Upgrading Of Footwear Industry In Jinjiang

Such a huge industrial cluster is becoming an invincible position in today's increasingly developed technology and increasingly clearer division of labor. It is a common concern and consideration of Jinjiang municipal Party committee, municipal government and Jinjiang footwear enterprises in recent years. In order to find out the way to upgrade the footwear industry in Jinjiang, the reporter conducted in-depth interviews.

　　 Brand: footwear industry Take-off support

Those who have been to Jinjiang say that it is no exaggeration to know Jinjiang first from shoes. Entering Chen Dai Town, the main producing area of shoe making industry in Jinjiang, it is a rich "shoe flavor" that is: the shoe shop is lined up, the merchants are flowing, and there are nearly 600 shoe material shops on the four streets of the "well" shape. The shoe market, which integrates shoe material wholesale, retail, storage and transportation, and shoe machine sales, stretches for several kilometers. Chen Dai shoe material market and Guangdong Dongguan, Zhejiang Wenzhou also known as the three largest shoe industry raw and auxiliary materials market, here, to the shoe making machinery and equipment, small to the shoe nail shoe buckle, as long as the shoe industry needs, everything is available. Walking here is like walking into a world of shoes, and everywhere you can see advertisements related to shoes, which are dazzling in various forms, or on rooftops or on roadsides. This street market attracts more than 30 countries and regions of shoe materials and shoe-making merchants to enter the market, with an annual turnover of about 8000000000 yuan, which is one of the largest shoe material markets in East China.

In 1980s, Jinjiang shoes were mainly made up of relatively primitive tools such as hammers, scissors and sewing machines. They were engaged in production of Pearl slippers and vulcanized shoes with low investment and low technical requirements. Footwear manufacturers mainly made family workshops with extensive production methods and low market efficiency. Since 90s, the footwear industry in Jinjiang has introduced advanced production equipment at home and abroad through joint ventures, and has stepped into the fast track of development by increasing capital and expanding its scale.

stay brand Today, as the main orientation of consumption value, some powerful and discerning enterprises in Jinjiang have invested the focus of their development in building their own brands and improving their product quality. They take technological progress as the guide, pay attention to technological transformation input, and introduce advanced talents and advanced technology to promote the upgrading of products. In recent years, the whole city has introduced more than 2000 sets of automatic shoe making lines, and nearly 60 sets of injection molding machines have been built on EVA soles, and 800 million yuan has been invested in technical renovation funds annually. Many products have approached or reached international advanced level in the aspects of style design, shoe material selection and so on. Anta sports science laboratory is the leading research and development organization in the field of sports products in China. Many enterprises take the initiative to send raw materials to the test before they are ready for production. The awakening of brand awareness has spawned the brand building fever of the footwear industry in Jinjiang, and the brand strategy promoted by the municipal Party committee and the municipal government laid the foundation for the footwear industry in Jinjiang to run from product management to brand management. At present, the footwear industry in the city has 32 well-known trademarks and famous brand products in China, accounting for more than half of the national sports shoes industry, and more than 60 other well-known trademarks and famous brands in Fujian. The more than 30 enterprises set up more than 100 business organizations in more than 20 countries and regions, including the United States and Russia. "Anta" and other enterprises have thousands of outlets and stores in large and medium-sized cities throughout the country.

　　 Exhibition: the starting point of connecting the market

Since 1999, Jinjiang has held eight international footwear industry fairs. Today, this shoe Fair has become a professional exhibition with certain international influence and reputation, and is moving closer to the forefront of internationally renowned footwear exhibitions.

What effect does shoe trade fair have to achieve?

　　 Jinjiang At the beginning of the exhibition, its guiding ideology and development direction have been clearly defined. Yang Yimin, Secretary of the Jinjiang municipal Party committee, said that Jinjiang did not hold a "shoe show". Two, instead of pursuing the "sensational effect", instead of pursuing the "sensational effect", it took Jinjiang's footwear industry as the carrier and platform, and built a bridge and link between production, supply, marketing and research through the convenient and effective exchange and trading form of the exhibition. Then, with the development of the footwear industry, the linkage development of other industries was promoted, so that every shoe fair became a new starting point for enterprises to expand the market at home and abroad.

