The Export Shoes Chain Of Ya Po Road Is Hibernating Or Winter Swimming In Cold Winter.

Ya Po Road merchants bought models of leather shoes from Italy, handed them to Guangdong factories for research and development, then set up stalls in Beijing, and traders from Eastern Europe came to order. After that, a pair of high-end and fashionable leather shoes went overseas.

The financial turmoil sweeping the globe has rocked every link in the industrial chain from top to bottom: shyness among foreigners, difficulties in placing orders for merchants, factories closed down, and workers returning home.

Everyone was scared or struggling to save themselves in the storm.

This is just a microcosm of the storm, but like all the industries affected, people are waiting for the storm to end, waiting for spring to come.

On the morning of March 5th, Misha, a businessman from Uzbekistan, came to the tower of Tianya mansion, Beijing.

Misha, 53, is from Tashkent, capital of Uzbekistan.

He is a leather shoe retailer. He started to do leather shoes business between China and Ukraine 8 years ago.

Misha was a little bit off his head. The perennial rush made his face full of fatigue and wind and dust.

Standing in front of Tianya building, he was somewhat dazed.

The rickshaw driver in front of the building and the temporary interpreters gathered around and enthusiastically soliciting business.

This made Misha very unaccustomed.

Back in a year, he was just a member of the crowd of foreigners who did not look like this at the moment.

Misha got out of the crowd, hurried into the elevator and hurried to a familiar shop on the 8 floor.

Misha is worried about his business.

In Tashkent, he runs two 9 square meters boutiques, specializing in Chinese shoes.

Every year, he comes to four or five times on ya Po Road, ordering more than a dozen boxes of shoes every time.

He said that China's shoes are fashionable and priced at a fair price and are highly sought after by locals.

In the past 8 years, small businesses have been doing well, selling at least 30 pairs of shoes a day.

Misha's shop developed from one family to two.

In addition to a daughter still in school, the family of 4 people are involved in the business.

However, since January, the shoe store business has gone from bad to worse, with few customers. "One day, it will sell one or two pairs, and it will be sold at a low price."

On the 8 floor in the shop called "fashion lady", Misha began to examine the samples of women's shoes carefully.

Unlike previous years, he should pay attention to both price and beauty when choosing.

After several selection, he still did not place an order.

He decided to go for a few more visits.

In a shop, he looked through the window through the window.

489 meters long on both sides of the Ya Bao Road, more than 20 tall buildings are Chlamy.

This is the most influential foreign trade market for Eastern Europe.

More than 5 billion dollars of foreign trade business is done here every year.

This is the starting point of Misha's "gold rush" and his blessing.

When he came to China, he hoped to feel the "spring breath" on the road.

However, the situation is not optimistic. There are few foreign businesses in Tianya building. Small retailers such as Misha have become valued guests.

This kind of emphasis aggravated his judgment of the financial environment.

In the spring and summer of March, Misha plans to stop coming to China for half a year.

Like many foreign businessmen, the main reason for his "stop hand" is currency devaluation.

Misha said that after the beginning of the financial crisis, the currency continued to depreciate, and his deposits in banks were shrinking every day.

"It's not bad to get out of the exchange. At least the number has not changed, and it can console itself.

Now everyone has no money in his pocket, and no one will buy it even when he goes back to his beautiful shoes.

The two way of "hibernation" and "winter swimming" is in the fashion lady shop. The boss Ding Jie (alias) sits on the sofa, looks at the plation and Misha contacts, does not rise.

He said it was a bad habit used to be good business.

At that time, the customers of his family were large customers who ordered hundreds of boxes at a time.

Although we should attach importance to individual traveler now, it is hard to change habits.

Ding Jie is from Harbin.

In 1999, he spent 1 million yuan of money accumulated in his business and went to Beijing alone to make a breakthrough.

At that time, the business area of the elegant treasure road has already had a vague scale.

The prosperity of the region began after the collapse of the Soviet Union.

Because of the neighboring embassy area, a large number of Russian businessmen came here to buy Chinese shoes and hats and clothing.

Since then, the business of Ya Po Road has become bigger and bigger, and the sales target has also been dominated by foreign businessmen.

