Reform And Opening Up 30Th Anniversary Wenzhou Shoes And Fire Story

From Hangzhou burning fake and shoddy Wenzhou shoes, to Wenzhou shoe manufacturers to ignite the integrity of the fire, since the reform and opening up, Wenzhou footwear industry after the sense of shame, brave finally, the Phoenix Nirvana, the bath is reborn, has carried out the Wenzhou people's strong faith and courage.

In the early summer of May in Wenzhou, it was like a hot business in Wenzhou.

On both sides of the highway and on the street, advertisements for shoes of various brands have come into view from time to time, which shows that this is the Chinese shoe capital.

Like controversial Wenzhou people, the controversy over Wenzhou shoes has never stopped.

Every shoe dealer in Wenzhou will never forget the story of "fire".

This story has been accompanied by Wenzhou shoe traders for more than 20 years.

In the office of the chairman of Wenzhou Jill Da Shoes Co., Ltd., located in the Wenzhou Economic Development Zone, chairman Yu Jinhua placed the portrait of Yu Jinhua's late father Yu Ashou, founder of Jill DA and a generation of shoe king.

Every time he signs a batch of orders, Yu Jinhua looks at the portrait with deep concern. His father sacrificed his own interests to save the shoe industry in Wenzhou.

In the past 20 years, he has been humiliation with Wenzhou shoe makers.

Gilda also entered the ranks of well-known trademarks in China with 13 other shoe factories.

"It can be said that without that fire, there would be no Wenzhou shoe industry today."

Yu Jinhua said with emotion.

The first fire: the fire of shame. In the long time when the first fire had not been burned, Yu was only the owner of a family workshop shoe factory.

At the age of 12, he became an apprentice for shoemaking. He is famous for his exquisite workmanship and old age.

In the early 80s of the last century, when Yu Ashou's shoe factory slowly expanded, the shoe factories around him sprung up, accompanied by fake and shoddy leather shoes.

Yu Ashou was worried about this, and this concern was soon fulfilled.

In 1987, Hu Ping, the daughter of the former Minister of Commerce, bought a pair of new leather shoes at a shopping mall in Wuhan. After wearing the shoe sole for a day, she became a real "one day shoe".

Hu Ping, the Minister of Commerce, lost his face in front of her daughter.

In the same year, the mayor of Wenzhou received a pair of sandals from the Northeast newcomers: Wenzhou people took such inferior leather shoes, and when the mayor's face turned red?

Originally, the groom had just bought the Wenzhou leather shoes at the wedding banquet, and all the stuffed stuffed pieces were horse feed paper.

Xinhua News Agency reporter wrote the report accordingly, triggering the national commercial system began to counterfeit, Wenzhou counterfeit and shoddy shoes became a rat in the street.

A typical example is the burning of Wenzhou shoes in Wulin Square, which shocked the whole country. In August 8, 1987, the law enforcement officers of the industrial and commercial bureau in Xiacheng District of Hangzhou City burned more than 5000 pairs of poor leather shoes produced by Wenzhou in a fire in the city's Wulin Square.

After that, all over the country shouted to Wenzhou shoes.

Many city stores indicate that "our shop refuses to sell Wenzhou shoes".

The leather shoes industry in Wenzhou is at stake.

Wenzhou city Lucheng district government leaders invited Yu, hope that he can come forward to contact his colleagues, initiated the establishment of trade associations to save the footwear industry in Wenzhou.

In June 1988, the footwear association of Lucheng was founded. This is also the first nongovernmental local industry association in China.

Yu Ashou concentrated on all the shoe factories for 3 months, and co sponsored 370 shoe factory directors to make an initiative: all my shoe colleagues should take the reputation of shoe city as the emphasis.

The first member of the association to be inspected by Yu Yu is his shoe factory.

In front of his staff, he cut off all more than 100 pairs of shoes that had been posted on the wrong certificate.

After 8 years of renovation, Yu has been re elected chairman of the 4 Footwear Association.

This is also the 8 year of Wenzhou shoe industry's self reflection.

"It can be said that this fire woke up the boss of Wenzhou shoes, and woke up the leadership of the Wenzhou government."

