Exploring China's Shoe Capital: The Hometown of Anta and Special Walkers, 35 Companies Listed in 6 Years

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Exploring China's Shoe Capital: The Hometown of Anta and Special Walkers, 35 Companies Listed in 6 Years

2019-02-09 09:17:27 371 ℃

Wenxun Qinhai

Editor Wang Siyuan

1979, Lin Tuqiu, a villager in Yangdao Village, Jinjiang City, returned home to visit his relatives after years of hard work, and saw his brother failing at home. He said to Lin Tuqiu: "Don't bury his head in planting and running factories." After my brother returned to Hong Kong, he sent back a huge sum of 80,000 yuan.

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< p> Worried about the lack of money, Lin Tuqiu found some relatives and neighbors to collect money, using the "subscription" method, a share of 2,000 yuan, together with 14 shareholders. With the money from his brother, Lin Tuqiu started his business with 108,000 yuan.

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< p> See that leather shoes are very popular. Lin Tuqiu used these money to run a shoe factory and bought several sewing machines. In his dilapidated stone house, he founded the first joint-stock township enterprise in Chen Dao Town, the Yangda Shoe and Hat Factory. Lin Tuqiu's leather shoes were quickly sold and earned 80,000 yuan in the first year. By 1983, sneakers had become a hot commodity in the market. Lin Tuqiu had taken advantage of the situation. The first pair of sneakers in Jinjiang was born in Lin Tuqiu's shoe cap factory. They spread from ten to ten, and from ten to ten, so Yangdao Village entered a new era.

Lin Tuqiu did not think that after many years, its factory will become the origin of the "shoe capital of China". After Lin Tuqiu retired, his son Lin He-jie inherited his career and Yangda Shoes and Hats Factory was renamed "Alligator Wright". In 2008, Alligator Wright went public in Singapore. Since then, two listed companies have emerged in succession in Yangdacun, namely, Singaporean-listed Yeli Sports and Hong Kong-listed Feick International.

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< p> < strong > Although the bankruptcy of the three listed companies, delisting and disappearing in people's vision, the shoe industry in Jinjiang is like a spark, burning all over Jinjiang. Today, Anta, Tabu, 361 degrees, these brand-new products have taken over the clothes bowl of Yangduo Village and grown into a new force of "China Shoe Capital". < p > < p > < p > < p > < p > Alligator Wright, Yeli and Feike all started from the embryonic form of "family co-production, manual workshop", that is, "Jinjiang model". Even now, there are still two hands busy on sewing machines in the houses of Yangdao Village. It not only contributes a "Jinjiang Experience" to the whole country, but also leaves a shadow of Jinjiang in China's capital territory. < p > < p > < section > < section > < section > < section > < section > < section > < section > < p > 01 < / P > < / section > < / section > < / section > < / section > < / section > < / section > < / section > < section > < p > < strong > < p > < p > < p > Mr. Xie came to Jinjiang more than ten years ago. He repeatedly emphasized that the president of Anta was called "Ding Zhizhong", not "Ding Shizhong". Everyone in Jinjiang knows it. The announcer of Anta Museum told the city that there was no doubt that Ding Shizhong was Ding Shizhong, but in Minnan dialect, Shi and Zhi sounded the same. For a long time, Jinjiang people preferred to call him Ding Zhizhong. When he first arrived in Jinjiang, Mr. Xie worked in a hardware store. "Our boss is very familiar with Ding Zhizhong. He often eats and drinks together. He also tells us how to start a business." Ding Shizhong's story can be summed up in a few things. At 17 years old, he went to Beijing to sell shoes alone. Then he returned to his hometown to establish Anta. Later, he opened the pioneer of celebrity endorsement. Today, Anta has become the largest domestic sports brand in Jinjiang and even in China. However, few people know that Anta's predecessor is a shoe company called "seeking quality", even some senior employees of Anta do not know. In the early 1980s, Wu Huaming transferred to Jinjiang Printing Factory for plate-making design. He remembered that he had made a shoebox package for a shoe company in Chen Dao Town and printed the word "quality seeking" on the shoebox. The owner of this shoe company was Ding Hemu, the father of Ding Shizhong. After the Yangda Shoes and Hats Factory was built, the whole town of Chen Du was in full swing, including Ding and Mu Father and Son of Handao Village. In 1985, Ding founded "Quality-seeking Shoes Industry Co., Ltd." in fact, several joint shoe-making workshops mainly produce and sell "Quality-seeking" brand shoes. The company was approved and cancelled in April 2004. In 1987, Ding Shizhong, who had just graduated from junior high school, had no intention of continuing his studies. He wanted to roam Beijing. Ding Hemu opposed it. He thought that his shoe factory was just starting and needed hands. Why did he go out and take risks? Ding Shizhong retorted that foreigners came to buy things every day and could sell almost everything. Why not take the initiative to sell them?

Ding and Musongkou, and subsidized their son 10,000 yuan and 600 pairs of shoes. With these capitals, Ding Shizhong opened his Beipiao career. When selling shoes in Beijing, Ding Shizhong found that the price of brand shoes was several times higher than that of his own shoes. It was in this period that Ding Shizhong had the idea of creating his own brand. In 1991, Ding Shizhong returned to Jinjiang with 200,000 yuan earned. After consulting with his family, he officially established Anta, which was the first major event in the official history of Anta.

Anta became the designated partner of China Table Tennis Super League

The second major event was that eight years later, Anta Heavy Gold invited Kong Linghui to be the brand image spokesperson and advertised on CCTV and other major television stations. This is also Ding Shizhong's idea. Ding He-mu opposed it because of the risk. Needless to say, the later effect. Since then, Jinjiang shoe companies have followed Anta's example. CCTV-5 was once known as "Jinjiang Channel".

