Putian footwear industry uses the industry to find out the business model

Since the 1980s, Putian footwear industry has been starting from generation to generation, and an effective and single commercial structure has affected all aspects of the upstream and downstream industries. Nowadays, Putian Shoes, which is based on foreign trade orders, has proposed a two-wheel drive change between domestic and foreign sales, but the gene for processing has brought a unique sample for the transformation of Putian footwear industry.

Innovative research and development, taking out the upstream industrial chain from the technical high ground

In the Shishi Industrial Park in Putian, Lin Ruishan’s permanent shoe sponge factory has not been relocated for a long time. “We have set up a relatively short time, mainly to help the development of big brands, and began to enter the supplier system such as Li Ning, Xtep, sketch, etc. This year, we mainly focus on the trend of high-elasticity, and the research and development of this type of high-elastic sponge is invested. More than one million, accounting for about 5% of the annual output value, for our type of enterprise, it is considered to be more willing to invest."

Compared with Jinjiang, another shoe city that echoes the distant phase, the upstream supply of Putian's footwear industry chain is relatively weak. In the vast city of Putian shoes and clothing, there are not many stalls in the shoe material. On the contrary, the advertising field of “Jinjiang International Shoes Textile City” is very conspicuous. But this does not mean that the level of Putian shoes is not high. “Putian shoe factory basically makes OEM and foreign trade orders. The quality control is very strict. The demand for shoe materials is cutting-edge and high-end. We have 20 years of experience in the sponge field, and the high-end product line is relatively mature. Lin Ruishan said.

This year, the Huatian Group is more relished by the Huatian shoe industry. After more than ten years of development, Huafeng has a design and development team of over 120 people worldwide, and has applied for 186 patents. In the three industrial parks of Yucheng, Xiuyu and Xianyou, eight factories including weaving, weaving and fabrics have been built, which have formed a relatively complete industrial chain such as spinning, weaving, dyeing and finishing, and become the only one in China. At the same time, it has obtained the world's top three famous sports brands Nike, Adidas, New Balance certified fabric suppliers.

Where does Huafeng's market competitiveness come from? “From technology investment and technological innovation, it also benefits from government innovation.” Fang Huayu, chairman of Huafeng Group, said. This year, Huafeng Group has gone against the trend, and Haptic orders for independent intellectual property products will be placed in 2020. At present, Huafeng Group has developed more than 300 new products each year, and a total investment of 15 billion yuan has been fully rolled out. The annual production value will reach 33 billion yuan.

Be creative and develop advanced, cutting-edge materials and equipment. Standing out from the traditional industry on the high ground of technology has become a forward-looking banner for Putian to promote supply-side reform.

Smart upgrade, with functional and design to pull out the product structure

A shoe industry forum called “Cross-Boundary and Freshmen” was held in Putian. The forum analyzed the upgrade methods of Putian Shoes in Industry 4.0 from the aspects of intelligent manufacturing and intelligent products.

Wang Hui, general manager of Xiaomi Smart Shoes Project, said in the forum: "The biggest solution for smart shoes is to create 'connections'. These connections bring product upgrades, marketing changes, customers The adjustment of the relationship is ultimately a change of the entire business model. This is a series of changes brought about by product innovation.” From this change, we have already changed the existing concept that “the Putian shoe-making enterprises will only produce shoes”. The moment is over.

In the Shuangchi Industry, the president of the Putian Footwear Association, its smart shoe laboratory has been very effective. So far, a number of smart shoes including positioning anti-lost, somatosensory games, smart soccer, etc. have been launched, and the red star has been obtained. Awards, red dot awards, smart terminal awards and other well-known awards. What's more, Shuangchi has also developed into a smart shoe incubation platform, providing integrated solutions for design, R&D and sales for the industry.

And Trends Shoe Technology Co., Ltd., which was established in just 3 years, has invested a lot of money in the development and production of shoe-making technology, shoe-making machines, new uppers, new material soles and featured insoles since 2014. Trends has mastered the five emerging technologies of TPU 3D printing sole technology, one-needle and one-line 3D upper technology, carbon fiber heating insole technology, automatic tying shoelace technology, and foot pressure testing and analysis technology for sports shoes performance. At the forefront of the industry.

“The Chinese footwear industry is very good at making achievements in terms of functionality, can achieve high quality and low price, and can achieve special functions.” Xie Shuguang, a well-known Chinese designer who also participated in the forum, said: “But we often Lack of emotional value pursuit." His point of view was recognized by Guo Jing, the founder of the play brand, which was hit by "China's quality and good shoes." He was called "Guo Da" by fans. He opened the store to Fuzhou University this year, only to get closer to the fans.

“Before the shoes produced by Putian, I can see many of the brands of Nike and Adidas.” As a Nike engineer, he is blunt. “This year we have increased the originality of some new designs and started to cross the stage of imitation.” For example, playing a running shoe called “Flap”, the combination of designer manuscript and material craftsmanship A unique product with bionics design. In the consumer evaluation of the Tmall page, you can see messages such as "love at first sight", "shoes to buy your home", "see the Chinese brand".

E-commerce exploration, change order model, out of the brand supply chain

The rise of the 觅 brand, Alibaba’s “China Made····莆田好鞋” activity is just a microcosm of the e-commerce of Putian footwear industry. If you want to really feel the changes that e-commerce has brought to this shoe-making city, you should enter the Anfu E-commerce Industrial Park after 10 pm. It seems that the crowds who come and go are surrounded by the park: there are 3,000 homes here. The above distributor resources have more than 500 independent or agency brands, and the annual transaction volume exceeds 10 billion.

"Online players, the most important thing is to have the adaptability, can change the gameplay with the changes of the rules." Putian veteran, and even the entire Chinese veteran e-commerce women's shoes brand Mo Leilei, its general manager Zhang Qi induction Road. The game with Ali has always been the way to survive these online brands: "The Taobao rules have changed, and your life expectancy can be seen in three months, so the brands that survive can be very powerful."

The Xiangguan, which is an outdoor shoe, is such a family. Last year, Xiangguan achieved good results by participating in the China Quality and Putian good shoes activities, which brought great improvement to the transformation and management of the supply chain. This year, with the goal of creating original products and original brands, Xiangguan strives to integrate upstream design resources and establish a more targeted sales channel: cross-border e-commerce.

“In three months, we must be the top three in the Amazon platform for outdoor footwear!” said Xie Jianen, the general manager of Xiangguan. For this reason, they are willing to introduce more expensive materials: First, this can improve product quality. Adapt to Amazon's high demands; second, high-end materials tend to make shoe products lighter, thereby reducing expensive postage costs.

It can be seen that the Putian shoe enterprises, which started with foreign trade orders, actually have natural genes and advantages when they enter the field of cross-border e-commerce, but the lack of ideas and operational ideas. "We have too much difference with Shenzhen and other places!" Zhang Qi said.

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