Xie Rongfang, executive vice president and Secretary General of Wenzhou shoe leather industry association, served as secretary of Lucheng Street District, and experienced the renovation of Wenzhou shoe industry.

The slogan of "the quality of the city" is also called at this time.

Wenzhou municipal government promulgated the "implementation measures of Wenzhou city quality and market".

This is the first local rule of quality in China. It is also the earliest personal social credit file in Wenzhou.

Some shoe factory directors are impressed by this: there was a very strong implementation of the "implementation measures" at that time, that is, making fake and shoddy and incorrigible. They should not only be cancelled their business licenses, but were not allowed to be bosses in Wenzhou anymore. If the business licenses were revoked due to quality problems, the identity card numbers of the person in charge of the enterprises should be notified to the relevant departments in the city together with the photos, and they were not allowed to bid for the enterprises in Wenzhou within 5 years.

Wenzhou city set up a shoe industry quality management rectification group, set up in the footwear association, at 104 national highway toll station to set up cards, where the shoes shipped out of Wenzhou, must be covered by the footwear association rectification team's official seal.

Second fire: a fire of shame, facing all the shopping malls in the big cities of the country, Wenzhou shoe makers have to seek OEM production and fake cooperation.

When the fire broke out in Hangzhou in 1987, Wang Zhentao, chairman of AOKANG group, was selling shoes in Wuhan. At that time, he did not have his own shoe factory.

After the fire incident, all the leather shoes produced in Wuhan on the market in Wenzhou were all confiscated, including his about 200000 yuan cargo.

At that time, Wenzhou shoes were disposed of in many places.

However, the fire also burned Wang Zhentao's determination to create a brand of Wenzhou shoes.

He returned to his hometown and borrowed 30 thousand yuan to open his own shoe factory and fight his own brand.

At the same time, Yu Yu, 54 years old, handed over the company to his son, Yu Jinhua. He was the president of the industry association and devoted himself to the renovation and brand creation of the footwear industry in Wenzhou.

He was the first shoe dealer in Wenzhou to open his own stores. Yu Jinhua, who was taking over at the age of 30, insisted on playing his own brand.

At that time, Yu Jinhua ran all over the country all day, killing a blood route by quality.

In 1993, Yu Jin Hua became the first entrepreneur who dares to play leather shoes in Wenzhou in CCTV advertising, which shocked the whole industry.

At that time, the OEM production of Guangzhou and Shanghai cards became popular in Wenzhou footwear industry.

The surviving or newly built shoe factories in Wenzhou began to develop shoe technology.

In 1990, Zheng Xiukang, the founder of Kangnai shoes, bought the first stretch line in the history of shoemaking in Wenzhou for 1 million 200 thousand yuan.

Zheng Xiukang spent hundreds of yuan in second years. He asked the advertising company to design the "Kangnai" logo, and now the trademark of the head and chest is already well-known.

Then, a large number of Wenzhou shoes have their own brands -- Kangnai, Dongyi, Huangkang and so on.

By 1999, a number of well-known shoe manufacturers at home and abroad have sprung up in Wenzhou.

Wenzhou shoes are once again famous.

In 1998, Kangnai, AOKANG and Jill 3 brands of Wenzhou leather shoes won the trophy of "China's ten real leather shoes".

10 real leather shoes kings in China were brought to Wenzhou by 3.

Unexpectedly, Wenzhou shoe traders unexpectedly came up with fake Wenzhou shoes in the market. AOKANG Group employees found that the production of fake AOKANG shoes had become large-scale in Shandong Gaomi.

The fake Wenzhou shoes are now counterfeited by others, and Wenzhou shoe makers are both happy and worried.

In order to defend its brand image, Wenzhou's famous shoe enterprises spontaneously set up a "crackdown" office.

This is the first time footwear vendors in Wenzhou feel the importance of protecting intellectual property rights.

In December 15, 1999, Wang Zhentao, chairman of AOKANG group and then vice mayor of Wenzhou, and so on, set off a big fire in Hangzhou. The more than 2000 brands of counterfeit AOKANG shoes and tens of thousands of trademarks were turned into ashes in a big fire.

