The "China Shoes Capital" Competition Began In Jinjiang And The World'S Anta.

From counterfeit to OEM to brand, the footwear industry in Jinjiang is experiencing changes and changes. It provides a fresh sample for the development of China's county economy.

In the poor and backward small fishing villages along the southeast coast, a group of farmers who have been fishing for a living for generations have built a shoe making industrial base with an annual output value of over 100 billion yuan by virtue of "one pair of shoes", and hundreds of sports brands such as Anta, 361 and XTEP were born here.

This "China Shoes Capital", which had been reassuring to produce "OEM shoes", was pformed into a brand name and a heavy gold star after the Asian financial crisis.

Jinjiang has been among the top 10 top 100 counties and cities in China for 17 consecutive years, providing a fresh sample for the development of China's county economy.

The competition of "China Shoes Capital" has been started in Jinjiang, Fujian.

Jinjiang said that even in 2001, it was not made in China.

The Industrial Research Institute and other institutions are rated as "China Shoes Capital". Jinjiang, which produces 1 billion 600 million pairs of sports shoes and occupies 40% of the domestic market share, is also entitled to carry the golden signboard.

At that time, Zhejiang shoe merchants, which have a long history of shoe industry and a complete production system, complained that "the cooked ducks fly to the Jinjiang people's pot".

Half a year later, Wenzhou finally came back from the China Light Industry Federation and the China Leather Industry Association for the crown of a more official "Chinese shoe capital".

However, the "battle of capital" did not stop, and later it was staged in Guangzhou, Chengdu, Chongqing and other places.

Compared with the semi official city card of "China Shoes Capital", people seem to be more familiar with sports brands such as Anta, 361 degree, XTEP and Jordan.

By Kong Linghui, Li Yongbo, Jay Chou and other stylistic celebrities endorsed "Anta, I choose, I like" "361 degrees, more love" and "Deerway, on the way" and other brand advertising, inspired people's curiosity about Jinjiang's millennium city.

A group of farmers who have lived in the field of fishing for generations have built a shoe manufacturing base with more than 100 billion yuan and hundreds of sports brands by creating a small fishing village on the southeast coast by virtue of "one pair of shoes". They have been among the top 10 counties in the country for 17 years in a row.

From counterfeit to OEM to brand, the footwear industry in Jinjiang is experiencing changes and changes. It provides a fresh sample for the development of China's county economy.

"Fake shoes": no brand "brand crisis"

Perhaps the inheritance of millennia of immigration genes has shaped the character of Jinjiang people who love to fight and win.

In the history of the Western Jin Dynasty, the Central Plains aristocratic families in the Western Jin Dynasty who had fled the war and fled to the old Dynasty, then renamed their migratory dwelling waters in Jinjiang.

Since the Ming Dynasty, a large number of Jinjiang people who had gone to the South Sea under the floating sea had strong sense of ethnic origin and turned Jinjiang into a famous hometown of overseas Chinese.

The local people have a saying that Jinjiang native lives 1 million Jinjiang people, overseas has 3 million Jinjiang people.

The rise of the footwear industry in Jinjiang stems from the marvelous combination of reform and opening up with the characteristics of "overseas Chinese hometown": no overseas Chinese wearing fashionable clothes, the locals will not pay attention to these "small foreign goods" on shoes and clothing; no state encourages the "three to one patch" business mode, they have no ready conditions to learn to make shoes and make clothes.

In March 1979, 14 people, such as Lin Tuqiu, the villager of Yang Dai village in Chen Dai Town, Jinjiang County, founded the "Yang Dai clothing shoes and hat factory" with the standard of 2000 yuan per capita and raised the first pair of "Jinjiang shoes".

Because of the low technical threshold and low capital investment of hand-made shoemaking, small shops in villages and small towns have arisen.

The villagers took samples of shoes sent or smuggled by overseas Chinese as a sample, and took them apart to imitate them.

