What Is The Real Dilemma Of Putian'S Shoe Industry?

According to the world clothing shoes and hats net, at 23 o'clock on the night of January 30th, light rain and slippery road.

Taxis are running slowly in traffic jam.

At the crossroads near the city.

"East Garden West Road, 700 meters ahead congestion", navigation software voice prompts.

"Plugging every day, rain or shine.

These people sleep during the day and come out in the middle of the night.

The local taxi driver introduced chewing gum.

Outside the window, the car whistles one after another. The midnight scene is coming: the battery cars running and the running people are running in disorder, the boxes are full of boxes in the back of the car, and the big shoes boxes are packed in cardboard boxes.

This is Fujian Putian, known as "China shoe city" in the 80s of last century.

More than 30 years ago, a number of world famous

Sports shoes have been settled in this coastal open economic area for production and processing. Over the past 30 years, with the increasing production costs and the competition of low cost labor cost countries in Southeast Asia, the Putian shoe industry, which is mainly in the form of subcontracting production, has been repeatedly exhausted.

The production base of the army.

This is the joke of the locals.

In December last year, the Ministry of Public Security launched a 2 month "spring thunder action" to crack down on intellectual property crimes, focusing on the persistent ills of regional fraud, focusing on key areas such as daily chemicals, women and children products, clothing bags, auto parts, printing consumables, electromechanical building materials and other key areas.

In Putian, the industrial and commercial system only dealt with 138 cases of trademark infringement violations in the special action against trademark infringement violations of footwear from September to December last year.

However, for the huge fake footwear market, this is only the beginning.

In the past two years, apart from heavy punches, the city that is hard to cut off the "fake" brand is also constantly supporting local shoe companies to upgrade their own brands.

Journalist two went to visit and witnessed the coexistence of profiteering and conscience of Putian footwear industry today, changing and sticking to it.

"Sleepless city"

At Anfu electric mall in Chengxiang District of Putian, every ordinary midnight is like a carnival pouring out of the city.

The word "ghost market" quietly came into being.

After several years of thorough investigation, the sales of fake shoe sellers on the main street of the park and its surrounding electric business personnel, which are over 10000, have almost disappeared.

They opened the doors at noon. They belonged to the business under the sun.

And when the night falls, the shoe stalls outside the main street are opened one after another, unlike all kinds of licensed Main Street businesses, most of them are counterfeit products of international famous brand shoes.

Similar businesses are scattered in residential areas and underground warehouses near the mall.

On the evening of January 30th, reporters visited the seven or eight shoe stalls near the Anfu shopping mall in the name of micro business. The shopkeeper generously admitted that all the shoes sold in the shop were counterfeit products, and used the wording of "1:1 true label" to enthusiastically discuss the counterfeiting process with reporters.

Ah Qiang is also a member of the night walk in the Anfu counterfeit shoes market. He rented about more than 50 square meters of 10 storeys and exhibition halls on the 10 floor of a high-rise commercial and residential building near Anfu electric mall, and sent them to wholesale retailers every day.

He thought he was used to the lights at night near the electric mall, and he could not sleep until it was completely bright.

AQIANG's exhibition hall is relatively concealed, and the door is concealed.

The intermediaries hired by these businessmen, in accordance with the batch of customers who brought the goods to see the goods, fetch a few yuan deducting money, which has nothing to do with the final paction.

More locals, then they will rush to another entrance.

On the Meishan Road near Dongyuan West Road, gurgling and flowing people surround an old underground warehouse.

The warehouse is very complicated, extending to the depths.

Each digital hole has a glare of incandescent light, and dozens of square meters inside are decorated with codes, models and brands.

These goods come from different shoe factories in neighboring villages and towns, but the names of these shoe factories do not see any trace on the shoe boxes.

Late at night, after the goods were taken, many pactions started on the spot by intensive express delivery. Before the new building square of Anfu electric store, which had not yet been opened, a group of people who trotted to and sent shoes were gathered.

