Rising And Falling Of Lamb Shoes To Meet Nirvana New Development Market

The lamb was originally a township, located in the town of Shimen, Tongxiang. With the subsequent evacuation of villages and towns, people in this area are more accustomed to being called "big Lambs". If Shimen rises to become a new shoe industry in the north of Zhejiang Province, the "big lamb" is definitely the core point.

　　 Related statistics Data show that at present, there are 698 different sizes of footwear and footwear related enterprises gathered in Shimen, the annual output of women's shoes over 40 million pairs, the output value of 6 billion yuan, accounting for 35% of the province's leather women's shoes, and 10% of the national leather women's shoes. Most of the heavy figures came from lambs. In 2002, Shimen built a special shoe garden in lambs. Famous brands of women's shoes, such as Santa Lee, Honey, Bani, name list, Forward, and so on, all focus on lambs.

　　 Prosperous Circulate the shoe factory owner to buy the clock and watch.

In the early days of reform and opening up, a number of township enterprises sprung up in rural Tongxiang. Silk spinning and silk weaving were signs of that era. In the lambs, there are a number of township and village run enterprises that make leather shoes. Their products are famous for their handwork and genuine leather.

There was no industrial foundation, but in the long run, the veteran teacher who had retired from Shanghai's large state-run shoe factory taught the first batch of shoemaking workers. Without raw materials, we can purchase it from all over the country. Because of the solid leather and techniques, the women's shoes produced by lambs are not to be sold at all. The Shanghai market is basically wrapped up. In the early 90s of last century, there were 8 leather shoes factories at the most.

In the memory of many Lao Tong villagers, there is really no faster expansion than this. At that time, Tongxiang's largest leather shoe enterprise was foot Jia group. In 1990, he chose the venue for the new product conference, and finally selected the Great Hall of the people in Beijing. These newly rich bosses often spend a lot of money on their behalf. They once told a shoe factory owner to buy the legend of the clock and watch in Beijing. "In the best years, even the director himself does not know how much money he has made." Zhong Hongxing, chairman of the Santa Fe Footwear Company Limited, recalled the past with great emotion.

In 1983, Zhong Hongxing entered the then lamb shoe factory as a front-line worker. Zhong Hongxing, a quick brain, quickly became familiar with more than 30 shoemaking sessions and was promoted to workshop director and then became director of technology. "At that time, the factory also put forward a" 35 "target: 500 workers, 5 million yuan sales, 500 thousand yuan profit. Difficult to conceal heroism, let the shoe factory become one of the best jobs at that time.

Zhong Hongxing still remembered the brilliance of another local factory. "At the time, there was a beautiful leather shoes factory on the same level with our factory. In 1991, they developed the" climbing ball "brand casual shoes and won the national Spark Award, which was awarded to Beijing. That is the heyday of the lamb shoe industry.

At that time, ordinary people wanted to buy a pair of real leather shoes, which were not so easy. They needed layers of support and approval, and the price of each pair was more than 60 yuan. In the time when wages were only three hundred or four hundred yuan, it was really not cheap. But the quality is so good that it will not change for several years.

　 　 decline The township enterprises that used to be more than half fell.

Before and after 1994, these towns and townships, which had not seen two of them, showed a declining trend. Here we have to mention Wenzhou women's shoes.

Also in the early 80s of last century, Wenzhou shoes began to take off. Almost overnight, Wenzhou shoe enterprises developed to 6000. Some small businesses try to get rich overnight in the evil ways and use cardboard to make fake shoes. It is known as "shoes of the week" and "morning and evening shoes". In August 8th of 1987, a fire in Hangzhou's Wulin Square burned the nerves of Wenzhou people. Since then, the shoe industry in Wenzhou has been reborn.

By the late 80s, the private and private sectors of Wenzhou had shown signs of prosperity. After the AOKANG and red dragonfly, many women's shoes were officially launched at that time.

By the year 1995, the private economy was more flexible and more convenient than the clumsy township enterprises, and the quality of the shops was obviously competitive.

Around 1997, many lamb shoe factories almost had no orders, and technicians ran away. At that time, most township enterprises shut down. The brilliance of the past almost collapsed overnight, leaving countless Tongxiang people deplored.

In 1999, Tu Hong Liang, chairman of the Hani footwear industry in Jiaxing, received the lambs and shoes factory which was on the verge of collapse. This is a small number of township enterprises that can survive in a viable way.

Immediately after the big shuffle of workers and equipment, the enterprises after the transformation began to export leather shoes through foreign trade companies. But the profit is negligible. 3 years later, Tu Hongliang gave up and returned to the traditional way of selling domestically, and began attacking the local brand of Hani.

Compared with Tu Hong Liang, Zhong Hongxing was a complete self-made man, and the first batch of lambs to run private enterprises.

After coming out of township enterprises, Zhong Hongxing went to Wenzhou to sell shoes and sell them to Wuxi, Jiangsu. A pair of shoes earned 10 yuan and sold for 3 years. "But the biggest gain is to let me master the whole process of women's shoes from production to sales."