Less than 39 square kilometers of Chen Dai Town, soon gathered thousands of small and small shoemaking workshops.

The Chen Dai peasant shoe maker, armed with hammers, scissors and sewing machines, ignited the spark of manufacturing on both sides of the border.

Because of the shortage of supply caused by the shortage economy, the "Jinjiang shoes" without trademarks will not be worried about sales.

The unique information superiority of overseas Chinese hometown makes these "domestic small foreign goods" more competitive in shape design and manufacturing technology.

These grassroots entrepreneurs do not seem to care about making money in their own hands. They do not care about shoes that are worn on others' feet, let alone the brand of shoes.

Reporters in Jinjiang Archives Bureau to check, in 1984, Jinjiang county (including later analysis of Shishi) has approved 5 registered trademarks, after a few years without registration.

It can be seen that trademark starts late and brand consciousness is weak.

Because of the lack of material, technology and technology, some shoes wear off for a few days. Especially after selling to the northern market, the phenomenon of cracking due to dry air and low temperature is everywhere. Consumers are rebuked as "three day shoes" and "street shoes".

A "brand without shoes" and "no quality" shoes in Jinjiang, began to encounter the brand crisis of no brand.

The market is shrinking, products are unsalable, and consumers complain constantly.

Once popular, "Jinjiang shoes" became synonymous with inferior quality "defective products".

"In the most sad days, customers heard that the salesman came from Jinjiang. Without a word, they turned away."

This painful experience, Cai Jinnian, founder of Jinjiang Bang Wei sporting goods development company, is still fresh in memory.

Coincidentally, Wenzhou, Zhejiang, which is more than 500 kilometres northward along the coast, is also notorious for selling fake and shoddy "weekly shoes" and "cardboard shoes".

A bitter Jinjiang people wake up to the fact that the three day shoes with low quality and low price can not last long, and the more they sell, the faster they die.

They began to have a more direct understanding of brand value: shoes with brand names are higher than shoes without brands, and the price of foreign brand shoes is higher than that of domestic shoes.

Originally, "three day shoes" is mainly glue quality is not pass, plus many farmers do not know leather and plastic glue is different, as long as glue is on the shoes, coating, resulting in glue glue, shoe shedding and other quality problems.

Cai Jinnian, like many villagers, finally understood the truth that "there is no market without quality."

Under the premise of ensuring the quality of glue, he also used the way that the teacher used to make cloth shoes, and stitched the soles together with the cord.

Although it seems to be expensive and expensive for others, the village Party branch secretary knows another item: the product quality is good, the customer confidence comes, and the price of shoes will rise with the quality.

In order to separate the inferior shoes from the market, Cai Jinnian took a loud name for his shoes called "trustworthy" and printed the three letters on the shoes.

"This is the first pair of brand shoes of my family!" when he spoke, his eyes showed a glimmer of pride.

However, it is not a good name for the product, it is called brand.

For those farmers who have just laid down their hoes and put up fishing nets, the continuous investment in brand building is no doubt a big problem, far from being easy for some experts and scholars to explain the theory.

Instead of copying the "three no products" that have been criticized by the market, it is better to make counterfeit shoes with complete trademark and packaging.

Some shoe traders who are keen on speculation have found a preemption.

The "secret weapon".

The market is beginning to flood a lot of counterfeit goods.

In September 1991, a registered trademark of "MOHAWK" shoes was infringed by a Hongkong company. Jinjiang's industry and commerce department seized 47 kinds of shoe manufacturers, including 38 brands of "MOHAWK" trademark, which sold and sold counterfeit trade marks and products. In August 1992, Chen Dai town convened a general meeting to check counterfeit and inferior products, and then destroyed 6700 counterfeit and counterfeit goods, 150 thousand counterfeit trademarks.

"At that time, we mainly focused on typical cases, educating most of the masses, guiding enterprises to create their own brands and taking the right road". Lin Shubang, who has passed over the past few years, has been working in this position since he pferred from army to Jinjiang county and County Industrial and Commercial Bureau in 1984 for 17 years.

