Cambridge Footwear Technology Comes From Ingenuity To Change The Market Structure

China's youth and children's shoes and clothing brand "Cambridge" built factories in 1989; in 2002, 5 international advanced shoemaking lines were introduced; in 2005-2009 years, 4 years joined hands with inspirational and sunny stars to mark the brand image, and won the honorary titles such as "Fujian famous brand" and "Fujian famous brand product". In 2010, the joint State Sports General Administration set up the first "China campus sports product research and development base" for the first time in China.

Nowadays, the "Cambridge", with the brand concept of "British campus equipment", has become the leader in the brand of Chinese youth and children's shoes and clothing: the ten brands of Chinese children's shoes, the most investment value brands in China, the campus sports brand of China's outstanding young people, and the stable product of national quality inspection.

Looking back at the development history of Cambridge in the past 30 years, it is not difficult to find that every turning point in the development stage, Cambridge shoes and clothing have firmly grasped the market characteristics under the background of the times, and gathered internal advantages and external resources to achieve the leaping development of the brand.

In the context of the Internet age, how will Cambridge shoes and clothes develop? The Chen Shaojian, one of the co founders of Cambridge shoes and clothing and the current general manager, interprets the principle of "four carriages" in the new era.

A man is in charge: quality is king.

Shoemaking technology, ingenuity, changing the market structure

In early 80s, shoe factories in Nanan were built.

It is the largest economic pillar of the whole nine towns.

Chen Shaojian, a teenager, started from shoe factory workers and spent several years in mastering the exquisite technology of shoemaking.

In 1989, Chen Shaojian and his aspiring entrepreneurs founded the ninety-seven factory of Nanan Jiu Du shoe plastic company.

"Just listen to your name, we know that we are running shoes factories late in the town."

Chen Shaojian recalled that at that time there were 300 home and small shoe factories throughout the nine towns.

By the early 90s, shoe factories in the town had experienced a wave of large-scale collapse.

By 1993, there were only 10 factories in the town's shoe factories, including 97 shoe factories.

But Chen Shaojian and his shareholders changed the name of the shoe factory to the "Cambridge" that has been used so far.

"In the early 90s, the production of Jiu Du.

It was dubbed "seven day shoes" by some consumers. It may wear out for seven days.

Product quality is not good, enterprises can not survive naturally.

After realizing the importance of product quality, Chen Shaojian led the team to make shoes that are different from others.

"At that time, the cost of our soles was at least 3 yuan more than others, and molding was more than one process.

Foreign customers come to discuss wholesale price, think our price is more expensive than other people nearly 10 yuan, unreasonable, but finally wholesale bargain people regret.

Chen Shaojian remembers that in the early 90s, the factory price of the shoe factory itself could be 5-8 yuan higher than that of other shoe factories.

In production, the most direct impact is to insist on not cutting corners and strictly following the shoe making process. The most direct impact is that the factory price is slightly higher than that of its peers, but the sales volume of products is gradually recognized by dealers and consumers.

With the reputation of quality products, Cambridge's market share continues to expand.

At the same time, Chen Shaojian and entrepreneurial shareholders have strengthened their entrepreneurial ideas: making "Cambridge" a fashionable, healthy and high-quality brand for children's shoes and clothing.

Take the lead: innovation and health are equally important.

Making shoes research, leading the layout of China's children's footwear industry

As early as 2000, Chen Shaojian began to study with his team how to make shoes comfortable and healthy.

"Starting from the comfort of shoes, we put forward the concept of" breathing shoes "very early, hoping to make shoes more breathable and more absorbent.

Under the advocacy of this concept, Cambridge and

The manufacturer developed a breathable insole and obtained a patent for odor control.

Considering that the shoes and clothing in Cambridge are located in the brand of children's shoes and clothes that are popular in consumption, Cambridge has only launched several products over the years.

Nowadays, with the implementation of the national "two child" policy, China's children's products market is developing at a rapid pace.

In addition, the rise of parents after 85 and 90 means that the consumption demand of children's shoes and clothing market has been upgraded to meet the needs of fashion and health from meeting the basic needs of life.

