I Sold Real Shoes In Putian, And Everyone Criticized Me For Being Insane. As A Result, Liu Cixin Made An Endorsement.

Fu is fond of kungfu tea, and Guo Jing is no exception.

A cup of Kung Fu tea soaked, Guo Jing suddenly took off his shoes, pulled out the insole, poured all the tea on the insole, and he did not stop using his hands to wipe it. "You see, water can permeate." Then he turned the shoes over and poured a cup of tea, "you see, the water can't seep out."

This technology is very proud of Guo Jing. He said, "even Nike is hard to do."

Guo Jing is a native of Putian. In Putian, which is full of sports shoes, any industrial park is hung with international brand processing signs. However, with the same shoes, the neighboring Jinjiang is born with Anta, XTEP, 361 degrees and other national brands. It is almost impossible for Putian to find a famous local brand, which is shrouded in fake clouds.

Putian people did not fail to work hard. Guo Jingbian is one of them. "We do not lack technology, but the brand awareness is not strong, local talent is small, small brands no one to invest, can not afford to do the promotion." In the 11 year, Guo Jing was a senior engineer from an assembly line worker of Nike factory. Now he has become an entrepreneur, a ONEMIX boss of Putian sports shoes brand.

In the "roaming earth" press conference, screenwriter Liu Cixin put on the same ONEMIX "space tramp shoes" in front of fans. Because Liu Cixin, because of Wu Jing, because of "wandering earth", ONEMIX has harvested the best wave of "endorsement" since its start.

Guo Jingxiang made a brand that could match Nike. "I'm afraid I'm afraid of being laughed at, but I don't think Nike is the product. But I don't think it's terrible to make a brand culture." Guo Jing believed in the saying: "never forget, there will be reverberations."

Nike City

At 11 a.m., the Putian high-speed rail station was surging. A more than 60 year old gentleman is wearing plain cotton padded clothes, and a pair of red and black Nike AJ shoes on his feet are particularly dazzling.

Here, men and women, young and old, most of them have a pair of Nike on their feet. They can quote a series of models of Nike shoes: Flight, Force, Air Max, Shox and so on.

The reason for these people to get wet is the arrival of Nike.

In the 80s of last century, Putian and Taiwan crossed the sea, and attracted a large number of Taiwanese businessmen to set up shoe factories in Putian. These shoe factories are the world's largest brands, including Nike, Adidas, Skech, Puma, CONVERSE and so on. Shoes industry has gradually become a pillar industry in Putian, and even close to half of the local GDP.

In the suburbs of Putian, Nike, the world's largest foundry, has 30 thousand workers in the production of a pair of tide shoes day and night.

Many Putian children go to the shoe factory to do apprentices when they graduate from junior high school. In 1997, Guo Jing took the experience of two years of shoe making and entered Nike factory. Entering Nike was a great event at that time. "The wages of ordinary workers are 700-800 yuan, higher than those of civil servants at that time." Guo Guo Jing said.

The assessment mechanism established by Nike in China is more exciting for young people. Every line worker who has outstanding contribution can have the opportunity of promotion. Promotion means income increase.

In the past years of Nike, Guo Jing has completed the multistage career jump, from apprenticeship to leader of the workshop, and then from the group leader to senior engineer. In 2001, Guo Jing's monthly salary reached 7000 yuan, "almost all the shoe factories in Putian could get the maximum wage."

But before he became a senior engineer, he passed a test.

At that time, the American design team came to Putian with a design draft. They wanted to make an air cushion shoes. However, when the workers who developed this kind of shoes had bubbles at any time, the leader took the design draft to Guo Jing and other three people to solve it. Three people, half a month, worked 12 hours a day, and successfully solved the problem through multiple tests of molds and materials.

In this way, Guo Jing was promoted to B engineer. "Nike is like a stage, it creates a mechanism, and actually promotes workers, through continuous research, experiment, learning and integration with the American team, creating Nike products." It is learnt that Nike has a daily inspection manual, which detailed that all the toe paper and paper lining must be taken out. The bottom of the soft bottom should be inspecting whether there is a car in the heel and the carcass pads, as well as the comfort and permeability of the material.

Whether in the details of manufacturing processes or in the choice of raw materials, the addition of international factories has also made a more refined adjustment to the local industrial chain. Over the past 30 years, a large number of factories have developed a large number of skilled craftsmen. The experience of Nike factory is also helpful for Guo Jing to create his own brand.

According to relevant information, Putian produces nearly one billion pairs of sports shoes annually, with an annual output value of about 60000000000. The number of industrial workers for large scale foundry is 300 thousand, accounting for 1/10 of the small town population.

"So we really do not lack technology." Guo Jingju, for example, Huafeng Industrial and Trade Co., Ltd. is a local shoe manufacturer in Putian. By constantly running in and improving with Nike, the company has become the only supplier in the world that has won the world's three most famous sports brands Nike, Adidas and NB certification. Nike and atti 80% materials are purchased from Putian's factory.

