Haining Leather Industry: "Big Production" Turn To Classic Brand

Here is a special market: it has more than 2800 households in the leather industry.

There is a traditional industry: like many lump economies, it started from a small workshop and experienced ups and downs. From more than 70 thousand employees, it produced an average of 3 seconds to produce a ticket holder, making an average of 48 seconds to make a group of leather leather sofa sets, with an average of 1.3 seconds to produce a fur coat. By the end of last year, nearly 1954 designers had gathered from 1000 factories. From "fur fashion, tide up Haining" to "I see the world, fashion look at me", raised the banner of fashion and innovation.

Qi Jingwei, chairman of Haining Siqi home Fur Fashion Co. Ltd., worked very hard, and received more than 10 business calls during the 20 minute interview with the reporter.

Snow leopard garment shop is making orders for leather clothing for customers.

On the Sina blog, the chairman of the Haining Leather City Co., Ltd., who has the law of "sheepskin", is very popular, and the idea of "small cities leading the big fashion" and "Rewriting the development path of leather industry in China with fashionable value added" can always cause hot comments.

At the time of the eighteenth Haining China Leather Fair, the reporter went to Haining to search for information on the Haining leather industry on the Internet. The new concept left by the law in the blog was enough for the reporter to understand the "small city" of Haining and to pursue the highland of the fashion skin.

History: 500 years of leather industry brand accumulation

Haining is located in the water network of the south of the Yangtze River. Due to mild climate and abundant rainfall, it is suitable for growing crops and adapting to grass breeding.

According to "Zhejiang wind and Wind Records", Song Gaozong went south to cross the river, and the sheep of the northern residents crossed the river. Haining gradually became the origin of Hu sheep.

The Haining County chronicles compiled during the Ming Jiajing period recorded thirty-one years in Jiajing County, where the local government ruled the handicraft industry, and the original artisans had 3 men and 68 men, 3 years old, and 855 pieces of fur.

It can be seen that the leather and fur industry of Haining has been initially formed in the Ming Jiajing period, and has been a tribute to the imperial court for nearly 500 years.

In 1926, Hu Zhenfang, a leather merchant in the town of Kashi, founded the Shuang Shan leather factory and replaced the manual operation with mechanical operation. It became the first leather manufacturing enterprise in Haining with a certain scale.

After that, the tannery industry in Haining competed and opened, including the larger "three friends skin factory".

After the founding of new China, Haining leather industry has come to a stable stage.

In 1952, after 3 years of economic recovery, Haining leather fur enterprises developed to 50. The main products are sheepskin, cowhide and fur. The products are sold to Shanghai, Hangzhou and other places besides local supply.

"Shuang Shan" leather factory's main product, "Taishan brand" Huang Huang Di leather, has gained a reputation in the market, and its production and marketing value is 148 thousand yuan.

In the 1960-1962 years of the national economic hardship and the "Cultural Revolution", the development of leather industry in Haining once again stagnated. Until the year the third Plenary Session of the 11th CPC Central Committee, the Haining Township Office, village office, joint office and individual run "four wheels" moved together, and the leather industry with the non-public economy as the main body rose rapidly.

In the 80s of last century, with the rapid development of private economy, Haining, which had no skin production, grasped the key link of leather industry, leather making technology, which took the lead in competition with other regions.

In the early 90s of last century, the leather industry was first nurtured as the leading industry in Haining, and soon formed a vigorous development atmosphere.

The first batch of brand enterprises paid the surface: Haining Bao Fu Da leather clothing factory "Bao Fu Da" brand pig top leather women's coat, Haining civil tannery leather factory "Snow Leopard" brand goat positive garment leather, snow leopard sheepskin jacket is rated as the best quality product of Zhejiang Province, Haining leather goods factory "Mu Mei" brand hog leather jacket is approved by Zhejiang quality products, snow leopard Industrial Company's "Snow Leopard" trademark has been awarded the first "Zhejiang famous trademark", Haining tannery "Butterfly" brand pigskin garment suede leather has been selected as Jiaxing's first batch of "Jiaxing famous brand product".

In 1992, there were more than 200 leather enterprises in Haining.

Compared with brand enterprises, more people in Haining just sell leather clothing to shopping malls, slow down payment and slow flow of funds.

It is inevitable to sell the whole country to buy Haining and build a professional market.

In 1993, the Haining municipal government established the Zhejiang leather garment city (the predecessor of China Leather City) in Haining's Kip Stone, with the wishes of the broad masses of producers and consumers.

