Advantages of Hebei's development of traditional industrial chain

-50 samples of characteristic industrial clusters in Hebei county

Author: Wei Xin

First, the sudden new challenges brought by the national strategy.

Once the national strategy of building xiong'an new area was released, this land, including Santai Town, Anxin County, was filled with joy. However, Santai shoe industry cluster is located in the initial planning area of the new district. With the construction of xiong'an new area, northern shoes are facing a series of challenges. The planning of xiong'an new area follows the concept of "world vision, international standards, China characteristics and high-point positioning", and the development goal is "innovative development demonstration area to implement new development concepts". Innovation drive is the basic point of the development of the new district, and the leading industries will mainly focus on biopharmaceuticals, electronic technology, high-end manufacturing, internet plus and modern service industry. The shoe and clothing industry is a traditional labor-intensive industry, which is in serious conflict with the development plan of the new district, which will lead to the shrinking of the shoe and clothing supporting industry in Anxin County, and the industrial transformation and transfer is imperative.

For a mature large-scale characteristic industrial cluster, at the key historical node of its development, the huge impact and threat brought by unexpected events are obvious. When you cross the sea, you show your true colors.

Second, the development history: "Northern Shoe Capital"-the invisible champion of China footwear industry.

Santai Town, Anxin County, Hebei Province is the largest shoemaking production base in northern China. It not only introduces high technology into shoes, a traditional consumer product, but also builds a provincial famous brand and forms an industrial park. The shoes and clothing industry association of Anxin County was also established, which laid the foundation for the standardization and long-term development of the shoes and clothing industry in northern China.

The shoe-making areas in China have gradually formed a bipolar pattern: Jinjiang in the south and three in the north. The footwear industry in Anxin County, Hebei Province is mainly concentrated in Santai Town. 20 17 Before the establishment of xiong'an new area, a perfect and huge shoemaking industrial cluster had been formed. It has been nearly 40 years since 1978. After three generations of entrepreneurs, nearly 20,000 enterprises of various types emerged around 20 10. After several rounds of market reshuffle, Santai Town has more than 654.38+10,000 shoe-making enterprises, more than 2,000 shoe-making enterprises and more than 654.38+10,000 shoe-making production lines, with an annual production capacity of more than 500 million pairs and an annual output value of more than 20 billion yuan, which directly or indirectly drives more than 654.38+0.5 million employees, accounting for nearly half of the national low-end shoe market. It is precisely because of the outstanding contribution of "Northern Shoe Capital" that Santai Town was awarded "National Key Town" by the Ministry of Housing and Urban-Rural Development, the National Development and Reform Commission and the Ministry of Finance in 20 16, and it is the only famous town in xiong'an new area.

Third, industry observation: "Northern Shoe Capital" is the epitome of China manufacturing.

The current "Northern Shoe Capital" is the epitome of China manufacturing, which can be summarized as the following three fundamental characteristics.

(1) The advantage of "Northern Shoe Capital" is that it focuses on intensive cultivation in market segments.

From the earliest leather shoes, cotton shoes and other categories, "Northern Shoes Capital" has gone through nearly 20 years of market exploration. At the end of last century, "Northern Shoe Capital" seized the historical opportunity of the rapid rise of sports and leisure shoes and won the rapid development for more than ten years. Especially after the 2008 Beijing Olympic Games, Jinjiang shoe industry completed the transformation and upgrading, seized the first-and second-line brand camp in the domestic sports and leisure shoes field, and gradually withdrew from the manufacturing link in the low-end market. "Northern Shoe Capital" took advantage of this opportunity to focus on brand OEM business and self-owned brand wholesale business, and gradually established its market position. Many brands at home and abroad, such as umbro, Adi Wang, Li Ning, Double Star, Chianda, Sailiyang, Daphne, Kappa, etc. , began to transfer bulk orders to the "northern shoe capital" producing area. At the same time, the "Northern Shoe Capital" has also cultivated a number of its own brands, and a large number of famous trademarks in Hebei Province have appeared, such as Jixingyu, Yichang, Xinmaoda, Steady, One Step, Elegant, Tongtiandi and Ten Wolves.

Focusing on large categories and focusing on the intensive cultivation of the low-end "Northern Shoe Capital" has formed the unique advantages of the production area and created the "Northern Shoe Capital Model" which has made opponents feel frightened and famous all over the world. Product depth and diversification; Marketing is extensive and the market is international. Running shoes, hiking shoes, traveling shoes and other sports shoes, skateboarding shoes, snow boots, fashion shoes and other leisure shoes, the products cover the urban and rural markets in China, and are exported to overseas markets such as Russia, South Africa, South Korea and Hungary.

(2) The competitiveness of "Northern Shoe Capital" comes from the high efficiency of the whole industrial chain.

Competitiveness comes from the high efficiency of the whole industrial chain. The production of a pair of shoes that meet the quality standards is inseparable from the hard work of more than 100 enterprises. And a pair of shoes, from raw materials to finished products, to timely delivery to consumers, are inseparable from the efficient cooperation of the entire industrial chain.

