Deng Yao: From Apprenticeship To Shoe King, Do Not Power And Quality.

Deng Yao, founder of BELLE group, has been an apprentice since the 50s of last century, and has been struggling for decades. She has made great contributions to the beauty of women, and has also achieved her reputation as "shoe king".

As of August 31, 2014, BELLE had 19546 retail outlets in China, of which 13491 were footwear shops.

As the chief executive officer of BELLE group, Deng Yao's partner is like the left and right sides of shoes.

Cooperation for many years, the performance of the "best partner" is still quite bright: by the end of 2014, BELLE international disclosed its mid year results in fiscal year 2014, and its net profit increased by 7.6% over the same period last year, reaching 2 billion 80 million yuan.

Like many of Hongkong's rich today, Deng Yao, who was born in 1934, is also an apprentice. He entered the leather shoes factory in 50s of last century.

In the 60s of last century, he had already owned his own small factory.

Between 1974 and 1976, the mainland was in the cultural revolution, and business activities were almost at a standstill. Deng Yao, who owned shoes factories and shoe stores in Hongkong, had a prominent position in the industry.

He accepted the invitation of the mainland with the attitude of "no fear of fear", and traveled to almost half a year in two years to bring the latest shoe information back to the mainland.

"At that time, there was no business dealings with the mainland, just sharing the mentality of contributing to the motherland, sharing the information and design of foreign footwear industry with the people in different places."

These non utilitarian exchanges helped Deng Yao establish a good relationship and become a secret weapon for his future development in the mainland.

After the reform and opening up, the focus of national development shifted to the economy. Deng Yao began to provide the design to the mainland factories and make them back to Hongkong for sale.

At that time, he was the only person in Hongkong who bought shoes from mainland factories except domestic products. The brand of Belle (BELLE) was also published in Hongkong in 1979, and the name was taken from French Belle (beauty).

In the 80s of last century, "

The mode of "mainland production - Hongkong sale" has lasted for one year, and it can not cater to the changing trend of footwear in Hongkong.

So in 1987, Deng Yao decided to build his own factory in Shenzhen and shorten the production and marketing cycle to 3 months.

At that time, the technicians were provided by a Shanghai shoe factory which had been working together, and the workshop was Shekou Investment Promotion Bureau. The design, development and sale were the responsibility of Deng Yao's company. The three party cooperation was often easy to be contradictory, but Deng Yao's way was very smart: for example, in the management of the factory, although he was one of the shareholders, he did not ask for the chairman of the board, but instead let the mainland representatives take the post.

"At that time, the Mainlanders felt that power was most important. At that time, many Hongkong people and the mainland people had problems in the distribution of power. So I did not want power, but I stipulated that the goods produced by factories should be of high quality, and they could not be produced for other companies. I was the sole buyer of the factory.

Is it not enough for me to do so? What is the purpose of my goal only to make money and who will become chairman? "

With the development of the mainland consumer market, Deng Yao began to develop the domestic market of BELLE brand in 1992.

At that time, many Hong Kong businessmen who set up factories in the mainland could only earn 10% to 15% domestic sales rights. But Deng Yao was the first Hong Kong people to bring foreign experience back to the mainland in the early years. He won 30% of the domestic sales rights for the factory and accelerated his efforts to develop the domestic market.

At first, he was in

And Guangzhou sold wholesale products to wholesalers everywhere, but counterfeit fakes soon appeared.

In order to protect the brand, in 1994, Deng Yao decided to open a special store and develop a sales network in the franchise mode, so as to eliminate the way of selling fake goods on the market.

It is not easy to do business. Dealers once did not follow the rules and steal the products of other brands. Some people who could not get the franchise claimed to sell the goods to other countries or to Hongkong.

Orders are secretly shipped back to the mainland for sale.

Deng Yao's response to the former is to make sense and add group pressure.

"I will analyze with him, BELLE can provide the account period, the product has certain sales volume, he uses the money earned by BELLE to support other brands, affect the brand image, and also affect the interests of other franchisees."

For those Hong Kong businessmen who help the mainland buyers to buy goods, Deng Yao will buy all the goods in the market after he finds out the facts, and then he will personally visit and talk with the trustees of the Hong Kong side.

In short, everything is settled by "reason".

Under the franchise mode, Deng Yao's business is developing rapidly.

In 1998, he simply suspended the sale of BELLE in Hong Kong and made full efforts to develop the mainland market.

Since then, he once again brought the brand back to Hongkong and developed the international market.

Now, Deng Yao has opened the market in Japan and Singapore, the United States, New York and other countries and regions through agents.

For more than 20 years, Deng Yao has held the attitude of "sincere to man, doing business is only competition, not confrontation", and has accomplished the reputation of "shoe king".

He laughs, "the people who work with me must be broad-minded and can't be too selfish."