Henan Wenxian County Shoe Industry "Change" To Win The Casting Brand

January 19th hearing obtained Henan After the title of famous trademark, Wenxian County red cotton was released at the end of last year. footwear industry Ltd has won the title of China's well-known trademark and has become another bright spot in its annual development history.

Wenxian County is known as the "shoe industry kingdom" reputation, low grade, small profit margins of yellow shoes have made many local shoe business enterprises completed the initial primitive accumulation. So is the Hong cotton footwear company. But in a large number of enterprises, Red cotton shoes Why does the company realize its "transformation" and become one of the well-known trademarks in China? Fan Zhenyu, chairman of the company, who has always been pragmatic and understated, tells the story of his shoe industry, giving out the brand strategy and unique thinking of the cotton people.

"Enterprises should be bigger and stronger, and only rely on yellow shoes to produce little profit margins and space for development. Many people have tried red cotton people for this purpose. They have succeeded and failed. But we have been looking for fulcrum to support the development of enterprises.

Since its inception, the red cotton footwear company has become one of the backbone enterprises at the county level. Because of the excellent quality and low price of the production of rubber coated shoes, cotton brand shoes have quickly won a series of titles such as Jiaozuo famous brand products and Henan famous brand products. In the face of the boom in production and marketing, Fan Zhenyu is not satisfied. In his view, the shoe products are of low grade and low added value, and one day they will plunge enterprises into "swamps" of development. In order to find a breakthrough, he made all kinds of efforts and attempts: he joined the famous enterprise double star group, borrowed the "double star" brand advantage and the national sales channels, and signed a contract for processing 300 thousand pairs of cotton rubber shoes and 1 million pairs of tourist shoes. When the financial crisis happened, the adversity broke out, and the ship was sent to sea to get several foreign orders.

A growing brand will always face the crisis. Fan Zhenyu realized that "red cotton" needs to be judged ahead of time. At present, enterprises need not only to do business, but also to make lasting brands, so that "red cotton" really has a new fulcrum for industrial development.

After many trips to the shoe market, eventually, the red cotton Footwear Company began to target the development of mid-range casual shoes. On the one hand, it increased the training of technical personnel, and on the one hand invited experts to carry out technical guidance in factories. After several years of operation, the company has launched a series of "medium cotton" casual shoes, which have been approved by wholesalers soon after entering all parts of the country.

Just then, the arrival of a boxer made Fan Zhenyu see new business opportunities.

"Boxers want professional Tai Chi shoes. This gives me a fresh look. I begin to investigate Tai Chi shoes market. I think, if we want to develop red cotton, we must first survive in the cracks, and do not want to do big business, so small businesses can not do it.

One day in 2006, a boxer came home to find Fan Zhenyu. He wanted the red cotton shoe industry to produce a set of Tai Chi Kung fu shoes for him. In the speech, the other side sighed, "now the whole world is practicing Taijiquan, but there is no professional Tai Chi Kung fu shoes on the market."

When the other party left, Fan Zhenyu fell into deep thought. Wenxian County is the cradle of Taijiquan, and many boxers go out to give boxing every year. The Taijiquan of self cultivation has gradually attracted worldwide attention. The number of people practicing Taijiquan all over the world is increasing every year, and shoe industry is in great demand. However, due to various reasons, many famous shoe manufacturers have produced professional basketball shoes and table tennis shoes, but have never been involved in Taijiquan shoe market.

"Gap is an opportunity for us, that is, the potential for development. Wenxian County is a boxing town. We should make use of this unique geographical advantage to introduce kongmian professional kung fu shoes, so that "red cotton" will be paid attention to by Taijiquan people all over the world. Some of the leaders of the company still have doubts about Fan Zhenyu's thinking. {page_break}
 

There are no professional kung fu shoes in the market, and no experts in this field. No experts, self research and development. Fan Zhenyu launched a tai chi kung fu shoe production line, which was set up by the manufacturer to organize technical personnel to set up a R & D team and use the new technology to make shoes light and elastic, which is suitable for Taijiquan. Every sample came out, and Fan Zhenyu received some advice from some famous boxers, such as Chen Xiaowang and Wang Xian. Before and after several years of trial by various local boxers, continuous improvement in technology and technology, in 2008, the cotton kongfu shoes were gradually finalized and began mass production. While launching the market, the company has been vigorously promoting the news media and Wushu events in various parts of the country, and has gradually been recognized by the boxers for its superior quality and comfortable clothing. In 2010, the company produced 100 thousand pairs of kung fu shoes.

The wisdom of red cotton people's "crack survival" has opened up a new path for the development of the company, and it has outgrown one another. Currently, there are more than 300 distributors in China and 400 sales outlets.