Jiangdu Shoe Enterprises "Create Brand" Competition: After The Transformation Of The Transition

　　 In July 25th, scorching hot summer, the reporter saw in Jiangdu's leather shoes distributing market "Suzhong Trade City". Wholesale business is still booming here, and the former store's back up business has been replaced by all kinds of brand stores. "Although there are more than ten thousand pairs of leather shoes transported from all over the country to all parts of the country every day, there has not been a really famous brand in Jiangdu." facing reporters, Wang Kailin, director of the office of Jiangdu Leather Association, has a taste of joy.

　　 "Borrow card" started, once scenery unlimited.

Jiangdu people have made shoes for nearly 800 years. Today, the city is full of more than 750 leather shoes factories and workshop processing factories. It has become the largest shoemaking base in East China, and 35 thousand people are engaged in this traditional industry. What makes Jiangdu people proud is that almost one in every 15 people in the country wore Jiangdu shoes.

The development of shoemaking industry in Jiangdu is closely related to Shanghai. Zhou Xiaoxiang, Vice Minister of Propaganda Department of Jiangdu Municipal Committee, has worked in villages and towns for a long time. According to his recollection, in the 80s of last century, only the town of Hua Dang had a joint venture of famous shoe factories such as Shanghai shoe shoe shoe factory and Heming leather shoes factory. pool Factory staff reached more than 1000 people, the size of the scale can be imagined. "Engaging in joint operations with Shanghai shoe factories requires only production according to requirements. Raw materials are made by others, and production plans and sales are all other people's homes. With the brand name of Shanghai leather shoes, Jiangdu leather shoes are popular throughout the country.

In prosperity, no one thought that the crisis was accompanying.

In the mid and late 90s of last century, with the rise of leather shoes in Guangdong and Zhejiang, the state-run old brands in Shanghai A shoe factory Or close down, or be bought and merged, and Jiangdu's associated factories have plummeted.

　　 "OEM" goes to sea, but survival choice

The shoe factories on the upper scale collapsed, and more private businesses and small businesses. workshop It appeared everywhere.

Chen Lianghai, 51, is a veteran shoe maker in Jiangdu who has more than 500 employees. 15 years ago, the business center of the Soviet Union was opened, and he surpassed the tens of thousands of dollars he had worked hard to sell in leather shoes in township enterprises. He rented a facade and sold leather shoes here.

"We were the front shop, and there were seven or eight workers at the beginning." Chen Lianghai told reporters that everything has been done since the beginning. It has produced and sold itself, and has processed materials and OEM.

"For a period of time, it was found that although each pair of shoes earned only a few bucks, the yield was large, the sales were guaranteed, and the comprehensive efficiency was higher than the self production and sale. OEM has gradually become a popular practice in our industry. Chen Lianghai said.

Gradually, hundreds of small and medium-sized shoe factories and workshop processing centers in Jiangdu have appeared. "Guangdong and Zhejiang merchants brought the latest styles, leather and other raw materials manufacturers together, and also reduced production costs. The OEM advantages of Jiangdu leather shoes are gradually emerging.

What brand of leather shoes have been posted in Jiangdu? Wang Kai Lin quoted a leather shoe boss as saying that almost all leather shoes in China had OEM OEM in Jiangdu. According to statistics from the leather chamber of Commerce, Jiangdu's OEM shoes are sold throughout the country, especially in the northern and western regions.

　　 "Brand competition", transformation after rising

Reporters saw in the Sino Soviet commercial city, the real estate brand shoes here are many, but the price is generally not high, usually tens of dollars can buy a pair of leather shoes. The price is slightly higher in Zhejiang, Guangdong and other places.

"OEM selling is hard work. What we do is service, objectively improving our shoemaking ability and design level. This is an inevitable process for us, but we can not always stay on this level." Chen Lianghai is an idea boss. He registered his trademark brand a few years ago, and walked on two legs of OEM and his own brand. Today, his brand has gained popularity in Jiangdu and its customers.

"Our own brand sales now account for six or seven, and OEM is three or four, which is very good in Jiangdu. This year we will build 150 self owned brand shops, mainly in county-level cities and towns, and rural areas encircle cities. Chen Lianghai has planned to collect new factories and launch standardized production lines.

There are quite a number of shoe bosses like Chen Lianghai. According to the latest data, last year, Jiangdu produced about 70000000 pairs of leather shoes, and leather shoes, leather and accessories accounted for 7 billion 500 million yuan, which has increased significantly over the past few years. The city has more than 200 trademarks of leather shoes, of which 2 are famous trademarks.

Professor Song Linfei, President of the Provincial Academy of Social Sciences, who has studied Jiangdu leather shoes and has done research on the specialized markets in the province, believes that the first class wholesale market and many production enterprises are the biggest advantages of Jiangdu's strong leather shoes industry. To build the "East shoe capital" and achieve new expansion through brand is the inevitable path of transformation. "Creating a brand is not a simple name. We should enhance the brand image and quality level of Jiangdu's leather shoes by innovating new designs, new materials, new functions, and new technologies, and change the small and whole low-level competitive situation of small businesses through highly specialized division of labor. Through financial support and policy support, the government should guide the emergence of leading enterprises by means of marketization, and encourage superior enterprises to participate in the formulation of industry standards and national standards. Professor Song Linfei suggests.