What are Putian shoes (how about Putian shoes)

Putian shoes have been controversial in the market. Since the 1980s, internationally renowned sports brands such as Nike and Adidas have successively set up foundries in Putian, Fujian. Due to the developed foundry industry, there has also been a replication industry chain in Putian. In the eyes of consumers, "Putian shoes" has become synonymous with replica shoes. At the same time, due to rich OEM experience, Putian's shoe-making technology is getting better and better, and the shoes produced are cheap and good, which really attracts some consumers.

In June this year, Putian released the collective trademark cultivation plan of "Putian Shoes" and the first group standard of "safety shoes for construction" in China, and authorized six shoe factories to become the first batch of collective trademark users of "Putian Shoes". This is an important measure for Putian to build a regional brand of footwear industry and a world-class construction safety shoe, and also marks a new round of high-quality development of Putian footwear industry.

Hao brand dajiacheng

In recent years, Putian has issued a number of new policies to fully promote the creation, quality improvement and variety increase of footwear brands, support shoe enterprises to develop new brands in sub-sectors and seize the target market; Encourage all parties to create alliance brands and register regional brands and public brands; Introduce investment companies, build a service platform, and promote Putian shoes brand professionally. From Putian replica shoes to "Putian good shoes", from OEM to joint brand creation, from manufacturing to creation, Putian shoes have made their own way.

Wang Dechun, secretary general of Putian Shoes Association, said that the collective trademark of Putian Shoes belongs to regional brands, and the relevant access standards are formulated by the association and endorsed by the government. Only enterprises that meet the standards in terms of product materials and prices can use this logo and use their own brands at the same time.

The collective trademark registration of Putian shoes has been supported by many shoe enterprises in Putian. Previously, many shoe enterprises in Putian also tried to establish their own brands and expand e-commerce channels, but due to the late start, difficult incubation and high input cost, the effect was minimal. "With collective trademarks, enterprises don't have to fight alone, and platforms and consumers have higher trust in us." Lin Zhihong, deputy general manager of Fujian Jitu Technology Co., Ltd. said.

In Wang Dechun's view, Putian has accumulated a large number of experienced shoemakers because it has been OEM for international brands all the year round. Even if it is complicated to develop and manufacture shoes that require advanced technology, it is not difficult. Coupled with a perfect shoemaking system, the quality of shoes can be guaranteed, which is the real advantage of Putian. "The popularity is not enough, and many consumers still look at Putian shoes with colored glasses." Wang Dechun expressed the hope to reverse the negative impression of Putian shoes by good products.

It is in line with this goal that in recent years, Putian City has launched a series of effective measures to empower Putian shoe enterprises by establishing a "white list", establishing an industrial Internet platform, and increasing support for foreign trade, e-commerce, stable work, brand creation, and intelligent manufacturing. Lin, mayor of Putian City, told reporters that Putian is now vigorously exploring the shoe market segment and encouraging cooperation between shoe enterprises or between shoe enterprises and brand trademarks, super IP, planning consultation and supply chain finance. , the application of new models and new formats, the implementation of alliance creation.

According to statistics, from June to July this year, 2,992 registered trademarks of Putian shoes and clothing were added, up by 13.75% year-on-year.

"Bird Knowing Feet" knows feet skillfully

Walking into the Shuangchi custom factory located in Xiadian Road, Licheng District, Putian City, the reporter saw a "contented bird" intelligent foot tester. "When the consumer stands on this intelligent foot tester, it only takes 15 seconds to get 54 foot characteristics and health data, including the user's foot length, foot width, foot back length, arch and other dimensions. 3D foot shape data." Chen guangmiao, general manager of shuangchi technology co., ltd. introduced.

This is one of the initiatives of Shuangchi Industrial's transformation and innovation. In 20 16, in order to realize the transformation from mass manufacturing to personalized customization, Shuangchi Industry and Chinese Academy of Sciences spent four years developing the "contented bird" equipment. The device can select shoes with the most suitable size and function for consumers through big data analysis and cloud computing system, and can customize the size, color and pattern of shoes according to consumers' personal preferences.

