好博会｜“我不屑抄袭”！鞋都老板拒赚快钱，同行笑“脑子坏了”，如今月销百万

Core Viewpoint - The article emphasizes the need for innovation and differentiation in the Anxin shoe industry, highlighting the journey of Wang Zhifu, the founder of the Ohjc brand, who aims to break the cycle of homogenized competition by focusing on quality and originality rather than low-cost production [2][4][11]. Industry Overview - Anxin County is known as the largest shoe manufacturing base in northern China, with over 2,000 shoe factories and a complete industrial chain developed since the 1970s [2]. - The local shoe industry has relied heavily on OEM (Original Equipment Manufacturer) models, leading to a focus on high volume and low prices, with production costs often between 10-20 yuan [2][4]. Challenges Faced - The industry is experiencing a decline in profit margins due to increasing competition and a lack of innovation, resulting in a vicious cycle of price competition and insufficient differentiation [2][4]. - Wang Zhifu faced significant challenges, including a stock crisis after a successful launch of an original product, which was quickly imitated by competitors offering lower-priced alternatives [4][5][9]. Innovative Strategies - Wang Zhifu's strategy involves creating a mid-to-high-end running shoe priced around 100 yuan, utilizing high-quality materials and innovative designs, which contrasts sharply with the local competitors' low-cost offerings [3][7][11]. - The use of advanced technologies, such as a three-in-one carbon plate, aims to enhance performance attributes like rebound, shock absorption, and comfort [7][11]. Market Response - Initial market reception was lukewarm, but a turning point occurred when a marathon enthusiast's positive review on social media led to a surge in sales, demonstrating the power of consumer advocacy [9][10]. - The product achieved a 100% positive rating on platforms like Pinduoduo, challenging the perception of the platform as merely a low-price market [10]. Future Plans - The company plans to accelerate product development, focusing on running and badminton shoes, while gradually reducing reliance on OEM production [11]. - Wang Zhifu aims to build a recognizable personal brand and differentiate the company in the market through storytelling and value propositions [11].