From April 18 to 20, 2013, Jinjiang City of Fujian Province hosted the 15th edition of its annual International Footwear Exhibition. The event aims to raise Jinjaing's global profile as China's center for leather and clothing production and has a reputation for attracting manufacturers from across the world to the city.

The 361 Degrees garment manufacturing community, an enclave entirely dedicated to the brand and its employees, featuring up-to-date design and comfort. Photo taken on April 19.

Small and medium-sized enterprises (SME) play a vital part of Fujian's economy and are the area's major employers. During the past five years, the provincial government has offered more financial incentives to SMEs such as tax reduction policies and financial opportunities, in order to encourage their survival – a crucial factor in the often cut-throat world of smaller enterprises.

Such efforts have led to Jinjiang gaining a reputation as China's home of leading domestic brands, including names such as X-Step, 361 Degrees and Septwolves. The city is now seeking more global exposure in order to further enhance its manufacturing ability. The city's domestic enterprises look especially towards mergers and acquisitions to stimulate growth.

Brands such as X-Step, ANTA and 361 Degrees consider international business expansion, and especially international expansion, their top priority. Cooperation with developed markets, such as Europe, and emerging ones, such as Africa, provides opportunities to set up trading companies and direct trading channels via chain suppliers. Consumers based in developed countries usually prefer established high-end products; but with the ongoing global financial crisis, they might turn to the same-level quality at a lower price.

Septwolves and 361 degrees are two prime examples of China's domestic brands which employ the latest technology in clothing production as well as provide their employees with entire work communities covering every aspect, from specialized training to childcare.

China's second-largest shoe and sports goods supplier, 361 Degrees, was established in 1994 and listed in June of 2009. In 2003, the brand turned its gaze to the global market, carving out a global marketing strategy which included sponsoring the Swedish Olympic curling team, as well as other athletes from around the globe. . Vice General Manager Wang Jiabi was kind enough to give China.org.cn reporters a guided tour of the enterprise's first-rate production community, from the cafeteria catering to employees from across the nation, to the library and showrooms. All facilities feature an up-to-date design, prioritizing comfort and functionality, two words which embody the brand's image. The company currently employs some 5,000 workers. 2012 proved to be a difficult year for the overall garment industry, with 361's net profit dropping 37.6%, standing at 707.2 million yuan on a turnover of 4.95 billion yuan.

Another big player on the Chinese market aiming its arrows at the international stage is leading menswear brand Septwolves (七匹狼). Based in Fujian Province, the brand was registered in 1990, altered its garment business in 2000 and in 2004 was listed on the Shenzhen Stock Exchange. The brand has previously had endorsement or sponsorship deals with the world-renowned Spanish football club Real Madrid as well as Taiwanese singer songwriter Chyi Chin. Hiring celebrities to promote a brand is an often-used strategy to guarantee a brand's maximum exposure. The brand's 2012/ 2013 collections, under the creative direction of French designer Daniel Faret, star four of China's leading on-screen men as its face, including Zhang Hanyu.

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