How Can Wen Hold Live In Jinjiang Shoes And Clothing Market?

Located in southeastern Quanzhou, Jinjiang.

,

Jinjiang, a pillar industry of electronics and ceramics, has reclaimed the number of "100 strong counties (cities)" in China for many years. The number of listed companies, well-known trademarks and famous brand products in China ranked the forefront of the country's county-level cities. As the "brand city of China", in 2011, the city's GDP reached 107 billion yuan.

If you want to find a city that can feel the same with Jinjiang shoes and clothes, it is undoubtedly the same as Wenzhou, known as "China Shoes Capital".

Not long ago, the city contributed a lot of notable economic news topics to the media, but Jinjiang seemed to be quieter.

From this we can see that if Jinjiang shoes and shoes are "brand", then the Wenzhou people in Jinjiang will "control" the upper and lower reaches of the industry.

Wen Shang grasps the control power of the industrial chain upstream and downstream.

Jinjiang's target market in China, from raw materials to finished goods production and supply, has formed an industry closed loop and insisted on taking the brand line in the domestic market, so that C2C has more brand added value.

Zhang Xinghai, vice president of the Wenzhou chamber of Commerce in Quanzhou, who has been engaged in shoes and clothing business for a long time, said: "the development of shoes and garments in Wenzhou and Jinjiang has more and more complementary space. Now many Wenzhou people take orders in Jinjiang, produce and supply in Wenzhou, and make use of Jinjiang's design, research and development and brand promotion efforts, and then use the marketing channels of Wenzhou people to carry out sales."

For Jinjiang enterprises such as Li Lang, XTEP, Anta, etc., "the company sends out the goods, the profits are displayed in the statements", they can achieve "zero inventory".

The brand of shoes and clothing in Wenzhou mostly pursue the unified image of terminal and unified service and increase the proportion of direct battalion. Although marketing has the advantage, it also faces the pressure of inventory.

Compared with Semir and other virtual enterprises, many brands of shoes and clothing companies in Jinjiang are taking the brand name of "Rid Hames".

Strategy.

In addition to production outsourcing, such as XTEP's well-known shoes and clothing brand design and research and brand promotion, and the operation is also outsourced.

At the beginning of this year, Peng Xing, chairman of the French group group, inspects the development of shoes and clothing in Jinjiang, and thinks that the agent is willing to bear the pressure of inventory because of their "strong brand" and "good product development".

"We can imagine that if we outsource the manufacturing process, we will not be able to react so quickly to the market, because first you have to queue up with the orders at the OEM vendors, and it is also hard to say whether the workmanship can meet our design requirements."

Zhang Tao, vice president of Anta, who served for eight years in Lenovo, is a professional manager in Jinjiang enterprises. He believes that the next layout made in China should be "chain to chain", that is, stick to the original manufacturing links, and advance to the upstream and downstream of the industrial chain, so as to raise the bargaining power of the whole industry.

Wenzhou people in Jinjiang have seen the future trend of the shoe and clothing industry. They have not devoted themselves to building new brands, but are committed to the upstream and downstream industries.

Because they know that the upper and lower reaches of the industrial chain are equal to the control of the whole market. Only in this way can hold firmly live in the Jinjiang market.

At present, half of Jinjiang's shoes and clothing packaging is made by Wenzhou people, while the market of Jinjiang shoes hardware accessories 90% is in the hands of Wenzhou people.

50% Jinjiang shoes and clothing packaging tags from Wenzhou people

A garment "

"How much can it be worth?" replied Zhang Jinwei, chairman of the Wenzhou chamber of Commerce in Jinjiang and chairman of Quanzhou Jinwei Color Printing Co. Ltd., 20 million yuan.

"A small sign can make an annual output value of 20 million yuan, which is a miracle in the printing industry. This can only be achieved in Jinjiang."

Zhang Jinwei said.

Zhang Jinwei, a native of Cangnan, came to Jinjiang to print business in 1993 and took orders from print and packaging products from many shoe and clothing enterprises in Jinjiang, then went to Cangnan printing house to print.

