é—½ Consolidate the position of global footwear production base

In recent years, Fujian footwear enterprises have changed their export growth methods and implemented strategies such as “going global”, technology leadership, and brand promotion to further consolidate their status as global footwear production bases. In the first 11 months, footwear exports ranked third in the total value of foreign trade in Fujian province rose in a contrarian fashion, with exports reaching US$4.778 billion, up 2.6% year-on-year.

According to reports, there are more than 4,000 footwear manufacturers in Fujian Province, and there are nearly 1200 enterprises above designated size with more than one million employees. Among them, the output of sports shoes ranks first in the country, accounting for one third of the country and one fifth of the world.

Faced with the impact of the shrinking international market demand last year, Fujian footwear companies have been facing difficulties and actively expanding exports. First, Baotou went abroad to participate in the exhibition and changed its “passive orders” to “actively seek orders”. Recently, 115 international famous brand enterprises in Fujian Province have adopted the HKTDC’s over 40 offices around the world and over 230 exhibitions held or participated in by the HKTDC to focus on the Fujian regional footwear brand, greatly increasing the rate of foreign trade orders and Success rate. The second is to carry out joint cooperation in the name of “created in Fujian” to establish overseas shoemaking bases in non-anti-dumping countries, establish a sound sales network, and diversify export risks. At present, more than 50 shoe companies have established production and marketing alliances with internationally renowned brands. Well-known shoe companies also set up branches or set up bases overseas. The third is to participate in the process of economic globalization and accelerate the pace of internationalization of enterprises. Fujian shoe companies are frequently listed overseas, and by the end of November this year, they have accumulated more than 10 billion yuan in international capital markets.

Creating an international brand has become a trend. On the one hand, the direct introduction of international brands. Anta has successfully acquired the world-famous sports brand FILA China Trademark and sporting goods retailing business. It has surpassed the international holding company to obtain exclusive domestic sales rights for the top ten sports brands in the United States. It will pay nearly RMB 100 million to set up 1500 in three years time. Gargoy's stores; Xtep, Peak, Fortune Bird and other companies are negotiating acquisitions or cooperation with European brands. On the other hand, we have made every effort to build our own brand. Grafting sports events has become the first choice for shoe companies to accelerate brand expansion. Peak Group has become the United States NBA, European Basketball League, CBA sponsors, or Uzbekistan, Greece and other national basketball team partners; Anta, Hongxing Erke signed a world tennis tournament and became a foreign Olympic Committee partner. In the “National Business Cards” published by the China Brand Institute, Anta and Peake are among the two footwear brands. There are currently 15 sports shoes “China Top Brand Products” in the country, and 11 in Quanzhou. The direct effect of brand building is that the unit price of footwear exports has increased substantially. The average price of footwear exports in Quanzhou has increased from 2.56 US dollars per pair in 2006 to 2.91 US dollars per pair, up 52.73%.

Independent research and development, to seize the commanding heights of science and technology. At the beginning of the year, 27 large shoe companies in Fujian province purchased more than 3,000 advanced shoemaking equipments from Germany, Italy and Japan. They used new equipment to increase product development efforts and continuously introduced high value-added products. Xtep launched the world's leading nano-silver antibacterial sports shoes, with an annual output exceeding 1.5 million pairs; Anta's independent research and development of "core technology" provides unique arch cushioning systems and elastic materials for footwear; Ruihong Footwear Company from Italy introduced "breathable membrane" to produce breathable shoes and introduced "JAKA" damping system from Taiwan to produce products with cushioning function.