Shimen Shoes Stand Out In Winter

Especially in 2008, Guangdong, Fujian and Wenzhou in Zhejiang were affected by domestic and foreign environment leather shoes The industry shrank sharply, but Shimen, Tongxiang leather shoes However, it is unique, showing a good development trend of prosperous production and marketing. Today, Shimen town has leather shoes There are more than 10 manufacturing enterprises, footwear industry The special economic income accounts for 20% of the total income of the whole town.

????? The new year is early and the recruitment is busy.

Shimen footwear industry The industry started in the 1980s, but its reputation has spread in recent years. In the memory of Zhu Yuming, the boss of the shoe factory, once upon a time, they had to travel all the way to Dongguan railway station to recruit workers with a sign. "We told people that it was a factory in Tongxiang, and that we could make 2000 yuan a month. No one believed that you were a liar. But now it won't. on the one hand, many shoe factories doing foreign trade there have closed down, and the labor force has surplus. "

On the other hand, Shimen leather shoes In recent years, it is famous for women's shoes, and its production and sales are booming, which benefits from the road of creating its own brand. In 2001, there were only 23 enterprises engaged in leather shoes production in Shimen Town, with 1200 employees and an annual production capacity of 3 million pairs. Seven years on, these figures have been updated to nearly 200, more than 8000 people and 10 million pairs. Today, the whole town has leather shoes There are more than 10 enterprises above the manufacturing scale, and the special economic income of shoe industry accounts for 20% of the total income of the whole town.

????? Benefit from the tradition of domestic sales

Zhu Yuming once thought about foreign trade last year, but at the beginning of 2008, he completely gave up the idea: foreign sales are not familiar with, and the recession is bad, so domestic sales will not lose at least. Similar to Zhu Yuming's case, most shoe factories in Shimen have traditionally focused on domestic sales. "Now, we can complete part of the recruitment online, and the salary is better than that in Guangdong. The average worker can always get an annual salary of 25000, and once a month, he never defaults on his salary. He arranges dormitories, has air-conditioned TV, and sends you home during the new year. " Zhu said.

In the early days of reform and opening up, there were a large number of them leather shoes The products are famous for their handicrafts and genuine leather. "In the best years, it's often that even the factory director doesn't know how much money he's made." Said Zhong Hongxing, chairman of the company.

Around 1996, Zhong Hongxing's General Factory of Lamb Leather shoes had an annual income of 3 million yuan, but there were no more than 600 employees. Township enterprises of similar scale were once popular here. At that time, the largest leather shoes enterprise in Tongxiang was Zujia group. In 1990, Zujia chose the place for the new product launch, and finally selected the Great Hall of the people in Beijing. These newly rich bosses often spend a lot of money. Throughout Jiaxing, there is a legend that a boss bought the whole cabinet of clocks and watches in Beijing.

Zhong Hongxing is a lamb leather shoes Before and after 1998, due to the mechanism, a large number of township enterprises closed down. Of course, the General Factory of lamb shoes was not spared. In an era when sales were more important than technology, Zhong Hongxing firmly believed that as long as there were products, they could be sold. So he found five or six people and set up his own factory.

At first, his small factory could only make 40 pairs a day. He rode a half hour motorcycle to Chongfu in the morning, and then took an hour and a half of a minibus to Hangzhou. Although it was hard work, he could earn 300 to 500 yuan a day.

In the memory of many Shimen owners, there is really no faster era than this expansion. A year and a half later, Zhong's small factory expanded to 20 people and began to develop in Shanghai. It is a bigger market. There are only a few small shopping malls in Hangzhou, but there are many in Shanghai. Zhong Hongxing sent 100 pairs of shoes to the great difference shoe store on Nanjing Road, which could be sold out in one or two days. In this case, Zhong's business obviously began to tilt to Shanghai. Among the 200 pairs of leather shoes he produced a day, nearly 150 pairs were sent to Shanghai.

Until around 2002, such small shopping malls encountered a wave of closure. When later Hangzhou people had no idea what kind of store xiaoluzong was, shoe owners in Shimen had begun to develop to the Central Plains and northeast markets. This is the rise of big brands like Baili and Qianbaidu. They have become the imitators of Shimen people.

The northern market has opened up the vision of Shimen people. In 2004, Zhong Hongxing got a loan from the bank for the first time. Tongxiang rural credit cooperative lent him 500000 yuan, and his output jumped to 1000 pairs. "We have also considered doing foreign trade. But I think Baili and Qianbaidu can only do the domestic market, so I think we can. "

They often go out to the market to understand the market dynamics. Zhong Hongxing said: "Shandong people's feet are bigger, Shanxi people's feet are smaller, northeast people like big red and big green, and Jiangnan people like low-key colors. Only by understanding the market requirements can we make different shoes according to different characteristics. " Therefore, "Sundance" will launch more than 3000 kinds of leather shoes every year to adapt to different consumer groups and the market.

