从央视广告到拼多多，晋江制造如何称霸“鞋柜”与“零食柜”

Core Insights - Jinjiang is a small city in China with a significant concentration of businesses, housing 52 listed companies and a total market value of nearly 500 billion yuan [1] - The city is known for its diverse manufacturing capabilities, producing a wide range of products including sports shoes, umbrellas, zippers, and more, with notable brands like Anta and Yake [1][2] - The success of the shoe and snack industries in Jinjiang can be attributed to a combination of suitable industrial conditions, entrepreneurial spirit, and supportive government policies [11][12] Industry Overview - Jinjiang is recognized as "China's Shoe Capital," producing one in every five pairs of sports shoes in the country, and also as "China's Umbrella Capital," with one in every three umbrellas made there [1] - The city boasts 16 national-level regional brands and has formed industrial clusters with annual outputs exceeding 300 billion yuan in footwear and apparel, over 100 billion yuan in textiles, and significant outputs in building materials and food [1][11] Entrepreneurial Dynamics - Entrepreneurs in Jinjiang have demonstrated a keen ability to identify market opportunities and pivot quickly, as seen in the founding stories of Anta and Yake [9][10] - The local workforce is characterized by a strong work ethic and adaptability, which has facilitated the transition from traditional craftsmanship to modern manufacturing [6][11] Market Strategies - Jinjiang companies have effectively utilized CCTV advertising to build brand recognition, with Anta being a pioneer in leveraging sports endorsements [13][14] - A robust distribution network has been established through exclusive regional agents, allowing for rapid national expansion while maintaining brand standards [15][18] Competitive Positioning - Jinjiang firms have adopted a strategy of industry chain integration, focusing on critical production processes while outsourcing less critical components to maintain flexibility and cost control [19] - The approach of "grabbing both ends and letting go of the middle" has been employed by snack companies to control R&D and quality while outsourcing distribution [19] Adaptation to Market Changes - Post-2010, Jinjiang companies have embraced new sales channels and platforms, adapting to the rise of e-commerce and changing consumer behaviors [20][21] - Strategies such as seeking blue ocean markets and leveraging new platforms like Pinduoduo have allowed these companies to find growth opportunities amidst fierce competition [22][30] Conclusion - The success of Jinjiang's shoe and snack industries serves as a microcosm of China's manufacturing transformation, highlighting the importance of aligning industry choices with local resources, adapting to market trends, and fostering collaborative industrial clusters [33][34] - The story of Jinjiang illustrates that traditional manufacturing can thrive through innovation and responsiveness to consumer needs, emphasizing the significance of finding suitable development paths rather than merely replicating successful models from other regions [34][35]