The Confusion Of Sports Shoes Production Base In Jinjiang

Jinjiang sports shoes industry is relatively concentrated, and hatching industry is a town in Southeast Fujian - Chen Dai Town, in such a small town, there are more than 3000 shoe factories.

From the production of manual workshop after reform and opening up to now, it has become the world's sports shoes production base. The number of sports shoes produced annually exceeds 5 billion pairs. Relying on primitive accumulation, some enterprises have made considerable progress and established their own brands.

However, what I feel is not the overall upgrading of the industry in the past twenty years, but the concern that the industry still stays at low level competition.

The first feeling for the sports enterprises is that the financial industry is rushing and rushing and rushing headlong into mass action, seeing the prosperity on the surface.

It is not too much to say that Jinjiang sports shoes industry is full of money.

As we all know, in recent years, five sets of CCTV have almost become the Jinjiang channel, and have been packaged by several brands in Jinjiang: Anta, XTEP, 361 degrees, del Hui, Xi De long, mingle, Jordan and so on.

In addition, it is star wars. Some people say that if all the stars of the Jinjiang shoe enterprises are invited to Jinjiang, then there will be no net loss. Indeed, the heavenly king Jay Chou, Aaron Kwok, Andy Lau VS Cecilia Cheung, dawn, Nicholas Tse respectively endorse del Hui, Xi Dalong, noble bird, flying gram, XTEP, and Adu, Stefanie Sun, F4, Stefanie Sun, TWINS, Kun, etc.

Jinjiang shoe enterprises imitate the trend, regardless of product style or marketing mode.

The recent rise in authorized operation of international brands is a clear proof that since 02, three Shu PLAYBOY has achieved very good sales volume, and in nearly a year, nearly forty international brands have emerged, most of which are edge ball: cartel crocodile and Pierre.

Cardan, crocodile shirt, American apple and Valentino.

Series, SANTA BARBARA POLO & RACQUET CLUB, Paul, and Lihua.

Paul, kangaroo, flower umbrella, diardona, old man, American Playboy, woodpecker, Addie, France, Dupont and so on.

Of course, no matter whether CCTV advertising or Star licensing is required or authorized to operate an international brand, it is unquestionable as a strategy. But if the overall competitiveness of the industry is not improved, it will remain in price competition and imitation, and serious internal friction (enterprises need to pay star fees, advertising expenses, shelves, prop costs, inventory pressure, ordering and other marketing expenses, many enterprises are losing behind), which will make the whole industry empty, which is nothing less than the suicide of the industry.

The most serious problem of Jinjiang enterprises is:

First, the style and marketing mode are seriously homogenized.

Two, no brand awareness, think that in the CCTV face is the brand, in the advertising creative expression and production on the rough, both spent money and damaged the brand image;

Three, do not pay attention to industrial upgrading, never willing to invest in R & D to enhance the technological content of materials and processes.

Four, serious shortage of talent.

Enterprise management is backward, and the ecological environment and daily diet are worse, so the senior managers can not get the supplement from other industries. Ordinary needles and other skilled workers are not willing to work for enterprises. Some enterprises return to factories at the beginning of the year even less than 10%.

Five, the government's functions are backward.

From the hardware, the government has not created a suitable environment for living. Water, electricity and food conditions are unthinkable. From software, the government has failed to play its due regulatory role. Most enterprises fail to comply with the relevant provisions of the state to implement work schedules and overtime subsidies. Ordinary employees have been working overtime from eight in the morning to three or four in the morning, which is a normal phenomenon.

I believe that in order to fundamentally change this situation, we must do the following:

First, enterprises should enhance management and dare to really introduce talents.

Changing the mindset of the past without any details;

Two, look for differentiation, show the magic power, avoid vicious competition with peers, and make the industry develop well.

Three, actively develop R & D to upgrade technology, and draw the distance from competitors from the technical level.

Four, the government should give full play to its functions as an industry regulator and guide.

In this way, the sports shoes industry in Jinjiang will not only be the production base of world sports shoes, but also the brand base of world sports shoes.