Although many within a short period Jinjiang well-known

 Brand sports shoes, but they do not particularly prominent brands, a dozen brands in the melee, so that consumers can not find out the difference.

A small town in southeastern Fujian Province - Chen Tai town three thousand more than the shoe from the reform and opening up the hand when the workshop production has become a truly world sport shoes production base here,UGGs, the number of annual production of sports shoes, more than five billion pairs, while the number sold abroad 500 million pairs, which Domestic production accounts for 75 sports shoes to rely on primitive accumulation, some companies have made great progress, created its own brand and this brand

the road go very fast, similar look almost as CCTV Sports Channel Jinjiang Channel: Anta, special steps, Buick, Del benefits, Xidelong,UGG boots clearance, Mingle, Jordan and so on ad you Changba me play, crowded and its form is also very similar, in the rough and simple advertising screen advertising language all invited Jay Chou, Aaron Kwok, Andy Lau, Cecilia Cheung, Leon Lai, Nicholas Tse, Stefanie Sun, F4, Jordan Chan King-class stars such as card making

footwear enterprises in Jinjiang Sports

mostly small, intense competition between the scale from the enterprise point of view, with the number of workers of enterprises in the total 00-400 total number of enterprises 68.9, less than 00 people account for 9. accounted for 5,400 or more. 0 Jinjiang footwear is well-known and large companies mostly worked in the business OEM pre-processors, is well aware of the impact of OEM business development and for the resistance, so eagerly desire to control their own sales channels and the reform of the brand, reducing the market and operating on the band to risk.

1999, after careful consideration, decided to follow the ANTA brand sports brands to create a time-tested image of the spokesperson for the breakthrough young and full of vigor and vitality into the world champion Kong Linghui ANTA sport shoes Kong Linghui a spokesman with the image of \suddenly from an unknown brand channeling jump to a brand of sports shoes in China, the market share of 3. 4

Anta's success led to the revolutionary brand of the Footwear Industry, set off a mad Biao making cards like movement from 000 to 00 in two years, in addition to Anta, but has more than 30 brands in the Footwear Industry and five sets of CCTV continued appearance According to statistics, during Jinjiang shoes ads broadcast in the CCTV costs total amount of over two hundred million yuan every year to follow almost all of the practice of ANTA brand melee



yet not a single brand will admit of Jinjiang, he has thrown the city's competitors Jinjiang in a short time later despite the emergence of many national famous brand sports shoes, but they do not particularly prominent brands, a dozen brands in the melee, so that consumers can not find out the difference

\rampant imitation footwear enterprises in Jinjiang, whether it is product design or marketing model, \props costs, inventory pressures, ordering and other marketing expenses, many companies are busy behind the loss), so that the whole industry, which has become empty

phenomenon is more serious misreading of the brand, most companies thought CCTV is the brand had to show his face in the advertising creative expression and production of shoddy, both spent the money and damage the brand image according to the survey, about 30 footwear enterprises in Jinjiang whole business does not own brand, while the other 70 companies has its own brand The majority of the brand will be carried out in accordance with customer requirements of production, some companies even counterfeit of other well-known Pinpai

\Managers said the small wave

However, the production capacity of the Jinjiang areas have been the beginning of a process of adjustment, some more big brands to obtain a greater market share, the company has the original scale of production can not meet the market demand, so they absorb a number of collaboration vendors special steps, Buick, Anta and other enterprise collaboration vendor number from 0 to more than 40 ranges

\But the lack of work is not the root cause of the employment environment is not good Jinjiang, people flow away, but all too fast expansion of production scale, people are not enough, \>
when Jinjiang base from a processing base for the development of the brand, when the bottleneck of lack of personnel footwear enterprises in Jinjiang worsening the average educational level of employees is not high, production workers, most of middle school or primary school only from Xiamen University International Trade Department of topics that the survey team, production workers and junior middle school level or below the total number of staff 70.69, high school education accounted for. 4, high school and only 6.9 middle management and senior management of most of the high school level, only the highly educated / 3 of the middle management of many companies mainly promoted directly from the skilled workers they familiar aspects of production management, but the lack of scientific knowledge, a lack of understanding of modern enterprise management and awareness

around as though I and II cities in Fujian Province, Fuzhou, Xiamen University has a relatively well-educated can provide talent, but really can be applied to the enterprise itself, become the backbone of the very few, therefore, Jinjiang enterprises in management, technology R & D use more external and purchase (of research) way to proceed, which also resulted in the movement of large staff cohesion is not strong, and so on R & D results

like 90 years from the Fujian Province, although some local governments increased investment in vocational schools, education,cheap UGG boots, a considerable number of basic mechanics, but compared to the entire region speaking, industry professionals do not have the integrity and systematic training, the lack of high-quality personnel training institutions and these professionals are concentrated, such as Beijing, Shanghai,UGG bailey button, Guangdong and Fujian by three geographical and human environment, and very few can take advantage of marketing communications network in China, said Zheng Lei, breaking the regional boundaries, out of Fujian, the local government and enterprises should be the preferred target at this stage in the economic and industrial development through the establishment of a separate R & D areas, the introduction of new control center operation of the market, not only to attract top talent to join the industry, and easy to market regulation, to grasp the latest market developments, the existing industrial areas (for example: Jinjiang) upgrade for the processing industry base, the use of existing industrial enterprises can improve competitiveness in the market looking for brand differentiation