[Explanation] In the impression of many people, "Putian shoes" was once synonymous with "cottage" and "high imitation".
However, this may be about to change.
A few days ago, the Putian shoe collective trademark declared by the Putian Footwear Association was approved and registered by the State Intellectual Property Office and is valid until February 27, 2032.
The industry believes that the approval and registration of this trademark marks the transformation of Putian footwear industry from "Made in Putian" to "Created in Putian".
[Explanation] The reporter saw that the "Putian Shoes" graphic collective trademark uses a shoelace as the composition idea, and the initials of Putian Pinyin are drawn from left to right.
[Concurrent] Lin Yong, Chairman of Putian Famous Brand Management Co., Ltd.
Basically, it was selected by public voting from many styles. It not only reflects the characteristics of our Putian shoes, but also the characteristics of the shoes. The first letter of Putian is pt, which reflects the regionality of Putian, and the composition of pt is such a composition.
[Explanation] The ownership of the related registered trademarks of "Putian Shoes" belongs to the Putian Footwear Association.
Putian Famous Brand Management Co., Ltd., where Lin Yong is located, is responsible for brand operation.
He told reporters that at present, 16 Putian shoe companies have been authorized to use the collective mark, and the original intention of making the collective mark is to hope that more enterprises will participate in the independent brand creation.
[Concurrent] Lin Yong, Chairman of Putian Famous Brand Management Co., Ltd.
Gone are the days of going it alone.
Therefore, after this collective trademark comes down, we can form a model of group development.
In the process of creating a brand, what shoe companies lack most is a design and a marketing talent.
How to empower this collective trademark to our shoe companies?
So we also explored such a 1+N joint creation.
Bring an independent brand of the shoe company with the parent trademark, and then empower it to one of their shortcomings, that is, these shortcomings of design and marketing, and then jointly create some high-quality shoes in one of our footwear segments. Such an independent brand with high recognition and high differentiation.
[Explanation] Putian is known as the "Shoe City". According to statistics, there are more than 4,200 production enterprises in Putian shoe industry and more than 500,000 employees.
In 2021, the output of Putian shoes will reach 1.39 billion pairs, accounting for one-third of the province and one-tenth of the country, with an output value of 131.1 billion yuan.
Although Putian has a relatively complete shoe industry chain, the vast majority of local shoe companies still focus on exporting OEMs, lacking independent brands, and the added value of products is not high.
0594 Putian Supply Chain Base is a regional comprehensive supply chain platform with Putian shoe industry as the core. The base is specialized in shoe design, development, production and quality management, aiming to create a 1+N intelligent manufacturing system.
According to Yu Guomin, the head of the base, to continue to build the Putian shoe brand, we must work hard in three aspects: original design, shoemaking technology, and brand marketing.
[Concurrent] 0594 Yu Guomin, head of the supply chain base of Pumao shoes
We must do a good job in Putian shoes, and make a brand, and as a public brand, we must have a top-level design from the perspectives of original design, shoe-making technology, and brand marketing. How do we make this global Our original designs, including domestic original designs, are imported into Putian. Our users feel that what they buy and consume is our truly original products.
Actively integrate into the wave of global shoemaking technology and introduce new materials and new technologies.
The third one, I think, is to start from the perspective of our brand marketing.
The promotion of a trademark, to the whole country, to the world, I think this should be a very important direction for our Putian shoes in the next step.
[Explanation] In recent years, Putian has issued a series of policies to fully promote the shoe industry to create brands, improve quality and increase varieties, and support shoe companies to develop new brands in subdivided fields and seize the target market.
In the interview, people in the industry said that the successful registration of the collective trademark of Putian footwear industry will help shoe companies work together to become bigger and stronger, and jointly create a new business card of "Putian Shoes".
[Concurrent] 0594 Yu Guomin, head of the supply chain base of Pumao shoes
With our entrepreneurs, and our manufacturers, brands and marketers, we can gather together to form a high-level solution for Putian's own footwear industry, and find a new way for the brand development of Putian's footwear industry. s solution.
[Concurrent] Lin Yong, Chairman of Putian Famous Brand Management Co., Ltd.
The collective trademark of Putian shoes has its own traffic, as well as the promotion efforts of the government. We will use our existing design capabilities and our marketing capabilities to empower our shoe companies. After guiding and supporting , It is also necessary for shoe companies to exert their subjective initiative and make up for their own shortcomings, so that they can go further.
Reporter Wu Shengwei reports from Putian, Fujian
Responsible editor: [Liu Xian]