The Future Of China'S Footwear Industry Is A Long Way To Go

Memories of childhood life, money Jin Bo is still vivid.

"When I was little, my family was very poor. I didn't spend money because my family had no money, so I could only play with red dragonflies every day."

In order to get rid of poverty at an early date, Qian Jinbo, 18, chose to work and work away from home.

In the 8 years from the age of 24, Jin Bo sold Wenzhou's leather shoes across the country.

However, because of the uneven quality of leather shoes in Wenzhou, when he went to Wuhan to do business, he suddenly heard that Hangzhou's Wulin gate burned Wenzhou shoes and felt very sad. So she decided to run factories and strive to produce first-class leather shoes.

In China's shoemaking circles, Qian Jin Bo is no doubt an alternative character. Although the company's output value is about 2000000000, it has more than 20 thousand employees, but he behaves elegance, behaves in a low-key manner and is more like a scholar. While many enterprises are expanding their capacity crazily, Qian Jin Bo pays more attention to sales channels and terminals.

He thought that if the red dragonfly and the capital market were butted together, the most attractive investors might be the more than 4000 sales terminals which had been built by the red dragonfly. Qian Jin Bo was obsessed with shoes culture and invested tens of millions of yuan to start the Museum of shoes culture. Qian Jin Bo was optimistic about the development of China's shoemaking industry, but he believed that the main attacking market in China's shoes industry is still a middle-income group. To make Chinese shoes occupy the high-end market of Pyramid, and let shoes become high-end products, it may take generations of efforts.

"Red dragonfly is my childhood companion" when asked why he chose the brand of red dragonfly, Qian Jin Bo said, "red dragonfly is my childhood companion."

"When I was wearing a straps, wearing a red scarf / holding my mother's hand / looking at the blue sky and white clouds / telling her / last night / I dreamed of a red dragonfly..."

This rather immature poem was written by Qian Jinbo when he was 12 years old.

Memories of childhood life, money Jin Bo is still vivid.

"When I was little, my family was very poor. I didn't spend money because my family had no money, so I could only play with red dragonflies every day."

Despite being in Wenzhou, most families in Zhejiang, Yongjia and Nanxi River are not rich at the initial stage of reform and opening up.

After several years with the red dragonfly, the 18 year old Qian Jinbo chose to work away from home and do business in order to get rid of poverty early.

In the outside world, Jin Bo knew the hardships of breaking through the world.

At first, Qian Jin Bo did craftsmanship. He worked as a carpenter and worked as a painter. But after all, handwork is not Qian Jinbo's ambition. He can earn only two thousand or three thousand yuan a year.

When he heard that he could make a lot of money in business, even if he had to take 5000 yuan for a bad trip, he joined the leather shoes merchants without hesitation.

In the 8 years from the age of 24, Jin Bo sold Wenzhou's leather shoes across the country.

However, due to the uneven quality of leather shoes in Wenzhou at that time, when he went to Wuhan to do business, he suddenly heard that Hangzhou's Wulin gate burned Wenzhou shoes and felt very sad. So she decided to run factories and strive to produce first-class leather shoes.

In 1995, Jin Bo returned to his hometown, Yongjia, with 5 million yuan accumulated over the past 8 years. He decided to do something for his boyfriends, and the Red Dragonfly shoe factory came into being.

But at that time, the competition of footwear industry in Wenzhou and even the whole country was very fierce. It was not easy to run shoes factories in Wenzhou. On the one hand, there were more than 4300 shoemaking enterprises in Wenzhou, including Kangnai, jelda and AOKANG. On the other hand, there were more shoe manufacturers in the country.

At this time, the market environment of red dragonfly is not ideal.

However, in just more than 10 years, the Red Dragonfly Group has developed into one of the largest footwear enterprises in China. In 2006, the red dragonfly group had more than 28000 employees with an output value of more than 2 billion yuan.

"In such a fierce market competition, there is no such thing as something that is different from others."

Qian Jinbo knew this very well.

In order to gain a firm foothold in Wenzhou shoe enterprises, Qian Jin Bo decided to focus on quality building and brand building.

In 1998, Qian Jin Bo began to implement the "green grass" monopoly plan, which is a low cost expansion of the monopoly chain store mode.

After several years of development, the red dragonfly has formed a unique cultural marketing and service process on its exclusive service, including pre-sale, sale, after sale service and so on. At the same time, it also pioneered 800 national quality free service hotlines for its customers.

At the same time, corporate culture is also a top priority in Qian Jinbo's eyes. Exploring shoe culture has become the focus of Qian Jinbo's next development of the market.

"A contract for 10 million yuan is better than finding a pair of three inch Golden Lotus."

This is what Qian Jinbo often said.

As usual, as long as there is a chance to travel, Jin Bo and other vice president will look for ancient shoes everywhere.

In Red Dragonfly Group, there is a popular story: once on a business trip to Macao, Qian Jin Bo did not go to the casino but went to the streets to look for antique shoes. Finally, he found a pair of nail boots in the Qing Dynasty. Although the other party quoted 5000 yuan, he was happy to buy it.

According to the data provided by the Red Dragonfly Group, at present, the Red Dragonfly shoe culture museum has placed more than 1000 objects, which have been extended from the Tang Dynasty to the present, with the oldest shoes in China, including cloth shoes, straw sandals, animal shoes, craft shoes and so on.

In addition, the shoes displayed on the wall match with the folk customs, shoes and literature, such as "Zhang Liang kneeling" and "Xie Gong Cai".

It is understood that in order to build this museum, the Red Dragonfly Group has invested tens of millions of yuan.