Zhang Jinwei said that from the printed products he received, we could see the development track of Jinjiang shoes and clothing enterprises. In the 80s and 90s of last century, shoes and clothing in Jinjiang were all foreign trade products. After about 1995, Jinjiang's shoes and clothing changed from foreign trade to domestic trade.

Before and after 2000, began to make brand.

Before 2000, because of the small number of shoes and clothing enterprises in Jinjiang, Zhang Jinwei's orders were less than 100 thousand yuan a year, and the profits were about 10 thousand yuan.

When Jinjiang shoes and clothing enterprises started to build brands, the demand for printed products began to blowout. The printing orders of Zhang Jin Wei rose from less than 100 thousand yuan a year to about 2000000 yuan.

Due to the substantial increase in the volume of orders, Zhang Jin Wei was afraid that he could not keep up with the needs of local enterprises in terms of services. He set up factories in Jinjiang in 2002 and specializes in the "small signs" of shoes and clothing enterprises.

Because of the unique production and exquisite design, the local shoe and clothing enterprises have given their small signboards to Zhang Jinwei's enterprises to produce them.

Today, the brocade color printing service almost covers all the large shoe and clothing enterprises in Jinjiang, and produces 200 million sets of small signboards annually for local enterprises.

Xie Shang Bao, vice president of the Jinjiang chamber of Commerce from Cangnan, although he did not invest in factories in Jinjiang, he still received $about 10000000 printing and packing orders from Jinjiang every year, and then produced in Cangnan, her hometown.

Chen Jie, executive vice president, specializes in export trademark printing.

According to Zhang Jinwei, the number of people in Wenzhou engaged in printing and packaging industry in Jinjiang is over 200. The products cover leather shoes, sports shoes and food packaging, with annual sales exceeding 1 billion yuan, occupying more than 50% of the packaging and printing market in Jinjiang.

The listed companies must discuss the cooperation in person.

There are many shoe and clothing companies in Jinjiang.

Not long ago, a purchasing department of a listed company called Ke Xingxiang, vice president of Wenzhou chamber of Commerce in Jinjiang. He said he was a listed casual footwear company. He needed a lot of hardware and accessories such as shoe buttons.

In the face of "big business", Ke Xing Xiang said with great assurance that if your company needs our products, please come to our company to talk about it.

Facing the listing business, why did he appear so calm? Originally, the Wenzhou Xinhua hardware company, founded by Ke Xing Xiang, occupied more than 90% of Jinjiang's footwear hardware accessories market, and never had to worry about no business to do.

In the early 90s, Chen Xing Xiang made a hardware business in Yongjia. In the 90s of last century, he came to Taiwan, specializing in shoes and hardware accessories.

Although the market is very small, the quantity is very large.

His business is getting bigger and bigger because of his concentration.

So she took her brothers and sisters 5 people to Jinjiang to operate hardware and invest in factories in Jinjiang.

Because there are many years of experience in the operation of hardware, Ke Xing Xiang has a full grasp of product quality, and is also of good quality. Jinjiang's enterprises only recognize Xinhua hardware.

Ke Xing Xiang said that she runs metal buttons and decorations buttons on shoes products. Now in Jinjiang, except for a few small businesses with other hardware, other hardware products used by other shoe enterprises are almost from her Xinhua hardware company.

The distribution of Wen Shang brand in Jinjiang, Nanan and Anxi

The distribution of wengshang in Jinjiang, Nanan, Anxi and other places is mainly concentrated in Jinjiang's China shoes capital, Nanan's China water heating city and Anxi's Chinese tea, which are engaged in shoes and hats, clothing, glasses, hardware, plumbing, valves and tea industry.

According to statistics from Jinjiang chamber of Commerce and industry, Wenzhou chamber of Commerce, Zhejiang (Wenzhou) chamber of Commerce and Anxi Zhejiang (Wenzhou) chamber of Commerce in the city of Nanan, there are more than 10 thousand Wenzhou people in Jinjiang, and five or six hundred people in Wenzhou and Wenzhou.

Most of the people in Wenzhou do not set up their own brands locally, but rather invest in the development of local industries, trade and some entities. Among them, printing and packaging, hardware shoes and other industries, Wenzhou people occupy the absolute dominant market share.