After more than 20 years of development, Liaoning Tongerbao has developed from a "zero-resource industry" to a well-known fur base in China at home and abroad.
As an important leather and fur clothing production, processing and sales base in China, Tong Erbao occupies an important position in the domestic leather industry. Especially in recent years, Tong Erbao seized the opportunity of fur market development at home and abroad, constantly adjusted the industrial structure, vigorously upgraded the market grade, and made every effort to build a brand. The products have firmly occupied the northern market of China.
What made Tong Erbao? What is the charm of this fashionable leather capital in northern China?
Industry pidu
From the diligence and wisdom of Tong Erbao.
At the end of 1980s, the leather clothing industry in Tongerbao began to rise. Although it was only a small-scale family production mode at that time, it laid the foundation for the industry from small to large.
After that, it experienced four wave-like development processes: starting, developing, expanding and adjusting. From 1996, several people went to Guangzhou, Shenzhen and Hong Kong to commission processing, and in 2002, it grew to more than 10 households, and then it developed rapidly, doubling every year. By 2007, there were more than 550 leather garment processing enterprises in Tongerbao, among which more than half of them had an annual production and processing capacity of 654.38+100000. In 2008, the number of processing enterprises reached 650, with an annual output of 8 million pieces, making it the largest leather garment production and processing base in the north.
The formation of "Industrial Leather Capital" of Tongerbao fur has condensed the painstaking efforts and sweat of generations of Tongerbao people, and devoted their love and persistence to "the hometown of leather goods".
Build a pidu
Twenty-year strategy of leading collective
From family workshop to industrial production, from extensive management to brand management, Tong Erbao people have gone through an extraordinary road.
1989, the Party Committee and government of Tongerbao Town vacated the quadrangles where clubs and government offices worked, and set up a crude and primitive leather trading market in Tongerbao. More than 50 government officials split up and lived in three rented houses. 1990, the government invested in the construction of the first 3,600-square-meter closed leather trading hall. Since then, six leather trading halls have been organized by collectives and individuals. Since then, a large leather clothing market with high standards and full functions has been formed in Tongerbao.
In order to optimize the consumption environment, the Working Committee and Management Committee of Tongerbao Special Zone invested 5 million yuan to renovate the business hall specializing in fur clothing and fur, and added 45 boutique rooms with an area of 3,000 square meters. Now it has become a well-known fur commercial city in China and even in Northeast China. Subsequently, the government organized private enterprises to invest hundreds of millions of yuan to rebuild all the shopping malls in the area, forming a fur street with more than 3,000 stalls and a length of one kilometer.
Through the adjustment, transformation and cultivation of the fur market led by the government, the original single commodity structure has been changed, the business environment of merchants has been optimized and the market taste has been improved.
At present, Tong Erbao owns 8 modern, high-end and fashionable fur shops with 6,543,800 square meters, including Wang Ding Fur and Leather Clothing City and Tong Erbao china leather Fur and Clothing City, with more than 3,000 operators and daily transaction volume exceeding 20 million yuan. Tongerbao market has formed a good situation of pattern optimization, environmental improvement, quality service and scientific management.
Industrial chain is the sequela of market survival. In order to form a complete fur industry chain in Tongerbao, the SAR government has built a mink breeding demonstration farm, which has promoted the development of 260 mink, raccoon and fox farms in the town. The special zone has also planned a nitrate dyeing community for fur nitrate dyeing enterprises to realize standardized production and expand production scale. The emergence of aquaculture and nitrate dyeing enterprises has extended the industrial chain and initially realized the through-train of aquaculture, nitrate dyeing, processing and sales. Tong Erbao also won the title of "china leather Fur Industry Base". All these have created a "new leather capital" for Tong Erbao and laid a solid foundation for Tong Erbao's fur industry to take off.
