Actively Changing Ideas And Developing Ideas And Integrating Brand Management Concept Into The Key Point Of Enterprise Pformation

Putian foundry shoe enterprises: the way to operate under the new normal

Under the new normal, all walks of life are actively looking for the way of enterprise development.

In order to be in the leading position in the industry, the heads of enterprises are all making strange moves and actively seeking a way out.

With good quality, win good reputation, take the initiative to catch the market and invest heavily.

Production line, this is a Putian foundry shoe business under the new normal business way.

Since last year, the shoe enterprises named new road sporting goods Co., Ltd. have achieved the rapid growth of the amount of tax from about 10000000 yuan to 30 million yuan last year, which has become a successful example of the pformation and upgrading of many foundry shoe enterprises in Putian.

According to statistics, from 1 to May this year, shoe manufacturers of above scale in Putian produced 168 million pairs of shoes, an increase of 16% over the same period last year.

Quality wins good word of mouth.

When the new road company was just established, there was only the United States.

KEEN a customer, the product also has only 2 sandals.

Nowadays, a lot of orders are being distributed to new road company every year, not only KEEN, Skech, Flynn, Reebok and other famous brands in Europe and America, but also recently, Korean leisure sports brand Prospecs has extended olive branches to new road company.

There are now seven or eight big brands that have been working with the new road company for a long time. Last year, new road company made more than 6 million pairs of shoes for these brands.

"We pay great attention to establishing their own quality brand and service brand among these big customers, because the word of mouth effect will allow old customers to introduce new customers to us."

Zheng Xinhua, for example, said that 7 years ago, when new road company and KEEN brand had just worked together, it was through the middle traders, and only acted as a general factory under the KEEN brand. After 7 years' cooperation, the new road company not only became the core factory of KEEN brand, but also established a strategic partnership without intermediaries.

In recent years, KEEN brand management has introduced new customers to new road company, and their "iron relations" have made other brands very comfortable with the new road company.

How to further solidify this good word of mouth into the "reassurance" that customers can see and feel? New road set up the first international testing laboratory in Putian earlier this year. The laboratory has passed the certification of CSA testing institution in Canada, and has more than 40 kinds of instruments and equipment, such as finished shoe bending test machine, safety shoes impact testing machine and so on.

"We will be able to carry out international testing in the factory later, and the test report will be recognized by the US, Canada and other markets, which will be very helpful for striving for brand customers and orders," Zheng Xinhua said.

Timely grasp market trend

Entering the door of the New International Trade Department of the new road, the reporter saw Peng Minjie, director of the Department, discussing with a subordinate staff about the use of a pair of shoes, color matching and so on.

Design drawings.

"The overseas customer orders, only sends a design plan, we are discussing the sample plan."

Peng Minjie said.

To turn a design sketch into a hot shoe on the market, OEM shoe companies should spend a lot of effort to catch up with the market, which at the same time become a competitive power.

At the end of last year, Xin Lu company sent top management team to study the research and development of overseas brands in Europe and America, especially to the front-line market to understand the latest trends and market changes.

"The traditional foundry shoe enterprises usually sit at home and wait for orders and close doors to make shoes. They are all based on old experience. But now they can't do so. The market is changing so fast that they must go out, and the foundry must also consider the market."

Zheng Xinhua said.

In order to catch market trends in a timely manner, the new two years ago co operated with a local large export trading company, Fuli company, to jointly invest in the establishment of the company. On the one hand, it won over the profits taken by the traders in the middle market, and on the other hand, it was more important to narrow the distance from the first tier market.

"At the end of March this year, the Flynn brand held its annual summit in Macao, relying on big data to analyze the world.

Development trend, we specialize in learning, and gain a lot.

Peng Minjie said that with the accurate grasp of the market trend, the new road company was more aware of the use of popular materials and popular elements when undertaking orders, so that it was also more optimistic in the fierce market competition.

The newly introduced Goodyear production line has been able to produce high-end products.

In response to market demand, the new road company also introduced a computerized sewing machine.

Reporters in the computer sewing machine workshop, workers no longer used the same as in the past to operate the needle car, but arranged in good shoes material after calmly touch-screen switch.

"More and more customers want to use the computer to get the car, because the quality is good, the output is high, and it is more beautiful."

