Visit Wu Guoqiang, General Manager Of Leisure Shoes Industry.

Nowadays, the concept of "leisure" plays a more and more important role in our life. It shows people's freedom to life and the pursuit of nature.

People are increasingly advocating life's leisure, spiritual leisure and fashionable leisure.

Under the guidance of this "leisure" concept, the leisure market has been dramatically enlarged, bringing a market opportunity full of seduction to the casual footwear industry.

In the industry, the international brand is not stable, and the brand identity system is not yet complete. The domestic brand belongs to the contention of a hundred schools of thought. No brand has absolute strength to dominate the market, and the customer's mental ladder for this category is in disorder, and there are numerous needs to be satisfied.

But in the face of great development opportunities, we have to mention the current global economic crisis.

In recent years, due to subprime crisis, oil inflation, stock market downturn, inflation, RMB appreciation and raw materials rising, the impact of the financial crisis on the real economy is obviously reflected in the labor-intensive manufacturing industry represented by the footwear industry.

In the face of opportunities and challenges, how should enterprises spend their "winter"?

To this end, the global shoe net reporter visited Jinjiang step Xian Shoes Co., Ltd., general manager of the company Wu Guoqiang interviewed.

In the light of the current economic crisis, not only the casual footwear industry has been affected, but also the whole footwear industry and the global economy are in a doldrums.

For enterprises that adopt the strategy of "aggressive development", the impact will be even greater.

In the current economic form, enterprises should take a practical attitude and adopt a stable development strategy to lay a solid foundation, but can not blindly expand and blindly go. "

Wu said, "there are so many employees in our company's factories who rely on the company's life. Many of them are old employees who have been with the enterprises for over ten years, so we should be responsible for them.

For a company, a radical development strategy may bring some benefits, but at the same time, it also means risking more risks.

We can't follow our own feelings, and we can't always think of speed. We have some awe in our hearts, and in the end we will benefit ourselves.

We should not blindly think that the bigger the market, the better.

Because unlike the sports shoes, the casual shoes market is greatly limited by the regional market characteristics. The path pattern of Jinjiang sports shoes "everywhere blooming" is obviously not suitable for casual shoes, and the strength, staffing and resources of the enterprises can not reach the pressure of the distributors when they shop in a large area.

According to the disclosure, there are only more than 10 agents in the whole country, all of whom are known by the word of mouth.

When a reporter asked whether the company would expand the agent team and develop the blank market, Wu said that the company would not blindly increase agents. He said: "expanding the agent team means that the company will invest a lot of money to support these market operations, so we will not blindly increase agents.

Moreover, pure handmade casual shoes mainly rely on word of mouth to convey brands, unlike athletic shoes, which can be endorsed by advertisements and celebrities.

Therefore, we must rely on the quality of good reputation, if we recruit agents do not have the strength, and do not understand the operation, we prefer to let the market be empty, and can not let agents mess up the market.

It is wise to build a solid foundation for stepping shoes industry.

In addition to strict control of raw materials, there is an important "quality barrier" that needs to be strictly controlled, that is, the quality of employees.

Due to the pure handmade production of casual shoes, the production process of employees will directly affect the quality of products, so the company has strict requirements for production.

In the workshop of Bu Xian company, you can see everywhere "do you do it today?" and "do you feel satisfied with what you have done today?"

Such slogans are used to remind employees at all times.

Mr Wu believes that "fashion" and "comfort" have always been the two selling points of casual shoes, so product quality is the key.

In order to ensure the comfort of the product, the company uses the cowhide as the fabric, the sole chooses the high-quality materials such as rubber, and also controls the handmade part strictly.

"After making a pair of casual shoes, we examine its quality with a professional eye. Only when we can afford our own eyes can we afford consumers."

In addition, the company also added bamboo charcoal fiber and Chinese medicine base liner to the product, and increased the magnetic massage function.

Wu said that nowadays consumers are paying more and more attention to health and are especially popular with casual shoes with health care functions.

The company also took a fancy to this consumption trend. After discussing with experts from China Health Association, health care and other elements were added to casual shoes. At present, this series of products has been certified by the Chinese Health Association, and the market reaction is also very good.

In addition to establishing a sound development strategy, we should also establish a stable cooperative relationship with suppliers in an honest manner.

However, it is not easy for shoe enterprises to do this. For Jinjiang shoe enterprises, the phenomenon of "triangle debts" which has existed for a long time in industrial clusters not only has a great impact on the operation of funds, but also poses severe challenges to the integrity of society.

In this regard, bu Xian shoe industry has always pursued the principle of "doing things first and doing things again", and the company's practice has been highly recognized by material manufacturers.

"Our company has been cooperating with material suppliers in good faith. Our attitude is very frank. We will never default on the payment.

Therefore, in the current economic downturn, the material and commerce are willing to cooperate with us.

Although this practice will temporarily leave the enterprise with a temporary effort, the Bu Xian shoe industry always believes that the idea of "doing things first and doing things after others" will never be out of date.

The enterprise has only one step and one step to go forward, and always remember to "treat others with sincerity", so as to form stable cooperative relationship with customers and get better development.