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Putian Gang Quest: A Global Fake Shoe Manufacturing Center

2013/3/22 15:59:00 65

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"Putian Gang": false < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > sweep the world .

Around P p.m. around 7 p.m., the major express companies arrived at the high imitation sports shoe store near the Anfu District of Putian, Fujian, and began their busy day.

"send this to Beijing."

A young man with a Putian accent spoke to the courier, carrying three Nike shoe boxes.

The courier simply did not ask the specific address, wrote the address in a familiar way, wrapped it up and threw it into the car. All movements were like inertia formed over the years.

in a street less than 100 meters long, it is crowded with people who send and send articles. In less than an hour, the streets are occupied by the start of various electric cars and the cries of couriers.

The nearby stalls also benefited from these streams of people and made the business work.

Until three or four in the morning, the noisy crowds gradually dispersed, and dreamily restored the tranquility.

and during the day, the shoe shops on this street closed their doors and often opened their doors after nightfall. In the face of the unfamiliar faces of this reporter, the shopkeeper did not show the kind of "active accotion" similar to the Shanzhai mobile phone vendors in Huaqiang North of Shenzhen, and responded with a loving attitude.

< < a href= > http://sjfzxm.com/news/index_p.asp > > Putian > /a > the famous high imitation sports shoes manufacturing center. These businesses do not seem to worry about their sales.

break through defense line /p >

for the high imitation merchants, when the core technology has been grasped, the bad practice of stealing drawings has long been out of date.

a widely spread view is that 30% of Nike shoes in the world are Putian's high imitation shoes.

The selling system of sports shoes is mainly divided into counter company goods, factory shoes (so-called tail sheet), cut shoes (original factory assembled shoes) and Putian goods.

In fact, the number of so-called factory and cut shoes is not large, most of them are Putian goods.

Putian goods are divided into several grades according to their workmanship and material.

Putian can not have such a complete production of high imitation shoes and sales network, not a day.

In the early 80s of last century, as a result of its proximity to Taiwan, Putian attracted a large number of Taiwanese businessmen to set up shoe factories. Many brands of shoes were subcontracted at home and abroad, and sports brands represented by Nike became the main force.

Gradually, the footwear industry has become a pillar industry in Putian, and Putian is also known as "shoe city".

Less than P, however, local cheap raw materials and labor costs have spawned high imitation shoes.

Factory workers are bribed, and examples of smuggling of sample shoes or design drawings are everywhere.

By the middle of the 90s of last century, Putian had become the "nest" of high imitation shoes.

as a teenager who works in Nike factory, after more than 10 years of struggle, Pan Da already has a complete team of high imitation sports shoes.

Although there are less than 50 people in pat Da, as long as customers order, the fastest delivery can be delivered to customers in 4 days.

at that time, Putian's high imitation a href= "http://sjfzxm.com/news/index_c.asp" > shoes industry < /a > has begun to take shape, but it has not reached the level of manufacturing technology that can almost be fake nowadays.

"At that time, Nike's technology is still very advanced, and many air cushion manufacturing processes are an insurmountable chasm for high imitation merchants."

Pan Da told this reporter.

in the view of sports shoes enthusiasts, Nike's core air cushion technology is divided into three stages: air max, zoom and shox. Air max and zoom were first published in the 90s of last century, and shox is a product of the new century, but it has become a chicken ribs because of its excellent soles, and is basically abandoned.

"but Nike's technology has not kept pace with the times. From 90s to the last century, the core technology is still the original set."

Pan Da told reporters that after entering the 2000, with the high imitation business perseveringly delve into, the simulation of Putian shoes continues to improve, gradually fame.

despite the fact that the factory has installed security measures to teeth in recent years, it is still useless.

For highly imitated businesses, the botched practice of stealing drawings has long been out of date when the core technology has been grasped.

Security, surveillance cameras, double wall and other security measures are just to wrap up the factory's name as "the magic line of defense".

P's team is now no longer reliant on the original design drawings. For many years, the team has the ability to judge the technology and materials that are adopted through Nike's preheated advertisement for shoes, and to launch the product before Nike launches new products.

