Transformation Of Brand And Technology Is The Two Best Recipe For Shoe Companies.

　　人有“20弱冠，30而立，40不惑”之說，在第十二屆中國（晉江）國際鞋業博覽會上，記者聽得最多的是“轉型升級”——“弱冠”年華的中國鞋都晉江，正面臨變革困惑。

Strong: every 12 people in the world own a pair of Jinjiang shoes.

Reporters learned at the shoe fair that, as an important pillar of Jinjiang's national economic development, Jinjiang footwear industry has become one of the most mature industrial clusters in Jinjiang. At present, 950 million pairs of shoes are produced annually, and every 12 people in the world own a pair of Jinjiang shoes.

According to the briefing, there are 3016 footwear manufacturers in Jinjiang, with 950 million pairs of shoes per year, of which sports and tourism shoes account for 40% of the total output of the country and 20% of the world's total output, and the products are exported to 163 countries and regions.

In addition to the advantages of "quantity", the footwear industry in Jinjiang also has a complete industrial ecological chain. It has formed a good pattern of production of shoes, shoes, shoes, leather, shoes, chemical industry and other enterprises. Among them, there are already more than 1500 specialized manufacturers specializing in shoe soles, shoes, leather, hardware and so on. Enterprises have basically realized the whole process from production to sale without leaving home.

Perplexity: shoe industry both at home and abroad has "20 year phenomenon".

After the news briefing of Jinjiang shoes Fair in April 18th, Chen Qingqin, Secretary General of Jinjiang Council of trade promotion and Secretary General of Jinjiang footwear industry association, threw out the theory of "20 years" in the media interview.

Chen Qingqin said that the shoe industry's scale development was first developed in Italy and other places in Europe. Italy later saw that shoe making machines were much more profitable than footwear production, so they specialized in producing shoes making machines, and the shoemaking industry gradually moved to the east of Japan and Korea.

More than 20 years later, the shoe industry moved to Taiwan, China. Japan specializes in making shoes and chemical products, while South Korea has made leather.

In 20 years, Taiwan began to turn to marketing and shoe making, throwing shoes into Jinjiang, Fujian.

Today, the shoe industry in Jinjiang has gone through more than 20 years.

In fact, the shoe industry of Jinjiang has been on the way for more than 20 years, and there are worries behind it.

For example, the export of Jinjiang shoes accounts for about 60%, most of the export sales are still OEM, and private brand exports are few. Jinjiang shoes have ten well-known trademarks in China, but there is no international brand.

The relocation of Jinjiang shoe business operation center and brand Department has also caused many entrepreneurs in Jinjiang to worry about whether Jinjiang shoes fade "Jinjiang color".

For example, Anta has moved the operation center to Xiamen, and moved to Shanghai with R & D men's clothing, including R & D, marketing and operation management.

PEAK, XTEP and 31st degree have already been enclaged in places like Xiamen and Guangzhou.

In addition, many shoe companies are raising funds through listing, but at the same time, they also bring some worries. The price of individual listed companies even falls below the issue price.

  　　  轉型：品牌與科技是兩劑良方

"There are two directions in the pformation of Jinjiang shoes: one is to make big brands, the other is to make machines," he said.

Chen Qingqin, Secretary General of Jinjiang footwear industry association, said.

According to him, the development of Jinjiang footwear machinery has shown signs at the shoe fair. Every year, the shoe machinery exhibition booth in Jinjiang is in short supply. The exhibition also has an outdoor shoe industry machinery exhibition.

However, Xu Yang, director of Anta brand marketing center, believes that the 20 years are not "a ridge" for Jinjiang shoes. He said that in another 20 years, Jinjiang shoes will still develop well, but perhaps the production base is not in Jinjiang.

The development of Jinjiang shoes depends on scientific and technological innovation.

The reporter understands, Jinjiang above scale shoe business enterprise all self supporting product research and development organization.

Among them, Anta (China) limited research and development center is recognized as a national technology center, 5 footwear enterprises R & D center has been recognized as the provincial technology center, the footwear industry in the city relies on independent research and development, currently controls the shoe industry to produce more than 2000 core technologies, and has 189 specialized profits.