为啥消费者爱买莆田鞋？从代工到模式创新，莆田鞋业这样“行天下”｜活力中国调研行

Core Insights - The article highlights the transformation of Putian's shoe industry from OEM (Original Equipment Manufacturer) to brand innovation and business model innovation, with a significant increase in consumer preference for Putian shoes [1] Industry Overview - Putian City produces 1.6 billion pairs of shoes annually, accounting for one-third of the province's output and one-tenth of the national output [1] - The industry has developed several proprietary brands such as "Wanmi," "Yunke," "Water," "Yibaida," and "Haotongxue" [1][8] Customization and Technology - Double Chai Technology has introduced a custom shoe system that allows for personalized shoe production within 2 hours to 7 days after 3D foot measurement, with prices ranging from 500 to 1000 yuan [5] - The company claims that the traditional shoe industry's profits are heavily eroded by inventory issues, and the custom model eliminates the need for inventory [5] - Approximately 90% of the production processes are now interconnected digitally, and shoes are equipped with RFID chips for full tracking [6] Brand Development - Putian is a manufacturing base for global brands like Nike, Adidas, Skechers, and Puma, and has established a complete industrial chain involving materials, machinery, manufacturing, trade, and logistics [8][9] - The local brands are actively developing e-commerce and cross-border e-commerce models, with notable companies like "Qingchunzhijia," "Jitu Technology," and "Xinzhiya" [9] - The "Water" brand specializes in basketball shoes and has received multiple accolades, while "Wanmi" has over 200 domestic and international patents [9]