In addition, the Red Dragonfly Group has published "Chinese shoe culture dictionary", "Oriental shoe series" and other books, and issued the stamp of Chinese shoes culture.

Qian Jinbo believes that brands enhance the intangible assets of enterprises.

He laughs and says, "the name of red dragonfly is very beautiful. After the brand is hit, we spend less on advertising than others, but reputation and popularity may be higher than others."

In Qian Jinbo's view, the core brand of an enterprise often embodies the cultural details of the founder and his emotional accumulation.

"The brand must be deeply rooted in the hearts of the people. It is up to the boss to experience his parents, to yearn for it, and to have emotional input rather than direct profits."

The more than 4000 sales terminal is the most important resource after 12 years of development. At present, the output value of Red Dragonfly Group has reached about 2000000000 yuan.

In the eyes of many people, about 2000000000 yuan is already the ceiling of shoemaking enterprises, so it is difficult to make any qualitative leap.

But Jin Bo did not believe in this evil. He insisted that to break the ceiling, the mode innovation must be put on the agenda.

Diversified development is one of Qian Jinbo's solutions. Qian Jin Bo said: "apart from leather shoes, we will extend the brand of red dragonfly to other fields, such as children's wear, children's shoes, women's clothing and so on."

But at the same time, Qian Jin Bo also said that red dragonflies do not necessarily go directly to the production of children's clothing and women's clothing. It may be through the way of OEM to expand production capacity under the premise of guaranteeing quality.

There are brand integration stores corresponding to diversification strategy.

Integrated concept stores learn from the international popular shop operation mode.

"Integrated store" is a concentrated display of all kinds of products of the Red Dragonfly brand. It enables consumers to choose leather shoes in the store, and can also conveniently purchase leather articles, clothing and accessories needed to satisfy consumers' one-stop shopping.

In addition to diversified development and promotion of integrated concept stores, Qian Jin Bo also revealed the future listing plan.

"We hope to dock with the capital market within two years. At present, we have signed 4 intermediaries to launch the listing plan."

For the purpose of financing, Qian Jin Bo said: "financing will mainly be used for the development of channels, sales terminals and new products."

He believes that now the Red Dragonfly more than 4000 sales terminals may be the most attractive to investors, mastering these terminals, coupled with the development of Red Dragonfly children's clothing, women's clothing, leather goods and other products, the company's development prospects will be very good.

The future of China's footwear industry is a long way to go. "Building a brand doesn't mean a lot of advertising or simply digging up the cultural connotation of a brand."

Entering the shoe making industry for more than ten years, Qian Jin Bo has also been paying great attention to product innovation.

More than a month ago in December 18, 2007, Qian Jin Bo was selected as the "2007 brand China's annual figure". The key word he chose was "sports shoes technology Dragonfly".

Qian Jinbo hopes to get through sports, leisure and office through sports shoes, so that Chinese office workers can move and climb mountains without changing shoes after work.

In addition to this honor, the red dragonfly has long become a famous brand in China and a well known trademark in China.

The production of red dragonfly has reached tens of millions of levels. Now it has played an important role in the market of the two or three tier cities in China.

But Jin Bo's answer was cautious about when Chinese shoes were asked when they could occupy the world's high-end market.

"The output of our Chinese shoes is no doubt the first in the world. However, it is likely to take ten or even decades to make Chinese shoes the world's most sought after brand. If we count the last few decades, Chinese shoes should stand at the Pyramid tip of the world footwear industry, which can still take several generations' efforts."

Return to the society, happiness itself, though at present, red dragonfly has become the giant of Chinese shoemaking enterprises, but accumulation of wealth is not Qian Jinbo's ultimate goal, "the more wealth, the greater the responsibility."

He said that in addition to legal operation, providing more employment opportunities and paying taxes according to law, charity is also an important way for enterprises to repay society.

In fact, as early as the early 1995, the Red Dragonfly charity began.

At that time, Jin Bo could not afford to build factories. The company started the first order by hiring more than 500 square meters of factory premises and 40 employees.

Even so, Qian Jin Bo also took part in the "200 pairs of poverty alleviation activities" in the county, and took out 30 thousand yuan to set up a "Red Dragonfly" fund in the East stove Village Primary School in Yongjia county to help the children with family difficulties to complete their studies.

Nowadays, many of the students who have been helped have gone to university.

Under the leadership of Qian Jinbo, the Red Dragonfly Group has donated various funds to the community in the past 10 years, totaling 34 million yuan, and has adopted 1000 children throughout the country.

In addition, the group has invested 10 projects in the hope of constructing a primary school, and has invested 10 million yuan to set up a fund to participate in the activities of the Zhejiang Youth League's "Shanhai collaboration for rural youth continuing education" and to set up a love fund of 10 million yuan to subsidize 4000 impoverished students each year.

According to reporters, Qian Jin Bo has entered the "Hu Run China philanthropist list" four times.

But Jin Bo didn't care much about the list.

He told reporters, "I don't care if I can't get on the list. Wealth represents the ability of the enterprise, but it means the responsibility of the enterprise and the entrepreneur. And the heart of charity is not only entrepreneurs, but more money, less money, less donation. Even if there is no money, it can contribute. I think everyone can become a philanthropist. The key is to have a good heart."

In recent years, Jin Bo has focused on the main direction of philanthropy in youth education. He has his own reasons for choosing this direction.

"Like many other businessmen in Zhejiang Province, when I was a child, I had to go to school after I finished middle school because of family difficulties and other factors.

Despite the success of the venture, the conditions have been well received.

But I think there are still many children in the country who are unable to receive education because of poverty. They will be very heartache, so they will give back some of our wealth to the society, which is to repay the society and be happy ourselves.