Singapore'S Huanglong Shoe Industry Enters Taiwan

(left) Huang's second generation of old four trillion yuan, old three trillion Hao and the three generation successor Pei Jian.

Two months ago, Singapore shoe brand Essex Walk set up a stronghold in the shopping center of Taipei, Taiwan. Because Essex Walk has a clear brand positioning, the fashionable and exquisite flags are taking the route of superb boutique women's shoes, and the modern oriental aesthetics has been incorporated into Western elegance. Although the price is between 500 and 3000 yuan, the elegant taste is very popular with the Taiwan world.

The development of Essex Walk brand is the shoe industry of Singapore, "Huanglong shoe industry".

It is said that "rich three generation", for a traditional industry, it is not easy to carry forward the three generation, and to go out of tradition based on tradition.

For people familiar with the shoe industry in Singapore, "Huanglong Ji" is certainly not an unknown name.

Huanglong Ji specializes in shoe heel and shoe last, which is a traditional and unpopular industry.

In 50s, the family handicraft began with entrepreneurship. The late founder Huang Shilong and his wife Luo you hao, who worked in carpentry, learned to make heels in 40s. In 1952, the "home and factory two in one" family factory was set up in Nalu in the China town area, which is only 1500 square feet of space, specializing in the production of women's heels.

Over the past 70 years, the typical household handicraft workshop in Singapore in 50s has been passed on by three generations in the industry of "shoe making".

Among them, the second generation and the third generation have university students, and until now, it is no exaggeration to say that Huanglong is the heel of the heel industry in Singapore.

There are 4 brothers in the second generation of Huang family. Up to now, the second generation trillion Li, the old three trillion Hao, and the old four trillion yuan have been doing their jobs in the shoe factories since the young age. Among them, Zhao Li and Hao Hao have fully grasped the heel making skills handed down by his father Huang Shi Long, and are currently in charge of production and supervision at the factory. As chairman of the company, Huang Zhaoyuan, after graduating from Nanyang College of Arts, joined the company at the end of 70s and was responsible for the administration and marketing work of the company.

Huang Zhaoyuan said, Huang long remember that many years ago he lived there with his factory, where he was born and grew up. The small shoe heel factory carved his growth years and traces. After graduating from college, he never thought of applying for a job. Of course, he added directly to the company. At that time, he felt that the company founded by his father was a natural thing.

Rare is the third generation successor from National University of Singapore, Huang Peijian (40 years old), also known as Huang Zhaoli's eldest son. After a long time in the outside world, he returned to his ancestral home 10 years ago.

Huang Peijian said, "at that time, my father wanted me to go home and help. Because of his advice, I quit my old job."

In fact, the main reason may be, as Huang Zhaoyuan said, as a grandson in the family, Huang Peijian often went around with his grandfather in his childhood. He was deeply influenced by his grandparents' affection and affection. He had a sense of mission for his grandfather's hard work.

When his father told him that his grandfather's career was in need of his help, he immediately accepted it without saying anything.

The two "escape" has found vitality. Huang Zhaoyuan said that Huang Long Ji's operation and business principles have been changing with the times. At present, Malaysia and Shenzhen, China, have set up their own strongholds, which are mainly located in the Shenzhen Henggang industrial area, with an area of about 40 thousand square feet, 3 storeys and 200 employees.

Huang Zhaoyuan said that Huang Long Ji has survived the challenge of the times and the environment, and two important moves have been called "escape".

Huang Zhaoyuan said that over the past twenty or thirty years, the shoe industry in Singapore has generally faced the problem of shortage of manpower and increasing production costs.

As early as 80s, the Huang brothers decided to take the first step and resolutely walk out of Singapore. That time, Huang Long Ji set up another stronghold in Johore, Malaysia to solve the problems at that time.

Huang Long's late founder Huang Shilong (left) and his wife Luo Youhao (right picture) learned to make heels in 40s, and the couple built a family factory in 1952.

As the situation changes again, such as employees, costs, freight, customer sources and services, after entering the 90s, Huang Long is ready to move to Shenzhen, China.

Fortunately, the two move made Huanglong remember to get on the right train and find the way to survive.

But Huang Zhaoyuan also frankly said: "every move is a new challenge, must undergo a period of at least two or three years of adaptation, in the staff management, market development and other aspects of adjustment......"

It can not be denied that China's market and business environment have changed very rapidly, and it has been in Shenzhen for more than ten years. At present, Huang Long is facing a series of problems, such as RMB appreciation, labor cost increase and raw material price rise. These problems have caused some enterprises to shut down.

And Huang Zhaoyuan said optimistically: "over the years, we have been working hard to adapt to the environment, and we have been able to adapt ourselves to the situation and make appropriate changes."

How do the third generation do it?

To expand business scale, Huang Peijian's business strategy of self built brand, business management is very meticulous. After he took office, he asked himself: how can this family cause survive and go further in twenty-first Century?

Huang Peijian later decided to expand the scope of operation of the company. With the support of his elders, he founded the shoe brand Essex Walk, and actively developed the shoe sales department and opened up the international market.

Huang Peijian positioned Essex Walk as an international premium brand and sold it to Europe and Britain.

The first Essex Walk shoe store opened in 2002 in the "Palais Renaissance" shopping mall, which specializes in local boutique routes.

Essex Walk shoes are mainly made up of weddings and banquet shoes, with three brands, namely Via Riva, Paradox London and Aria Giovanni.

The quality of products is emphasized, with high quality cowhide as the material, and SWAROVSKI (Swarovski) crystal and silk as the material.

Huang Peijian is well aware of the "sense of fashion and beauty" of shoes. But it is equally important for "comfort and protection of feet". Therefore, EssexWalk is not only a shoe store, but also provides some intimate services to customers, such as its "Design By Me" department, which provides services for custom-made shoes.

Sure enough, Design By Me attracts many women who focus on shoes and comfort, including many senior local executives and regular visitors from neighbouring countries like Indonesia and Malaysia.

Huang Peijian is good at making use of his old line. He also provides customized last service, especially for every part of his feet. According to the individual foot type of his customers, he has been revised and designed, and specially manufactured his special shoe mold. Next, customers can use their shoes when making shoes.

Huang Peijian said, "to have a good pair of shoes, first of all, you have to have a good shoe mold (shoe last). It is like the soul of a shoe. No good shoe last can't make a good pair of shoes.

At the same time, shoes should be comfortable, and the shoe and heel should be perfectly matched.

Because Huang long remember making self last shoes and heels, Essex Walk has backup and support, which is why we can provide customized shoes.

Why did you choose to open the first overseas market in Taiwan?

Huang Peijian said she was optimistic about the local women's shoes market.

He believes that although the Chinese market is huge and consumptive power is strong, the industry who has been beachhead in the past few years has already won the opportunity.

The success of Essex Walk in Taipei's far away shopping center was Huang Peijian's confidence.

Huang Peijian said: "next, we plan to set up a store in Taichung and Tainan. After Taiwan, we will go to India to open a shop in due course. We are optimistic about India, because this is a virgin land that has not yet been cultivated by many people."

For the third generation of Huang family's investment in the ancestral industry, Huang Zhaoyuan's language appreciation: "EssexWalk development, we do the elders give full support, and occasionally make suggestions to the health.

Pei Jian is born with the right of fashion and aesthetics, which makes him handy in creating shoes brand and making shoes style. At present, the shoe marketing part is already half of Huanglong's business.

We are delighted to be able to take this step. "