Jinjiang is an important manufacturing base of sporting goods in China. The National Sports Industry Base of the State Sports General Administration was established in Jinjiang, Fujian from June 5438 to February 65438 to August 2007. This is the third city to win this honor after Shenzhen and Chengdu. In Jinjiang, sporting goods manufacturing accounts for 18% of the city's gdp, with more than 3,000 sporting goods manufacturing enterprises, 42 national sports brands and 3 sports listed companies. In addition, it also sponsored 16 national sports teams such as China badminton team and gymnastics team, and 17 major sports events such as cba and national volleyball league, and hired 76 sports stars as corporate image spokespersons, with an investment exceeding 10 billion yuan. Jinjiang, as an important sports goods manufacturing base in China, has 37 national sports industry brands; Jinjiang Municipal Government has also put forward the goal of "building Jinjiang into an important national sports industry base and striving to build a sports city with international influence".
At the beginning of 2008, due to the appreciation of RMB, the rise of raw materials, the implementation of the new labor law and the adjustment of export tax, the footwear industry entered the integration year. A large number of shoe enterprises closed down or transformed. Jinjiang shoe enterprises are undoubtedly affected. However, with the support and help of the government, Jinjiang shoe enterprises have either transformed or moved out and entered a normal development channel. At the end of 2009, HC Shoe Network exclusively reviewed the development of Jinjiang Shoe Industry in 2009.
According to the statistics of Fujian Inspection and Quarantine Bureau, from/kloc-0 to August, the footwear export of Jinjiang City, Fujian Province to the United States, the Middle East, ASEAN and other countries picked up in an all-round way. From June to August this year, Jinjiang Port exported 1, 0 1 billion USD, down 8.02% year-on-year. Among them, the export to the United States was 654.38+04.2 billion US dollars, an increase of 654.38+03.40%; Exports to the Middle East were $9 1 billion, up by 31.99%; Exports to ASEAN reached US$ 55 million, up by17.95%; Exports to the European Union were $29 1 billion, down 14. 10% year-on-year.
Statistics show that the decline in Jinjiang's total footwear exports is mainly due to the shrinking EU market. But at the same time, the characteristics of developed countries as the main export markets are becoming increasingly obvious. Judging from the export situation in the past decade, the proportion of key regions in Europe and America has gradually increased, and Jinjiang's footwear export market has developed from underdeveloped regions to developed regions, accounting for nearly half.
The change of export shoes from quantity accumulation to quality competition has become the most significant change in the export of Jinjiang shoe enterprises.
According to the data of the General Administration of Quality Supervision, Inspection and Quarantine, in the past four years, although the export volume of Jinjiang footwear industry has decreased year by year, the export volume has continued to rise. From 2005 to 2008, the export volume decreased year by year, while the export volume continued to rise. In the first half of 2009, the value of goods exported to Europe and America accounted for 45.8% of the total export.
With the increase in the proportion of key regions in Europe and America, Jinjiang's footwear export market has developed from underdeveloped regions to developed regions, accounting for nearly half. Jinjiang's footwear export has been upgraded from "quantity-scale" to "quality-benefit".
After the closure of shoe enterprises in the main shoe producing areas in other provinces caused a capacity gap, some international orders were transferred to leading enterprises in Jinjiang. In July this year, Adidas and Reebok, two international shoe giants, were extremely satisfied with their production technology and brand building after inspecting leading enterprises in Jinjiang, and quickly signed cooperation agreements with many well-known brand shoe enterprises in Jinjiang, such as Anta.
1. Sports shoes brand * * * Dance
Anta Company has become a sponsor of sports equipment in the National Volleyball League and China Men's Basketball Professional League. Guo Hui Company and chinese basketball association reached a cooperation on logo product operation; Sheng acquired the us.polo brand operation; Peak joins hands with nba star China; Jordan stores are blooming everywhere ... According to the latest statistics of the General Administration of Quality Supervision, Inspection and Quarantine, in the first half of 2009, Jinjiang inspected and exported 25,575 batches of footwear, valued at 757 million US dollars, and the export still maintained an upward trend. Among them, the US market increased by 12.38% in the first half of the year, while the Middle East, Africa, Southeast Asia and Japan increased by 33.8 1% and 65.438% respectively. Even in the most difficult early 2009, Jinjiang's footwear industry maintained a considerable growth rate.
