Create A Differentiated Brand Of Casual Shoes With Eagle Spirit

In May 22, 2010, with the gradual increase of temperature, Shishi, which is located along the coast of Fujian, has already entered the early summer season. In the company's spacious reception room, Mr. Wang warmly received the reporters from the world shoe net. As the general manager of Shishi Hengtai shoes industry Co., Ltd., he has differentiated the positioning of his "leisure shoes" brand "Yin Ding Mu" with unique development vision. "Making shoes as artworks" is his product concept. In today's diverse and varied footwear market, hand-made silver tripod casual shoes are like a noble and elegant handicraft, giving people different brand cultural feelings.

"Yin Ding is not only a pair of casual shoes, but also a cultural handicraft!" - Wang Mingding language.

Walking into Wang Mingding, I can clearly feel his simplicity and sincerity. In the prime of life, he has rich experience in the industry. Before he founded the brand of silver Ding, Wang worked as a foundry and worked as a wholesale agent. After years of ups and downs, he did not grind his passion for his career. Instead, he developed his unique brand philosophy.

In the interview, Wang Mingding shared his understanding of shoes: shoes have been in the history of thousands of years since its birth. From ancient times, people used to wrap them up with animal skins and bark to today's colorful shoes, and shoes have been given more cultural value. A pair of fine workmanship shoes can not only bring comfort to people, but also distribute the charm of fashion, attracting people to appreciate it, collect it and study it.

Therefore, to create an artistic sense of casual shoes has become the determination of Wang Mingding's heart. In the long term market research and strength accumulation, Wang's ideal was realized in 2005. This year, he founded Hengtai Footwear Co., Ltd. in the "stronghold" of China's casual shoes. The company mainly produces silver tripod brand casual shoes.

As a new brand of casual shoes, how to ensure the quality and trust of consumers has become the key to the survival of the market. In order to improve the quality of products of the brand, we have implemented the concept of industrial enterprise and enterprise technology. Wang has provided the best new hardware and software for Hengtai company. The excellent shoe making machinery, the establishment of experienced production and R & D centers, and the scientific and perfect product inspection department, which have been envied in the eyes of peers, have become the magic weapon for the competition market of silver tripod.

At the same time, the pure hand-made craft has made a bright color for the silver Ding brand to distinguish the similar market. According to the introduction, from the initial leather selection to tailoring, sewing, silver Ding items are completed by pure manual. "Yin Ding Mu casual shoes leather raw materials using soft soft upper leather, according to Chinese consumers' foot bone characteristics, combined with exquisite handcrafting technology, innovative and functional and fashionable design concepts, smart personality details and style changes, elegant colourful collocation, create a unique product advantage of silver Ding." Wang Mingding told the writer modestly.

As we all know, due to the production process and technical limitations, pure manual sewing requires a longer production cycle. Will this hinder the development of the brand of the silver mesh brand? Wang gave his own view: "on the surface, because of the limitation of manual manufacture, the speed of market expansion is likely to lose some opportunities, but in fact, this way of operation has created the high-end quality of the silver tripod casual shoes, highlighting the brand connotation."

Among the trade-offs, we see the general's demeanor. The silver tripod casual shoes are made by hand, realizing the perfect combination of classic technology and modern technology, and fundamentally ensuring the comfort of products. The silver tripod casual shoes after hundreds of handwork processes give consumers unparalleled brand feeling with professional and healthy quality.

"Scientific and technological development of enterprises is the trend of future development. Yin Ding will make unremitting efforts in this respect." Wang Mingding.

From 05 years of licensing to 08 years of formal brand franchised Road, Yin Ding aims to develop its brand in a seemingly slow way. In today's fiercely competitive terminal market, the concept of multi stores and large stores has become the consensus of the industry. The development mode of Yin Ding has aroused the concern of the author. Wang smiled and revealed his original knowledge of the market.

Wang Mingding believes that the acceleration of the urbanization process will bring huge development space to the casual footwear market, but before we divide the "cake", we must first enlarge our "food consumption", which leads to a consideration of the internal strength of the enterprise. According to the author's understanding, by the year 2008, more than half of the world's population lived in cities, and now the number of millions of people in the world has reached more than 400 cities. The pace of urbanization in China is more rapid, from 20.6% in 1982 to 46.6% in 2009. The urbanization level in China has increased by nearly one percentage point per year over the past 27 years. It is estimated that the urban population will exceed the rural population in the next 3-5 years. The increase of urban population will inevitably bring about a large number of potential consumers of casual shoes.

Yin Ding is in such a promising market. Faced with the opportunity, President Wang did not take the risk of "great leap forward" development. From the strength of the enterprise itself, it is the first thing for him to do well in product quality. "Yin Ding Mu brand has a relatively short time to establish, and there are still some gaps between brand name recognition and enterprise strength. While keeping a clear head, sagacious Wang Mingding once again designed a pragmatic development way for the brand: on the product development, Yin Ding aims to develop a set of talents construction system, which ensures the research and development strength of the enterprise through docking with professional colleges. In terminal development, Yin Ding strictly controls the franchising system of agents. "As the brand continues to mature, Yin Ding has accumulated a certain reputation in the market. At present, many people want to join the brand. But from the perspective of long-term development of enterprises, it is not the right time for rapid expansion of brands. Wang told the author that the focus of the company is to maintain the existing agents, focus on the existing terminal market, and create a model market without blindly "down the river" when the enterprise has not reached a certain height.

Clear positioning and scientific development strategy have made the solid strength of the silver tripod casual shoes. Although this "conservative" development mode is slow, it can form a strong brand competitiveness in the regional market. It is indeed a correct marketing path for the size of the brand. Friends who know Wang Mingding well know that this young boss is from the start from scratch to the establishment of an enterprise. What he most admires is the spirit of the eagle. When asked why, Wang explained: "because the eagle is the king of a hundred birds, in its growth track, there is always a spirit of struggle and hard work. And this spirit is what our enterprises need most. Therefore, when he designed the brand LOGO, he consciously included the eagle culture. "The English name of the silver Ding eye brand EAGLETOPEYE is the meaning of the 'Eagle', and the brand LOGO is the image of the eagle flying high. This implies that the brand of silver Ding will fly high and look far away, using exquisite craftsmanship to provide consumers with a piece of artwork that is "superb work". From the eyes of Wang Mingding, there is a strong firmness in his eyes.

At the end of the interview, Wang Mingding conveyed his confidence in the future of the company with a small story full of meaning. When a sapling grows, if you press a stone at this time, it may temporarily hamper its development. But the unyielding little saplings always grow into tall trees. At that time, the stone that has been pressed on it will be shaken off.

It is understood that after the quality of products has been stabilized, the pace of brand development has already accelerated. We can foresee that at that time, the brand will be transformed into a vigorous eagle, flying in the Chinese casual shoes market with more sharp eyes.