Self Created High-End Charm, 13 Years Old Made The Industry "Boss".

With two feet standing on the foot type custom machine, in less than a minute, the shoemaking enterprises can customize personalized shoes for customers with 3D technology.

Starting from this year, Dongguan Qisheng shoes industry Co., Ltd. will launch the equipment in Dongguan store. Dongguan consumers can drink the "new head of Chinese high-end leather shoes", a new personalized service.

Founded in 1998, Qisheng shoes is located in three Tun Village, Houjie Town, Dongguan. It is specially designed and produced.

The 13 year old "new" enterprise has decided to develop its own brand and attack domestic sales at the very beginning of its first year of production.

In 2010, the total output value of the company reached 300 million yuan, and more than 80% were sold domestically.

"12 years of being an independent brand, the greatest experience is persistence."

Yin Jiqi, chairman of Qisheng shoes industry, admitted.

Houjie is known as the "world shoe capital".

At the end of the 90s, Houjie's footwear industry was developing rapidly, no matter what shoes it made, it basically made money.

However, over 90% of shoe manufacturers are doing OEM for foreign shoe brands.

"Prices are controlled by people.

"From sports shoes to high-grade leather shoes, from a few simple production lines began slowly expanding production."

When it comes to the "reform", Yin Jiqi seems a little excited.

He said that in order to develop its own brand and get a stepping stone to enter the domestic market, the company "sent people to Italy, the school of leather shoes, to learn design and technology, combined with the domestic aesthetic needs and foot characteristics, and finally developed a number of brand-new products."

Reporters learned that Qisheng shoes brand positioning for high-end business shoes for men and women, named Di Bao, the lowest price of a pair of shoes is 1800 yuan, expensive 10000 yuan.

By 2001, Qisheng shoes, which had its own brand, had opened its first brand store in Guangzhou.

By the end of last year, the company had more than 200 stores and chain stores in more than 20 first tier cities nationwide.

Adding 6 modern production lines, the company's annual capacity reaches 1 million 200 thousand pairs.

At present, more than 80% of the products are sold domestically.

After the founding of its own brand, the Qisheng shoe industry has launched a massive expansion of the domestic market, and has already tasted the sweetness of its domestic market in the past few years before the trend of domestic sales of foreign trade enterprises.

"Now more than 80% are domestic sales, and strive to complete all products sold within a few years."

Yin Jiqi said that at present, there are more than 1000 people in Qisheng shoe industry, and there are technology R & D centers in China. At the same time, there are also offices in Italy, Europe. Through the close grasp of domestic and foreign leather shoes market, we design the most acceptable products for domestic consumers.

"Now about 180 shoes will be launched in a quarter to meet the needs of domestic consumers."

Yin Jiqi said.

In 2008, the financial crisis made a great impact on traditional industries such as shoes and toys in Dongguan.

Qi Sheng footwear industry has also been affected, fortunately, the product is its own brand, the company has pricing power, can flexibly respond to the market.

In the past few years since the economic crisis, Qisheng shoes sales have maintained a growth rate of 20% to 30%, with a slight decline in profit margins, but maintaining a profit margin of more than 15%.

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Dialogue

Clear positioning for independent brand

In the past 1 years, it has been a foundry industry to create a brand and turn it into domestic sales.

What is the secret of this? Reporters interviewed Yin Jiqi, chairman of Qisheng shoe industry yesterday.

Reporter: Qisheng shoe industry has been doing foundry for only 1 years. What experience has it made to pform itself into an independent brand?

Yin Jiqi: one experience is clear positioning.

Enterprises are most afraid of temptation and trial. Market positioning is not clear. Chances are that they will lose opportunities in change.

Our position is to make high-end leather shoes, although there are many difficulties, but they have persisted.

Another experience is that channel construction is very important.

Without channels, sales situation can not be opened, and fame can not be established.

Now we have more than 200 franchised stores and chain stores throughout the country, and plan to expand to 430 in the next 5 years, making it the largest high-end leather shoes manufacturer in the country.

Reporter: why do we pay so much attention to foreign markets in domestic sales?

Yin Jiqi: in March of this year, we signed a partnership with a well-known shoe manufacturer in Spain to produce the Callaghan brand of high class casual shoes to expand the company's products.

The brand is priced at 800~2000 yuan, positioning for casual leather shoes, consumer group is 30~40 years old people, and the consumer group is 40~60 years old.

It can be said that Callaghan is also cultivating future consumers for Di Bao.

We hope that through this cooperation, our consumer groups will not be faulting at age.