At first, Ding Jie's shop was located in the Geely building of Ya Po Road, with only 16 square meters.

In 2003, Tianya mansion inviting business.

Ding Jie rented two shops with a total of 200 square meters on the 8 floor of Tianya mansion, named "fashionable ladies".

Unlike the domestic market, the export business pays more attention to its brand and style.

In order to prevent the leakage of shoe samples, there are curtain screens in front of the shops of Ya Po Road, and "do not disturb".

In the curtain, Ding Jie began an export career.

In the past ten years, he has been accustomed to the continuous flow of foreign businessmen to enter the door and write down large orders.

He said that his business in the past ten years was smooth sailing without any setbacks.

"Before the peak season, more than 400 boxes of shoes could be delivered in one day, 8 to 10 pairs of shoes in a box, and 6 to 12 dollars in a pair of shoes." Ding Jie missed the busy days of business. "Busy orders must be busy until midnight at that time."

The hot business made Ding Jie very profitable. He bought a house in Beijing in 2000 and added a silver BMW sports car the year before last.

The business turning point took place around the Olympic Games last year, when the Olympics concluded that business would improve.

Shortly after the Olympic Games, the financial crisis began.

Ding Jie heard the word "financial crisis" in the news, but he thought he was far away from him.

But the crisis is not far from him.

The guest reduced and the order shrinks.

Relying on some orders in the first half of 2008, Ding Jie's business ended at the end of the year. "At the end of the year, it felt bad but felt that everything would be better in the future".

Soon, Ding Jie found that he was too optimistic.

After the Spring Festival, the first phone call he received was the return of foreign businessmen, and then the continuous withdrawal of bills.

In the first month of the month, Ding Jie led the team to Moscow to attend the exhibition.

In the past, the exhibition of people living in the sea had been left behind. "At that time, the heart was completely cold."

In February, Ding Jie's business was in the coldest situation.

In February, he only ordered over 100 boxes of shoes.

"Counting rent and staff expenses, now every day we must lose more than 10 thousand yuan."

Statistics from the Tianya mansion show that the number of foreign businessmen coming to Tianya building in February has been reduced by 2/3, and the number of merchants is even lower.

Many businesses say their business has shrunk by nearly 80% over the previous year.

Ding Jie is more upset about foreign accounts.

In the area of Ya Po Road, the foreign trader's order is the default rule.

"The business of tens of thousands of yuan, foreign businessmen only pay $100, meaning we all depend on old ties and credibility."

Ding Jie said.

Last year, foreign businessmen defaulted on Jie Jie about 14 million yuan.

Now, the repayment of this account is far from being expected.

"They are not repudiation, because the financial crisis, we all have no money, do not say all return, can still 7 million I burn high fragrance."

He said that the debts of Tianya merchants in foreign countries amounted to nearly several billion yuan, and accounts receivable became the top priority of every household.

Facing the cold winter, the merchants of the Po Po Road started looking for a way out.

Some businessmen call the way "hibernation" and "winter swimming".

Hibernation means stopping business and waiting for the environment to open again; winter swimming is the best way to maintain it and stick to it.

Ding Jie chose "winter swimming". He said all his efforts were on shoes and could only be sustained.

But he said, "swim to" business is not good in June, he can only choose "hibernation".

In February 16th, Ding Jie and other merchants submitted a joint letter to the building asking for rent reduction, with the signature of seven hundred or eight hundred merchants.

In fact, as long as business is good, no one will get the rent.

Despite this, Ding Jie changed the BMW sports car into a smaller Audi A4. "The sports car is too expensive, and the car can save hundreds of dollars a month, and feel comfortable."

If the bottom of the house is "winter swimming", the employees in his shop can only face unemployment.

Wang Li is a senior plator in Ding Jie shop.

For a few months later, she was in a daze.

The main business is the foreign business, and plation is a hot occupation.

In the business circle, a senior plator can earn more than ten million yuan a year.

In 2000, Wang Li came to the business plation of Ya Po Road.

Since then, she said, she has never worried about her job. "Because experience keeps growing, there are always bosses who want to dig me."

She thought that life would always be happy.

