鹿城区地处中国浙江省东南部，是温州市的政治、经济、文化中心。鹿城始建于东晋太宁元年（公元323年），相传筑城时有白鹿衔花而过，故名鹿城。鹿城自古商贾云集，素有“东瓯名镇”之称，南宋时期诗人杨蟠就有“一片繁华海上头，从来唤作小杭州”的诗句。鹿城依山面江，城中有山有水，享有“江城如画”的美誉。鹿城1984年建区，现辖12个街道2个镇，设2个产业园区管委会，常住人口130万，是温州市的政治、经济、文化中心。经过改革开放30多年的发展，鹿城形成了以现代商贸、金融服务、时尚消费为主的时尚产业体系和以鞋革、服装、眼镜等为主要特色的轻工产业体系，并拥有遍布海内外、遍及各经济领域的世界温商网络，具备了扎实的外向型经济发展基础。近年来，鹿城已经驶入快速发展轨道，对外开放步伐加快，国际交流不断扩大，已崛起为中国东南沿海的开放新高地，是中国东南最具活力的地区之一。2015年，鹿城区实现出口总额共计51.1亿美元（鹿城区本级外贸企业出口33.2亿美元，属地鹿城的外贸企业出口17.9亿美元）。其中，鞋类出口25.5亿美元，占全区出口总额的50%，约占全国鞋类出口总额的5.7%。目前，鞋产业已发展为鹿城第一大传统支柱产业，“中国鞋都”影响力不断增强，产业链不断发育成长，鹿城已成为全国鞋类产品的主产区和重要出口基地之一。
Lucheng District is situated in the southeast of Zhejiang Province, China, and it is the political, economic and cultural center of Wenzhou City. Lucheng was originally built in the first year of Taining in the eastern Jin Dynasty (323 AD). Legend has it that when the city was being built, white deer passed by with flowers in its mouth, and therefore, the city was named Lucheng (City of Deer). Lucheng has been a place where a large number of businessmen would gather since ancient times, and is usually reputed as a “Famous Town of Eastern Ou”. Poet Yang Pan in the Southern Song Dynasty had a poem chanting Lucheng as: “a Bustling City Bordering the Sea and a Little Hangzhou”. Nestling under the mountain and facing the river, Lucheng is reputed as a “Picturesque River City”. As the political, economic and cultural center of Wenzhou City, Lucheng District was built in 1984, with 12 streets and 2 towns under its jurisdiction. It has 2 industrial park management committees and a permanent population of 1.3 million. After more than 30 years of development since the reform and opening up, Lucheng has formed a fashion industry system dominated by modern commerce and trade, financial services, fashion consumption and light industry system dominated by shoe leather, garments and glasses. It has also possessed an international Wenzhou business network covering different places around the world and all economic fields and has had a solid foundation for export-oriented economic development. In recent years, Lucheng has stepped into a rapid development stage. With its opening to the outside world accelerated, international communication expanded continuously, it has risen to new opening heights in southeast coastal region of China and has become one of the most vigorous regions in southeast China. In 2015, Lucheng District achieved a total export volume of 5.11 billion dollars (3.32 billion dollars of export from foreign trade enterprises in Lucheng District and 1.79 billon dollars of export from foreign trade enterprises in places under the jurisdiction of Lucheng), including 2.55 billon dollars of shoes export, 50% of total export volume in the district and about 5.7% of total shoes export in China. Now, shoe industry has become the largest traditional pillar industry of Lucheng. With the influence of “China’s City of Shoes” and the industrial chain growing continuously, Lucheng has become one of the main producing areas and important export bases of shoes products in China.
出口规模大
Large scale of export
鹿城拥有约25亿美元的鞋产品年出口额，6.5平方公里的国家级产业园区，100多万方的专业市场，2000多家鞋类生产企业，1700多家外贸公司、6.4万的从业人员。
Lucheng has an annual shoes export volume of about 2.5 billion dollars, 6.5km2 national industrial park, over 1,000,000m2 professional market, 2,000 shoes manufacturing enterprises, 1,700 foreign trade companies and 64,000 practitioners.
