Can Women'S Shoes Pform This Way On Saturday?

stay

The industry is generally faced with development difficulties.

Zhang Zemin, chairman of the board of directors, has not had a good time. The shoe industry, which he founded on Saturday, has been embarrassed for many years.

Faced with the crisis, Zhang Zemin began to seek diversified development.

In March this year, the company name was officially changed from "Foshan shoe Limited by Share Ltd" on Saturday to "Limited by Share Ltd on Saturday". Zhang Zemin is weakening the image of the shoe industry's main business.

Unlike some women's shoes companies, which tend to pform their industries to expand industries, Zhang Zemin seems to be inclined to the more popular concepts such as "fashionable IP", "net red economy" and "VR industry". Up to now, Zhang Zemin has invested hundreds of millions of yuan in the above industries, but there is no specific timetable when it can be reflected in performance.

Recently, the reporter contacted the secretaries' office on Saturday on issues related to the development and pformation of the company, hoping to coordinate chairman Zhang Zemin and sent a written interview outline to the other party. The officials said that Chairman Zhang had always been relatively low-key, and eventually reporters did not get relevant reply from Zhang himself or from the company.

In the early days of entrepreneurship

In the 80s of last century, reform and opening up were in full swing, and a "tidal wave" swept across the country. Zhang Zemin chose to go down this time.

In 1985, Zhang Zemin, who graduated from Shenyang normal college, was assigned to teach in the two school of Kai Chang, Shenyang. He has always been recognized as a good teacher. After 3 years of teaching, he resolutely gave up his career as a "sweet potato" in the past. He decided to go down to Shenyang with his wife, Liang Huaiyu.

4 years later, Zhang Zemin, a self-made man, saved the first pot of gold.

In 1991, he bought a stall at the European shoe city in Guangzhou, and officially began the wholesale business.

In 1992, Zhang Zemin became the sole agent of BELLE footwear industry in Shenzhen. The two sides invested 50% and set up BELLE's first agent sales company in China. Zhang Zemin is mainly responsible for the establishment and sales of products.

It was at this time that Zhang Zemin's marketing ability was brought into full play, and the failure of his cooperation with BELLE also strengthened his determination to create his own brand.

For the sale of BELLE, Zhang Zemin opened a chain store on the roadside of the city and named it "Saturday". All the shops sold were BELLE shoes. In a year, the number of stores opened by Zhang Zemin has reached nearly 100.

But it didn't last long, because BELLE found that the profit in the production process was very low, and the profit in the sales segment was very impressive.

So, in order to take advantage of the upstream and downstream profits, BELLE began to compete with Zhang Zemin for the absolute control of the sales company.

The two sides negotiated, and finally ended in Zhang Zemin's failure. BELLE withdrew all the products and took part of the funds and stores. The rest was owned by Zhang Zemin.

After the separation, Zhang Zemin was in a predicament. Without the support of goods, the storefront could not be used.

He also thought of incorporating other shoe brands into channel sales, but he could not find the right brand at any time.

Zhang Zemin's frustration made BELLE feel depressed at the time, but it also prompted him to realize the importance of building his own brand. "Brand + channel" became the goal of Zhang Zemin's new round of entrepreneurship.

Enter the industry after the defeat

After 1993, Zhang Zemin gradually began to engage in shoe industry with the establishment of a company and shoe factories, and began to get involved in shoe production.

While grasping the production, Zhang Zemin still did not give up the channel marketing of "Saturday" chain stores. He has always believed that only by directly facing the end consumers and having a sales terminal network can the initiative of the market be grasps. In July 1994, the first ST&SAT shoe store opened after the separation began in Shenyang, which is the starting point of the sales terminal under the Saturday line.

After that, Zhang Zemin began to explore the brand's long journey. In 1997, Zhang Zemin registered the "Saturday international enterprise (Hongkong) Group Co., Ltd." in Hongkong, and repositioned and packaged the image of the company.

By 2002, "Saturday" has been a brand design, sales and after-sales service, brand operation and so on.

In the next 10 years, "Saturday" has been on the fast track of development. New stores have been continuously expanding and sales have been improving year after year. The company also went public on the Shenzhen Stock Exchange in September 2009.

Since its development, "Saturday" has become the leading brand of women's shoes in 5 international brands, such as "ST&SAT" and "two" brands such as "Baldinin".

It is understood that at present, the brand of women's shoes is mainly located in the high-end market on Saturday, and the price of a pair of shoes is generally located at 300~1000 yuan.

There are two kinds of statements about the source of the company's name "Saturday": one is that in the Bible, God created human beings on Saturday, and mankind created history again. Zhang Zemin used this to express the brand appeal of "creating fashion and changing fashion". Another way of saying is that in the early 90s of last century, it was still six days working system. The survey showed that most people's happiness index was the highest on Saturday, and Zhang Zemin expressed the brand appeal of "bringing happiness to people".

