Exploring The Way To Break The Brand Of "Exclusive Dragon" Children'S Shoes

Back in 2010,

Li Dinghai, the boss of the limited company, participated in the drafting of the "technical specification for children's sports shoes" as the sole representative of the children's footwear industry in Wenling.

This is an action organized by the folk shoe enterprises. Before the adoption of this regulation, the standard of children's shoes can be regarded as blank.

Li Dinghai said, let children's shoes manufacturers have standards to be able to regulate the production of shoes enterprises, so that the quality of products will be guaranteed.

The Eagle Eagle footwear industry started with foreign trade. During the period of development, it took up half of its energy and ran its own brand exclusive dragon children's sports shoes.

Quality exploration: from setting standards to standardized production

In addition to the national standard of sports shoes, the national standard of children's shoes drafted by Wenling enterprises will be formally implemented in January 1, 2016. This standard is one of the two most important mandatory standards in the footwear industry of China. It is the second safety technical standard of footwear in China after the technical specification of rubber shoes health and safety.

The eagle footwear industry, as a participant in the national standard, has always been demanding itself by standardized production.

The Eagle Eagle shoe production workshop, which was built in 1994, now has 4 production lines, with an annual output of 400-500 million pairs, with an annual output value of nearly 200 million yuan.

Unlike the early stage of the small and medium-sized enterprises in the early 90s, the order and production process of the eagle footwear industry have been rigorous and orderly.

In order to get rid of Wenling shoes, the smell is bad and the quality is poor.

"Impression", Li Dinghai began to check the material from the product, glue, leather, mesh cloth, soles must choose quality and durable.

The division of production processes is also based on the qualifications of the international brand manufacturers.

These measures have made the eagle footwear industry maintain a steady and steady foreign trade order.

These positive actions also led to the change in the behavior of shoemaking enterprises around Wenling, and a supplier of shoe materials said, "many years ago, what materials were cheap for everyone, and now we choose materials, and we will definitely choose the materials with no smell and no pollution."

The direct bonus brought by this positive action is that many domestic footwear orders exported to Europe and the United States have gradually shifted from Dongguan to Wenling. The biggest advantage of attracting export orders in the US, Africa and Europe is that the quality of Wenling shoes is not bad, as well as the low price advantage and the guarantee of production capacity.

At this time, the eagle footwear industry has already accumulated the original capital of its own brand from the foreign trade and foundry industry, and its production capacity and quality have become a benchmark in Wenling.

Mode exploration: short, flat, fast or branding?

"Workers work punctually at 7 in the morning, I have already been in the studio at 6 o'clock, and I work before 9 p.m., and the daily work is like this in the editions, workshops, and markets.

In Wenling, the boss is not a good boss if he does not personally participate in the development, production and sales. He will give me 7-10 days from the style to the market and the 5000 double shipment to the market. "

Talking about the daily pace of work, Li Dinghai said.

In order to ensure the rapid market reaction speed, many things require the boss to act as a parent. Li Dinghai cares more about the updating speed of the style.

At present, the 2/3 team of the R & D team is walking the market. In order to develop more market fit styles, most of the R & D personnel spend 1/2 time in the market and find the style in a year.

Find a nice style, and send it back to the office for the two time.

In this way, exclusive dragon can develop more than 1000 styles in a year, of which more than 300 are in the market for a long time.

From 2013 to 2014, exclusive dragon tried the Jinjiang brand's "order meeting mode", ordered six months ahead of schedule, and distributed goods one quarter ahead of time, but this mode finally led to a large inventory in the second half of 2014.

After analysis and reflection, exclusive dragon returned to the previous "supplement mode".

"We hope to be short, flat and fast, and be quick and quick.

The production cycle is generally controlled for 7 days, the price is moderate, the public can accept, the production speed is fast, and the effect is fast.

It is already in late November. In the production workshop of exclusive dragon, a cotton shoe is in hot production.

The shipment period is short, cheap and fine, and the enterprise structure is flat.

These models, which are different from those of Jinjiang brand shoes enterprises, are known as the "Wenling model".

From the perspective of scale and speed of development, exclusive dragon is the forerunner of the "Wenling model": perceiving the information of the shoe market with the tactile tactile sense and pushing the information to the market quickly. This is a bottom-up "explosive blasting campaign". This product is rapidly circulating in the business super market of the three or four line cities, and the passenger price is not high enough to win by quantity. It forms a small brand mode that surrounds the small and medium-sized cities in the vast rural areas.

Brand metamorphosis: licensing movement on trial waterline

However, whether in broad sense or in chivalrous terms, "brand" is not a true brand if it can not bring premium or increase output value.

The era of advertising + franchised store + product = brand has passed. The core spirit of Wenling mode is fast reaction system. But the product that can not win with high added value is bound to plunge into the red sea of price war. Under the condition of low profit, tens of millions of billions of advertisements are invested, and it is also a growth brand's unbearable investment.

Under the impact of the electricity supplier, the profit space of the offline products has been further compressed. Li Dinghai has realized the importance of brand value added. However, the way to go is still the most pressing problem before Li Dinghai.

With the launch of the Alibaba children's shoes industrial belt in Wenling, Li Dinghai realized that this may be a rare opportunity. "Online licensing is the mode we want to try. On the one hand, it needs top-down guidance from the outside world; on the other hand, online and offline convergence needs to find a feasible reference mode."

Li Dinghai said.

This year, two dozen, "

"Successfully get the order of 10 thousand pairs of shoes online.

"Unexpectedly, there is such a big market on the Internet."

Li Dinghai, the chairman of the board, was directly surprised.

Li Dinghai is once again emphasizing the advantages of the footwear industry in Wenling, which is "fashionable, cheap, fast response, and full range of products". However, the advantage of this brand is not brand penetration and special memory.

How to realize pformation and pformation on the basis of guaranteeing survival, maybe similar shoe companies like "Eagle shoes" can try to add some personalized customized production lines, find patterns suitable for their own characteristics in trial and error, and national consumption patterns can not be generalized. After all, the electricity consumption era has opened up the desire of individual consumption groups.