Dialogue With Wu Xianyi, Chairman Of Zhejiang Zhuo Shi Ni Holdings Limited

Recently, Ye Lizhuang, chairman of Dongguan Knoll Hardware Co., Ltd., forwarded in the circle of friends, the market value from 17 billion to 1 billion 700 million: "the myth of Daphne's falling in Daphne", WeChat, has been concerned by many internal and external businesses. Some people have commented in the comments: the rapid rise of the women's shoes such as Zhuo Shi Ni and Da Dong has caused some pressure on Daphne.

At the beginning of this year, Josini set up Korea design center in Jiangnan District, Seoul, South Korea, to enhance product research and design capability.

Connor is CK, Satchi, Samsonite, red dragonfly, Yi Kang, Hongkong Lifeng and other domestic and international footwear, leather goods, luggage hardware BUCKLE supplier, its chairman Ye Lizhuang is Yongjia bridgehead, in the footwear industry, leather goods, bag and suitcase industry has better network resources.

Ye's WeChat has also turned its attention to Zhejiang Zhuo Shi Ni Holdings Limited, a Wenzhou enterprise that has risen rapidly in recent years, and is comparable to BELLE and Daphne in the domestic women's shoes market.

In recent years, the sales performance of Josini company has increased by more than 20% per year, and this year's electricity business sales are expected to increase by 60%-70%. How did Josini achieve this achievement? A few days ago, the reporter interviewed Wu Xianyi, chairman of Zhejiang Josini Holdings Limited.

Online and offline parity + online trial new, e-commerce business is good enough to let nephew fear

Reporter (hereinafter referred to as "Ji"): in recent years, Josini has great influence in the domestic market.

Now, how about the shop in Zhuhai?

Wu Xianyi (hereinafter referred to as "Wu"): now there are more than 3000 outlets in the mainstream business circles of major cities in China.

Every year, we have adjustment and optimization.

On the whole, revenue and profit are double growth.

Reporter: how about online e-commerce?

Wu: we started doing business in 2010 to 2011.

We can make 400 million yuan this year and make money! Because we do not like other peers to do electric business in order to do the "sewer" of the exclusive store and digest the stock.

We have the same price online and offline.

The electricity supplier is my nephew and niece doing, they earn a lot.

Reporter: Josini women shoes electric business to achieve the scale of 400 million yuan, this is quite remarkable, among the footwear industry in Wenzhou is among the best. How do you operate?

Wu: the products sold by our stores and electronic businesses are basically the same, and the prices are the same.

We do not engage in low price sales, nor let our products fight online or offline, otherwise it will be meaningless.

After the product research and development is designed, we will try to make a new trial online; if the online sale is good, then we will extend it to the store next to the line.

Of course, online sales will include push, net red, explosive payment, category extension and so on.

Reporter: you just said that this year's electricity supplier can achieve 400 million yuan, how much more than last year?

Wu: this year's electricity business sales are expected to increase by 60%-70%. Next year it should be better.

The electricity supplier did very well, and my nephew was afraid.

Last year he said to me, "uncle, if you think I have more shares, you can give me less."

You can make the electricity supplier do, one is to rely on your efforts, strength, the second is your luck.

Reporter: how do you feel that shoes and clothes and other traditional industries are better?

Wu: mainly thinking and management, we should make full use of Internet technology, vigorously carry out mode innovation, and increase the sales of B2C, O2O and micro marketing through e-commerce platform.

We should make rational use of the "commodity flow" to make the net red, live broadcast and explode money.

The entire supply chain should be fast.

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Create a flexible supply chain, faster than competitors.

Reporter: what are the initiatives of Josini company in terms of business mode?

Wu: through the whole channel (entity +O2O+ micro marketing) +C2B realizes the online and offline dual channel management unity, improve inventory turnover rate, enhance user shopping experience.

This is actually a buyer's commodity management problem.

We gradually moved from order system to push pull integration.

This requires a quick response to the market: how to push effective products to effective locations in the effective time.

