Technological Innovation Makes The Brand Unique.

"A pair of domestic shoes sold to the international market for 150 dollars!" in February 12th, the news was released quickly after the Xinhua news agency was released.

To be regarded as traditional industries.

As a matter of fact, there are also domestic brands that can sell high prices nowadays.

To create this miracle, Fujian Luochi shoemaking technology development Co., Ltd.

Luochi is located in New Town, Licheng District, Putian.

Compared with more than 3000 shoe companies in Putian, Luochi can only be regarded as a small business enterprise. Apart from the two tall outdoor sports shoes displayed in the factory area, there is only one workshop with 300 workers and a R & D office building.

However, small businesses can also release big energy: from the OEM pformation successfully to China's outdoor shoe pioneer enterprises, cross-border sales in 2015 exceeded 70 million yuan mark.

In Putian, Fujian, Luochi shoemaking technology development Co., Ltd., the staff are placing several new shoes.

The focus of supply side structural reform is to aim at the market, predict market demand, and launch marketable products in constant innovation.

Chen Yinghong, chairman of the company, said that continuous innovation in R & D, production and sales has made Luochi's success.

Technological innovation makes the brand unique.

It is a professional, functional and personalized product.

Over the past few years, some domestic shoe companies have been pforming their production of outdoor shoes. However, due to their lack of innovative awareness, they are unable to compete with internationally famous brands and have returned to foundry or closing their doors.

In the Luochi product exhibition hall, the reporter saw many outdoor shoes developed independently. Last year, the newly launched BOA outdoor shoes were especially conspicuous.

This shoe is an innovative highlight of the American advanced BOA fast frenulum system, breaking the traditional shoelace mode, replacing the traditional shoelace with steel wire, adjusting the tightness by a knob, and instantly wearing shoes off by pressing a twist for 2 seconds.

At the same time, there is no need for insole in shoes. Besides waterproof and breathable, it also has very high soft comfort.

This shoe has been popular at the Canton Fair, and it has also been promoted by Putian and Alibaba last year to jointly promote "made in China and Putian good shoes". It sold 20 million yuan in a few days.

In fact, before launching the BOA outdoor shoes, Luochi has caused a sensation in the industry because of the development of a tracing shoe. It has achieved explosive growth in sales. The sales revenue of a single outdoor shoe has reached nearly 100 million yuan, and the market share is among the best among the similar products.

"Specialization is the foundation of brand development, and technological innovation is the core of structural reform of supply side."

Chen Yinghong said that the reason why "shoemaking technology" is registered as the name of a company is to take technological innovation as the guide and walk out of a road of innovation. The innovation process can not be smooth sailing, but as long as we stick to it, there will always be gains.

In 2006, Putian, as China's footwear export base, had a scale of more than 35 billion yuan, but no brand.

Chen Yinghong saw the opportunity to move the factory from Guangdong to Putian, home, and invested hundreds of millions of dollars in the establishment of a R & D team of 50 people to fully promote the brand's design, R & D and technological innovation.

"Market competition can be divided into technical efficiency and market efficiency, market efficiency chasing the trend, and technical efficiency leading the trend.

The outdoor footwear industry belongs to the creative and fashion group, and should pay more attention to technical efficiency.

The accumulation of industry for many years enabled Chen Yinghong to get rid of his experience and see the development trend of the industry in a broader perspective.

In order to integrate with the international market faster and more steadily, Luochi pioneered the mode of cooperation with internationally renowned designers, that is, to attract international talents with common belief by means of technology share financing, and set up a design team with South Korean designers as the core and British, French and Chinese designers as auxiliary.

In which country does the company go to the market, it develops new products with the top designers of the footwear industry in the country, signing 2 top Korean designers and introducing 2 designers from Italy and Britain.

With the joining of the international R & D design team, Luochi's technology and design level has increased dramatically.