示范基础实
Solid demonstration foundation
2011年，鹿城获国家商务部批准成为全国首批“国家外贸转型升级专业型示范基地”。同年获 “中国鞋类出口基地”称号。2015年，获批“国家级出口鞋类质量安全示范区”， 获准筹建“全国制鞋产业知名品牌示范区”。
In 2011, Lucheng was designated as “national professional demonstration base for foreign trade transformation and upgrading” by the Ministry of Commerce of the People’s Republic of China. In the same year, it was honored as “China’s Shoes Export Base”. In 2015, it was designated as “National Exported Shoes Quality Safety Demonstration Zone” and was approved to construct the “National Demonstration Zone for Renowned Brand in Shoes Manufacturing Industry”.
品牌集聚度高
High brand agglomeration degree
拥有中国出口名牌3个，中国名牌产品6个，中国驰名商标82枚，中国出口商品免验3个，浙江名牌48个，浙江出口名牌10个、浙江省著名商标37个，温州市出口名牌30个，自主品牌占全区出口总额30%。全国质量奖1个，省政府质量奖1个，市长质量奖1个。7家全国出口质量安全示范企业。
Lucheng has 3 Chinese famous export brands, 6 Chinese famous brand products, 82 Chinese famous trademarks, 3 Chinese export products exempted from examination, 48 Zhejiang famous brands, 10 Zhejiang famous export brands, 37 Zhejiang famous trademarks, and 30 Wenzhou famous export brands. The export of its independent brands takes up 30% of the gross export in the district. Lucheng has won 1 national quality award, 1 provincial government quality award and 1 mayor quality award, and has possessed 7 national export quality and safety demonstration enterprises.
技改程度高
High technical transformation degree
2015年全区技改投资达7.4亿元，占工业性投资总额的82.6%。康奈集团生产流水线设备自动化项目列入2014年浙江省“机器换人”百项示范项目计划。巨一集团已经对100道制鞋工序中的30%实现了自动化生产。
In 2015, investment in technical transformation in the district reached RMB740 million, accounting for 82.6% of the total industrial investment. Production line equipment automation project of KANGNAI GROUP was listed among the one hundred demonstration projects of “Machine Substitution” in Zhejiang Province in 2014. JUYI GROUP has realized automated production in 30% of the 100 shoemaking procedures.
出口模式新
New export pattern
鹿城区率先成立温州市首家跨境电商协会，率先启动建设温州首家跨境电子商务产业园，率先谋划温州跨境电商海外仓储体系，率先推出温州首家本土外贸综合服务平台“温州外贸通”，目前正积极申报全国第三批市场采购贸易方式试点。
Lucheng District established Wenzhou City’s first Cross-border E-Commerce Association, started the construction of Wenzhou City’s first cross-border E-commerce industrial park, schemed Wenzhou City’s first overseas warehousing system for cross-border E-commerce and launched Wenzhou City’s first local comprehensive foreign trade service platform “Wenzhou Foreign Trade Platform”. Now it is ambitiously applying for becoming one of the third batch of pilots for executing the trade mode of market procurement.
鹿城区力争通过外贸转型发展，到2018年实现外贸总量稳定增长，较2015年增长10%以上，培育进出口规模超1亿美元的龙头企业2家，进出口规模超5000万美元的重点企业8家。
Lucheng strives to realize stable growth of total foreign trade volume by 2018, with an increase by over 10% compared with that in 2015, develop 2 leading enterprises with the import and export volume exceeding 100 million dollars and 8 key enterprises with the import and export volume exceeding 50 million dollars, through the transformation of foreign trade.
