Monrani Is Affected By Economic Influence.

Affected by the economic situation, the shoe industry is facing cold winter.

Wenzhou covers an area of only 2 mu.

Shoe industry Co., Ltd. has doubled its annual output value in recent years, and its output value is only 300 yuan in 2005. This year's output value is expected to exceed 60 million.

What is the secret of doubling the annual output value? Xie Rongfang, executive director of the shoe leather industry association, revealed that the breakthrough of Monrani was to take the "third mode" of Wenzhou shoe creation brand to be a "technology oriented" brand.

Professionals in the industry believe that Wenzhou shoe making enterprises have created two brands of brands in the past: one is the marketing brand, the other is AOKANG, red dragonfly, spider king and so on. They are famous in the domestic footwear market. One is the "production oriented" brand, such as Dongyi, Ju Yi, Jin Di, Charlie, etc.

From once brilliant to closing factories

The development strategy of small and medium-sized enterprises is largely related to the boss's experience.

Zheng Guohong turned out to be the process designer of the curtain factory of Wenzhou second light Bureau.

In 1983, he and his colleagues went to sea to jointly run shoe factories.

A year later, he came out alone.

Zheng Guohong's five star Footwear Company, both men and women leather shoes, is mainly sold to the three northeastern provinces.

Around 1991, with the rise of Russia's border trade market, he began to set up offices in Suifenhe, Manchuria and other border trade ports with Russia to sell "Monalisa" shoes.

To Zheng Guohong's memory, the company's riding boots were very good at that time, although the price of each pair of boots was 10-20 yuan higher than that of Wenzhou counterparts, but the business was very good, and all of them were cash pactions.

Zheng Guohong, who was born in the process of technology, was especially interested in shoemaking, and the more he paid attention to technology, the more he could not expand the scale of production at that time.

In the era of shoe selling, the production scale of the five star footwear company did not expand in time.

By 2004, most of the other Wenzhou shoe companies who had done border trade mostly sold shoes to Moscow; the five-star shoe companies still engaged in border trade were rapidly shrinking.

It was hard to sell shoes to the Russian market. Zheng Guohong wanted to expand the South American market, so he went to explore the Chilean market.

After coming back in Chile for a month in 2004, he made a startling decision: sell all the equipment producing cold sticky shoes, dismiss employees, and shut down the five star shoe company.

From traditional shoemaking to technology shoe making

After closing the five star shoe company, Zheng Guohong and a dozen technical workers left to study the injection shoes.

Zheng Guohong is interested in the injection shoes because of its high technology content, no glue glue, almost completely environmental protection, and bright future.

At the beginning, Zheng Guohong and the workers worked very hard.

He recalls that he sometimes runs 6 times a day to Ruian, and then goes to injection shoes factories, mold factories, designers, publishing plates, shoe samples, and then contrasts the gap between the world's top casual shoe brand "ECCO" injection shoes.

After nearly 1 years of research and development, Zheng Guohong restarted in the first half of 2005 in the old factory building.

Because the "Monalisa" trademark application is not registered, he registered the "Mongolian" trademark.

Monrani Shoes Co., Ltd.

After the injection of injection shoes, AOKANG, Kangnai and some footwear brands in Guangzhou have been processed in the company.

Zheng Guohong told reporters that at that time there were many orders, but the company had only one production line, and only a few hundred pairs of injection shoes could be made a day, and the scrap rate of the product was as high as 30%-40%.

Zheng Guohong believes that the normal scrap rate of injection shoes should be controlled at 7%-8%.

The high scrap rate has also encouraged him to continue to strengthen research and development. "Now the scrap rate is about 5%, which is almost the same as ECCO's technology."

In 2006, when Zheng Guohong went to a mold factory to develop moulds of highly difficult injection shoes, he was seen by customers of Russian Step company.

The customer took Zheng Guohong's hand and said, "I haven't found a partner like you for 5 years, and now I have found it!" Meng La Ni tried to develop 9 injection shoes for Step company, and finally got 7 shoes, and got about 2 million yuan order.

In those days, Monrani's annual output value was only 300 yuan.

From OEM to brand operation

However, it didn't last long. The ECCO brand owner, Dani, began to "start" with the company.

In July 2009, Iask introduced to Monrani, the Patent Reexamination Board of the State Intellectual Property Office of China, the request for invalidation of the design patent of "sole (801)". The reasons for its statement included the same patent application as the patent application before, and the similar exterior design.

After the defense, the State Intellectual Property Office found that Monrani's products were "original" and the patent right was effective.

But Ike was dissatisfied with the ruling and filed a lawsuit with the first intermediate people's Court of Beijing. The Patent Reexamination Board of the State Intellectual Property Office and Zheng Guohong were brought to the dock.

A year later, the first intermediate people's Court of Beijing made a first instance decision, and maintained the Patent Reexamination Board of the State Intellectual Property Office.

For twice winning the patent lawsuit with ECCO, Zheng Guohong said that this is closely related to Monrani's emphasis on declaring invention or design patents while studying.

It is understood that since 2006, Monrani has been used for shoes.

Nearly 30 inventions and designs, such as shoe last, product and so on, and become the only enterprise in China to produce plastic shoes for injection molding.

At present, the company has registered a new trademark AEHV in 43 countries and regions around the world, and plans to push the injection molded products into the global market.