Zhang Zhenxian: Let Slippers Get Rid Of The Label Of "Cheap Stalls"

In many people's traditional impression,

It's household goods, which is labeled as "cheap goods".

But he said he wanted to use it.

Speaking, subverting the original definition of slippers and giving them "new slippers", he wants slippers to become "slippers".

The new trend of sports and leisure products.

For more than five years, he has achieved this goal. Not only a pair of slippers can sell US $128 in the US market, but also attract consumers to rush to buy.

He is general manager of Fujian Zhen Long Shoes Co., Ltd., Zhang Zhenxian, who believes that strength can make slippers "make" become "quality build".

Two dialogues for market positioning

Recalling his entry into slippers, Zhang Zhenxian said this was also a decision made after a casual conversation.

Now, Zhang Zhen is more familiar with the status of an outdoor slipper manufacturer.

But before he stepped into the industry, he had another identity, "leftover recycling operator".

"At the end of 2010, when I was chatting with a friend in Taiwan, he mentioned a very critical point. The acquisition of leftover materials is becoming more and more obvious by environmental dating. He asked me if I had thought about the development of five years or even ten years in the future."

It is the friend's statement that let Zhang Zhenxian think about the future development. "In addition to continuing our bank, what industry can we do? We think of making slippers, because the production of slippers is well known, the supply chain is relatively perfect, there is such a strong atmosphere and environment, enter the industry threshold is low, start faster."

Based on the consideration of the external environment, Zhang Zhen decided to move towards the slippers industry.

It can be said that because of a dialogue with friends in Taiwan, Zhang Zhenxian made a decision to enter a new industry.

In the next and inner pit, a local company engaged in slippers production for more than 20 years had a dialogue, so that Zhang Zhenxian had a clear market positioning for the new industry he entered.

"The old man said," we need to make slippers, but we should first figure out what kind of slippers we are going to make. If we do lower prices, they will be better than their older generation. If you are high-end, but you have no customers, you will not be able to support them for long. "

Zhang Zhenxian said, indeed, as the predecessors said, the road of lower end than price is not long, and the high-end will be in trouble.

How to do it? Zhang Zhenxian seeks answers through constant visits to the market.

Zhang Zhenxian, who has visited the slippers Market in a number of areas for a while, has found that in the low-end market, the phenomenon of homogenization is serious and vicious competition is fierce, but there are few people in high-end market slippers.

At the same time, Zhang Zhen is also aware of the same footwear industry, the outdoor sports shoes market is highly sought after, outdoor sports market share is bigger and bigger, sports and leisure will be a major trend.

For some time, Zhang Zhen has found the market positioning of his own slippers - high-end outdoor slippers.

"No one does not mean that we can not do it, nor does it mean that we can not do it well."

At the end of 2010, Zhang Zhen limited Fujian Zhen Long Shoes Co., Ltd. was formally established.

Get rid of the label of "cheap goods"

If we tell you that the slippers produced by the Zhen Long shoe industry can sell US $128 in the US market, do you think it's a bit exaggerated? But Zhang Zhenxian did, and he sold the "flat foot corrected flip flops" at a price of 128 US dollars in the US market.

Zhang Zhenxian told reporters that the bottom hardness of this pair of slippers can withstand 150 kilograms of pressure, which is two times higher than that of ordinary slippers. It can effectively correct flat feet, has already applied for a patent, and in Zhang Zhenxian's company, there are many similar applications for patent shoes.

"We want slippers to get rid of the label of" cheap goods stalls ", so that slippers are no longer just household products, it can also become the trend of fashion sports and leisure products.

Zhang Zhenxian said that with the development of the company over the past few years, the market positioning of products has become more and more clear. "Like this year, we launched" sports slippers ", so that consumers can wear our slippers to go directly to the sports market. Today, the market is developing towards the direction of differentiation. Only in doing an industry can we really do it for a long time.

Zhang Zhenxian, who is more and more clear about market positioning, is constantly breaking the original pattern. He wants to subvert the original definition of slippers and give "slippers" a new life.

