——50 samples of characteristic industrial clusters in Hebei counties

Author: Wei Xin

1. Sudden new challenges brought by national strategies

< p> Once the national strategy for building Xiongan New Area was released, the land including Santai Town in Anxin County was filled with joy. However, the Santai shoe industry cluster is located in the starting area of ??the new district planning. With the construction of Xiongan New District, northern shoes are facing a series of challenges. The planning of Xiongan New Area follows the concepts of "world vision, international standards, Chinese characteristics, and high-end positioning", and the development goal is "an innovative development demonstration area that implements new development concepts". Innovation-driven is the basis for the development of the new area, and the leading industries will mainly focus on biology. Pharmaceuticals, electronic technology, high-end manufacturing, Internet+, modern service industry, etc. The footwear and clothing industry is a traditional, labor-intensive industry and has serious conflicts with the development plan of the new district. This will lead to the shrinkage of the footwear and clothing supporting industry in Anxin County. Therefore, industrial transformation and transfer are imperative.

For an increasingly mature large-scale characteristic industrial cluster, at the key historical node of its development, the huge impact and threat caused by emergencies is obvious. When the sea is flowing, heroes will show their true colors.

2. Development History: "Northern Shoe Capital" - the Hidden Champion of China's Shoe Industry

Santai Town, Anxin County, Hebei Province is the largest shoemaking production base in northern China. It introduced high technology to shoes, a traditional consumer product, created provincial famous brands, formed an industrial park, and established the Anxin County Shoes, Clothing and Materials Industry Association, laying the foundation for the standardization and long-term development of the shoe and clothing industry in northern China. .

China's shoemaking production areas have gradually formed a bipolar pattern: Jinjiang in the south and Santai in the north. The shoemaking industry in Anxin County, Hebei is mainly concentrated in Santai Town. Before the country established Xiongan New Area in 2017, a complete and large shoemaking industry cluster had been formed. It started in 1978 and has a history of nearly 40 years. After three generations of entrepreneurs, nearly 20,000 companies of various types have emerged around 2010. After several rounds of market reshuffle, Santai Town now has more than 1,000 shoe-making companies, more than 2,000 shoe material companies, more than 1,000 shoe-making production lines, an annual production capacity of more than 500 million pairs, and an annual output value of more than 20 billion yuan. Directly or It has indirectly driven more than 150,000 employees and accounts for nearly half of China's mid- to low-end shoe market. It is precisely because of the outstanding contributions of the "Northern Shoe Capital" that Santai Town was awarded the "National Key Town" in 2016 by seven ministries including the Ministry of Housing and Urban-Rural Development, the Development and Reform Commission, and the Ministry of Finance. It is the only area under the jurisdiction of Xiongan New Area to be on the list. Famous town across the country.

3. Industry Observation: The "Northern Shoe Capital" is the epitome of Made in China

The current "Northern Shoe Capital" is the epitome of Made in China, which can be summarized as follows: fundamental characteristics.

(1) The advantage of the "Northern Shoe Capital" is its intensive cultivation of market segments.

Starting from the earliest categories such as leather shoes and cotton shoes, the "Northern Shoe Capital" has gone through nearly 20 years of market exploration. At the end of the last century, the "Northern Shoe Capital" seized the historical opportunity of the rapid rise of the emerging category of sports and leisure shoes, and won more than ten years of rapid development. Especially after the 2008 Beijing Olympics, Jinjiang Shoe Industry completed its transformation and upgrading, seizing the first- and second-tier brands in the domestic sports and leisure shoe field, thus gradually withdrawing from the production and manufacturing links of the mid-to-low-end market. The "Northern Shoe Capital" took advantage of the opportunity to make efforts, focusing on brand OEM business and private brand wholesale business, gradually establishing its market position. Many domestic and foreign brands such as Umbro, Adidas, Li Ning, Double Star, and Qi Anda, Sailiyang, Daphne, Kappa, etc. began to transfer bulk orders to the "Northern Shoe Capital" production area for production. At the same time, the "Northern Shoe Capital" has also cultivated a number of its own brands, including a large number of well-known brands in Hebei Province such as Ji Xingyu, Yichang, Xinmaoda, Wenben, Yibu, Jingya, Tongtiandi, and Ten Wolves. trademark.