The shoe boxes were stacked for more than 1 meters in front of the stalls, and the tearing tape of the carton boxes overlapped.

On many express orders, the shipping address is written forged "Shanghai bonded area".

Besides packing, the courier here also has an extra job -- burn the thread of some rough imitation shoes with lighter.

There is also the sale of dog meat with sheep's heads. In the alley, the door of a big signboard with "Crispy Chicken Rice" is an overnight courier shop, and there is no food related utensils in the house.

Before leaving that evening, the reporter added a WeChat of the exhibition hall boss, the next afternoon in WeChat, with 120 yuan price and he traded a pair of "main hits Puma shoes", and proposed to let the boss express the "off-site line" when sending the express.

After a promise, the boss added 5 yuan to add an additional charge, and told us that it was very strict recently.

Then, the express waybill showed that the "Shanghai Hongqiao Cao Bao" courier had received and began to distribute.

And the geographic information related to Putian has been completely erased in the waybill.

On the logistics list, the shoes purchased by reporters were tampered with into Shanghai, and successfully completed the "off-site on-line".

Two days later, at midnight, the reporter came to the underground warehouse again, and received a similar reply at another brand's express booth.

A courier sent and sent to Beijing according to the requirements was sent to Shanghai on the morning of the second day. The courier track information showed that "Shanghai Beijing city was pported on the way".

In such a grand occasion, in the eyes of a strong, it is "Anfu electric mall" after "hurting the vitality".

The Anfu mall, which has gone through more than 10 years, has experienced the spontaneous development stage of individual online shops and the standard development stage after the expansion of the electricity supplier. Now it is in the stage of pformation and upgrading to encourage self created brands and create independent platforms.

Once, this is the link between the shoemaking industry and the outside world. Every night, tens of thousands of fake shoes flow from here to the market and online platform across the country.

At that time, a few main roads on the periphery of the shipment were not to be said to be battery cars, even the walkers were hard to squeeze in.

In the residential building, a well produced exhibition hall of "wave shoes" is displayed.

Industrial chain

At 2 a.m., a strong flashlight was shining on a pair of sneakers with Nike logo and a fluorescent green on his shoes.

"This shoe is forgery."

He said to the bosses who saw the goods.

A strong stall boss from several factories to stabilize the supply of goods, electricity providers and retail stores again to pick up goods, such a division of labor, "safe and economic".

Because it costs hundreds of thousands of dollars to open up a style of "shoes", and the production collaboration of factories and specialties is obviously more economical. More importantly, in recent years, more and more frequent actions have been made to change the upstream and downstream industries of the industry chain.

In order to prevent the losses caused by the "one pot" investigation, the production chain of the local family workshop was decomposed at first, and the production technology, production location and sales channel were gradually divided into different interest links.

"So everyone will earn their own part, though it will be less, but it will be safe."

Ah Qiang said.

In the mouth of many "shoe makers", there is a key place name: Xin Du Town.

Most of the fake factories choose this town, which is about 10 kilometers away from the center of Putian, and employ twenty or thirty workers in the rural factory.

These old factories in the urban fringe are the heart of the fake industrial chain.

The reporter put forward "want to go to the factory to see goods" initiative, was strongly rejected by a strong.

He laughed and said, "no single big deal is worth the risk."

There are still many hidden secrets in the industrial chain.

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In front of the overnight convenience store at 1 a.m., a subtitle on the LED screen catchs: the sending team (receiver) specializes in +10.

The reporter doubted that when he lifted the cell phone to shoot the advertisement, there was a hearty laugh behind him: "this is my advertisement."

Young people call themselves A Er, a native of Shandong. When they read a junior college, they recognized the fake shoes of Putian and felt that they could earn money lying down.

After graduation, he simply went to the market of "blue ocean".

A two said he had no alternative in this market, because he sold "integrated services", selling all the information he possessed, aiming at the crowd, especially the micro businesses.

As long as the agency fee is paid 600 yuan on the spot, he will be able to take second days to go to all the stalls for on-site teaching.