外贸出口额方面
Foreign trade export volume
2016年，全区（鹿城区本级）实现出口额33.2亿美元，出口保持适度增长；2017年，全区（鹿城区本级）实现出口额34.1亿美元，出口增幅3%；2018年，全区（鹿城区本级）实现出口额36.4亿美元，出口增幅7%。
Lucheng District strives to reach an export volume of 3.32 billion dollars with a moderate export growth in 2016; an export volume of 3.41 billion dollars with an export growth of 3% in 2017; an export volume of 3.64 billion dollars with an export of 7% in 2018.
特色产业方面
Characteristic industry
做强特色出口产业，鞋类等传统特色优势产品出口总额占全区外贸出口总额60%以上，高附加值产品出口比重显著提升。提升“中国鞋都”品牌知名度，培育若干在国际具有较强竞争优势的自主知识品牌产品，创成15个省级出口名牌产品，进一步深化国家级出口鞋类质量安全示范区建设，争取创成“全国制鞋产业知名品牌示范区”。
Lucheng District strives to strengthen its characteristic export industry, increase the total export volume of traditional characteristic and superior products like shoe industry to over 60% of the total foreign trade export volume in Lucheng District and significantly improve the export proportion of high value-added products. Lucheng District also strives to improve the brand awareness of “China’s City of Shoes”, develop brand products with independent intellectual property rights and strong competitiveness advantages in the world, create 15 provincial famous export products, and further deepen the construction of national export shoes quality safety demonstration zone to establish the “National Demonstration Zone for Renowned Brand in Shoes Manufacturing Industry”.
发展模式方面
Development pattern
对传统市场出口保持良好的增长态势，积极拓展新兴市场，新兴市场占全区出口总额比重提升到35%以上。外贸出口商品结构进一步优化，外贸进口进一步扩大，进口市场培育取得显著成效，建成进口商品直销市场及贸易总部大楼。建立转型升级创新机制，完善出口贸易模式。建立综合信息服务平台1个，省级设计研发中心1-2家，培育外贸综合服务企业1-2家，建成跨境电商产业园1家。加强外贸复合型人才和本地产业工人的培养。依托中津先进科技研究院，建立温州对外贸易大数据研究中心，通过大数据分析，在产业趋势、产品研发、国际营销等方面加强对企业的智力支撑和技术服务。引入博士人才10人以上。
Lucheng District strives to maintain a good growth trend for traditional market export, vigorously expands emerging market and increase the proportion of emerging market export to over 35% in total export volume of Lucheng District; further optimizes the structure of export commodities, expands import volume, achieves remarkable results in developing import market and builds up direct selling market for import commodities and trade headquarters; establishes transformation, upgrading and innovation mechanisms, improves export trade pattern; establishes 1 comprehensive information service platform, and 1-2 provincial design R&D centers, develops 1-2 comprehensive foreign trade service enterprises and builds up 1 cross-border E-commerce industrial park; enhances the cultivation of interdisciplinary talents in foreign trade and local industrial workers; establishes big data research center for Wenzhou foreign trade by relying on Newford Research Institute of Advanced Technology, strengthens intellectual support and technical service for enterprises in aspects such as the industrial trend, product R&D and international marketing, and introduces in more than 10 doctoral talents.
鹿城区将通过加大品牌培育、加大科技创新、创新营销模式、进出口联动、探索市场采购、加强平台建设等举措推进鹿城外贸转型升级。
Lucheng District will boost the transformation and upgrading of foreign trade in Lucheng by strengthening the brand development, scientific and technological innovation, innovative marketing pattern, interlinking import and export, exploring market procurement, and enhancing platform construction, etc..