Brand pidu
The only way for the development of Tong Erbao
In September, 2008, a delegation of the Party Working Committee of Tongerbao Special Zone participated in the International Leather Exhibition, China International Footwear Exhibition and China International Luggage, Fur and Leather Clothing Exhibition held in Shanghai New International Expo Center, together with nine enterprises and more than 500 brands of clothing in Tongerbao. This is the first time that Tong Erbao has participated in the international leather and fur clothing exhibition since he developed the characteristic clothing industry.
The government spared no expense to support enterprises to participate in the exhibition, led Tongerbao's enterprises and brands to the international stage, and displayed the elegance of Tongerbao's leather and fur local brand clothing. At the exhibition, Tongerbao people showed the world a brand-new image of "China Tongerbao, the capital of new leather goods in the world" with exquisite booth design, high-grade leather furs, exquisite processing technology and perfect clothing design.
Tong Erbao fur industry has also gone through a historical period of "imitation show". A new generation of bosses have grown from "entrepreneurial" to "innovative" entrepreneurs, and their brand awareness has improved significantly. Enterprises have gradually changed the original state of OEM or unlicensed production, and registered trademarks.
On the basis of owning its own brand, Tong Erbao is committed to building a well-known brand. Enterprises do not hesitate to hire senior designers, technicians and managers from Hong Kong and other places, and the products designed reflect the concept of the times. At the same time, actively introduce and represent well-known fur brands at home and abroad. These big brands have greatly improved the level of Tongerbao market and greatly promoted the branding process of Tongerbao leather and fur industry.
In particular, the six consecutive "Tongerbao china leather Fur Festival" was successfully held, which successfully established the image of "Tongerbao Leather Fur Brand" in the domestic and even international fur field.
Undoubtedly, "strengthening the construction of independent brands" is the only way to upgrade the fur industry of Tong Erbao.
World Xinpidu
The unremitting pursuit of Tong Erbao's people
It is the unremitting pursuit of Tong Erbao people to turn Tong Erbao into "the capital of new leather goods in the world". Facing the new crisis, challenges and opportunities in the industry, the past era of low cost, high profit and relying on quantitative growth to seek the development of the industry and enterprises has passed. What Tongerbao is facing is how to adjust the product structure, establish its own brand and seek new opportunities for industrial development.
Tong Erbao's fur industry has distinctive features and obvious advantages. Tongerbao is not only a production and processing base, but also a sales base, which promotes each other and develops together. This is because the main sales area of fur clothing in China is in the northeast, and Tong Erbao is located in the middle of Liaoning, with superior geographical position and obvious geographical advantages. Tongerbao area takes advantage of the relatively low labor force and relatively developed aquaculture industry chain to reduce the production cost of products to a certain extent and occupy the price advantage; There are hundreds of enterprises in Tongerbao town, which focus on shopping malls with scale and grade, and industrial clusters have unique advantages.
Duan Yanling, secretary of the Working Committee of Tongerbao Special Economic Zone, talked about the future planning of fur clothing and fur industry in Tongerbao, full of confidence: First, the output and output value of fur and fur clothing will increase by 20% every year, and by 20 10, the annual output of fur clothing will reach 300,000 pieces and the output value will reach 3 billion yuan; The annual output of leather packaging reaches 8 million pieces, with an output value of 4 billion yuan; Second, based on the domestic market, expand the international market and expand foreign exports; Third, continue to extend and improve the industrial chain to promote the sustainable development of the industry; Fourth, pay attention to product quality and promote the process of brand-name; Fifth, to meet the needs of fashion development, make Tong Erbao a base to lead fur fashion.
She said that the development idea of leather and fur clothing in Tongerbao is: seize the opportunity brought by the revitalization of the old industrial base in Northeast China, give full play to the advantages of regional economic clusters, fully promote the construction of leather and fur industrial concentration areas, focus on accelerating industrial restructuring and new product development, make efforts to open up international and domestic markets, comprehensively improve product quality, promote brand building, and fully build "china leather fur industrial base". After 3-5 years of development, Tongerbao will work hard.