Focus on large categories and target the mid- to low-end. The "Northern Shoe City" has worked hard and worked hard to form a unique production area advantage, creating the "Northern Shoe City Model" that scares its opponents and is famous all over the world. Product depth and variety diversification; marketing breadth and market internationalization. Various sports shoes such as jogging shoes, hiking shoes, sneakers, skateboard shoes, snow boots, fashion shoes and other casual shoes cover the urban and rural markets across the country and are exported to overseas markets such as Russia, South Africa, South Korea and Hungary.

(2) The competitiveness of the "Northern Shoe Capital" comes from the high efficiency of the entire industry chain.

Competitiveness comes from the high efficiency of the entire industry chain. Producing a pair of shoes that meets quality standards is inseparable from the hard work of more than a hundred companies. From raw materials to finished products, and then to timely delivery to consumers, a pair of shoes is inseparable from the efficient collaboration of the entire industry chain.

More importantly, this process is completed in cruel market competition and is a dynamic competition that must be based on cyclical changes in the marketing environment. From insight into consumer needs, to forming product planning concepts and creative solutions, to completing sample development, to obtaining channel orders, to mass production organization, to sea, land and air logistics delivery, to multi-terminal channel distribution.

From consumer insight to consumer recognition, from concept products to experimental products, from samples to products, from commodities to brands, the complexity is no less than that of any "Red Ocean" market in a fully competitive field.

The "Northern Shoe Capital" targets the market at the bottom of the pyramid with the largest base, and the market at the bottom often has lower thresholds and competition is particularly fierce. "Differentiation, all factors, low cost, high efficiency", after more than 40 years of industry accumulation, the "Northern Shoe Capital" has formed the most complete and efficient shoemaking industry chain in the country, which has also become the basis for the "Northern Shoe Capital" The incubator, housekeeping treasure and ballast stone for survival and development.

(3) The lifeline of the "Northern Shoe Capital" exists in its own ecosystem.

The current situation of the "Northern Shoe Capital" is the industrial format of the manufacturing base, the professional production area, the survival of the entire industry chain, the competition against the supply chain, and the competition for cost-effectiveness and quick response. , compete with factor cost and factor efficiency. This is the ecological status of the existing business formats in the "Northern Shoe Capital".

Focusing on market segments and carrying out intensive cultivation has formed the existing production area advantages of the "Northern Shoe City"; adhering to the entrepreneurial spirit and doing everything personally, building the historical survival foundation of the "Northern Shoe City"; the entire industry chain The high-efficiency operation demonstrates the competitiveness of the "Northern Shoe Capital" industrial cluster in its primary stage; the self-contained ecosystem supports the vital lifeline of the low-level survival and development of the "Northern Shoe Capital".

In Santai, every enterprise form, including tens of thousands of small workshops, is a great cell that ensures the vitality of the "Northern Shoe Capital".

4. Industrial transfer: "Northern Shoe Capital" turns challenges into opportunities

"Northern Shoe Capital" is at a critical historical node of transformation and upgrading. Dialectically speaking, industrial transfer is both a historic challenge and a historic opportunity. Either I can leap from a "local snake" to a dragon and let me fly to the sky from now on; or I can still struggle on the ground, or even degenerate into an "earthworm" and be trampled on by others. Among them, the turning point from a production area brand to a full value chain brand is also the life and death of the "Northern Shoe Capital".

When the "Northern Shoe Capital" encounters national strategies, industrial transfer is inevitable. It is an industrial transfer, but also a transfer of life and death. It is not a simple copy, but a cocoon turned into a butterfly.

Regarding industrial transfer, we need to look at it from four levels.

