Jinjiang, The Shoe Capital, Is Very Busy, With Orders Flying In The Sky

After the beginning of the year, the "shoe capital" Fujian Jinjiang shoe base kicked off the resumption of work and production. At present, Jinjiang has formed a complete raw material-semi-finished product-finished shoe-e-commerce live network shoe ecological market. Data shows that there are a total of 1,259 sports shoe-related companies in Jinjiang City, accounting for 55.0% in Quanzhou City and 33.2% in Fujian Province, with a footwear output value of more than 200 billion yuan. Jinjiang shoe wholesale markets such as Chendai Shoe Capital, Qinghua Shoe and Clothing Commodity Market, and Shoe Capital E-commerce Mall present a vibrant scene, and merchants are busy on WeChat and phone. Raw materials and semi-finished product factories have not digested the orders before the New Year, and new orders that started after the New Year have also come one after another, affecting the progress of delivery. Merchants in the finished shoe market do not have enough goods to sell and are constantly urged by customers. The performance of the past three years has been affected to some extent. This year's market has finally improved compared with previous years. Some merchants have tasted the "sweetness" at the beginning of the year, and they are full of expectations for the recovery of business this year.

The order volume is large, and the goods are not enough to sell

In the Qinghua Shoes and Clothing Commodity Market, shops on both sides are open for business, and the shop assistants are very busy, busy communicating with customers on WeChat or phone about orders, shipments and other matters.

Because of the small amount of goods, the current situation of urging orders is very common in the Qinghua Shoes and Clothing Commodity Market. Many store employees in the commodity market said that they did not have much goods at home, so there would be a situation where there were no samples to see. Some styles were out of stock, and they were generally sold out within a few days of the new ones. In addition to the shortage of goods, the delivery time is also relatively slow, and it usually takes ten days and a half months to deliver.
Some merchants said that in fact, the factory has been in operation for a long time. In the past, it was difficult to recruit workers. This year, it is easier to recruit workers, but the sole materials have not arrived. The fabric pattern of the shoes has been made, and they are just waiting for the sole materials. The shortage of new finished shoes may be related to the large volume of orders for semi-finished products upstream and slow delivery.
Chendai shoes are the largest shoe material raw material markets in China, which can provide various materials such as uppers and soles. Almost all of them are shoe material shops, and the business scope and consultation telephone number are marked on the store names.

In these shoe material shops, a staff member who makes PU Leather sole materials said that all parties are urging, and the current order volume is indeed too much, including orders before the New Year and new orders started after the New Year. Delivery is not so fast, and it will take about 10 days; another salesperson who makes "real popcorn" material soles also said that it takes 10-15 days to deliver, mainly because they are too busy. After the change of prevention and control policies, the market has generally improved a bit compared to before.
2

Stock shoes also have "sweetness"

When the supply of new models is insufficient, stock shoes will become the main source of income for stores. It is understood that the unit price of new shoes is generally 80 to 90 yuan a pair, while stock shoes only cost 40 to 50 yuan.
In the finished shoe market, there is a group of customers who specialize in purchasing inventory tail goods in the commodity market. They usually look for cheap and beautiful shoes, and do not need special new models. Although the unit price is not high, the volume and turnover rate are also high, so the store also likes such customers.

In addition to the physical channels, similar to other commodities, many merchants in the shoe and clothing wholesale market last year started to make orders for live broadcast supply, and network anchors generally purchased low-priced inventory shoes.
According to reports, at least 200 pairs are sold in a live broadcast. An anchor with 1.86 million fans can sell 2,000 pairs in 5 minutes, which is much easier than the physical channels.
Some merchants said that some stores were all engaged in live broadcast last year. The business is getting better and better. Now they don’t need to rely on store operations. There are no samples in the store. The store usually opens the store at three or four in the afternoon to handle the accounts. This is also the reason why there are few customers in the market.
3

The recovery of the shoe e-commerce mall

Before the live broadcast business, Jinjiang's shoe e-commerce business has been developing in full swing. Ten years ago, relying on the production supply chain resources of Chendai Shoe City, Jinjiang built its own Shoe City e-commerce park next to the Shoe City. The park gathers shoe online merchants from Sucuo, Hankou, Meiling and other places. In recent years, it has continuously improved e-commerce live broadcast, cross-border e-commerce, intelligent warehousing and logistics distribution and other businesses. Domestic trade and cross-border e-commerce go hand in hand, giving full play to the advantages of Jinjiang's complete industrial chain of shoe industry.

China Jinjiang Shoe City E-commerce Park covers a very large area, with a total of 3 buildings, 1 with 9 floors, 1 with 11 floors, and 1 with two or three floors. The stores in the park are similar to Jinjiang Tsinghua Shoe and Clothing Commodity Market, mainly engaged in the finished shoe market. They are also busy communicating with customers to process orders and deliver goods. In the park, the business promotion and contact information of shoe material suppliers, e-commerce platform shop assistants and network anchors are almost everywhere in the park.
The person in charge of investment promotion of the Shoe City E-commerce Park said that the impact of prevention and control on the park is not great. Since its establishment, even during the prevention and control period, the merchant occupancy rate has remained high. Currently, there are more than a dozen vacant units left in the park among the more than 1,200 stores.

The person in charge of investment promotion said that in the past few years, a free exchange meeting of various platforms was held every month, including Amazon, Tmall, JD.com, Pinduoduo, Douyin, Kuaishou and other major platforms, providing merchants in the park with more opportunities to communicate with platform shop assistants or online anchors. Later, due to the lockdown, the opportunities for offline activities were greatly reduced. There were also attempts to hold online exchange meetings, but the effect was not good, and no similar online activities were held later.