He also provides a replacement business, which charges 10 yuan for each express delivery. The service includes scissors and "off-site" logistics information that provides shipping addresses such as Hongkong and Shanghai.

A two mobile phone is drawn, and a picture of shoes stacked up like a mountain appears.

He claimed that the source of the goods came from a truly large scale local stalls. Under the high pressure of the local relevant departments, these sources of goods had been moved away from the shopping mall, and the underground storage seen by reporters in the vicinity was actually "shrimp and crabs".

"Factory - local stalls - local generation consumers", a two thinks that it has built up a whole industrial chain kingdom.

Just more than 10 minutes after he talked about "service business", his unanswered WeChat inquiry information surged to more than 500.

A two advertisement is everywhere.

At the office of the comprehensive management office of Anfu electric mall, a reporter who saw a LED screen with "subsection of Anfu old driver's apprenticeship" was swept across the two-dimensional code. The smiling face of ah two appeared on the mobile phone.

However, as an outside operator, he also admitted that it is still necessary to work hard to integrate into the "tightly guarded" circle of locals.

"A family will do more or less."

A strong said, Putian people's family to participate in the sale of fake manufacturing, is indeed a minority.

In a small shop with "shoes wholesale" at the door, some "Nike" and "Adidas" shoes with a price of only thirty or forty yuan are stacked together.

The shopkeeper lazily told people who came to the enquiry: one or two retail outlets, 1000 pairs.

When asked about logistics being able to do "off-site", he pointed to the two-dimensional code on the wall: "this is my sister's WeChat, she is responsible for logistics."

At 23:16 in the evening of February 1st, the night march of wholesalers gathered near Anfu electric mall.

Transformation Road

Not all Anfu people are willing to bear the label of selling fake shoes.

At the entrance of the mall, there is a display board of "electric goods creation base" which displays nearly 50 brands of shoes and clothing. In the vicinity of Meishan Road, which is densely built in the warehouse, a "sharing + Innovation + pformation" Anfu exchange group is posted in a prominent position.

For the Anfu mall, which has been criticized for selling holidays, it is undoubtedly the determination to come again.

In the main street of Anfu electric mall, the shopkeeper who once mixed up in the fake shoes market is now blurting out the first sentence: look, we sell our own brand.

However, some of the "independent brands" still lack the ability of R & D and innovation. They still follow the shadow of the past, and are easily confused with famous brand sneakers, such as "China NB", "fan thinking", "new branding" and "smart clover", commonly known as "edge shoes".

"200 double batch, no franchise fee, and is a legally registered trademark."

A female boss told reporters enthusiastically that she had opened dozens of franchises in small cities such as Zhejiang, Hunan and Yunnan.

A Mu, who has been mixed up for seven or eight years in Anfu, has not been able to get out of his original new brun shoes.

At the age of 30, he and a few friends spent tens of thousands of dollars to sign up an independent brand named "NEW RAMBUND". The Chinese name is "new Brennan".

He even has some indignant: "actually the new hundred shoes can be pushed up in the Chinese market, is also our Putian shoes do the high imitation merit.

A few years ago, the shoes were unknown. Since Putian people found this brand and copied it on a large scale, its color matching and style has been promoted at the price of around 100 yuan in the three or four tier cities nationwide.

A Mu's brand has no designer, and most of the styling originates from new brun.

But as an "independent brand", A Mu also tried to find a breakthrough.

"Although the style is the same, the color matching of our shoes is different from the new one, and it is also an innovation."

He stressed.

Many people who enter the shop feel that A Mu's English pronunciation of his own brand is too harsh.

A Mu will tell them that they do not know English pronunciation when they graduate from primary school.

Ah Bing, who runs a shop on the street across the street, seems to have a better understanding of the "independent brand". He has abandoned the "new brun" brand of the Putian independent brand market with the largest variety, because homogenization competition is serious.

He cast his eyes on Cage shoes, which had been selling well in the second tier cities in recent years. Considering that many of Cage's shoes had the letter "S" as the brand name, he decided to register a trademark like S.

