How To Break Through The Bottleneck Of Wenzhou Leather Enterprises With Many Famous Brands

When it comes to brainwashing, Jiangnan leather factory must be listed.

In 2015, no one can escape the evil brainwashing of Jiangnan leather factory: "Zhejiang Wenzhou, Zhejiang Wenzhou, the largest leather factory, Jiangnan leather factory closed down!"

With this song, Wenzhou "went out of the circle" at one stroke, making the people of the whole country firmly remember the Wenzhou boss who took his sister-in-law and Tongtong's 20 pieces of Wenzhou genuine leather. It was also from this year that the story of selling leather with tears went hand in hand with Wenzhou.

Today, seven years later, "Jiangnan leather factory" is still the memory of Wenzhou. Recently, a large number of Wenzhou leather factory closed down owners "resurrected" in idle fish, these sellers take advantage of "Jiangnan leather factory closed down" old stem, start selling shoes business again.

In 2022, will buyers still be able to collect wool from Jiangnan leather factory? Can Wenzhou boss turn over salted fish on idle fish? The new stir fry of cold rice exposes the dilemma of Wenzhou leather shoes? Xincui talked with several owners who sold Wenzhou shoes on idle fish, and found out the business codes of these famous leather factories in the south of the Yangtze River.

　　 The owners of Wenzhou leather factory closed down are "Reviving" in idle fish

"Do you need it? It can be delivered today."

"Do you want it? Choose a color."

"Hello, boss, do you have the right style? The stock changes at any time."

Among them, most of the leather shoes sold in Jiangnan are from Wenzhou.

"Jiangnan leather factory closed down, the original price is 499, only the last 20 pairs!!" Click into a shop with the title of its own shoumai effect, you can see a Wenzhou leather shoes with the original price of 699 yuan and the current price of only 49 yuan.

According to the owner, the shoes are made by his own factory. The leather is cheap and comfortable. He emphasizes that "my father is wearing them too".

When asked whether the factory really closed down, the owner replied that it was actually a recent activity to clear the warehouse. Then the seller asked: "need? Today can be delivered", not long after, the seller again asked: "need? Choose a color."

In the name of promotion, more than one seller takes the idle fish as the clearance platform. "Physical stores, direct cooperation with manufacturers. I am in Guangzhou, spot in the warehouse." On the idle fish, the boss sells Wenzhou Aokang leather shoes at a low price for the reason of closing the entity store.

"What do you want, how much, and what is the price?" After carefully asking the buyer for the unit price, size and style of shoes, the seller will give a more detailed list of the stock.

As for whether the shoes are new and whether there is regular after-sale, the seller said frankly that the shoes are genuine but not new, because the new cost is at least twice as expensive. At the same time, there was no after-sales service for the buyout.

See the new pick did not reply, the seller in four days "warm prompt": "Hello boss, do you have the right style? Inventory changes at any time."

In the following interview, new pick found that Wenzhou shoes supply channels on idle fish are various, which can be summarized as follows:

Internal personnel related to Wenzhou OEM shoe factory sell OEM products and defective products.

With Wenzhou shoe factory direct cooperation shoe shop boss, online clearance agent brand shoes.

Due to the epidemic situation and other reasons, small and medium-sized factories that transfer foreign trade to domestic sales accept both batch orders and individual sales.

Two dealers wholesalers, their own multi-channel wholesale of all kinds of licensed, unlicensed shoes, both offline wholesale and online shop.

The reason why these Wenzhou shoe sellers use the idle fish as a sales platform is to target a large number of buyers with the idea of "picking up the cheap" gathered on the platform. In this way, it is more appropriate to arbitrarily clear the idle fish with the gimmick of "Jiangnan leather factory closing down".

However, careful buyers can not help wondering, how can Wenzhou shoes have such a chaotic source of purchase? How can a pair of shoes be so cheap to pick up?

Speaking of the shoe chain and sales mode in Wenzhou.

　　 Where did you collect Wenzhou leather shoes wool?

"I've been here for many years. I started selling shoes the year before last. I didn't expect to be able to sell them, and they gradually became more and more."

On the leisure fish, a seller who claims to be an employee of a shoe factory shows that it has been idle fish for 5.6 years and has a good reputation. Almost all of the 254 treasures are shoes from Wenzhou, including famous Wenzhou brands such as spider king, Aokang, Yierkang and desaltilon. According to myself, these shoes are OEM brands of the shoe factory where they work.

"It's normal for shoes to be OEM. Several delivery rooms of spider king are rented out, and one or two production lines are reserved. The others are OEM processing outside. The same is true for Aokang and red dragonfly. "The seller revealed that different from selling hangtag in Antarctica, these OEM shoes have their own quality inspection department, and the shoes can only be sold after passing the inspection. What they sell are more shoes and defective products.

As a matter of fact, Wenzhou's OEM shoe enterprises are very mature. Oubei, Yongjia and Shuangyu of Lucheng have respectively formed OEM bases for men's shoes and women's shoes. At present, many famous brand shoe enterprises in Wenzhou manufacture leather shoes through local enterprises, and even some brands close their own factories and manufacture all shoes on behalf of others.

In this way, it is not difficult to explain why the employees or relatives of the factory sell brand shoes at low prices on idle fish, and promise that: "I'm not afraid that the brand will come to look for it. What I sell is real.".

During the interview, xincui also found that some sellers came from certified products with "direct cooperation with the factory" and "original shoe boxes". Most of these sellers are agents of a certain brand.

In Wenzhou, many shoe enterprises have long established their own sales chain. In the early stage, most of them were self-employed. However, with the increasing cost of self-supporting, shoe enterprises have turned to agency mode.