, but this mode has also brought certain risks to PDA. If Nike is to modify the technology of shoes in a whim, it is possible to push Pan Da's team to the abyss.

Panda P experienced such a "life and death robbery" a few years ago.

At that time, Nike launched a running shoe, and many years of experience made it possible for Pan Da to predict that this shoe could be sold. According to the past mode, it copied the information leaked from the advertisement, and started all the factories to produce the running shoes at full speed.

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but what he did not expect was that after the broadcast of Nike's commercials, he felt that there were still some defects in the running shoes, so he made some minor changes in the sole of shoes. This change made Pan Da's investment of millions of dollars drop to the brink of bankruptcy.

The reason why P has fallen into a passive way is that besides Nike, there is another important factor -- the contract system adopted by Pat da.

to ensure the quality of high imitation shoes, you can get close to the real goods, and pat will contract his sole and vamp to two teams. One team is responsible for sole and one team is responsible for shoe upper.

In this way, responsibility can be clarified and where the problem arises, the person in charge can be found for the first time.

for his contractor, pamda should pay in advance to guarantee production. The problem of temporary modification is not the quality of production but also the problem of decision-making.

With the payment of funds and the signing of relevant legal documents, PDA can not stop production at all, but can only bear losses on its own.

"fortunately I have survived, thanks to these (Nike) has never seen such a thing in the past few years."

PDA said.

world name /p >

the United States and Russia have become the biggest export customers of the high imitation footwear industry, and the proportion of this industry's internal and external sales is about 1:1.

although Putian's imitation footwear industry has been in existence for nearly 30 years, it is in recent five or six years that it has truly become famous. More media coverage of the Alibaba's Wei Che resignation in 2011 was due to the counterfeiting activities of Putian high imitation shoes.

the high level of production technology of Putian high imitation shoes is also widely circulated in the circle of fans.

Guo Yu is the general manager of Beijing Asia new sports. Yaxin sports began in 1990 and is one of the oldest shoe shops in Beijing.

Guo Yu is a senior figure in the Beijing shoe circle. Besides selling shoes, he often "part-time" in the new store. He identifies the true and false shoes of the online users.

but Guo Yu encountered an embarrassing incident in February 2013.

Some people sell a lot of "bubble spray" which is much lower than the market price, which is sold by Nike.

Guo Yu suddenly became suspicious. After all, the price of this shoe on the Internet has been fired up to the selling price, but the shoe can not see any problems in the workmanship.

Careful Guo Yu still compares carefully after taking real shoes to discover, this is a pair of high imitation shoes.

relative to the category of "low technology content" such as board shoes and running shoes, the technical content of basketball shoes is relatively high, and the manufacturing process is also very complicated. It can imitate fake basketball shoes that can be fake, proving that the manufacturing technology of Putian is very mature.

"For me, the price of basketball shoes is much higher than that of running shoes, almost double the price."

PDA said.

"you have to believe in our abilities. Now many of the owners of the stores also come to us for goods."

PDA said that with the current increase in the cost of physical store operations, the sale of genuine shoes is hard to guarantee the revenue of exclusive stores, and can only be mixed with high imitation shoes to increase profits.

In Putian, the price of a pair of Nike's top running shoes is only 150 yuan, while the price in the exclusive store is over 1000 yuan.

Some sales strategies of brand P also made some physical stores awkward. They were tired of cleaning up inventory products for brands all year round, but the bestsellers were few.

Gao Qiang is an agent of Nike. He thinks Nike is very good at starving marketing, and it is very accurate to grasp the rhythm of the market.

Nike's strategy for offering AJ shoes is hunger marketing.

"For example, there are only a small number of physical stores in Beijing. When AJ11 black red is on sale, it is known that there are only 4 terminal stores in the city.

Often a physical shop has only about 40 pairs of quantity, so it has to take the strategy of Yaohao.

