Putian footwear industry launched a special industry to enhance the battle

The number of employees is 500,000. The annual output value is more than 300 billion yuan, but it is based on OEM. There are no "China Famous Trademarks" for 2,100 companies. In this regard, Putian, Fujian Province, launched a special industry promotion campaign

"After more than a year's efforts, the current Putian footwear brand monopoly area has entered China's northeast, northwest and other markets and the effect is obvious, through the alliance platform to transform the industry advantage into a brand advantage. "On the evening of August 23, Wang Jialin, director of the Economic and Trade Committee of Putian City, Fujian Province, said in an interview with reporters that Putian shoe enterprises under pressure have realized the importance of their own brands. According to the characteristics of the local footwear industry, Putian will focus on We will strive to “enhance the special industries to enhance the battle.” We will launch 10 measures and work hard for 150 days to promote the rapid development of the industry and trade economy, encourage shoe enterprises to become bigger and stronger independent brands, and fully support some shoe companies to go public soon.

It is understood that from January to July this year, Putian exported a total of 41,000 batches of footwear with a value of 1.085 billion U.S. dollars, a year-on-year increase of 21.5% and 25% respectively, and the export value hit a record high in the same period. Putian footwear exports are diversified. Exports cover 143 countries and regions around the world. The United States, the European Union and Japan account for about 80% of the market. Export footwear products mainly include rubber shoes, sports shoes, and cloth shoes, forming baby shoes to adult shoes. , The full range of patterns.

The "pillar"-based pillars are unreliable. "The shoemaking industry is the traditional advantage industry in our city and it is also a pillar industry." Wang Jialin said that Putian's footwear industry was more developed in the Ming Dynasty, and Putian took over Taiwan after reform and opening up. The transfer of the shoe industry, rapid development of industrial scale and manufacturing technology has become an important shoe production base in China and even the world. At present, there are more than 2,100 footwear companies in the city, employing about 500,000 employees. This year, Putian City was awarded the title of “Chinese Footwear Export Base” and became the second in the country and the first city in Fujian to win this honor. Putian shoes industry has grown at a rate of more than 100 new production lines each year and has quickly grown to become the top ten industrial clusters in Putian.

"It will only be done, and it will not be greeted." Wang Jialin made an image metaphor for the current situation of Putian footwear industry. "The shoes produced in Putian are the world's top branded shoes, and the manufacturing capacity has reached the international first-class level."

It is understood that Putian footwear industry lacks its own brand, and has been processing "OEM" for the most part, such as Putian Xiefeng, Fufeng and other employees whose shoe factories exceed 10,000 people. It is famous in Fujian and even the whole country for "OEM." In fact, it can be seen from the number of exports of Putian footwear products every year that Putian footwear is mainly exported and earns low processing fees.

Due to the long-term processing of imported materials, it has created a deadly weakness in Putian footwear industry with weak brand awareness and insufficient innovation capacity. Putian traditional footwear industry utilizes labor advantages to engage in simple production and processing, and long-term OEM processing to earn a meager processing fee. Reporters in Putian, many shoe companies do not even see the brains of corporate development - R & D center.

“Without independent brands, the development of enterprises has been greatly constrained. With the increase in costs and the change in the international trade situation, it is difficult to meet the needs of the survival and development of enterprises simply by obtaining the profits from the form of OEM processing.” According to reports, it is known as “ "Shoe City," Putian only footwear "China Top Brand Products", the national inspection-free products, one, only the province's footwear industry, "China Top Brand Products" of 7.7%, 58 countries 2% of inspection-free products; only province There are 4 brand names and 6 provincial-level famous trademarks, which account for only 4.7% of the 85 province-level brand names in the province and 7.6% of 79 provincial-level famous brands. So far, there is no “China Famous Brand”.

"Low-grade, low-cost, low-profit" circulation "Excessively high extroversion, less self-owned brands, insufficient industrial chain extension, and insufficient industry concentration have caused Putian footwear to be caught off guard when it comes to responding to the crisis." Although the footwear industry in Putian City is relatively small, Large, but only pay attention to processing, restricting its development momentum.