"Our industry and Commerce Department is not trying to control death, but to manage life!" he still speaks with great confidence.

"OEM shoes": cold stools of "Nike apprentices"

In 1992, Deng Xiaoping delivered a speech in the south, setting the direction for the establishment of China's market economic system.

In the second year, the first "Wang Gu talks" was held in Singapore, and the economic and trade cooperation across the Strait entered a new stage.

At that time, Asia's "four little dragons" manufacturing industry moved to mainland China one after another, and the third industrial pfer in the world entered a stage of scale.

The footwear industry in Taiwan, which controls more than 80% of the world's brand shoe production and trade, has seized the opportunity to gradually liberalize the dual constraints of cross-strait policy and market and speed up the shift of the footwear industry to the mainland.

Jinjiang shoe makers, who are suffering from the "counterfeit road and the road of brands," soon sniffed the business opportunities of the global shoemaking industry, relying on the geographical advantages of Taiwan across the sea, as well as the abundant and cheap labor resources, and a large number of Taiwanese compatriots emigrating from Jinjiang in the early years. Jinjiang is fully qualified to be the first choice to undertake the pfer of Taiwan's footwear industry.

Although Taiwan has invested and built factories, Nike, Adidas and other international brands are in Jinjiang, but most of them are pre market layout, and the scale of capacity building is limited.

Accelerate the pace of reform and opening up, so that the footwear industry in Jinjiang will usher in a new round of industrial development opportunities.

A OEM generation factory mode, which is organized by foreign trade orders, has emerged since then. It can not only improve the management level of enterprises, but also bypass product development, marketing and other difficult problems.

Between counterfeit and brand gap, Jinjiang people found a channel called "OEM".

Soon, overseas orders for foundry were flying like snowflakes, and the Jinjiang shoe companies, like the most successful, were working hard.

"During the day as a boss, sleeping at the floor in the evening", quite a few shoe merchants completed their primitive accumulation during this period.

As orders continue to grow, thousands of shoemaking workshops have decided to increase investment and become small manufacturers with low risk, low cost and stable source of profits.

Although the profits of foundries are decreasing year by year, many shoe traders' foundry business models continue to this day.

To make OEM for Nike, Adidas and other international brands, not only has Jinjiang learned advanced production technology, trained skilled shoemaking workers, improved production management level, improved quality control system, and gradually formed a complete industrial chain.

Some industrial and economic researchers have described these foundry shoe enterprises as "Nike apprentices".

With the ability and experience of producing international brands by foundry, Jinjiang shoe enterprises are not willing to make cold stools for "Nike apprentices" for a long time.

One by one, the brand that sounds popular has started appearing.

The reporter found an interesting phenomenon in the research: in these independent brands, there are many "grams" with the "Nike". The rough statistics include a series of Meck, fly, Wen Ke, Buick, gold lake, Hongxing Erke and so on, and the history of many famous brands seems to have a secret "past".

As early as Anta became famous, Ding and his son once founded the Jinjiang quality shoes Co., Ltd., and produced and sold shoes of "quality seeking" brand. The company had approved the cancellation in 4 menstrual period in 2004. This history is not mentioned in Anta's public information.

In contrast, in 2004, the well-known trademark of "famous for quality" was being applied to China's well-known trademark, but was registered by Taiwan businessman Huang Qing HSI in Taiwan.

Reporters in the national trademark registration inquiry system, clothing, shoes and hats, "quality" trademark is mostly held by Chen Tai, a company called Fujian province quality sports products Co., Ltd., and Anta still holds running shoes (with metal nails), shoes, gymnastics shoes "quality" trademark, patent right until 2026.

The predecessor of "XTEP" was called "Sanxing". In 2001, it was awarded the trademark of XTEP and BUTE.

