Wenzhou Shoemaker Will Not Be Able To Open An Order For &Nbsp.

In the domestic market, the international metropolis Shanghai and the fashion center Guangzhou have always been the "high ground" that Wenzhou shoe enterprises can hardly overcome.

After nearly 10 years of struggle, AOKANG has set up a model market in Shanghai, and the red dragonfly is also highly praised by the peers in Guangzhou market. They have become the hero of Wenzhou shoe industry to conquer Shanghai and Guangzhou market.

Wenzhou's Chong de Shoes Co., Ltd. (hereinafter referred to as "Chong de shoe industry"), which is fragrant outside the walls of the wall, is also an even more promising tool: since its establishment in 1997, the company has never opened an order for more than ten years, "what shoes the company does, and what shoes the agents sell."

Because the shoes sell well and the agents earn money, this "glorious tradition" has been maintained until the end of 2010.

No alternative for ordering

On the Yongqiang road in Yongzhong street of Longwan District, the gate of Chong de shoe industry, which started from a small family factory, is not obvious. But from the three or four meter wide gate, it has entered the long corridor, but it can find a picture of a unique cave.

At the beginning of 1997, Jiang Desheng and Shao Chonghua saw that those who made shoes around could earn a lot of money.

At that time, you might not think that "Chong de" looks more like the brand of shoes for men's shoes. Since then, it has been able to thrive in fashionable women's shoes circles.

Like the vast majority of women's shoes enterprises in Wenzhou, Chong de shoe industry is on the provincial general agency system in terms of sales mode.

According to Jiang Desheng, chairman of Chong de shoe industry, at present, the company's sales network has been relatively sound, and the more than 20 provincial general agents will be loyal to Germany.

According to Teng Zhijie, general manager of the marketing group of the Wenzhou group, in the early days of the business, the shoemaking enterprises in Wenzhou had little output per day due to their small scale. They usually did not need to open the order. However, as the scale of the enterprises continued to expand and the market competition became more and more intense, from the end of the 90s of last century, the convening of the new product orders for each quarter was becoming the "iron rule" of the shoe enterprises in Taiwan.

Now, in order to seize the opportunity in the fierce competition of the market, some Wenzhou shoe enterprises are holding a small order meeting once a month, and have a large order meeting every quarter.

At present, there are two shoe making production lines in the Chong de shoes industry. More than 400 employees can produce more than 4000 pairs of shoes a day, with an annual output of about 1000000 pairs.

In Teng Zhijie and other senior shoe industry, it seems that as an enterprise with about 1000000 pairs of women's shoes, it is rare for the shoe industry in Wenzhou to do so for more than ten years and do so well.

So, where is the secret of the worship of the shoe industry for more than ten years?

three-pronged approach

Show "smile curve"

In 1992, Stan Shih, founder of Acer group, put forward the famous theory of "Smiling Curve".

"Smile curve" refers to a curve with a smile mouth shape rising at both ends. In the industrial chain, the added value is more reflected in the two ends of "design" and "sales", while the "manufacturing" added value in the intermediate link is the lowest.

Chong de shoe industry did not set up orders for more than ten years, but sales volume has improved steadily. The biggest secret is to seize the key point of R & D design. The fashionable fashionable shoes of Chong de women have been selling well for many years in the market.

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As a fashion industry, the R & D design ability of shoemaking enterprises is very important.

According to Shao Chonghua, general manager of the company, in this respect, Chong de shoe industry is willing to work hard to protect the industry.

First, make full use of internal resources to improve R & D design capability.

The company's research and development organization has 8 shoe designers, who can develop more than 100 women's shoes every quarter.

As most shoe designers are in the company for a long time, the fashion style of Chong de women's shoes can not only make a good historical heritage, but also bring forth new and innovative abilities.

Two is the company chairman Jiang Desheng often led the team to Guangzhou, Kunming, Shenyang and other places in the forefront of the market, the procurement market is relatively popular shoes.