More importantly, this process is completed in the cruel market competition, which is a dynamic competition that must be based on periodic changes in the marketing environment. From insight into consumer demand, to the formation of product planning concepts and creative solutions, to the completion of sample development, to channel order acquisition, to mass production organization, to land, sea and air logistics distribution, to multi-terminal channel distribution. From consumer insight to consumer recognition, from concept products to experiments, from samples to products, from commodities to brands, the complexity is no less than that of any "Red Sea" market in a fully competitive field.

"Northern Shoe Capital" has locked in the pyramid bottom market with the largest base, and the bottom market often has a low threshold and the competition is particularly fierce. "Differentiation, all-factor, low cost and high efficiency", "Northern Shoe Capital" has formed the most complete and efficient shoemaking industrial chain in China after more than 40 years of industry precipitation, and has also become an incubator, treasure keeper and ballast stone for the survival and development of "Northern Shoe Capital".

(3) The lifeline of the "northern shoe capital" exists in its own ecological circle.

The present situation of "Northern Shoe Capital" is the industrial format of manufacturing base, professional production areas, the survival of the whole industrial chain, the competition of benchmarking supply chain, the competition of cost performance, quick response, factor cost and factor efficiency. This is the ecological status quo of the existing format of "Northern Shoes Capital".

Focus on market segments and intensive cultivation to form the existing advantages of "northern shoe capital"; Adhere to the entrepreneurial spirit, do it yourself, and build the historical survival foundation of "northern shoe capital"; The efficient operation of the whole industrial chain highlights the primary competitiveness of the industrial cluster of "Northern Shoe Capital". The self-contained ecological circle supports the vitality lifeline of the low-level survival and development of the "Northern Shoes Capital".

In Santai, every enterprise form, including tens of thousands of small workshops, is a huge cell to ensure the vitality of "Northern Shoes Capital".

Fourth, industrial transfer: "northern shoe capital" turns challenges into opportunities.

"Northern Shoe Capital" is at the key historical node of transformation and upgrading. Dialectically, industrial transfer is both a historical challenge and a historical opportunity. Either from "local snake" to dragon, let me fly from now on; Either they are still struggling on the ground, or even degenerate into "earthworms" and let others trample on them. Among them, the transition from the origin brand to the full value chain brand is also the "northern shoe capital" of do or die.

When the "northern shoe capital" encounters the national strategy, industrial transfer is the inevitable way. It is an industrial transfer, a life-and-death transfer, not a simple copy, but a break into a butterfly.

Industrial transfer should be viewed from four levels.

First, regarding the industrial transfer of "Northern Shoe Capital", we should achieve "three musts": to achieve safe transfer, healthy survival and innovation and upgrading. The stock market is the foundation of survival, a cash cow, a material condition for transformation and upgrading, and a core component of future competitiveness. We should not only make the stock market lose money, but also maintain the original industrial competitiveness. This kind of industrial transfer is not only the relocation of enterprises, or the relocation of industrial chain, but also the reconstruction of ecological circle. In order to make the industry transfer safely, survive healthily and realize innovation and development, we must take the initiative to transfer, hold a group transfer, transfer specialties, and continue the industry to realize phoenix nirvana.

Secondly, regarding the location of the destination, we must conform to three basic principles: once we land, we will take root and live a better life.

Thirdly, the construction of new industrial cluster ecosystem should follow three basic requirements: low cost, high efficiency and innovative hinterland.

Fourthly, regarding the industrial transfer of "northern shoe capital", we should understand its two essences: industrial transfer is actually industrial upgrading; It is industrial transfer, in fact, it is capacity transfer.

Facing the challenge of industrial transformation and transfer brought by the establishment of xiong'an new area, Anxin Shoes and Clothing Industry Association is committed to playing the role of connecting government and enterprises, integrating resources from all walks of life, gathering forces from all walks of life, accelerating the transformation and upgrading of the shoes and clothing industry, and planning the shoes and clothing new city project. Adhering to the concept of mutual trust, mutual benefit and sincere cooperation, we reached a strategic cooperation agreement with local governments to support and serve Xiong 'an construction, promote the integration of shoes and clothing materials resources, accelerate the transformation and upgrading of shoes and clothing materials, and strive to build a demonstration project of industrial transfer in xiong'an new area.

■ Transferred to Gaoyi County

In 20 17, the development goal of "building a new Gaoyi" in Gaoyi County of Shijiazhuang reached a decisive stage, the industrial and economic development advanced to the stage of optimization and upgrading, and the urbanization development also reached the threshold of further deepening and exploring new development models.

At the same time, the project team of Anxin Shoes, Clothing and Footwear Association believes that the best solution is to build a shoe-featured town based on the three major shoe-making producing areas, complete the overall relocation of the industrial chain, realize the reconstruction of the northern shoe capital stock in different places, and simultaneously complete the industrial transformation and upgrading, so as to realize the innovative development of the northern shoe capital incremental disk.

In this context, Anxin County Shoes, Clothing and Footwear Association listed Gaoyi County as an industrial transfer destination, and completed the investigation of Gaoyi County. In the end, Gaoyi stands out in terms of relocation distance, preferential policies, available land resources, business environment and human environment. Gaoyi County plans to have 20,000 mu of provincial industrial park, which has completed nine connections and one leveling, and has the ability to undertake the whole industrial cluster as a whole.

