The "Putian Shoes" cottage may become history, and the successful registration of the collective trademark of "Putian Shoes" in China National Intellectual Property Administration marks the transformation of Putian footwear industry from "Made in Putian" to "Created in Putian", and the "Putian Shoes" cottage may become history.

"Putian Shoes" Shanzhai may become history 1 It was learned from Putian Footwear Association that the collective trademark of "Putian Shoes" was successfully registered by China National Intellectual Property Administration, which is the first collective trademark of footwear industry named after the place name of municipal administrative division in Fujian Province. The insiders believe that this marks the transformation of Putian footwear industry from "Made in Putian" to "Created in Putian".

"Putian shoes" are coming out! Then, in the face of transformation and upgrading, what are the challenges faced by Putian footwear industry? Can we smoothly move towards the "light of domestic products"?

First, the real feeling of Putian shoes: imitation of this road will not go on sooner or later.

According to public information, the footwear industry is an important pillar industry in Putian. According to statistics, as of June, 20021year, there were more than 4,200 shoe enterprises in Putian with 500,000 employees, with an output value exceeding/kloc-0.000 billion yuan and an annual output of 654.3803 million pairs of shoes, accounting for nearly/kloc-0.0% of the national output.

To tell the truth, I also bought Putian shoes when I was at school. Early Putian shoes were really shoddy. Real shoes and fake shoes can be seen at a glance, and the price is also very cheap. Thousands of shoes, one or two hundred can even be bought. But it is really uncomfortable to wear, which is very different from the genuine product. It didn't take long for it to be deformed and damaged, and the quality was worrying, so I didn't buy it again.

It's about 20 18, because I prefer the leisure shoes of the ghost burial tiger, and it costs 700 to 800 to see the genuine ones. I thought that they were not functional shoes anyway, so I bought a pair of Putian shoes to try. I found it was not that cheap, about three or four hundred. I really can't see the difference between the genuine product I bought after I got it and the one I bought before. The shoe seller said that this pair is company-level, and I didn't know their internal parts until I learned about it: currency, genuine standard, company-level, and original order.

In other words, this is the increasingly professional route of Putian shoes. At that time, I was thinking, since it is so mature and professional, why don't Putian people make their own brands?

What's more, a colleague of mine always couldn't get it out when alphafly next% was first released, so he bought a pair of Putian shoes in a fit of pique and enjoyed it very much. Everyone is worried about whether this kind of functional shoes will get hurt if they don't buy genuine ones. Later, according to his feedback:

The rebound of Putian shoes is much worse than that of genuine shoes. After running for two or three hundred kilometers, the air cushion leaked, but it was only a few hundred dollars, and he didn't care.

Then, I realized that Putian can really do anything, and it's not bad. But this sneaky mode of making money is doomed to go far, especially now that more and more attention is paid to the protection of intellectual property rights, imitation will not go on sooner or later.

Second, in my opinion, this is probably a precursor for Putian to clean up fake shoes.

Do you know what the shoe-related industries in Putian are mainly doing at present? I think everyone here may be very clear, not only you and me, but also the local authorities. Does the country know? I'm sure I know everything.

As we all know, it is illegal to manufacture and sell fake shoes, but the flow of Putian shoes in the market has never stopped. Many Putian locals go out at night, only about 3 15 a year, and may converge slightly during the Spring Festival.

However, why didn't the local authorities take tough measures to clean up all these factories? This involves a local economic problem.

Putian footwear industry can be said to be the pillar industry of Putian. If we really take one-time tough measures and catch them all, it can be said that Putian's economy has collapsed directly. It can be seen that it is unrealistic to directly take tough measures to clean up those fake factories in a short time.

However, it is always illegal to make and sell fakes. As long as it is illegal, it must not be a long-term solution. In other words, the transformation of Putian is imperative. Of course, the transformation will certainly not happen overnight, and it will take time.

Therefore, the collective trademark registration of Putian Shoes is equivalent to sending a signal to these local factories in Putian: before this, some smart people may have been slowly transforming.

What we can know is that the profits of some factories in Putian are ok at present, but it is illegal to make and sell fake goods. Many local factories feel that this matter is left unattended, so they still go their own way and do not make transformation. After all, the transformation is risky. If the transformation fails, it may turn from profit to loss.

