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Foshan Footwear Industry On Saturday: Multi Brand And Multi Channel Leading The New Fashion Of Women'S Shoes

2011/9/28 9:03:00 76

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Footwear For Women On Saturday

Mr. Yu Hongtao, vice president and vice chairman of Foshan shoe industry Co., Ltd., Saturday.

domestic

Women's shoes Market

Two great changes

Reporter: Hello, everyone. Today we are talking about Foshan Saturday.

footwear industry

Mr. Yu Hongtao, vice president and vice chairman of the limited company, welcome you.

The shoe industry can be regarded as the second largest shoe group in China on. Would you like to tell us about the characteristics of this company?

Yu Hongtao: Foshan shoe Limited by Share Ltd on Saturday was first established in 1993 and listed on the Shenzhen stock exchange in 2009.

The company's main business is Saturday, as well as SAFIYA, Febe Lil and other brands.

Our consumer groups are mainly young women in China. So far, the company has developed to the size of more than 2000 chain stores nationwide.

There are two changes in the development of the domestic women's shoes Market: the first is from the original competition of brand products to the competition of enterprise capital; second, from the competition of the original single channel, that is, the original channel that everyone relied on the traditional department store, has pferred to many channels, including the department store, the supermarket, the street shop and so on, these new channels, and even recently, there have been new changes in the channel of this network sale. These two changes actually brought all the women shoes brand management companies to new challenges.

Reporter: you just said two aspects, one is from the brand competition to the capital competition, and the other is multi-channel competition.

On the two aspects, will the footwear industry change to a multi-channel development earlier than other brands on Saturday?

Yu Hongtao: on the one hand, we adhere to the original channel dominated by mainstream department stores. At the same time, we are also actively exploring new channels to develop new businesses, including Internet sales. We also set up a wholly-owned subsidiary of Internet sales to specializes in online sales.

Recently, we have also discussed the strategic cooperation with the main network sales platforms in China.

Subdivision network sales platform

Reporter: you mentioned just now the specialized subsidiary company set up for the channel of the network. This is a bold move in China.

Some brands in China have realized the importance of network channels, but they are in a wait-and-see stage, and even some brands will say that the network channel is not suitable for this brand.

What are you thinking about setting up this subsidiary?

Yu Hongtao: first of all, sales on the Internet should be noted that the popularity is not high. Customers will believe that the products with high brand awareness are high. Besides, consumers are shopping online for quick and convenient consumption.

We formulated our own sales strategy for these characteristics.

In my view, there are many similarities between online sales and traditional store sales.

Now we have also divided the sales platform on the Internet, like we do entity stores, and subdivide them into image stores, passenger shops, discount stores, etc.

Increasing the number of stores is still the main task at present.

Reporter: in this way, the operation of the entity store in the online shop is indeed more professional.

At present, the footwear industry in China is facing fierce competition, but several large groups occupy the whole market. For example, BELLE, red dragonfly and so on, they will represent many international brands. How do you view these competitive brands?

Yu Hongtao: according to the national industry information release center this year, the top three companies are BELLE, Daphne, and our company on Saturday.

Because the three companies are listed companies, we can see from the sales scale to the number of the whole shop from the annual reports of each year.

We regard these two companies as our main competitors and catch-up.

Reporter: we understand that on Saturday, the shoe industry launched last year's "thousand store plan" for five years. It makes me feel that competition for channel terminals is still the middle point of competition in the domestic footwear industry. Can I understand this?

Yu Hongtao: that's true. In China, we should do a relatively modest scale on the scale of our sales channels before we can get competitive advantage.

Now look at the number of stores that our competitors have in the channel. For example, BELLE has reached the level of 10000, and Daphne is also far higher than us. We still have a gap in the size of the channel.

So we focus on developing the scale of future channels.

Reporter: is the progress made at present in line with your expectations?

Yu Hongtao: basically, it is consistent. Since the 09 listing of Companies in September, the main purpose of the funds we raised is to open chain stores.

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Mr. Yu Hongtao, vice president and vice chairman of Foshan shoe industry Co., Ltd., Saturday.

Talent shortage restricts the rapid development of the company

Reporter: on Saturday, the shoe industry has been developing for so many years. What do you think is the biggest difficulty for the company when you are developing along with the shoe industry on Saturday?

Yu Hongtao: the difficulties in the early stage are shortage of funds, and the difficulty in the later stage is the shortage of talents.

Before we went public, what had been bothering us was the issue of development funds.

Every time we open a store, we need to invest a relatively large amount of money. If we want to open thousands of stores, we need huge funds.

If we rely on the rolling development of our own funds, it is obvious that the pace of development is very slow.