"Economic Daily" on the second day of the "news for the name of Wenzhou shoes" news reports, said: "12 years ago, a fire, Wenzhou people's inferior shoes; after 12 years of fire, Wenzhou people burn fake shoes of Wenzhou shoes."

After more than 10 years of hard work, the Wenzhou footwear industry has finally gained recognition from the market and the industry. It has embarked on the road of famous brand development, and has emerged nearly 100 Wenzhou famous shoe brands such as Kangnai, AOKANG, Dongyi, julda, red dragonfly, spider king, Japanese Thai, Australian Lun, gull king and giant day.

In September 2001, China Light Industry Federation and China Brand Association awarded Wenzhou the title of "China Shoes Capital".

Third: Fire: monopoly is the first step for Chinese enterprises to go abroad.

And Wenzhou shoe makers first came out of the country.

As early as 1993, Jill began to make foreign trade shoes.

"At that time, foreign trade was mainly done through Russian middlemen, but it was restricted by people."

Yu Jinhua said.

In 1997, in the competition with Russian middlemen, Yu Jinhua took the plunge and resolutely pulled away. Although he lost 5 million yuan, he gained the initiative in foreign markets after that.

Nowadays, the annual sales volume of the company accounts for half of the total foreign trade.

It has been reported that after the civil war in Yugoslavia, the first group to enter the Yugoslavia region was not a United Nations peacekeepers, but a group of Wenzhou businessmen.

Similarly, the first World Cup in Seoul, South Korea (today's Seoul), was held in the South Gate market in 2002. It is also the more than 20 place in Wenzhou, and also the Wenzhou shoe manufacturer.

In January 18, 2001, Kangnai group's first overseas store opened in the nineteenth District of Paris, France. This is also the first chain store for Chinese leather shoes opened abroad.

For a while, the local media exclaimed: China wolf, be alert!

In July 19, 2006, the first overseas flagship store of Kangnai appeared in the center of Paris. It was called the "symbolic event of China's footwear brand entering the mainstream consumption circle abroad" by foreign media.

In 1999, the export market of Wenzhou shoes was 22 countries and regions. By 2006, Wenzhou shoes had exported to more than 170 countries and regions: nearly 500 million pairs of shoes exported.

A Wenzhou leader once said this: if Wenzhou people took "eat" to all parts of the world in twentieth Century (many Chinese restaurants in many countries are Wenzhou people), then Wenzhou people should wear "wear" to the rest of the world in twenty-first Century. Wenzhou shoes are playing the leading role in many important shoe market abroad.

In 2007, Wenzhou footwear exports ranked first among the 16 distinctive industries in the city.

There is a shoe wholesale Street in Elche, Spain, which is also a shoe wholesale center in Western Europe. It is known as "the first shoe city in Europe".

Nowadays, all of them are occupied by Wenzhou shoe dealers.

Xie Xie Rongfang witnessed the marketing efforts of Wenzhou shoe dealers. "They first went to the shoe store, said they had put a couple of shoes on and earned money for the store.

Then second steps to rent a fraction of the shops, third steps to rent all the shops, and finally buy all the shops.

In a few short years, Wenzhou shoes monopolized the whole Spanish market.

Cheap and cheap Wenzhou shoes, while favored by foreign consumers, are also strongly resisted by foreign counterparts, especially EU counterparts. At last, there was an outbreak of Wenzhou shoes. In the early hours of September 17, 2004, hundreds of shoe factories in Elche were unemployed, and they set fire to Wenzhou shoes worth about 8000000 yuan.

The burning of Elche is similar to that of Hangzhou in August 8, 1987, when the price is low. The difference is that the former burns inferior Wenzhou shoes and the latter is Wenzhou shoes with good quality.

Similar incidents have occurred in Russia, Italy and Nigeria in recent years.

In the face of this storm from the other side of the ocean, Wenzhou shoe traders are mostly calm.

Yu Jinhua said: "the Spanish incident is just the beginning of Chinese enterprises entering the international market competition under the background of globalization.

This is a running in period. The important thing is Wenzhou shoes.