加强品牌培育，加快发展自主品牌
Strengthen brand development and accelerate development of independent brands
发挥企业主体作用，做强做大品牌。深入实施“质量强区”战略，继续深化国家级出口鞋类质量安全示范区建设，争取建成“全国制鞋产业知名品牌示范区”。加快推进康奈创建世界知名品牌步伐，力促巨一、泰马、太阳神等企业发展自主品牌。
Lucheng District strives to encourage enterprises to give full play to their subjective role and create big and strong brands; further implements the strategy of “strengthening the district by quality”, continues to deepen the construction of national export shoes quality safety demonstration zone, and strives to build up the “Demonstration Zone for Renowned Brand in Shoemaking Industry”; drives KANGNAI to create a world renowned brand and drives enterprises like JUYI, TAIMA, TAIYANGSHEN to develop their independent brands.
加大科技创新，积极实施机器换人
Strengthen scientific and technological innovation and implement “Machine Substitution” vigorously
鼓励企业加大技术改造力度，支持企业实施“机器换人”，不断提升自动化、信息化水平，努力实现机械制造、智能智造、绿色智造和安全智造，2016年争取创成省级皮鞋“机器换人”示范区。支持中胤公司等企业申报国家和省级企业技术研发中心，依托温州中津先进科技研究院等科研机构和大专院校，引导企业加强信息化、工业化融合，加强高端人才引进和培育。
Lucheng District strives to encourage enterprises to enhance technical transformation, supports enterprises to implement the “machine substitution”, constantly improves automation and information technology level and strives to realize mechanical manufacturing, intelligent manufacturing, green manufacturing and safe manufacturing and successfully create a provincial demonstration zone for machine substitution in shoemaking in 2016. Lucheng District will also support Zoenn Group and other enterprises to apply for establishing national and provincial enterprise technology R&D center, guide enterprises to enhance the integration of informatization and industrialization and strengthen the introduction and cultivation of top talents by relying on Wenzhou Newford Research Institute of Advanced Technology and other scientific research institutions, universities and colleges.
发展跨境电商，推动营销模式创新
Develop cross-border E-commerce and drive the innovation of marketing pattern
结合鹿城地方经济特点和产业特点，加快温州（鹿城）跨境电子商务产业园建设。鼓励鹿城企业建立海外仓储基地，加强境外配送等支撑业务发展，力争建成各类海外仓200个。加快融入国家“一带一路”战略，加强对“一带一路”沿线国家和新兴市场的培育和开拓。
Lucheng District strives to accelerate the construction of Wenzhou (Lucheng) cross-border E-commerce industrial park after considering local economic characteristics and industrial characteristics of Lucheng; encourages Lucheng enterprises to build an overseas warehousing base, enhance overseas distribution to support business development and strive to build up 200 overseas warehouses; accelerates the integration of the national strategy of “One Belt and One Road” and enhances the development and expansion of countries and emerging markets along “One Belt and One Road”.
发展进口贸易，实现进出口联动
Develop import trade and realize the interlinking of import and export
充分利用温商、侨商资源，积极进行进口贸易的战略布局，大力发展进口贸易。依托温州海港和空港区位优势，积极打造温州进口商品直销市场，市场一期已于2016年上半年开业，市场二、三期将于2017年建成。在中国鞋都、温州进口商品直销市场等市场集聚区实行一并进出口，联动推进进出口贸易。
Lucheng District will strive to make full use of Wenzhou businessmen and overseas Chinese businessmen resources, vigorously make strategic arrangement for import trade and develop import trade; vigorously create Wenzhou direct selling market for import commodities by relying on the advantages of sea port and air port in Wenzhou. Phase I Market was opened in the first half of 2016, and Phase II and III Market will be built up in 2017. Lucheng District will also strive to execute combined import and export in market agglomeration like China’s City of Shoes, and Wenzhou direct selling market for import commodities to boost import and export trade
深化体制改革，创新外贸出口模式
Deepen institutional reform and innovate foreign trade export pattern
充分借鉴义乌、海宁两地实施市场采购贸易方式的综合管理经验，全力推动具有鹿城产业优势和贸易特色的市场采购贸易方式落地。着力做好综合管理机制建设、公共服务平台建设、市场采购商品认定体系建设等工作，加快市场采购海关监管场站、进口商品海关监管仓、检验检疫仓建设。
Lucheng District will make full use of the comprehensive management experience of Yiwu and Haining in the implementation of market procurement, to boost the implementation of market procurement with Lucheng industrial advantages and trade characteristics; exert efforts to well carry out the construction of comprehensive management mechanism, public service platform and market procurement commodity accreditation system and accelerate the construction of customs supervision station for market procurement, customs supervision warehouse, inspection and quarantine warehouse for import commodities.
