Dare to strive and you will win—forge ahead with courage and determination! The People’s Daily features Fujian’s Jinjiang, a major hub for foreign trade, on its front page.

On April 22, the People’s Daily featured in its front-page column “Going to the Market, Seeing Resilience, Strengthening Confidence” a report titled “Dare to Strive and Win, Forge Ahead with Courage—On-the-Ground Observations from Jinjiang, Fujian, a Key Hub of Foreign Trade,” highlighting the spirit of local enterprises, government officials, and the public—“daring to lead and winning through hard work”—as well as their confidence in China’s economic prospects.

Love to strive, win through; forge ahead with courage and determination.

— On-the-ground observations from Jinjiang, Fujian, a major hub for foreign trade

Our reporters Yu Sinan and Fu Wen

Jinjiang, Fujian, renowned worldwide for its sports shoes, textiles, and apparel, is one of China’s key hubs for foreign trade. During a visit to the city, our reporter interviewed numerous enterprises of various types, as well as local government agencies such as the Bureau of Commerce and the Chamber of International Commerce, gaining a firsthand sense of the spirit of “daring to lead and striving to succeed” among officials and residents, along with their confidence in China’s economic prospects.

A pair of shoe uppers

Technological innovation enhances competitiveness and fosters deep customer engagement through integrated solutions.

Jinjiang is known as the “Shoe Capital of China.” With a long-standing focus on shoe upper manufacturing, Xintai (Fujian) Technology Co., Ltd. is a key player in the industry chain and a supplier to many internationally renowned athletic footwear brands.

Amid the hum of machinery, nearly 2,000 flat knitting machines are operating at full capacity in Xintai Feizhi’s smart workshop. Xu Jianfei, deputy director of the company’s presidential office, said that the current international trade environment has had little impact on the company so far; however, some effects may become apparent after the second and third quarters of this year—though the company still has room to adjust and respond.

Confidence stems from scientific and technological innovation.

“Producing a high-quality shoe upper today requires more than just labor. Take the flyknit process as an example: we’ve achieved digital manufacturing—simply press a button on the computer to issue the knitting instructions, and the machine automatically draws yarns to form the fabric. One worker can now manage over ten machines simultaneously,” said Xu Jianfei.

By continuously embracing innovation, Xintai has mastered a number of proprietary techniques, one of which is warp‑weft knitting. “In the past, warp and weft knitting were treated as separate processes,” explains Xu Jianfei. “Warp‑weft knitting enables both warp and weft yarns to form loops simultaneously, not only enhancing the upper’s structural strength and support but also allowing for more flexible pattern‑making, thus opening up new possibilities in upper design.”

Today, Xintai no longer confines itself to pure contract manufacturing; instead, it actively engages in its clients’ product R&D, becoming a key link in the industry’s innovation chain. Xu Jianfei said, “Sometimes brand owners come up with an idea but aren’t sure how to bring it to life, so they consult with us and work together to find solutions.”

The display boards in the Flyknit Smart Workshop are filled with a list of partner clients. Xu Jianfei notes that a comprehensive, end-to-end industrial-chain solution fosters strong customer loyalty. In recent years, orders from several international brands have increasingly shifted to Xintai, accounting for 60% to 80% of its textile‑based shoe upper production.

Building a technological “foundation” is no overnight achievement. As early as 2013, Xintai pioneered the establishment of an innovation team dedicated to finished footwear. Last year, the company acquired a Swedish firm, further bolstering its R&D capabilities in weaving equipment. Over the years, Xintai has allocated roughly 4% of its annual revenue to research and development, with a workforce of more than 500 R&D professionals.

“Every so often, we roll out a newly developed shoe upper. Our overseas customers joke, ‘If you don’t come by for a chat one week, you might miss something new,’” said Xu Jianfei.

