Ten Years Itch Of Chengdu Shoe Enterprises

On the morning of October 22, 2006, Li Qi, 29, returned to Sichuan for many years.

At Chengdu Railway Station, Li Qi got off the train and carried his large suitcase to the center of the city.

The shoe area in the shopping mall turned around, and he found that the origin of all kinds of shoes was written in Wenzhou, Shenzhen, Guangzhou and Dongguan.

No pair of "made in Sichuan".

Ten years ago, Li Qi went to Sichuan to work in a shoe making company in Dongguan. Now he is a senior shoe worker. After hearing the news that "East shoes are moving westward," he immediately returned from Guangdong to his hometown, hoping to find a job related to shoemaking in the vicinity of Dongguan.

Li Qi said, "I don't believe that Sichuan can't make shoes."

To be precise, Li Qi meant that he did not believe that Sichuan could not produce a global brand.

The reality is that Li Qi's words are still waiting and blessing.

An era without brands

Although the title of "Chinese women's shoes capital" was only settled in Chengdu in 2006, the footwear industry in Chengdu did not start in 2006.

Its development process is basically synchronized with China's reform and opening up.

Over the past twenty years, the footwear industry in Chengdu has witnessed the achievements of the reform, and has experienced numerous waves.

Those shoes enterprises that lived and developed on the land were not always lucky. Some of them grew up. Some of them stayed in their memories forever. Some of them still kept the pattern of more than 20 years ago, and went on hand in hand.

In the early 90s of last century, a steady stream of overseas orders played a stimulant for the shoe industry in Chengdu. Many enterprises were satisfied with this low risk and low investment mode, and acted as foundry for overseas enterprises such as Russia and Japan.

For a time, the shoe industry is rising, and there is a world of heroes.

But the low income and the risk of sustainable development hidden behind the agent are easily ignored by most enterprises.

"Market demand makes people do not have much time to think about self created brands. In the 80s and 90s of last century, the world shoe manufacturing center shifted to mainland China. Many enterprises worked overtime day and night, unable to meet the almost crazy needs of customers. Coupled with the lack of brand operation experience and strength of domestic small businesses, foundry became the choice of many shoe manufacturers in Chengdu."

Xu Bo, Secretary General of Sichuan Leather Industry Association, explained the phenomenon.

Even today, we can still see more than ten years ago in some shoe factories of Jinhua Town, Chengdu: the workshop is full of various shoe boxes, with all kinds of colorful logo printed on it, which can not see any stigma of "made in China" or "made in Chengdu".

Only those shoes and manufacturers who send them to all parts of the world understand that once they get out of Chengdu, they have nothing to do with Chengdu.

But the growth of enterprises is just like human beings. As time goes on, the age grows, and thoughts mature slowly.

From the foundry of the foundry, the owners of shoes enterprises gradually woke up from the feast of foundry.

The owners of shoe enterprises saw clearly the influence and resistance of the foundry on the development of enterprises, and saw the value of the brand, so they began to create a brand road.

It is said that brand building is not overnight. However, many shoe companies in Chengdu put forward this strategy at the beginning of their development. Even though the thorny road of growth has not been changed, this long-term goal has not been changed.

In the summary, the development is the characteristics of Chengdu shoes. Under the fierce competition from outside, after constant adjustment and reflection, the footwear industry in Chengdu has finally shown a bold and vigorous development trend, and has taken a unified and consistent step toward the branding strategy.

The rise of cam me

The footwear industry in Chengdu began in August 1995. Since its establishment, it has been committed to the development, design, production and sales of high-end fashion shoes.

The company has more than 2000 employees, and has two development and design centers and production bases in China's Guangzhou and Chengdu. There are 6 existing production lines, with an annual output of about 3 million pairs of leather shoes.

In 1996, it was a matter of life and death for many domestic shoe companies.

In those days, domestic products were backlog, competing for prices, and many shoe factories were closing down. But in the face of adversity, the company became more and more brave. Eventually, it became a Golden Phoenix in Chengdu shoe enterprises.

Today, the shoes are a set of production, development and sales of professional women's shoes export foreign exchange enterprises.

Since the start of its business, the company has made every effort to develop and promote the brand of its own footwear industry. According to different market positioning, it has successively created many brands, such as "cam me", "sunshine umbrella", "scenery line", "KMD" and "TT.TOP".

At present, China has successfully established more than 20 provincial regional agents and more than 1500 exclusive outlets in mainland China, and has stable sales channels in Southeast Asia and Europe and the United States, with sales networks in more than 20 countries and regions.

"At the beginning of the establishment of the company, fierce competition in the domestic market forced us to put our strategic vision in the overseas market. Unlike other shoe companies, we put forward branding strategies at the very beginning."

Feng Yonggang, chairman of the card industry.

In Feng Yonggang's eyes, the implementation of brand planning can enhance the strength of enterprises and enhance their international competitiveness, which is the key to the implementation of the "going global" strategy.

Under the guidance of this strategy, at the beginning of its establishment, the United States began to integrate itself with the international market and set up a long-term brand development strategy.

The chairman and general manager established a long-term incentive mechanism at the beginning of the brand building and research and development.

At the same time, the company also paid much money to provide employees with opportunities to study and study outside the city, and handled long term visas for outstanding designers in Hong Kong, Macao and Taiwan, so that they could feel the market changes frequently and intuitively.

Feng Yonggang said: "if we accumulate the company's investment in this area, we will have more than one factory on the same scale."

But we believe that the expansion of reproduction should not be an expansion of the same level, but a qualitative improvement and the establishment of an enterprise's brand image.

At this point, he has tasted sweetness.

At 10 a.m. on March 21, 2006, in the Great Hall of the people in Beijing, "the 2005 leather industry's economic performance and the real leather logo brand press conference", CAS has won the award of "China's genuine leather shoes".

Everything seems to be saying goodbye.

In Chengdu, the company is not alone, as well as its shoe makers, such as Wu Jun and others.

Compared with the successful market positioning of the company, its success lies in its excellent team.

This team not only unites internal efforts of employees, but also vigorously attracts experts and scholars from other industries.

This group of people has always focused on the development goals of the pariah group, and formed a close and cohesive combat team, and established a team that is deeply rooted in the hearts of the people and has the spirit of cooperation.

This has laid a solid foundation for the strategic vision of the brand development of the company.

At the same time, in order to build up a high quality enterprise image, strengthen quality management and enhance international reputation, the Italy branch has purchased 476 advanced shoe making equipment in countries such as Taiwan and other countries, and its annual output has increased year by year. At the same time, the company has gained international ISO9001 quality management system certification in 2003 according to the international ISO9001 quality management system.

The company has won the honorary title of "national inspection free products", "Sichuan people's confidence shoe industry" in Wuhou District market, the key footwear enterprises in Sichuan Province, the quality tracking unit of Ba Shu, and the "Ten Excellent footwear industry" brands in Western China.

It seems that starting from the name of "China's real leather", the development pattern of Chengdu shoes has gone off the "no brand" theory, and has made great strides in building the brand and increasing the throttle and expanding pace.

Although compared with the 1700 shoe companies, the number of them seems monotonous and pale, but after all, it already exists.