Which Jinjiang Enterprises And Dongguan Enterprises Are More Cattle?

Jinjiang is located on the southeastern coast of Fujian, Southeast of Quanzhou and the South Bank of the lower reaches of Jinjiang.

North latitude 24 degree 30 '-24 degree 54', east longitude 118 degree 24 '-118 degree 43'.

The northeast is connected with Quanzhou Bay, east to Shishi, southeast to Taiwan Strait, South to Jinmen island across the sea, West to Nanan, North and Licheng.

Jinjiang is a famous hometown of overseas Chinese, 5.6 nautical miles away from Kinmen.

The city has a land area of 649 square kilometers, with 13 towns and 6 streets, 1 million 40 thousand of its household registration and 1 million of its external population.

1992 withdrawing counties and setting up cities, the basic competitiveness of county economy is ranked seventh in the 100 counties.

Last year, Jinjiang's GDP reached 77 billion 586 million yuan, an increase of 11.9%, with a total revenue of 8 billion 153 million yuan, an increase of 13.8%.

Among them, the local fiscal revenue was 3 billion 707 million yuan, an increase of 13.2%.

The per capita net income of farmers was 9828 yuan, an increase of 6.8%.

Southern Fujian is more than a thousand li away from Dongguan. Although there is a small city, the name of Jinjiang is always very respectable.

Because this land less than 700 square kilometers of city, there are too many "local business cards" that make local people proud.

Annual production of 1 billion pairs of sports shoes, about 40% of the country, 20% of the world, let her become the Chinese shoes capital; the annual production of umbrellas nearly 300 million, accounting for 18% of the national umbrella production and 26.7% of export volume, making her an umbrella city in China.

It has 88 well-known trademarks in China, 24 famous brand products in China and 2 famous brands in China, making her the capital of Chinese brands.

There are 23 listed companies, creating a noticeable "Jinjiang plate"...

From foundry to licensing, under the two wheel drive of "brand + capital", Jinjiang is now moving from the age of industrial cluster to the era of brand clustering. In the words of the local government, what they are doing now is "brand leading industry".

The path of Jinjiang is precisely one of the directions pursued by Dongguan's structural adjustment.

So, what is the secret of Jinjiang from "manufacturing capital" to "brand capital"?

What are their ways to learn from Dongguan?

This reporter recently went deep into Jinjiang to find out.

　　晉江品牌引領產業

The development of Jinjiang can be divided into two nodes, one is the era of industrial cluster, and the two is the era of brand clustering. Now it is changing from the first era to the second era. Jinjiang is committed to leading the industry by brand.

In April 19th, when the reporter came to Jinjiang, he caught up with the annual Shoe Fair (the twelfth session), which is the annual event of Jinjiang.

Because the footwear industry and textile and clothing, ceramic stone, food, light industrial toys together constitute the five major traditional industries in Jinjiang.

According to the materials provided by the Jinjiang Municipal Economic Development Bureau, Jinjiang produces about 1 billion pairs of tourist sports shoes annually, accounting for 40% of the country's total and 20% of the world's sports shoes.

Jinjiang gained the reputation of China's shoe capital a few years ago.

Like shoemaking, Jinjiang people like to show their strength in other fields with figures.

For example, the annual output of jacket is 67 million, which accounts for 42% of the whole country and 20% of the world. The annual output of umbrella is nearly 300 million, accounting for 18% of the national umbrella production and 26.7% of the export volume. The annual output of the candy is 20% of the whole country, and the share of the external wall brick in the domestic market is 65%.

Many researchers believe that these figures indicate that Jinjiang has formed a number of mature industrial clusters.

It is the existence of these clusters that Jinjiang has been awarded the title of China shoes capital, China textile industry base, China zipper capital, China Umbrella City, China Stone Town, Chinese ceramic town, Chinese underwear Town, Chinese leisure clothing town and Chinese sports clothing town.

Xia Youqun, chief operating officer of the 361 degree (China) company, seems to have too many similarities between Dongguan and Jinjiang, but he even wishes to say the difference.

"Jinjiang is a private economy, and Dongguan is a foreign capital economy. The biggest difference is that Jinjiang is free from simple processing and manufacturing, extending to both ends, while Dongguan concentrating on manufacturing for 30 years."

Xia Youqun said.