In September 22, 1994, the Zhejiang leather garment city officially opened, covering an area of 31 thousand square meters. On the same day, the first National Leather Clothing Fair opened. This is the introduction of the general manager of Haining Zhejiang Snow Leopard Dress Co., Ltd., Zhu Weixiang, on how to test the quality of leather goods.

Leather enterprises have set up marketing and promotion platform, and have also taken the wings of soaring development of leather industry.

In just 3 months, the market turnover is as high as 580 million yuan.

And this set off the upsurge of Haining leather garment factory. By the end of 1995, the leather and leather enterprises registered by the industry and Commerce Department in Haining were as high as 1987.

In the past: "big production" 1.3 seconds to produce a fur coat.

However, due to the market management is not standardized, quality supervision is not strict, and so on, looking at the continuously hot leather clothing market, some enterprises have played a crooked idea: the use of inferior leather, the level of work is down.

A large number of low-quality leather clothing flooded the market, and quality problems emerged one after another. In 1997, the problem broke out in all directions. The Haining fur coat with its boundless scenery became synonymous with low quality goods.

In the winter of this year, a shopping mall in a big city even hung out such a banner: "there is no Haining fur coat in the mall."

A vicious circle of bad business has led to the collapse of a large number of enterprises in Haining.

"There is no way to live without fighting."

Since the second half of 1997, leather city has decided to pay close attention to quality, intensify quality inspection and prevent inferior products from entering the leather city.

Now, in retrospect, the director of the leather City Management Committee believes that counterfeiting is a necessity for the development of China's professional market. Many other leather markets, which are emerging at the same time as the leather city of Haining, fail to go through this.

"Quality is enhanced, and brand is also needed."

Since 1999, there has been no way to shift the focus of leather city's work to the brand: the commodities entering the leather city must have brand labels, the excellent brands advertise, the leather cities subsidize...

A series of initiatives, leather city reborn, Haining leather industry also ushered in new development peak: in 2002, the number of leather enterprises in Haining reached a record 5127, the annual industrial output value of 13 billion 150 million yuan, the leather industry total ranked first in the country, Carson, Mongolian slave, snow leopard and other leather industry leading enterprises emerged in large numbers.

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Haining dragon horse leather Co., Ltd. is a typical example of practicing brand thinking.

In 2002, leather city invested 200 million yuan to set up Haining China Leather City export processing zone to provide a broader development platform for enterprises.

This year, Li Jun, who was only 29 years old, took the baton of the dragon horse leather industry from his father.

In 2003, the "dragon horse leather industry" moved from the urban area of Haining to the export processing zone, and the enterprise area expanded by 10 times.

At the same time, Li Jun turned the products from women's clothing to high-end men's clothing which is more sought after.

The "dragon horse leather industry" opened the door of rapid growth, and the output value in 2004 has reached 15 million yuan, an increase of 6 times compared to 2002.

In 2005, the whole leather city was relocated. The new platform of leather city has injected new impetus to the development of leather industry.

According to Chagarin, deputy general manager of China Leather City, Haining, in order to create a complete value chain for production and sale of leather industry, more than 250 leather enterprises with larger scale and strength were imported into the leather city after the relocation, and a series of activities such as "Leather Fair", "Haining fashion fashion", "Beijing Hangzhou the Grande Canale Haining fashion wind" and other activities were organized, and Haining leather enterprises were organized to "go out" to enhance the popularity and influence of Haining leather.

It is based on the value chain platform built by the leather city pformation, the enterprise popularity is rising, to gain more brand added value, Li Jun started a new turn, decided to change from OEM (OEM production) to ODM (original design manufacturer).

Each year, the design team is organized to study in Europe, Japan and other places. The design ability is promoted and a large number of high-end brands have been attracted to customers.

This year, the company has registered two brands. From 2012, the company will build its own brand.

"Leading the upgrading of local enterprises' brand, only the overall upgrading of local brands can play the card of Haining China Leather City."

Leather city is committed to brand upgrading and is fully reflected in the financial crisis that followed.

In 2008, the leather industry in Haining realized output value of 12 billion 190 million yuan, down 23.4% compared with the same period last year, the first negative growth in 5 years.

However, it is in this year that leather city will invest 600 million yuan in the opposite direction, build the center of leather brand fashion, and provide an upgrading platform for leather enterprises to separate the brain from the body and operate the brand.

