multi inclusive old Quanzhou people, the new Quanzhou people and the overseas Quanzhou people. Together, we can compete with the upstream to truly bring Quanzhou to the world and let the world know Quanzhou.

The most valuable part of brand is to impress consumers.

Putting the brand into culture not only increases the vitality of the product, but also improves the added value of the product.

The footwear industry in Jinjiang urgently needs more designs with cultural details and artistic connotation to consolidate core competitiveness.

Lead the way to the high-end smile curve.