According to statistics of the Putian City Economic and Trade Commission, in Putian City shoemaking enterprises, the cost of raw materials for shoe materials accounted for about 60% of the production value. Due to the high price of shoe materials in Putian City, the operating variety is single and incomplete, of which more than 70% of shoe materials are Purchases from Jinjiang and Wenzhou have increased the company’s production costs and have affected the market competitiveness of the products.

In terms of talents, there is a shortage of professional and technical personnel, and the ability to innovate is insufficient. According to preliminary statistics, the existing professional technical staff of Putian shoe-making enterprises accounted for less than 1% of the total number of employees, and the proportion of professionals in leading enterprises did not reach 1.5%. This directly led to the technological innovation and new products of the footwear industry in Putian City. The development capability is generally not high, and it is difficult to increase the core competitiveness. Many small and medium-sized shoe companies have been processing or mimicking and plagiarism, leading to product homogenization, and the disadvantages of “low-grade, low-cost, low-profit” have been difficult to crack.

Because companies lack effective protection of intellectual property rights, large-scale companies spend a lot of money developing new products. When a listing is copied, the plagiarist has no development cost and cuts down on the work. The product price is naturally cheap, and it quickly wins market share, squeezing the development space of the original development company, leading to vicious competition.

Most of Putian shoe-making enterprises are still processing materials. For many years, they have been making export orders. Some companies have become accustomed to low-price competition and have no ability to innovate.

Began to bid farewell to low-cost and low-profit "At present, with the rise in labor costs, land and other production costs, the appreciation of the renminbi, footwear exports no longer have a price advantage." Wang Jialin pointed out that after decades of development, the manufacturing capacity of Putian footwear industry has been the country's first-class Level, which requires the active guidance of relevant government departments, from the "manufacturing" to "creative" development.

According to reports, regarding the problem of poor domestic sales of Putian footwear, the city's Economic and Trade Commission and the Municipal Footwear Association organized 18 local shoe companies and established the “Putian Footwear Brand Monopoly Zone”, organized a “bundling company to open up markets” and created “ The government has set up a platform, led by associations, led by leading companies, and participated in by enterprises, and has actively explored the domestic market. In response to the lack of research and development capabilities, the Putian municipal government allocated a large part of the 20 million yuan industrial fund for R&D investment in the shoe industry, and set up points in Chengdu, Shenyang, etc., and bundled together to promote Putian. "Shoes", the domestic market is gradually opening.

At present, Putian has used this city as an opportunity to become the export base of footwear industry in Fujian Province, breaking the boundaries of administrative boundaries, establishing regional shoe industry clusters that radiate surrounding counties with Hanjiang, Lucheng, and Chengxiang as centers, and doing a good job of industrial cluster development planning. . For qualified companies, help them achieve leapfrog development through various forms such as listing financing, capital increase and stock expansion, and joint mergers and acquisitions, becoming the “aircraft carrier” or “flagship” of the shoemaking industry in the region. In order to honor the Provincial Party Committee and the provincial government's "Several Opinions on Supporting the Development of Small and Medium-sized Enterprises," and other preferential policies, we will further create a favorable environment for the development of the footwear industry.

Wang Jialin told reporters that directing industries to shift from high value-added, expanding into new areas, and developing into large industries is the direction of optimization and upgrading of Putian's industrial structure. To this end, Putian shoes industry will undergo a qualitative change.

The Putian government believes that through the institutional innovation of the alliance, it will coordinate the professional division of labor of the Putian shoe industry and have the ability and strength to create an independent international brand that belongs to Putian people. Say goodbye to the meager advantage of relying on low labor advantages. The era of processing fees.

"Transformation of industrial advantages into brand advantages, development from the production and trade type to the brand management industry, and the realization of the leap from 'manufacturing' to 'creation'." This is the goal of the footwear industry in Putian City.