Xia Youqun's statement is not empty. The reporters interviewed a lot of data and found that before the middle of 90s of last century, Jinjiang took the same road as Dongguan. It also experienced the stage of imitation production and OEM production.

But why did Jinjiang change its mode later?

Xia Youqun believes that compared with Dongguan and other places, Jinjiang's industry is small, foreign orders are few, the survival of the cracks, the market has forced the pformation of enterprises, and has earlier focused on the domestic market.

"And Dongguan is different. Orders are mostly mature brands. It is the system, technology and operation that have been pplanted from outside. The boss of the enterprise wants to be a" suitable factory "to enlarge the scale of processing and manufacturing.

Xia Youqun said.

The change in Jinjiang is closely related to the industrial guidance of the local people.

Even though this new road has been broken out, the Jinjiang municipal government has not forgotten to guide it.

For example, the five year development plan for industrial clusters and five special industries and five new industries (vehicle mechanics, fine chemicals, bio pharmaceuticals, paper products and new materials) should be formulated; if the core enterprises of 128 industrial clusters were screened, the leading enterprises should be encouraged to build perfect professional gardens and improve industrial concentration.

Walking in the small town of Jinjiang, the streets and streets can see the obvious "shadow" of sports and television. Only 70 people who engage in brand endorsement of film and sports stars have been invested in shoes industry. The annual advertising cost has invested nearly 1 billion yuan, and the whole Jinjiang has 88 well-known trademarks in China.

Jinjiang people seem to be very good at making brands. In the past decade, they have owned 85 famous brand enterprises, including 88 famous trademarks in China, 24 famous brand products in China and 2 famous brands in China.

Xia Youqun said that Jinjiang has today, Anta can not fail, "it is a leader in activating the creativity of private enterprises".

The story of Anta's growth is well known to all locals.

In 1999, the unknown Anta asked Kong Linghui to endorse. As the hole business entered the peak, the sales volume of Anta also increased dramatically.

Subsequently, Jinjiang enterprises launched a licensing movement, one after another shook the olive branch to the sports stars, and Ma Lin, Fu Mingxia, Deng Ya Ping, Wang Nan and China badminton team went to Jinjiang one by one.

There are no fewer than more than 20 enterprises in Jinjiang to advertise for CCTV, and five sets of CCTV have been dubbed "Jinjiang channel".

There are more than 70 movie and sports stars hired by the shoe industry to engage in brand endorsement, and the annual advertising cost is nearly 1 billion yuan.

At present, the output value of Jinjiang's city is over 100 billion yuan, and the shoe making enterprises with over ten million yuan have reached 92 or 309, with 12 listed companies and 26 listed reserve enterprises, and 31 well-known trademarks in China.

A common practice for Jinjiang enterprises to succeed is to rely on personalization, differentiated product positioning, attract huge numbers of money to hire image spokesmen and hold the two quarter spring and autumn marketing conference, with the help of sports events, and expand the brand's external influence.

Locals are proud to say that there are 100 thousand marketing teams in Jinjiang. The number of domestic sales enterprises in the country is more than 23. Only Anta has more than 6000 stores. At present, Jinjiang brands in China's main commercial streets occupy half of the country.

However, the brand of scenery is not without risks.

The adventure of Li Lang was often taken by local people as a case.

In 2002, after 12 years of entrepreneurship, Li Lang almost ran out of food, and the company decided to throw it all in one basket to make a final fight at this year's Beijing fashion show.

"That day, at Hotel Kunlun 100 square meters of luxury booth, the spokesperson Chen Daoming went to the show to stir up the whole scene. The clothing industry felt a dark horse appeared, and the franchisee scrambled for the agent."

Hu Chengchu, vice president of real estate, recalled.

In fact, the agent did not know that Li long had over 30 million yuan in debt at that time, and it would cost nearly 2 million yuan to go all the way to the booth, and it would take millions of dollars to sign Chen Daoming, and all the money was borrowed.

Three days are doomed, seven points to fight.

In the bones of the people of Jinjiang, there seems to be a spirit of innovation and adventure.

There are a lot of enterprises that have adventures like Li long.

"Processing depends on strength, brand relies on intelligence, and big money can make big money.

The way we upgrade is products, channels and brands.

Hou Chao Hui, deputy general manager of 361 degree (China) Co., Ltd.

When it comes to brand names, business operators say that the Jinjiang municipal government has no problem.

