Jinjiang shoe material played upgrade "trilogy"

Core Tip: As an important part of the Jinjiang shoe industry chain, Jinjiang shoe materials in the domestic shoe industry has a status as much as sports shoes brand. While the well-known brands such as Anta and Xtep were born, the footwear market in Jinjiang was further prosperous. The several-kilometer-long “shoe street” located in Chenrong Township has become a well-known shoe material distribution center. It is understood that in this street, the annual turnover of shoe materials is nearly 3 billion yuan.

Although you are the largest distribution center for shoe materials in East China, the Jinjiang shoe industry did not sleep on it, and especially after the financial crisis, Jinjiang shoe materials have explored more efficient scientific development. High-paying R&D team was hired to produce higher-end products, marched to other shoe-producing areas inland, and Jinjiang shoe materials gradually upgraded to “trilogy”.

R&D upgrade: Please design team

A few days ago, a message spread in the industry of Jinjiang soles: Maotai (Fujian) Shoes Co., Ltd. had to hire a sole design team.

“Now, we only have 4 designers in our development room. If it goes well, we hope to set up a design team of about 15 people and make up Maotai’s short board on the design.” Deputy General Manager, Maotai Ding Sin told reporters.

In the eyes of the world, designing this issue has always been a shortcoming of the Jinjiang sports shoe industry chain. Although well-known brands such as Anta, Xtep and Sanliuyi have been born here, they rarely produce classic shoes that make consumers crazy like adidas' clover series and Nike's trapeze series. For this problem, Jinjiang sports shoe practitioners are also quite a headache.

However, in the recent two years, downstream shoe manufacturers gradually began to pay attention to product design. Anta, Xtep and other brand companies have launched products with distinctive corporate branding, such as Anta's light running series, which has been recognized by consumers after it was launched in the market. Correspondingly, the downstream finished shoe factory also put forward more and more personalized demands on the sole design.

The personalized demand of downstream shoe factories for shoe materials has prompted Jinjiang's shoe industry to focus more on product design and R&D. “In addition to the requirements of tourists, when companies pay more and more attention to intellectual property, they will require us to come up with more original products. In this way, we can largely avoid future related products. Intellectual property disputes.” Lin Shiping, general manager of Jinjiang Shunyi Shoes Materials Co., Ltd. believes that this factor also contributes to a greater extent to the shoe material industry’s attention to the design of shoe materials.

Product Upgrading: Entering the High-end Product Market

Downstream shoemakers put forward more personalized demands for the design of their products. At the same time, shoe factories from Hebei, Shandong and other places also stepped up their grabs for the Jinjiang market.

Tengda Shoes General Manager Wu Qingan told reporters that the same pair of EVA shot at the end of the bottom, TPR material for sole outsole finished products, Hebei enterprises can only offer 8.5 yuan to produce, Jinjiang any sole factory must be more than 10 yuan only way produce. "When I first heard that quotation, I thought I was mistaken." Wu Qing'an said, "This also gave Jinjiang's shoe industry colleagues a wake-up call: If we have been doing low-end products, we have no The advantage is that for us, if we want to maintain the original profit margin, we can only produce some more high-end products such as MD soles."

Wu Qingan chose to march to the higher end of the soles of the secondary MD. From this year onwards, Tengda began to make numerous orders to produce secondary MD soles. In Wu Qing'an's view, this is a better way to ease the current pressure.

It is not only Wu Qingan who holds the same view. Li Huafeng, general manager of Weir Footwear, told reporters that the soles produced by the company this year will also be mainly secondary MD. “This is the inevitable development of the market. With the increase in consumer spending power, it will also put forward higher requirements for products. Perhaps at present, the secondary MD is a relatively high-end product, but it may not be true in another decade. It has become a very common product, just like the previous rubber sole. If we can get into this area earlier, it is bound to occupy a more favorable position."

Market Upgrade: Land Beach

The shoe factories in Hebei and Shandong started to enter the Jinjiang market with their cost advantages. At the same time, Jinjiang’s shoe companies also took advantage of their sound industrial support and quality advantages to land inland, and Baoding became the shoe material of Jinjiang. The first stop inland: Jinjiang Runda Footwear Co., Ltd. spends several million yuan on the newly built German compound production equipment will be officially put into production, sincerely through the Tianjin Port to sell foaming materials here, is a long time as John is a few years The office was opened here before...

“As early as 1989, Hebei began to gradually appear some shoe factories. In these two years, the number of shoe factories in Hebei Province has gradually increased, and it has become an important production area for middle and low-grade sports shoes in China.” Shuhui Shoes Co., Ltd. General Manager Ding Shuhui told this reporter.

However, even if Hebei's footwear has gradually become a climate, the overall footwear market is still in the extensive low-end stage. In the early days, in order to customize the shoes, to buy a shoe spike must go to Jinjiang. Although the overall situation has changed during the past two years, some shoe factories have also appeared one after another in this area. However, overall, the matching of shoe materials is still single.

“Because here are some relatively low-end products, in order to reduce costs, shoe factories here often buy scraps to produce, and even find some low-end materials to replace, which is more than a jerky method of cutting corners. Sponge may need to be 4 cm thick to reach the standard, but in Hebei, it can produce as long as 3.5 centimeters.” Runda general manager Chen Changsha had such a ridicule.

It is to see the heavy demand for low-end shoe materials in Hebei, Jinjiang shoe factories have made the door of the business to Hebei. However, one of the more important reasons is that: Jinjiang Shoes has been in the high-speed development stage of the overall transformation and upgrading, this time the emergence of the Hebei market will become the shoes of Jinjiang gradually out of low-end positioning buffer.

"Jinjiang shoes do brand, are going to the high-end direction, we have gradually positioned these shoes are high-end, but the original product line can not be said that almost throw throwing, Hebei market will give us the original of these products provide a Channel.” Chang Chang, chairman of Changchun Nonwovens Technology Co., Ltd. has always been thinking so.