In Zhang Zhenxian's view, to give "slippers" new life, the first thing to do is to first "love" in it. "Slippers and skin are direct contact, to make consumers comfortable, your material is better, your craft is better.

And to do this, the most important thing is to have the heart to produce your slippers.

"But I am not alone in making good slippers and winning good reputation. It is the whole team inside and outside of our company. We all work together to make slippers no longer a cheap stall."

In Zhang Zhenxian's eyes, the key factor is man.

"I never fired employees, but fired my staff."

In the Zhen Long shoe industry, there are many employees who left and left the company several times. "They like to use the old without new, and also oppose airborne troops. The most important thing is the healthy development of an enterprise.

I hope that the people who stay in our company will be able to grow with identification with company and grow together with the company so that they can get rid of the image of the stalls.

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Believe that good quality brings good sales volume.

In order to open up a piece of land in the high-end market of the slippers industry and let good quality bring good sales volume, Zhang Zhenxian really spent a lot of time.

"After the establishment of the company, I took my slippers" to travel north and south, "and I would not let the dragons slippers be absent for any influential exhibitions.

Zhang Zhenxian's fascination with the exhibition seems crazy to many friends. The Canton Fair, the Hongkong exhibition, and the four exhibitions of the United States, Germany, Italy and Russia, as well as national exhibitions such as Thailand and Vietnam, can see the figure of the Zhen Long shoe industry.

"It's a horse or a mule that has to pull out for a stroll. We are good shoes that are not shyness to show."

In Zhang Zhenxian's view, the exhibition is a good channel to enable customers to directly understand products and highlight their own advantages through comparison with other exhibitors. "Of course, the exhibition is also a good opportunity to learn from others. By contrast, we can see the pros and cons of our products, and we can see clearly the trend of future market development in the exhibition."

The products are all seasonal, but for Zhang Zhenxian, it is not a thing to worry about. "I sell to the United States in the off-season in Japan, and I sell to Russia in the off-season. The market is so big. In spring, summer, autumn and winter, my slippers can be sold, and these are the markets and contacts that have been continuously exported to exhibitions around the world for years."

In Zhang Zhenxian's view, the market positioning is locked, and the quality of products is also available.

Over the past few years, Zhang Zhen has realized that the important point is that customers are paying more and more attention to technology products, and the market of innovative products is bigger.

"This also allowed me to develop in the direction of scientific and technological innovation in recent years, and boldly carry out product innovation, technological improvement and equipment renewal."

Zhang Zhenxian said, this year's new "sports slippers" will be used in the production of slippers in the production of sports shoes.

In Zhang Zhenxian's view, the production of different products in the same industry is sometimes interworking. "A few breakthroughs in routine changes or applications will have new discoveries, and new discoveries will bring new surprises."

Character impression: using fishing to grind patience

On weekdays, Zhang Zhen's hobby is fishing.

He said he liked to hold the fishing rod and concentrate on watching the drifting on the water. He liked the bait to be bitten by the fish, and suddenly pulled up the fishing pole to catch the fish. In these successive hours, the brain could only concentrate on one thing, that is, waiting for the fish to hook.

When fishing, it's also a time to empty the brain for Zhang Zhen.

To catch fish, there is no less, that is patience.

When talking with Zhang Zhenxian, he will find that he is a very patient person, with a steady and steady manner.

Perhaps it is this patience and stability that will enable the Zhen Long shoe industry to create its own world in the high-end outdoor slippers Market in less than six years.

Dialogue with Zhang Zhenxian is actually quite interesting. He is very witty. He can always bring forth a lot of fresh things from the content of dialogue, which makes people feel that the process of dialogue with him is relaxed and comfortable.

After a long contact, he found that he always likes to worry about others. When friends throw problems to him, he can exchange opinions for more opinions or suggestions.

Perhaps so, he can produce slippers from customers' perspective and make slippers "made" into "quality products".