Why Do Pair Of Stars Make Shoes Flourishing?

Editor's note: double star is a state-owned enterprise with a long history of shoemaking. It is a successful example of the footwear industry extending to tire, machinery and garment industry, diversified and cross industry. It is one of the earliest enterprises that made famous brand in China's manufacturing industry. As a labor-intensive shoemaking industry, the Twin Star has developed into a group of four big industries, including shoes, clothing, tires and machinery, and has made a famous brand by the old technology, the old technology, the old product and the old factory's "old" enterprise. "The three stars" is a group of shoes and clothing, tires and machinery. What is the secret of 30 years of prosperity? The reporter recently explored the business characteristics accumulated by 30 stars over a period of time. 30 years ago, the state implemented strict planned economic management. The predecessor of the double star group was the nine factory of Qingdao rubber (information, quotes). As a national planned rubber shoes factory, it has been running under the planned economy mode. In the early 80s of last century, the pattern of planned economy began to be challenged. The business department suddenly informed the nine rubber factory that it no longer bought the products of the factory, which made the enterprises that had never had sales channels and salesmen panic. At that time, millions of pairs of rubber shoes were piling up and factories were in danger of shutting down production. By studying the relevant documents of the party in the third Plenary Session of the 11th CPC Central Committee and combining with the fact that a large number of products are being overloaded, enterprises are deeply aware that they must break through old ideas and old systems and actively go to the market to survive and develop. Since then, they have made an indissoluble bond with the market. They have completely bid farewell to the exclusive purchase and sale system of the commercial sector, established their own sales channels, and understood the principle of "waiting for others to give food, rather than looking for food on their own initiative". In the process of transforming into a market, the Binxing group soon discovered that the old institutions and mechanisms under the planned economy became the biggest obstacle to the marketization of enterprises. To this end, they first reorganized the management institutions according to the needs of the market, revoked and merged a number of departments, streamlined a number of government cadres, and enriched them to the front line of production and sales. Today's double star administration is responsive, sensitive and efficient to the market. Another initiative of the double star group is to reform the internal management mechanism, set up the personnel mechanism, distribution mechanism, reward and punishment mechanism to meet the needs of the market, and form a situation where cadres can go up and down, people can enter and get out, wages can be high and low, management is strict, and rewards and punishments are clear. In 1983, sales of good release shoes in the market suddenly became slow-moving. Through investigation and analysis, enterprises quickly found out that the main reason for the unsalable product was the decades old system of shoe release, which was not welcomed by the market. Therefore, it decided to develop new products as soon as possible and seize the market. On the basis of learning and absorbing foreign advanced shoemaking technology and technology, they quickly developed and produced the first high-grade sports shoes in China. After the products are put into the market, they are very popular with consumers. Since then, the first leather shoes and the first PU injection shoes have been developed, and professional basketball, football, tennis and badminton shoes have been developed according to the characteristics of various professional sports. According to the professional characteristics, press shoes, nurse shoes, driving shoes and teachers shoes have been launched. According to the needs of different groups of people, elderly fitness shoes, good mother shoes and good dad shoes have been produced. In other industries and fields, such as double star clothing, tire, machinery and other industries, we also focus on new product development and product upgrading. Due to their close attention to market changes, timely launching of new products into the market has greatly enhanced the market competitiveness of double star products. If we have good products, we must have good marketing strategies. While vigorously developing new products, the two star group is looking at the situation and innovating marketing strategies. First, the implementation of chain operations and the establishment of a nationwide marketing network. Since 1998, hundreds of thousands of projects have been implemented. That is to say, 1000 chain stores have been built in 100 cities across the country, and 10000 laid-off women workers have been recruited. After several years of efforts, nearly 20 logistics platforms have been set up in the whole country, with 5000 chain stores. The two is to import supermarket marketing mode and carry out characteristic marketing. Discard the traditional promotion methods of membership, voucher, gift and so on, and introduce supermarket marketing methods in chain stores, highlighting characteristic marketing. The three is to integrate resources and further deepen the reform of management system. In view of the problems existing in the management system, the double star group breaks some practices of various management companies, and emphasizes the interests of the group, and integrates market resources and human resources. The reform of marketing system enables the restructured logistics platform to provide chain stores with a safe and secure system and environment, so that the agency can better adhere to the principles of "double star brand first, chain store interest first", thereby better maintaining the brand image of the two stars and the overall interests of the group. To enter the international market is always the strategic goal of the two star group. But at that time, the enterprises did not have the right to import and export. In 1988, the state chose 7 enterprises in Qingdao as the first batch of self import and export pilot projects. The two star group is among them, and it is the sole shoemaking enterprise. They immediately seized this rare opportunity and set up 10 overseas branch offices in the United States, Russia, South Africa, the United Arab Emirates, Poland, Hungary, the Middle East and other countries, focusing on the global layout. With the expansion of the double star group in tire, machinery and clothing industry, the international operation of the double star has expanded from single shoe export to many varieties and multi fields, especially the double star machinery products. It has been implemented internationally with high efficiency quality control and control, and has been recognized by foreign customers. The Twin Star tire has chosen the African market as a breakthrough, and has entered Egypt, Algeria and other countries through hard work. Over the past 10 years, the international operation strategy of the two star group has achieved fruitful results and achieved the strategic goal of "basing ourselves on Shandong, facing the whole country, rushing out of Asia to the world". In the fight market, we know that the biggest gap between Chinese enterprises and foreign enterprises is not that they are technically in management, but because we can not manage them. Therefore, double star people regard management as the basis for the survival and development