Inbound Upgrading Footwear Industry: Carrying The Century Glory &Nbsp; Pursuing The Future Dream

In January 11th, China grew into the world's second largest consumer of luxury goods, but it was all dressed up for her.

As China

With the respect and yearning for the centenary of the shoe industry in China, with the great expectations of chairman Zhang Shuhua of the China Leather Association on the brand of China's shoes industry, we are fortunate to have an in-depth exchange with the assistant general manager, Mr. Wang Qiang, general manager of Beijing inner union Footwear Co., Ltd., to tell us about the history and future of this century's brand.

History and reality: Why did the Chinese Time-honored Brand fail to grow into a world brand?

Although China is a big shoemaking country, it is not a shoe making power. The key is no international brands. What do you think?

Beijing

It has been 157 years since its establishment in 1853.

The rise of the league is based on its boots, specializing in palace courts, which almost monopolized the business of boots. This is exactly the way to start many world brands. From this point of view, at the beginning of the establishment of the league, the conditions for high-end brands were high.

At that time, it was estimated that the amount of silver needed to buy a pair of boots was equivalent to the sum of 2 years' income of a lower middle class family.

The reason why Chinese national brand has not grown into a world brand is related to the whole era environment.

In the late Qing Dynasty, the Chinese national industry did not have a stable development time.

Luxury brands like Britain, France and the United States grew up in the long term stable environment, except for World War II, and we just missed the golden age of this development.

Foreign brands are bound to have an impact on national brands. How do we cope with this?

Wang Qiang, assistant general manager of Beijing Nei Sheng Footwear Co., Ltd.: young people, especially those with a certain spending power, know all about international brands and lack enough knowledge of Chinese brands.

Now our priority is to open up the market for young people.

First of all, we should correct young people's misconceptions and think that it means making shoes for old ladies and serving middle and old age.

As a matter of fact, internal League is striving for change in every aspect of its color and variety, striving to be fashionable, and keeping up its original traditional handicrafts to produce new products to suit the market of young people.

In addition, we are also doing network sales, specially set up our own online store, and have cooperation with Taobao network, Le Tao network and other network operators.

If you want to be a market for young people, you have to cater to young people's spending habits.

The upgraded products are handmade, the material is pure natural, and now it is also a national intangible heritage, which is highly praised by many people.

From 2001 to 2003, we had a steady improvement in 2004 to 2007. During the 2008 and 2009 years, because of sponsorship of the Olympic Games, the popularity of the brand was gradually improved, and the development in recent years was faster.

Inheritance and Innovation: the traditional technology of original flavor merges modern fashion elements.

As an old shop with more than 150 years, how to deal with the combination of tradition and fashion, history and modernity?

Assistant Wang Qiang, general manager of Beijing inner litre shoe industry Co., Ltd.: the leadership of the municipal Party committee has repeatedly stressed that the development of the inner Union should be a fine line, keeping the original traditional technology and developing new fashions.

We have been making great efforts in R & D, and now there is a R & D team, twenty or thirty year old young people, to launch more than 10 new products every year.

Early stage is a small batch trial, which is approved by consumers and then mass production.

In the same year, the implementation of "quality pformation project" increased the new varieties of cloth shoes, and Chen Zheng, who had studied for 4 years in Paris, France, entered the League of interior design, bringing new ideas to the century old shop.

She used to learn clothes, let her make shoes design, on the one hand, she has the basis of this, can combine French fashion design elements with Chinese traditional culture, for example, the combination of Chinese national cloth and fur, lace or feather is very novel.

On the other hand, she can introduce the overall design concept of clothing.

Clothing is about the overall collocation. The design of shoes can match the trend of fashion and achieve the perfect integration.

In recent years, the style design of our shoes has improved rapidly, and the number and success rate of research and development have increased significantly.

Caution raises social responsibility: our prices are here, and others dare not raise their prices arbitrarily.

This year's shoe industry is faced with multiple problems such as rising raw materials and shortage of labor. What are the initiatives of internal League?

Wang Qiang, assistant general manager of Beijing inner union shoe industry Co., Ltd.: this year's employment and raw materials rose really badly. We failed to raise prices by saving money and cutting costs, which is responsible to consumers and to the market.

In terms of price increase, we have been very cautious and will go up reasonably in the range of the public's acceptance through long-term market research.

Our price is here, other enterprises can not increase the price substantially, otherwise there is no market. This is our responsibility.

Customers who do not know the truth feel that the products in the upgrade are too expensive, but they really know that the customers who are in the company know that they are not expensive.

There are strict requirements in the production process of the shoes, and that is the lifeblood of the brand.