High strength said, "for AJ shoes, Nike never allows agents to order, but in advance of the quarterly meeting, tell the dealer what kind of products they may sell, what products match colors, but shoes do not allow us to place orders. When the time is allocated, the number of Nike is the last word."

At P, Nike will control the sale of AJ shoes.

Another agent complained, "AJ11 gives us 1/10 of the Chinese market, but there is a lot of demand for Chinese consumers."

I also understand that after all, the first thing is scarce, and second no vendor can rely on one shoe to maintain long-term competitiveness. Nike also wants to guarantee the sale of other products, especially those incorporating the latest technology. "

at present, the customers of Putian high imitation footwear industry are not only from home, but the United States and Russia have become their biggest export customers. According to the insiders in Putian, the proportion of domestic and foreign sales of this industry is about 1: 1.

the prevalence of high imitation shoes in Putian has also attracted the attention of the United States.

In September 2007, the New York police seized 291699 pairs of fake Nike from Broolyn's two warehouses. China, New York and at least 6 states in the United States also launched a strike operation, using plainclothes Swat and wiretap equipment.

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The US anti counterfeiting operation opened up the whole network of trafficking: China's high imitation Nike arrived in New York, often through UPS from New York to Buffalo, Rochester, Pittsburgh, Dallas, Milwaukee, Chicago, Newark, Porta Kit, Rhode Island and Indianapolis.

An official from the immigration and customs administration said that the market value of the goods was more than 31 million dollars. "It is very difficult to confirm the source of the fake goods, the customs documents are all fake, but they may come from Putian".

derivative prosperity > /strong > /p >

the popularity of e-commerce has led to the high imitation footwear industry in Putian. Underground operators have made full use of the convenience and secrecy of e-commerce.

Reporter P reported that PDA was very proud.

In his view, the report of this internationally renowned media is an affirmation of the ability of the counterfeiting industry in Putian. The industry chain of the high imitation footwear has been shaped, the high operating costs of the entity stores and the operation strategy of the brand operators have made those high quality imitation shoes become a "rigid demand".

"shoes not only make me live a good life, but also make the city prosperous."

Pat Da told reporters that the buildings near his stalls would be completed before the Anfu District became a cemetery before becoming a high imitation shoe distributor.

in the view of Pat Da, these real estate giants such as Wang Shi and Xu Jiayin can get a share in Putian. They want to thank those who produce high imitation shoes. "Putian's real estate boom is directly promoted by us. Do you know that nearly 40% of the houses in Putian are bought or sold by us or become companies or warehouses for online pactions."

Pinto was very proud.

P > Anfu residential area is estimated to be more than 200 million yuan for one night's footwear volume. In the peak period, there are few traffic jams in the Anfu district.

What is more interesting is that there is no one to think about the slight rubbing of vehicles here because of the traffic jam, because everyone is driving the goods out, and no one will pay attention to these small friction.

In recent years, the popularity of electricity providers has contributed to the prosperity of Putian's high imitation footwear industry, or the underground operators have made full use of the convenience and privacy of e-commerce. P

generally speaking, the sale of electricity in Putian is to rent a house as an office location and find someone to build a B2B or B2C shop. One person or several people plus several computers can do business, specifically selecting the order of goods, network promotion and sales, logistics and express delivery.

in fact, the operation of high imitation shoes can be done as long as it is ready for a few days. Operators and even early stage do not need to invest in online stores and network promotion. In this respect, professional companies pack them and can wait until the operators get income.

"Taobao is much more relaxed than those of us who make factories. We earn a 10 yuan on a pair of shoes. When they turn around, the unit price comes up, and what we get is technological repetition."

PDA said.

Putian's high imitation footwear industry has become a pillar industry in the region, with nearly 200 thousand employees. Besides the basic industrial workers, most of them are engaged in e-commerce marketing.

In the vicinity of Anfu District, people often distribute leaflets such as Taobao's electricity supplier training.