2. Take advantage of the crisis to achieve the brand of shoe capital.
There are more than 600 shoe stores on the four streets of chen dai zhen, Jinjiang City. The shoe city, which integrates wholesale and retail of shoe materials, storage and transportation, and exhibition of shoe machines, stretches for several kilometers. Here, everything from shoemaking machines and equipment to spikes and buckles is needed for shoemaking. "Shoe Material Street" attracts merchants from more than 30 countries and regions, with an annual turnover of over 20 billion yuan, making it the largest shoe material market in East China.
"The advantage of Jinjiang footwear industry lies in the advantages of the industrial chain that has been gathered in the local area for more than 20 years. It is based on this that Jinjiang shoe enterprises and industrial clusters can grow bigger step by step, and many brands have emerged to become the shoe capital of China. " Hong Yuquan, member of the Standing Committee of Jinjiang Municipal Committee and executive deputy mayor, analyzed this.
Delhui was once a medium-sized enterprise of Chen Dai, relying on the unique advantages of the local shoe industry chain, it quickly grew into a local leading brand enterprise. "The upstream, middle and downstream links of Jinjiang sports shoes industry chain are very smooth, and the advantages of cost control, brand operation and marketing are unparalleled here." He said, vice president of Delphi. Since 2003, Delphi's annual sales have maintained a growth rate of more than 20%. In 2008, under the background of the international financial crisis, Delphi bucked the trend and its annual sales increased by 37% year-on-year.
It is understood that since last year, the marketing network of Jinjiang shoe enterprises in China has been expanding, with tens of thousands of specialty stores, and the marketing channels and networks are more perfect. Once the economy picks up, these outlets will burst into vigorous vitality.
3. Brand-driven "Made in Jinjiang" leads the dance market
The reduction of orders caused by the crisis led to the closure of some small and medium-sized shoe enterprises in Jinjiang, but local brand enterprises quickly took over the production capacity of these small and medium-sized enterprises and played a leading role in brand promotion of leading enterprises. According to Xie Luwei, director of Jinjiang Municipal Bureau of Commerce, thanks to the promotion of brand enterprises, Jinjiang footwear exports have replaced textiles and clothing this year, ranking first.
Brand has become a "golden signboard" for Jinjiang shoe enterprises to cope with and overcome difficulties. According to statistics, Jinjiang shoe enterprises have accumulated 9 well-known trademarks/kloc-0 in China, 8 famous brand products in China, and 36 national inspection-free products. The "Guo Zihao" brand accounts for half of the national sports shoes industry. Anta, Xtep, 36 1 degree ... Almost all domestic first-line sports shoes brands come from Jinjiang. Jinjiang shoe enterprises rely on personalized and differentiated positioning, actively adapt to the market, strive to expand brand influence, and achieve rapid promotion of brand value.
In Jordan Company, all the new 10 production lines just introduced last year are running at full capacity. In 2008, the company's sales increased by more than 20%, and in the first quarter of 2009, it obtained 70% of the annual order plan. According to Xie Changzhi, vice chairman of the company, the planned output this year will exceed half of last year's, which can ensure smooth sales and no backlog. "In the second half of last year, we also used brand advantages to promote low-cost expansion and added more than 200 specialty stores."
Despite the decline of international market demand, slow growth of domestic demand and fluctuation of raw material prices, Jinjiang brand shoe enterprises regard this "industry difficult period" as a "strategic opportunity period". Brand advantage is reflected in the promotion of added value and the control of product pricing power. Jinjiang shoe enterprises that go against the trend show that brand advantage is enough to lead the dance market.
4. Advertising investment is more rational
165438+1October18th, the bidding result of CCTV 20 10 gold advertising resources, which is known as the "economic barometer of China", was released. In just over ten hours of on-site bidding, CCTV easily "recorded" 109645 million yuan, setting a record of 10.
In recent years, many people marveled at the heroic spirit of Jinjiang enterprises at the CCTV advertising bidding meeting, which became a force that cannot be ignored at the bidding meeting. However, in this advertising bidding meeting, Jinjiang enterprises are particularly rational. Many well-known enterprises, including Anta and Li Lang, did not send people to the bidding meeting.
One of the reasons is that large sports shoes enterprises in Jinjiang have established a wide popularity in the domestic market, so they need to be cautious in the face of CCTV's sky-high advertising. Secondly, in the past, Jinjiang enterprises, especially sports equipment enterprises, mainly focused on live events and sports news in CCTV, but these projects did not appear in this tender meeting. In the past, this was especially true for Jinjiang enterprises.
Sports equipment enterprises put advertisements in CCTV mainly based on live events and sports news, but these items did not appear in this bidding meeting. Of course, the fact that Jinjiang shoe enterprises didn't make a direct move at this advertising bidding meeting doesn't mean that Jinjiang enterprises will ignore the communication platform like CCTV.