Bags / Shoes & Accessories

At present, the output value of Putian shoe industry has exceeded 100 billion yuan, but it is still at the bottom of the value chain.

Most shoe companies are mainly export OEMs, earning meager profits. How to change this unfavorable situation?

Enterprises are making great efforts, and Putian City Footwear Association is also flexing its muscles.

"Putian shoes" into a collective trademark?

On May 21st, Putian Footwear's collective trademark candidate program was released, and one selected work and two shortlisted works will be finalized by means of online voting and expert selection.

The collective trademark of Putian Shoes is a regional brand, and its logo has the three words "Putian Shoes".

Putian City Footwear Association will formulate relevant access standards, which will be endorsed by the government. Only companies that meet the standards in terms of product materials, prices, etc. can use this logo, and they can also use their own brands. In addition, the association will clarify mechanisms for product traceability and enterprise entry and exit.

In addition to regional brands, Putian City Footwear Association will also launch a public brand. The trademark is under preparation for registration, and its logo can be used by some local shoe companies that do not yet have their own brands to achieve shared, co-creation and group development.

Raising 3 billion yuan in new gameplay

At the beginning of this year, Putian City issued the "Ten Measures to Accelerate the High-quality Development of the Footwear Industry" to fully promote the footwear industry to create brands, improve quality, and increase varieties.

"Under the new situation, the footwear industry is facing new challenges in terms of brand promotion." Zhu Zijun, deputy secretary of the Putian Municipal Party Committee and executive deputy leader of the city’s leading group for combating counterfeit production and sales of the footwear industry and promoting industrial transformation and upgrading, said that Putian will cultivate new challenges. Multi-leading enterprises will form new growth points in the industry, and promote the advanced level of the industrial chain and the modernization of the industrial chain.

In addition, the Putian Industrial Innovation Fund has been established. It will raise 3 billion yuan in installments, and the first phase will raise 50 million yuan. At the same time, Putian State Investment Group and several shoe companies have jointly established Putian Shoes Brand Operation Service Co., Ltd. It is used to explore the new model of brand creation and focus on building the city-level brand of "Putian Good Shoes".