The Way To Survive In Zhengzhou Shoe City

As a major trunk road in Zhengzhou, Jing Guang road meets the bustling crowd everyday and creates a prosperous commercial empire, Beijing Guangzhou road shoe city.

"The flow of people is very large, and there are about twenty thousand or thirty thousand people a day."

A businessman named Zhu Xing, a shoe manufacturer in Beijing Guangzhou road, told the Economic Observer newspaper.

6 small shoe cities spread all over the road, and 5 property rights units and 6 management units have been formed.

This also restricts the pace of market upgrading and pformation, and rows of shabby greenhouses are still playing the market paction of original ecology.

Even so, the market share of Beijing Guangzhou road shoe city, which was founded in 1994, has occupied half of the domestic shoe industry.

Jinsheng international shoe city is here.

In the 6 small shoe cities that divide and rule, Jinsheng international shoe city signs are more eye-catching.

Zhang Chuanwei, manager of Jinsheng international shoe city planning department, believes that the development of Jinsheng international shoe city is not optimistic. "Because of the low entry threshold of the footwear industry, a large amount of capital has entered this industry, which has increased competition among peers. We are the first to do business through e-commerce, in order to reduce unnecessary competition."

13 years of escalation and protracted war

The upgrading of a shanty housing is about 13 years.

"Shantytowns have poor sanitation and poor fire fighting. A house is crowded with two or three merchants. Many owners are in a tight storage space. They can't meet the needs of the premises, and they need to rent accommodation far away."

Zhang Hong, a businessman who has been in the market for many years, said.

As early as 1997, there was a step of upgrading and upgrading of small shoe city.

The continuous market infrastructure has basically stopped the whole market operation, and the turnover has begun to decline.

This upgrade war is 13 years.

Jinsheng international shoe city has also been hit.

But until now, the problem has not been completely solved.

Zhang Chuanwei pointed out the mystery: "because property rights belong to 5 families, as long as one does not agree, there is no way to carry out joint pformation."

There are no common management units and coordinating bodies in the 6 shoe cities, making it easy to upgrade the seemingly simple problem.

In fact, in 2004, 6 companies had coordinated the establishment of a company to coordinate the small shoe city in the shoe city.

But for various reasons, the company finally aborted.

"The whole business of Jing Guang road shoe city has been reduced from the highest 2 billion yuan in 2003 to 1 billion yuan in 2008."

Zhang Hong said.

So the first and second line brand headquarters of footwear industry began to withdraw.

"Moved away from Leonardo, Goldlion, crocodile [0.49 1.04%], Bingdu, Anta, PEAK, Montagut, red dragonfly, Mu Linsen, and so on."

Zhang Xiuwen, former general manager of the 27 district trade two company, one of the original property units of Beijing Guangzhou road shoe city, said, "now there is no more."

The upgrading and pformation of the 6 business units and the reconstruction and demolition brought about by the widening and reconstruction of Beijing Guangzhou road have brought the entire Beijing Guangzhou road shoe city, including Jinsheng international shoe city, into a long "labor pains" period.

In November 6, 2009, one of the 6 modern shoe industry Plaza upgraded.

There are 2 floors and 15 floors on the ground. The modern shoe industry Plaza, which integrates commerce, residence, business and business, is put into operation.

The total investment is 150 million yuan, with a total area of more than 20 thousand square meters, of which 5 floors are

In Zhang Chuanwei's view, in the future market operation, dirty and messy is impossible to support the future of shoe city.

At present, Jinsheng international shoe city has begun to build steel structure resettlement housing, upgrading is only a matter of time.

"Online shoe city" for survival

In Jinsheng online shoe city e-commerce promotion center, there are such a group of busy figure.

Some are answering phone calls to answer questions on customers' online purchases. Some are arranging goods for packing and shipping, and others are designing product promotions to meet holiday market needs.

As early as 1993, Henan Sheng Xiang Real Estate Co., Ltd. began to build Jinsheng international shoe city.

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According to Zhang Chuanwei, Jinsheng international shoe city investor Henan Sheng Xiang Real Estate Co., Ltd. has successively developed several commercial plaza projects in Xiamen, Pingdingshan and other places.

"In the first few years of operation, it is basically a seller's market, with scarce supply and a continuous turnover."

Zhang Chuanwei said.

However, as the market upgrade problems encountered bottlenecks, the entire Beijing Guangzhou road shoe city disorder also affected Jinsheng international shoe city.

"Now, wholesalers in the shoe wholesale market only have to change their concepts, improve their methods and keep pace with the times so as to survive in the fierce commercial competition. This is the purpose of building online shoe cities."

Zhang Chuanwei said.

So far, the whole team of Jinsheng online shoe city has formed a mechanism for the Commissioner to receive products, shopping guide, logistics, payment and after-sale.

"All our work is centered around good service e-commerce platform, the needs of customers are diversified, the whole shopping process of e-commerce is completed through the network, so we must have a professional division of labor."

Jinsheng international shoe city senior planning He Shuhai said.

"Only if we keep changing, can we revitalize the market, and now that we can not upgrade and upgrade, we will take the road of e-commerce."

Li Jizeng, general manager of Jinsheng international shoe city, said.

In Li Jizeng's view, not only in the shoe city of Beijing Guangzhou road, but also in the same industry of the whole country, Jinsheng international shoe city can use the electronic commerce to do business.

So far, Jinsheng online shoe city has been very famous in the industry, and it has pioneered e-commerce in China.

"At the same time, under the premise of service guarantee, e-commerce should pay attention to market demand changes at any time, and timely communicate with the merchants of shoe city, so that our products can be effectively protected by customers."

Li Jizeng said.

Planning and management

"Is there a demand for this product in the market? Can the degree of demand bring the desired benefits to the enterprise? How big is the new market? What is the future trend and the state of the development of demand? This is not only a matter for the shoe city merchants to consider, but also a question for our market regulators to think about in the future."

Li Jizeng said.

In Li Jizeng's view, planned business in the future commodity market management mode is a powerful guarantee for the healthy development of the market.

"In fact, there are many markets that lack early market research, so that when it was established, it became popular and then died."

Li Jizeng explained.

"In the process of pformation of shoe wholesalers, the pformation of ideas is crucial."

Li Jizeng thought, "we should not regard ourselves as landlords who only collect rent. As managers of the market, we should not only dredge management but also plan business."

However, in the traditional commodity market paction, most agents consider the brand to be a factory. Brand promotion is a matter of factory and has nothing to do with themselves. They are only busy making money, making quick money, and lacking long-term plans.

Li Jizeng said.

"For the footwear industry, obtaining brand advertising investment resources from the manufacturers, good regional brand construction will make business development more effective. The brand or OEM merchants of their agents should pay more attention to brand reputation and sales volume, and pay more attention to the identification of terminal brand."

He Shuhai said.

He Shuhai believes that for most of the merchants in the shoe city, wholesalers are mostly private bosses, and the internal management system is generally lacking. They are mainly maintained by family relationships, feelings and unwritten rules. There is no complete set of standardized policy systems outside the country, and the boss's oral promise is prevalent.

In addition, Li Jizeng has his own plan for the future development of Jinsheng international shoe city.

Design practical and simple management rules for merchants, such as warehouse management, business sales management, order management, reimbursement management and so on.