Fake wind and cloud

People's concept has changed with the change of format. Young people are beginning to feel that it is not a proudest thing to go to big brand factories to work, because making high imitation shoes can make more money.

In 2007, Guo Jing left Nike and originally wanted to open a OEM OEM factory, but the funds were insufficient and the project was not done. He went to the stalls in Guangzhou to sell shoes and find opportunities.

At that time, there were many workers who came out of the factory. They quietly took pictures of their shoes, found materials in the locals, found factories one to one, and sold them at a price lower than five or six of the market.

A video has also been circulated on the Internet. It carries out regular quality tests with Putian NB and genuine NB. After a number of tests such as wear resistance, the quality of real shoes and fake shoes is not much different. Fake shoes sneaked into the market. Around 2008, the high imitation business in Putian reached its peak. Many people got rich overnight because they sold imitation shoes.

Anfu electric mall in Putian used to be a fake distributing center.

At 9 in the evening, the reporter took a taxi to the nearby Anfu electric mall. The surrounding roads were occupied by merchant vehicles and logistics stalls from all sides, and the lights were as bright as a night city. This is a business that can't be seen. It's not open in the daytime, and greet guests after 9, so it is called "ghost market" by the local people.

Buyers and sellers come and go in Anfu, enter the door, try shoes, ask price, add WeChat, pay the whole process, but the spanaction of high imitation shoes is difficult to see in the Ming Dynasty. The stalls are mostly private brand products. When the reporter walks into a ball shoe store, he can chat with the owner and add WeChat. He can see a large number of product drawings in his circle of friends, and the order can be completed directly.

Supporting the operation of "ghost market" comes from family workshops and factory workshops around Putian, with the core of OEM as the core, and a large number of businesses produce during the day and enter Anfu electric mall at night. Many businesses received orders on the same night, took delivery at night, and shipped them directly at the delivery points of the mall. Compared with the second day shipment, the delivery time was reduced by one day.

"There are a lot of foreigners coming in and pulling him to Anfu. He comes there in three months, every time he comes to buy imitation shoes and take them back to sell." A taxi driver who lived in Putian for 10 years told reporters.

Guo Jing also tried this pattern. Guo Jingye, who was in Guangzhou, tried to take orders from foreigners, and then returned the order to Putian factory to earn a certain price difference. Until a million dollar high imitation shoe order was sent to Guangzhou on the way, it was discovered and confiscated by the police. Guo Jing began to think about the problem of turning around.

"Many people are making imitation shoes, but they are really not happy. Everyone closed down during the day, and began to steal business in the early morning.

Difficulties in spanformation

The government and Taobao crackdown on high imitation shoes increased, pressing down on the business of hitting the edge ball with genuine shoes. According to incomplete statistics from Alibaba, only in 2014, Taobao seized more than 120 thousand accounts of Putian sellers, and many shops from Putian were always "closed" by Taobao.

Because imitation shoes, Putian has also been labeled "fake" hat, more and more consumers have a lingering fear of Putian shoes.

Jiang Zhixiong, former vice mayor of Putian, has publicly stated that nearly 200 thousand people in Putian are engaged in work related to shoe industry. It seems that they can not solve the problem by fighting hard, and the spanformation is imminent. Simply cracking down on counterfeiting can not fundamentally solve the problem. The government has started positive guidance to encourage everyone to create their own brands.

In 2010, Guo Jing registered the brand. "9 out of 10 people said I was neurotic." the brand of sports shoes is high, and the manpower and material resources to be invested are huge. But Guo Jing's financial strength is difficult to support a new brand.

To the darkest moment, an activity saved Guo Jing. In 2015, Alibaba started with Putian as a starting point, launched China's quality strategy project, and joined with the local government to try to develop some of the high-quality footwear brand to promote more marketers to spanform themselves into distributors of self created brands. "The first batch of 5 enterprises to test water, ONEMIX is one of them." Lin Zhenhua, Secretary General of Putian electricity supplier Association, said.

In order to seize the opportunity, Guo Jing gave up all the processing orders and devoted himself to the online sale of ONEMIX. He also seized the opportunity to seize the opportunity with him, Voight, Si Wei Qi, Luo Chi and other brands.

"For our small brand, such investment is like gambling, or if it is successful, it will not be lost." The result is gratifying. In the Chinese made Putian shoes Fair, the 3 day event sold 170 thousand pairs, averaging 1.5 seconds to sell a pair. During the event, it sold 17 brands 4 years of online sales volume. In that event, ONEMIX sold 30 thousand pairs of shoes.

Since then, more and more enterprises in Putian have begun to realize the importance of brand. But in the market, we still find that many products leave big marks. "The habit of imitation makes the local manufacturing industry lack the ability to innovate." a businessman said that Putian shoes have to make a difficult step from "manufacturing" to "intelligent manufacturing" to expand the market, but most brands still stay in the traditional e-commerce marketing.

