Chengdu Women's Shoes Create Their Own Brand &Nbsp; Open Up The Domestic Market.

Zhang Lina, 30 years old, opened his Porsche to face the unusual vision of roadside youngsters. It is no wonder that a young woman in such a dazzling sports car always leads to various conjectures. They do not know that the car is sitting on a self-made female boss - she and her husband Lin Yuchun 5 years ago, the creation of the Chengdu women's shoes brand "Amy Qi", now marketing more than 10 provinces and cities nationwide, the couple have accumulated more than ten million yuan of wealth.

After a series of setbacks, such as the financial crisis and the stagnation of Russian exports, the women's shoes industry in Chengdu is thinking about the new road of spanformation. The profit model of helping others OEM is fading away. Creating brand and opening up the domestic market have brought huge rewards to some shoe companies. Since starting a factory in 2005, Amy Qi has been committed to building its own brand of women's shoes and developing the domestic market. With the growth of the "Amy odd" brand, more than 10 enterprises in Guangzhou and Chengdu have been OEM. Similarly, there are also Chengdu enterprises such as "cam me" and so on.

　　 From trade to production

The annual output value of "husband and wife shop" is 100 million.

"Channel is king", this sentence is suitable for Lin Yuchun and Zhang Lina's husband and wife business. It is precisely because of the solid sales channels, "Amy odd" can quickly develop to today's scale.

In the early 90s of last century, a large number of shoemaking factories gathered in today's red Pai Lou area. In the northern market, Lin Yuchun, a Fukien businessman in the wholesale business of women's shoes, was in trouble because of an accident in the purchase link. Seeing that the women's shoes from the shops around Chengdu were selling well, he began to germinate to Chengdu. Finally, Lin Yuchun spent more than 3000 yuan, bought a standing ticket and got a train from Beijing to Chengdu, which was more than 40 hours on the train.

When I first arrived in Chengdu, Lin Yuchun ran into a wall. After a lot of hard work, Lin Yu Chun finally chose a well-known shoe factory as a regional agent in the cluster bridge. During that period, he first met Zhang Lina. At that time, Zhang Lina worked as an accountant in this shoe factory. Then they met again at the training course of economics and management in Sichuan University, and the two people eventually tied up with women's shoes.

In 1999, two people decided to start a business together after graduating from school. Starting from trade, they began to set up a fixed sales channel and sell the agent's Chengdu shoes to all parts of the country. With the gradual expansion and consolidation of channels, in 2005, Lin Yuchun and Zhang Lina had sales outlets in many cities throughout the country. As the business grew bigger and bigger, the couple began planning to build their own factory. Because of their huge channel advantage, they do not worry that their shoes can not be sold. In this way, "Amiky" was born.

"Amy Qi" is positioned in the high-end women's shoes, and has begun to seize the market outside Chengdu, especially in the northern market. In just a few years, "Amy Qi" has opened several branches in Beijing, Zhengzhou, Shenyang, Ji'nan, Xi'an and other places, and has developed a large number of agents. Only one agent in Beijing has more than 600 stores. Zhang Lina's goal is to let "Amy Qi" enter all the first tier cities in the country, and has now completed 40%.

With the gradual expansion of business, "Amy Qi" has developed two factories and three R & D centers, with an annual output value of 100 million yuan. The huge domestic market has provided broad sales space for "Amy Qi", and the brand reputation of "Amy odd" women shoes is also getting better and better. {page_break}

Foreign trade blocked

Domestic market brings big market

Just as "Amy Qi" is growing rapidly, Chengdu shoes are also entering the foreign trade market on a large scale. Chengdu women's shoes are Russia's main trading hub and expand to Eastern European countries. On the other hand, many shoe companies in Chengdu have entered the European and American market through a large number of OEM brands. A pair of shoes worn by Mrs. Obama on the day of her husband's inauguration were made by the Chengdu emblan shoe industry. This anecdote was disclosed by the media for a time.

