Modern Express News (correspondent Cui Ninghua reporter Cao Dewei) "The model is a men's mountaineering snow boots, the appearance design shows a sporty style, the gear pattern of the cow tendon bottom has a strong anti-slip ability, and the fur is warm and not stuffy...... "On the morning of December 23, the 6th Gaoqiao Snow Boot Cultural Festival with the theme of "Ice 'Boots' Strange Relationship, Ingenuity Inheritance" kicked off. As the highlight of the Takahashi Snow Boot Cultural Festival, 16 popular snow boots in 2023 were released and displayed at the opening ceremony, attracting the attention of many merchants and consumers.
The launching ceremony kicked off in the historical review of the development of Gaoqiao's snow boot industry, and a promotional film of "Boots Travel the World, Starting from Gaoqiao" made people more intuitively understand that the snow boot industry in Gaoqiao has gone from obscurity to "breaking the cocoon into a butterfly", from a corner to reaching the whole country, becoming a recognizable regional cultural identity and an industrial brand with local characteristics. The reporter learned that 60% of the 16 annual popular snow boots released at the ceremony were independently designed by local enterprises in Takahashi, marking that "Takahashi Design" has an increasingly important position and role in the field of snow boot fashion.
This is not only a manifestation of the awakening of the brand awareness of Takahashi snow boots, but also a reflection of the strengthening of the right to speak. Chen Yun, director of the Gaoqiao Town Economic Development Bureau, said that looking at the development history of Gaoqiao snow boots, it can be found that there is a zigzag trend. From the whole industry accepting the investigation of intellectual property protection by relevant departments to the successful creation of "China's Snow Boot Hometown", Takahashi Snow Boot Entrepreneur has completed the transformation of brand awareness in 5 years. Today, Gaoqiao snow boots have more than 200 design patents, registered "Donessy", "Wufeng Mountain", "Yataiya", "Changjia" and other independent brands, with 2 provincial famous trademarks, 6 municipal well-known trademarks, and is actively applying for the title of "National Geographical Indication Protection Product". According to the data, in 2022, the total output value of the Gaoqiao snow boot industry will exceed 2 billion yuan, and the domestic market share will exceed 40%.
The prosperity of traditional industries not only depends on the support of technology and market demand, but also needs to have a unique cultural heritage and inheritors, the town's industry leader Tao Guichuan led the apprentices to demonstrate the traditional shoe-making skills, the organizers also specially invited the express delivery industry, the taxi industry, and representatives of sanitation workers to participate in the opening ceremony, and customized the most classic snow boots for them this year, so that they can feel the warmth of "love Zhenjiang". "The Snow Boot Cultural Festival is an innovative combination of investment promotion and cultural strengthening, through a variety of rich and wonderful activities, it comprehensively demonstrates the unique charm of Gaoqiao snow boot industry, shows the ingenuity of Gaoqiao people, and promotes the creation of characteristic culture and high-quality economic development. At the opening ceremony, Wan Chenghui, Secretary of the Party Committee of Gaoqiao Town, said.
The snow boot industry is a traditional industry in Gaoqiao Town, and it is also a characteristic industry that makes Gaoqiao famous at home and abroad, and it is also the "vitality code" that lights up Gaoqiao's rural revitalization. At present, it has formed an industrial chain of raw material sales, sole processing, finished product production, network sales, logistics and express delivery, and mutual support. The town has nearly 400 fur and snow boot supporting enterprises, more than 800 e-commerce, with an annual output of 15 million pairs of snow boots, a total output value of more than 2 billion yuan, driving the employment of more than 8,000 people, snow boots are exported to the United States, Germany, Australia and other places, with a domestic market share of more than 40%. It is worth noting that with the addition of the "second generation of shoes", e-commerce has also risen rapidly in Gaoqiao, and the town has entered more than 10 key e-commerce companies including Taobao, Tmall, Pinduoduo, Lecun Tao, Gongtianxia, Alibaba Cloud, Global Frog, etc., with more than 8 million pairs of snow boots sold online every year, accounting for more than 40% of the total local actual economic activities.
According to reports, during this year's snow boot cultural festival, Zhenjiang Jiangsu Ning Plaza, Zhenjiang Wanda Plaza, and Dantu District Baolong Plaza will simultaneously carry out a two-day snow boot exhibition and sales activities.
(Proofread by Zhang Hongxia)