People who are indirectly engaged in or benefited from the high imitation footwear industry are several times more than P, while the household registration population in Putian is only about 3 million. In digesting the local employment population, the high imitation footwear industry contributes a lot.

in order to avoid the inspection of the local industry and Commerce Department, the businesses in Anfu district are using various kinds of foreign trade shoes as signboards.

Shopkeepers do not catch cold orders for the "uninvited guest" of our correspondents. Some quality goods are often introduced by acquaintances.

Cui Hao is a seller of Putian goods on Taobao. He belongs to the typical small business and is a part of the huge online sales industry chain of Putian high imitation shoes.

The threshold for this link is very low: Cui Hao had done it in Nike's factory, and later he saw friends around Putian doing his own business, and he started to start a small business in the couple shop mode.

Cui Hao shoes are mainly AJ shoes, ranging from 200 yuan to 600 yuan.

Cui Hao insisted that the shoes sold in his shop were very expensive. The quality source was pferred to his shop after several rounds of hands: "when you take delivery, you hear a few bosses say that the factory price of shoes that are one to one and even carbon plates are 600 yuan."

Cui Hao said that his family had shops and wholesale.

As for why not directly from the factory, Cui Hao disclosed that he was doing a small business, the factory will not order for him.

"if you want to order the shoes that guarantee the quality, you need to have at least 120 pairs, otherwise we will not get the cost back."

PDA said.

brand confusion

Putian lost to Jinjiang in the last 90s to 2000 of the last century. The name of Putian shoes is "authentic fake".

ironically, nowadays the pronoun of Putian shoes is "authentic fake".

Putian can make high imitation shoes of fake international first-class brands, but it can not produce a brand that can be produced. But after another evolution in Putian, Jinjiang, Fujian, from the "shoes capital" to "brand capital", it has entered the stage of capital management.

At present, the footwear industry in Jinjiang has 12 listed companies and 26 listed backup enterprises. Anta, 361 degrees, XTEP and so on are household names. Compared with that, none of Putian's footwear industry has entered the capital market.

Putian lost to Jinjiang during the last 90s to 2000 of last century.

At that time, when Jinjiang shoe companies invested heavily in "licensing", Putian footwear enterprises still kept the third floor of the OEM. Unlike the Jinjiang municipal government's positive support for shoe industry development, Putian, which had the same size as the shoe industry, had long lacked the overall planning and guidance for the footwear industry.

apart from the lack of long-term planning, Putian's local innovation capability is not enough to support the establishment of an independent brand.

Although the technology can be infinitely close to the world's top brands, PDA has no confidence in the establishment of local brands in Putian. He believes that after nearly 10 years of exploration, Putian's high imitation footwear industry learned the technology of Nike in the 90s of last century, and then experienced this process through repeated production and processing, without any independent innovation factor.

"if Nike or Adidas are now studying the technology of innovative power, we will be totally passive. Fortunately, over the past 20 years, they have not made any real innovations."

Pan Da told this reporter.

production of high imitation shoes requires super imitation ability, while building brand requires differentiated innovation ability. Once these high imitation businessmen are hung up with the brand name < a target= "_blank" href= "//www.sjfzxm.com/" > hat "/a", the best ability to imitate can not be applied, because the intellectual property protection brought by the brand will restrict their unscrupulous plagiarism, and developing an independent core technology from scratch is not their advantage.

for price sensitive two or three line city and town customer groups, Putian high imitation shoes play the role of "price butcher".

With the popularity of Internet technology, Putian high imitation shoes can smoothly penetrate into two or three line cities and urban customer groups. Less than half of the price of exclusive stores can enable them to "enjoy" to the top brands, and "let the whole world wear up the famous brand" is a mantra of PDA and his colleagues.

"not only is the Internet, but the stores in the mainland provinces like Guizhou and Yunnan are also our most stable customers, so long as they are there, they will not worry about business."

PDA said.

although the business in recent years has been quite good, there is always a sense of crisis and entanglement in the entanglement of PDA.

On the one hand, it is the rising cost of labor and the constant loss of skilled workers; on the other hand, it is the high investment needed to make the independent brand.

PDA's business seems to have entered a crossroads.