Looking ahead, Xu Jianfei believes that by leveraging technological innovation to bolster the certainty of its own development, the company’s competitive advantages will continue to strengthen. “No matter how the external environment evolves, the most critical R&D capabilities must remain firmly in our own hands.”

Boosting technological innovation, the Jinjiang City Enterprise Innovation and Development Conference held recently announced the launch of a support package worth over RMB 500 million.

At the annual Jinjiang Footwear (Sports) Expo, technology is one of the key themes. Sun Shuibin, president of the Jinjiang Council for the Promotion of International Trade, stated that this year’s event has drawn 516 exhibitors from home and abroad, as well as professional buyers from more than 70 countries and regions, including the Philippines, Vietnam, Thailand, and Italy. With 2,607 international-standard booths, the show has set a new record for its largest scale to date.

Sun Shuibin stated that “always striving to win through tenacious effort” is one of the key tenets of the “Jinjiang Experience,” and that short-term pains cannot alter the bright prospects of Jinjiang’s foreign trade.

A swimsuit

Diversified strategic positioning expands the “circle of friends,” while leveraging supply-chain exports to mitigate shocks.

In Yinglin Town, Jinjiang—covering less than 30 square kilometers—more than 200 swimwear enterprises of various sizes are scattered throughout. Inside Qicaihu Clothing Weaving Co., Ltd. in Jinjiang City, workers are busily boxing and packing swimsuits, activewear, beach shorts, and other items.

“We’ve already packed more than ten boxes— and that’s just a portion of what we’ve got.” Xu Yongzhu, Vice President of Business at Qicaihu, has attended over twenty sessions of the Canton Fair.

Whether business is thriving or not, trade show participation serves as a reliable barometer. According to Xu Yongzhu, over the past few years, Colorful Fox has secured more than 10% additional new customers at each session of the Canton Fair. This time, the company booked 14 exhibition booths, including two brand‑focused stands in the prime area, “resulting in a significant boost in orders.”

Where does confidence come from? Xu Yongzhu explained patiently: Seven or eight years ago, the company proactively expanded into markets in Europe, South America, and other regions, steadily broadening its network of partners. As overseas markets have grown increasingly saturated, the company delivered 33 million units (sets) last year, with revenue rising by 12%.

The share of orders from different markets reflects the effectiveness of Qicaihu’s diversified strategy: Europe has risen from 30% to around 55%, while South America has climbed to approximately 25%. In recent years, buoyed by the high‑quality joint development of the Belt and Road Initiative, order growth has been particularly robust.

Swimwear orders exhibit clear seasonality. Xu Yongzhu said that U.S. orders were placed last year and had been fully fulfilled by early April this year, so the subsequent outlook is inevitably affected—but this can be offset by other markets.

With a slice of the market now missing, where lies the room for growth? Xu Yongzhu recounted his encounter with an Egyptian businessman. In 2016, the businessman paid his first visit to Qicaihu, initially to discuss fabric procurement. After touring the factory, he was impressed by the company’s fully integrated industrial chain and conceived the idea of establishing a manufacturing facility in Egypt. Subsequently, from weaving and printing machinery to auxiliary materials and fabrics, Qicaihu provided hands-on support to help the entrepreneur set up his Egyptian plant. Similar global partner factories can also be found in Vietnam, the Philippines, Kenya, and other locations.

From raw and auxiliary material sourcing to design and production, Qicaihu is involved across the board—exporting not just finished products, but entire supply chains. “When it comes to swimwear, you can’t escape Yinglin Town no matter how far you go. Companies may relocate, but the industrial chain is hard to move; that’s what gives us the confidence to weather external shocks,” said Xu Yongzhu.

To further strengthen its swimwear supply chain, Colorful Fox broke ground on a new fabric factory last March, which is expected to be completed in the second half of this year.

“Supply-chain” exports are no longer limited to the swimwear industry; this form of foreign trade is also increasingly becoming a trend in sectors such as footwear, apparel, and personal care products.