It is understood that Jinjiang put forward the brand strategy in 1998. In 2002, it put forward the strategic conception of building the brand capital and formulated the five year plan for brand development.

And a series of incentive policies have been produced, such as giving a one-time reward of 1 million yuan to enterprises that won the Chinese famous brand products and China's well-known trademarks, and will award a one-time reward of 2 million yuan to enterprises that won the world famous brand products in China.

For example, the leading brand enterprises should focus on R & D, design, marketing and logistics, and SMEs should focus on OEM and processing, so as to form a reasonable division and cooperation system for SMEs.

Because of the different strategies, the manufacturing enterprises that were once on the same line with Dongguan are now at different levels. Many brand enterprises in Jinjiang have gradually outsourced the processing links, such as the 361 degree, the garment part 100%, the foundry mode, the shoes also have 30% as the foundry workers, and the foundries have a large shoe manufacturer in Dongguan Huang Jiang.

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　　政府幫扶晉江企業上市

There are 23 listed enterprises in Jinjiang, with a total market capitalization of nearly 120 billion yuan, and 78 listed companies, initially forming the Haixi Jinjiang plate. The classified guidance of the government is considered an important promoter.

Jinjiang's enterprises will not only create brand, but also be listed, and the number of listed enterprises will be second of the country's county-level cities.

In the context of last year's financial crisis, 10 companies were listed in Hongkong, Singapore, Malaysia, South Korea and the United States to raise 5 billion 100 million yuan.

Some economists have commented on the conduct of Jinjiang enterprises in one sentence: there is no such precedent at home and abroad.

Like Dongguan, it is also a family business originating in handicraft workshop. Why is Jinjiang enterprise so enthusiastic about listing?

The relevant person in charge of the listing Office of Jinjiang said that private lending, family and friends management had played a historical role in the accumulation and expansion of enterprises, but there were also problems such as unclear property rights and unreasonable distribution, which prevented the enterprises from becoming bigger and stronger.

However, the enthusiasm of Listed Companies in Jinjiang did not rise at the very beginning. On the contrary, some of them simply equated the listing and raising funds, and some worried about losing control of the enterprises after listing. Some feared that the restructuring would clear up the non-standard problems in the original accumulation.

In order to dispel the concerns of enterprises, the Jinjiang municipal Party committee and the municipal government, in addition to repeated propaganda, also take entrepreneurs to go abroad to investigate large enterprises, and cooperate with Xiamen University and Renmin University of China to set up a modern enterprise capital operation president class and advanced training class.

The government also set up a listing office in 2001 to help enterprises solve problems, including the most difficult land, property rights and environmental protection acceptance, project approval, employee social security, enterprise screening and other issues.

All the problems left over by history will be implemented in the light of "special tasks, inadequate compensation," so that enterprises can lay down their burden and go on the market lightly.

In addition, the government set up a special fund for listing enterprises, and invested 3 million 300 thousand yuan in three times during the period of joint stock reform.

Within 3 years after the listing, the government awards the amount of 20%~40% retained at the new income tax level.

The Jinjiang municipal government also has a set of methods, that is, enterprises that have good prospects and mature conditions are going to be listed on the domestic main board market. Enterprises with small plates and good growth and vigor will strive to make a difference in the SME board market.

At the same time, we aim at overseas markets, and support enterprises to go to Singapore, Hongkong and the United States on the premise of fully understanding the rules and requirements of overseas listing.

Xu Lianjie, chief executive of Heng an international, once said that listing has become an opportunity to promote enterprise reform and standardize and enhance the management level of family businesses, which has contributed to the sharing of ownership and management rights of private enterprises.

After listing, management is more standardized and internal control is more perfect. It not only reduces taxes but also reduces profits.

Xia Youqun felt the same way. He said that family businesses should be more durable and brands could not be privatized. Listing would make "family businesses" become "public enterprises" and effectively reduce risks.

After the listing, the company is not only stable, but also become the "pillar" of the local market.

Statistics from the Jinjiang municipal government showed that last year, the total number of Listed Companies in Jinjiang was 1 billion 650 million yuan, and the listed companies were 996 million yuan, accounting for 32.44% of the total revenue. The new tax revenue accounted for 72.5% of the city's total revenue.

No matter whether Jinjiang officials or business people, or citizens, they believe that this is the key to the success of Jinjiang enterprises.