强化公共服务，加强平台建设
Strengthen public services and enhance platform building
加快健全以企业为主体，市场为导向，由政府部门、社会服务机构及大专院校、科研单位共同组成鞋业产业创新服务平台。加快培育外贸综合服务企业，重点支持温州外贸通平台建设。推动外贸综合信息服务平台建设，完善面向企业、专业市场的信息化服务平台。
Lucheng District will accelerate the improvement of enterprise-centered and market-oriented system and the establishment of innovative service platform for shoes industry by government departments, social service organizations, universities and colleges, scientific research institutions; accelerate the development of comprehensive foreign trade service enterprises, support the construction of Wenzhou Foreign Trade Communication Platform, boost the construction of comprehensive foreign trade information service platform, and improve enterprise and professional market-oriented information technology service platform.
同时，鹿城区选取八个试点项目作为鹿城外贸转型升级的重点工程，分别是康奈集团自主品牌项目、巨一集团机器换人项目、温州进口商品直销市场及贸易总部大楼、温州（鹿城）跨境电商产业园、“温州外贸通”外贸综合服务平台、市场采购贸易信息服务平台、中胤集团省级工业设计中心、温州中津先进科技研究院，涵盖自主品牌、技术创新、综合平台、跨境电商、产业技改、总部经济、综合信息服务平台、人才培育八个大类，实现典型引路，以点带面。
Meanwhile, Lucheng District has selected eight pilot projects as key projects of Lucheng to transform and upgrade its foreign trade. The projects are the independent brand project of KANGNAI GROUP, machine substitution project of JUYI Group, direct selling market of Wenzhou import commodities and trade headquarters, Wenzhou (Lucheng) cross-border E-commerce industrial park, “Wenzhou Foreign Trade Communication” comprehensive foreign trade service platform, market procurement trade information service platform, provincial industrial design center of Zoenn Group, Wenzhou Newford Research Institute of Advanced Technology, covering 8 fields including independent brand, technological innovation, comprehensive platform, cross-border E-commerce, industrial technical innovation, headquarters economy, comprehensive information service platform and talent cultivation. Lucheng District strives to realize development under the guidance of typical projects and promote work by drawing upon the experience gained on key projects.
鹿城将借助温州改革开放的整体品牌效应，将外贸转型发展与鹿城特色产业优势、温商侨商优势相结合，推动产业创新、品牌建设、研发营销，创新“总部经济”“自主品牌”“进出口贸易联动”“跨境电子商务”“市场采购”等新型外贸模式，为外贸转型发展找到顶层设计和基层实践的最佳结合点，积累可复制、可推广的成熟经验和做法，在全国树立外贸转型升级的标杆。
By relying on the overall brand effects after the reform and opening up in Wenzhou, Lucheng District will combine the transformation of foreign trade with the characteristic industrial advantages of Lucheng and the advantages of Wenzhou businessmen and overseas businessmen, to promote the industrial innovation, brand construction, R&D and marketing, innovate new foreign trade patterns including “headquarters economy”, “independent brand”, “import and export trade interlinking”, “cross-border E-commerce” and “market procurement”, find out the best point to combine design at top level and practice at basic level for the transformation of foreign trade, and accumulate mature experience and practices that can be reproduced and promoted, so as to set up a benchmark for the transformation and upgrading of foreign trade in China.