In fact, there are three reasons for restricting the development of footwear industry in Putian.

First, the shortage of talents, the relatively small number of local vocational colleges in Putian, has led to the brain drain. "We pay 4500 yuan for the wages of the operators, or we can not recruit people." A seller said.

Second, geographical restrictions, Putian is located in the middle of Fuzhou and Xiamen, high-speed rail can be directly to Xiamen in half an hour, many people go to Xiamen to create a brand, "Xiamen has some advantages such as cross-border policies, which are not in Putian."

Third, most of the dummy's thinking has not changed. They still know the law through the grey way.

"Although it is very difficult, we have the best shoemaking genes in Putian, and I believe that good products will be found." Guo Jingzheng, who is also the president of the Putian electricity supplier Association, is planning a package to keep warm. She wants to establish a Putian pavilion through the cooperation with Alibaba, and gather all the Putian footwear businesses to jointly promote the popularity of Putian shoes.

At present, hundreds of local brands have emerged in Putian, such as ONEMIX, Moore, Voight, Gibson, GUCCI, Tianlun, and so on. Among them, 6 enterprises such as Mo Lei Kou Lei successfully won the famous trademark of Fujian province.

Looking for opportunities

When you sell imitation shoes, you want to be as low-key as possible, but you want to maximize your own brand.

"XTEP, 361 degree, Lining can produce 1-2 million to buy CCTV advertising, and these investments are gambling for us." In the absence of capital investment, how can a small and medium-sized brand help itself? Guo Jing is very helpless. "I am also thinking about the development of the brand."

ONEMIX now has a repeat purchase rate of 40%. They have begun to abandon traditional traffic operation methods and move towards brand content. "We should learn the concept of brand, discover the pain points of users, learn to do brand culture and do content."

Last year, Ali's business experts' quotations, along with the IP of "wandering earth", found Guo Jing, the conjunction of "wandering earth" and ONEMIX, so that Guo Jing did not hesitate to sign cooperation.

"I always don't believe that we can't shoot high standard science fiction movies, just as I don't believe we can build up high-end sports shoes." A pair of "wandering space shoes" had been pre sold before the movie was released. Sales were not hot, but they were far ahead.

As a matter of fact, as early as 2017, the prototype of this shoe had already been produced, and after many rounds of spanformation, a sneaker with three pairs of shoes was built. Just when the production is very heavy, like iron shoes, the team spent 3 years before and after, scrapped 5 sets of abrasives, constantly grinding, only now the lightweight style.

At present, ONEMIX can sell more than 1000 pairs of shoes a day, compared with the target "catch up with Nike", temporarily impossible. The sea has become another strategy to deal with competition pressure. According to Guo Jing, ONEMIX has registered companies in Germany, the United States, Russia and other countries. "Selling for 2 years, the unit price can be sold to 60-70 dollars, better than domestic sales."

Compared with domestic, foreign competition pressure is small. Apart from the high price of international brands, most of the remaining brands are lower priced. ONEMIX's accession has just hit the market gap of the middle price. At present, ONEMIX goes to sea through various channels, such as express selling, and then upgrading and upgrading products according to feedback.

Guo Jing, for example, when a customer in the United States got shoes, there were stitches under the insole, and later they asked for the same order and cut them to the bottom. "We must improve if we want." Guo Jing said that the old standards were rather old-fashioned, and the needs of users continued to improve.

Soroven is also a Putian brand from the wall to pick flowers outside the wall. Before the factory has been receiving foreign trade OEM orders for rain boots, founded in 2016, starting from cross-border electric business, mainly pushing 3D printing soles, automatic lace shoelaces, carbon fiber heating insoles and other new technologies, the average customer price maintained at 50-60 U.S. dollars. Through social media such as ins and Facebook, it has accumulated 2-3 overseas active users.

This year, founder Huang Fengchun wants to try a more competitive Chinese market to see if their creative products are marketable. At present, Huang Feng Chun's biggest headache is quality control, which is the same as Nike, ADI and other factory quality inspection, "hundreds of processes must be stuck."

In the face of many difficulties, many businessmen still choose to stick to it. They never dreamed of going back to their old shoes. He Min, a native of Putian, opened a children's clothing store in the early days, and also bought goods on Taobao and sold imitation shoes. Founded in 2013, the brand CCE began to cut into the bean bean shoes. Too narrow a category restricts the development of the brand to a certain extent. After they realize it, they add more casual shoes, running shoes and board shoes.

He Min said that the biggest reason for insisting on this is the feeling of brand. "You can see that the number keeps rising, and the brand will be more than enough, just like being in love." Huang Fengchun believes that the brand must be able to do it slowly; Guo Jingbao has a consistent confidence, but he has to work harder to grasp the balance of cost and capital.

The pursuit of high quality means high cost, which means that the brand may be trapped by money. He sat on the stool and paused. He said, "I hope that the local brands can go out and let the domestic and foreign countries be shrouded in international brands. The quality of this atmosphere is the key."