The workers are working on the shoe material
As a rise in the southeast coastal commercial city, Jinjiang from the "three free" after the start, "three", a brand of sports course, many listed and international, all shoes are closely related. Now, Jinjiang is already the world's footwear footwear manufacturing center, the total output value of over 100 billion yuan, and gradually build "Sports" the whole industry chain.
Jinjiang elements blazed around the world
In the 7 super billion industrial clusters in Jinjiang, the shoes which are closely related to the sports industry and the double pairs of textile and clothing break through the hundreds of billions of customs.
Last year, the Brazil Olympic Games in Rio, from Jinjiang Anta, 361, Jordan, Shu Hua and other sports manufacturing brand collective debut, Jinjiang sports elements shine the world, so luxurious lineup and behind the huge sports goods industry cluster in the county-level city is very rare.
From the initial "three free" start, Jinjiang has become the world's manufacturing center in the footwear industry, has a strong and complete industrial chain, from footwear manufactured goods, shoes and auxiliary materials, chemical raw materials, shoes, leather machinery, leather products, outdoor sports equipment and other industries. As early as in November 28, 2007, Jinjiang became following Shenzhen, Chengdu after the third national sports industry base. After years of development, to 2014, the manufacturing of sports industry in sports, Jinjiang has become the first output value of over 100 billion industry.
In recent years, Jinjiang sports goods enterprises innovation development mode, looking for more market of blue. Among them, the Anta 20152016 annual revenue exceeded 10 billion yuan, is through the implementation of multi brand strategy plan to build one hundred billion enterprise in 10 years; 361 degrees of cross-border cooperation with Baidu, jointly set up a "big data Innovation Lab", fully opened the two sides in the field of intelligent sports equipment layout of the curtain, and work together to build intelligent music as sports movement of ecological system based on mobile Internet, the overall development of the "Internet sports"; guirenniao hoopchina.com through investment, joint investment in the establishment of forest landscape sports industry fund, to explore a new model of Internet sports manufacturing industry of sports service industry culture media finance ".
In the promotion of many sports brands under the capital market formed a "Jinjiang plate", the existing sports 21 listed companies, 2 enterprises demonstration unit of the national sports industry base approved, 1 enterprises have become the official sponsor of the Rio Olympics, 2 enterprises have become the Chinese Olympic Committee sponsors. In 7 Jinjiang ten billion industry in the cluster, and is closely related to the sports industry footwear, textile and apparel have exceeded 100 billion mark.
The rise of "the capital of the brand"
The data showed that the total output value of Jinjiang sports manufacturing industry reached 147 billion 233 million yuan, accounting for 34.07% of the total industrial output value.
Jinjiang a shoe factory and many thousands of supporting manufacturers, has more than 40 listed companies, has become the Chinese county-level city has the largest number of listed companies. Among them, including Anta, XTEP, 361, guirenniao and many other well-known sports brand.
The famous sociologist Fei Xiaotong will define Jinjiang's development path, "to market adjustment, with export-oriented economy, with joint-stock cooperation, common development of various economic sectors of the" Jinjiang model ". The CCTV sports channel was dubbed the" Jinjiang sports channel "for a long time. From the sponsorship news show the title to the sports event, almost all of Jinjiang sports brands.
In recent years, Jinjiang has rich experience of "Jinjiang", made a lot of achievements. As of now, Jinjiang has won the "world jacket", "national sports industry base", "China shoes", "Chinese textile industry base", "Chinese food industry strong city", "Chinese zipper", "China the umbrella" and so on. Last year, Jinjiang's total brand ranked the county (city, district) ninth. As of now, Jinjiang city has 68609 registered trademarks, including the Madrid International Trademark 310, A Well-Known Trademark in China 42, 220 famous trademarks of Fujian Province, Quanzhou City, 251 well-known trademarks, geographical indications 7 certification trademarks.
These years, Jinjiang footwear industry experienced from scratch, from small to large, from scattered to centralized, from extensive development to market segments, from scale expansion to a brand of sports, from different business to homogeneous competition development process, gradually developed into a complete industrial function, clustered industry chain. Data show that in 2016 the Jinjiang sports industry corporate units reached 9110, the sports industry employed 350 thousand people. The total output value of sports manufacturing industry reached 147 billion 233 million yuan, the total industrial output value of 34.07%. total tax 5 billion 299 million yuan, total fiscal revenue accounted for 26.4%.
Implementing diversification strategy
Since 2013, the sporting goods industry in China has reached the bottom, the listed companies in Jinjiang have different strategic goals and differentiated management strategies.
To build sports city, the advantage of scale effect is to highlight the sports goods industry, make the bigger, the strong stronger. Organize public information after the reporter found that since 2013, the sporting goods industry in China since bottoming out, the Department of Jinjiang listed company has strategic objectives and different management strategies.
Get good results in the FILA, Anta in the multi brand strategy farther on the.2016, Anta and Japan's high-end sports brand Desanto (DESCENTE) to achieve cooperation, set up a joint venture company, plans to open 100 stores in China, expand the high-end outdoor category; in 2017, Anta announced the acquisition of the famous Korean outdoor brand KOLON SPORT. at present Anta has formed a high-end sports brand Anta, FILA, Dizon, high-end brand matrix of sporting goods. Ding Shizhong has publicly said, "if a single brand by Anta, Nike and Adidas. We cannot go when we are implementing a multi brand strategy, it is possible to create more possibilities"
Similar Anta, 361 also choose multi brand business, the intention to seize the different market segments. The company in 2013 reached a strategic cooperation with the Nordic outdoor brand One Way Sport, to jointly develop the Chinese market. In addition, 361 also aggressively to open up overseas market: the establishment of the overseas subsidiary company, focused on the development of high-end comprehensive training and running function the product.
XTEP is chosen by the "fashion movement" return movement, focusing on professional equipment, focus on running and football in two major areas. In 2016, XTEP sponsored most marathon called sponsored sports brand, the company also proposed football strategy - edge comprehensive plan, the goal in the next five years the fifty thousand national youth football population service.
The Jinjiang government proposed to promote the development of enterprises will fully difference, guide enterprises to participate in the integration of industry resources, small and medium-sized enterprises in the industrial division of labor, cultivating a number of special expertise and strong new enterprise, forming unique competitive advantage, promote the enterprise to the fashion creative, intelligent manufacturing, brand integration, the transfer of production capacity and other four directions at the same time, to speed up the "national sports shoes and apparel industry well-known brands to create demonstration zone construction, built a set of R & D, production, sales, logistics, exhibition, the world of sports shoes and apparel industry cluster supply of raw materials such as the integration of the whole industry. At the same time, focus on sports, focusing on the development of sports service industry, focus on events operation, brand promotion health, health, fitness and leisure venues, sports tourism and other services, new formats, actively planning the project attract.
The source network of this article is 3D shoe upper Customizing flying shoe upper Keteth flying shoe finishing and publishing