To expand its growth prospects, Colorful Fox has broadened its product range and enhanced the value of its offerings. Three years ago, the company established a premium‑grade production unit dedicated to high‑end custom orders, which generate several times the profit of standard orders. Beyond swimwear, it now offers fitness leggings and yoga apparel, and two years ago even ventured into down jackets.

“With quick response times and high‑quality deliveries, our customers trust us—delivering 300,000 cotton jackets in the first year, and increasing shipments to 500,000 last year,” said Xu Yongzhu, who remains optimistic about the prospects of this new product category.

Embracing the green and low-carbon trend in swimwear, companies from Yinglin Town—led by Qicaihu—have set an industry benchmark, ranging from participating in standard-setting to taking the lead in drafting standards.

Walking through the Colorful Fox workshop, the rhythmic “tick-tock” of sewing machines fills the air. “We’ve posted 30 consecutive years of growth and are confident we can sustain this momentum,” said Xu Yongzhu.

A freeze-dried piece

Build a proprietary brand to boost brand awareness and reach overseas consumers through cross-border e-commerce.

After the fruit is washed and cut into pieces, it is flash-frozen in a blast freezer and then subjected to vacuum drying… In the production workshop of Fujian UrSnacks Technology Co., Ltd. at the Jinjiang Sanchuang Park, the processed freeze-dried products are destined for the Southeast Asian market.

Unlike many food‑export companies that primarily fulfill OEM orders, at the end of 2022, UrSnacks expanded into the Southeast Asian market and launched its own export brand, UrSnacks, focusing on taking its branded products overseas.

Picking up a piece of freeze-dried strawberry, Chen Shiwei, general manager of UrSnacks, told reporters that Indonesia does not produce strawberries, and freeze-drying is very popular there. The company has just begun expanding its market locally, and this year’s revenue is expected to reach 50 million yuan, with profits also looking substantial.

In less than three years, how did UrSnacks manage to build a brand? Chen Shiwei explained the details: freeze-drying is a blue‑ocean market with no dominant brand. By leveraging emerging cross‑border e‑commerce marketing channels like TikTok and partnering with local influencers and livestreamers, UrSnacks has tapped into consumer psychology and reached customers with pinpoint precision. “In Jakarta, the capital of Indonesia, when people hear ‘freeze‑dried snacks,’ they immediately think of UrSnacks,” Chen Shiwei said.

Looking ahead, UrSnacks plans to introduce freeze-dried dragon fruit, durian, and other products into the European and American markets. According to Chen Shiwei, overseas markets are expected to account for 20% of total revenue this year, with significant room for growth.

Having spent nearly 20 years navigating the food industry, Chen Shiwei has experienced both ups and downs in his entrepreneurial journey. Speaking about the impact of tariffs, he said, “The current transformation in marketing strategies is creating opportunities for domestic food brands to expand overseas. Seize these opportunities, and you’ll find that the global market still holds vast potential.”

When it comes to taking brands global, cross-border e‑commerce is one of the key channels. During this visit, reporters clearly sensed that Jinjiang is stepping up its efforts. In February this year, the “Jinpin Goes Global” Command Center was officially inaugurated. At the same time, the Jinjiang Cross‑Border E‑Commerce Digital Service Center was established, with the government procuring services and bringing in specialized agencies to provide a one-stop, public‑interest platform covering market access, product sourcing, operations, logistics, and more for “Jinpin Goes Global.” To date, the center has helped over a hundred foreign‑trade enterprises expand into cross‑border e‑commerce, successfully launching four locally‑branded cross‑border e‑commerce platforms.

“From MCN (multi-channel network) agencies and overseas warehouses to cross-border settlement, various cross-border service resources have been rapidly converging in Jinjiang since the beginning of this year,” said Liu Qiyuan, a member of the Party Leadership Group of the Jinjiang Municipal Bureau of Commerce.

