In recent years, with the changes in the domestic and international economic situation, in Quanzhou, where the traditional manufacturing industry is developed, a number of sports shoes and apparel products have emerged Leading enterprises, and continue to show the situation of the strong always becoming strong under the “Matthew Effect”. The continuous expansion of these Quanzhou sports brands has become an important force in the field of national brands, which has greatly changed the local industrial ecology and also created new challenges and opportunities for the industrial development of local governments.
How to deal with this situation in the industry, Quanzhou has actively carried out Exploration, while encouraging enterprises to become bigger and stronger, guides leading sports enterprises to play a leading role and bring more increments to local industries.
Leading effect, achieving growth against the trend
Sports shoes and clothing brand, is a Quanzhou industry The strongest branch in the economics field.
Recently, Anta Sports, a leading company in Quanzhou sports shoes and apparel, released the 2023 First quarter operating performance. Retail sales of ANTA’s ANTA brand, Fila and all other brands have achieved positive growth.
On May 8, the reporter walked into Chidian, Jinjiang City At the Anta headquarters factory in the town, we saw that the company’s multiple sports shoe production lines for the “Hydrogen Running” series are maintaining full production.
Zhang Ruogeng from Anta’s brand department told reporters that since this year, Anta The products have maintained a booming production and sales trend, especially the “Hydrogen Running” series of products, which has opened up new space for market sales. In July 2021, astronauts wore this Anta “Hydrogen Running” series of running shoes in the space gym of the China Space Station. This running shoe was developed based on the principles of aviation ultra-light materials. While improving performance, the material density reaches a trace level, only one-fifth of feathers. It is certified as the lightest jogging shoe in the sports shoe industry.
Despite the sluggish economic environment, in the first quarter of this year, The retail sales of the Anta brand achieved mid-single-digit positive year-on-year growth. It is worth mentioning that Anta’s Fila brand changed from last year’s growth decline and achieved high single-digit positive growth year-on-year in the first quarter, providing realistic support for the group’s overall revenue performance. Other emerging brands under Anta have continued their high growth trend. In the first quarter of this year, the retail sales of all other brand products, including Descente, Colon, etc., increased by 75% to 80% year-on-year.
On April 11, another sports brand Xtep disclosed the 2023 Business operations in mainland China in the first quarter of the year. In the post-epidemic market recovery, Xtep has shown strong growth momentum. In the first quarter of this year, Xtep’s main brand retail sales increased by approximately 20% year-on-year, and the channel inventory turnover cycle was less than five months.
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Talking about the digitization of Quanzhou sports brands and the national craze, Quanzhou Zhou Shaoxiong, chairman of the Municipal Federation of Industry and Commerce, believes that Quanzhou’s traditional manufacturing industry is mostly concentrated in consumer goods for people’s livelihood, and sports brands are one of the most influential sub-sectors. These brand enterprises are sensitive to the market and have strong advantages in technological investment and cultural exploration. “National Trend + Technology” is the product of this advantage.
Big hands holding small hands, industrial agglomeration development
The head-oriented trend of sports brands has also profoundly affected Quanzhou’s industrial structure and has a profound impact on the local area. The government’s industrial policy formulation and planning have put forward higher requirements.
It is understood that in view of the head-oriented trend in the sports industry, In recent years, with the promotion of governments and departments at all levels in Quanzhou, Quanzhou’s leading sports brand companies and small and medium-sized enterprises have begun to connect production capacity, promote the “big hand and small hand” action, and guide the healthy and steady development of the industry. In this regard, Quanzhou City has gradually improved the working mechanism for collaboration between leading enterprises and small and medium-sized enterprises, strived to establish a collaborative supporting system for the development of modern industrial clusters, and promoted the cooperation between leading enterprises and small and medium-sized enterprises. Group development, collaborative development, innovative development, improve the level of industrial collaboration and supporting facilities, improve the quality of production capacity docking, and promote the development of industrial agglomeration.
Baiyi Clothing Co., Ltd. cooperates with ANTA Sports and obtains its support every year Nearly 1 million pieces of clothing orders; Jinjiang Tianshou Weaving Company and Anta Sports have docked production capacity, with new orders exceeding 100,000 pieces every year… Statistics show that last year, Quanzhou supported nearly 40 billion yuan in production capacity matching between leading sports brand companies and local small and medium-sized enterprises.
At the specific implementation level, Quanzhou actively guides small and medium-sized enterprises to follow the guidelines of leading enterprises Organize supporting production with advanced production processes and product standards, guide small and medium-sized enterprises to integrate into the supply chain of leading enterprises, and deepen collaborative supporting and specialized division of labor.
In terms of platform construction, Quanzhou relies on the small and medium-sized enterprise public service platform to build The enterprise supply and demand collaboration information docking platform publishes the product demand catalog of leading sports brand enterprises and the product promotion catalog of collaborative supporting enterprises, and opens up the operation chain where supply chain collaboration and supporting is difficult.
While guiding and creating conditions, Quanzhou City also coordinates production capacity Enterprises provide subsidies. Since this year, nearly 100 small, medium and micro enterprises have been matched with 12 leading sports companies, further improving the level of industrial collaboration and supporting facilities.
Give play to the role of “leading the small with the big” and strengthen the relationship between enterprises For technical collaboration among enterprises, Quanzhou City actively guides leading enterprises to open technical resources such as technology centers and inspection and testing equipment to cooperative supporting enterprises, driving cooperative supporting small and medium-sized enterprises to improve their technical level; it encourages leading enterprises to improve technology research and development, quality inspection and other technical cooperation systems, Export enterprise production standards and product quality standards to supporting enterprises. At the same time, we will guide enterprises in industrial clusters to cooperate to build industrial technology alliances and key industry laboratories, strengthen “industry, academia, and research” collaborative innovation with universities, scientific research institutes, and national key laboratories, and break through a number of industry key technologies and core technology and common technology, improve the technical level of industrial clusters, and accelerate the recommendation and identification of technology-based enterprises, high-tech enterprises, and innovative enterprises.
��, guide industrial cluster enterprises to cooperate to build industrial technology alliances and key industry laboratories, strengthen “industry, academia, and research” collaborative innovation with universities, scientific research institutes, and national key laboratories, and break through a number of industry key technologies, Core technologies and common technologies, improve the technical level of industrial clusters, and accelerate the recommendation and identification of technology-based enterprises, high-tech enterprises, and innovative enterprises.