The Glory And Depression Of Jinjiang River
- Aug 13, 2018 -


Most people in Jinjiang are not very fond of Beijing's Internet media.

Jinjiang people like to go to the circle of friends, the basic is this: "Dare to win the world before the love will fight - "Jinjiang experience" apocalypse, "5 minutes and 12 seconds!! Tonight, CCTV news headlines are Jinjiang!"...

But most of Beijing's media, from 2016 to 2018, reported to Jinjiang: "What happened to Jinjiang shoe factory in the past few years? Nearly 60 shoe companies have closed down" and "Jinjiang shoe industry's expansion and decline" ", Jay Chou endorsed Delphi has fallen"...

Which one is the real Jinjiang?

As one of the birthplaces of Chinese entities, Jinjiang has always been known for its glory. The defeat is also well known. After many years, this fertile soil that once gave birth to Chinese shoes, in the end, as reported by the media, enterprises have closed down in large numbers. Forced to stop work, the whole street is in a depression, or is it as prosperous as the Jinjiang circle of friends?

Knife brother met several friends who have been immersed in Jinjiang footwear for many years. In their mouths, Jinjiang is not the former or the latter. It is another scene.

What is the truth about Jinjiang?

Once in Jinjiang, there were a lot of cars and the road was blocked!

To say the status quo of Jinjiang, you have to mention the past of Jinjiang.

From 2005 to 2008, it was the most prosperous time for Jinjiang footwear industry.

At this point, the media reports and the memory of Jinjiang people are unified, but compared with the macro description of the media, the memory of Jinjiang people is more trivial and concrete.

Sun Ke spent 15 years in the Jinjiang footwear industry and experienced all the nodes that Jinjiang turned from prosperity to decline. In his memory, around 2005, the factory in Jinjiang was too hot, and basically had to be wanted.

At that time, dealers in the field often took a few bags of cash, drove large trucks, and lined up at the factory gate. If you run into the quality control, "The quality of these shoes is not good, you have to do it again." The dealers next to it will rush to say: no need, no quality, I can sell.

At the time of getting off work, several important streets in Jinjiang must have been blocked, and they basically thought about driving. It is said that at the gate of the factory of Hongxing Erke, it is often an hour, all the workers who are off duty, busy for a day, they also have to come out to consume entertainment.

Ding Ming, who is the same village as the founder of Xtep, also remembers this paragraph. He now also opened the factory himself, while doing his own brand research and development, while picking up the list of foundries.

What impressed him the most was the scene that he opened up to the Xtep market in the Northeast in those years.

Shortly after graduating from college in 2005, he was sent to the Northeast Region by Xtep, and he was able to make sales of 60 million to 70 million in a single year. In 2006, another employee was responsible for the entire Northeast Region. The overall can do about 120 million.

"Accordingly, at that time, our brand suppliers had to expand. They definitely needed to sprint and go around to expand the territory. But the reality is that we are both sitting in a small office building in Shenyang, like Qiqihar. People who belong to the city of Heilongjiang, continue to take the initiative to find us, the purpose is one: seeking to join." More than 300 stores in 1 year, are actively looking for.

This is just a northeastern region, and the rest of the place is hot, you can imagine.

More importantly, not only is Xtep so hot, but also more than 30 Jinjiang shoe brands such as Anta, 361 Degrees, Xtep, Hongxing Erke, and noble birds. At the same time, the original spring and autumn trade fairs twice in the year are all in short supply. Four times a year.

Wu said that he entered the work of Anta. At that time, he was still only a high school student. He remembered that there were a lot of cars in Jinjiang City at that time. It was easy to get crowded when driving out. There were five star-rated hotels in several major streets.

From 1978 to the poverty-stricken counties that depended on the national “relief” to the county-level cities with developed economies and world-famous, Jinjiang’s “counter-attack” took only 23 years.

At the same time, the name of the shoes, do not leave. It is like the speed of opening up and the transformation of cctv5 into the channel of Jinjiang. It also makes the popularity of Jinjiang model spread all over the world.

It is estimated that few Jinjiang people can predict that such a scenery, since the arrival of 2009, the shoes are all good days in Jinjiang, abruptly stopped!

Jinjiang people in the Shaoguan store were approved: In addition to the products, everything was done!

But Jinjiang people don’t think so

Almost at the end of the Beijing Olympic Games, Jinjiang footwear industry is busy doing special sales and clearing inventory. No way, the factory has pressed too much!

To what extent?

Related people broke the news, it is said that in 2009, Hongxing Erke pressed 800 million goods, Xtep is 2 billion, Anta is more, about 3 billion.

At that time, there was a saying: Jinjiang produced shoes for one year, enough for three years in the country!