On August 2017 14, Anxin Footwear Association led business representatives and think tank experts to inspect Gaoyi County, Shijiazhuang City, Hebei Province. On August 25th, Anxin Footwear Association officially signed a contract with Gaoyi County People's Government, and "Northern Shoe Capital" officially took Gaoyi as its capital.

■ Transfer to Dingzhou

On May 3rd, 20 18, China Construction Sixth Engineering Bureau Co., Ltd., China Construction Northeast Design and Research Institute Co., Ltd. and Anxin Footwear Association signed the xiong'an new area/Footwear Transformation and Upgrading/Project Framework Agreement.

The transformation and upgrading project of xiong'an new area's shoemaking industry will cover an area of about 1 10,000 mu in Dingzhou Economic Development Zone, and a new Dingzhou Shoes and Clothing City with a total investment of about 654.38+0.2 billion will be built, including a smart production workshop, an Internet of Things warehousing and logistics center, a training school and supporting facilities for production and life.

In addition, the three parties will also set up Xiong 'an shoes and clothing industry research center project in xiong'an new area, and will set up industrial R&D center, technical college, high-end technology and product exhibition center, cultural exchange center and other product promotion facilities in the project park. After the project is completed, it will be an eco-intelligent manufacturing new city integrating production, sales, exhibition, residence and life, with complete supporting facilities.

China Construction Sixth Bureau Co., Ltd. and China Construction Northeast Design and Research Institute Co., Ltd. have rich experience in investment and construction management and advanced technology in the world, which will certainly help to further promote the development of footwear industry. China Construction Sixth Bureau will provide all-round services in construction organization, resource allocation, technical financial support and comprehensive support. , continue to participate in the construction of xiong'an new area, take "Xiongan Quality" as the standard, strive to build high-quality projects that satisfy the society, interpret the core concept of "quality assurance and value creation" with practical actions, and contribute to the implementation of the national Millennium Plan.

China Architectural Northeast Design and Research Institute will provide an overall design scheme with all elements and full life cycle for this project. Gather outstanding backbones of various professions and participate in them with the most elite strength.

Verb (abbreviation of verb) strategic measures

Step forward, gather sand in piles and turn cocoons into butterflies. From a production area of 20 billion to a brand matrix of10 billion, the future can be expected.

(A) to retain the foundation of brand retention

According to the strategic understanding reached between Anxin Footwear Association and the people's government of the industrial relocation destination, all parties will carry out in-depth industrial research, scientific industrial planning and professional construction of production cities, and strive to bring the production functions of the three major shoe capitals in Anxin County, xiong'an new area to the local area, complete the transfer of production areas and realize the reconstruction of the stock of the "Northern Shoes Capital" in different places.

At the same time, we are committed to improving more industrial functions such as transaction distribution, cultural exchange, technological innovation, brand incubation, standard setting, industry training, etc., improving the footwear industry chain, reconstructing the footwear ecosystem, completing industrial upgrading, and realizing the sustainable development of retaining the corporate brand of "Northern Shoes Capital" and the innovative development of incremental disk.

(2) Choose the right soil and the right road.

Under the guidance of the four-in-one planning concept of "industry, culture, tourism and community", the new Santai shoe industry town in the northern shoe capital will fundamentally change the situation of "gathering but not squeezing" the original three shoes industry.

According to the current planning, the planned area of "New Three Shoes City" exceeds 10 square kilometer, and it is estimated that 1000 enterprises will be introduced with an investment of over 50 billion yuan. The construction of the project will be carried out in three phases and is expected to be completed in about five years. After the project is completed, it will become the largest demonstration area of innovative production and sales of sports and leisure shoes in northern China. The project planning includes four functional sectors: management wisdom center, modern industrial cluster, modern commercial cluster and comprehensive supporting cluster, including nearly 100 construction projects such as modern industrial workshop, warehousing and logistics, shoes and clothing collection, brand block, e-commerce tribe, dual-innovation base, solid waste power generation and shoes and shoes culture museum. , accurate positioning, scientific planning, complete functions and reasonable layout. After all the projects are put into production, the annual production capacity will exceed 654.38 billion pairs, the annual output value will exceed 654.38 billion yuan, and more than 200,000 people will be employed.

(3) Reproduction and reproduction

Introducing "characteristic town strategy" to realize industrial transfer. As the latest form of industrialization and urbanization, characteristic towns represent the advanced civilization achievements of human development, which should be strongly encouraged from the perspective of China's economic transformation under the new normal and the current national policy arrangements. Industrial characteristics, urban theme, operation branding, high-standard planning, system building, professional management, brand re-creation in producing areas and retail brand incubation are realized simultaneously.

With mature industrial support, systematic cultural exploration, tourism standards of 3A-level scenic spots and perfect community facilities, an international shoe city comparable to the German Mercedes-Benz automobile town is ready to emerge. From an existing traditional town to an all-round leading international shoe city, it is the first choice for the industrial transfer of "Northern Shoes Capital".