How Does Putian Become A High Imitation Shoe Brand?

"High imitation", "super A" and "1:1" seem to have the experience of selling shoes for every Putian citizen.

Anfu District, Chengxiang District, Putian, is a distributing center for counterfeit shoes. During the day, all shoe stores are closed. Some shops have only one leg of shoes, but they do not sell them.

One night, a box of shoes with Nike and Adidas logo will come in and out of the cell.

This is the most prosperous scene of Anfu district.

He Xiaofei remembers, "Anfu is the earliest mountain, and the cremation ground is on the hill. Although it is built now, there are still cemetery on the hill."

You can't buy shoes directly. You need to submit an order on QQ before five p.m., then knock the door to the seller store after 89 o'clock in the evening, the password on the newspaper - your QQ number, then pick up the goods, and the name of the order will be written on the shoebox.

"They will not bring extra shoes. If they are checked, they will be unlucky."

Even after washing hands for many years, He Xiaofei is still familiar with it. "My cousin is a shoe factory. The fake Nike made in Putian is the best in the country, and the 1:1 is only two hundred yuan.

The new model that has just been listed in the United States has to be sold here. "

In Anfu District, express delivery is more busier than shoe sellers, and dozens of couriers wait for orders.

"Do you want to receive money from express delivery or courier? Our courier orders have to receive two yuan -- except for SF and EMS, the courier here can't be delivered every day."

This is the peak of Anfu district.

"A pair of fake Nike 90 pieces, wholesale in the factory, about 60 yuan, wholesale one pair earn 30 yuan.

Shoe factory costs forty or fifty yuan.

When the foam glue is injected into the mold, the sole will come out.

The fabric is bought in large quantities and cut out one by one.

He Xiaofei said, "we sold relatively regular, organic small ticket, and warranty card, 50 Fen copies."

Those who sell shoes are slightly larger, ordering directly from shoe factories, and then wholesale at Anfu.

In the case of a shoe mold, the 500 pairs are set up. If you make a shoe mold separately, you need tens of thousands of pieces.

"They explode money in Taobao, that is, 500 pairs, one pair sells 150 pieces, each pair makes 100 yuan, then can earn 50 thousand yuan once."

He Xiaofei has a friend. Last year, "double eleven" sold 1000 pairs a day, making 100 thousand yuan.

There are many people making money, and many people have trouble.

It is easy to be arrested if the scale is bigger.

After getting the goods in Putian, I was arrested on the way to Guangzhou.

"Millions of millions and millions of people have been arrested.

It's very safe to earn hundreds of thousands of dollars a year.

He Xiaofei talked about this very excited: "if you find a fake, he said you earned 1 million, you have to admit immediately, otherwise he will say that you earn 2 million, you have to take 2 million out, before leaving."

He Xiaofei once sold shoes for full-time, but he didn't do it. When he entered, Taobao had begun to become standard, and Nike in Putian was no longer available.

"Shoes in early years can be sold as long as they are put on Taobao. There is nothing true or false."

He Xiaofei talked about the origin of counterfeit Nike: in 90s, before it was counterfeited, Nike's foundry had some bad quality cut out into two or three sections of shoes. "Some people sell them on the seam, 50 yuan a pair, many people buy them. This is the earliest Nike, with good quality, except for rainy days."

He Xiaofei described the cause of the industry: "the machine that made shoes later was cheaper, and a small number of people could afford the machine, and the fake shoes became popular.

Now a machine needs hundreds of thousands of dollars, unlike millions of millions of years ago. How can there be so much money?

In 2010, Putian was determined to reform the counterfeit industry chain.

Wu Haiduan, deputy director of the Putian economic and Trade Commission recalled that he remembered that the head of the district said, "if I do not knock off the fake and inferior, I will remove my district chief."

"Dozens of people go in every year."

A Putian shoe factory owner said, "the local government has a headache, and the Alibaba has a headache."

In 2014, Alibaba cleared 130 million fake products.

"Nearly 130 million of these 90% are Taobao's initiative to discover and first sell and punish sellers.

In 2014, Alibaba reported the sale of fake information to the public security department for more than 1000 times throughout the year, and arrested more than 100 people.

