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Jinjiang City for 15 years to build, is Jinjiang industrialization and the rapid development of industrialization 15 years. During the manufacturing phase to the Jinjiang Jinjiang create a forward, traditional industries gradually optimized, traversed a tortuous path of development, many enterprises have experienced workshop production, OEM processing of primitive accumulation, followed by the spontaneous changes in the market change, usher in the brand collective prosperity, and the formation of a strong lineup, moving to the capital markets to enhance the competitiveness of the entire region, improving the image of the whole region. Built in Jinjiang city 15 anniversary eve of the long-term concern Articles of apparel, shoes, food and other industries as its blueprint, trying to sketch out the path of industrial development in Jinjiang, to growing industries and enterprises to be inspired. Originated in the early 80s of last century, is to enter the capital market July 10 of this year, Anta Sports successfully listed in Hong Kong to become the athletic footwear industry in Jinjiang over the past decade from shoes to sports brands are upgraded, the ED also enter the capital market signal. Special step, 361 degrees, Jordan, Del listing plan benefits and other enterprises have also been put on the schedule. However, the clock back ten years, Jinjiang Star endorsement is not easy to find a billboard. “1998 years ago, the brand for footwear enterprises in Jinjiang, is an alien concept. ” A well-known company head says. Jinjiang footwear industry development can be traced back to the early 80s of last century. At that time, Jinjiang enterprises have relied on a few to a hammer, a few of scissors, a few sewing machines started to engage in less investment, technology, less demanding bead slippers, vulcanized shoes production, mainly family-owned enterprises. After 90 years of the last century, Jinjiang footwear industry began to introduce advanced production equipment, take to increase their investment, the scale expansion. At that time, subject to market change, many enterprises in Jinjiang OEM for foreign companies to earn meager profits. But imitation processing to OEM, industrial step forward. With the introduction of large-scale equipment and technological transformation, Jinjiang footwear technology and equipment level of the mid to late 90s of the last century leading position in the nation, processing capability and technical standards, product quality can meet the needs of a number of international brands, one after another, many manufacturers access to international brands to OEM (OEM) qualifications. Rapid increase in overseas orders at this time, many footwear enterprises in Jinjiang complete the primitive accumulation of capital. The 1997 Asian financial crisis in the OEM business to meet the blow. Difficult international market orders has shrunk dramatically. Seeing a lot of processing their own products, once well-known brand labels affixed immediately worth hundreds of times, an upsurge of hard to level, you realize: do not know is difficult to imitate progress; can only imitate, you become stagnant, the brand is the product生命. Changes “OEM” model is the time. Of the last century the late 90s, a brand new era, and business capacity of the rapid transformation of the original foundation for brand management. Some companies try to use the profits to subsidize the processing of produce brand-oriented operation, “walking on two legs” to reduce market and operational risks, into the “brand & processing” both of the new stage. In 1999, Anta first please Kong Linghui as spokesmen, fired the first shot into the domestic market, the brand effect of Li Xian. Since then, the shoe one after another U-turn at the domestic market, many celebrities have appeared, some 40 brands crowding together, setting off an alarm inside and outside the industry, card-making vigorous campaign. After a gradual shift from Jinjiang shoes production base development base for the brand sports shoes, brand strategy to achieve brilliant results. According to statistics, today’s domestic sports shoes market, there are about 80% of the brand comes from Jinjiang. Anta (China) Co. , Ltd. CEO Ding Zhizhong that, from 2000 onwards, footwear enterprises in Jinjiang Caidui to build our own brand, have a real understanding of large-scale movement really started making cards, but also to promote the manufacturing industry clusters gradually Jinjiang brand cluster transition. Jinjiang have emerged in dozens of national brands, to become Taiwan’s leading brand of concentrated, creating a miracle to make the development of the world’s breathtaking. So far, the sports shoe company won the 19 Chinese well-known trademarks, 9 China Top Brand and National Inspection-free Product 54, Guo Zihao brands accounting for more than half of the same industry. March 19, 2001, Jinjiang, the Chinese Academy of leather and footwear industry and other four agencies jointly named as “Chinese shoes. ” Footwear development also pushed the local shoe market’s prosperity. Jinjiang Footwear Chendai city a few kilometers long formed the “shoe street” where the raw and auxiliary materials, shoe wholesale, retail and shoes machine promotion, etc. as a whole has attracted South Korea, Italy, Australia, Argentina, China Taiwan, Hong Kong, China more than 30 countries and regions, the stock market business customers, the annual trade turnover exceeds two billion yuan. At present, a total investment of 185 million, Chen Dai Shoes Trade market to speed up construction. Build brand campaign to promote the brand sports shoes Jinjiang blowout-style expansion in China. A number of big brand enterprises in the large and medium cities across the country has over 2000 outlets. Brand store in Jinjiang sports brands to expand their market into favorable positions. Store the goods at a time when the structure is not a single sports shoes, but including sports clothing, bags, accessories and so on, all brands of sports apparel are also in high-speed growing. Xtep (China) Limited, said small water waves, the local brands have adopted a number of advantages Monopoly chain market model, there are many shops throughout the country, not only sell sports shoes, but also sell sports apparel. This is an important trend, many companies are trying to become a comprehensive sports brand. “In the long run, sports apparel than sports shoes, Quanzhou sports brand stores in the future direction of development. ” Wave Ding said that for several large brand enterprises, sports apparel and other sporting goods brands are part of a virtual business enterprises to re-create their own brand image, the future, the consumer referred to some local brands, the mind is not only sports shoes. “We should see the local sports shoes brands are moving in a comprehensive development of this important trend in the sports business, sports apparel industry, should also be a new pillar of enterprises in Quanzhou sporting goods. ” Insiders. In October 2007, Anta listed in Hong Kong soon, from another sport shoes production enterprises in Jinjiang, China Sports International Holdings Limited is also listed in Singapore. Active in the international capital markets began to shoe-making enterprises in Jinjiang presence. According to industry sources, special steps, 361 degrees, Jordan, Del-hui, elegant birds and other domestic well-known sports brands, have also developed in recent years, the timetable for listing. Jinjiang footwear brand in the sporting goods business transformation process, are taking initiatives to grafting capital markets, in order to strengthen and expand sports brand stuck to take off.