The footwear industry is one of Fujian's "local specialties", and Jinjiang, the capital of Chinese footwear, has a significant share in the national sports footwear market. Along with the reform and opening up to 40 years, from "local specialties" to the numerous brands, Jinjiang footwear industry continues to break through, innovate and grow.
Pain and rise of no brand
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As one of the earliest open areas in China, in the coastal area of Fujian Province, since the early 1980s, a large number of talented people from the people who can raise the original capital have started their business by "three to one compensation" and "going to the sea".
Depending on the geographical advantages, Chendai town in Jinjiang has formed a market for selling goods, and the manufacturing industry is gradually emerging, while the production of tourist shoes with low threshold and huge demand has become a new industry targeted by Jinjiang people.
In 1987, Ding Shizhong carried hundreds of pairs of shoes to the north, and Ding Shuibo set up a shed by the river and founded Sanxing shoes factory. They were 17 years old. Lin shuipan has been an apprentice in the shoe factory for 2 years; Ding Mingliang has been in the shoe factory for 4 years
These four are the founders of Anta, tebuk, Cedron and Delphi. And the name of "Delphi", which even the employees think is "local and deadly", was temporarily chosen by the staff of the Bureau of industry and commerce.
Lin Ruibin, chairman of Jinjiang Jinfeng Shoes Co., Ltd., said: "at first, I worked in a shoe factory in Chendai. In 1985, I started to buy a needle car and an oven with my wife, my father-in-law and my brother-in-law, and started the factory with an investment of less than several hundred yuan. We didn't invite workers to sew by ourselves. At that time, we didn't have a cutting bed. We cut it by hand and sew it to shape. Good shoes, I ride a motorcycle to Anhai, Qingyang to sell. Later, the farther they sold, the farthest they sold to Shenyang. By 1988 and 1989, there were 20 workers. Later, I started my own factory with my eldest brother. One year, I went to Hong Kong to buy a pair of sandals and came back for research. As soon as the production went on, it became hot. Only our factory has mastered the technology, and the price once increased from 16 yuan to more than 20 yuan. From 1990 to 1999, we went from doing more than 400000 pairs a year to more than one million pairs. " Speaking of the history of entrepreneurship, many of the older generation of shoes and clothing practitioners in Jinjiang have similar but different stories.
At that time, the labor cost was low, and the transportation supporting facilities had great advantages over the inland. Jinjiang was favored by many foreign customers. By the 1990s, the shoe industry centered in Chendai town was in full bloom, and every household was engaged in shoe related business. However, with the change of the external environment, the low-end competition is not sustainable. For a long time, the processing factory of Fujian footwear industry was at the low end of the global value chain, only getting a small processing cost.
More and more business owners realize that they need to give their products a louder name. At that time, when he was still ignorant of the brand, Ding Mingliang registered the first local shoe and clothing industry trademark "Delphi" in Jinjiang in 1989, followed by the birth of "Anta". Lin shuipan, who had been an apprentice for many years, set up his own shoe factory, Kyushu Benke. Ding Shuibo's Sanxing entered the Russian market to do foreign trade.
If the development of Jinjiang's shoes and clothing industry is rapid in the 1990s, the industry of Jinjiang's shoes and clothing in the early 20th century is full of blood. The region has ushered in a historic leap - the first time it has entered the top ten of the top 100 counties in the country. When the new pattern of regional economic development takes shape, it is a difficult problem for many shoe and clothing enterprises to continue to engage in OEM or to vigorously develop their own brands.
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In the new century, Anta invited Kong Linghui, the world champion of men's table tennis, to speak for it with 800000 yuan, and put advertisements on CCTV-5, which started the first shot on the road of Jinjiang shoes and clothing industry brand.
"An" old Jinjiang "shoes and clothing people recalled:" Anta in the CCTV advertising broadcast, the entire warehouse shoes were swept away. "
At one time, many manufacturers followed suit. Jinlaike chose Wang Nan, the world champion of women's table tennis, as the spokesperson, and won the sponsorship rights of "special sports shoes for the 6th China University Games". Xidelong invited Cai Zhenhua, then the head coach of Chinese table tennis, to speak for it. Even Ding Shuibo, who had become the king of export at that time, turned his eyes to the rising local market, and Sanxing changed its name to Tebu. Delphi signed Jay Chou as its spokesman. Anta signs Xiao Yaxuan again. Xidelong invited Guo Fucheng to sponsor the award ceremony of Chinese pop music ranking At one time, hundreds of sports shoes and clothing brands were born in Jinjiang, which also gave birth to the "Jinjiang channel" of "spokesperson + CCTV-5".