Now that the collective trademark has been registered, it seems to me that the signal is very clear. This time may be one or two years, maybe three or five years. If some factories cling to the current profits, they may eventually fall into the net.

Third, finally, what are the challenges faced by Putian Shoes?

In essence, shoes and clothing are still a relatively low-tech industry with no obvious technical barriers. Although there are many researches on material science, mechanics and human body function, none of them can reach the chip level.

However, the other side of the coin, that is, shoes and clothing, requires extremely high design. Design, or art and aesthetic feeling, may not be the basis of daily life, but it is the key to the development of the soft power of the whole country. In particular, cultural influence and output are crucial to the long-term development of the country. Just look at America.

In the past few decades, China's shoes and clothing industry has been dominated by manufacturing and production. In terms of original design, both subjective will and objective ability are insufficient. For a long time, even if a brand was established, it was not really managed with good design and marketing. The former Jinjiang sports brand is a good example.

Nowadays, domestic brands have begun to wake up and gradually realize the limitations of the original model, and we have seen gratifying progress. With more and more original designs on the stage, the thinking and vision of shoe research and development have been broadened, and more and more research and design resources have been invested.

In this way, the appearance and performance of domestic brands have been improved, the price range has been appropriately narrowed, the brand influence and channel construction have become better and better, and they can gradually compete with international mainstream brands, which was completely absent more than a decade ago.

Of course, there are many bottlenecks in this process, especially in design, which requires long-term artistic accumulation and development, as well as rich cultural soil, so that designers can have real room for growth.

The action of Putian Shoes is still full of expectations. When government resources are willing to support industrial upgrading and help original designs and products, it is exciting and good news for all enterprises.

In the final analysis, to withstand changes and tests, we must have excellent ability and a solid foundation. When our local products are getting better and better, consumers will naturally choose to support domestic products, even without foreign brands making mistakes.

Finally, I still want to say that I hope this matter will be carried out according to the initial intention, and there will be no problems in the end.

Last words: I hope Putian shoes can become "the light of domestic products"

It is inevitable to wait and see, but the market is changing rapidly and the industrial development is difficult. How to arrange and operate is the key to promote local original design. We are all expecting that "Putian Shoes" can get rid of imitation, truly form a powerful force in the manufacturing industry, and even become an incubator and development holy land for designers in the clothing industry.

Although it came late, I finally realized that the road of plagiarism was doomed not far away, and I chose a correct but very difficult road. The next step is the implementation level. I sincerely hope that since I have decided, I will go on unswervingly.

"Putian Shoes" shanzhai will become history. Putian, Fujian is known as "China Shoes Capital", and the footwear industry is a shining business card of Putian. At present, the output value of Putian footwear industry has exceeded 1000 billion yuan.

A few days ago, Putian footwear with an output value of 100 billion yuan ushered in good news.

According to the official account of Putian Radio WeChat, the collective trademark of Putian Shoes was successfully registered by China National Intellectual Property Administration. This is the first collective trademark of footwear industry in Fujian province, which marks the transformation of Putian footwear industry from "made in Putian" to "created in Putian", and has effectively promoted the transformation and upgrading of Putian footwear industry.

The trademark "Putian Shoes" has high hopes.

After public solicitation to the whole society, in June last year, Putian initially determined the logo and name of the collective trademark of "Putian Shoes" and applied to the China National Intellectual Property Administration Trademark Office for registration.

LOGO uses shoelaces as creative composition, and outlines the pinyin initials "P" and "T" in Putian. The figure "P" rises from the ground and "T" extends upward, which not only embodies the characteristics of shoes, but also symbolizes the determination and confidence in the transformation and upgrading of Putian footwear industry.

The registration date of this trademark is February 28, 2022, and it is valid until February 27, 2032. Approved goods/services include sports shoes, children's sports shoes, casual shoes, light rubber shoes, foot safety shoes, travel shoes, children's travel shoes, leather shoes, etc.

The relevant departments said that next, they will resolutely crack down on a few small workshops that have not created their own brands and have not applied for free use of the public brand "Putian Shoes" to counterfeit well-known brands, so as to restore the glory of Putian's "shoe capital".

