Let the whole world wear famous brands. How are fake shoes made in Putian?

It seems that the news events in Putian Department Hospital have not stopped for a long time. Recently, Putian fake shoes rushed into our reading field of vision with the attitude of "you sing and I debut". Putian, which is called "the capital of fake shoes in the world", is ridiculed by the outside world as a city with "making the whole world wear famous brands" as its "ambition". How does Putian go further and further on the road of fake shoes industry?

A glimpse of Putian fake shoes from "ghost market"

"During the day, almost empty; At night, shops open sporadically; Motorcycles and vans come and go at night, sometimes passing hundreds in one minute. Well-known footwear trademarks such as Nike are printed on the packaging loaded and unloaded on the car ... "

This is the normal state of the legendary fake shoes "ghost market". "Anfu Electric Mall" is the concentrated place of ghost market, where there are 335 listed merchants. The annual transaction volume exceeds10 billion yuan, and the number of employees in the network army exceeds 200,000. Fake shoes in Putian ghost market flow to all parts of the country through the online sales platform, and the online sales of their footwear products account for at least 20% of the whole country. Although local people say that recent years are no longer the golden period of fake shoes sales, the daily shipments here still exceed 6.5438+0.5 million.

In a report on 20 13, a boss in Shi Gui once bluntly said in an interview, "Before 10, all the AdiNike stores in the north of you were opened by Putian people. We can't sell a few pairs of shoes from the regular running water. Adinike sent someone down to check and found that all the goods sold in the store were our Putian goods. "

The high quality and wide coverage of fake shoes in Putian can be seen. There is also a saying circulating in Putian: 9 pairs of fake shoes in the domestic market 10 are shipped from here; One out of every three pairs of Nike shoes in the world is copied from here.

Behind the high proportion of sales is the locally developed footwear industry. It is reported that there are thousands of Putian shoe enterprises at present, producing hundreds of millions of pairs of sports shoes every year, with an annual output value of more than 60 billion yuan. Here, factories with an annual output value of more than 20 million are considered "large-scale". There are more than 300,000 people directly engaged in the footwear industry, accounting for nearly one tenth of the population of this small town.

The fact that the fake shoe industry is so developed is that the local government is eager to reverse the status quo and get rid of the notoriety of manufacturing and selling fake shoes. Putian municipal government wants to produce its own brand instead of blindly copying other well-known brands. 20/kloc-in April, 2005, Weng Yuyao, mayor of Putian City, even personally spoke for Putian Shoes, saying that Putian people should use international standards to make good shoes in China. In order to help enterprises transform and upgrade, the relevant departments of Putian municipal government, together with commercial banks, provided billions of credit support for enterprises in transition.

But unfortunately, fake shoes are still flooding in Putian. Why are fake shoes in Putian repeatedly banned? How is the industrial chain behind this formed?

The historical product of processing famous shoes?

In the early 1980s, Putian attracted a large number of Taiwanese businessmen to set up factories across the sea from Taiwan Province Province to do OEM work for many brand shoes at home and abroad. Sports brands represented by Nike, Adidas and Reebok occupy the largest share. Shoemaking has gradually become a pillar industry in Putian. Since the early 1980s, the proportion of footwear industry in local GDP has soared from 10% to 43% during 10.

As a foundry of international brands such as Nike and Adidas, the outflow of products is strictly prohibited according to the rules. However, there are always some shoes that exceed the remaining local orders. These shoes, known as "Tail Orders", were changed hands by Putian people and sold abroad.

Driven by interests, coupled with the low cost of local shoemaking raw materials and labor, high imitation footwear came into being. The workers in the foundry were bribed to smuggle out sample shoes or design drawings, and started from small workshops, and the business gradually became hot. Around 2004, six or seven of the ten shops in Putian Street were imitation shoes, and they also operated with the door half closed during the day.

I have been engaged in foreign trade for several years, but I have been suppressed by foreign countries. Even journalists from The New York Times have been to Putian to investigate. Putian people began to explore the domestic market, which coincided with the tide of e-commerce.

"Ma Yun asked us to do it before." Yif Wang, the manager who has opened a shop in Anfu Community for more than ten years, said that because the high imitation goods in Putian are "good in quality and low in price", they meet the competitive demand of online shopping. When Taobao just started, it set up a special shop in Putian to train Putian people how to do Taobao every week. "Taobao is our speculation, and tens of thousands of people go out to sell it. When there is a' Double Eleven', we can sell more than six billion pairs of shoes in one night! "

Even in the past two years, the business of Putian high imitation shoes is still good. On the 7th floor of Building 26 of Electric Mall, a man in yellow introduced, "20 13 started to work, and now there is a car and a room." His annual turnover has reached 4 million yuan, and even he "had a friend who earned 4 million a day last year."

Beaten repeatedly and escaped.

Perfect industrial details? It's hard to find a flaw

The perfection of local fake shoes in Putian really exceeds the imagination of ordinary people. Not only is the shoe-making skill complete, but it is also difficult to distinguish between true and false in details such as packaging, invoices and anti-counterfeiting labels.

In the ghost market, 20 yuan can buy a big bag of packaging, invoices and POS machines from Nike and Adidas. One 16 anti-counterfeiting mark, 50 points each.

Scan the QR code of these invoices with your mobile phone, and the address of the specialty store will pop up on the page. Scrape off the coating, log on to the website of the so-called "National Quality Anti-counterfeiting Supervision Center", and enter the verification code, which can indeed be found.

If you have enough energy to verify, you can also find that the pop-up page is made by QR code generation software. The so-called inspection website is also suspected to be a "cottage", and the organizer of ICP filing information is a private enterprise. But in the eyes of laymen, it is really easy to be deceived.