Since then, the brand of Jinjiang shoes and clothing has become popular and well-known. Then, the listing curtain quickly opened. In 2007, Anta became the first share of Jinjiang shoes and clothing brand. On the day of listing, its closing market value in Hong Kong capital market reached HK $18.7 billion. 361 °, peak listed in Hong Kong, and sidelong listed in Nasdaq backdoor
Data shows that in 2007, the output value of textile and garment industry was 28.855 billion yuan, an increase of 22.3% over the previous year, and that of shoe and leather industry was 28.763 billion yuan, an increase of 33.4%. By 2017, the output value of the textile and garment industry was 112.461 billion yuan, an increase of 11.2% over the previous year; the output value of the footwear industry was 111.285 billion yuan, an increase of 8.4%. In the past ten years, the output value of textile, footwear and clothing industry has increased about three times, but the growth rate is rather embarrassing compared with that of ten years ago. Ten years ago, the boiling trend of Jinjiang shoes and clothing industry was impressive.
Self rescue and breakthrough of brand development
"There is no problem with the quality of Jinjiang's products. Those enterprises that fall down are in front of their own brand dreams. What we are worse than Adidas and Nike is not the shoemaking technology, but the brand. " Ding Ming, a former Tebu employee, said.
Once upon a time, Jinjiang shoes and clothing industry faced a tough problem.
First of all, there is a certain degree of "near brand". Some enterprises are similar to famous brands in name and logo, trying to confuse consumers. To some extent, this method solves some problems of brand building and R & D cost, but it is short-sighted.
The author obtained the opinions of 75 consumers aged 16 to 25 through anonymous questionnaire. The results show that there are two kinds of consumers' perception of "parabrand", one is that they mistakenly think it is the original brand, but once they find it is "parabrand", they will blacklist it; the other is that they know it is "parabrand", because the price is low and they spend money, but they often laugh.
Second, it's not easy to create your own brand.
"I have the list of international famous fast fashion brands and the list of foreign supermarkets. The quantity is very large, but the price is very low. The price is too high, and foreigners are not stupid. They set up offices in Fujian, and the people in the offices inquired everywhere. So we have been passively pursuing the output. Only by doing the 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 during the peak period, there are nearly 200 workers who can make 5000 to 6000 pairs of shoes a day.
This is hitting a pain point that Jinjiang footwear industry has been lingering for many years.
Lin Qingfeng, general manager of Jinjiang Jinfeng Shoes Co., Ltd. is a second generation of Jinjiang shoes and clothing industry who returned from studying abroad and took over the shoes factory at home. In the first year, he wanted to create his own brand and gave up after a round of market research at home and abroad. "The development capacity of small and medium-sized shoes factories in Jinjiang is not strong enough. If you don't have the technology, you have to compete with others in price," he said. This is a vicious circle! Earlier, the customer provided us with a sample shoe of an international sports brand to develop. I went to Chendai's shoe material market and visited some uncle Shi's factories. None of them could make that material. I don't think small and medium-sized factories in Jinjiang have the ability to really create their own brands. A classmate of mine is making a fake brand at home. The development department buys sample shoes from all over the world, and then changes them to make their shoes and clothes. And what surprises me most is that such a development department needs at least a million yuan a year. "
It is the lack of innovation ability of technology and design that leads to the lack of industry voice in Jinjiang footwear industry to a certain extent, making local enterprises have been at the bottom of the smile curve for a long time.
On the road of brand, Jinjiang shoes and clothing enterprises have gone on and on.
As early as 2005, Anta has spent nearly ten million yuan to establish the first high-tech sports science laboratory in China. Now it has contributed more than 41 national patents to Anta, known as "China sports technology incubator", which has led to the all-round "technology upgrading" of Anta brand.
On the one hand, Anta continues to sponsor sports events, and carries out comprehensive cooperation with CBA Professional League, the Chinese Olympic Committee, the State Administration of sport and other institutions. Anta has also become the official market partner of NBA and the authorized business of NBA.
On the other hand, Anta launched the multi brand strategy, launched Anta kids, Anta NBA co brand, acquired the trademark use and business rights of a series of brands, such as FILA, sprandi, Descente, Kolon sport and kingkow.
An has stepped into the 4.0 era, focusing on the sports shoes and clothing industry with the spirit of craftsmanship, multi brand combination to meet the needs of different market segments, omni-channel retail to focus on consumer experience, and group operation to strengthen resource integration.
Anta's growth reflects the transformation of Jinjiang footwear industry.
Gao Minyue, founder of Quanzhou emergency light sports clothing, went out to study since he was 17 years old, with a bachelor's degree and two degrees. He was the first full-time student in the Creation Institute of Taiwan successful university. At the age of 27, he returned to Quanzhou to start a business. He chose the original brand clothing e-commerce. "Jinjiang, as an old shoe and clothing manufacturing city, has always been at the forefront of the shoe and clothing industry. Such a place with a complete industrial chain and relatively complete industrial ecology, as long as it has the ability to improve its strength, it is not afraid to find good manufacturers to cooperate with it or to do good things," she said
Now, Jinjiang shoes and clothing enterprises expand new channels through market segmentation, precise positioning, channel sinking, e-commerce platform and other ways. In many third and fourth tier cities, shoes and clothing brands from Jinjiang are very common in shopping malls and prosperous areas of counties, towns and streets, and become a leading role in "town economy".