“Jinpin Goes Global” is also gaining momentum in offline channels. Sun Shuibin told reporters that at this year’s Jinjiang Footwear (Sports) Expo, chamber of commerce presidents from more than ten countries engaged in in-depth collaboration with their counterparts in Jinjiang’s industry associations, joining forces to address shifting external conditions and explore new overseas markets. The expo also welcomed leading global exhibition firms such as Italy’s Fiera di Genova and France’s GL events, while a host of Jinjiang‑based brands in related sectors will leverage these two major international trade show platforms to expand onto the world stage.

An umbrella

A super-large market dilutes development costs and opens up new market opportunities through innovative products.

Dongshi Town in Jinjiang is known as the “Umbrella Capital of China,” with one out of every four umbrellas worldwide being made in Dongshi.

In the showroom of Fujian Youanna Umbrella Technology Co., Ltd., General Manager Wang Xiangpeng enthusiastically explained, “The umbrellas here not only come in a wide variety of fabrics, styles, and colors, but also feature many innovative functions.”

At the booth showcasing folding umbrellas, the reporter observed that some models open and close automatically, while others come equipped with LED lights, compasses, and even electric fans. Thanks to the use of “memory‑patch” material, the umbrella canopy remains smooth and flat even after prolonged use.

With such a wide range of product categories, why aren’t you worried about ending up with excess inventory? Wang Xiangpeng explains that, backed by an ultra-large-scale market, companies can confidently pursue new initiatives—this is an irreplaceable competitive advantage.

He did the math: if it costs 100,000 yuan to develop a new mold, with a minimum order of just 10,000 umbrellas, each umbrella would incur an additional cost of 10 yuan, making it hard to remain competitive. But once production reaches 300,000 units, the per-unit cost increase drops to about 30 cents, and the price hike stays within an acceptable range—consumers are willing to pay for quality. Last year, Youanna’s snap‑closure umbrellas for Southeast Asian customers sold more than 300,000 units in a single week.

With over 30 years of experience in the umbrella industry, Youanna long focused on international trade. In recent years, it has adopted a dual‑track strategy, pursuing integrated development in both domestic and overseas markets. Supported by the scale of both domestic and global markets, the company has evolved from early‑stage OEM/ODM manufacturing to R&D and design, steadily expanding into the creation of its own branded products.

Following a boost in R&D and design capabilities, Youanna’s industry standing has continued to rise. Wang Xiangpeng told reporters that before 2016, Youanna would purchase samples from overseas and replicate them. Today, when clients come for inspections, they simply specify what they want, and Youanna delivers. The company’s products are now sold in more than 80 countries across Europe, South America, and Africa.

Not long ago, business representatives from Spain and Brazil visited Youanna. Wang Xiangpeng presented them with three product models, and they immediately replied, “We want all of them produced exactly as shown.” Backed by robust R&D, Youanna has adopted a strategy of differentiated competition. “Our products are of high quality; once we quote a price, the other side typically doesn’t haggle anymore,” said Wang Xiangpeng.

“The bigger the pond, the bigger the fish,” said Wang Xiangpeng. Led by the local government and coordinated by leading umbrella‑making enterprises such as Youanna, the “China Umbrella Capital Cup” industrial design competition has been held since 2016. Through this platform, an increasing number of products—designed to meet consumer needs and resonate with young consumers’ aesthetics—have entered the market. Along the way, Dongshi’s umbrella‑manufacturing sector has also seen a steady rise in automation, resulting in a marked boost in efficiency.

Speaking of the impact of changes in the external environment, Wang Xiangpeng believes that good products will always find a market; by embracing change and proactively adapting, one can consistently uncover new opportunities and expand into fresh market segments.

Wang Xiangpeng believes that by tapping into the needs of the younger generation, companies can achieve sustained growth. “I often engage with the new wave of entrepreneurs; they are highly attuned to emerging trends and brimming with enthusiasm, and we’re all optimistic about the future.”