Why Is The Shoe Industry In Wenzhou Suddenly Rising?

Wenzhou

After more than 20 years of hard work, from the "burning Wulin gate" to the avalanche of credibility, the pformation of the brand from the broken wrist to the creation of the Chinese shoes capital, from industrial upgrading to today's integration with the world, the unusual development path of Wenzhou shoe industry can be seen as a microcosm of the development of China's footwear industry.

Editor's note, today, we come together to explore the reason why the shoe industry in Wenzhou has sprung up, which is of great practical significance to the development of China's small and medium-sized shoe enterprises.

The shoe leather industry in Wenzhou has prominent scale advantages, perfect professional division of labor and perfect brand aggregation effect.

According to authoritative statistics, as of the end of 2013, there were over 4000 shoe making enterprises in Wenzhou, nearly 300 thousand of footwear employees, and the annual output value of shoe leather industry exceeded 80 billion yuan, accounting for 1/10 of the world's total output. Wenzhou has become the largest footwear production base in China and even the world, enjoying the reputation of "China Shoes Capital" and "China's markai", which is worthy of the name.

The development of Wenzhou footwear industry can win today's impressive achievements. It's amazing! Have you ever thought that Wenzhou shoes were so unbearable.

In the early 80s of last century, with the opening of the national economy, the leather shoes industry developed rapidly in the coastal areas of Wenzhou. Most of the leather shoes were made of small workshop mode, with low technical content and small profits, but sales were large.

Therefore, the Wenzhou people who are good at finding business opportunities rush to the herd, and Wenzhou shoe enterprises suddenly blossom everywhere. The number of them has been as high as more than 6000. At one time, the fish and grass mixed up, the mud and sand were everywhere, the brands were numerous, the quality was uneven, the vicious competition was intense, the counterfeit and shoddy, the market image was bad, the consumer responded strongly, "one day shoe", "week shoe" and so on became the Wenzhou shoes pronoun.

Wenzhou shoe enterprises insist on winning by quality and expand the market by brand. After 20 years' market experience of "hardship and courage" and "social responsibility", Wenzhou shoe enterprises have been reborn in the bath fire.

Up to now, the footwear industry in Wenzhou has 3 Chinese export brands, 7 famous brand products in China, 82 famous trademarks in China, 3 exemption from Chinese export commodities, 48 famous brands in Zhejiang, 9 famous export brands in Zhejiang, and 37 famous trademarks in Zhejiang, and brands occupy the top of the shoe leather industry in China.

It has been counted that in Wenzhou, six of China's ten largest shoe kings are Kangnai, AOKANG, red dragonfly, Dongyi, Jill, and Er Kang.

Besides, there are famous brands such as Zhuo Shi Ni, Yin Xin bird, giant sun, spider king, Leatrice, Jin Di, Paul Getty, AI man Lian, Dadong, Ju Kang, kkraft and so on. They are being recognized and loved by more and more users.

In recent visits to a number of well-known shoe enterprises in Wenzhou, Wenzhou shoe enterprises are mostly low-key, pragmatic and distinctive. When exploring the reason why Wenzhou shoe industry has developed suddenly, there are three main points mentioned in the article.

1., the government should guide and build industrial clusters.

2. Wenzhou spirit, pursuing pragmatic culture

3. keep pace with the times, reform, innovate and seek development.

Government guidance to build industrial clusters

Undoubtedly, the government plays a key role in the rapid development of the footwear industry in Wenzhou.

A small number of people in the early footwear industry of Wenzhou had a tendency to be in a bad mood, taking the advantage of themselves and taking the blame seriously, resulting in a disreputable reputation of Wenzhou products. Wenzhou's overall regional image was seriously damaged. In order to save the unfavorable situation and regain Wenzhou's credit, the Wenzhou municipal government took the lead in building up a party to resolutely crack down on counterfeit and shoddy products and purify the market. On the other hand, through the formulation of policies, the Wenzhou government actively guided enterprises to take the road of quality brand pformation.

In order to boost the rapid development of the shoe leather industry in Wenzhou, around 1999, the Wenzhou municipal government planned to establish a regional economic development strategy of "China Shoes Capital", upgrading the shoe leather industry to the important pillar industries of Wenzhou, and successfully passed the examination by the Ministry of light industry of China in 2001. It was jointly awarded the "China Shoes Capital" by the China Light Industry Federation and the China Leather Association, and the status of Wenzhou shoe line in the domestic footwear market was built.

Secondly, the Wenzhou municipal government actively guides the enterprise to carry out the product publicity activities, formulating various preferential policies to encourage enterprises to create their own brands and create the Wenzhou brand.

The government of Wenzhou not only provided policy and financial assistance to footwear enterprises, but also established Wenzhou Footwear Association earlier.

At present, the shoemaking industry in Wenzhou is mainly concentrated in Lucheng Development Zone, Wenzhou Economic Development Zone, shoe industrial zone, Ouhai Development Zone, Xinqiao, Yongjia Ou Bei, Ruian and other places.

In addition, the Wenzhou municipal government has also actively guided and planned the development of the supporting industry of shoe leather, so that it can form a healthy ecosystem of mutual promotion with the development of shoe leather industry.

After decades of development, the shoe industry in Wenzhou already has a perfect shoe industry system.

From raw material procurement, finished product processing, and merchandise sales, it is already a clear and complete production chain of shoe leather.

There are also thousands of shoe makers around Wenzhou.

Shoes, shoes and leather manufacturing enterprises have developed various developed professional markets.

