Xu Jianen: Sincerely And Reassuring To Be An Enterprise.

One day last year, Xu Jianen took the group's banner.

Wan Yimin, the general manager of the company, arrived at Landmark Towers Hotel in the forum.

Unlike usual casual clothes, this time he changed into a bland suit.

In fact, Xu Jian's participation in the forum has a great relationship with the "Wenzhou famous purchase" launched by the Chinese shoes.

In this summit forum, "Wenzhou name purchase", as one of the initiatives of the Wenzhou municipal government to link up the market with the growth of government and enterprises under the new economic environment, will make a high-profile appearance. It will pave the way for the promotion of Wenzhou brand image, the establishment of Wenzhou brand and the Wenzhou's brand name.

The channel is the main artery for the survival of the brand, especially the importance of shopping mall channels to enhance the brand in the current environment.

Seize danger and seize territory

Xu Jianen, who was born in the 60s of last century, is not very different from his contemporary counterparts in Wenzhou.

The same hardships and perseverance, the same diligence and good learning, the same entrepreneurial and hard work, the same as "every hair is wisdom" characteristics.

The difference is that former competitors, after experiencing the collective brilliance of China's shoe capital, have been stuck in a changing and mature market environment.

After 2006, a number of well-known shoe manufacturers in Wenzhou encountered the domestic market, Waterloo, had to carry out brand hosting or sell their brands to regional agents.

"At present, the leather shuffle has been washed almost, and this year is another ridge. A group of precipitates will be eliminated. This time, the brand that has been squeezed has basically no chance to turn over."

Xu Jianen in many fields called himself "do not understand a lot of things".

In fact, he saw it too clearly, otherwise he would not seize the opportunity in 2009 to focus on the stability of the channel and the expansion of the terminal.

This year, although it is very stressful, it is indeed an opportunity. "

Xu Jianen believes that now is a good opportunity to build brand.

Because of the economic crisis, the role of the past high is no longer unattainable.

For example, at the China department store summit this year, the major department stores were influenced by the decline of their performance, and put forward the re consideration of the merchandise mix. Many shopping malls have handed out olive branches to the brand of Chinese shoes, and the well-known shoe processing factories that have only received large brands and large orders have been selective open source orders due to the influence of the old customers' conservative product strategy.

And in the consumer market, the state may take more measures to stimulate consumption and encourage consumption upgrading. One of the key points of improving the whole social consumption level in 2009 is to expand the rural consumption market and raise the level of rural consumption, which is undoubtedly the best news for shoe enterprises.

What makes Xu Jianen more heartening is that when the economic callback comes out, some inefficient production modes and enterprises with poor foundation will be eliminated. Correspondingly, the enterprises left behind will have broader space.

"As long as we can seize opportunities and improve our capabilities, we will have a broader space for development in the future."

Xu Jianen's main focus of this year is to expand the market network. "Good shops are scarce resources, there is no good market, and how sales can get up, so we must grab the market first."

Xu Jianen has always been sensitive and good at grasping opportunities. This has been confirmed by hiring Ray Lui as spokesperson for the image of beast tyrants in 1999.

At that time, the celebrity endorsement was rare. The large amount of input made many shoe companies dare not take the risk. Xu Jianen was acutely aware of the arrival of the entertainment era. The spokesman would be able to boost the brand promotion vigorously, and the rate was earlier than that of the colleagues. This "fresh" trick almost "eaten" all day, which greatly helped the bully brand of the beast.

We must stand in the front row.

Xu Jianen left the public with the impression of being low-key, modest and gentle.

Usually, he likes to drink tea and listen to music. In his spare time, he must not miss movies.

Perhaps, if he is not an enterprise, he would rather have a quiet and leisurely life.

However, once the brand is made, for Xu Jianen, all his emotions and ideals are in the brand of the beast tyrant.

In the current crisis, market competition is more intense, and peers are not actively seeking breakthroughs.

AOKANG put forward the sixteen word policy of "confidence first, development second, optimization third, pformation Fourth"; Red Dragonfly pformed and upgraded to the diversification and specialization of enterprises, adjusted the market channel policy; Kangnai occupied the high-end market and carried out high-end manufacturing; other echelon brands also gradually focused on products and channels.

China shoe capital shoe business has never ceased the secret war, this time the smoke is even more.

"Three years later, animal tyrants must stand in the forefront of the industry."

In fact, Xu Jianen is not a big talkers.

Since 2002, animal tyrants have been growing steadily every year, and in this process, the company's internal framework, organization and management, sales and technology systems have become clearer and clearer.

"Through the accumulation of these years, the animal tyrants have been formed."

Xu Jianen believes that under current opportunities, animal tyrants should focus on structural adjustment.