However, the "XTEP XIEP and map" trademark was snatch by the foregoing Taiwan businessmen.

After the objection raised by Sanxing sporting goods Co., Ltd., the domain name of Taiwan was revoked by the intellectual property Bureau of the Ministry of economic affairs, and the domain name was registered by the Xiamen intermediate people's court.

What is more dramatic is that in 1996, when General Motors Corporation entered the Chinese market, it was stunned by its "Buick" brand car and the "Buick" sneakers.

The Buick (Fujian) Footwear Industry Co., Ltd., founded in 1994, was formerly known as the all things shoe industry, and was formerly called the Hua Feng shoe factory.

In 2004, under the coordination of the relevant departments of the state, Ding Jiantong, founder of the company, officially renamed the "Buick" footwear company to 361 degrees in the tacit agreement that he did not ask for a penny, and each did "pretty".

A Post-80 customer from Zhejiang recalled to reporters that when he was in high school, he asked in the feedback card of Buick shoe industry: does this Buick have anything to do with the American Buick car? Apart from getting a small gift, he did not get a clear answer.

At that time, the atmosphere of playing cards by cards was very popular. "They all say that they are independent brands. Many brands are more like" edge ball ", and everyone has pondered the way.

An insider who asked not to be named told Xinhua Xinhua that many shoe makers wanted to "cut corners" in the year, making brand names with rush registration and plation.

The shoe maker, who earned the first barrel of gold by the OEM OEM, admitted that when he produced and sold the authorized brand shoes, he had even made his own brand with the imitation tape.

At first, sales rose rapidly, but in a few years, they had to fall back.

Even in the Jinjiang shoe industry, which is considered to be a brand name, there is still a small number of enterprises that are truly capable of making brands.

"It is not difficult to know what is going on. It is not that we can learn to make a brand by OEM."

The shoe maker said with great emotion.

"Brand shoes": infrasonic waves of "Jinjiang channel"

Although it has long been known that "OEM is a business of others, a brand is to do its own business", it really makes Jinjiang people resolve to pform and make brand, but it is a big reshuffle brought about by the Asian financial crisis.

In 1997, the financial crisis that swept across Asia broke out.

The export oriented economy and the OEM mode have been hit hard by foreign trade: the foreign trade orders have shrunk sharply and the profit levels have dropped sharply. Many Jinjiang shoe traders are on the verge of losing money. Some small and medium-sized enterprises, which rely solely on external processing, have closed down.

The economic downturn has led to intensified competition and industrial reshuffle, and differentiation and high profits are inseparable from the brand.

Some local shoe salesmen recall that the price of their shoes can be doubled several times as long as they are labeled with foreign brands. The number of OEM orders is less and less.

Wang Qingxiang, Vice Minister of the United Front Work Department of Quanzhou Municipal Committee, told Xinhua Daily Telegraph Tucao, when he attended the Dusseldorf international shoes exhibition in March 1998, found that "we Jinjiang sports shoes are 5 dollars a pair, and sell 99.9 dollars on foreign brands."

Such a wide price gap makes Wang Qingxiang, the mayor of Chen Dai Town, deeply stimulated.

What makes him even more depressed is that the central display of the exhibition hall of Jinjiang enterprises is all international brands. "Jinjiang shoes" are placed in the humble corner.

"When you get back to the hotel, you have a meeting and are determined to create your own brand."

He recalled.

The crisis has made Jinjiang people deeply aware of the pain of "OEM" and stimulated their pursuit of brand.

Thus, finding opportunities from the crisis and building value with brands soon became the consensus of Jinjiang people.

In 1998, Jinjiang put forward "brand building market".

"Implementing regional brand strategy and occupying market dominance" has become the most popular slogan in the world.

In 1999, Ding Shizhong, the founder of Anta, who reinterpreted the meaning of brand with "reassuring entrepreneurship and steadfast conduct", made a strong view on the board of directors. He decided to spend 800 thousand yuan on the table tennis player Kong Linghui to endorse Anta brand and pay 3 million yuan advertising fee to CCTV-5.

