Jinjiang'S Splendor And Recession Can Not Be Shuffled By Focusing On Brand Issues.

It is estimated that most people in Jinjiang do not like the Internet media in Beijing.

Jinjiang people like to go to the circle of friends. This is basically the following: "dare to take the lead in the world and win in love" -- "Jinjiang experience" Apocalypse, "5 minutes and 12 seconds!" tonight, CCTV news headline is Jinjiang!

But most of the media in Beijing, from 2016 to 2018, reported to Jinjiang: "what has happened to Jinjiang shoe factories in recent years? Nearly 60 shoe enterprises have gone bankrupt", "the expansion and fall of Jinjiang's footwear industry" and "Jay Chou has said that Del Hui has fallen"...

Which one is the real Jinjiang?

Jinjiang, as one of the birthplaces of Chinese entities, has been seen for many years, and it has been known to all. It has been known that after many years, this piece of fertile soil that once bred the Chinese shoes capital is, as reported by the media, a large number of enterprises have been closed down, factories have been forced to shut down, the whole streets have been depressed, or are they thriving like Jinjiang friends circle? A few friends who have been immersed in shoes for many years in Jinjiang, in their mouths, Jinjiang is not the former, nor the latter, it is another scene.

What is the truth of Jinjiang? Once Jinjiang, there were many cars, and roads were blocked! To speak of the current situation of Jinjiang, we had to mention the past of Jinjiang.

From 2005 to 2008, the shoe industry in Jinjiang was the hottest.

At this point, the media coverage is unified with the memory of Jinjiang people, but compared with the macro description of the media, Jinjiang people's memories are more trivial and specific.

Sun Ke spent 15 years in Jinjiang shoe industry, and experienced all the nodes from Jinjiang to prosperity.

In his memory, 05 years ago, the factories in Jinjiang were so hot that they basically had to work all night.

At that time, the dealers in the field often carried several bags of cash, lined up in front of the factory with large trucks.

If you touch the quality control, "this batch."

If the quality is bad, we have to do it again ", the dealer will rush to say: no need not, no quality, I can sell it.

As soon as we get to work time, several important streets in Jinjiang must be blocked up so that they can hardly drive.

It is said that at the gate of Hongxing Erke, it often takes an hour, and all the working people are busy for a day.

Ding Shuibo, founder of XTEP and Ding Ming of the same village, also remembered this paragraph. He also opened his own factory and made his own brand research and development.

What impressed him most was the scene he opened up to XTEP market in Northeast China in those years.

05 years ago, when he graduated from University, he was sent to the northeast by XTEP. He could make 6 or 70 million sales in one year alone. In the next 06 years, another employee was in charge of the whole northeast region, and the whole group could do about 120 million.

"It's fair to say that at that time, our brand suppliers were going to expand, and we definitely needed to run around and run around to expand the territory. But the reality is that the two of us are sitting in a small office building in Shenyang. Like Qigihar, who belongs to the prefecture of black Ji Liao, we are constantly coming to us.

In 1 years, more than 300 stores were actively looking for it.

This is only a northeast area, and the rest is very hot.

More importantly, not only XTEP is so hot, it's the more than 30 Jinjiang, Anta, 331, XTEP, Hongxing, and the bird.

The brand is hot at the same time! Originally, the spring and autumn order meeting two times a year, because of the supply shortage, was changed to four times a year.

Later, Wu, who was working in Anta, was only a high school student. He remembered that there were many cars in the whole city of Jinjiang. It was very easy to drive out, and there were 5 star hotels rising on several main streets.

From the poverty-stricken counties that relied on the national "relief" in 1978 to the economically developed and world-famous county-level cities, Jinjiang "counterattack" took only 23 years.

At the same time, the brand name of shoes is spreading like wildfire.

Like the general development speed and the bold move of turning CCTV5 into Jinjiang channel, the popularity of Jinjiang mode has also spread rapidly all over the world.

It is estimated that few people in Jinjiang can expect this kind of scenery. Since 2009, the good days of shoes Jinjiang have stopped abruptly.

The Jinjiang people were criticized by the shops. They did everything except products. But Jinjiang people do not think so. Almost the end of the Beijing Olympic Games, Jinjiang shoes industry is busy selling and clearing stocks.

There is no way. The factory has too much pressure. How much more?

According to relevant sources, according to legend, Hongxing Erke had 800 million goods in 2009, XTEP was 2 billion, Anta was more, and 3 billion was around.

At that time, there was a saying: Jinjiang's shoes produced in one year are enough for the whole country to sell for three years! So many goods can only be sold at a low price. In order to clear the warehouse quickly, the discount of shoes and clothing in Jinjiang is shocking. "One year, my mother went to buy 7 pieces of Jinjiang sports brand.