In 2016, Rio Olympic Games used the cupping traces of Phelps, the flying fish, to show the world of Chinese massage therapy to the whole world.

Cambridge's health massage shoes, a new generation of massage pioneers, have also been sought after in the market.

"Cambridge has gone farther and farther on the road of" studying medicine ". Our goal is only one, so that children's feet are healthier.

Chen Shaojian said that in the early September at the product ordering meeting, Cambridge shoes and clothing will also be carefully considered from the details of product performance, fabric, comfort, style, sewing quality, wearing feeling, collocation and so on.

Bring more healthy and fashionable products to market.

A heart of ice: fulfill social responsibilities

Healthy circle dream, public welfare institutionalization

In early 2016, Cambridge shoes and clothes sent a large number of children's sports equipment to kindergartens in Nanan.

At the end of 2015, Cambridge shoes and clothes donated 800 sets of desks and chairs to 9 poverty-stricken primary schools in Ningxia's red temple area, together with the Jinjiang Public Welfare Alliance of private enterprises.

Besides the desks and chairs, they also sent new school uniforms and learning equipment for their children.

In 2014, Cambridge shoes and clothing launched the "let fly dream" public welfare program.

The plan is mainly aimed at 6 to 14 years old pupils with relatively hard economic conditions at home, to provide them with assistance to help them realize their dream of going to school.

Speaking of the commonweal events of Cambridge shoes and clothing, it may also be traced back to 2009. Cambridge shoes and Clothing Co., Ltd. first established the Red Cross Society in the Quanzhou children's clothing industry. In 2011, Cambridge and the Guangdong Red Cross Society held the "spring breeze action donation fundraising ceremony".

Since its founding, the public welfare behavior of Cambridge shoes and clothing has never been interrupted.

"We hope that these modest efforts can bring more volunteers and enterprises to care for more campuses."

Talking about the original intention of the enterprise, Chen Shaojian said so.

In addition, Chen Shaojian often donated and raised money for his hometown's road repair and bridge building business in his own name.

Now, shoes and clothing in Cambridge have already realized the institutionalized management of charities in the enterprise.

Chen Shaojian and his business partners have the same goal: encourage employees to participate in charitable activities and increase their sense of honor and achievement.

At the same time, Chen Shaojian also hoped that with the popularity and influence of Cambridge shoes and clothing, more groups would be encouraged to join the charity work for children.

Looking ahead: strategic planning for foresight

Keep the brand independent, not the majority.

In the process of enterprise development, capital plays a vital role in the growth of enterprises.

In order to solve the financial problems in the development process, the introduction of external capital by enterprises is an effective means.

However, the impact of capital introduction on the control right of enterprises is another unavoidable problem.

On this issue, Chen Shaojian and his business partners have already reached a consensus: keep the brand independent, do not blindly expand, do not follow the wind, go public, and go down-to-earth, independent and long-term development.

It is also based on this consensus that in the hot market of "fashion movement", in 2013, Chen Shaojian first put forward the idea of a distinctive "British campus equipment" to find the brand soul for Cambridge shoes and clothes. In 2014, Chen Shaojian proposed the "grow up" Slogan to find the brand spirit and slogan for Cambridge.

In addition, in the business mode, Cambridge shoes and clothing practices are also different.

"We rely on agents to make money rather than earn money from agents," Chen Shaojian said. At present, there are no direct stores in Cambridge shoes and clothing, all stores are joined by agents.

For Cambridge shoes and clothing corporation, what they need to do is to plan products and stores and do everything they can to support agents.

Agents also actively feedback the market hot spots they find and touch to the R & D links, and make suggestions for product planning and R & D.

Sober market recognition, meticulous craftsmanship, persistent spirit of innovation and continuous continuation of the spirit of public welfare, the four carriages support each other to promote the steady development of shoes and clothing in Cambridge.

Chen Shaojian said that under the impetus of this cohesive force, Cambridge shoes and clothing have been developing continuously and healthfully these years.

I believe that with these four driving forces, Cambridge shoes and clothing will also lead the original brand of the British campus to a more brilliant future.