Footwear is an important pillar industry in Putian. At present, there are more than 4,000 shoe enterprises in the city, employing 500,000 people, with an output value exceeding 1000 billion yuan and an annual output exceeding 65.438+0.3 billion pairs of shoes, accounting for nearly one tenth of the national output.

The industrial scale and technological level of Putian footwear industry are among the best in China. However, in the market, Putian shoes are mixed. Supporters say Putian shoes are of good quality and cheap. There are also many people who associate Putian shoes with "counterfeiting".

According to the paper, at the 3rd Digital China Construction Summit held on June 5438+ 10, 2020, Li Jianhui, then mayor of Putian City, publicly "laughed at himself": "There is an embarrassing joke. If your Nike shoes have been worn for two years, it is really Nike. If they wear it for three years, it is made in Putian. "

Hao brand dajiacheng

According to the Economic Daily, in recent years, Putian has issued a number of new policies to fully promote the shoe industry to create brands, improve quality and increase varieties, support shoe enterprises to develop new brands in sub-sectors and seize the target market; Encourage all parties to create alliance brands and register regional brands and public brands; Introduce investment companies, build a service platform, and promote Putian shoes brand professionally. From Putian high imitation shoes to "Putian good shoes", from OEM to joint brand creation, from manufacturing to creation, Putian shoes have made their own way.

Wang Dechun, secretary general of Putian Shoes Association, said that the collective trademark of Putian Shoes belongs to regional brands, and the relevant access standards are formulated by the association and endorsed by the government. Only enterprises that meet the standards in terms of product materials and prices can use this logo and use their own brands at the same time.

Previously, many shoe enterprises in Putian also tried to establish their own brands and expand e-commerce channels, but due to the late start, difficult incubation and high input cost, the effect was minimal. "With collective trademarks, enterprises don't have to fight alone, and platforms and consumers have higher trust in us." Lin Zhihong, deputy general manager of Fujian Jitu Technology Co., Ltd. said.

In Wang Dechun's view, Putian has accumulated a large number of experienced shoemakers because it has been OEM for international brands all the year round. Even if it is complicated to develop and manufacture shoes that require advanced technology, it is not difficult. Coupled with a perfect shoemaking system, the quality of shoes can be guaranteed, which is the real advantage of Putian. "The popularity is not enough, and many consumers still look at Putian shoes with colored glasses." Wang Dechun expressed the hope to reverse the negative impression of Putian shoes by good products.

It is in line with this goal that in recent years, Putian City has launched a series of effective measures to empower Putian shoe enterprises by establishing a "white list", establishing an industrial Internet platform, and increasing support for foreign trade, e-commerce, stable work, brand creation, and intelligent manufacturing. Lin, mayor of Putian City, told reporters that Putian is now vigorously exploring the shoe market segment and encouraging cooperation between shoe enterprises or between shoe enterprises and brand trademarks, super IP, planning consultation and supply chain finance. , the application of new models and new formats, the implementation of alliance creation.

Netizens' views on "Putian shoes" have also changed from "fake" to "hard quality". Many netizens expressed their support for domestic products, and some netizens said that Putian shoes were too low-key and demanded that "Mother Yang" be exposed. Some netizens even commented directly that Putian Shoes are "three young people with trademarks, creativity and quality".

Putian shoe industry has been cracking down on fakes.

Over the years, Putian has been cracking down on fakes. At the beginning of 20021,ten typical cases of trademark infringement announced by Putian Municipal Market Supervision Bureau include:

20 17 12 the former law enforcement officers of Putian administration for industry and commerce inspected the business premises of a residential area in Zhenhai street, Licheng district, Putian city, and seized on the spot 107 pairs of sports shoes with counterfeit Nike registered trademark and 12 pairs of sports shoes with counterfeit Adidas registered trademark, and extracted invoices from the computer.

After investigation, Wu Mou sold shoes at prices ranging from 260 yuan to 680 yuan through WeChat without the authorization of the trademark registrant. By the time of seizure, the sales amount in Wu Mou was more than RMB 1.6 million, which was suspected of violating the law and committing crimes. The former Putian City Administration for Industry and Commerce transferred the case to the public security department according to law. 20 19 10, Licheng district people's court sentenced Wu Mou to three years and three months in prison and fined him 8 10000 yuan.

