It is difficult to find a shoe company in Putian, a famous city of shoe industry, and it does not matter. The population of 500,000 shoe industry fills the density of this coastal city in Fujian. The cars that can be seen everywhere, carrying shoe boxes and boxes, walking through the cities with a scent of braised noodles, linked more than 4,000 shoe -making companies, and created 67.75 billion industrial output value in 2016.
In the past few years, going to sea is the business path of Putian shoe industry: doing OEM for well -known foreign brands, or “foreign trade shoes” with some doorway, witnessing the two extremes of the local industry: one of the best: two, two, two two Shoes of the shoe making process and the number of markets of one of the two markets are notorious. Although it has a developed shoe industry and the Internet industry, the term “brand” has made hundreds of thousands of practitioners think that it is difficult to reach.
According to Chen Wenbiao, president of the Putian Shoe Industry Association, Putian is the foundry production base of the world’s shoe brands and is fully capable of creating a brand. In fact, Putian’s shoe industry has experienced a collective awakening, and its huge production capacity is also looking for a way out. In recent years, standing at the booming of the Internet industry, Putian relied on the “shoes+e -commerce” model to derive more than 100 independent brands, and some even obtained the provincial famous trademark with excellent e -commerce results.
However, the domestic shoe industry e -commerce market has long tended to be saturated. The policy of large e -commerce platforms towards international and domestic first -tier brands has always suppressed the nerves of Putian’s shoe industry. In addition, “the domestic shoe industry e -commerce market has become saturated, and practitioners often have a nest of bee when developing the market, which is easy to form low -cost malignant competition.” Said Cai Jining, chairman of Yishui Shoe Industry Co., Ltd.
Yongsheng Company was originally a foundry company. Four years ago, they began to contact e -commerce and embarked on the road of cross -border e -commerce. In Cai Jining’s view, European and American, Japan and other overseas markets are relatively rational. The consumer groups are mainly medium and high -end, suitable for independent shoes brands with higher positioning. “We mainly operate the US market, selling an average of $ 69 per pair of shoes.” Cai Jining said. At present, the shops of Eternal Shengsheng Cross -border distributors have grown to 400, and their annual sales have risen double, reaching $ 5 million last year.
Also found this niche market is Youth House Sports Products Co., Ltd.. “Our ‘playing brand’ mainly produces fashion and leisure sports shoes. I just started to pay attention to the domestic market. It was not involved in cross -border e -commerce until 2015. I did not expect that the momentum was so fast!” Jing introduced. In early April 2016, he “played” and went to Hanover in Germany to participate in the science and technology exhibition and successfully connected with German merchants, which greatly improved Guo Jing’s “going to sea” confidence.
“Each brand has its gene.” Guo Jing analyzed: “For example, the OEM of the eternal shoe industry was paired with Levi’s -style boots, and they consumed consumer insights in the manufacturing process, so they could take them on up After cross -border roads, we advance and fader after the road. We are not agricultural and industrial and commercial, but our gene lies in creativity and design, and we must make articles from here. “In August 2017 Style design, one shoe three wears, the inner set of the shoes can also be customized according to the customer’s daily mood, and it becomes a explosion on the market as soon as it goes public.
However, from the long -term perspective of the brand, Guo Jing was not satisfied with the current achievements: “The sales volume of hundreds of orders a day can only be said to be maintained. If you want to break out, you need more exploration. “This is also confirmed in Huang Fengchun, the general manager of Putian Trend Shoes Technology Co., Ltd. With the “Solofen” brand registered in the United States, he admits that he wants to want to stand in the United States, which is very mature in the brand. It is not easy to stand on his feet. It is even more easy to stand.
Huang Fengchun holds a pair of 3D printed sole sports shoes that will be put into the market in 2018. Yes, when domestic sports brands such as Peak released 3D printing shoes, Putian also had its own low -key research and development strength. “Our main R & D team is here, and the United States is also part of it, which can quickly complete the transformation of cutting -edge trends to technology and technology.” Huang Fengchun introduced.
“Our audience is very clear, and the price is relatively high, up to $ 500.” Huang Fengchun said. Such a high -quality unit price seems to bring a certain amount of confidence to Putian cross -border e -commerce brands. Behind this Qi, it has nothing to do with Putian’s inherited shoe making technology and standards for many years.
On December 26, 2017, Putian City held the launching ceremony of the “Putian Good Shoes · Europe and the United States Standard” project. The project was initiated by the China Export Shoes Quality Technology Promotion Committee. Good shoe “group standards and EU Reach regulations, US CA65 bill.
The launching ceremony was 23 products such as Shuangchi, Playing, Yi Bai Da, Luo Chi, Mo Lei Kou Lei, Mo Lei Kou Lei, Guqi Tianlun, Xiangguan, Niu Tou Chief, Water, Sorofen, etc., “Putian is good in Putian Good Shoes · Europe and the United States Standard “certificate. Many of these 10 shoe companies have split waves on the range of cross -border e -commerce.
Driven by the market wind direction, Putian Middle Shoes sellers who have established domestic e -commerce platforms have also registered companies to move against cross -border e -commerce platforms. “We have been doing overseas business in 2016, and now we can sell about 100 orders every day.” Zhu Zhihua, the person in charge of Jiate Company, said, “We just got started, and we needed to explore and learn slowly in order to operate.”
“Putian has 200,000 ‘Internet troops’, but there are not many cross -border e -commerce companies in shoe, small scale and distribution.” Huang Jianhui, chairman of Fujian Bicheng Datong Investment Co., Ltd., believes. He once organized a cross -border e -commerce summit forum in Putian. According to his experience, these small sellers fought alone, and after the turnover reached 10 million yuan, they would encounter “ceiling”. If the “Group Army” can be formed, it will form considerable potential and market competitiveness.
Think about it, in 2018, the Putian Shoes Industry will have a new situation.