Lin Jinhou, director of the computer sewing machine, said that after understanding the needs of customers, the company has increased the number of computer needles from 8 to 29.

"This makes the new road company a leader among its peers.

In the future, we will continue to increase the number of needle trucks according to market demand. "

Introduce high-grade production line

In recent years, due to the overall economic situation and the low labor cost market competition in Vietnam and Laos, Putian's OEM shoe enterprises are getting more and more difficult.

Under the background of this industry, the performance of new road has gone against the trend: the number of orders doubled last year, doubled over the previous year, and this year continued to maintain a strong growth rate. The number of employees increased from more than 1000 in 2012 to more than 6000 now. Through the acquisition and merger, the production plants also expanded from 1 to 4 in the past about 6000000 years.

However, Zheng Xinhua has already begun to prepare for the rainy day.

He believes that OEM shoe enterprises are being attacked by the increasingly low profits and rising costs. Under the tight environment of the industry, the new road company has to build a long-term sense of brand development and plan ahead in advance in order to maintain the current growth momentum.

The introduction of Goodyear shoe production line is the decision made by new road company to plan the future.

According to insiders, Goodyear shoe technology was invented by Charles Gotts, the "father of rubber" in 1870. Since its invention, it has dominated the world.

At the pinnacle of Goodyear, the number of shoemaking enterprises that can master the technology of the Goodyear is very limited. The data recognized by the industry is less than 1%.

Most of the products produced by Goodyear technology are high end functional shoes such as military police boots, drilling and construction site boots, while Goodyear customized shoes are regarded as the most distinguished top-level handmade products.

"We launched the Goodyear production line and made a great decision, because the cost is very high."

Zheng Xinhua said that all the machines in Goodyear production line were imported, and the investment cost was more than 6 times that of an ordinary production line. In addition, due to the lack of local skilled workers in Putian, the new road company hired more than 30 workers from Guangdong for a high salary.

"Behind the high cost means high profits. The profits of a pair of Goodyear shoes are several times the profits of ordinary sports shoes. At the moment, the profits of sports shoes and casual shoes are less and less. The foundry high tech and high added value functional shoes are a direction for the pformation and upgrading of enterprises."

Zheng Xinhua said.

In the Goodyear shoe production line, the reporter saw several pairs of newly completed KEEN brand leather boots.

Because boots are made of steel and boots, the boots are very heavy, and each pair of boots is very heavy, but they are comfortable to wear.

The head of the workshop told reporters that Goodyear craft leather boots are the most high-end shoes of the KEEN brand. In the future, a whole range of products from overseas brands such as KEEN can be completed in new road company, which is very helpful for consolidating orders.

"We plan to go to 3 Goodyear production lines in the future, so that enterprises can continue to lead in the fierce competition," Zheng Xinhua said.

There is a pformation called fusion.

Is the new road company pformed? It seems not. Because its products and business models have not changed, they are still making foundry shoes.

If we say that the new road company has not been pformed, it is not very accurate, because its business philosophy and development ideas are very different from traditional foundry enterprises, and have already integrated into the management idea of brand enterprises.

The core of such exploration and change is integration.

In terms of concept, it has integrated the advantages of brand enterprises, such as attaching importance to word of mouth, attaching importance to the market and attaching importance to the long term. In technology, it has integrated the high-end advantages of Goodyear shoemaking.

This active integration has not only made the order of new road company grow steadily, but also let the enterprise see the dawn of its march towards the high-end manufacturing industry, which is very beneficial to its sustained operation and sustainable development in the future.

The fusion pformation of the new road company provides a reference for a large number of local foundry enterprises with a dim prospect and a dim prospect.

When the demographic dividend is disappearing and the labor cost is high, it should be integrated into the information thinking and machine instead of manual labor. When the competition is fierce and the profit margin of the order is getting thinner and thinner, we should try to abandon the traditional mode of mass production and win the quantity, and strive to produce products with high technology content and high added value, thus forming the competitive advantage of "no one has me".

In the long run, the OEM mode will not disappear, and the external orders will still exist for a long time. But the competition, merger and shuffling among enterprises will gradually intensify. Only by actively pforming the enterprises that can keep profits in two sides can we get the chance of survival and development.