Footwear industry in Jingjiang invests in future
Since joining the World Trade Organisation (WTO), Jinjiang city, one of China’s most important centres for footwear production, has stepped up its efforts to grab a slice of the global market for footwear.
The government in Jinjiang city has been encouraging footwear companies there to modernise and there has been significant investment in technology. Since China’s entry into the WTO over 40 advanced EVA sole injection machines have been imported from Europe.
Alongside investment in plant and machinery there has also been a greater effort to compete through advertising and marketing. According to figures from the China Leather Industry Information Centre, by January 2002 a network of some 43 marketing agencies representing footwear exporters from Jinjiang city had been set up around the world. Manufacturers from the area now export to over 100 countries with volumes in 2001 exceeding 3 billion yuan ($362 million).
In terms of the domestic market there has been increased spending on advertising and improving product quality. In 2001 the city spent over 300 million yuan ($36.2 million) advertising in China on various media including state television.