Beginning in 2008, the global financial crisis struck, and Chengdu women's shoes' orders for overseas trade declined sharply. Some small and medium-sized manufacturers which rely on foreign trade orders have been greatly shocked and have been closed down. In June 2009, the Russian side closed the largest Cheel Guizo J market in Moscow, with the aim of cracking down on "gray customs clearance", and announced that it had concentrated on destroying Chinese smuggled goods worth up to US $2 billion, of which only $1 billion of Wenzhou's merchants had been seized. In this storm, tens of millions of shoes have been seized by shoe manufacturers in Chengdu, and several of them have lost tens of millions of dollars, the worst of which is more than one hundred million yuan.

The Russian market and the reduction of foreign trade orders caused a batch of shoe factories to enter the "severe cold period". But the domestic market is another way, and the "Amy odd" domestic market is going smoothly. In 2006, "Amy Qi" began to put 7 advertisements on CCTV. Next, many large shopping malls can see "Amy odd" women's shoes, the most expensive women's boots can be sold to four thousand or five thousand yuan a pair. Insisting on the domestic market, Zhang Lina explained, "I am accustomed to doing things one by one, and I have not yet done the intention of making foreign trade."

Her views were corroborated by the assistant director Liu Ying of another well-known shoe company, "the card". Liu Ying said that in recent years, Chinese products have encountered technical barriers, anti-dumping and other obstacles in the foreign trade market. In turn, the domestic demand market is so large. "Foreign brands have come to China to find markets. Why don't we do a good job in the home business?" according to him, "caendo" insists on the "two legged" walking of internal and external trade, but the proportion of domestic trade exceeds 50%.

After many years of fighting in the whole country, this year, Amy Qi turned around and returned to the Chengdu market. More than a month ago, "Amy Qi" opened its first direct selling store in Chengdu in Moore Parkson. It will enter Wangfujing in August and enter Ito's Hall in December. Since entering the market, "Amy Qi" has sold more than 1000 pairs in Moore Parkson, its sales volume reached about 200000 yuan, and entered the top ten of shoe sales in shopping arcade.

In the industry, "the card is beautiful" is the west only "shoe king class" enterprise, in recent years the share in the domestic market also grows at the rate of 25%~30% per year. Liu Ying said that after the financial crisis, Chengdu's shoe companies are exploring ways of spanformation, and they are becoming more and more important to the domestic market. "But this involves a series of changes in channel construction, which will involve a long process." {page_break}

　　 Help people change OEM to be "OEM"

Chengdu shoes seek brand

For a long time, Chengdu shoe companies are mainly helping the OEM brands at home and abroad, especially the Wenzhou shoe brands. However, the benefits of OEM are far less than that of brand owners. Zhang Lina said that under normal circumstances, if the OEM manufacturers can allocate 10% from the gross profit of a pair of shoes, it is already a very good condition. At the same time, the fate of small factories is in the hands of large brand enterprises. Once there is a lack of orders, small manufacturers at the bottom of the industrial chain will face huge market risks.

It is on this level that Zhang Lina and her husband built their own brand from the beginning of their construction. Since 2006, the production capacity of "Amy odd" has been unable to meet the market demand. Zhang Lina began to look for foundry manufacturers in Guangzhou and the local area. Because of the reputation of brands, many shoe factories are competing for their OEM production. So far, more than 10 factories have been producing women's shoes for "Amy odd", with an annual output of nearly one million pairs, and more than 1000 workers have been employed.

"Since Chengdu is known as the capital of Chinese women's shoes, there must be 35 enterprises own the brand that they can take advantage of, and then through the issuance of OEM orders, so that more small businesses can make profits," Liu Ying said. Building their own shoe brands is the only way to make big enterprises. "Ka Mei do" has many OEM factories in Guangzhou today. "To find a standard manufacturing enterprise, we only need to export process management, do quality control well, and we can finish production."

Liu Ying said that the ultimate goal of "cam me" is like "Nike": there is no production link, only responsible for exporting brand and output management. "It's a long road, but we must go."

Zhang Lina is also ambitious. She and her husband have bought dozens of acres of land in Chongzhou, invested about 10000000 yuan to build new factories, and plan to introduce the French production line. Represented by them, Chengdu shoe enterprises are relying on their own brands to usher in the era of leaps and bounds.