Yu Jinhua, The Head Of Jill: Do It Well If You Want To!

Fangzheng's big face, simple and honest smile, wide and smooth forehead.

This is the first impression of Yu Jinhua.

It feels like this face is a bit like Gilda's trademark.

In particular, the mole before the forehead is like the star in the trademark, which is a good mole of "lofty ambition".

Yu Jinhua often used the motto that he shared with his employees: "if you say something, you can do it; if you want to do it, you can do it well."

In 1991, Yu Jinhua, more than 20, took over the burden of the head of Wenzhou Jill Da Shoes Co., Ltd. from his father Yu Ashou.

From the small workshops of several people to the large enterprises of thousands of people, decades of ups and downs, the father, who has been honored as "the elder's leather shoes", has brought the enterprise to a certain height.

How to achieve the re launch of entrepreneurship, Yu Jinhua faces his father's expectations, employees' expectations and the industry's attention.

When he took over just now, Yu Jinhua had a complex mind and felt a great sense of responsibility.

Because he is not only the father of his father, but also a social attribute, it is an unshirkable responsibility for general manager Yu Jinhua to manage "Jill Da" from a family perspective or from a social perspective.

As early as in the early 1980s, Yu Jinhua, who was just 20, went all the way to sell his father's shoes.

In Jiujiang, Wuhan, Jinhua and other places, he opened one store after another, carrying out the sole operation of shoes.

This is an earlier explorer in the domestic industry at that time.

Yu Jinhua recalled that at that time, Chinese products were in short supply and footwear products were popular. "Some laymen saw our products sell so well, earning hundreds of thousands of dollars a year, buying houses and buying cars, they all came to make shoes."

In the middle of 1980s, due to the expansion of the industry scale, Wenzhou's labor force was tight and raw materials were short.

"So (the layman) uses the materials that are not allowed to be used on shoes."

Many people may remember that there was paper in Wenzhou shoes.

Yu Jinhua said that the paper was allowed to be used at the time, but the quality of the paper was good or bad.

Therefore, a large number of "one day shoes" and "morning and evening shoes" appeared on the market.

"Before the reputation is broken, we also know that some people are making fake and shoddy things, but they are all about everything, and their reputation is very short."

At that time, Yu Jinhua was doing the market in Wuhan, and goods were often taken away by the business department. "No need for reason, as long as Wenzhou shoes are good or bad."

In 1993, in Wenzhou shoes, because of the fake and shoddy and the Chinese people shouted the air gap, Yu Jinhua became the first Wenzhou shoe enterprise to dare to play the Wenzhou shoes brand in CCTV advertisement.

At that time, some people said that this is a waste of money, not advertising is good, advertising, leather shoes no one wants, because Wenzhou shoes were regarded as "fake and shoddy" products at that time, and "gill Da" dare to play the "Wenzhou banner", many friends at the time did not understand, and urged Yu Jin Hua shoes to play the "Guangzhou, Shanghai" and other places of the brand, but Yu Jinhua's answer is very loud: "I was born in Wenzhou, in Wenzhou, I do not fight the Wenzhou card to fight what?"

"Sooner or later, the brand of Wenzhou will be renewed."

In December 2001, Jill launched and hosted the "seminar on the development of the credit economy and the development of private enterprises in Wenzhou" in the Great Hall of the people of Beijing, and Yu Jinhua has again become a journalist focused by many national media such as CCTV.

Facing hundreds of millions of audience, he confessed his heart and made a public commitment: to do business with good faith, and to actively advocate "credit economy" to the shoe industry colleagues, with the high sense of social responsibility of the Jill people, and conscientiously accept the supervision of the national consumers, and take the lead in building the reputation of the Wenzhou shoe industry in the eyes of the Chinese people.

Yu Jinhua, who travels internationally, spends much of his time on planes.

For him, going abroad is just as normal and casual as visiting relatives.

The earth seems to be getting smaller and smaller under his feet. His footprints have spread all over the United States, Germany, Italy and Russia.

Yu Jinhua received the first foreign order in 1995.

"At that time, we only knew that the market there was very hot, but the details were not clear."

Russian businessmen know that Wenzhou shoes are cheap and fine, but they do not know where the small town is. They can only be purchased at the border or Beijing market.

Every year, Jill reaches 40 million yuan through middleman pactions.

After a few years, the contradiction between the middleman and the manufacturers began to intensify.

Middlemen keep lowering prices and the payment is not in place.