After the financial crisis, she heard the news of laid-off workers, and occasionally encountered foreign businessmen, also constantly described the deterioration of the environment, "I met a foreign customer, only two or three months did not see, lost more than 10 jin.

She said she had been unable to make ends meet in the past few months, and the five shops had already been closed.

She is not used to being a stingy foreign merchant. "Some foreign businessmen have so much money in their hands.

I didn't know who to give to ya Po Road.

Wang Li was somewhat disdainful. "After looking at it for a few days, he couldn't get a single ticket.

Even under the list, there are more than ten pieces.

Once, she received hundreds of pieces, exceeding the sum of the weekly orders.

Because of this, last year, she agreed with Ding Jie that she did not pay the basic salary this year, and increased the percentage of the royalty, only by the salary of the Commission.

Now, she is regretting the decision. "I heard about the financial crisis last year, but at that time, I felt that with my customer resources, even if the business was not enough, this salary method was also good for me, but I didn't expect business to be so bad."

She did not want to talk with her boss about the way to change the basic salary. After all, she still has a job now, which is a lucky thing.

More and more plations have joined the ranks of laid-off workers.

On the side of the Plaza opposite the Tianya building, there is a propaganda column, which is a gathering place for job seekers.

After the beginning of the financial crisis, many difficult to find jobs plate the job stickers on the propaganda column, waiting for the news.

Layers of paper were stacked up like snow and rolled in the cold wind.

Zhang Miaomiao squeezed through the crowd and stood in front of the publicity column.

She just posted a red sticker on the bulletin board.

She said red paper was striking and joyful.

There are personal data on the paper slip. The telephone is written at the end of the paper. It is easy to tear. "You'd better wait here, otherwise you will be covered by someone else.

And if there are candidates, you can communicate in person, and the success rate is high.

In March last year, Zhang Miaomiao left school and found a job on the first day of Ya Bao Road, with a salary of more than 1000.

On the second day, she changed her job again, and her salary turned to more than 2000.

Two months later, her salary surged to five thousand or six thousand.

At the end of last year, the business of Zhang Miaomiao's shop began to be difficult. She was idle and her salary was reduced to more than 2000.

After the Spring Festival holiday, the boss did not contact Zhang Miaomiao.

In February 25th, Zhang Miaomiao started looking for a job again.

Every day she posted more than a dozen job papers. "At first I wrote in white paper, and I didn't make a phone call for a few days.

It's better to change the red paper.

A few shops asked me to go, but the salary was too low for more than 1000 yuan.

I rent a dozen or so flat in this room, three people live, 600 yuan for each person. "

Zhang Miaomiao didn't expect that plation work would be so difficult after that.

Every day, there are thick job advertisements on both sides of the publicity column.

One phone number was whirled by the wind, but it was seldom torn away.

There is a girl in our house who has been working at the office recently.

In fact, it is not a big problem, but now business is weak, and the boss is always picking on it. "

Nevertheless, Zhang Miaomiao still missed working days.

The way she can think of saving herself is to try to learn Russian well, and hope to exchange more ability for work.

She said that now she often dreams of memorizing words, and often dreams of red paper being suddenly torn away by the boss.

The quiet factory, Ren Hui, drove away and lost his way before his factory, which made him laugh and cry.

Mr Ren is the boss of JE Fai footwear company.

Je Fai footwear is a subsidiary of Ding Jie in Guangzhou.

Ren Hui is responsible for communicating with the shoe factories in Guangzhou, and is responsible for tracking the research and development process.

After the Spring Festival, more than ten factories under the influence of Beijing's orders were shut down.

Ren Hui occasionally asked about the situation on the phone, unwilling to go to the factory.

In March 3rd, Ren Hui rushed from Guangzhou to Hongyi shoe factory in Nanhai City, Guangdong province after the Spring Festival.

The township where the shoe factory is located is building roads, and there are roadblocks at several junctions.

When Ren Hui turned around, he could not find the way to the factory for a time. "I used to come several times a day, but now I can't even recognize the road."

He mocked himself.

If we say, the merchants who are located at the upper end of the export footwear industry chain will turn over and turn over.