Chen Dai, The Shoe Industry, Will Win In Love.

People used to laugh at Quanzhou people as an upstart, but Quanzhou answered it with love.

Motorcycle driver Lao Wang skillfully runs through the stone slab road in chentai town. He has worked hard for more than 10 years like today, and has only 1000 yuan income per month, living in the rental room of local villagers.

He came from Anhui and was very numb with the grass and trees here. He said that unlike the first time, more paddy fields were replaced by buildings, more rivers became black, and fewer local restaurants on the roadside, instead of cheap Sichuan restaurants.

It has the same mundane appearance as many small towns in southern China. It is only more noisy and more luxurious cars.

Chen Dai, more than 3000 shoe related enterprises gathered in this town less than 40 square kilometers, with Anta, 31st degree, XTEP, Xide dragon and other Chinese shoes brand, once almost swept the CCTV5 prime time advertising, the United States said that "because of the pollution of shoes enterprises, more and more wealthy Chen Dai people moved away, and the house was leased out to rent out to the migrant workers at the price of around 200 yuan per month, and these low and dilapidated bungalows accompanied by a row of new ancestral houses and ancestral houses in a row of renovated and carved dragon and painted Phoenix. Chen Daipin's worship of the ancestors in the countryside has been brought to the extreme by donations. This is Chen Dai, Chen Dai of Jinjiang, Quanzhou.

There is no shortage of details to be boasted about.

Everyone who knows a little bit here will tell the story of Chen Dai.

A wealthy family marries a daughter. When the bride who marries the bride sees her, her body is covered with gold, and all her fingers and toes are covered with rings.

In Chen Dai, the golden dress is always attached to the theory of "Jin", which indicates that the passbook of the money is embedded in the frame and is covered with RMB.

The funeral is also luxurious beyond imagination.

A family had several brothers to do business, and the father died. They bought black suits for all the funeral people. In order to let their father live happily in heaven, he bought more than 10 Buick cars as a paper car and burned them in public.

In Chen Dai, more and more people talk about weddings, weddings and weddings, as well as the details of the wealth involved. In the eyes of outsiders, this is the mentality of the upstart. In the view of the defenders, this is undesirable unhealthy trend. But in Chen Dai People's view, this is the final outcome of the struggle to win. Talking about ostentation is actually talking about the Jinjiang development model represented by Chen Dai, which has been slowly rising through the storm.

Most of the people I met in Quanzhou told me that they must write the spirit of the city - they fight to win.

From the time of the Marco Polo era, the two words of the eastern great port, Quanzhou, have been closely linked with business.

Even today, looking for the track of Chen Tai's development, we can also see the great extension of history.

The mosque looks low-key and unattractive in the shade of a village in the town of Chen Dai town. There are still a large number of Muslims coming to church this week.

They are descendants of the Arabs, and many of the sports brand entrepreneurs, including Anta boss Ding Zhizhong, are running the blood of Arabs.

Jinjiang's Ding has multiplied for dozens of generations, and finally embarked on the expedition of wealth accumulation before and after the reform and opening up.

In China, they are always laughed at.

Before engaging in the shoemaking industry, there is a slip of the tongue: "agriculture learning Dazhai, fighting to learn Chen Dai."

The village is full of idle people wandering, and fighting has become the greatest hobby of young people.

Later, overseas Chinese remitted 80 thousand yuan from overseas, and the first shoe factory was built in town.

Later, Nike came to Jinjiang, because Jinjiang people continued to steal shoes imitation, so that Nike reluctantly moved away, and Chen Dai also learned from his first knowledge of shoemaking.

The shoes they made were once referred to as "shoes of the week", which meant Jerry built and shoddy materials. Chen Dai's Jinjiang became synonymous with "fake and shoddy".

In 1985, some towns in Jinjiang made homemade counterfeit cough syrup, which shocked the whole country. Chen Dade's development also encountered challenges.

The old man sitting in front of the ancestral hall recalled, "I went to Shanghai to sell shoes. I didn't dare to say that I was a Jinjiang person. I only said I lived outside the south of Quanzhou, but later I was discovered by the people in the hotel, and they drove me out. They thought I was a liar."

Relying on the shoddy shoe industry, Chen Dai people have been insisting on the accumulation of the first barrel of gold.

Most of the people in Fujian province regard Quanzhou people as the upstart, and all kinds of claims about them are loved by people.

They are unhurried to introduce the superstitions of the people of Quanzhou. A small Jinjiang airport has 3 flights to Zhoushan every day. The tickets are always sold and the people who are full of duty go to the Mount Putuo to burn incense and worship Buddha.

But the spirit shown by the people of Jinjiang is not far from the people of Wenzhou. They move forward alone, from everyone shouting to making the business bigger.

In 1999, Chen Dai Town, Ding Zhichao, began to invite the world champion of table tennis Kong Linghui to endorse the advertisement with the support of Ye Shuangquan, the local advertiser.

The annual advertising cost is 800 thousand yuan, while the annual advertising cost to CCTV is 3 million.

That year, Ding Zhichao's Anta just started building second production lines, and each production line could only earn 1 million yuan a year.

Though the advertisement was considered to be the most extreme, Kong Linghui stood glassly at the table tennis table and kept repeating "I choose, I like".

But people's ridicule did not stop dealers across the country flocking to Chen Dai for a while, breaking the threshold.

The Jinjiang people's imitation show came to the surface.

On the huge billboards on both sides of Fuzhou Xiamen expressway, all kinds of stars from the first line to the three line are lined up in a row, sitting outside the car, looking as if they entered the background of CCTV Spring Festival Gala.

Celebrity endorsement + CCTV advertising has become the truth that many enterprises believe in.

Later, imitation can not go on, everyone has a star, that means a sharp decline in recognition, Jay Chou or Jordan Chan, can not represent any enterprise.

Shaw, a reporter familiar with Jinjiang, told me that Quanzhou people love to fight and win. They also mean that they always believe that others can succeed, and they can.

So imitation is also an important feature of the region's economy.

In the tide of elimination, many Chai Tai Enterprises died in the competition. Just last year, more than 130 shoe companies were forced to close because of RMB appreciation, industrial elimination and strategic mistakes. But Chen Dai people always insisted that those failed bosses would make a comeback and find their motive power and capital again.

At the end of 2006, Anta hired JW to act as their advertising planner. It no longer allowed the endorsing stars to shout slogans directly, but began to learn to tell the story of struggle.

Since then, more and more Chai Tai enterprises have realized that they must move out of this disorderly town and move their enterprises to Jinjiang, Quanzhou and even Xiamen, so as to enable them to have a better development platform.

Chen Dai people said sadly, "this is like a kindergarten. Only the enterprises in the initial stage of development will stay here. In a few years, the vehicles on Wu Bridge may be less and less.

Turbid rivers, polluted towns, people used to accuse them of ridicule, but Chen only works silently.

They also use their work to provide us with the core secrets of reading the city of Quanzhou.