20 19 May, in the basement of Shengli North Street, Licheng District, law enforcement officers of Putian City Market Supervision Comprehensive Administrative Law Enforcement Detachment found that the client Huang was conducting business activities and selling sports shoes in the place without obtaining a business license according to law. Huang admitted on the spot that the 563 pairs of Adidas brand sports shoes sold in his shop were fakes.

After investigation, the "Adidas" brand sports shoes sold by Huang are suspected of infringing on the exclusive right to use registered trademarks of others, and their behavior has constituted trademark infringement. Putian Municipal Market Supervision Administration ordered it to stop the infringement, confiscate the infringing goods and impose a fine of 1.6 million yuan.

On the evening of July 30, 2020, at the intersection of Strait Bank in Licheng District, the joint inspection by Putian Municipal Market Supervision Bureau and Licheng District Government found that Huang, an employee of a logistics company in Putian City, was driving a light truck and transporting shoes and bags with registered trademarks of Nike Hetu, Adidas Hetu, Jordan Graphic and Gucci.

After investigation, the parties provided transportation services knowing that they were transporting goods, helping others infringe on the exclusive right to use a registered trademark. Putian City Market Supervision Bureau ordered it to stop the infringement, confiscate the infringing goods and impose a fine of 30,000 yuan.

Despite years of efforts, it is obvious that it is not easy to tear off the label. "Putian Shoes" has a long way to go.

Not long ago, the "Special Plan for the Industrial Development of Putian City in the 14th Five-Year Plan" proposed that the brand of "Putian Good Shoes" should be launched, and it should be built as a characteristic window for China's footwear industry to go out. The trademark "Putian Shoes" is also highly anticipated. The above plan puts forward that efforts should be made to create the collective trademark of "Putian Shoes", support leading enterprises in footwear, arts and crafts and other industries to create their own brands, explore new formats and models, and create a regional brand ecosystem.

High-quality tracking and breakthrough opportunities

From "high imitation" to "genuine", Putian shoes stick to the "quality" barrier. So, how good is this track for sports shoes and sportswear?

In terms of high growth, according to Euromonitor's statistics, the market size of domestic sports shoes and clothing industry will reach 31500 million yuan in 2020, and the compound annual growth rate will remain at 13.5% from 20/kloc-0 to 2020, which is the category with the highest growth rate in the clothing sub-industry.

Although the growth rate is very fast, compared with developed countries, there is an obvious gap in the "volume-price ratio" and category penetration rate of domestic sports shoes and clothing consumption.

From the perspective of per capita consumption unit price, in 2020, the per capita consumption of sports shoes and clothing in China will be 33 US dollars, which is 1 1 times and 3.5 times that of the United States and Japan respectively.

From the perspective of category penetration (sports shoes/whole shoes), China is about 13%, which is less than half of that of developed countries.

This indicates the potential growth space of sports shoes and clothing industry in the future.

Secondly, the profit margin is high. In horizontal contrast, the profit rate of sports shoes and clothing industry is not as amazing as that of liquor industry, but it is enough to crush most industries.

Statistics show that in the past five years, the gross profit margin of several head sports brands has remained around 45%, and the net profit margin is around 10%. Domestic brand Anta performed best (the proportion of high-end brand Fila increased). In 2020, the gross profit margin will be close to 60% and the net profit margin will be close to 65,438+06%.

Third, market concentration. You know, there are no bull stocks in many seemingly huge industries, such as China's food industry, vinegar industry, women's wear and men's wear in the clothing field and so on. The fundamental reason is that the market concentration is too low.

But the sports shoes and clothing industry completely avoided this pit.

According to Euromonitor data, in 20 15-2020, the market of sports shoes and clothing in China will increase from 34.9% to 43%, and from 57.9% to 70.8%. The trend of concentration is still rising.

Finally, there are high barriers.

Sports brands are somewhat similar to liquor, and once they are made, high-end brands are hard to be replaced by latecomers. Nike and Adidas are typical examples. For half a century, the rankings of the two sides have alternated, but they have hardly fallen out of the top three positions.

This feature ensures the stability of the supply side, which is the iconic feature of a good track.

With the further penetration of sports people and the catch-up of domestic sports brands, the drama of "Putian Shoes" is still behind.