of enterprises. They firmly believe that "only those enterprises that are not well managed and have no bad management" do not relax their management. They have always worked hard in refining, quantifying and deepening management, and have always been exploring Chinese style enterprise management mode. 30 years of practice, summing up and sublimation, double star created a management mode that conforms to China's national conditions and accords with the reality and unique characteristics of the manufacturing industry. The Americans evaluate "double star has the best managed factory in the world", and the Japanese learn from the double star factory. With excellent management, double star has won the recognition of the market, won the respect of the industry and won the admiration of foreigners. Double star has created six distinctive management features: "strict management, fine management, contract management, integrity management, money management, and emotional management". "Strict management" is based on the "three fixed" mode of "setting, positioning and fixing people". It adheres to the "strict, high and detailed" management standard, and creates a digital tracking card, which enables the integration of static management and dynamic management in the basic management of enterprises, and solves the long-standing problem that the shoe industry has not solved in management. The "slim tube" has created a new idea of fund management, namely, capital cutting, "single calculation, one day calculation, piecewise accounting and the cost of the day". On the basis of cutting funds, double star implements "factory currency" operation, carries out "family consumption management", links every link of management with specific people, and achieves "everything is managed by everyone, everyone is in charge". A new phenomenon of needle point grinding and reuse, carrying cloth from home and buying spare parts and repairing equipment is created. It creates a new management mode of manufacturing and processing industry, which is "soft rubber hard management, hard machinery and fine management, and small commodity management". "Contract management" is to transplant the method of rural responsibility fields to factories, contract them in operation, carry out "package, rent and sell" in the factory workshop, and turn posts into the "responsibility fields" of everyone, prompting employees to "manage themselves, calculate their own accounts, reduce their own expenses and reduce their own consumption", thus forming a new management mode of "four self one package" for double star marketing. "Integrity management", adhere to the "quality is dry out, not checked out", created a new mode of integrity management, which combines moral concepts and product quality. In quality, everyone is "doing good faith, saying good faith, doing integrity and keeping good faith". The new method of quality management is to adopt "people are all inspectors, everyone takes quality control" and "reward is punished". It creates a V molding line with Double Star mechanical manufacturing more than 180 meters, with a minimum error of not more than 0.15 millimeters, and the 14 production lines of Lu Zhong company completely abolish the new ruler of full-time inspectors. By "money management", the double star has created the "quality pay system". The quality of products, from employees to leaders, have been paid according to the size of their responsibilities. The double star has adopted the "wage wall system", which is announced on the day of the wage day, and on the day of reward and punishment; on the same day, the two stars commend each year, such as "quality pacesetter", "innovative expert", "best contractor", "post competition star", "best chain store manager, salesperson" and so on. "Money management" is a management mode combining market economy with material and spirit. It sets up a just and righteous atmosphere and creates a positive and enterprising atmosphere. The double star first implemented democratic management, gave full play to the role of the staff representatives, and implemented the good practice of "staff giving a day off, giving a birthday cake, and putting forward a rationalization proposal"; after the workers took the office car, they began to ride the car; improved the workers' dining and accommodation conditions, and created a comfortable living environment; set up a "telephone supermarket" and "E-reading room"; set up a working group of "city help farmers"; helped busy families rush to harvest and rush to gather seeds in busy farming season; held various sports activities, talent competitions, art exhibitions, etc., to build a stage for talents to build their talents, enhance the cohesion of enterprises, and create a harmonious environment for the development of enterprises and employees. "Use emotion management" Through six major characteristics management, double star has achieved a qualitative leap from "call me to manage" to "I want to manage". In addition to the old management reform, the two stars further recognize that management is the foundation for the survival and development of enterprises and the competition is successful. Enterprises must be competitive and rely on this. Only by laying a solid foundation for management can enterprises create new resplendence. To create and enhance the corporate culture, we should explore the extraordinary development course of the 30 star group. We will find that the spirit of striving for self-improvement is always inspiring them to be fearless in carrying out reforms and striving for development with one heart and one mind. It is in this spirit that the two stars construct a unique corporate culture. The two star group put forward the slogan of "carrying forward the national spirit, creating national brand and revitalizing national industry", and built nine cultural management systems -- market competition culture, famous brand wealth culture, ideological management culture, moral character culture, quality management culture, cost management culture, innovative knowledge culture, technology standard culture, and implementation image culture. These nine cultural systems not only integrated into market-oriented management methods, but also injected emotion, morality, culture and other ideas. Through the guidance and guidance of emotional morality and personality, they achieved more effective results than certain institutional constraints and formed a unique cultural management system. For example, in the process of reform, in order to substantially improve the quality of products, in the formulation of the quality management system, the enterprises integrate the essence of traditional culture into modern management, and put forward that "the quality of doing good products is the greatest virtue of doing good deeds", "products are equal to character, quality is equal to morality", "everything can be reformed, but quality first can not be reformed". Using this simplest language to guide educational staff, the quality of products has been improved very rapidly. At the stage of creating famous brand, double star innovative knowledge and culture management played a huge role. In the mid 80s of last century, facing the situation that foreign famous brands entered the Chinese market and caused great impact on the national industry, the double star group loudly put forward: "create the Chinese people's own national brand", "innovation is the eternal theme in the commercial war". These philosophic language is simple and vivid, giving the staff a clear and passionate call, and soon formed a gratifying situation that the whole staff is innovating and everyone produces results. To create a famous brand and promote sales and development for 30 years,