Today, the Clorts's anti slip and grip technology, mid floor reinforcement technology, waterproof technology and soles damping technology have reached the advanced level of similar products in the world.

Clorts brand's 8 series of products have passed the international notarization test such as Switzerland and Germany. The products have successfully landed in overseas markets such as Asia, Europe and the United States, opening up the first step of China's outdoor shoe brands to enter the international market.

At the same time, the company has provided design, R & D and production services for many domestic and overseas professional outdoor brands, breaking the monopoly of foreign brands.

From 2009 to 2013, Luochi won the top ten outdoor leisure shoes brand award in China for four consecutive years. In August 2015, Luochi became the sole customer of Alibaba's "fast selling" global strategy outdoor footwear.

At present, Luochi has successfully applied for and is applying for nearly 20 patents, registered trademarks in 30 countries, and some world brands have begun to buy designs from Lok Chi.

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Enhancing market competitiveness by coordinated operations

The advanced technology has laid the core competitiveness of Luochi brand, but the profit of the enterprise will eventually be realized through production, sales and other links.

"From the aspect of supply side structural reform, the traditional mode of production and single sales channels can hardly give full play to the competitive advantage of the brand."

Chen Yinghong said that Putian has a sound industrial chain and sound industrial supporting resources, but the long-term foundry mode also weakens R & D design capability and brand channel construction.

Innovative production and sales mode is not only to integrate resources, but also enable enterprises to enhance market competitiveness in "cost reduction and inventory".

It is a highlight of Luochi's innovative production mode to build a vertically integrated subcontracting production mode with the help of force and the operation of light assets structure.

Luochi is a technology oriented small factory.

In order to obtain information on the same platform with the global frontline brands, Luochi works with many of the world's first suppliers and absorbs and pforms the advanced technology and quality management system of the top brands, and takes the lead in establishing a vertical and integrated subcontract production model.

For example, in terms of production, Luochi supply chain currently adopts three subcontracting modes: large sub contract, medium sub contract and small sub contract.

The big sub package is for some products.

Map, contractor and bag material to cooperative factory; subcontract is to provide material and technical support to cooperative factory; sub contract is to subcontract part of the process, such as needle car and molding sub contract.

The innovation of subcontracting production mode not only integrates the resources of the industry, but also reduces the pressure of Luochi's reinvestment and saves the cost.

Chen Yinghong introduced that in last year 5-10 months, Luo Chi sent about 300000 orders to the cooperative enterprise.

With the innovation of sales channels, more orders will be subcontracted this year.

The advent of the "Internet plus" era has changed the traditional single entity store marketing mode.

Luo Chi is no exception. When the company was founded in 2006, it set up an electric business team of 50 people.

Since 2008, the company has begun to collect big data on the Internet, set up e-commerce channels, and start e-commerce marketing.

Since 2009, 30 OTO experience stores have been set up. In 2010, Luochi also set up a customer service team of more than 30 people, opening flagship stores on Taobao, Juhuasuan, Tmall, Jingdong, Amazon and other platforms.

"This year, we will cooperate with 8 local brand shoe manufacturers in Putian, and set up the" Putian good shoes "experience center in 100 universities across the country.

Chen Yinghong said that Luochi will strengthen the integration of offline sales and expand the domestic market while developing the international market through cross-border electricity providers.

In February 29th of this year, Luochi became the first registered cross border electricity supplier in the province after the formal implementation of the AQSIQ "cross border e-commerce business entity and the management of commodity filing". This move also marks the opening of the AQSIQ cross-border electricity supplier filing system in our province.

At present, Luochi has established trade relations with a dozen countries in Europe and Asia, including Korea and Russia. The output value is expected to exceed 150 million yuan this year.

"Starting from this year, Luochi is going to use 3 years to create high-end high-end outdoor footwear industry chain system, extend the value chain, and strive to become China and the world's high-end outdoor shoes core components suppliers and standard setting enterprises."