Zhongxin Finance, April 8 (Reporter Song Yusheng) When you mention the word "Putian shoes", what do you think of?

　　In the impression of many people, "Putian shoes" once became synonymous with "shanzhai" and "high imitation".

However, this may be about to change.

In March this year, the collective trademark of "Putian Shoes" was approved, and original new products will be released in April.

"Putian shoes" has a trademark

　　A few days ago, the news that the collective trademark "Putian Shoes" was approved and successfully registered by the State Intellectual Property Office aroused attention.

　　It is reported that this marks the transformation of the Putian shoe industry from "Made in Putian" to "Created in Putian", which will effectively promote the accelerated transformation and upgrading of the Putian shoe industry.

Screenshot of Putian shoes Weibo

　　Not only that, but "Putian Shoes" also clearly "struck down on the manufacture and sale of fakes".

　　According to the report, the relevant departments said that in the next step, they will resolutely crack down on a small number of small workshops that do not create their own brands and do not apply for the use of the public brand "Putian shoes" for free.

　　It is worth noting that Putian has started cracking down on the manufacture and sale of counterfeit products many years ago.

　　Some media combed, in 2010, Putian police had seized fine imitation Nike, Adidas Yeezy sneakers.

　　In addition, taking 2019 as an example, local media reported that the Putian Municipal Public Security Bureau continued to carry out the "Spring Offensive", a special campaign to crack down on the manufacture and sale of counterfeit goods.

As of April 17 of that year, the city's public security organs had taken down more than 40 counterfeit factories and warehouses, filed 81 cases, arrested 101 criminal suspects, detained 81 people, arrested 19 people, prosecuted 13 people, and destroyed more than 10 cases. Counterfeit production line, seized a batch of counterfeit brand sports shoes and trademark logos.

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How is Putian's pillar industry formed?

　　How did Putian's shoemaking industry form today's scale?

This also starts in the 1980s.

　　At that time, with the help of the era opportunities and geographical advantages of the international industrial transfer at that time, Putian quickly established a shoe production model for many domestic and foreign brands of shoes.

　　This kind of OEM business allows Putian to gradually develop a very distinctive shoe industry.

　　Local media said that by the 1990s, Putian had more than 100 shoe leather enterprises and a shoe industry workforce of more than 200,000 people.

It produces over 100 million pairs of shoes every year, and exports more than 1,000 varieties to 30 countries and regions.

　　Since then, internationally renowned sports shoes such as Nike and Adidas have opened processing bases in Putian, and the scale of the local shoe-making industry has continued to grow.

In recent years, the shoe industry has become the pillar industry and leading industry in Putian.

Screenshot of Putian shoes Weibo

　　At the end of March this year, the Putian Municipal People's Government announced on its official website an analysis of the economic operation of Putian City from January to February this year, showing that most local enterprises have sufficient orders.

Among them, it is mentioned that orders from leading shoe companies such as Xinlong, Yongfeng and Linu have been arranged until June this year.

　　In addition, among the 21 commodity categories in Putian, 15 categories of commodities achieved positive growth.

Among them, it is specifically mentioned that the retail sales of limited shoes and hats increased by 43.7%.

　　In 2021, it was reported that there are more than 4,200 shoe enterprises in the city, employing more than 500,000 people, and the output value exceeds 100 billion yuan.

"Fujian Daily" reported that Putian City exported 330 million pairs of shoes and boots last year, with a value of 14.82 billion yuan, an increase of 40.2% and 37.3% year-on-year respectively.

Tear off the labels of "cottage" and "high imitation" Putian shoes are Putian shoes

　　It is precisely because of the background color of the initial foundry of the Putian shoe industry that the development of the Putian shoe industry has gradually been labeled as "cottage" and "high imitation".

　　Li Jianhui, the mayor of Putian City, Fujian Province, once said in an interview, "There is manufacturing but no brand, and there is industry but no culture. This is the 'pain' of traditional industries."

　　In order to solve this problem, Putian encourages shoe enterprises to cooperate with brand trademarks, super IP, planning consultation, supply chain finance, etc., apply new models and new formats, and implement alliances to create brands; Cooperation in other fields such as information, clothing production, and e-commerce teams to create cross-border brands.

　　In 2021, the State-owned Assets Supervision and Administration Commission of Putian City proposed to make every effort to build a regional brand of "Putian Shoes" to facilitate transformation and upgrading.

In June 2021, 6 companies were granted the first qualification to use the collective trademark of "Putian Shoes".

Photo by Zhan Xingmei

　　According to the content disclosed on the official website of the Putian Municipal People's Government, in June 2021, the first batch of "construction safety shoes" production enterprises in Putian City will use the "Putian shoes" collective trademark authorization ceremony to be held. Purchase intention of safety shoes; in August of that year, the second batch of 14 "sports and leisure shoes" manufacturers in Putian City was authorized to use the collective trademark of "Putian Shoes".

So far, the collective trademark of "Putian Shoes" has authorized a total of 20 footwear manufacturers.

　　Putian State-owned Assets Supervision and Administration Commission also proposed to build a Putian shoe traceability system, establish a collective trademark "one item, one code" traceability system, effectively track products from production, finished product sales, after-sales service and other links, and achieve product quality assurance and quality from the source. Can be traced; relying on the testing of Putian Customs National Footwear Testing Center, random inspections are carried out on the products of the "Putian Shoes" collective trademark shoe companies authorized to sell; and the PICC Property Insurance Company has initially formed an insurance plan for "Putian Shoes" authorized products.

Online shop screenshot

　　In August last year, the first “Putian Shoes” authorized boutique franchise store opened in Putian City, introducing local independent brand shoe companies to settle in; in November, the official flagship store of “Putian Shoes” JD.com was launched, and the monthly turnover exceeded 100,000 yuan.

　　Today, the collective trademark of "Putian Shoes" has been successfully registered.

The reporter noticed that the official Weibo of Putian Shoes also announced that the original new product of "Putian Shoes" will be released in April.

Would you buy a pair of "Putian shoes"?

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