In the era when sales were more important than technology, Zhong hung Xing firmly believed that as long as there were products, he could sell them. In 1996, he found five or six people and built his own factory.

At first, the small factory could only make 40 pairs of shoes every day. Zhong hung Hsing took a half hour motorcycle ride to Chong Fu the next morning and then took a 1.5 hour bus to Hangzhou to sell it, earning 300 yuan to 500 yuan a day.

A year and a half later, the scale of the five or six people expanded to 20, and began to develop to Shanghai. It has a larger market. When there are only a few small shopping malls in Hangzhou, such as Jiangnan and Lv Song, there are countless shoes on Shanghai road in Nanjing. Zhong Hongxing put 100 pairs of shoes in, and sold them in one or two days. Its business model has also become a reference template for many shoe owners.

But before and after 2002, these small stores were closed down. Shimen's shoe bosses began to develop into the Central Plains and northeast markets. At this time, BELLE, red dragonfly, AOKANG Guangzhou and Wenzhou women shoes, after years of accumulation, officially broke out the strength of the brand.

At that time, shoes bosses were also aware that the gap between Tongxiang women's shoes and Wenzhou and Guangzhou women's shoes was beyond measure.

Rebirth: licensing is not easy, and efforts must be made.

In 2001, there were only 23 enterprises engaged in leather shoes production in Shimen, with 1200 employees and 3 million annual production capacity. Over the past 13 years, these figures have been refreshed to nearly 700, 2.8 and 40 million. Nowadays, the whole town owns over 15 enterprises with over 30% of the leather shoes, and the shoe industry's characteristic economic income accounts for 30% of the total income of the town.

The seedlings of women's shoes have already been deeply rooted in the land of lambs. Simple digital comparison, you can see the prosperity of lamb shoes again.

Shimen Gao Dun village, close to the lamb Town, has been developing for several years since 2005. This village has become a famous leather shoe village. Now it has 156 large and small leather shoes enterprises and an individual. "All of a sudden jumped up or after 2008, when the leather shoes market was particularly good, many of them originally worked in shoe factories went out to work alone." Zhang Xiaoping, Secretary of the general Party branch of Gao Dun village, said that because the shoemaking industry is mainly based on extensive labor intensive enterprises, if there is no scale, two hundred and thirty thousand people will basically be able to start a small shoe factory.

However, there are many safety hazards in this family workshop. In addition, the owners of small workshops are afraid to pick up orders because they are restricted by venues and workers. The biggest problem faced by Gao Dun village is to expand the contradiction between scale demand and limited land index. The biggest problem faced by Gao Dun village is to expand the contradiction between scale demand and limited land index.

In 2008, the proposal of "peasant footwear industry pioneer park" was supported by relevant departments at higher levels. Through the renovation of rural land, a portion of the state-owned land is sold for auction, so that the real potential small businesses can buy land and build their own factories and grow in gardens.

Huayi Shoes Co., Ltd. as a phase of the enterprise, general manager Li Haifei only said such a group of data: in 2007 when the enterprise was established, the annual production of women's shoes 68 thousand pairs. In the year before moving to the park, 240 thousand pairs were produced. In 2011, the output of the park was doubled, and the output is expected to reach 700 thousand pairs this year.

Li Haifei attributed the rapid development of enterprises to two aspects: "with a broader venue, plus formal management mode and production line, we can naturally release orders from hand to foot."

In the first phase of the successful operation mode, more shoemaking enterprises in the village want to enter the entrepreneurial park for farmers' shoes. Last year, 7 growth companies entered the two phase.

Under the platform built by the government, small businesses are growing rapidly, and the earlier private shoe enterprises are working hard on the road to the brand, and the industrial foundation is more substantial.

In the middle of 90s, Zhu Yuming, the head of Jia Dai Ai Ni shoes and Textile Co., was employed as a sales manager by a shoe factory in Suzhou. "Yansha" shoes priced at 500 yuan, no one wants, bid to 1500 yuan to grab, this is the value of the brand. Zhu Yuming's factory at that time cost about 60 yuan for a pair of shoes, 130 yuan for factory price, 1000 yuan for "Yansha", but only about 200 yuan can be allocated to the factory. In a retail mall like Yansha, 3 pairs of shoes sell for a pair.

In fact, such a rule of shoe industry, making shoes is like a mirror. However, from realizing the value of brand to changing the inertia of OEM is a long and arduous process.

From 1997 to OEM for large enterprises, Zhong Hongxing's "San Dan" has 4 independent brands, and even the international famous trademarks acquired from abroad. At the same time, enterprises also have the lower end manufacturers for their own OEM production. "Just started playing the brand, we only said that we are made in Guangzhou, and after brand management has achieved initial success, we dare to show Tongxiang's manufacturing." Zhong Hongxing said that 70% of the shoes produced by enterprises now are their own brands.

The road of brand is not easy to go, but many shoe enterprises are stepping up and down this rugged and bright road. "Lambs" brand women's shoes have also opened hundreds of Direct stores throughout the country, and many of them have been directly into the mall through distributors.