These agents have half of the power to organize goods matching in the agency model. Take the shoe box as an example, the agent can use the shoe box not made by the same manufacturer as the shoe, or use the original shoe box. Although the agency model allows shoe enterprises to spend more money, it is difficult to avoid the situation of inconsistent goods matching with the transfer of the right to group goods. It is conceivable that the brand influence will also decline.

Another drawback of the agency model is that, If the agents place orders blindly, it is likely to lead to the fracture of the capital chain in the long run, and the brand manufacturers have to take back the shoes and sell them at a loss.

According to a person familiar with the matter, a pair of Paul gaiti men's shoes, which were sold at the original price of 798 yuan, were not long ago forced to recover all the shoes in the past two years due to this agency mode, and the blood loss was dealt with. "For shoes with a factory price of about 150, the processing price is 60 or 70, or even lower“

Brand makers broke their arms with tears, which made Wenzhou shoe buyers have wool to collect from idle fish. This is why some sellers said, As long as you find the right one, some things on the idle fish are still very good.

　　 "Wenzhou shoes" delayed

It has to be said that the song "Jiangnan leather factory" really fulfilled the dream of many street vendors who wanted to earn money every day. It seems that Jiangnan leather factory has become an inexhaustible "supplier" in people's mind.

But since then, Wenzhou leather and cheap painting on the equivalent.

"In the idle fish, if the buyer cuts dozens of them, it's too expensive, so I don't want to sell them." one seller complained in an interview that the average price of the shoes he was selling was about 50 yuan, most of them were good-looking shoes with broken sizes. Some brands were considered as miscellaneous brands, but in fact, Taobao stores sold hundreds of them.

Mingming, together with Guangzhou, Quanzhou and Chengdu, is known as China's four major shoe capitals. Why is Wenzhou shoes always hard to escape the label of low price, which makes people feel that they can arbitrarily haggle and collect wool?

"It's just as bad as live broadcasting", a seller of foreign trade shoes on idle fish told Xincai that the company was selling the idle fish conveniently, and there were shops on other platforms. Now, only live broadcasting was left without any attempt. Other sellers also said that they have shops in pinduoduo and wechat circle of friends, and idle fish is just an attempt to sell goods online.

While shouting "leather factory closed, low price sale", while suffering from low price for a long time, a large number of Wenzhou shoe owners began to actively save themselves from idle fish.

They know that the long-standing disadvantages lie in the lack of brand, old marketing methods and design. Compared with big brand shoe factories, Wenzhou has more factories related to shoe making, such as raw material processing plant, assembly plant and proofing factory. There are few brands in Wenzhou that can integrate these factories into one production chain, and few enterprises have the awareness of brand protection.

For many years, Wenzhou shoe enterprises have imitated each other in design and used low price as a competitive chip. The meager profit has restricted the high-quality development of enterprises and made the investment in brand aspect powerless.

As a result, Wenzhou shoes fall into a vicious circle of "difficult sales - opening up sales with low prices - no extra profits to make products and brands - and more difficult to sell".

In order to break this curse, Wenzhou traditional leather shoes industry is "changing blood" from head to toe. There are not only the "technical" level of design and marketing strategy, but also the intensive cultivation based on the digital construction at the bottom of the enterprise.

Taking Aokang as an example, in the first quarter of 2021, Aokang invested 9.31 million yuan in R & D, an increase of 12% compared with the same period last year. In the process of R & D, Aokang has applied for 166 kinds of shoes. At the same time, the design is more young, stepping on the east wind of the national trend, enter the Palace Museum to release the joint brand shoes of "fashion master" with the theme of "mountain, sea and auspicious beast", which has narrowed the distance between the brand and young consumers.

In terms of operation, a more brilliant point is to use digital means to create private traffic, cultivate customer loyalty to the brand, and improve retail data.

Red Dragonfly cooperated with Alibaba in 2018 to complete the transformation of smart stores of thousands of offline self operated and jointly operated stores, and accumulated 5.06 million offline member data in one year. In June 2019, red dragonfly's private domain users have reached nearly 10 million levels. With the help of private domain community and operation means, it has sold more than 10000 cards and coupons in 2021, with a sales performance of more than 5 million yuan.

　　 Instead of relying solely on offline agents, channels embrace online e-commerce. It is known that Aokang Group has initially formed a new retail format of localized "offline experience store + Mobile App + wechat + intelligent logistics", and gradually recovered to the "pre epidemic" sales performance with the help of the new marketing channel of live e-commerce.

Kangnai Group also made a big move in 2021 -- cooperated with Shuo Yin to establish a shoe and footwear live broadcasting base -- Wenzhou shuoyin e-commerce live broadcasting base. After less than one year of trial operation, the total monthly commodity trade volume has reached 160 million yuan.

One of the ways that Wenzhou's boss began to sell leather goods was to sell fish in the net.

Zhihu's question of "do young people still wear leather shoes now" reveals the root of Wenzhou's shoe dilemma.

In the face of the crush of high-end shoes in Guangzhou and the catching up of Quanzhou sports shoes, Wenzhou leather shoes are indeed somewhat eclipsed. However, as the birthplace of China's shoe leather industry, Wenzhou, which has won numerous industry firsts and has many well-known brands, should never have only "Jiangnan leather factory" as a memory point.

Nowadays, some shoes in Wenzhou have become "more expensive" and strive to move forward from domestic shoes to world shoes. It's just that the longest road in the world is to change the way buyers perceive the brand.

It is hoped that in time, when Wenzhou leather shoes reappear, the sellers will no longer be "looking forward to being collected", and the buyers will focus on "identified" rather than "knife".