This class of "S" has a tiny break in the middle of the sign, written in two strokes.

He even compiled an ambiguous magic realism brand story: in 1972, student Devens designed the first S logo...

"This brand, I have to do well.

2018 is the year of Cage. "

Bing said he is very cautious about his own brand, and resolutely resists future agents to sell with other brands of shoes.

The production line of mass production of "new bairin" shoes in the factory will be changed to production of Cage shoes this year.

In order to prove the strength, ah Bing warmly invited reporters and his colleagues to visit their regular factories in new town.

In the factory where the worker went to and from liberty, the production leader told reporters: the output of shoes is thousands of pairs per day.

He had several pairs of genuine Cage sneakers for his color card in his hand.

"It can be said that the cost is even higher than that of the original edition, and the material is better than them."

The production leader of the "independent brand" is holding the ticket.

The main street entrance of Anfu electric mall has its own brand logo sign.

Difficulties in the city

"Let the Chinese people be able to afford the world famous brand shoes!" this Putian people almost known as ridicule, as if also reveals the pformation dilemma of Putian city.

At the convenience store near Anfu electric mall, the reporter took a bottle of water to see the date of production. The boss joked: "don't worry, everything here is real!"

"In Putian, if you buy a pair of genuine shoes, do you really see it as a genuine product? It really becomes a fake."

Xiao Liu, a taxi driver from Henan, stepped on the brakes and looked at the 100 yuan Nike shoes that he had bought from his friends near the Anfu shopping mall.

"True" is encountering a "false" blow.

The word "real price" has become a paradox here: on the one hand, it is a complete chain of counterfeiting, but on the other hand, it is in this tight chain to find the words of conscience and morality. "Fake shoes are better than real shoes".

Wu Yue, who has been in the office for more than 10 years, has the biggest hobby of collecting all kinds of designer shoes, such as stamp collecting.

Little Wu Yue, he also has the bottom line. "If anyone gets the goods from me and sells them at a positive price, I will refuse to supply this person."

A strong pair of shoes for Putian shoes, after all, still have no bottom: Putian shoes outside the workmanship, even if done well, such as the sole of the shoe is not easy to be noticed, will still be sloppy.

According to a strong knowledge, after strict supervision, the wholesale stalls and factories of counterfeit shoes around him have been caught by at least more than 20.

However, this hidden worry soon drowned in his self mockery of "our Putian people": if the output is large, a penalty will be several million yuan. If the money is paid, a suspended period will come out, and then continue to do so, so as to make up for the fine.

Such a "dead circle" dilemma, how can an industry and even a city break?

Putian's "neighbour" Quanzhou is pforming from a brand name sports shoes processing base to a new business card made in China: the familiar names of Anta and other people are the products of Quanzhou's favorable trend.

And how can Putian find its own solution?

According to the data released by the Putian footwear industry pformation and upgrading conference last year, the footwear industry in Putian completed the scale industrial output value of 61 billion 360 million yuan in the first three quarters of 2017, accounting for 25.2% of the city's scale industrial output value.

Today, Putian is still focusing on the footwear industry as one of the ten major green industries, and has formulated some measures to speed up the pformation and upgrading of footwear industry, hoping to build 100 billion industrial clusters.

In 2016, Alibaba and local police signed a strategic cooperation agreement, using online clues to share resources accurately under the line, so as to achieve a win-win situation.

A Qiang made his own brand on Taobao, selling children's shoes, but lost more than about 500000 yuan in one year.

Recently, he applied for a new Tmall shop, or sold his own brand shoes.

In Tmall search for "retro daddy shoes", his shops are listed in the top few.

"It's easier to sell your brand than to sell it."

Ah Qiang said.

"Is it false after all? Can it be real?" at the end of the interview, the reporter recalled that he was amazed at the "fine shoe" made by the AQIANG family when he was meticulous in his work.

(a Qiang, A Mu, a two, A Bing, Xiao Wu are aliases).

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