Jiangdu Government Helps Enterprises Rebuild Their "Shoes Family"

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Chen Lianghai is the chairman of Jiangsu famous brand product and the famous trademark of the province.

In the 80s and 90s of last century, he worked as an apprentice and a sales man in a collective shoe factory.

In 2003, a new factory was opened near the Jiangdu economic development zone. At present, there are more than 150 chain stores in the country, with 18 provincial agents, and consider joining the marketing network of BELLE group, a world famous company.

The ups and downs of Chen Lianghai and "20 years of development" are the epitome of "Jiangdu leather shoes".

"Wenzhou people burn shoes, Zhu Xianggui founded Sunda, which greatly hurt our hearts."

Wang Kailin, director of the Jiangdu Leather Association's office, smiled bitterly. "In 1996, CCTV cracked down on Wenzhou shoes. Many brands sprang up all over the country.

At this time, the 800 year old Jiangdu shoe family has failed.

After twenty or thirty years of ups and downs, we really realized the true meaning of a market. Only by building a brand can we develop the "Jiangdu shoes" grass-roots industry and the rich people's industry.

Shanghai joint venture factory thriving and closing down: there are hidden worries behind licensing and OEM.

Mention of these "dust laden archives" of leather shoes is quite proud of the people of Jiangdu.

In the mid 90s of last century, almost one in every 15 people in the country wore Jiangdu shoes.

At that time, the Sino Soviet commercial city would usher in countless vehicles passing South and North.

A store sells thousands of pairs of shoes every day.

"I remember that in the late 80s of last century, a lot of big leather shoes factories in Shanghai were engaged in joint ventures with Jiangdu township enterprises. Jiangdu's shoemaking enterprises suddenly got up!" Zhou Xiaoxiang, Vice Minister of the Propaganda Department of the Jiangdu Municipal Committee, worked for a long time in the villages and towns. According to his recollection, only Jiangdu's Dang Dang Town was a joint venture of the famous shoe factories such as Shanghai shoe leather shoes factory and Shanghai Heming leather shoes factory. One of the joint factories reached more than 1000 employees at its peak.

"During that period, the leather shoes produced by the Jiangdu joint factory were popular in the whole country through the gold lettered signboards of Shanghai leather shoes."

Zhou Xiaoxiang said, "relying on Shanghai enterprises has brought prosperity, no one expected that there would be a hidden crisis."

In the mid and late 90s of last century, with the rise of leather shoes in Guangdong and Zhejiang, Shanghai leather shoes began to go downhill.

Not long ago, a prominent state-run shoe factory in the Hushang broke down or was acquired and merged, and the joint factory in Jiangdu also plummeted.

Objectively speaking, the closure of Shanghai associated factory is the beginning of the scale of Jiangdu leather shoes industry.

Through the cultivation of the "Whampoa military academy", a large number of skilled workers and suppliers have gone to sea, and Jiangdu has formed thousands of private workshops and small factories.

"We must pay attention to production, regardless of sales."

Wang Kailin said that even if AOKANG, Kangnai, red dragonfly, sun Da, BELLE, golden monkey and rich birds are famous, Jiangdu shoe enterprises are still "no exchanges, no holding together". They are Zhejiang businessmen in the Sino Soviet commercial city.

Wenzhou people burn shoes and Zhu Xianggui set up "Sun Da" - "awakening" is "creating brand is king".

In the mid 90s of last century, Jiangdu Suzhong Trade City opened, and Guangdong and Zhejiang leather shoes dealers sniffed business opportunities. They set up shop points in the commercial city, and became intermediaries and brand agents.

They bring the latest fashions all over the country, and also issue the brand processing orders to Jiangdu shoe enterprises.

"At that time, township shoe factories collapsed, and many salesmen who ran for sale jumped out to open shops and run factories."

Chen Lianghai said, gradually, hundreds of small and medium-sized shoe factories and workshop processing centers with OEM mainly appeared in towns and townships in Jiangdu.

"Trade city has become a barometer of the domestic leather shoes market. What kind of brand, material and material are popular in the market? What do Jiangdu people do?

The advantage of OEM has gradually emerged. "

Just as Jiangdu shoes had been on the OEM day, Wenzhou people in Wenzhou started a fake holiday storm, and the quality of low-quality leather shoes was questioned and exposed.

In desperation, many Wenzhou shoemaking owners burned their stocks.

Beating and killing the "Li Gui" also knocked out backward thinking and business models.

As a brand giant, the fallen Wenzhou people lifted the banner of the brand and stood up again.

What makes Jiangdu people ashamed is that Zhu Xianggui, an old Jiangdu apprentice, returned to her hometown in Jianhu, Yancheng, and founded "leather shoes".

In the past 30 years, the market share of the market reached 12 in the first consecutive year.

"Creating cards is a way of kings", and the people of Jiangdu are awakening.

Wang Lixin, deputy director of Jiangdu Quality Supervision Bureau, said: "Jiangdu's 68 above scale production enterprises produce about 70000000 pairs of leather shoes each year, and the income of leather shoes, leather and accessories is 7 billion 500 million yuan.

Now, we are creating a national demonstration area for producing high quality leather shoes.

Jiangdu not only needs to have three brands, but also to create a loud regional brand.

Celebrity endorsement and brand "expansion" -- create a regional brand and bid farewell to selling hard labor.

Wang Lixin told reporters that the development of Jiangdu footwear industry has been relying on "a batch of enterprise production and a market support" for many years. To achieve the goal of "high price" brand driven by Zhejiang and Fujian people, we must reluctantly give up the love, eliminate the rough and choose the best, and strengthen the weak.

Since last year, Jiangdu City's quality supervision and industry and commerce departments have conducted a centralized inspection of shoe enterprises and trading centers, and closed 11 of the 86 leather shoes manufacturers in the city, and urged 7 production units.

Today, half of the 68 existing scale enterprises have passed the international quality system certification, 6 have completed the international standard adoption work, and 3 have passed the metrology qualification confirmation.

"A man without a name is not far away."

From 2006, "golden pride" 3 million yuan invited the red star to become the image spokesperson. Now Jiangdu shoe enterprises are "willing", "Nine Nine", "satisfied" and "the source of charm" and so on. They invite stars to speak on CCTV and other media platforms to show Jiangdu leather shoes.

Jiangdu government also issued the licensing opinions on the leather shoes industry in the form of red tape. A wave of government promotion, departmental linkage, market driven and enterprise initiative has surged in Jiangdu.

Up to now, Jiangdu shoe brand "expansion" project has achieved remarkable results: in Jiangdu every year, 400 trademark growth, leather shoes trademark accounted for 1/10.

The more than 400 large and small shoe enterprises in the city have 2 well-known trademarks in China and 572 registered trademarks. Only the "beautiful princess" has registered seven or eight trademarks.

"We have to turn over the page in the era of selling coolies."

A few years ago, Chen Lianghai registered the trademark of "Tat Lao" brand, OEM and independent brand walking on two legs.

"Our dream is to create a national high quality leather shoes production demonstration zone.

At present, this application has been approved by the AQSIQ.

Wang Kailin said, "regional brand" has far-reaching market influence and radiation power. When the "national high quality leather shoes production demonstration" was created, it was also the day of Jiangdu's "leather shoes family" to reshape its splendor.