"Being ready to overtake you is the greatest trait of Jinjiang entrepreneurs. They are Jinjiang's greatest wealth."

Xu Lianjie, who was called "Godfather" by Jinjiang, commented.

From imitation card to OEM to independent brand to brand cluster, Jinjiang has also implanted the "time to pcend" regional culture in its independent innovation and the right to occupy the industry.

At present, there are 5 state-level enterprise technology centers, 1 innovative pilot enterprises, 3 key high-tech enterprises of torch program, 21 technical centers of provincial enterprises, 90 high-tech enterprises, and 32 enterprises have become national and industrial standard drafting units.

In this regard, the government once again saw the thrust of the government: giving a one-time reward of 500 thousand yuan or 300 thousand yuan to the establishment of state-level and provincial-level technology development centers. At the same time, the mayor will set up 200 thousand yuan in technology and 100 thousand yuan in technology start-ups.

To help enterprises introduce talents, set up the first county post doctoral workstation, set up an expert activity center, introduce overseas talents Pioneer Park, and introduce more than 4000 middle and senior talents, including 51 post doctoral candidates.

To promote school enterprise cooperation, there are more than 50 enterprises and 86 scientific research institutes, universities and talent intelligence institutions to establish a cooperation and exchange agreement.

When communicating with local business people, the words they often talk about are trends, standards and technical strength.

Xia said that there are two key points in the success of traditional industries and enterprises. One is to participate in the formulation of industry standards and to grasp the government's industrial planning; the two is to achieve growth with the help of scientific and technological forces.

In 2006, 361 of the clothing industry entered the field. In the field of independent innovation, four points were grasped: how to effectively launch marketing strategies, how to effectively improve R & D level, how to quickly build terminal channels, and how to use management to achieve process reengineering.

Xia Youqun said, "this is a common practice of many enterprises in Jinjiang in the field of independent innovation."

During the Jinjiang shoe fair, Qi Xiaoxia, Secretary General of the national footwear Standardization Committee, told the local media that recently Anta, XTEP, global and Jordan four companies participated in the drafting of 6 international standards. This is a great breakthrough in China's participation in international standards.

Independent innovation

In recent years, Jinjiang enterprises have been able to seize the industry's right to speak through independent innovation.

Recently, four companies in Jinjiang, including Anta, XTEP, Huanqiu and Jordan, participated in the drafting of 6 international standards. This is a great breakthrough in China's participation in international standards.

"Opportunities for those who have courage", Jinjiang people use this phrase to describe their courage in the first place.

From manufacturing capital to brand city, Jinjiang people are not only lucky, but also strong and strong.

Private economy and brand economy are rooted in the domestic market, which is a major feature of Jinjiang. However, it does not mean that Jinjiang people will not be driven by extroverts. On the contrary, they are even better in some aspects.

For example, when other places are switching to domestic sales, the shoe enterprises in Jinjiang once again pform to seize the foreign terminal market. They are carrying out virtual operation, order outsourcing and supporting expatriates, and developing overseas direct selling bases and exhibition centers.

For example, the government has led enterprises to set up marketing divisions, trading centers and exclusive stores overseas. At present, Jinjiang has 43 overseas business organizations.

In addition, the government has focused on the world's top 500 enterprises, the top 50 industries, the large central enterprises and large scale enterprises. For example, Swire Group has built three projects in Jinjiang, namely, aircraft tires, composite materials and air to customers, of which two projects were put into operation last year.

On the export side, the local government's efforts are also not small. For the self export volume of over 5 million US dollars per year, it will reward RMB 0.02 yuan / US dollars and give 10% premium to participate in export credit insurance.

These practices, local officials like to say, "only by looking at the world, can we win the world."

It is not difficult to see from the common strategy that internationalization strategy becomes a common phrase hanging on the home of Jinjiang enterprises. Their vision and ambition, the slogan of the first brand of Chinese commercial men's clothing, is the "Li Li of China, the world's glory".

Why can't enterprises in Dongguan get along with Jinjiang?

Jinjiang people actually studied earlier, and entrepreneurs said that Dongguan's original conditions and foundations were better than Jinjiang's. But the lack of awareness and ideology of pformation, or more plainly, lack of crisis awareness.

"Life is too good, it may be lack of innovation and awareness of development, brand is not easy, but do not go swimming, then you can never swim."

Xia Youqun spoke of the weakness of pformation of Dongguan enterprises.