"Look at people's faces, how can life get better?" When visiting OEM shoe enterprises and export agents in Putian, I often hear bosses sigh helplessly.
Putian is an important production base of sports shoes in the world, and it is also the designated production base of world famous brand shoes. World 10 footwear multinational companies have production enterprises in Putian, and internationally renowned brand sports shoes such as Nike, Puma and Adidas have processing bases in Putian. This shows that Putian, a "shoe city", has excellent shoe-making technology, otherwise how can the product quality be in line with the world's first-line brands?
Since you have excellent shoemaking skills, why can you only do OEM, but not create your own brand and find another way out?
For OEM enterprises, OEM certainly has a good side: you place an order and I produce it; You underwrite, I am worried; You make a lot of money, I make a little money, as long as you can make it. Of course, there is also a downside: if the order is reduced, the price will be reduced, and the small head will not make money. At the same time, you may need to paste books.
"It is also difficult to create your own brand!" An industry insider said that continuous investment is needed from applying for and maintaining the brand to expanding the brand, which is an unattainable thing for most small and medium-sized enterprises with small profit margins. Capital investment is on the one hand, and brand maintenance is more difficult. It is understood that a shoe company in Putian once spent a lot of money to develop new products. However, due to the slow approval of patent applications and insufficient brand management and maintenance capabilities, it was counterfeited as soon as it was listed, and all the huge investment of 50 million yuan was wasted, resulting in heavy losses. Finally, I reluctantly returned to the road of OEM.
"Difficulties are inevitable. If enterprises want to be bigger and stronger, they must have their own brands after all. " Like Cai Jinhui, chairman of Walter Company, some visionary private entrepreneurs in Putian have enhanced their brand awareness in the process of OEM, so they create brands at the same time. Now some independent brands have become well-known brands. For example, the largest professional football shoe brand in China is very famous in Europe and America, and the "Aili Ai" series shoes sell well in South America. Sandy brand shoes are strong brands in Europe and South America, while Walter brand shoes have established marketing bases in South America, West Asia and Eastern Europe.
With my own brand, I am the owner of my brand, and the development of enterprises is no longer "looking at the face", so OEM has bargaining power. Walter Company is a typical example. I am productive. As long as I have the right profit, I will help you do OEM work. Even if the order is reduced, I can enter the market through my own brand, and the output and profit will rise instead of falling.
The role of brand is obvious. OEM is a kind of "manufacturing", and self-created brand is a kind of "creation". Realizing the transformation from "manufacturing" to "creation" requires not only the efforts of enterprises themselves, but also the guidance and help of relevant government departments.
On the one hand, it is necessary to formulate preferential policies to encourage enterprises to create their own brands, actively guide and help powerful enterprises to declare their own brands, and give preferential policies to enterprises that declare their own brands in terms of land use, technology research and development, talent introduction, financing loans, brand promotion and product display. Relevant departments should put forward specific assistance programs to create an atmosphere for cultivating brand clusters.
On the other hand, vigorously rectify the market operation order and severely crack down on the manufacture and sale of counterfeit and shoddy products. Anfu Community is the largest professional wholesale market for footwear in Putian at present, and was once famous for selling "high imitation shoes". Recently, Chengxiang District of Putian City, after centralized cleaning up Anfu Community, established an online sales brand demonstration zone, introduced preferential policies to guide the construction of brand demonstration stores, encouraged online sales enterprises to create their own brands, and awarded 50,000 yuan to 200,000 yuan to enterprises newly awarded the titles of "China Famous Trademark", "China Famous Brand Product" and "Fujian Famous Trademark". The person in charge of Chengxiang District said that after rectification and guidance, this online sales community is expected to become the "Alibaba" of Putian in two or three years.
Footwear is a traditional advantageous industry in Putian. It should be the joint efforts of the local government and industry, transforming industrial advantages into brand advantages, developing from production trade to brand management industries, and realizing the leap from "manufacturing" to "creation".
Remember and adopt. Oh!