Development Trend Of Jinjiang PK Three Domestic Outdoor Footwear Enterprises

Let's take the outdoor shoes of Jinjiang and the three door assault clothing as an example to see the current situation of the production of outdoor shoes and garments in China.

They were around 2008, and began to have businesses involved in outdoor goods production, and have already had a certain basis. Jinjiang shoe enterprises have many years of experience in producing sports products, and the three embroidery industry has been well known all over the country in the 80s of last century. Both places experienced rapid development, and the annual sales of outdoor footwear industry in Jinjiang maintained an annual growth rate of around 30%. In 2012, the scale of the outdoor footwear industry was over 3 billion yuan; nearly three of the three outdoors clothing manufacturers were produced, and about 20000000 local outfits were produced in 2013, plus skin clothing, fast drying clothes and other outfits, with an annual output value of over 2 billion yuan. Now, they occupy an important position in the production of outdoor shoes and garments in China. The annual output of outdoor shoes in Jinjiang is 100 million pairs, which is the base of many domestic outdoor brands. The three door is the largest production base of Chinese outfits.

However, the rapid development has brought them similar difficulties, and these problems are also being solved.

　　 First, OEM OEM Meager profit

A few years ago, some domestic agents, after obtaining the Brand Company agency, took the sample of Brand Company and looked for processing factories in China. OEM, stable orders, guaranteed sales, and no need of high cost to support design teams, has great temptation for enterprises in the initial stage. But lack of independent brands also make them at the bottom of the industrial chain, with small profits. The price of the same two domestic processed products can be more than 5 times that of famous brands abroad.

With regard to the production of outdoor shoes and garments in China, the number of these enterprises is the largest. For example, only 40 of the three enterprises have their own brands, accounting for only 20% of the total.

Solution: create an independent brand

In this regard, the outdoor shoes in Jinjiang are in relatively better position. There are already many well-known outdoor brands in China. Although they are far from the first-line brand, their sales volume is not low, and they have entered a healthy development. In the three place, the building of independent brands is just beginning. In August this year, 7 local enterprises jointly established outdoor products Co., Ltd., unified the brand according to the unified production standards, and then handed over to the unified marketing team for packaging and promotion.

　　 Two, production process confusion quality Uneven

According to statistics, there are more than 100 enterprises or family workshops with a scale of less than 30 people in three counties, and there are about 50 enterprises or family workshops with a scale of 30 or more. The production process is also the "self governance" of each manufacturer, and the lack of the real sense of modern chemical industry, the most direct consequence is that each garment is "unique" and the quality of clothing can not be guaranteed.

Solution: industry self-regulation, production standards.

Using pipelined production instead of manual production, ensuring product quality of every process, ensuring uniform product specifications and increasing production efficiency are inevitable choices for enterprises to develop to a certain scale. In contrast, the formulation of relevant industry standards is a drastic solution.

In 2010, Jinjiang footwear enterprises began to participate in the formulation of relevant industry standards. Some large enterprises also participated in the drafting of international standards. In 2013, the three industry associations and other quality supervision departments began to formulate the first national standard of clothing industry. In this way, enterprises have unified standards in the production process, and regulatory departments also have the basis to supervise the quality of products.

　　 Three. research and development The backwardness of backwardness

Imitation is the main way for enterprises to survive. Many enterprises borrow each other's format, and make a few modifications to produce on line, so as to get short-term profits. This is the reason why they imitate each other and compete with each other to keep prices down, which makes the profits of manufacturing enterprises become thinner and thinner, and the whole industry is struggling. Moreover, professional outdoor sports require high technical strength for shoes and clothing. They not only require lightweight, suitable for sports, but also have outdoor waterproof, breathable, moisture absorption, sweat, odorant, UV protection and other functions. If the function fails to meet the requirements of outdoor sports equipment, the product will not only be unsalable, but also the brand may collapse.

Solution: large enterprises begin to take the first step.

In the future competition in the industry, the simple mode of "borrowing" is vulnerable. Only a few large enterprises in the domestic outdoor industry have R & D capability. R & D has become a bottleneck restricting the development of SMEs. This is also the reason why most domestic outdoor brands are concentrated in the mass outdoor market. However, the journey of a thousand miles begins with a single step, and those international cards have been accumulated for more than ten years and decades. From outsiders to professionals, it is important to take the first step from the public to the professional.