The accumulation of such industries in geospatial space has enriched the footwear industry in Wenzhou.

Wenzhou footwear industry also formed large, medium and small enterprises coexist, high, medium and low grade products symbiosis, with distinct levels, complementary advantages of echelon.

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In 2013, the municipal government promulgated the implementation opinions on further speeding up the development of Wenzhou's commerce and trade market. It pointed out that according to the actual development and location advantages of Wenzhou's industry, in accordance with the principles of "government guidance, business entities, special operation and practical results", we should focus on promoting the construction of China's shoe market, shoe leather city and other commercial markets.

In May, Ren Xingzhou, director of the Institute of market economy of the development research center of the State Council, put forward the ardent hope that the "shoe shoes city of China shoes city" can be built as a never ending exhibition and become a convention and Exhibition Center of the shoe leather industry as soon as the research on the shoe leather city of China shoes city has been completed shortly.

And hope that the government departments will continue to create a good environment to give greater space for industries and enterprises to develop independently and innovously.

Wenzhou has greater support for new modern markets such as China shoe city, shoe leather city, such as encouraging financial institutions to establish strategic cooperative relations with key markets, increasing credit lines for key markets, giving preferential treatment on interest rates, and providing quality and efficient financial services to market operators.

In March 28th of this year, the 2nd Anniversary comprehensive financial reform in Wenzhou took place. As a gold innovation project, a community bank of Wenzhou bank opened directly to China shoe city.

Wenzhou spirit, pursuing pragmatic culture

When we mention Wenzhou people, we will think of the term "Eastern Jew", which means that it is smart, pragmatic, business minded and economic minded.

The Wenzhou people, the Wenzhou model or the appropriate Wenzhou spirit are most striking because Wenzhou people have given us too many unforgettable memories.

From the spirit of "four thousand" in 1980s, it has gone through all kinds of hardships, and has gone through all kinds of hardships and hardships. It has talked a thousand words and has come up with every possible means to make every possible effort to adapt to the ever-changing social needs of millions of households and to the spirit of "four self" in 90s (independent reform, self risk, self-improvement, self seeking development), and then to the spirit of "four dare" in twenty-first Century (dare to take risks, dare to venture, and dare to innovate). The people of Wenzhou are striving for self-improvement, hardworking, pragmatic, low-key, and dare to be the first quality and style, which is worth learning and borrowing.

During the recent visit to the local shoe companies in Wenzhou, it is found that Wenzhou people have a special spirit of not being afraid of hardship. They think that "they do not know how to do business without suffering," and "there is no such thing as a free lunch".

Some people have commented on Wenzhou businessmen: they can both sleep on the floor and be bosses.

Indeed, many of them went out to play cotton, leather shoes, haircuts, electrical appliances, and sell buttons. Later, they became famous big owners. Even the owners of brands such as Kangnai, giant sun, and Zhuo Si Ni were all self-made.

In addition to being able to endure hardships, most businessmen in Wenzhou are low-key and pragmatic. When searching for relevant footwear brand profiles on the Internet, they will find that when Wenzhou shoes brand introduces itself, it is often the development process of enterprises or brands, and the founders' information is not mentioned in Wenzhou.

Today, the shoe industry in Wenzhou can rise suddenly, and it is really not a tree without a root. The water that does not exist, in the view of the editor, is precisely corroborated with this spirit of Wenzhou.

It is because of the cultural spirit of "dare to be the first and not afraid to bear hardships" to support the footwear industry in Wenzhou.

Advancing with the times, reforming, innovating and developing

Brand upgrading highlights the "brand effect"

Zheng Xiukang, chairman of Wenzhou shoe leather industry association and chairman of Kangnai group, said in an interview with reporters that the brand provided a strong support for fashion.

Many cases show that fashion is driven by big international brands.

They use their brand influence, through fashion show and fashion trend release, to lead the trend of fashion and highlight the brand's voice and appeal.

At the same time, the brand is also incomparable to the integration ability of the advantageous resources. For a brand product, fashion not only refers to the style of the product, but also contains the value concept conveyed by the brand to the consumers.

For example, the brand integration of shoes industry, rich in technology elements, emphasizing the harmony between nature and environment, focusing on humanized experience, personalized customization, are all extensions of the fashion concept.

For the shoemaking industry, there are many breakthroughs in innovation. Shoemaking enterprises must pay attention to technological innovation and brand building in the process of pformation to the fashion industry, so that brand building can lead the development of fashion industry.

Technological innovation to increase productivity and efficiency

It is reported that from this year, Wenzhou shoes enterprises, represented by Dadong women's shoes, have been pushing forward the pace of "machine replacement" to speed up the pformation and upgrading of enterprises, and have been strongly supported by local governments.

In Wenzhou, the local government official said, "in fact, we have formulated a special technology innovation support policy for shoemaking enterprises, and we will give some financial support or tax relief to the machine replacement shoe manufacturers."

Mode pformation, channel integration

In the face of fierce competition in the domestic market, Wen enterprise marketing should take culture as the leading factor, and realize the pformation from quality marketing to brand marketing, and then to fashion marketing.

To this end, the shoe and Leather Association has launched ten series of activities this year, namely the 2014 China shoes capital brand innovation summit, and the nineteenth International (Wenzhou) leather.

The shoe machine exhibition has launched hundreds of shoe industry fashion brands exhibition. It recommends the ten fashion shoes brand of China shoes market, and holds the 2014 AOKANG cup fashion capital leather creation (Creative store).