Wu Changfen: The Trilogy Of Children's Shoes From Low-End To High-End To Brand

When you see Wu Changfen, you will be attracted by her smile. To use a cute adjective to describe a 40 year old lady seems inappropriate, but it is absolutely suitable for her. You can't see the shrewdness and wisdom of a businessman. The round face egg presents the dedication to the cause. Children's shoes A childlike innocence developed.

Children's shoes, easy!

Wu Changfen came out of Qingyuan County from a small mountain village in 2003 and arrived in Wenling. There is not much room in the small town of the county town, but the root of her happy life is found here. When he came to Wenling, Wu Changfen worked in the financial aspect of a children's shoe enterprise. She had some work experience and was soon able to adapt herself to the new job. In contrast, the biggest gap is that the intensity of the month's work far exceeds that of a small town for a year. Maybe there is a certain relationship between the enterprise and the industry. When Wu Changfen touches children's shoes, she can see a pair of cute children's shoes everyday. This reminds her of her grandmother's start for her younger sister. Cloth shoes The time was so warm and joyful that she forgot her hardships and inspired her to fight for her own brand of children's shoes.

In the end of 6 years of working life, in 2009, she worked with her current partner Mao Yaoqun to create the Wenling Maple shoe industry Co., Ltd. She has rich management concepts, and partners have rich marketing networks.

As with all starters, the initial business objective is to ensure the normal operation of enterprises, to maintain the profitability of enterprises, to achieve rapid accumulation of capital and make full use of industrial resources in Wenling. At first, the production of low-end shoes is the main product. As long as the original production mode is maintained, the development is quite smooth at this stage.

It's hard to make high-end children's shoes.

Through two years of operation, maple shaped children's shoes have maintained a good operation. The main foreign customers at this stage are in Iraq and other Southeast Asian regions, such as the Middle East and Malaysia. The price is cheap and the quantity is quite large. These are the main characteristics of the products in these areas. As for the quality requirements of the products, they are not acceptable, so long as you can produce them, they can accept them. For this reason, quantity is their guarantee.

As long as she insists on such production, easy operation is no problem. But on the one hand, she thinks that such a direction of production is quite different from her future development direction. On the other hand, with the impact of the international economic crisis, the unstable factors for foreign orders gradually increase, while the single production of low-end products is not conducive to the long-term development of enterprises. Last year, she made a major decision: turning the direction of the development of the enterprise to the production of high-end products. {page_break}

It's easy to make decisions, but to achieve them, the difficulties are much more difficult than imagined.

In order to enter this stage, Wu Changfen also has her. Management The way of trial, which has been producing and processing all the year round, is only concerned with enterprises. Apart from its business, it has not taken the initiative to go out of Taizhou. So she tried to participate in Canton Fair, Italy shoes exhibition, Germany GDS shoes exhibition, Las Vegas shoes exhibition and other high-level exhibition, trying to approach new high-end customers, fumbling in the trial list. In the process of testing water, they encountered a series of problems.

First, the European and American order customers have more stringent requirements, for example, the environmental requirements of the factory buildings and related supporting facilities; secondly, the source of the main raw materials for the products produced by the enterprises, the customers need to know whether the raw materials are authentic or standardized raw materials, and ensure the quality of the products at the source of the production; third, the factory must have the inspection report of the management side, and at the beginning of the development of new customers, the form of the letter of credit is used. Therefore, if you want to achieve the final settlement, you must meet the requirements of many documents.

Wu Changfen and his team were shocked by the series of problems. People in the group put forward different voices and think why we should ask for trouble. Keeping the original production mode, enterprises can easily guarantee profits, why they suffer from these hardships, and we are not professional. It is risky to do so. In her heart, there is already a blueprint, which must be faced with. If we encounter difficulties, we will not do it, nor can enterprises become bigger and stronger.

The environmental requirements are high, so as to improve the environmental standards of the factory buildings. If the old factory buildings were not affected by production, they did not know if the factory conditions were not up to standard, they would also affect the quality of the products. Wu Changfen also visited a lot of cloth market, such as Wenzhou Huanglong material market and Fujian Jinjiang material market, so as to find the best quality and the most affordable raw materials.

After the other requirements have been achieved, the products produced will encounter problems. The quality of the products is not up to the requirements of the customers, which makes her anxious. The templates and materials are provided by the other side. I am just making the final combination. Where is the problem? She is anxious. Where is the problem? If it can not meet the requirements, it will not be able to go out. After comparing the products, the general manager Mao Yaoqun found that the problem lies in the personnel aspect.

In technical personnel and management personnel, there is inertia, technical personnel production technology requirements can not be achieved, management personnel supervision and management of product quality and process specification also can not reach, seriously affecting the quality of high-end products. Therefore, Wu Changfen has gradually replaced the original production technicians and management personnel with all their efforts. All the new technicians and new managerial personnel are being used. Such changes require courage and determination, showing her determination to improve the quality of products. The original staff thought she was really a vicious woman, ungrateful, but the pain can be changed for the future development, she also endured.

3 months is not long, but they use this time to replace the personnel, 3 months of gorgeous turn, so the high quality children's shoes are finally produced, such a wait is as excited as the birth of their children. The first hard order was successfully completed, and her hard work paid off. At present, we have received orders from South Africa, Europe (mainly Italy, Spain and Belgium), and have been authorized by The Walt Disney Company to use Disney's cartoon characters on our children's shoes. We have familiar Mickey Mouse, Winnie the Pooh, SpongeBob SquarePants and so on. The variety of products is quite abundant, and now there are more than 1000 kinds of products, with annual sales volume reaching 1 million pairs.

Strict quality requirements are the core competitiveness of enterprises. The requirements for product quality have brought a good reputation for her, and customers are coming in. {page_break}

It's even harder to make your own brand.

"My production and operation is not only to earn those few dollars, but my ultimate goal is to create my own brand and do monopoly." Wu Changfen excitedly told reporters.

At present, there are not many high-end shoes for children's shoes in China. As far as China's national conditions are concerned, consumers have achieved the conditions for sale. Many single child families are willing to spend more money on their children and consume high quality products. Moreover, with the advent of globalization, Chinese consumers are easy to accept products in the international market, and consumers in the international market are willing to consume our products. Mao Yaoqun, general manager of maple shaped children's shoes, said: "we can achieve the goal of building a brand with Chinese culture combined with foreign aesthetic standards."

In January 2010, maple shaped children's shoes were applied to register an independent brand "Qi Mi Ruo" children's shoes. In the future, she will take her new image to the north and south of the river. Although the official registration has not yet come down, she excitedly applied the information to me, and her lovely micalo pattern was a lovely koala.

Although she did not reach the age of fallen leaves, she had to bring her own brand to Qingyuan, her hometown, and transferred the production base to Qingyuan.

She is already the executive vice president of the Qing Yuan chamber of Commerce in Taizhou. She is in Taizhou and has a heart and a little contribution to repay the help and support of the folks in Taizhou.