As far as the market is concerned, we should continue to vigorously implement the sub company mode, so that agents can shoulder responsibilities, and enterprises will no longer be babysitters, so that we can spare no effort to make better strategic direction.

It is understood that the construction system of the branch company is very complete, and even the major customer management department is specially designated.

"This year we have also strengthened the service system. Besides maintaining guidance, there are also training staff for laying down shop operators, and enterprises in every region are responsible for the assignment."

In terms of product adjustment, in addition to enhancing the fashion of the product, it is also determined that the self produced shoes are mainly concentrated in the dominant categories, such as business Hugh, and so on.

"The first thing to conquer consumers is appearance. R & D is becoming more and more important. Products must be fashionable and comfortable.

We will do our profession and make our own shoes.

"If you don't work hard, you will fall off."

Xu Jianen often acts as a mysterious customer for terminal assault and is close to consumers to do research.

Now, Xu Jianen believes that the key is confidence, "no confidence will fall."

This time, the animal tyrants launched the "fifty thousand look for gold language" campaign, and issued the advertising slogans at the national terminals, not only to interact with consumers, but also to convey confidence to consumers, show the activity of animal tyrants and express the determination of animal tyrants to persist in development.

"Through this activity, consumers will surely remember the brand of animal tyrants."

It is reported that since the launching of the campaign, the Internet channel has collected more than 160 thousand advertising slogans, more than 10 thousand mobile phone messages, and a lot of letters, and more people have elaborated their ideas with 7 sheets of report paper.

In fact, in terms of confidence building, Xu Jianen did more than that, as well as agent service system, subsidy support, and updating the terminal image.

Wan Yimin, general manager of the animal tyrant, thinks that Xu Jianen has the perseverance of dropping water and wears like stones. He pays great attention to gradual progress, and starts to do things like "moistening things silently".

"His feeling is very accurate, the thing that decides is done, and can develop in a good direction."

Emotion is the best adhesive.

Doing retail is a war. It is better than firearms and ammunition than platoon soldiers.

The president of the United States of America has put forward a golden rule: if you care about your customers and love your employees, the market will be more loving to you.

It is more natural than Xu Jianen to know this.

"To be friends with others, we must protect others and not do bad things to them."

Xu Jianen is the kind of person who is better than his family to his friends.

"If you are not sincere and have your own ideas, it will make others feel uneasy about you, so you can't work together."

"Leniency" is an evaluation of Xu Jianen by an in-service executive. He thinks Xu Jianen is "broad-minded and honest".

However, a number of provincial agents of animal tyrants generally believe that Xu Jianen is more pragmatic and has a strong personality charm.

In fact, Xu Jianen's friendship and career are very high, so he has won widespread love and trust.

Xu Jianen attached great importance to communication with agents. He liked to chat with them and make friends on informal occasions.

He also attached great importance to his commitment to agents. Once he drove seven hours from Taiyuan to Xi'an to attend a conference of the agents overnight, and he was suffering from a cold for a day in the Taiyuan market.

For most of the provincial agents, Xu Jianen's support is almost second to none in the same level enterprises, and tens of millions of high market inputs each year.

In addition, Xu Jianen also attaches great importance to providing them with value-added capabilities and providing money making environment.

In 2007, animal tyrants actively promoted the strategic alliance of animal brands, and provided a series of services for members of this democratic alliance, aiming at enhancing the brand management and service capabilities of members and strengthening communication and cooperation among members of the alliance.

These are just the tip of the iceberg that Xu Jianen serves wholeheartedly for agents.

In the interview, plain Xu Jianen said he was not a capable person, "my senior managers are more professional than me."

Wan Yimin believes that this is Xu Jianen's modest statement, in essence, Xu Jianen is more powerful than other shoe makers.

According to records, in 2006, Yao Xueliang, a general manager of animal tyrant, signed a pen for about forty million yuan a year, and he was neither a shareholder nor a relative.

Yao Xueliang thinks that such a boss is hard to find with a lantern. Even if he left the beast shoe industry, he still served in another company of Xu Jian.

Now, Xu Jianen is also very reassured by Wan Yimin. "He's pretty good at it. I almost gave it to them."

Now, in addition to financial grasp, Xu Jianen basically does not participate in the specific implementation of the beast tyrants.

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It is hard to describe the pain and pressure of Xu Jianen when he starts to make shoes from the traffic inconvenience and turn from technology to sales.

"Though it is very hard, do a little bit."

Now, Xu Jianen's goal is to develop the brand of the beast brand wholeheartedly, so he refuses to buy the hydrangea from abroad.

He said frankly that the most important thing in the sprint process is to unify the values, so that the employees of the company, especially the customers, are highly identification with company's current strategic decisions.

In fact, Xu Jianen has already done it in a subtle way.