First, regarding the industrial transfer of the "Northern Shoe Capital", the "three musts" must be achieved: safe transfer must be achieved, healthy survival must be achieved, and innovation and upgrading must be achieved. The stock market is the basis of survival, the cash cow, the material condition for transformation and upgrading, and the core component of future competitiveness. It is necessary to prevent the loss of existing disks and maintain the original industrial competitiveness. This industrial transfer is not only the relocation of enterprises, but also the relocation of industrial chains, and the reconstruction of the ecosystem. To allow the industry to transfer safely, survive healthily and achieve innovative development, we must take the initiative to transfer, transfer in a group, and transfer professionally to achieve industry continuation and Phoenix Nirvana.

Secondly, regarding the destination location selection, three basic principles should be followed: get settled, take root, and live better.

Third, regarding the construction of new industrial cluster ecosystems, three basic requirements should be followed: cost depression, efficiency high, and innovation hinterland.

Fourthly, regarding the industrial transfer of the "Northern Shoe Capital", we should understand its two essences: it is an industrial transfer, but in fact it is an industrial upgrade; it is an industrial transfer, but in fact it is a production capacity transfer.

Faced with the challenges of industrial transformation and transfer brought about by the establishment of Xiongan New Area, the Anxin County Shoes, Clothing and Shoe Materials Industry Association is committed to playing the role of connecting government and enterprises, integrating resources from all parties, gathering forces from all walks of life, and accelerating The shoe, clothing and shoe material industry is undergoing transformation and upgrading, and the shoe and clothing new city project is planned. Adhering to the concept of mutual trust, mutual benefit and sincere cooperation, we have reached a strategic cooperation agreement with the local government to jointly support and serve the construction of Xiongan, promote the integration of footwear, clothing and shoe materials resources, accelerate the transformation and upgrading of footwear, clothing and shoe materials, and strive to build Xiongan Demonstration project for industrial transfer in new areas.

■Transfer to Gaoyi County

In 2017, the realization of the development goal of "rebuilding a new Gaoyi" in Shijiazhuang Gaoyi County reached a decisive stage, and the industrial and economic development progressed to optimization and upgrading. At this stage, urbanization development has also reached the juncture of further deepening and exploring new development models.

At the same time, the Anxin County Shoes, Clothing and Shoe Materials Industry Association project team believes that the best solution is to build a shoe industry characteristic town based on the Dashantai shoemaking area to complete the industry The overall relocation of the chain will realize the off-site reconstruction of the northern shoe capital's stock market, and simultaneously complete the transformation and upgrading of the industry, thereby realizing the innovative development of the northern shoe capital's incremental market.

Against this background, the Anxin County Footwear, Clothing and Shoe Materials Industry Association listed Gaoyi County as an industrial transfer destination and completed an inspection of Gaoyi County. In the end, Gaoyi stood out in the comprehensive comparison in terms of relocation distance, preferential policies, available land resources, business environment, and cultural environment. Gaoyi County has a planned 20,000-acre provincial industrial park, with nine connections and one leveling completed, and has the ability to undertake the entire industrial cluster as a whole.

On August 14, 2017, Anxin County Shoemaking Industry Association led business representatives and think tank experts to inspect Gaoyi County, Shijiazhuang City, Hebei Province.

On August 25, the Anxin County Shoemaking Industry Association formally signed a contract with the Gaoyi County People's Government, and the "Northern Shoe Capital" was officially designated as Gaoyi.

■Transfer to Dingzhou

On May 3, 2018, China Construction Sixth Engineering Bureau Co., Ltd., China Construction Northeast Design Institute Co., Ltd. and Anxin County Shoes and Clothing Shoes The Material Industry Association signed the "Xiong'an New Area/Shoemaking Industry Transformation and Upgrading/Project Framework Agreement."

The Xiongan New District shoemaking industry transformation and upgrading project will be planned to cover an area of ??about 10,000 acres in the Dingzhou Economic Development Zone and build the Dingzhou Shoes and Clothing New City with a total investment of about 12 billion. It will include production intelligence Factories, IoT warehousing and logistics centers, training schools and supporting production and living facilities.