After listing, we have enough funds, and we are faced with a shortage of talents immediately. There are two aspects of talent: one is the senior management personnel, the other is the professional personnel who are responsible for brand operation.

These two aspects of talent are urgently needed for us now.

Reporter: how to solve this problem?

Yu Hongtao: This is mainly based on the new policy formulated by the company, for example, in recruiting, training and promotion of personnel, there must be a completely new model, not only to consider the present, but also to consider the long term.

The Internet will become the most important platform for brand promotion.

Reporter: I feel that the shoe industry on Saturday is a company with a clear goal and a strong pursuit of steady development.

You just talked about the shoes industry's views on the Internet channel on Saturday. I also want to know your opinion on the Internet media.

For example, Sohu, what do you think is the cooperation between the shoe industry and our media industry on Saturday?

Yu Hongtao: when it comes to Internet media, I once worked in the IT industry. I can say that it is China's first generation of Internet users, including your Sohu portal website. I was very concerned from the very beginning.

Reporter: are you a senior Internet user?

Yu Hongtao: Yes, I have been paying attention to retail since then, and now we are paying more and more attention to the promotion of network channels, including the promotion of new techniques on the Internet.

This is how we see it. In the future, our promotion budget will take a smaller proportion of the traditional promotion channels, and the proportion of promotion on the Internet will be bigger and bigger.

Reporter: will it bring more benefits and rewards than traditional promotion?

Yu Hongtao: This is related to the changing habits of people now. Now more and more people are accustomed to getting information from the Internet media. The proportion of traditional media information is declining.

The information on the Internet is rising constantly. Many people have heard of a brand and recognition of the brand, many of which are known through the Internet media.

IT is not interlaced with retail sales.

Reporter: you said you were a IT professional. How did you enter the retail business?

Yu Hongtao: because I studied computer science when I was at school, and I worked as a programmer for a long time after graduation.

Programmers still have a demand for age, because knowledge update is very fast. At the age of 30, I began to consider changing careers and then pferred to the industry.

Reporter: do you have the knowledge and experience of IT in the management of the company on Saturday?

Yu Hongtao: a lot of things are interlaced, such as making the procedure coherent and logical. In fact, there are some similarities in the management of the whole enterprise.

In the development of more than ten years, aiming at the development characteristics of our enterprises, we have combed out a set of business models suitable for their internal management.

For themselves, past experience accumulation still has a certain effect.

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Perseverance is the foundation of success.

Reporter: you are not a retail industry, but from IT programmers into the retail industry and become vice chairman, this is great. What is the most important reason for your success?

Yu Hongtao: persistence is the key to success.

When I entered the shoe industry on Saturday, the scale of the company was relatively small. There were only 72 stores. It was a small company. Over the past decade, with the development of the company, the company grew bigger and bigger.

Now there are some impetuous phenomena in the society. For example, everyone is keen on job hopping. I think that sometimes a little more perseverance and a little more perseverance will bring better results.

The most admired entrepreneur is Liu Chuanzhi.

Who is your most respected entrepreneur? What aspects do you think is worth learning?

Yu Hongtao: I personally believe that Lenovo's Liu Chuanzhi, whether I was in the IT industry or to the retail industry, the earliest when I was in the IT industry, he was the leader of the industry.

In the course of nearly 20 years since 90s, many people in the past could not see it now.

As a manager, as a leader of an industry, it can be quite difficult to maintain for so many years.

Reporter: and after he retired from the army, he made a comeback and brought the association back to a new high.

Military career has a profound impact on life and work.

Reporter: next we will talk about some easier life topics. How do you define fashion?

Yu Hongtao: I think the word "fashion" has personal understanding and understanding in my life.

Work understanding is the fashion of our product brand and is aimed at young women.

Of course, this fashion also has the concept of space and time. For example, there may be differences between European and American fashions, and there will also be differences between domestic and overseas fashions.

We hope to be ahead of fashion in China.

In my life, I am not a fashionable person, I am more casual.

Reporter: so, do you have any preference for dressing?

Yu Hongtao: there is no particular preference, because I was a military academy when I was in college, and I worked in the army for some time after I came out, so I always wore military uniform.

Reporter: the standardization and militarized management of military schools will affect your work or personal management and workplace, including the management of enterprises on Saturday?

Yu Hongtao: I think the impact on work and life is still very deep, because by the army's training, people's thinking and behavior will be profoundly affected, especially in the youth, and even to work life habits will have an impact.

Reporter: will you be strict with your subordinates? Will your management style be biased in order or flexible to motivate employees?

Yu Hongtao: I think some management methods can be flexible, but the principles of management should be strict.