We have improved from "design flow", "production flow" to "pportation flow".

A few years ago, it took sixty or seventy days to design Josini's shoes from design to exclusive stores. Now the time is shortened.

The depth of the supply chain determines the height of user experience.

In understanding user needs and providing platform to meet users' needs, powerful supply chain support is very important.

Therefore, we will build a flexible supply chain as the core strategy of the company. We aim at "first single flexible response, return 7 days to warehousing, delivery 2 days in place".

It can be said that we are faster than other brands.

Reporter: in terms of business mode innovation and pformation, which direction do you think Zhuo Si Ni will go in the future?

Wu: one is the whole category and multi brand; the two is the whole channel; the three is information and automation; four is social marketing.

We are following these lines of thought.

In the past, there were two kinds of sales channels on the branch line and below the line. Now no matter where you are, whether it is a franchised store, WeChat terminal, Tmall or Taobao, I can provide good sales and service.

Implementing "amoeba + partner" mode, so that all members can participate in sharing dividends.

Reporter: the bigger the business, the more and more people. What layout adjustments have you made in the company management system?

Wu: we implement a simplified and platform based management structure, adopt strategic plan and performance management system, and innovate the operation mode of "amoeba + partners" to create the community of Zhuo Si Ni.

Reporter: what is "amoeba model"?

Wu: from 2010, the company explored the incentive mode for employees to participate in dividends.

To implement the amoeba + partner management mode, the units are divided into several business entities, accounting independently, sharing dividends, and establishing a single store amoeba performance system, creating excellent teams, setting up a platform for employees to start businesses, and making career workers more professional.

Simply put, it is to let the whole staff participate in the operation and share dividends.

In addition, the company has established a six channel career promotion system which can be promoted longitudinally and horizontally, and has made individualized career planning for all employees including senior executives, tailored career development goals and plans for employees, and helped employees achieve personal career goals through learning, training, job rotation and promotion.

Since 2013, the company has introduced the "buyer system" in the fast fashion industry, and has made personalized management of the special human resources of the buyer.

Fashion + technology, four major product development centers, more than 300 people.

Reporter: as a leading brand of domestic brand women's shoes, what has Josini done in the past few years in R & D and design?

Wu: product development and design should be guided by market demand, and strengthen the links between product design, organization and sales terminals, so as to provide products that are more accurate, more accurate and more explosive than competitors.

We now have product development and design centers in Wenzhou, Guangzhou, Chengdu and Korea.

The whole R & D team has more than 300 people.

Wenzhou's R & D center in Longwan, a whole building, light decoration design has invested several million yuan.

Remember: shoes and clothing are both traditional industries and fashion industries. What is your most important concern in R & D and design?

Wu: I think Wenzhou shoes are much poorer in terms of software, system and integration in R & D design than Fujian shoes.

Because we have no benchmarks.

Fujian sports shoes enterprises learn Nike, learn Adidas, and sports shoes are more scientific and technological aspects.

Like our Wenzhou shoes, there are not many technological things.

For example, when we make casual shoes, we must install a chip later.

When you walk, it's troublesome to have a cell phone, although the phone can also show your steps; but if my shoes can count the number of steps, you can make people feel that the data is more real.

In future products, fashion and technology must be talked about. This is a trend that can not be run.

Therefore, we must find some technology companies to cooperate.

Electronic products in the future are very cheap, but it can bring you a sense of experience.

Fashion plus technology, the added value of your product is coming up.

Reporter: in the future, what kind of company do you want to build into a company?

Wu: first of all, I hope that besides popular fashion, we must add science and technology to make ourselves into a young, dynamic and sustainable enterprise, and hope to bring something different and differentiated to this industry.

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3 years invested about 30000000 yuan, two integration and information construction

Reporter: in April 1st, Zhuo Shi Ni Zhuo hang ERP system was formally launched.

What does this mean for the company?

Wu: This is a big event, great innovation and great investment in the integration of two technologies and information technology. It marks Josini's significant progress in improving the level of information management, which has milestone significance for the company.

