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Sun Tak Group President Kim Zhe New: Let Changes Start From Shoe Enterprises "Cells"

2014/3/19 14:00:00 90

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Sun Tai Group Kim Zhe New Shoe Enterprises

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< p style= "font-family: song body; color: RGB (25, 25, 25); font-size: 14px; line-height: 24px;" reporter: Kim general, Hello! You have explored more than 20 years in the footwear market. What kind of changes do you think this year's shoe market will have?

< p style= "font-family: song body; color: RGB (25, 25, 25); font-size: 14px; line-height: 24px;" Jin zhe: this year's shoe market will surge, a second tier brand channel sinks, two or three line brand competition will be fierce, the market volume is shrinking year by year, and the market is diversified.

< p style= "font-family: song body; color: RGB (25, 25, 25); font-size: 14px; line-height: 24px;" reporter: it is said that the footwear industry has entered a period of deep adjustment, and brand profits have declined. What do you think?

< p style= "font-family: song body; color: RGB (25, 25, 25); font-size: 14px; line-height: 24px;" Jin zhe: I also believe that the footwear industry has entered a period of deep adjustment, which is characterized by pformation and upgrading, technological innovation and resource integration.

As for the decline in the brand profit of the shoe industry, I personally think this is relative. We should treat this problem with a dialectical view.

< p style= "font-family: song body; color: RGB (25, 25, 25); font-size: 14px; line-height: 24px"; "Jin zhe Xin": following the trend, the specific problems are analyzed in detail, the shoe industry adjustment must be extended, scientific and contemporary, and keep pace with the times.

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< p style= "font-family: song body; color: RGB (25, 25, 25); font-size: 14px; line-height: 24px;" reporter: in the face of the new situation, how does shoe enterprises keep pace with the times?

< p style= "font-family: song body; color: RGB (25, 25, 25); font-size: 14px; line-height: 24px;" Jin zhe: after the new leadership of China has been in power, it insists on making steady progress, adhering to the continuity and stability of macroeconomic policies, and improving pertinence and coordination.

The word "stable" is the key of this year's central economic work.

The national economic development has entered a buffer period. This is the general trend of the times. Our one or two industries can not surpass this trend.

If we want to conform to the trend, we must change with the trend.

reporter: there is a widespread concern in shoe industry: pformation and upgrading, not turning to death, turning to death.

So what are we going to do?

< p style= "font-family: song body; color: RGB (25, 25, 25); font-size: 14px; line-height: 24px;" Jin zhe: pformation can bring some hope at least, because change is the only way out for shoes and clothing brands.

< p style= "font-family: song body; color: RGB (25, 25, 25); font-size: 14px; line-height: 24px;" Jin zhe: in the information age, no one can stay away from it.

Practice has proved that change is necessary.

The brands that once built the mountains have collapsed.

Brands such as Kodak, Motorola, NOKIA, SONY and so on, which were once the most market share, have all been defeated.

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< p style= "font-family: song body; color: RGB (25, 25, 25); font-size: 14px; line-height: 24px;" reporter: at present, what is the most important problem to be solved in shoe and clothing industry?

Jin zhe Xin: Thought and development.

We need innovative thinking and scientific development.

Jin zhe: each shoe company has different specific circumstances and different methods of implementation.

Our Japanese group has implemented eight reform measures this year: 1, flat organization, 2, target management, 3, entity shop price subversion, 4, strengthening agent unified management, 5, online and offline harmonious progress, 6, strengthening terminal interaction, 7, enhancing brand power, 8, strategic change service sub unit to enter the terminal.

reporter: the shop price subversion is a little new.

Jin Zhexin: the overall marketing of Japan and Thailand enhances the success of all single stores, and only if every shop is profitable, can Japanese and Thai retailers really grow bigger and stronger.

This year, we need to rely on "brand to strengthen retail, service, strengthen retail, supervise and strengthen retail".

The most important thing is to match the online price, adjust the price of the entity store, increase the price less, squeeze out advertising fees, and cut off the operating expenses outside the plan.

< p style= "font-family: song body; color: RGB (25, 25, 25); font-size: 14px; line-height: 24px;" reporter: now shoes and clothing brand online and offline price problem is very prominent, Japan and Thailand opened shop on Taobao, how to solve this problem.

Jin zhe Xin: in order to avoid selling under the impact of online sales, our online and offline sales products have their own characteristics, online leisure and gentrification.

At the same time, we must improve the sales price of the products of the Japanese Thai electronics company.

< p style= "font-family: song body; color: RGB (25, 25, 25); font-size: 14px; line-height: 24px;" reporter: do you have confidence in shoe industry this year?

Jin zhe: Yes, there is a road to the front of the mountain.

I firmly believe that as long as the shoe industry's brand depth adjustment, innovation and change, let changes start from the "cell" of shoe enterprises, it will catch up with the overseas Legion like the refrigerator and washing machine industry in China, and finally build the banner of national brand on the peak of the industry.