With so many goods, it can only be sold at a low price. In order to quickly clear the position, Jinjiang’s shoes and clothing, the strength of the discount is horrible:

"One year my mother went to buy 7 clothes (a certain Jinjiang sports brand). She said that 3 pieces of 100 yuan, 7 pieces of 200 yuan, and no more than a rag."

These self-rescue methods are also selected by brands with a certain reputation. More small and medium-sized factories can't stand the storm of overstocking. The boss can only shut down the factory after losing money.

Relevant data shows that 3,000 shoe factories either fell down on their own or were eaten by other big factories, leaving only about 1,000 left. A lot of bosses at the time, almost, are now being chased by debt-buying, and better to be a drip driver.

Later, Jin Laike, Xidelong, Delhui... nearly 60 Jinjiang brands gradually fell.

When it is flourishing, there are people who take the initiative to burn oil and flowers, and when they are defeated, they will also be pointed. When the Jinjiang shoe industry was in deep recession, criticism from the outside world came to the fore. A common saying was:

"In addition to the products, they (Jinjiang people) did everything!"

This point, it is estimated that many Jinjiang people, very dissatisfied, Ding Ming said to the knife brother:

The quality of the products produced in Jinjiang is no problem. The enterprises that fell in Jinjiang are in front of their own brand dreams.

The shoe-making technology developed by Adi and Nike can also be made by Jinjiang people. However, since we do not have internationally renowned big brands, no one pays for it and can only follow suit.

Minnan tea culture is prevalent, and there are disputes between Jinjiang's enterprises. They usually sit down and talk by drinking tea.

When Jinjiang people drink tea, they will also reflect on the folks who used to drink tea together, and suddenly they will not work.

Their arguments are straightforward, with a taste of hate iron and steel: they all suffer from a lack of culture.

Chaos is often the first impression they give. At that time, it was too easy for everyone to open a factory to make money. It is normal to recruit people and find people. No one has the skills to check. From the factory manager to the director, as long as you can find someone, you can do it!

More serious than chaos to open a factory, there are still money.

Enterprises that make scales want to go public, they are eager to spend money on advertising, and hundreds of millions of advertising fees in one year, and finally burned themselves. The one who survived is the one who does not advertise.

Enterprises without scale want to be big, eager to expand the factory to recruit people, the goods are backlog, they can't sell the money, they can't pay the wages, they can only turn off the factory; others just don't want the eggs in the same basket, no idea. Engage, finally kill yourself.

Is the depression behind the Shaoguan factory?

No, Jinjiang people don’t think so

Ding Ming did not agree with the statement of "Jinjiang Depression". Jinjiang did not prosper around 2008, but it was not a depression. In order to prove his point of view, he also talked about five phenomena:

The backlog of goods in the warehouse can not be sold in China, but it can be sold to underdeveloped areas such as Africa and Southeast Asia. The quality of shoes in Jinjiang is no problem, and those in those places do not care about design.

After all, they are all entities, the brand has fallen, and the people who rented out the factory have also lived very well. Not to mention those who copy N-shoes and SKECHERS shoes, earning a few hundred million a year, and they are very happy. The Putian shoe industry, which is only half an hour high-speed train from Jinjiang, has developed in this way.

Some people use the Internet to make a fortune. After I have two 90s around me, I can sell 1, 2 million in turnover by playing for more than one year.

Even if foreign trade processing has signs of shifting from other provinces and cities, or even Southeast Asia, Jinjiang has developed over the years, and the technology and assembly line in shoemaking are still very advantageous. Large foreign brands must have a production line in Jinjiang.

At this point, Sun Ke also agreed that he had just been sent to Anhui to build a production line in the past two years. He said that although labor costs were saved in the field, the cost of equipment, upstream and downstream materials transportation went up, so Jinjiang was in shoes and clothing. In manufacturing, there is still a big advantage.

He both mentioned one sentence: Jinjiang, now, has not returned to the scenery around 2008, but the most difficult moment has passed.

Wu said that Jinjiang’s house prices have continued to grow rapidly in recent years, faster than the nearby Putian Dongguan.

If you don't pay attention to this problem,

Jinjiang footwear industry will also face shuffling

In the 1920s, the famous American political commentator Li Puman mentioned in his book "Public Public Opinion" a question: mimetic environment. That is, people can easily interpret the world based on the “symbolic reality” (the mimetic environment) after media processing.

How to break through the mimetic environment? Without a survey, there is no right to speak. It is the best way.

I hope more Jinjiang entrepreneurs will make a sound, let the outside world see the more authentic Jinjiang, and let the outside world know the development status of Chinese industry.

However, although I am very pleased that Jinjiang footwear industry has run out of the cold winter, the knife brother still has to pour a little cold water: In the past, Jinjiang entrepreneurs could make money by copying famous brands, but with the strengthening of intellectual property management, these enterprises will face new ones. Cold wave.