"Putian Shoes" Shanzhai may become history 3 Recently, the collective trademark of "Putian Shoes Graphics" was successfully registered in China National Intellectual Property Administration. In the graphic trademark of "Putian Shoes", a shoelace is the main body, and the initial letter "PT" of "Putian" pinyin is strung together.

"The text hasn't come down yet, and now you can use the graphic trademark." On March 3 1 day, the staff of Putian Footwear Association told Red Star Capital Bureau.

Footwear is an important pillar industry in Putian. According to official website of Putian Industry and Information Technology Bureau, as of 20 18 and 12, there are more than 4,000 shoe-making and related enterprises in Putian with more than 500,000 employees. At this point, Putian footwear industry, which has been trapped in the dilemma of "cottage shoes", is about to usher in the era of "real Putian shoes".

But if "Putian Shoes" want to become the same brand as "neighbors" Jinjiang Anta (Anta Sports 02020.HK) and Xtep (Xtep International 0 1368). HK), it may be far away.

The photo of the collective trademark registration certificate of "Putian Shoes Graphics" was provided by the Propaganda Department of Putian Municipal Committee.

The trademark "Putian Shoes Graphics" was approved, and 16 shoe enterprises were authorized.

The Red Star Capital Bureau noted that the registrant of the collective trademark of "Putian Shoes Graphics" is Putian Footwear Association, and the trademark right belongs to Putian Footwear Association.

In June last year, Putian initially determined the logo and name of the collective trademark of "Putian Shoes" and applied for registration with the China National Intellectual Property Administration Trademark Office. Recently, the collective trademark of "Putian Shoes Graphics" was successfully registered.

At present, the registered collective trademark of "Putian Shoes Graphics" is valid until February 27, 2032, and the approved goods/services include sports shoes, children's sports shoes, casual shoes, light rubber shoes, foot safety shoes, travel shoes, children's travel shoes and leather shoes.

According to public information, the trademarks of "Putian Shoes", "Putian Shoes" and another graphic trademark are still in the state of "waiting for substantive examination".

The agency applying for the collective trademark of "Putian Shoes Graphics" is Fujian Southern Trademark Office Co., Ltd., and the relevant person in charge of the company told the Red Star Capital Bureau: "(Application) is not the word" Putian Shoes "you think. At present, there are no (too many) ordinary collective trademarks with place names. "

According to Fujian Daily, Putian Brand Management Co., Ltd. is responsible for the specific operation and management of the trademark "Putian Shoes", and has authorized 16 Putian shoes enterprises to use the trademark.

Regarding the successful registration of the collective trademark of "Putian Shoes Graphics", sportswear expert Jasmine Zhang told Red Star Capital Bureau: "This practice is also worthy of recognition".

"Through industry associations and internal norms, this is of positive significance to the establishment of Putian's external image and the promotion of its own reputation. Of course, the challenge is also enormous, because there are too many small and medium-sized enterprises in Putian. They need to gradually establish a complete quality control mechanism, including how to encourage innovation. Registering a trademark is only the first step. "

There are more than 4,000 shoe-making enterprises with more than 500,000 employees.

According to public information, since the 1980s, international sports brands such as Nike and Adidas have successively set up foundries in Putian, Fujian. Since then, the footwear industry has gradually become a pillar industry in Putian City.

According to official website of Putian Industry and Information Technology Bureau, as of 20 18 and 12, there are more than 4,000 shoe-making and related enterprises in Putian with more than 500,000 employees. According to Fujian Daily, in 20021year, Putian exported 330 million pairs of shoes and boots, with a value of148.2 billion yuan.

Putian shoe industry has learned from OEM experience and accumulated production capacity, but OEM also has many restrictions: on the one hand, brands will strictly control the order quantity, and Putian shoe factory must strictly process according to the order quantity, even if it has the ability, it cannot expand production; On the other hand, the gross profit of OEM is not high. The person in charge of a shoe factory said in an interview with People's Daily that the profit rate of processing high-end shoes is 15%-20%, the middle end is 10%- 15%, and the low end is 8%- 12%.

In addition, the land and labor costs in Putian are still rising. During 1997, the financial crisis broke out and overseas orders decreased, which had a great impact on Putian shoe factory. For Putian shoe factory, which has been OEM but has no brand and design ability, "imitation" is a shortcut of "low transformation cost and huge profit".

The profit of imitation shoes is three times that of OEM.

