The Way Of Success

Focus on quality: to build "China's first leisure brand", "we succeed because we attach great importance to quality."

Lin Rongzhou, chairman of the wood Lin Sen, has revealed the true meaning of the company's extraordinary development.

Since the founding of the company, the decision-makers of the enterprise have regarded the quality of the product as the life of the enterprise's development.

Persisting in technological innovation and development, Seiko and fine quality, sincere service for the market, improving quality and increasing efficiency. All funds and resources are invested on the basis of long-term development strategy, so as to be scientific and innovative.

First, in the production process, strict implementation of standardized management: the implementation of unified product standards and process technology standards; centralized and procurement of raw and auxiliary materials and quality inspection; strict implementation of the finished product inspection and sampling inspection standards; unremitting implementation of customer feedback system.

Secondly, we should establish strict quality assurance system.

The company adopts the ISO9001:2000 quality management system in quality management, adopts the ISO14000:1996 environmental management system in environmental management, and establishes a strict and perfect management manual, which is strictly controlled according to the quality management and environmental protection requirements in the production process.

Ensure the reliability and stability of the quality, so that the qualified rate of the product is 99.8%, exceeding the standard set by the state.

Third, Mu Lin Sen pays attention to the cultivation of follow-up forces.

Talent is the resource that the company attaches great importance to. The director of the brand told reporters that every year, the company will train a large number of young people to prevent the phenomenon of faults, and sign formal labor contracts, and reserve a large number of design talents. 70% of the products are designed and developed by themselves.

At the same time, in order to ensure product quality, the company will prepare materials ahead of schedule and produce on time.

He believes that the most important thing in doing business is honesty, and the quality of technology and products must be grasped.

At the same time, he is also committed to creating a brand image of "natural leisure".

In the increasingly obvious trend of homogeneity of domestic casual shoes, how to break through in homogenization, Mu Linsen has provided successful experience for domestic brands.

That is to create the brand's own value orientation. At the beginning of the wood business, he positioned the brand at the height of "nature and leisure".

In May this year, the first "6S concept flagship store" was opened in Quanzhou. With the positioning of "harmony, success, business, identity, natural leisure and service", the best interpretation of Mu Lin Sen's brand positioning is made.

The homogeneity of the casual footwear industry is beginning to highlight after the homogeneity of different brands of products in Fujian.

How to maintain market advantage in the trend of homogenization?

It is a severe problem faced by many shoe enterprises in Fujian. How to break through in homogenization, Mu Linsen has provided successful experience for domestic brands.

The rise of Mun Lin Sen is undoubtedly relying on the unique conditions of Quanzhou. As we all know, the footwear industry is the main pillar industry in Quanzhou. According to incomplete statistics, there are more than 3000 shoe making enterprises in Quanzhou, with an annual output value of more than 10 million yuan and more than 1000 employees, about 500000 employees.

From the early stage of OEM for foreign brands, and from small private processing to gradually realizing the value of private brands, instead of building their own brands.

After more than ten years of development, the footwear industry in Quanzhou has developed greatly and has formed its superior industrial advantages.

In the field of leather shoes manufacturing, we have cultivated such brands as "Mu Lin Sen", "rich birds" and "fast star", which have become the genuine shoes capital of China.

As the international dress tends to be "casual" and "comfortable", people in many countries like simple and casual dress. Fashion and leisure are synonymous with global fashion.

The international casual wear and footwear market is in a period of rapid development, and is also in the stage of rapid growth. Regional characteristics are particularly evident.

Objectively speaking, although the domestic casual leather shoes start with the domestic sports shoes at the same time, but because of the limitation of capital scale and marketing environment, there is no big climate. Until 2000, under the guidance of the international brands such as its ECCO, hush, and so on, the domestic casual leather shoes stand out from the leather shoes, and stand on their own in the market and grow gradually.

Casual leather shoes are different from sports shoes or formal shoes. "Fashion" and "comfort" are the key to win the market for casual leather shoes.

The philosophy of survival is to change and persist in the pursuit of survival and development, and having a market is more important than having a factory.

Lin Rongzhou, chairman of the wood Lin Sen, is well versed in the way of enterprise development.

Flexibility and diversity in development and sales are also important reasons for success.

According to statistics, Mu Lin Sen has agents and distributors in 32 provinces and cities nationwide, and has established marketing companies in the United States, the Middle East, Philippines, South Korea and France, thus forming a domestic and foreign sales network system to seize the commanding heights of the market.

Sales network construction has effectively matched the company's market development strategy, so that the sales volume and market share of Mu Lin Sen products have been continuously improved. The company has become the largest leisure shoe production base in the country, and the sales of casual leather shoes rank the first in the country.

In addition, "wooden forest" brand casual leather shoes store was officially opened in New York, early in the United States. Because of its high popularity in the country, he has a good reputation in the Chinese circle. The shoe is designed with the theme of "natural leisure", and it is integrated into the European and American fashion in traditional Chinese handicraft, which is in line with the American rough and comfortable leisure style, and is gradually recognized by Americans.

The perfect channel is undoubtedly the basic point of success.

At the same time, Mr. Mu Lin Sen constantly seeks to break through himself. It is understood that "the first 6S flagship store" of "Mu Lin Sen" is about to open in Quanzhou in May. At the same time, in order to acknowledge the love of consumers, it is expected to hold a large-scale promotional activity of "2-1-6-8, sharing joy with you" during the May 1st period.

At that time, anyone who is born in February 1st or in June 8th, who is born in 1984 or 1968, can get a "holiday gift" worth 10 or 20 yuan if he buys a pair of leather shoes.

In order to mobilize the enthusiasm of consumers, he took part in the celebration with a flexible way of promotion.

At the beginning of the founding of the company, he always adheres to the brand positioning of "natural leisure", while vigorously improving the quality of products, he also lays stress on building the brand image of the wood.

Not long ago, Mr. Mu Lin Sen, at a reception, said that after years of continuous pursuit, he has become the first step in the domestic shoe manufacturing industry.

Now, the focus of our work will be to continuously enhance the brand value of Mu Lin Sen. For this reason, Mu Lin Sen will adhere to the concept of "natural leisure" as the core, and advocate the brand concept of "natural leisure, harmony, success, identity, family affection and health", and strive to create Mu Lin Sen as "China's first leisure brand" and a world-famous leisure brand.