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Jin Shoe Enterprises "Foot Down" To Break Through The Traditional Mode And Take The Brand Line.

2008/10/28 0:00:00 123

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在晉江，布鞋的產(chǎn)生早于運動鞋，然而經(jīng)過幾十年的發(fā)展，并沒有形成具有行業(yè)標(biāo)志性的品牌。眾多涉水布鞋行業(yè)的企業(yè)因市場的不斷變化而紛紛沒落。但晉江遠(yuǎn)通鞋業(yè)憑借著對布鞋行業(yè)的執(zhí)著和獨特的品牌經(jīng)營之道，在布鞋行業(yè)中走出一條獨具特色的品牌之路。

堅持就是勝利

二十世紀(jì)九十年代初，遠(yuǎn)通鞋業(yè)有限公司成立，主要生產(chǎn)布鞋，以國外市場為主。1999年，遠(yuǎn)通鞋業(yè)將市場轉(zhuǎn)向國內(nèi)并創(chuàng)立了“足下登”品牌，致力打造中國布鞋第一品牌。

20世紀(jì)90年代，布鞋占據(jù)著大部分鞋業(yè)市場份額，解放、雙星、飛躍等都是大家耳熟能詳?shù)牟夹放啤?0世紀(jì)末21世紀(jì)初，隨著運動鞋的興起，布鞋的市場慢慢縮減。雖然如此，足下登并沒有因運動鞋市場的興旺而退縮或轉(zhuǎn)型。2001—2003年，遠(yuǎn)通鞋業(yè)憑借其精湛的工藝為知名鞋企代工生產(chǎn)。

但從2004年起，足下登放棄代工，專心于產(chǎn)品的研發(fā)和自有品牌形象的提升。“遠(yuǎn)通鞋業(yè)自創(chuàng)辦以來一直專注于布鞋領(lǐng)域。因此，不管市場如何變化，作為專業(yè)的布鞋生產(chǎn)制造商，我們將一直堅持對布鞋的研發(fā)和生產(chǎn)。”遠(yuǎn)通鞋業(yè)有限公司總經(jīng)理李華偉說。經(jīng)過十幾年的風(fēng)風(fēng)雨雨，證明足下登的不懈堅持造就了今天在布鞋行業(yè)不可代替的地位。

得民心者得市場

縱觀歷史，唐太宗李世民因得民心而鑄造了大唐盛世；中國共產(chǎn)黨也因廣得民心，以小米加步槍戰(zhàn)勝了國民黨的洋槍大炮。正所謂“得民心者得天下” 。

同樣，足下登以“得民心”在布鞋市場占有舉足輕重的地位。也許會有人疑惑，得民心何以得市場？讓我們來看看足下登是如何用民心贏得市場。

李華偉眼中的“民心”指的是員工的忠誠、代理商的支持、消費者的信賴。據(jù)他介紹，在遠(yuǎn)通鞋業(yè)工齡達(dá)到20年的老員工比比皆是，今年年初困擾眾多企業(yè)的招工難現(xiàn)象也沒有出現(xiàn)在遠(yuǎn)通鞋業(yè)。

“員工是產(chǎn)品的第一消費者。產(chǎn)品是由員工生產(chǎn)出來的，因此第一個見到產(chǎn)品的不是代理商，不是消費者而是生產(chǎn)者。倘若員工對自己所生產(chǎn)的產(chǎn)品不滿意，就更不用說代理商和消費者了。

而要想員工盡心盡力為企業(yè)生產(chǎn)合格的產(chǎn)品就必須增強(qiáng)員工對企業(yè)對品牌的忠誠度。”也正是因為遠(yuǎn)通鞋業(yè)對員工無微不至的關(guān)懷和體恤，造就了遠(yuǎn)通向心力極強(qiáng)的團(tuán)隊。

產(chǎn)品得到保證后自然會得到代理商的支持和消費者的信賴。而代理商的支持對足下登渠道建設(shè)起到了舉足輕重的作用，渠道的穩(wěn)固也在無形中確保了市場的穩(wěn)固。另一方面上，消費者對品質(zhì)的信賴擴(kuò)大了足下登品牌的認(rèn)可度，使足下登在國內(nèi)布鞋市場中占有穩(wěn)定的市場份額

Non Jinjiang mode of Jinjiang Enterprises

Li Huawei is a native of Jinjiang and has chosen a non Jinjiang mode in terms of enterprise operation and brand promotion.

Since its establishment, Li Huawei has not only invited celebrity endorsements to expand brand awareness, but also has been cautious about outdoor advertisements and TV media advertisements.

Without hype, how did Ashikagashita To brand become a shining star in the shoe industry?

"Products, we have been using products to conquer consumers and start branding."

Li Huawei's strategy of conquering the market with his products made us have to explore the magic power of products.

According to Li Huawei, in 2001, Ashikagashita To completed the technological upgrading of "pull" to "last set", and made breakthrough development in tackling key technical problems.

In 2002, the technical difficulties of plastic injection molding were overcome, and the second technological revolution was completed.

The completion of these two technologies has not only brought great breakthroughs in technology to the shoe industry, but also made a firm step in the market.

In the next development, we will strengthen the publicity of the brand and expand the brand awareness and market share in Ashikagashita To's unique mode.

That is, product based, terminal wins, and create the first brand of Chinese cloth shoes.

In order to adapt to the market changes and meet the needs of consumers.

We will launch the high-end brand of "vulcanized shoes" in the spring of next year.

The launch of the Chao's brand is a promotion of Ashikagashita To's brand and a rich product of Ashikagashita To.

The take-off of the leap shoes abroad also shows that the vulcanized shoes will create a fashion feast in the shoe industry. "

Li Huawei said.

According to the introduction, Chao Xi brand will employ famous German designers to provide all-round services from design to terminal image and product marketing.

Combining the international fashion elements and the traditional elements of the country, it shows the unique brand characteristics of the Republic of Korea.

Because of the large market of cloth shoes and the few enterprises involved, cloth shoes will become a shooter's cake in the shoe industry, but Li Wei Wei is not afraid of the great competition that comes with him.

"Industry competition is actually like a 100 meter race. Only competitors can stimulate their internal potential and upgrade to a higher level."

Fierce competition will only make it more rigid in the field of cloth shoes, and further tap the brand strength of cloth shoes in the footwear industry, and draw closer to the world.