It is difficult to build a new brand.

According to media reports, some insiders revealed that the profit of counterfeit shoes is three times that of OEM. Fake shoes made by Putian people are hard to distinguish between true and false, and the price is low. Many consumers know and buy fakes.

However, there is no future for the profiteering fake shoes industry.

Being punished or even detained for infringement is a risk that counterfeit shoe manufacturers face at any time. Even more deadly, local brands will also be strangled in the cradle-the title of "fake capital" is directly deducted by consumers in all Putian shoe factories.

Putian city has also experienced such a crisis. Since 20 10, Putian city has intensified its efforts to crack down on counterfeiting.

At the beginning of July, 2065438+00, Putian police seized 1 1 cross-border English fake websites, and seized more than two pairs of imitation Nike and Adidas Yeezy sneakers 100, as well as a small number of Chanel and LV belts, with a total case value equivalent to RMB 1000.

From 20 14 to 20 15 in May, Putian * * smashed 46 fake shoe dens 146, involving 260 million yuan, and seized fake shoes1760,000 pairs;

In 2021"315", Putian Municipal Market Supervision Bureau carried out centralized destruction activities, and more than 47,000 pairs of counterfeit finished shoes were all burned.

However, it is not easy to catch the maker of fake shoes.

On the one hand, some media reported that most fake shoes in Putian were produced by small family workshops and factories. These workshops range from a few people to dozens or even hundreds of people, and are distributed in private houses in various towns and villages in Putian City. Most of them have no business registration or business license. A family or several people buy shoemaking equipment in partnership and hire workers to produce behind closed doors.

On the other hand, the footwear industry is the pillar industry of Putian. If it is completely banned, it will not be conducive to local economic development and will also affect the employment of local citizens. According to China News Weekly, a boss said in an interview that after strict supervision, more than 20 stalls and factories around him were arrested for making fake shoes, and the boss continued to do it after being suspended. "Because I can only collect money and pay a fine in this way."

In this context, creating original brands is the only way out for Putian footwear industry.

In this regard, Putian City has vigorously implemented the brand cultivation strategy in recent years and issued a series of support policies. 2002110-July, Putian footwear industry also invested 2.5 billion yuan for technical transformation.

However, at the moment when the market is mature and the brand is saturated, it is not easy for a single enterprise to build an original well-known brand. Many shoe enterprises have also tried to establish their own brands and expand e-commerce channels, but due to the late start, difficult incubation and high input cost, the effect is minimal.

Expert: Brand development that needs to refine core values still faces great challenges.

"For example, Putian, we are a bit like Huaqiang North's electronic products. If Putian is regarded as a regional brand, it has negative assets and potential benign assets worth exploring. " On March 3rd, Kloc-0, sportswear expert Jasmine Zhang analyzed Red Star Capital Bureau.

The so-called benign assets, Jasmine Zhang believes that Putian's sports shoes industry has developed for many years, and there have even been some stories of international sports brand recognition. "He has the manufacturing ability, and he also has the innovative ability of technology application in the manufacturing process."

The Red Star Capital Bureau noticed that Li Jianhui, then mayor of Putian City, also publicly "laughed at himself" at the third Digital China Construction Summit held in June 5438 +2020 10: "There is an embarrassing joke. If your Nike shoes have been worn for two years, it is really Nike. If they wear it for three years, it is made in Putian. "

The successful registration of the collective trademark of "Putian Shoes Graphics" is not as influential as word mark, but it is also an important beginning. However, Jasmine Zhang said that the brand "Putian Shoes" faces great challenges both internally and externally if it wants to develop. Looking inward, they need to unite to form a certain volume, and gradually establish a group standard higher than the industry standard and a set of quality control mechanisms, including how to encourage innovation.

"Be prepared for a protracted war. There are only 1.0, 2.0 or even 3.0 versions of the group standard, which is actually endless. You can't make a real change from the mentality of' dealing with one order after another' or' selling imitations online is to make quick money', otherwise it will be impossible. "

Looking outward, they need to refine their core values, and then optimize their creation and tell a good brand story. "Today's consumers care about the quality of your products and whether your brand is interesting or not, so they have opportunities."

In other words, "Putian Shoes" still has a long way to go if it wants to become a brand like Anta and Xtep in Jinjiang.