In 1997, Yu Jinhua, who was unable to endure being led by his nose, broke up with middlemen at a cost of five million yuan.

He shipped the processed shoes to Beijing and Urumqi, and began his international walk.

In recent years, Yu Jin Hua has taken a direct look at the commanding heights of the European footwear market. In Italy, known as the "world shoe capital", a large number of Jill Da stores have been opened to launch attacks on the world's top brands.

Now, the annual sales volume of Jill reaches hundreds of millions of yuan, accounting for the proportion of the total business of the company. It has surged to 60% - 70% from a few years ago, and the growth momentum is very strong.

At home and abroad, the good management pattern of keeping abreast of marketing has made Gilda unique and unique in the Chinese shoes capital, and has greatly enhanced the ability to withstand market storms.

During the 2003 Iraq war and the "SARS" rampant period, Wenzhou shoe enterprises generally faced major challenges.

Many of their peers, who rely on orders, produce a single market operation channel and stop production and holidays. However, Jill Da is not bright in the East, and the production is always booming.

Gilda, the father of Yu Jinhua, general manager of leather shoes, is the first president of the chamber of Commerce established to regulate the footwear industry in Wenzhou.

Yu Ashou's mother died in the war of resistance against Japanese aggression and died of illness in the countryside. His father had a serious illness because of his illness. Two brothers went to their students to make their own way.

At the age of eight, Yu Ashou was like a wandering child. He sold candy, fruit, firewood, herbs and toilet paper at the age of ten.

Later, he became an apprentice to the shoe master.

When Wenzhou was liberated, he put a shoe stand on the corner shop of his relatives.

In 1958, he enrolled in the east red shoe factory and became a full-time worker.

After a few years, he had a serious illness and owed 70 yuan in the factory, which was already a heavy debt at that time.

In order to repay debts, Yu lived at home and quietly made shoes, making two pairs of shoes a day, earning four cents a pair.

But because someone accused Yu Ashou of "taking the capitalist road" was removed from the factory.

In order to earn a living, he took up the burden and sold seafood.

Yu Ashou, who made leather shoes, felt that he should not be a fish dealer or a leather shoe.

In 1973, he picked a day, and Yu lived a 10 square meter store in Baili square and put up a shoe stand.

After all, Lao Shi is an old secretary with good skills and good business.

He also received an apprentice, making 35 pairs of leather shoes a day.

Later, I ran a leather shoes factory in a rural enterprise in the suburbs.

Yu Ashou took disciples one after another, and taught his disciples the truth.

Results fifteen of the sixteen disciples were now the owners of shoe factories.

What really made Yu Ashou famous is that in June 1988, the footwear association of Lucheng District of Wenzhou was founded. This is the first trade association of Wenzhou.

Yu Ashou was elected chairman of the footwear association of Lucheng district with his popularity, reputation and qualifications in the footwear industry of Wenzhou.

There is a strange phenomenon in Wenzhou, China shoes capital. In the shoe industry of scale, the enterprises named "Wenzhou" are few and far between.

There are probably only one family of Jill.

When it comes to this, Yu Jinhua does not feel inferior to others, but does not have a stirring view.

He said he was born in Wenzhou and grew up in Wenzhou, so he is proud and proud of being a Wenzhou person.

Wenzhou has grown from a byword of "fake and shoddy" in the past to a famous regional brand.

The gold content in Wenzhou is constantly rising, which will promote the brand internationalization of enterprises.

J. J. Da is a family enterprise.

Basically back to the second line of the remaining life, more than 10 years ago, the enterprise handed over to the son Yu Jinhua in charge.

Daughter Yu Min and son-in-law Li Guohua manage production, product development and international trade respectively.

They were born in the family of "shoe king". They learned to make leather shoes with their eyes from childhood.

In their offices, and at lunch breaks, there are a bunch of shoes that are technically up to date, and they observe and comment from time to time.

The concentrated study of leather shoes has infiltrated their spiritual life as if they were part of life.

At present, Yu Jinhua's son is studying in a key school in Wenzhou. He spends 10 yuan on his way to school in the morning and takes more than 40 minutes to go home in the afternoon.

The daily allowance is controlled at about 5 yuan, and I have to repay it when I return.

At noon together with the students in the school cafeteria to eat.

Once, because his son was too many people, he didn't want to line up. He spent tens of dollars outside to eat a McDonald's, which was criticized by his father.