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< p > < strong > whether it is selling shoes in the north or inviting celebrities to speak for them, Ding Shizhong reveals the typical character of Jinjiang people - daring to take risks. "Hard work will win" is the spiritual core of Jinjiang's experience, or because of this, Jinjiang has become today's Jinjiang.


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"In fact, Jinjiang people's personality is forced out," said local historian Ni

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< p> In the late Western Jin Dynasty, the Eight Kings'Rebellion, the Five Chaotic Wars and the fierce wars in the Central Plains, the people had to move south to Nanman, mostly along the river. Jinjiang, which originated in the Daiyun Mountains in the south-central part of Fujian Province, is nameless. The Jin people moved to this area in the south to miss their homeland, so they called it Jinjiang.

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< p> From the name of Jinjiang to the pre-reform and opening-up period, Jinjiang's history of 1700 years, if summed up in one word, is poor. In 2018, after 40 years of reform and opening up, Jinjiang ranked fourth among the top 100 counties in the country, leading the county economy of Fujian for 25 years, with an estimated GDP of 222.1 billion yuan in 2018. According to incomplete statistics, there are more than 50 companies listed in 11 countries and regions in Jinjiang. An old man who was transferred to the exploration team of Jinjiang Geological Bureau in 1976 said to the city boundary that Jinjiang area was always crowded with more people and less land, and the geological conditions were bad. Because of the seawater immersion, the soil salinization was serious, so it was difficult to grow all kinds of sweet potatoes and feed a family. Due to their livelihood, a large number of Jinjiang people have to abandon agriculture and go into business.

Jinjiang City Map

Jinjiang people want to be bosses, rather than Jinjiang people want to be bosses, Jinjiang people have to be bosses. The same is true of Jinjiang in the history of

. Song Dynasty poetry said, "Quanzhou people dense valleys barren, although want to open up no land, there are vast sea in the south of the state, every year boat-building to foreign countries." Going to sea is the way out for Jinjiang people.

"It's very hard to go to sea, it's very risky, it may never return, but the profits are considerable." Guliangtu tells the city boundary.

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< p> Winter is the time to go to sea. With the monsoon, Jinjiang people drift to Southeast Asia, carrying local specialties, such as iron pots, pottery and so on. When the summer monsoon prevails next year, people in Jinjiang will bring back daily necessities, spices, tortoises, treasures and other local products. Such a deal, if you are lucky, will last a lifetime; if you are unlucky, you will find yourself in a foreign land or even buried in the sea.

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"Therefore, Jinjiang people have oceanic character, dare to fight," said Bian Liangtu. "One year I went to a special trip, their boss said that Anta asked stars to do advertising, special steps also want to do, but the cost is too high, millions of ah, the company's annual profits are not so much."

Later, Tse Tingfeng advertised in CCTV-5 that "special step" was an unusual feeling. "It's a gamble, a boldness. There is a saying in Southern Fujian that entrepreneurs need the spirit of "dare to eat it". According to Nian Liangtu, entrepreneurs need this spirit.

special step advertisement

went to sea to endow Jinjiang people with personality, which laid an ambush for the later development of Jinjiang. After going to sea, some people in Jinjiang had to stay there because of wind and waves, illness and other reasons. Others were reluctant to return to their hometown after seeing a bigger world. In short, they became overseas Chinese in Jinjiang. < p > < p > < p > < / P > < p > The end of Qing Dynasty and the beginning of Republic of China were the most overseas Chinese. After the outbreak of the Opium War, foreign commodities were dumped along the coast, and the development space of local commodity economy shrank. A large number of Jinjiang people went to sea without returning and took root in foreign countries. Due to various historical factors, foreigners and their descendants yearn for the old, but they are difficult to return to their homeland. The letters they sent to China are called "letters from overseas Chinese", and they are called "letters from overseas Chinese" in Minnan dialect. Sometimes the letter carries a sum of money. This money is the original form of "overseas remittance" in Jinjiang. After the reform and opening-up, overseas remittance is an important source of funds for private enterprises in Jinjiang. Wu Weiping, an old man who worked in Jinjiang Industrial and Commercial Bank, introduced to the city. Before the 1980s, there were not many bank deposits and very few clients who came to the bank to do business. After the 1980s, the business volume of private remittances and corporate remittances has increased dramatically. "The business hall is crowded with people, and from time to time we can see if the remittances have been paid. You can't run a factory without money!" < p > < p > < section > < section > < section > < section > < section > < section > < section > < p > 03 < / P > < / section > < / section > < / section > < / section > < / section > < / section > < / section > < P > < strong > shuffling and eliminating < / strong > < / P > < p > Jinjiang is shining today, which is transforming in the constant painful shuffling and leaving the market. From 1980 to 1986, there were a lot of family workshop factories in Yangda Village,

Lin Hejie recalled that there were more than 1000 families and 4500 factories in Yangda Village after 1990s.

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< p> relying on overseas remittances and "three-to-one supplement", almost home-run factories in Yangdao Village became prosperous all at once, most of them reached a well-off level or even higher, farmers became entrepreneurs, and Yangdao Village became a model every day.

1990-2000 was the most brilliant time in Yangdao. However, with a short period of time, profits began to concentrate on some relatively large factories in the region, such as Anta of Ding Shizhong, the special step of Ding Shuibo, 361 degrees of Dingwu, Delphi of Ding Mingliang, Jordan of Ding Guowei, etc. A large number of small and medium-sized enterprises were unsustainable and closed down one after another. Jinjiang shoe enterprises experienced shuffling for the first time.

361 degree shop

Ding"is the surname of Chen Daozhen. According to Chen Dao's Ding's genealogy, its ancestor was a businessman who came to Quanzhou during the Song and Yuan Dynasties. Like many areas in Fujian, family is an enterprise.