Shoes And Shoes Industry In Jinjiang Is In A Dilemma Of Homogenization.

In a shoe factory in Jinjiang, Fujian, China, workers are producing sports shoes on the assembly line.

It is not easy to find a business that has little relationship with shoes and clothing industry in Jinjiang, which is under the jurisdiction of Quanzhou.

As the largest economy in Quanzhou, there are many famous domestic enterprises, such as Qipai, Ru Ba, seven wolves, Anta, PEAK, Hongxing Erke and so on.

Jiali Industrial Co., Ltd., a company that manufactures toy cars for children, even manufactures clothing.

"In those days, shoes and clothing were a very good industry. We did other people's work. However, since the financial crisis, the industry has begun to slide, and we have also cut down many clothing businesses."

Xu Haiqing, chairman of Jiali industry, told surging news.

"The crisis has not yet come, but it is not far away.

At present, the order of enterprises has been decreasing. What is most feared now is that the government will include shoes and clothing in overcapacity industry in the future. This will mean that banks need to borrow money and the capital flow should be strained.

In addition, next year, the whole country will implement new environmental protection requirements. Many enterprises have been operating very hard. Next, I am afraid more enterprises will go bankrupt. "

A person in charge of the footwear industry in Quanzhou said.

In July of this year,

Ding Hui's "carry on the road", the Fujian 01353.HK, which has just been listed for six months in Hongkong, has become a "black hole" overnight. The crisis of Quanzhou shoe and clothing enterprises is exposed to the world.

Compared with the "crisis", local officials prefer to use the words "cold winter" and "pformation" to describe the situation at the moment.

Lin Yonghong, deputy director of Jinjiang economic and Trade Bureau, said: "there are more than 2000 shoe making enterprises in Jinjiang. The total production capacity is more than 36 million pairs per year, and there are also leather, shoes, fabrics, printing and dyeing industries at the two ends of the industrial chain. These industries account for more than half of Jinjiang's total industrial output.

At least 2 years ago, the industry has entered the threshold of pformation and upgrading.

Wang Maoquan, vice mayor of Jinjiang, said in a written interview with surging news that the product was affected by the downturn in domestic consumption and the terminal sales slump, plus products.

Since the second half of 2012, Jinjiang sports brand has been plunged into "cold winter".

Jinjiang is facing not only clothing problems, but also the production of baby cars.

"We have been making toys since 1997. In 2000, there were only two or three enterprises in China.

More than 10 years ago, now the industry is also facing the problem of homogenization. Many factories begin to imitate when you produce, imitate quickly, and apply for a patent.

Xu Haiqing said.

Xu Haiqing's experience is also a headache for Quanzhou bosses: when the industry is good, they rush into mass action; when the industry is poor, everyone has to pform.

"Transformation will ultimately solve the problem of innovation."

Lin Yonghong said.

"We are adjusting, and we want to do research and development, sales and outsourcing."

Xu Haiqing said.

Mao Tai (Mao Tai store) (Fujian) shoe material Co., Ltd. deputy general manager Ding Sien's way is "scientific and technological innovation."

"For our industry, what we earn now is a bit of processing money, everyone is fighting the price, and it is hard for the product to have a brand value added.

Better management, lower product defective rate, greater advantage. "

Ding Sien said.

In 2009, Maotai shoe material set up the sole sole research and development center in Fujian province.

"Alone, we spent 20 million or 20 people doing scientific research.

Although there is no big effect yet, this lab can reduce the cost of our mistakes. "

Ding Sien told the surging news.

However, Ding Sien also regrets, "innovation has great risks, and only a few are really successful.

Many patents are difficult to pform, but for large enterprises, they still need to be done. "

The government of Jinjiang is also aware of the problem and is gradually increasing its guidance in scientific and technological innovation.

"Last year, we got more than a dozen invention patents, a reward of 40 thousand yuan, and got a subsidy of five million and six million."

Ding Sien said.

Lin Yonghong told surging journalists that in Jinjiang, big enterprises such as Maotai shoe materials are making innovations themselves, while some small and medium-sized enterprises will provide them with public service platforms.

The public service platform mentioned by Lin Yonghong is similar to Hongshan cultural creation Park, three innovation park, small and medium-sized enterprise science and technology service platform, Productivity Promotion Center, textile shoes and clothing personnel training and technology research and development center, which is invested by the government.

Wang Maoquan said that there have been some achievements in this respect, for example, some enterprises in ceramic industry have applied ceramic tile automatic packaging line, and each production line has reduced more than 20 operators for ceramic enterprises.

This product has been developed successfully on the public service platform.

Apart from the public service platform, Jinjiang has strong support for some emerging industries.

Fujian Na Jin Net Information Technology Co., Ltd. is an experiential 3D display, industrial creativity (Creative store) design company.

Wu Shisheng, director of the company's operation director, told the surging news, "we moved from the town to Jinjiang International Industrial Design Park for more than a month. The Secretary (Jinjiang municipal Party Secretary Chen Rongfa) came 4 times, and the mayor came two times. Our venues were all coordinated by the leaders, three years without rent, and about one hundred thousand saved a year."

"The homogenization of Quanzhou enterprises is very serious. Many enterprises do not have their own designer team, and they have a good designer, some about 1000000 a year, and the cost is very high.

In case of case collection on the net, the cost is reduced, and more resources can be selected.

Wu Shisheng said.

Homogenization, the corresponding solution is differentiated management.

Wang Maoquan said that, under the market force, from last year, a number of sports brands have started the channel, the production capacity structure adjustment work, through the cultivation of the sub line brand, individual products, the implementation of differential marketing, to seek breakthrough.

After more than a year of adjustment, Jinjiang's sports industry has been going out of the trough since the beginning of this year to achieve restorative growth.

"In the first half of, Anta's revenue grew by 28.3% over the same period last year, and the growth rate of orders in the first half of 361 degrees, del Hui and Jordan reached 10%," he said.

Ding Shizhong, chief executive officer of Anta (China) Limited, said: "at present, Anta still has 791 million yuan stock, but the ratio of Treasury to sales is declining. At present, Anta is in a healthy state."

In addition to differentiated marketing, Ding Shizhong attributed the latest changes to organizational change and technology input.

"In the first half of this year, Anta's investment in scientific research was 4.2% of the cost of sales, which was close to 95 million yuan."

Ding Shizhong said frankly, Anta's recovery does not mean the recovery of the whole industry. Not all enterprises can come out of the trough. In the short term, domestic brands will still face serious problems of homogenization and fierce competition.