She said that 100 yuan, 3 yuan, 200 yuan, 7 pieces, not to wear the ground is cheaper than the rag, "these self-help methods, are also well-known brands can choose, more small and medium-sized factories, simply can not withstand excessive inventory of such storms, the boss can only close the factory after losing money.

The data show that 3000 shoe factories either fell down or were eaten by other big factories, leaving only about 1000.

Many of the former bosses, who were almost caught up in debt collection, were running around.

Later, King Lake, Hyde, del Hui...

Nearly 60 brands in Jinjiang are falling down.

When flourishing, there are people who are active in cooking, flowers and brocade.

When the shoe industry in Jinjiang was caught up in the collapse, criticism came from outside.

"In addition to the products, they (Jinjiang people) have done everything." this point, it is estimated that many Jinjiang people are very unconvinced. Ding Ming told the knife brothers: "the quality of the products produced in Jinjiang is no problem. The fallen enterprises in Jinjiang are in front of their brand dreams.

ADI, Nike produced and developed shoemaking technology, Jinjiang people can also get out, but because we do not have internationally known brands, no one pays for it, and can only follow suit.

Tea culture is prevalent in Southern Fujian, and disputes between enterprises in Jinjiang usually take place by drinking tea.

When people in Jinjiang are drinking tea, they will also reflect on the villagers who once had tea together.

Their statement is very straightforward, with a kind of hate iron does not become the smell of steel: all eat without cultural loss.

Chaos is often the first impression they give.

At that time, it was too easy for everyone to open a factory to make money. It was normal for them to hire people and find people on hand. No one checked skills, from factory director to director, as long as they could find people to do business!

Companies that want to scale up want to go public. They rush to spend money to advertise, spend hundreds of millions of advertising fees in 1 years, and finally burn themselves to death.

People who live on the contrary do not advertise.

No scale enterprises want to be bigger and rush to expand factories to recruit people, goods are overloaded, they can't sell money, they can't afford wages, they can only close factories; others simply do not want eggs to be put in the same basket.

No, Jinjiang people do not think so. Ding Ming did not agree with the "Jinjiang depression". Jinjiang did not boom before and after 2008, but it was by no means a slump. In order to prove his point of view, he also talked about 5 phenomena: the backlog of goods in the warehouse is not sold at home, but it can be sold to undeveloped areas such as Africa and Southeast Asia, and the quality of Jinjiang's shoes is no problem. People in those places do not care about the design.

After all, they are all entities. The brands are falling down, and the people who rent the factory are also very good.

Not to mention that those who imitate N shoes and Cage shoes earn billions of dollars a year.

This is how Putian shoes industry, which is only half an hour's high-speed rail ride from Jinjiang, is developed.

There are also people who use the Internet to earn a fortune. I have two 90 people around me, and can sell 1 or 2 million of their turnover by doing more than one year.

Even if foreign trade processing has the signs of pferring other provinces and cities and even Southeast Asia, but Jinjiang has developed for many years, and the technology and assembly line of shoemaking still have great advantages. Large foreign brands must have a production line in Jinjiang.

Sun Ke also agreed that he had been sent to Anhui to build production lines in the first two years. He said that although labor costs were saved in the field, the cost of equipment, pportation of upstream and downstream materials and so on went up again, so Jinjiang still had great advantages in the manufacture of shoes and clothing.

Both of them mentioned a sentence: the present Jinjiang has not returned to the scenery around 2008, but the most difficult time has passed.

Wu said: Jinjiang's housing prices have increased rapidly in recent years, faster than those in nearby Putian and Dongguan.

If we do not pay attention to this problem, Jinjiang shoe industry will also face the shuffle.

In 1920s, Lippmann, a famous American political commentator, mentioned a problem in his book "public opinion": the pseudo environment problem.

That is to say, people can easily interpret the world based on the "symbolic reality" (Pseudo Environment) processed by the media.

It is the best way to break through the mimicry and to have no right to speak without investigation.

I hope more Jinjiang entrepreneurs will make a sound, let the outside world see a more authentic Jinjiang, and let the outside world know the development of Chinese industry.

However, although the Jinjiang shoe industry is running out in the cold winter, the knife brothers still have to pour a little cold water. In the past, entrepreneurs in Jinjiang could make money by imitation of famous brands, but with the strengthening of the management and control of intellectual property rights, these enterprises are bound to face a new cold wave.

If you don't attach importance to brand problems,

Jinjiang shoe industry will also face the shuffle!