According to statistics, dozens of good-looking and practical footwear samples can be collected every month.

The three is to make full use of the resources of agents.

Every month, agents from all over the country will send the best sellers' shoes in the local market to the company's R & D institutions by express mail, so as to provide reference for the shoe designers in the process of R & D and design.

Shao Chonghua told reporters that such a three pronged development of the design of the Chong de women's shoes, even in the international metropolis Shanghai, China's footwear industry fashion center Guangzhou, also sold quite well.

Ten years ago

They went to Shanghai and Guangzhou.

After nearly 10 years of struggle, AOKANG and red dragonfly have become the heroic brand of Wenzhou shoe industry to conquer the market of Shanghai and Guangzhou.

But few people know that from 1998 to now, "Chong de" sold only 100 thousand pairs of women shoes in Shanghai and Guangzhou every year.

When we first started business in 1997, Chong de women's shoes entered Jiangsu's Changshu market.

Shao Chonghua recalled that the company Shanghai

To Shao Chonghua's memory, Hu Sen was dressed up in fashion.

When he had curly hair, long beard, wearing a windbreaker and pulling a suitcase and appeared in the shoe factory of Chong De, many workers looked out of the window of the workshop, and everyone thought it was a foreigner.

When he spoke, he knew that he was a real Wenzhou man.

Speaking of Hu Sen, Shao Xiuhua, deputy general manager of Chong de shoes, has always called him "brother" kindly.

When the company delivers goods to Hu sen in Shanghai shoe city, it will write "brother collect" directly in the recipient's column.

From 1997, it was also the "younger brother" who was dressed up for fashion. For the first time, Chong de women's shoes were placed in supermarkets in Shanghai.

Since then, Chong de women's shoes have entered various supermarkets.

In the Shanghai market, the annual sales volume of Chong de women's shoes is more than ten thousand.

Huang Guoqiang, a wholesale businessman in Guangzhou metropolis shoe city, became an agent of Chong de shoe industry in 1998.

If the "younger brother" has driven the sales of Chong de women's shoes to Shang Shang, Shao Xiuhua believes that Huang Guoqiang's purchasing pattern has also made her learn something new.

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Shao Xiuhua said that when other agents came to the company, they would do their best to buy shoes. But when Huang Guoqiang and his wife came to the company, the two people had always been "visiting the mountains and waters", ignoring the shoes, but letting a number of shop managers take full responsibility for purchasing.

Huang Guoqiang said that front-line workers can reach consumers and grasp the style more accurately.

Similarly, the sales volume of Chong de women's shoes in Guangzhou market is more than ten thousand a year.

Agent

Often to the company "grab goods".

Because it has always been "what shoes the company sells, and what shoes the agents sell," so when the products are selling well, this "fixed sale" mode sometimes leads to the product being out of stock, and the agent will go to the company to grab shoes.

Last winter, a shoe grabbing war was staged in Chong de shoe company.

Shao Xiuhua said that when the weather suddenly turned cold and the demand for cotton shoes increased suddenly, agents called the enterprises to make up the order, and received so many orders at once. The company had to ask the workers to work overtime to catch up to 10 o'clock at night, and two lines of over load production, which could produce 5200 pairs of shoes per day, but it could not satisfy the increasing demand for delivery.

In order to get the goods earlier, agents in Changshu, Hefei, Shanghai and other places all went to Wenzhou by themselves, waiting for shoes to be packed in the workshop, and then shipped back in person.

Many agents say that if they do not come to Wenzhou to pick up their own products, the hottest ladies' shoes will not be able to get them at all. They will not only get a lot of income but also have bad customers.

Shao Chonghua, general manager of Chong de shoes, experience:

1. as a fashion industry, the research and design ability of women's shoes enterprises is very important.

2. only if the agent makes money first, then the company can make money and the agent can listen to the company.

3. if small and medium-sized enterprises want to expand, they must first be strong.

If it is big but not strong, it is better to be strong first.

4., focusing on industry can reduce the risk of long investment.