Forming industrial cluster alliance brand
In fact, Jinjiang shoes and clothing manufacturing industry is just a miniature of thousands of manufacturing industry, and it is an inevitable trend from "made in China" to "Chinese brand". Such transformation requires "leading geese" to guide enterprise cooperation and form industrial cluster alliance.
"I used to work in a shoe factory in Chendai, but later came out to pick up the order myself. Many processes are sent out, forming in their own factory Chen Fang (pseudonym), director of Jin Jiang ju'an shoes factory, said that his shoes factory went in from a path opposite to the old shoes capital, but the slightly larger trucks could not go in, and the machines and equipment were slightly old, but according to the report, this assembly line can make 60000 to 70000 pairs of shoes a month. In Chendai and yangdai areas of Jinjiang, such a small shoe factory can be said to be one in three steps.
Such low value-added enterprises, in order to survive, can only continue to expand production capacity. As long as the market shrinks and the product price drops, the enterprise will immediately face a survival crisis. However, if these small factories have their own advantages and are connected to form a part of industrial cluster brand, the effect of 1 + 1 > 2 may appear.
Lin Qingfeng said: "what I do is to make clothing brand OEM. Last year, I hired a group of engineers and development teams to develop and upgrade my products. In my opinion, as long as my products are of good quality and advanced technology, OEM can also create a brand. "
At present, there is a trend of asset light in manufacturing industry. In Quanzhou, small and medium-sized enterprises have become the trend of OEM for local big brands. Some of the local big brand enterprises send their OEM work to small and medium-sized enterprises, and focus on promotion, research and development, and brand building. Driven by these enterprises, the brand of industrial cluster alliance led by leading enterprises and supported by small and medium-sized enterprises has gradually taken shape.
Of course, to form a mature industrial cluster alliance, enterprises alone are far from enough.
Du Jiangang, a professor at the Business School of Nankai University, pointed out that industrial clusters need to have external environment maintenance, including government, intermediary agencies, research and development institutions, publicity agencies, etc. Secondly, in the stage of brand promotion, it needs to be driven by leading enterprises. Thirdly, the government is the helmsman, the relevant industry associations and propaganda agencies are rowers, and the enterprises in the cluster are sitting in the boat.
In January this year, Jinjiang was awarded the only famous brand building demonstration area of sports shoes and clothing industry in China. Jinjiang city gave full play to the important technical support and leading role of standards in seizing market commanding point and improving industrial development level, and encouraged and guided key enterprises and advantageous enterprises to participate in the standard formulation and revision at all levels.
At present, there are 3 enterprises participating in the formulation and revision of 2 international standards, 29 enterprises participating in the formulation of 42 national standards and 39 enterprises participating in the formulation of 43 industrial standards. Anta, Tebu, Huanqiu and other units participated in the formulation of iso16187 "antibacterial performance of footwear upper, lining and insole test methods", which became the first international footwear standard led by China. Anta and HQC won the standard contribution award of Fujian Province.
In addition, the Institute of engineering and technology of Harbin University of technology in Jinjiang has developed a number of scientific and technological projects in the footwear industry, and there are also many footwear majors in Quanzhou universities. This year, led by Quanzhou textile and clothing vocational college, Quanzhou textile and footwear Vocational College Alliance was established to explore the "cluster development" mode of regional vocational colleges.
Under the stimulation of global economy, the demand of market main body increases sharply, and e-commerce has become an important channel of Jinjiang shoes and clothing industry.
"Fish travel thousands of miles, heart in the old port" - this is a new design of Quanzhou original shoes and clothing e-commerce brand.
Gao Minyue said: "taking clothing as the carrier of cultural communication, telling a story and expressing a spirit, in fact, there has been such a cross-border joint name form in foreign countries. We released this product jointly with Quanzhou Overseas Students Association. I extracted two elements from Quanzhou spirit - 'love to fight will win' and 'love home and love hometown'. Inspired by the Jinyu Lane in Licheng District, three small local goldfish are extracted, which symbolizes the diversity and inclusiveness of the old Quanzhou people, the new Quanzhou people and the overseas Quanzhou people. Only by "competing for the upper reaches" can we really bring Quanzhou to the world and let the world know Quanzhou. "
The most valuable part of a brand is that it can impress consumers. Putting the brand into culture not only increases the vitality of the product, but also enhances the added value of the product. Jinjiang shoes and clothing industry urgently needs more such designs with cultural and artistic connotations to consolidate its core competitiveness and fashion leading force and move towards the high end of smile curve
Source: Fujian daily. Please let us know if the copyright is involved. We will delete it immediately
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