Interview With Lin Zhitong, Chairman Of Cool Shoe Industry: The Growth History Of Children's Shoes Under One Yuan Profit

The brand of children's shoes accumulated by one yuan profit

"95 years ago, several of us opened the cool shoe factory together, developing and running our own products and running the market."

Lin Zhitong, chairman of cool shoe industry Co., Ltd.

At the beginning of the venture, because of limited funds, Lin Zhi Tong and a business partner were self-sufficient, from the chain of production, development, sales and market, all went to battle in person. At that time, cool music was only a small shoe factory, mainly producing cloth shoes, producing more than ten thousand pairs of shoes every year, and there are only one or two simple styles. At that time, when their products were not many, the product samples were displayed in other people's stores. After seeing the products, the dealers found the factory to pick up the goods. Because at that time, the competition of children's shoes industry in Jinjiang was fierce. In order to survive, cool music could only compete with other children's shoes enterprises in the price war, when the price of a pair of shoes was fifteen yuan, and the profit of each pair of shoes was only one yuan. However, under the accumulation of this yuan's profits, Lin Zhi Tong gradually brought cool music to the right track.

In 1998, the children's footwear industry in Jinjiang began to emerge cartoon craze. Many children's shoes enterprises took cartoon characters as brand names, and Lin Zhi Tong also caught up with the fast train. At that time, when the Japanese story series "Altman" was hit, Lin Zhi Tong also aimed at this, first registered the "cool Altman" and "cool spider spiders" brand. Just as the brand is doing everything in the wind, Lin Zhi Tong also feels that the market share of cool Altman is relatively stable. The company decided to increase its brand promotion efforts and plan for a broader market. Suddenly, it discovered that the brand "cool Altman" which had been running for several years was just raising children for others. Because of a series of copyright problems, Altman's brand promotion was everywhere, Lin Zhitong began to fall into another dilemma. {page_break}

Gorgeous rebirth after brand transformation

In 2006, when the brand of children's shoes industry in Jinjiang started to create a brand boom, Lin Zhi Tong was also thinking about the future direction of the company. However, cool music Altman gave him a sense of insecurity, and finally decided to have his own brand of children's shoes, so that he could have a foothold in the future children's shoes industry. So Lin made a major decision: abandon the good brand of cool Altman and so on, and return to the earliest cool music.

The announcement was immediately challenged and dissatisfied with most dealers. In fact, Lin Zhitong also understands the worries of many partners: to abandon the brand that has been operating for nearly ten years, we need to start again, and the stakes are obvious. But if we look at the current market environment and create a brand boom, if we do not create our own brand, one day we will be eliminated by the changing market. Finally, Lin Zhi Tong, under the pressure of great pressure, decided to produce two brands of children's shoes with 46 of the proportion of cool music and cool Altman. This relatively acceptable way of production has slightly restored the doubts of many partners. At this point, cool Altman began to formally transform into the fashionable children's shoes brand cool music. Later facts proved the correctness of Lin Zhitong's decision.

"I am very glad that my decision has been made, or there may be no cool children's shoes in the market today." Looking back at the original decision. When asked about the development of the transition period, Lin Zhitong, who is good at management, said: "volatility is inevitable. Fortunately, with the concerted efforts of all cool people and the persistence of many partners, only a year has passed, and the new brand of cool music has brought the company on the right track and designed a cartoon character that belongs to cool music itself." In the first half of this year's 2010 autumn and winter new product launches, cool music also invited the famous child star Jia Yunzhe as the spokesman of brand image, and the road of brand development has reached a new stage. In addition, Lin Zhi Tong also said that next cool le will implement terminal occupation strategy, first in the national target market fixed layout, wait until the time is ripe, began large-scale launch advertising and other brand promotion strategy. At that time, as long as there are cool Lok ads, there will be cool children's shoes brand shop.

Win the sincere feedback with friends.

"The support of many partners is the most powerful backing for the development of cool music brand."

Lin Zhi Tong language

"In fact, a great part of the success of cool music today is due to my agents and dealers who are coming all the way. Without their support, cool music may not be there today." in the face of the rise of cool music in the market of children's shoes, Lin Zhi Tong has never forgotten to mention his partners. Among the many partners, the longest time has been in retreat with cool music for nearly fifteen years, which is equivalent to witnessing the whole brand development history of cool music. Such a long-term relationship can not help but wonder what magic can cool people give to it. In fact, apart from the protection of the quality of cool music products, the biggest reason is the Lin Zhitong, who is the leader of the brand. As for agents who have worked with cool music for a long time, they say that doing business with Lin is just like getting along with friends. Fewer businessmen are always mercenary, and a sincere friendship between friends is also the point that has touched many agents for more than ten years like the same day with the cool music brand.

Epilogue

During the entire interview process, Lin always felt a little shy in answering questions, which is not like a businessman who has been travelling in the mall for many years. Under the sheer shyness of Lin, as the cool music agent comments on Lin, I feel the sincerity he has revealed. Perhaps the success of an entrepreneur can be very important, but the quality of honesty is even more popular. I believe that the cool music brand will go higher and farther under the guidance of Lin Zhi Tong.