Putian Shoe Industry Builds Its Own Brand To Realize The Turn From "Manufacturing" To "Creating".

"How can life be better if you look at people's face?" when reporters visited OEM footwear enterprises and export agents in Putian, they often heard the owners sigh in such a helpless way.

Putian is the world.

The important production base of the world is also the designated production base for world famous brand shoes. The top 10 footwear multinational companies in the world have set up production enterprises in Putian, and Nike, Puma, Adidas and other international famous brand sports shoes have processing bases in Putian.

This shows that the shoe city of Putian has excellent footwear technology. Otherwise, how can the product quality be matched with the world's first line brand?

Since there are excellent shoemaking technology, why can we only do "OEM" instead of creating a brand and finding another way out?

For OEM companies, OEM is of course a good side: you order, I produce; you underwrite, I save worry; you make big profits, I earn small profits and earn well.

Of course, there is also a negative side: when orders are reduced, they should also lower prices and make smaller ones.

"It's hard to create your own brand," an industry insider said. It needs constant investment from Shen Chuang brand, maintaining brand to expanding brand, which is a matter of expectation for the vast majority of small and medium-sized enterprises with small profit margins.

Capital investment is one aspect, and brand maintenance is more difficult.

It is understood that

A shoe company once spent a lot of money on developing new products, but because of the slow examination and approval of patent applications, the lack of brand management and maintenance capabilities, it was counterfeited on the market and invested 50 million yuan in huge amounts of money.

"Difficulties are inevitable. Enterprises must be bigger and stronger. Ultimately, they must have their own brands."

Like Voight, chairman of the board of directors of Putian, some of the visionary private entrepreneurs in Putian enhanced their brand awareness in the process of OEM.

Nowadays, some independent brands have become famous brands, such as the largest "double speed" professional football shoes brand in Europe and the United States. The "Ai Liai" footwear products are sold well in South America. "Three di" brand shoes are strong brands in Europe and South America. "Voight" brand shoes have established marketing bases in South America, Western Asia and Eastern Europe.

With my own brand, my brand is my master, and the development of enterprises is no longer "looking at people's face".

Voight company is a typical example, I have the production capacity, as long as there is a suitable profit, I will help you OEM; even if the order is reduced, I can also enter the market through my own brand, and the output and profit will not rise.

The effect of brand is obvious.

OEM is a kind of "manufacturing", self created brand is a kind of "creation". To realize the turn from "manufacturing" to "creating", it needs not only the efforts of the enterprise itself, but also the guidance and assistance of the relevant government departments.

On the one hand, we should formulate preferential policies to encourage enterprises to create their own brands, and actively guide and help powerful enterprises to declare their own brands.

We should give preferential policies in terms of brand promotion and product exhibition. Relevant departments should provide specific proposals to help create a brand culture atmosphere.

On the other hand, we must vigorously rectify the order of market operation and crack down on the production and sale of fake and shoddy products.

"Anfu district" is the largest footwear wholesale market in Putian. It was once famous for selling "high imitation shoes".

Recently, in Chengxiang District of Putian, after the centralized cleaning of Anfu District, a brand marketing demonstration area was established. Preferential policies were adopted to guide the construction of brand demonstration shops, and the net sales enterprises were encouraged to create their own brands. The enterprises that had won the title of "China famous trademark", "China famous brand product" and "Fujian famous brand" were awarded 50 thousand to 200 thousand yuan reward.

Chengxiang district official said, after rectification, guidance, in two or three years, the net sales area is expected to become the "Alibaba" of Putian.

Footwear industry is a traditional advantageous industry in Putian. It should pform industrial advantages into brand advantages, and develop from production trade to brand management industry, so as to achieve a leap from "manufacturing" to "creating". This should be the direction for local government and industry to work together.