A series of initiatives pointed out the way forward for the pformation of troubled enterprises.

Today, the three fashion brand center of Haining leather city has attracted 72 enterprises to enter. At 9:30 on January 26, 2010, with the opening bell of the Shenzhen Stock Exchange, Haining Leather City Limited by Share Ltd became the first listed company in the domestic leather market.

Today: original achievement brand "EMU"

In March this year, Haining, which advocated original design, also set up the first national leather Designers Association.

According to the 2012 leather fur fashion trend released "lead the people", Zhang Sifeng, President of Haining leather Designers Association, at present, Haining has more than 200 designer leather enterprises, gathered nearly 1000 designers, many enterprises exclusive designers in more than 10.

In the gap of this year's leather Expo, a reporter interviewed many enterprises and found that more and more enterprises are competing for their own design and brand creation.

The most typical example is "NG" NTRL Fashion Co., Ltd.

In recent years, the unusual design of "NG", such as a dark horse, has won the major competitions. In the Haining market, it is also the most fashionable brand favored by merchants and young consumers.

His general manager, Zhu Weimin, calls himself the design director. His explanation is only designed well so that the enterprise can manage well.

In the eyes of people, the snow leopard, the top five of the nation's sales, is an old brand with a history of 27 years.

However, the reporter in the exhibition hall saw that its main business dress increased the fashion elements such as Mashup, and even designed leather summer clothing earlier than other local brands.

Zhu Weixiang, an interview with the company's general manager, was interrupted by the merchants who had been ordered at the time.

On the T stage of the fourteenth "genuine leather logo Cup" youth designer Grand Prix, the reporter was surprised at the appearance of the "ancient castle flower" leather dress that matched the shape of the figure.

Zhu Jiancheng, the designer and producer of ice field Leather Fashion Co., Ltd., said that the cortex of his dress can be thinned to a few millimeters, which can perfectly fit the figure of the wearer.

"In 2011, the leather industry was faced with many unfavorable factors such as raw materials, labor force and financing costs. Some small businesses and newly established leather enterprises had great pressure to survive.

How to upgrade the leather industry? We need to take the road of design, brand and marketing.

In September 21st, the first brand alliance of China leather industry, the China Leather City Brand Alliance club was established in Haining. 10 genuine leather clothing kings from the whole country, 5 fur coat kings and 4 genuine leather brand enterprises participated in the ceremony.

This lineup is known as "China's leather industry's annual star gathering".

To encourage famous brands to join the club, it is reported that the famous enterprises participating in the China Leather City Brand Alliance club can get the first entry certificate of Haining China Leather City five phase (leather brand living hall) and the Haining Haining leather city priority entry certificate.

According to the rule of Ren, leather city has been making efforts to build a Haining leather brand and build a national marketing network, so as to lead the upgrading of the whole industry. The establishment of a brand alliance will strengthen the cohesion of high-end brands in the industry, create opportunities for further development of China's leather industry, and create a platform for cooperation and exchanges.

After 17 years of development, the brand of Haining China Leather City has been launched, and the positive interaction between the professional market and the industrial cluster has been duplicated, regenerated and expanded nationwide.

In 2010, the Liaoyang leather city of Tong Er Bao, a total investment of 450 million yuan, was officially opened. In the first half of this year, the traffic volume of Tong Er Bao Leather City reached 700 thousand passengers.

The northeast is only a point of its layout. In its planning, Shandong, Central Plains, Beijing Tianjin, Chengdu Chongqing and other regions, each region has at least one leather city. The company should not only be the biggest and strongest industry leader, but also realize the brand export at the same time in the layout of the whole country.

Such a national expansion strategy is not only based on the domestic consumer market, but also the support of Haining's leather industry.

Ren said, "Haining Leather City, more than 160 thousand square meters of Tong Er Bao, did not spend a penny on advertising and reception costs. It only sent a message on the website. The number of operators attracted is 3 times the number of stalls. A large part of them are followers of Haining leather city brand."

With the strategic expansion of Haining China Leather City in the field, Haining leather enterprises also benefit from it.

For example, many businesses in Haining have set up a branch in "Tong Er Bao", distributing the products to the huge northern market through this convenient channel.

The "dragon horse leather industry" has been fully booked this year, with an annual output value of 200 million yuan, an increase of 70% over the same period last year.

"Although not expanding along with the leather city, the reputation of the leather city brand, customer recognition and the intensity of the business are benefiting indirectly."

Li Jun said.