"China Shoes Capital" Jinjiang Takes A New Step In Developing New Brand Sports Industry

Up to now, there are Jinjiang in Fujian.

There are 1532 manufacturing enterprises. The annual output of sports shoes is 40% and 20% in the world.

On the basis of sports manufacturing industry, Jinjiang is building a real sports city and sports city.

The history of urban development is the history of urban pformation.

At present, China's urban development is undergoing a new stage of accelerated pformation and comprehensive pformation. It is necessary to establish a new scientific development mode with low consumption, low emission, high efficiency, harmony and order, and take the road of intensive, innovative, integrated, harmonious, green and characteristic development.

This magazine opens up a column focusing on urban pformation, hoping to record the exploration of urban pformation that is happening or is about to happen.

A city's name card, the charm of sports has brought new directions to the development of the city.

Anta, XTEP, 361 degrees, precious birds, etc. are familiar with China.

They all come from Jinjiang, Fujian, and Jinjiang is also known as China's "shoe capital".

The eighteenth China (Jinjiang) international footwear industry (Sports Industry) Fair will be held in April 18th. The 17 Jinjiang Shoe Fair has been upgraded to the footwear industry (Sports Industry) fair. It has not only expanded the connotation and extension of the exhibition, but also taken a key step in the "shoe capital" crossing the sports city.

In November 2007, with the approval of the State General Administration of sport, Jinjiang became the third national sports industry base after Shenzhen and Chengdu. After the development of these years, the sports industry with sports products manufacturing became the first industry in Jinjiang to exceed 100 billion yuan in 2014, and the sports industry has become a new brand in the city.

From "a pair of shoes" to the whole industry chain

In the early 80s of last century, the footwear industry in Jinjiang was famous for synthetic leather shoes and plastic sandals. At that time, it was mainly family workshops, with extensive production and operation modes and low market efficiency.

Today, the shoemaking enterprises in Jinjiang have built a spacious and bright factory building, introducing advanced pipelines at home and abroad, expanding the scale of enterprises, accelerating the speed of technological renewal, and improving the product quality. The shoe making industry has gradually reached the level of scale, collectivization and scientific and technological development, and has cultivated a number of sports shoes and clothing brands.

However, it is not enough to just do good shoes. Jinjiang sporting goods enterprises, developed by sports shoes and clothing, are becoming more and more popular in sports industry chain through pformation and upgrading.

Among them, Anta's operating income in 2015 exceeded 10 billion yuan, gross profit margin reached 46.62%. Through the implementation of multi brand strategy, it was aiming to build 100 billion enterprises in 10 years. 361 degrees and Baidu cross-border cooperation, jointly set up the "big data innovation laboratory", completely opened the two sides.

In the field of equipment layout, we will join hands to build sports intelligent ecosystem based on mobile Internet, and develop the Internet + sports as a whole. By investing in tiger net, we will establish a sports industry fund jointly with Jing Lin and explore the new mode of "Internet + sports manufacturing + sports service + culture media + finance". HOSA international is trying to develop new service market, cooperate with many hospitals in the country to develop health assessment and management application, and promote the "medical + sports" intelligent fitness mode.

Liu Wenru, mayor of Jinjiang, said that Jinjiang is combing the roadmap and timetable for the development of sports industry, promoting the integration and development of sports and culture, tourism, finance and the Internet, exploring new formats and new modes, increasing the added value and promoting the development of sports industry to high-end.

Last year, the total output value of sports industry in Jinjiang exceeded 110 billion yuan, accounting for 29.7% of the city's total output value; the sports industry added value was 38 billion yuan, accounting for 23.75% of the city's GDP; there were 42 state-level sporting goods brands, 21 sports goods listed companies, 1 foreign sports and fitness entertainment enterprises serving the whole country, 1 enterprises became official sponsors of Brazil Rio Olympic Games, and 2 enterprises became sponsors of the Olympic Committee of China.

The sports industry in Jinjiang has accumulated a solid foundation and built a complete chain of sports industry.

Advancing from manufacturing to Sports City

In addition to having their own sporting goods brand, participating in the top sports competitions at home and abroad is also an essential channel for building a strong sports brand and sports city.

Bao Mingxiao, director of the sports and Social Sciences Research Center of the State Sports General Administration, looks to build a national sports city. Jinjiang must create a real sports city and a sports city, making it a city's influence, economic productivity, cultural pmission power and social affinity, so as to create the core competitiveness of differentiated development.

In recent years, through the 3 ways of "integration of sports events and urban tourism, integration of sports manufacturing industry and industrial tourism, integration of national fitness and leisure tourism", Jinjiang has continuously promoted the deep docking and integration of sports and tourism, extended the industrial chain, improved the added value of industries, and promoted the pformation of industries and urban upgrading.

At present, 5 provincial-level industrial tourism demonstration sites, 21 municipal industrial demonstration sites, 3 provincial sightseeing factories and 2 Municipal Tourist factories have been established.

In 2015, only Anta received more than 20 thousand tourists, driving sales revenue of nearly ten million yuan.

Last year, Jinjiang set up sports industry special funds to support sports industry base construction, sports competition, technological innovation, brand cultivation and personnel training.

This year, Jinjiang will also make efforts to strengthen the sporting goods industry by introducing a number of key sports industry projects to promote cross-border integration, pformation and upgrading of sports industry.

In recent years, Jinjiang has successively organized competitions such as the Chinese men's basketball professional league, the national beach volleyball, the bicycle open and the national fitness and Fitness Championships finals. Through actively participating in the development of the sports competition market, we have gradually developed a number of brand events to drive the related income of about 50000000 yuan.

Facing the huge sports industry market, on the basis of sports manufacturing industry, Jinjiang is accelerating the development of sports service industry, promoting the integration of sports and culture, tourism, finance and the Internet, and creating sports city.