Putian logistics can also be called "omnipotent". Even if the goods are delivered in Putian, logistics can turn the delivery place into other cities in China, such as Shanghai, and even foreign cities.

The logistics waiter promised to deliver the goods from the United States "every second" She used "SGR International Express". The company's website said it was headquartered in the United States, but the search found that the profile was copied from another courier company, and the penultimate paragraph even forgot to modify the original name. Attached with SGR English express bill, plus the price of the first bill in 36 yuan, the weight of the goods instantly becomes a "sea return".

In the street stalls in Putian, you can buy an elderly mobile phone for 60 yuan, and then you can buy a special data cable for 20 yuan, which allows you to insert a phone card from the outside without disassembling the battery of the mobile phone. Telephone cards are divided into Beijing, Shanghai, Shenzhen and Hong Kong, and can be used wherever necessary. The combination of calling cards and express delivery makes it difficult for the outside world to tell whether their orders are true or not.

Supervision: Power Rent-seeking? Platform weakness

In fact, both the Putian government and the e-commerce platform where fake shoes can be traded are actively "counterfeiting" to eliminate the environment. In May last year, Fujian Putian Public Security Bureau destroyed four black shoe factories, involving adidas, Nike and other well-known brands, with a total case value of 10 million; 2011/In 2004, under the command of the Ministry of Public Security and the Fujian Provincial Public Security Department, Putian police cooperated with the local police to smash 10 fake dens, involving more than 350 million yuan; Putian Industrial and Commercial Department inspected 36 times in 20 13 3 months and fined more than 380,000 yuan.

However, in the process of interviewing merchants and checking, some law enforcement officers accepted bribes and "turned a blind eye", which led to the root cause of counterfeit goods not being completely eradicated.

Some law enforcement officers did not seal up after they went to the counterfeiting workshop, but just said to sit around casually. "Who has nothing to come to your house? I know what this means. " The workshop owner immediately sent "welfare", and even some mature law enforcement officers would suggest what kind of shoes to imitate.

According to Li Mo (a pseudonym), a member of the anti-counterfeiting special team of Ali Platform, "Our anti-counterfeiting team has more than 2,000 people, many of whom have worked in public security and know about intellectual property protection. In addition, more than 5,000 volunteers are also fighting fakes together, and the annual investment exceeds 10 billion yuan. "

However, Li Mo admits that it is difficult to get rid of fake dens, and people who sell fake goods are constantly changing their ways to deal with fake goods.

Once the fake dens of some fake shoes were discovered, they began to break down the process into different workshops for production and destroy one workshop. After other craft dens were discovered, they immediately looked for other places to produce. Some counterfeiters who have been repeatedly hit and closed stores have "criminal records". If the store can't be registered, spend money to buy a registered store in other places. In some places where selling fake goods is serious, in order to reduce the risk of being censored, these people will use all kinds of cheating methods to change the IP address when logging in with the bought store, resulting in the illusion that the store is landing in other places.

The "three caves of cunning rabbits" of counterfeiters and sellers make "Li Mo-ren" feel powerless.

Third-and fourth-tier cities become major markets? It is easy to become a dead end of supervision.

The difficulty of counterfeiting is that Putian fake shoes are mainly sold to domestic third-and fourth-tier cities and backward areas, and there are many fakes, which are difficult to control, and genuine brands do not patronize them often.

A shopkeeper in Putian said that their brand-name sports shoes such as Nike, Adidas and New Balance were mainly sent to physical stores in Inner Mongolia, Henan, Shandong, Guizhou and Yunnan. "Nothing happened. As long as you are careful, you will not be investigated by brands and industry and commerce. "

Ping Huang (pseudonym), who bought goods from Anfu Electric Mall, owns a sports shoes store. Although his shop has Nike logo, it sells not only Nike shoes, but also Adidas and New Balance shoes. His shop is not officially authorized by Nike, and the genuine shoes he sells mainly come from Zhengzhou. His friend has obtained the monopoly authorization, and will take more or give it to him when purchasing. He will buy some high imitation shoes from Putian and sell them together. "This pair of shoes is true or not. I know there are too many fakes in small places for industry and commerce to control. Brands rarely go to small counties. "

Brand side: I don't want to correct the bad brand image of fake goods.

Surprisingly, brand-name shoes do not always cooperate with the regulatory authorities to crack down on counterfeit goods. This is because they think that counterfeiting will affect their brand image to a certain extent, and let consumers associate fakes with their brands, which will have a bad influence.

"For example, a pair of shoes is judged as a fake, and no one else is qualified to judge except the brand of the shoes. However, some brands are reluctant to identify because they don't want to leave the impression that there are fakes. " Li Mo (a pseudonym), a member of the Ali platform anti-counterfeiting special team, said. The brand's non-cooperation makes counterfeiting lose its determination.

Consumer: Know and buy fakes? Give birth to the market

Fake shoes in Putian do harm to consumers' rights and interests, but one of the reasons for the prosperity of the fake shoes market is that some of them deliberately buy fake shoes.

In the discussion of related news, many netizens said that although Putian shoes are fake, they are really cheap and of good quality, and they can be worn for one year.

Especially the consumer groups in the third-and fourth-tier cities and towns, because they are very sensitive to prices, the genuine shoes of well-known brand stores are unbearable for many people. At this time, Putian high imitation shoes with favorable prices occupied the market and became a cost-effective substitute. They can "enjoy" top brands at less than half the price of specialty stores.

At the logistics station near Anfu Community, SGR's "Los Angeles-Shanghai" was posted on a courier. Some media reporters contacted the recipient Ms. Hu according to the courier information and asked her if she needed to protect her rights when buying fake shoes. She didn't answer. In the subsequent telephone communication, she only said one sentence: "No, thank you."