Colls: Shoe Clone Storm Makes Famous Brand.

Leng Xuegang's leather shoes, which are now 300 thousand pairs, have become the leading brand of Chongqing footwear industry.

One day in 1988, the cold and snow office phone rang continuously. All the news was bad news: tens of thousands of pairs of leather shoes were all taken off the cabinet and sealed up by the industry and Commerce Department.

He is the director of the eight Bridge shoe factory, which has just been founded for a year. At the age of 24, the cold shoulder is running cold.

Originally, the leather shoes they produced at that time were the clone version of the American leather shoes brand "old man's head". American companies believed that they had infringed their trademark rights. The industrial and commercial departments would seal all the leather shoes of the cold snow shoes factory which were sold in hundreds of shops and groups.

Cold snow just ignorant: learning other people's style to make leather shoes, is it also illegal?

In the case of tort, a new trademark, such as "Tsun tsan", has caused a serious infringement.

"In the 80s of last century, almost all of Chongqing's leather shoes were counterfeiting imported leather shoes, and what brand and trademark awareness were there? There was no concept of infringement on the two words."

Leng Xuegang recalls.

As a result, he consulted the trademark office before he discovered that his original product cloned foreign brands was called infringement, and even if he was unlucky, he could lose ten million.

"A registered trademark must be registered."

The Trademark Office reminded him.

When he came back from the office, he began to gather several technical backbone of the factory to study the name.

"The eight bridge is no good. The name is too earthy. No one likes it!"

"Names should be fashionable and fashionable."

Even a few names were rejected by cold snow. He finally thought, "do leather shoes go on the ground, do they not" click "?

Take homophonic sounds, called "Ke Shi Shi".

Fortunately, the Americans stopped looking after the infringement.

Soon, all new designs and replacement of the new trademark "Ke Er Shi" leather shoes were unveiled at the major shopping malls.

I did not think that such a temporary finalized "Ke Er Shi" was a leading brand of leather shoes in Chongqing.

When he sold his motorcycle to run a shoe factory, he recalled that he had just started a shoe factory.

"I worked as a worker in the Dadukou Shuang Shan leather shoes factory when I was 18 years old. I worked for 5 years, and I was the deputy director of supply and marketing from the workers."

In 1987, he decided to go out and do it alone.

"At least twenty thousand or thirty thousand yuan for a shoe factory. I was only paid dozens of dollars at that time. How can it be enough?"

Leng Xuegang had to scrape together to find someone to borrow, and finally sold the most beloved motorcycle for 3000 yuan to collect venture capital and rent a 80 square meter factory in eight bridges of Dadukou.

He told reporters that he had paid for a pair of imported leather shoes and went back to the factory for research. He found that all the leather materials used for imported shoes were the best cowhide. By virtue of his previous experience in running and supplying and selling, he knew that there was only such goods in Guangzhou.

"In order to find a qualified imported leather, I took a hard seat train for three days to go to Guangzhou, and I had to run three times a month because of insufficient funds."

Such a situation has quickly reversed in second years.

On the first appearance of the leather shoes, the price of 98 yuan / double was the highest price of leather shoes in Chongqing.

At that time, the average wage of ordinary workers was less than 20 yuan per month.

"I realized the importance of brand. Dealers in Guizhou, Xi'an and other places ran to grab goods and even fight in the factory."

When he tasted the brand of sweet snow, he suddenly found himself earning 500 thousand yuan a year.

A popular doggerel at that time could explain the fame of COS: "the rich people's Congress is different, the gold watch on their hands is worn by the people at the foot."

In the mid 90s of last century, cold snow gang had become a leather shoe collector.

He does not buy imported leather shoes locally, but flies to Italy, Japan, France and other countries every year. Every time they buy back ten pairs of top leather shoes, they are estimated to be nearly 1000 pairs.

"The most expensive pair of leather shoes is the Italy iron lion Tony card, which cost me 9600 yuan."

He recalled.

But buying shoes is not for wearing or furnishings, but for dismantled.

"Every pair of leather shoes that I have not kept in my hands for a whole month, and their shape, foot shape and design have become my main purpose."

Leng Xuegang said.

"Copying style is not a long way to go. We must think and change."

Leng Xuegang thinks.

To this end, he spent 1 million 800 thousand yuan on his annual salary. He invited 1 senior designers in Italy for 1 years.

By 1996, he spent more than ten million yuan to introduce two leather shoes production lines from Italy.

At present, the company has launched more than 500 new models every year, with an annual output of 300 thousand pairs.