Ni Liang, senior director of Alibaba safety department, also came to Putian: "under such a high pressure situation, we find that fake goods will still be there.

Putian has very good productivity. If those shoes don't have Nike's logo and no ADI's logo, they can become very positive energy.

Ni Liang hopes that the launch of his own brand can absorb the capacity of Putian, so that people who produce fake products will not produce fake products, and produce original brands can also have food to eat, or even earn more.

In March 15, 2014, the Putian industrial and commercial bureau sent 19 trucks and more than 20 thousand pairs of "designer shoes" into the firing room of the thermal power plant to show the determination to fight against counterfeiting.

"It's hard to catch up. You see, when the Putian people come out at night, all the bags are shoes.

Such shoes are usually done secretly in rural villages. "

He Xiaofei said, "fake shoes are cheaper than you, selling more expensive than you, and selling better than you.

How do you say your own brand? "

Guo Jing has never been so confident in his brand.

In April 25th, the second round of Taobao Juhuasuan group purchase, Guo Jing prepared fifty thousand pairs of shoes, increased two generation plants, stocking amount about ten million yuan.

The former Nike foundries B engineer worked for six years in the Nike factory next to her village. "Working in Taiwan, everyone says how Taiwanese have money, and I hate them."

In 2010, even Guo Jing, who didn't understand QQ, heard that people could make money by selling some customer service on Taobao.

Guo Jing rented a suite and recruited ten customer service.

Customer service ask: boss, what do you want to sell? Guo Jing said: how do you sell when people sell you?

Customer service again asked: what products do you have? Guo Jing said: the product is still developing.

After failing to make a pair of jeans, Guo Jing tried to make men's casual shoes, and after making them, "I felt rather wrong about comparison."

In 2012, Guo Jing spent sixty thousand yuan on Taobao and bought the shoes. "From more than 100 to a few hundred pairs, I am not satisfied."

At that time, Guo Jing simply did not dare to think of producing sports shoes.

In April 2014, Guo Jing's two onemix sold five pairs on Tmall online for eight days. "Very excited, our own registered brand is also bought"! By 2014, double eleven, Guo Jing has launched more than 30 models.

Some customers ask Guo Jing in the after-sale group: is onemix imitation Nike appearance? Guo Jing directly answers: we will certainly have some elements in design.

The customer said, "the imitation is very good." at the beginning, we also had some unique designs, but there were not many audiences, so there was no brand awareness, and consumers were hard to accept.

Guo Jing explained: "design elements are copied from big brands, and their innovation is only in a small place.

A lawsuit between ADI and Nike has also been fought.

Design + OEM mode to please customers

Experience store, this brand model is the main business model of Putian people in the Internet age in the last two years.

Guo Jing studied millet beyond association mode: "they (Putian's old brand) will do some advertising, I will not, instead of throwing money on the platform, directly to consumers."

Voight did not pay much attention to Taobao in last year's "double eleven". In the end of March, the first round of group buying was only based on inventory products. "The result is beyond our expectations".

Only a few years have I noticed the Internet.

Cai Jinhui also decided to "pfer the focus to the electricity supplier." at present, online sales account for more than 10%, and target 20% this year.

Cai Jinhui also found that "the most important thing is the product design, and the main selling products on Taobao are fashion products".

Guo Jing said: "some of our predecessors have encountered many setbacks in physical sales and are very cautious about inventory.

So there is a chance that they dare not spell too much.

We are different, we are the brand for the electricity supplier, the opportunity has come, certainly must give full play to. "

Advertising, asking stars, opening stores, doing wholesale, opening

...

This is the traditional model of shoe industry brand, but this mode has been questioned in the new round of entrepreneurship of Putian shoe brand in 2015.

Many rising stars rarely consider opening shop under the line. On the other hand, in order to eliminate the price disrupting system of goods distribution, all the shoes of Guo Jingba are shipped to their own management. Agents only provide customers' addresses and names to get rebates.

Like all the Putian brands that came from 2000, she also took a detour in the physical store. In 2013, there were more than 1100 stores in the country. Now, she has been shrinking the stores and turning her energy to the electricity supplier.

Putian shoe industry has appeared the phenomenon of millet business mode impacting Lenovo chain store mode.