A pair of shoes has to go through more than 90 processes. The ordinary one must have 2100 needles at the bottom of the word, 4200 needles at the bottom of the Crusade, and 2 days for a skilled worker to double the foundation.

By comparison, Italy's hand-made shoes have several tens of thousands of ruts.

The corporate culture of inner League is honesty, no price, no child.

The impression of the upgrade to consumers is that they do not discount, prices are stable, and they are very value preserved.

We have a price guidance for direct traders, franchisees and special dealers. We must stabilize at a level.

For example, if we sell more than 200, you will not be able to sell more than 400, only allow a slight float, and there can be no instability on the price.

If a merchant has a discount, it will be subject to our approval, but in principle it will not be approved.

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Property rights protection shows a strategic vision: safeguarding self-interest and purifying industry development

What kind of knowledge drives the enterprises to attach importance to intellectual property rights?

Wang Qiang, assistant general manager of Beijing neiheng shoe industry Co., Ltd.: there are many factors that affect brand development, and intellectual property is one of them.

The company has paid more attention to property rights, including trademark registration, patent application, counterfeiting and other rights protection.

The first is to protect their brand, and the other is to clean the market.

If we want to make a brand, we must make great efforts in terms of property rights. Otherwise, we will spend a lot of time and produce good things. If you sell more than 200 shoes, others will dare to sell them.

At the meeting on footwear standards held recently, we actively participated in the discussion on the standard of cloth shoes.

If we want to standardize the market, we must have standards. No standard can define a product unqualified, so we must speak with standard.

Environmental protection and low carbon: the factory is located in the workshop of the district and is filled with the smell of steamed bread.

The company recently launched a campaign to "abandon the old and welcome the new, low carbon action". Can you tell us about the related stories between the promotion and environmental protection?

Wang Qiang, assistant general manager of Beijing Nei Sheng Footwear Co., Ltd.: Although the products of the upgraded products are basically not discounted, in October 28th, "carry out the old and welcome the new, low carbon action" in October 28th, customers can enjoy 12% off discount with the "low carbon discount coupons" to buy "low carbon cloth shoes", so as to advocate the concept of low carbon and green consumption.

Our enterprise uses ISO14001 management system, which has a high demand for environmental protection.

The "lining up" cloth shoes "originate from nature and return to nature" are low carbon and environmental protection products themselves.

For example, the main contaminant of shoemaking is glue, and the sole of our shoes is made of paste with high gluten powder. It is safe for people to eat. Do you think it can be unsafe, and there is absolutely no harm to the human body.

In the workshop, there is a process of steaming at high temperature, which is the smell of steaming steamed bread.

Besides, we have a factory in Malian Road, which is located in the district. If there is pollution, can the local government and residents not reflect it?

Future prospects: because thick accumulation will surely increase steadily.

At present, when many shoe brands develop the two or three line market, how to layout the internal League?

Wang Qiang, assistant general manager of Beijing inner union shoe industry Co., Ltd.: we are also very optimistic about the two or three line market, and now there are nearly 300 dealers in all parts of the country.

The two or three line is the market that we need to develop more vigorously. We need to do a lot of related work, such as standardization and scale, but we do not advocate direct direct sales.

We are very cautious in this regard, or encourage the cooperation of franchisees and franchisees. Then we will guide them and standardize their management with a brand request.

Will there be any strategy to enter the international market in the future?

Wang Qiang, assistant general manager of Beijing inner union shoe industry Co., Ltd.

We have registered trademarks in Europe, and this pre operation will be a foreshadowing for future entry into the foreign market to avoid danger.

What is really working now is to cooperate with a special dealer in Japan, and no entity store has been formed for the time being. This is an attempt to go out of the country.

Through the feedback from foreign customers, there are some markets in Japan, Korea, Philippines, Malaysia, Indonesia and Singapore. Many people will come to China to buy our shoes when they come to China.

I remember meeting a Singaporean guest in the front store. He knew a little Chinese, but he remembered the number of the shoe to be bought very accurately.

I asked him why he knew so much about the brand. He said his father was in the country. When he came to Beijing, he told him very clearly what kind of shoes he wanted to upgrade.

These Chinese concentrated countries are potential markets for internal upgrading, as well as the key overseas markets we want to develop.

To enter the world requires long-term planning and gradually advancing. After all, it involves a series of links such as how to develop, how to cooperate, including pportation.

Although there are many problems, I believe it will be solved step by step.

"Old Wang Xie Tang Qian Yan flew into the common people's home".

Inlining rose from the boots to serve the royal family. Later, it became known to all of the family.

Now, the inner League is coming out of the country and heading for the world. We expect the future development of the inner League as the meaning of his name: step three.