In addition, the three parties will also establish the Xiongan Footwear and Clothing Industry Research Center project in Xiongan New Area, and will set up an industrial R&D center, technical college, high-end technology and product display center, cultural exchange center, etc. in the project park Product promotion supporting facilities. After the project is completed, it will be a new ecological intelligent manufacturing city integrating production, sales, display, living and living, with complete supporting facilities.

China Construction Sixth Engineering Bureau Co., Ltd. and China Construction Northeast Design and Research Institute Co., Ltd. have rich investment and construction management experience and leading world technologies, which will surely help further improve the footwear, apparel and shoe material industry. China Construction Sixth Engineering Bureau will provide all-round services in terms of construction organization, resource allocation, technical and financial support, comprehensive guarantee, etc., continue to be deeply involved in the construction of Xiongan New Area, and strive to create high-quality projects that are satisfactory to the society based on "Xiongan Quality" as the standard. Practical actions interpret the core corporate philosophy of "quality assurance and value creation" and contribute to the implementation of the country's millennium plan.

China Architectural Northeast Design Institute will provide an all-element, full-life cycle overall design plan for the project. Gather the outstanding backbones of various majors to participate with the most elite strength.

5. Strategic Initiatives

Take a step forward, gather sand into piles, and turn the cocoon into a butterfly. From a 20 billion production area to a 100 billion brand matrix, the future is promising.

(1) Retain the brand and retain the roots

According to the strategic consensus reached between the Anxin County Footwear Industry Association and the People's Government of the industrial relocation destination, all parties will Conduct in-depth industrial research, industrial scientific planning and professional construction of industrial cities, and strive to implement the production functions of the three shoe industry clusters in the "Northern Shoe City" in Anxin County, Xiongan New District, locally, complete the transfer of production areas, and realize the stock of the "Northern Shoe City" Off-site reconstruction of the disk.

At the same time, we are committed to improving more industrial functions such as transaction distribution, cultural exchanges, technological innovation, brand incubation, standard setting and industry training, improving the footwear industry chain, reconstructing the footwear industry ecosystem, and completing the industry Upgrade to achieve the sustainable development of retaining the "Northern Shoe Capital" corporate brand and the innovative development of incremental growth.

(2) Choosing the right soil and the right path

Under the guidance of the four-in-one planning concept of “industry, culture, tourism, and community”, the Northern Shoe Capital Xinsantai Shoes The industrial town will fundamentally change the situation of the original Santai shoe industry being "clustered but not grouped".

According to the current planning, the planned area of ??"New Santai Shoe Industry Town" exceeds 10 square kilometers, and it is expected to introduce 1,000 companies and invest more than 50 billion yuan. The project construction is divided into three phases. It will take about five years to complete the construction. Once completed, the project will become the largest innovative production and sales demonstration zone for sports and leisure shoes in northern China. The project is planned to have four major functional blocks: management intelligence center, modern industrial cluster, modern business cluster and comprehensive supporting cluster. , including nearly 100 construction projects such as modern industrial plants, warehousing and logistics, shoes and clothing stores, brand streets, e-commerce tribes, mass entrepreneurship and innovation bases, solid waste power generation, and shoe culture museums, with precise positioning, scientific planning, complete functions, and layout Reasonable. After the project is fully put into operation, the annual production capacity will exceed 1 billion pairs, the annual output value will exceed 100 billion yuan, and it will create employment for more than 200,000 people.

(3) Reproduction and reproduction

< p> Introduce the "characteristic town strategy" to realize industrial transfer. As the latest form of industrialization and urbanization, characteristic towns represent the achievements of advanced civilization in human development, whether from the perspective of China's economic transformation under the new normal or the current situation of the country. From the perspective of policy arrangements, it is worthy of strong encouragement. Industrial distinctiveness, urban themeization, operational branding, high-standard planning, systematic creation, professional management, production area brand re-branding and retail brand incubation can be realized simultaneously.

< p> With mature industrial support, systematic cultural exploration, tourism standards for 3A-level scenic spots, and complete community facilities, an international shoe industry town comparable to the German Mercedes-Benz car town is about to emerge from an existing traditional organic town. , to a comprehensively leading international shoe industry town is the preferred path for industrial transfer in the "Northern Shoe Capital".