According to the financial condition of Anta company, the total cost of "star + advertising" is equal to the total profit of the company in the whole year.

Ding Shizhong's courage and dedication are still admirable to his colleagues.

Most industry experts believe that no matter what kind of marketing strategy or risk assessment is adopted, this behavior of taking 100% profit advertising is a risky gamble.

Kong Linghui and Ding Shizhong both won.

In 2000 Sydney Olympic Games, Kong Linghui won the table tennis men's singles champion.

With the slogan "I choose, I like", Anta's brand is well-known.

From 2001 to 2007, Anta's sales revenue increased from 100 million yuan to 1 billion 250 million yuan.

Since then, Anta has opened up the distance from other shoe companies in Jinjiang, and has become truly worthy of the name.

Bellwether.

If the financial crisis forced Jinjiang shoe enterprises to embark on the "single timber bridge" of their own brands, Beijing's successful bid for the Olympic Games will illuminate the "sunny road" of their brand trip.

The huge success of Anta's "star + advertising" brand mode has found a way out for many shoe makers who are suffering from "no licence". A vigorous "brand building campaign" has been staged in Jinjiang.

From King Lake to Wang Nan, he signed Cai Zhenhua, and invited Nicholas Tse from XTEP to Nicholas Tse to win Jay Chou. From 361 to Italian Lin Dan, he visited Andy Lau, and every household began to play the "star card" -- using star's social popularity to increase product shipments.

For a while, "please invite the most popular".

Big business owners' mantra.

From professional sports shoes to fashion casual shoes, from sports stars to invited literary stars, celebrities not only brought the brand from the "sports meet" to the "concert", but also raised the annual endorsement fee from several hundred thousand yuan to millions of dollars.

Some small shoe companies who can not afford to buy big prices but are "thirsty for Stars" have to move out of the two or three tier celebrities at low prices as "saviours" or simply find a few "star faces" to advertise for them.

In 2003, del Hui signed 10 million yuan for Jay Chou as the brand spokesperson. In 2004, the 361 degree brand advertising was up to 40 million yuan, which invested nearly 10 million yuan in the Olympic Games alone. In 2005, XTEP threw 15 million yuan to sponsor the Nanjing National Games; in 2006, during the German World Cup, the Jinjiang brand, which occupied about CCTV5 1/4 advertising time, attracted hundreds of millions of TV viewers to ridicule CCTV5 as "the channel of Taiwan".

According to statistics, only in 2003, Jinjiang shoe companies hired more than 30 celebrities to speak for themselves and took turns landing on the CCTV5 channel for "advertising bombing".

Since 2004, Jinjiang brand has invested only 6 billion 500 million yuan in CCTV and local satellite TV.

With the popularity of these brand advertisements in the prime time of major TV stations, a large number of sporting goods companies stand out, and the concept of "Chinese sports shoes in Jinjiang" is deeply rooted in the hearts of the people.

There were only 5 registered trademarks in 1984, and 68609 registered trademarks in 2017, including 310 Madrid international trademarks, 42 famous Chinese trademarks, and 220 famous trademarks in Fujian. Jinjiang people have gone out of an unusual brand road.

However, compared to the "Jinjiang channel" lively advertising campaign, an unheard infrasound began to resonate with the Jinjiang brand.

A few years later, Jinjiang people in the market baptism to remove noise, get a clear feedback signal: advertising fever does not mean brand value.

Jinjiang brand only starts from low-end imitation, and pformation and upgrading to the innovation drive of benchmarking international level, in order to break through the low level of industrial level, homogenization of products, and the encirclement of family property rights, and find the real brand support.

"Do not be China's Nike, want to be the world's Anta", Anta's "brand new ten years" brand positioning, let people see the ambition of Jinjiang footwear industry, for the future of Jinjiang brand, build a vision worth looking forward to.