The development of "Saturday" also brought hundreds of millions of wealth to Zhang Zemin and Liang Huaiyu. In 2015, Zhang Zemin and Liang Huaiyu ranked twenty-fifth in the Foshan rich list with the total assets of 3 billion yuan.

{page_break}

"Follow the policy" to promote enterprise expansion

Unlike the women's shoes giant BELLE International's "big and all" diversified expansion mode, Saturday insisted on the "simple consistency" multi brand strategy, that is, vertically integrated attention to women's shoes, and the limited resources will be concentrated on the operation of women's shoes brand.

At the beginning of the "Saturday" listing, Zhang Zemin used the funds raised vigorously to carry out the expansion of offline stores. Public information showed that the number of new stores opened on Saturday was 402, 396 and 555 respectively in 2010~2012, and the expansion of the stores under the previous line made the company quickly seize the market and enhance the popularity of its products.

However, this way also leads to the high inventory of the company, which brings greater pressure to the subsequent operation.

In addition, Zhang Zemin's "follow up policy" has attracted the attention of market participants.

After the cooperation and betrayal of BELLE, Zhang Zemin turned to "close combat".

Each brand on Saturday has a corresponding relationship with BELLE brand, such as Saturday corresponds to BELLE, FONDBERYL corresponds to TATA, SAFIYA corresponds to Teenmix, MOOFFY corresponds to Staccato.

In addition, on channel expansion, BELLE took the strategy of following up with BELLE on Saturday, first entering the department stores in the first tier cities, taking the high-end route and gradually infiltrating into the two or three tier cities.

The so-called "shop in store", as the name suggests, is to open its own counters or stores in large retail stores.

It has to be said that Zhang Zemin played chess very cleverly. BELLE, as the leader of women's shoes industry, indeed has many experiences to learn from, and closer to BELLE can also improve the image of Saturday brand in the minds of consumers, forming a "Dongfeng" effect.

IP fashion circle to create pformation

The industry predicament started from the macroeconomic downturn and the impact of the electricity supplier channel, and Zhang Zemin was obviously in deep trouble. The principle of simplification that he always adhered to had to be broken before slipping in the performance.

Zhang Zemin's rival BELLE international and 1000 degrees were also affected. In the first half of this year, the performance of these companies also declined to some extent, and the leaders of enterprises were seeking diversified directions of pformation.

BELLE international bought the stake of Fashion Box SpA 29% of Italy Cowboy brand Replay earlier this year. It announced that it would spend 100 million pounds to buy the oldest toy store in Britain and enter the toy market with the full liberalization of the two child policy.

Unlike BELLE international and 100 billion, Zhang Zemin did not choose industry as a direction of pformation, but rather tended to think about how to combine emerging technologies with traditional women's shoes industry.

In 2013, Zhang Zemin started the layout of the electricity supplier channel, and the wholly owned subsidiary Agel Ecommerce Ltd was also formally established on Saturday. Data show that the subsidiary made a profit of 1 million 340 thousand yuan in the first half of this year.

This year, Zhang Zemin put forward the new development direction of the company, that is, the new strategy of building a fashionable IP ecosystem. In particular, it means using social networking means to achieve traffic aggregation, content production and business realisation.

In the Internet age, a famous net red and a so-called "story" can make products sell for sale. Zhang Zemin is looking at the opportunity of development.

He has already started to act. On Saturday of July, he bought a 80% stake in the vertical fashion media ONLYLADY, a 70% stake in kimiss and a two stake in the vertical development of the Internet fashion media business.

At present, its brand collection store on Saturday has combined with OnlyLady's red cross dress show on several platforms.

It is important to note that Zhang Zemin's pformation completely subverted the traditional footwear industry's trading and marketing methods. There is a strong sense of pformation in the pformation. There is no doubt that if the resources can be effectively integrated as he expected, then the fission propagation effect is indeed very impressive. There are still many breakthroughs at present, such as the slaughter of net red market and the low conversion rate of users. These are not the areas that Zhang Zemin has been good at before, and how he will operate at the next stage remains to be seen.

Spend 5 million yuan to enter VR industry

In addition, Zhang Zemin has invested 5 million yuan in the currently very hot VR (virtual reality) industry, and the company shares the Guangdong Nanhai Eagle Vision Tongda Technology Co., Ltd. through its fashion innovation and acquisition fund. It is understood that the eagle is engaged in the research and development of FPV glasses, and has also started the research and development of the VR content.

In this regard, the Western securities research and development center, a senior investment consultant, Quan an said that the participation of the Eagle Vision, will promote the development of footwear product display technology significantly, but also can stimulate the intelligent upgrading of stores.

The times are changing so fast that Zhang Zemin is obviously not willing to lag behind. He is trying to save the women's footwear industry through capital draught industry.

At this time, it has been 7 years since it was listed on Saturday. So, in the next 7 years, whether Zhang Zemin can still highlight the tight encirclement is also a question worthy of industry attention.