Henan agent Zheng pin wave has made an oath, "as long as I am in the day of animal tyrants, I will be loyal and dedicated to the day."

Xu Jianen's influence on agents can be seen.

Xu Jianen made more of his efforts in studying.

"Over forty, a lot of things are easy to be qualitative. At this point, we need to seek outside force to get changed and promoted. Learning is the best way."

Learning also led Xu Jianen to further examine his ability to control emotions.

"Competition is the competition of the market, not the competition between you and me. It's not that I eliminated you, it's the market knocking you out". This is what Xu Jian said to a agent who had followed him for many years. He had been thinking for a long time to encourage the agent, and now the agent's area has steadily improved.

Now Xu Jianen, who graduated from the business administration class of Zhejiang University, has devoted himself to the Sinology class to enhance his thinking height and realm.

To make a brand is a way of no return. There is too much energy to be invested. Xu Jianen is doomed to be idle and lead a life addiction.

In his tiny little body, he is full of the power to fight for the beast tyrants.

They grew up in the same period as shoemaking entrepreneurs. They were both the beginning generation and the test generation. They were the pition from traditional wholesale to ignorant and sober.

In the past, it was a land of nothingness. In the future, Xu Jianen would be actively preparing for the pavilion to embrace the courtyard and integrate it into Chinese creation.

The general manager of the beast tyrant shoe industry: Wan Yimin "joined the beast tyrant for seven years. Chairman Xu Jianen impressed me most with his words and deeds, and his broad-minded mind.

As the helmsman of an enterprise, he not only has a keen sense of market, but also has constant strength of dripping stone. Working with him is my blessing.

"The first time to meet Xu general is in the winter of 2002," said Guan Zhengqing, deputy general manager of the beast shoe industry.

In his little office less than 10 square meters, I saw shoes full of eyes. We talked about shoes at that time. The intuitive feeling he gave me was: This is a real boss.

Another meeting is in the spring of 2007, in a cafe on Riverside Road in Wenzhou.

I remember that I drank Tieguanyin, and Xu always drank boiled water.

We talked a lot about that day, but rarely talked about shoes.

This meeting made me realize that "the heart is selfless and broad."

In a flash, it has been two years in the beast tyrant.

Over the past two years, I feel more closely that Xu is not tall, but he is tall in the image of his employees. He does not speak highly of himself, but he always feels the power of self-confidence. He is not strict, but he always uses tolerance to make employees feel more confident in his work. He is not good at words, but he will use action to make staff workers full of confidence in the future of animal tyrants.

Planning Manager: ye innovation. "Mr. Xu Jianen is not tall but very energetic."

On weekdays, he never took a high position as chairman of the board, but a big parent in the team.

He is able to trust and empower professional managers to do the full operation of the company; at the same time, pay attention to and encourage the study and promotion of the middle and high levels; and, for more than ten years, the management of "honest and trustworthy, respectful and generous" and the tenets of the world are leading the steady progress of the animal tyrant group.

Zhang Runrong, general agent of Shanxi, said, "I have been acting for 14 years.

In 1995, at the same time, I was also representing the beast and another brand in Qingtian. It was the chairman's sincerity, kindness, concern and support for agents, and the good reputation of the company. I was forced to give up other brands and be an animal tyrant.

We have had some contradictions in the past ten years with the chairman, but we have never quarrelled and contradictions have been resolved through good communication. He can listen to our opinions.

I remember that 8 years ago, many shoe companies began to divide the area. At that time, I was very worried because the animal tyrants did not do so, which led me to a lot of job hopping.

I called the chairman and said this, and he said he would consider it.

I remember being very impatient at the time and saying that if I did not change, I would have to change jobs.

The chairman reiterated that he would seriously consider it. He did not expect to call me in second days, indicating that he would divide the area.

In the face of this year's crisis, I think companies should strengthen management, and agents and companies should work together in order to tide over difficulties.

Xu Jianshui, a Guangdong agent of animal tyrants, said, "I have a deeper understanding of the chairman in the nine years of happy cooperation with animal tyrants.

At the beginning of contact, because I was not clear about his personality, I had just contacted the market, so I was rather afraid to talk to him closely.

For a long time, I knew that he was a pragmatic and willing person. He was easy-going and tolerant. He took the overall situation as the focus and treated the work conscientiously and conscientiously.

His business ideas are very good. For the future development of the company, the objectives are clear. He has always said that "there are goals to be directed".

We associate like brothers.

He often communicated with us some business programs and important information on the market, guiding the operation, so that I am confident of making the market bigger and constantly encouraging us to move forward.

He always said, "as long as agents are thoughtful and energetic, they will strongly support".

In the new year, I hope he will continue to maintain the belief of pioneering and innovation, and believe that the beast tyrants will be stronger and bigger under the leadership of chairman Xu Jianen.