Three Private Shoe Makers In Jinjiang Talk About Opportunities Under Crisis

In the face of the international financial crisis, three private enterprises in Jinjiang, Fujian, not only have not been negatively affected, but also maintained a good momentum of development.

Three private entrepreneurs told reporters that changes in the external economic environment were far less important than the correct concept of development in enterprises. Only by taking precautions and concentrating on the development of core products and technology, enterprises could enhance their immunity and find opportunities in adversity.

Although the financial crisis is threatening, this year is not our most difficult year.

Guo Hui, marketing director of mingle sporting goods company, said.

Our company is a medium-sized sporting goods manufacturer.

Despite the cold spell of the world economy this year, the famous music has not been significantly affected.

The company plans to sell 500 million yuan this year, and has completed nearly 80% in 1-10 months. It is expected that the annual sales growth will reach 15%.

Guo Hui said that as many as nearly 1000 shoe enterprises in Jinjiang are "grassroots" origin, and the competition is fierce.

Famous music grew up in the "wolf pack" and kept a sense of hardship at all times.

Although this year's economic downturn, but for us, in fact, "every year is winter."

Guo Hui said that compared with this year's predicament, mingle was more difficult in 2006.

At that time, the company's strategic position was not clear. Today, shoes and hats are made today, clothes are made tomorrow, and several sports backpacks are produced the day after tomorrow. Most of them are OEM for other companies.

If the external order is small, the factory will have to stop working. "I don't know where the rice bowl is tomorrow."

In order to control fate in its own hands, mingle company began to implement its brand strategy in 2006.

Through advertising and sponsorship of the National Weightlifting Team, the brand began to start in China.

After that, the company also eliminated some production lines, outsourced clothing products and concentrated on the production and R & D of sports shoes.

Guo Hui introduced the company's annual output of 500 thousand pairs of sports shoes, with more than 1500 customer sales terminals throughout the country.

"Independent brand and sound sales network add to the company's ability to resist risks.

In the first half of this year, prices of all kinds of raw materials increased, and we managed to solve 50% of the new cost pressure through scientific dealer management.

Guo Hui said, "cold" is not as cold as "cold".

The deterioration of external economic environment is far less than the impact of its own strategic positioning confusion on enterprises.

From the development of these years, "the brand has made us".

It was founded in 1980 and started in 1980 for 28 years.

In recent years, it has maintained an annual growth rate of 20%. It is expected that sales revenue will exceed 4 billion yuan this year, an increase of nearly 25%.

Hong Lianjin, vice president of the company, said that many local private enterprises have accumulated certain strength and scale through primitive accumulation, and have expanded to real estate, hotels and other fields.

"Especially in the past two years, the real estate industry is in a period of profiteering, and everyone is in the mood."

But the company is always thinking about how to make the jacket well.

In recent years, the company has been investing more and more in research and development to upgrade its technological content.

In August this year, the National Standard Committee for the standardization of clothing technology was set up by the working group.

Because of mastering the high-end technology and pricing power of the industry, the price of "power driven" has become the reference of many domestic counterparts pricing.

He also gradually reduced production links and made efforts to pform into technical standards and brands.

During the peak period, more than 160 factories in China were producing OEM, which accounted for more than half of the total output of the company.

Hong Lianjin said that in recent years, many traditional enterprises have been blindly involved in the housing market and stock market, but they are stuck in the market because of the downturn in the housing market and stock market this year.

Facts have proved that it is "the jacket" this fist product makes the "strong" in the "cold winter" feel warm, for enterprises to resist risks has played a "fixed root" role.

"If enterprises want to develop for a long time, they must not be aggressive, impetuous, not dilated, and do not blindly expand.

Especially in the face of temptation, we must be able to resist loneliness and concentrate on our core products and strive to seize the technological heights so as to remain invincible in all kinds of risks.

Anta's (China) Co., Ltd. is a sports shoe and garment manufacturer in Fujian. Sales volume reached 2 billion 205 million yuan in the first half of 2008, up 52.3% compared with the same period last year, and the annual sales volume of the company is expected to exceed 5 billion yuan.

Lai Shixian, vice president of the company, told reporters that dealing with such a global financial crisis is not necessarily a bad thing for enterprises, at least it can enhance the "immunity" of resisting risks.

Lai Shixian introduced that under the pressure of the crisis, private enterprises all over the country are trying to find ways to resolve the problem. Some have cut costs, others have opened up new markets, some have shifted from foreign trade to domestic sales, and some enterprises have simply abandoned their weak brands and actively sought to produce foundry for leading enterprises.

Anta began to deal with the impact of the crisis in the first half of the year: first, it took the initiative to adjust the enterprise strategy.

The overseas market expansion plan is suspended and the domestic market is fully maintained. At present, the proportion of domestic sales of the company's products has reached 90%.

Two is to strengthen the management of distributors.

Reduce some of the dealers' orders and help reduce the inventory risk of dealers.

The three is to attach importance to the management of enterprise liquidity.

Anta is now more prudent in its capital spending, in order to prepare for the crisis ahead of schedule.

Lai Shixian said that the crisis's ability to raise risks is also an opportunity for enterprises to seek change.

For example, at least Anta has seized several business opportunities: the use of raw material prices in the second half of the year has decreased, and the reserves of some raw materials have been increased, and the expansion of the number of raw materials has slowed down, and the rents of various stores have declined, and the layout of the domestic market has been accelerated. At present, 5000 retail outlets nationwide have been broken down. Many small and medium-sized enterprises have actively sought to build Anta for the crisis, and for Anta, the OEM manufacturers have more options. At the beginning of this year, there were still 30 thousand workers in Jinjiang.

Yang Jing: responsible editor: