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China Daily, March 31. From April 18 to 21, 2017, the 19th China (Jinjiang) International Footwear and the 2nd International Sports Industry Expo will be held in Jinjiang, the "China Shoes Capital". China (Jinjiang) International Footwear Expo started in 1999, with exhibitors all over the world, a complete range of exhibits, and on-site services.

It is understood that the exhibition hall of this expo covers an area of 60,000 square meters, with a total of 2,200 international standard booths, three main exhibition areas for sporting goods, shoe textile materials, and machinery and equipment. There are more than 10 characteristic pavilions, including Industry Index Pavilion, Science and Technology Pavilion, Sports City Pavilion, and Taiwan Shoe Machinery Pavilion.

At the press conference of the expo, Zhang Wenxian, mayor of the Jinjiang Municipal People's Government, revealed that one of the highlights of this expo is its connection with the "Belt and Road" and its active integration into globalization. The expo will open the "Belt and Road" brand pavilion for the first time, bringing together enterprises from countries along the "Belt and Road" such as Vietnam, India, Bangladesh, and Uzbekistan to participate in the exhibition, and promote Jinjiang enterprises to strengthen exchanges and cooperation with Southeast Asian markets under the background of "The Belt and Road" .

It is understood that the expo has invited professional buyers and buyer groups from more than 30 countries and regions including France, Italy, Australia, Colombia, and South Africa.

As a well-known hometown of overseas Chinese in the country, Jinjiang has always been relatively outward-oriented in economic development. At present, Jinjiang has proposed the development goal of building an international innovative quality city, actively integrates into the "Belt and Road" construction, and intensifies efforts to promote open development.

Zhang Wenxian also introduced the specific aspects of how the city will promote the internationalization process.

He said that if Jinjiang wants to implement its internationalization strategy, it will first open the way with culture. Jinjiang has 3 million overseas Chinese who have traveled all over the world in 58 countries and regions. They have brought the characteristic culture of southern Fujian to the country where they live. The resources of overseas Chinese are abundant, and the advantages of overseas Chinese are obvious. In the future, Jinjiang will plan a number of cultural exchange activities and cross-border Silk Road themed tourism projects to promote people-to-people bonds and create a better environment for economic and trade cooperation.

Second, economics and trade should come first. Zhang Wenxian said, "Jinjiang's industry is mainly based on the people's livelihood manufacturing industry. Food, shoes and clothing, and paper products are all necessities for people's daily life. They are all sunrise industries. As long as they are done well, they will be available at any time. market.” Jinjiang enterprises are actively expanding the international market by taking advantage of the “Belt and Road” initiative.

For example, international exhibitions. Since last year, the shoe expo has been officially upgraded to a sports expo. The purpose is to promote the transformation and upgrading of the footwear and apparel industry, guide the cross-border integration of industries, expand the entire sports industry chain, and tap new market space. The 19th edition of this year will attract merchants from more than 30 countries and regions.

For example, international mergers and acquisitions. Zhang Wenxian said that some Jinjiang enterprises will take actions in the future, and the government will do its best to provide services in terms of policy support, information docking, and business reception.

For example, international brand building, through the implementation of brand internationalization actions, deepens brand strategy, guides enterprises to build independent international brands, and enhances international competitiveness.

Zhang Wenxian said that the government will also speed up the construction of the "Made in Jinjiang" regional brand, "let people think of Jinjiang shoes when they buy shoes, and the Jinjiang brand when they buy clothes."