"We can let consumers enjoy the rapid customization service at a very cheap price, which can not only help consumers measure and adapt to their shoes, but also customize their own unique style for them." Chen Guangmiao said.

"Personalized customization" is a successful case of the transformation of Putian footwear industry in recent years. By segmenting the market to meet the differentiated needs of consumers, this model is favored by more and more young people.

It is also a subclass. Putian Youth House Sporting Goods Co., Ltd. focuses on the research and development of self-owned brand sports shoes. Its products cover jogging series, air cushion series, retro series, power light running series, 1 shoes three-wear series, 4D reflective series, national tide series, business series and so on. At present, "Xiaoyao" power light running shoes, "little black shoes" waterproof and breathable black technology and "Fire Phoenix" have been developed. "We pay attention to product details, pay attention to consumer feelings, and let technology connect people's needs and experiences." Guo Jing, chairman of the company, said.

"First-class shoe-making technology and technology are the biggest advantage and confidence of Putian's footwear industry." Lin said that Putian firmly grasps innovation as the first driving force to lead development, further promotes the technological transformation and intelligent development of the footwear industry, and continuously consolidates and enhances the core competitiveness of the footwear industry. This year10-July, 65,438, Putian invested 2.5 billion yuan in technical transformation of footwear industry. In terms of R&D and design, Putian focused on improving the quality of supply, starting key core technologies, developing high-end new materials such as soles and fabrics, and being approved as a national new functional material industrial cluster; In terms of intelligence, Putian, together with CLP Research Institute, built an industrial Internet platform, supported by big data and Internet of Things, provided intelligent manufacturing system solutions, promoted enterprises to "go to the cloud", and improved equipment efficiency and personnel efficiency by 20%.

The flow of franchise stores has increased.

In August this year, Putian Shoes authorized boutique franchise hall was unveiled. This is the first offline entity display window for the external promotion and sales of the collective trademark of Putian Shoes. Double Chi Industrial Co., Ltd., Youth House Sporting Goods Co., Ltd. and other 14 independent brand enterprises settled in, covering sports shoes, business shoes, children's shoes, tooling shoes and other categories, with more than 100 products.

Jitu Technology Co., Ltd. has also settled in the joining hall. Lin Zhihong said: "The franchise stores have integrated the resources of all parties, realized the enjoyment of traffic, and allowed us to increase sales channels."

Huang Yixing, assistant to the brand store of Putian Shoes authorized boutique franchise hall, told the reporter: "With the collection store, the passenger flow has increased. Some guests come to the store to buy shoes of other brands, and they will also visit us by the way, which is of great help to enhance brand awareness. "

The establishment of the franchise pavilion is another measure for the transformation and upgrading of Putian footwear industry. In order to serve well the shoe enterprises and operate the collective trademark of Putian Shoes, Putian also established the famous brand management Co., Ltd., as the sole authorized entity for the operation of the collective trademark of Putian Shoes, responsible for the daily operation management, quality improvement, promotion and market development of public brands in Putian area.

Lin Yong, Chairman of Famous Brand Management Co., Ltd., introduced that the company is expanding the Putian shoes market by means of "online+offline". Among them, online will hold a group of Putian independent brand shoe enterprises to open online flagship stores of Putian shoes in Beijing and Tokyo, open "Putian work shoes" sales areas on platforms such as China Construction E-commerce, China Railway Materials Trade and China Shipping Property Network, and open Putian shoes live broadcast numbers in Tik Tok, so as to deeply explore new formats and new retail potential; In addition to opening an offline franchise store, it is also preparing to open a brand offline experience store in Meizhou Island International Tourism Scenic Spot, a national 5A-level scenic spot.

"We used to mainly do foreign trade, which led to Putian's footwear industry relying too much on foreign trade exports, weakening the construction of independent brands and sales channels. Now we are promoting the improvement of product industrial design and scientific research and development capabilities, conforming to the diversified needs of consumers, continuing to play the role of platform driving and demonstration and publicity, protecting and promoting the brand of Putian Shoes, and enhancing the ability and strength of Putian Shoes Enterprises to occupy various markets. "