From Hangzhou to Shanghai, then to Central Plains and Northeast China, Shimen people are good at playing the domestic market, which is the important foundation for Shimen shoe industry to stand firm when the foreign trade crisis comes.

???? Break the OEM inertia

From 1993 to 1995, Zhu Yuming was employed as the sales manager of a shoe factory in Suzhou. "At that time, I found that no one wanted the shoes with a price of 500 yuan in Yansha. At least, no one wanted them until they were marked at 1500 yuan. This is the value of the brand."

At that time, the cost of making a pair of shoes in Zhu Yuming's factory was about 60 yuan, and the ex factory price was 130 yuan, which was more than 1000 yuan in Yansha, but the factory only got about 200 yuan. In a retail store like Yansha, you can make money by selling one pair of three pairs of shoes. However, it is a long process from realizing the brand value to changing the OEM inertia. At the beginning of 2008, news came from Chaoyang intermediate people's Court of Liaoning Province that Zhong Hongxing's "Shengdanli" trademark was determined as China's well-known trademark, which was the first Chinese well-known trademark harvested by Shimen leather shoes professional trademark brand base, which achieved a zero breakthrough.

"Only by taking the road of brand, can enterprises really develop and grow." Zhong Hongxing said when talking about the brand road of his enterprise. In the past, most of Shimen leather shoes enterprises were "OEM". When they did not have the ability of brand expansion, this was the way for enterprises to play their own advantages and obtain survival. However, "OEM" could only be a temporary business strategy and could not become the ultimate goal of enterprises. Zhong Hongxing cited an example. A pair of leather shoes exported abroad may only earn $0.40, but after people put up a brand, the price may be 10 times or even 100 times the original.

In 2002, Jiaxing Shengdanli Shoes Co., Ltd., which has been making "OEM" and "listing" products for other well-known domestic enterprises, introduced advanced shoe-making equipment from Italy with the active encouragement of the local Party committee and government, and established its own brand - "Shengdanli". After more than three years of market surging and running in, "Shengdanli" brand leather shoes have finally been recognized by consumers. Millions of pairs of shoes have successfully entered more than 200 domestic shopping malls such as Beijing Wangfujing Department store and Hangzhou Yintai department store.

Su Jianlin, general manager of Fannie shoes industry, also told reporters that they occasionally pasted their own brands, but their own brands accounted for about 80%. Last year's sales were completed in November. "This year's fund recovery may be slower, but the small rule here in Shimen is that the accounts are cleared twice a year, and closed once in June and again at the end of December. The turnover will be faster than other places." Su Jianlin also tasted the sweetness of the brand.

????? brand Base promotes brand awareness

In the first half of this year, Shimen town officially issued the document of "implementing the brand cultivation project to build a strong brand town in an all-round way" at the semiannual economic work conference and entrepreneurship and innovation promotion meeting of Shimen Town, and Shimen industrial and commercial office made a special speech on brand construction, and formally launched the construction activities of the town's brand demonstration town.

Through the sustained and effective brand building activities in Shimen town in recent years, the whole town has a good understanding of the brand building work and achieved remarkable results. So far, there are three well-known trademarks in China, three well-known trademarks in Zhejiang Province, ten municipal famous trademarks in Jiaxing and Tongxiang, and one municipal brand base in Jiaxing. The government, departments, enterprises and all walks of life have a good awareness of brand building, especially at the government level. The brand cultivation project has been taken as the focus of the work of the Party committee, the government and the people's Congress over the years. Enterprises have a strong sense of brand creation and generally have a good foundation for brand building.

Especially in 2008, the leather shoes industry in Guangdong, Fujian, Wenzhou, Zhejiang and other places, affected by the domestic and foreign environment, shrank significantly. However, Shimen leather shoes in Tongxiang were outstanding and showed a good development trend of booming production and sales. In this kind of opportunity condition, Shimen shoe industry should seize the opportunity and take advantage of the situation to make the leather shoes industry stronger and bigger. Therefore, the establishment of "Zhejiang shoes professional trademark brand base" will play an important role in promoting the development of Tongxiang Shimen leather shoes industry.

Taking brand building as the core to promote the development of enterprises, the strength of enterprises is constantly improved, the massive economy is growing, and the image of brand base is highlighted. The leather shoes production and processing enterprises in Shimen, Tongxiang, started at the end of the 1980s, represented by several township collective enterprises.

????? In the 1990s, under the influence of the development of market economy, a large number of individual and private enterprises have entered this industry one after another. Although the scale and strength are small, and even there are more and more fake and shoddy and other unfair competition phenomena, the development momentum is rapid. By the end of the 1990s and the beginning of this century, a large number of enterprises with strong strength and significant brand building have emerged The representatives of the company are Santali company, Barney company, etc. In 2008, there were two more