This system has covered all aspects of our company's headquarters production, procurement, warehousing, planning, manufacturing finance, retail finance and national retail branch, including DMS system for retail and distribution, supply chain coordination management system, SAP background management system, SPS warehouse scanning system, etc., so as to lay the foundation for creating a flexible supply chain.

Nowadays, many enterprises have multiple systems, such as finance, retail, production, logistics and so on. The data of all aspects of the company are also available, but they are not linked, and all data and financial ends are different.

However, our Zhuo hang ERP system has opened up all aspects of the company's operation.

It's like a freeway has been built, and it will soon go up.

After that, we plug in the new module.

Our system is currently the most on-line on-line module in Wenzhou footwear industry, with the most business coverage and the largest number of users.

Reporter: how is the operation of Zhuo hang ERP system?

Wu: the effect is acceptable.

At present, we are declaring the "Zhejiang two integration demonstration pilot enterprise in 2016".

Reporter: how much have you invested in the integration of two technologies and information technology in recent years?

Wu: in the past three years, he invested about 30000000 yuan.

But from the practical perspective, I think the value.

Play "combined boxing", paper media, television, live broadcast, net red and so on.

Reporter: in the past two years, Josini's brand operation has changed significantly. What are the aspects?

Wu: in my mind, in the past few years, the women's shoes industry in Wenzhou has not done much in this respect.

We have just begun to attach importance to brand operation this year.

Today's brand marketing is different from before. We can't just invite celebrities to speak. Now everyone is talking about interaction and experience. At the same time, print media, TV, live broadcast, net red, micro signal, VIP customers and so on all have to win.

In the past few years, we did not pay enough attention to these issues.

Reporter: what do you attach importance to now and what are you trying to do?

Wu: for example, we are doing something creative.

First, a brand planning and product design R & D center was set up in South Korea; two, I planted two advertisements in the graduation season and romance.

On 3 12, the online drama "good romance" featuring the theme of urban love comedy started in Hangzhou. Yan Mira and other actresses in the group wore Josini shoes to attend the opening ceremony.

In this play, Zhuo Shi Ni is the only designated footwear sponsorship brand.

In March 29th, the group took a look at the Josini store in the five Horse Street. Many actresses in the group shared the experience of wearing Josini shoes, and praised Josini's design.

In addition, Josini also sponsored the graduation season, which was starred by Korean pop idol Zheng Xiujing.

We are willing to try something beneficial to the brand.

This interview with Wu Xianyi, chairman of Zhejiang Zhuo Shi Ni Holdings Limited, was completed on the road of city hall.

At the beginning of the year, Josini moved his headquarters from the manufacturing base of Longwan district to the Heng Jiu building of Tongren, and rented 2.5 high-grade office buildings for daily office work.

This kind of handwriting is very common in traditional industries, especially in the footwear industry in Wenzhou.

Obviously, Josini already has solid industrial foundation and excellent business mode. Wu Xianyi has enough courage and details to face the uncertain future.

"Made in China" urgently needs to be adjusted on the supply side.

Josini has innovated in the fields of electricity supplier, product, technology, brand operation, business mode and enterprise distribution system. It has developed and manufactured fashionable women shoes products that consumers are willing to buy and are willing to accept. It not only improves their product quality, brand influence, enterprise efficiency and core competitiveness of enterprises, but also drives and pushes counterparts to pform and upgrade to a certain extent, thus promoting the development of the whole industry.

The foundation for sustainable development of enterprises and the way to win the market lies in innovation.

Zhuo Shi Ni has continuously increased R & D investment, strengthened the construction of innovation platform, trained the team of innovative talents, and promoted the organic convergence of market demand, industrial chain and innovation chain. It has become the pioneer of innovation driven development of women's shoes industry in Wenzhou and even China.

For this reason, I would like to give Josini some praise. I also look forward to Josini moving forward along the way, leading to a brighter future for peers and industry partners.