In order to maintain enough freshness for every exhibition, every buyer and seller who comes to attend the meeting will not return empty handed. At the same time, the local enterprises can get the most valuable information from the shoe Fair every time. The Organizing Committee of the shoe Expo is going to make every effort to create new products. They spend a lot of time and energy studying the excellent experiences and practices of various exhibitions at home and abroad. They go to Germany to investigate the most famous Dusseldorf shoe exhibition in the world, and adopt various methods to absorb and understand the needs and opinions of exhibitors. Hong Yuquan, executive vice mayor of Jinjiang, said that for the members of the organizing committee, the end of every shoe fair means the curtain of the new shoe fair. When the buyers and sellers are content to return, the organizers of the organizing committee have begun to consider how the next Shoe Expo will be held.

　　 Upgrading: building the focus of innovation

After more than 10 years of rapid development, how to make Jinjiang's traditional footwear industry evergreen? This is a common problem faced by government departments and enterprises. Today, the shoe industry in Jinjiang has been making persistent efforts and pursuits from local governments and enterprises for many years. It comes from the awakening of brand awareness and the high sensitivity to market demand. They paid a lot of work for this day.

Coincidentally, while Anta is developing professional shoes for Chinese athletes, Jinjiang's other big shoe manufacturer, Xi Long lung, has formed a strategic partnership with the National Sports Bureau, and plans to launch a nationwide activity called "foot type general inspection" for the first time since May this year. "The sports shoes in the market are generally based on the European shoe last standard," he said. The foot census is designed to produce a shoe last fit for Chinese people. The first hand data are accurately implanted and applied to the product of Xi Long lung.

In recent years, shoemaking enterprises in Jinjiang have made use of the technological strength of domestic universities and scientific research institutions to create provincial or state level enterprises or industry R & D centers, and have intensified efforts in tackling key technologies and key technologies, and developed many individual products with independent intellectual property rights. Some enterprises have even become the drafting units of national standards and industry standards.

In Jinjiang, many people in charge of large enterprises, R & D and sales personnel have many opportunities to go abroad, and the procedures are very simple. Why? In the words of the mayor of Chen Dai Town, it is to "go out" to absorb oxygen, absorb the "oxygen" of the latest technology of foreign counterparts, and absorb the "oxygen" of the development of the world footwear industry. At the same time "oxygen inhalation" brought back a large number of orders. Nowadays, the shoe dealers in Las Vegas can be found everywhere in the shoe exhibitions, the Jinjiang, the Canton Fair and the China sports fair.

In line with the needs of the enterprises, the local government has been committed to the transformation, upgrading and integration of the footwear industry in recent years. It actively promotes industrial restructuring and is committed to building an industrial system that is in line with the actual situation in Jinjiang, with a coordinated structure, a reasonable layout and unique characteristics, so as to enhance the core competitiveness of the footwear industry. The industrial development is gradually transforming from the extensive and rapid growth mode that focuses solely on quantity expansion to the intensive and steady growth mode that pays attention to quality, efficiency and sustainable development. Over the past few years, Jinjiang has issued a number of documents and policies to encourage enterprises to carry out independent innovation and optimize their product structure, enhance the intensity of specialization production and social collaboration within the same industry, promote innovation interaction and competition synergy among enterprises in the cluster, and guide enterprises to shorten the technological gap between enterprises and domestic and foreign counterparts by introducing and transforming advanced technology and equipment at home and abroad, so as to enhance enterprise innovation and enhance the technological content of products. The introduction of these measures has given the enterprise a platform to jump to the high quality and high starting point, and has realized the transformation from the quantity type to the quality type of the footwear industry in Jinjiang.