The OEM Is Controlled By Others. The Development Of Independent Brand System And Shoe Industry Must Create Brand.

07, 19, " Footwear industry in Wenling If not Brand management It will be eliminated in less than 5 years. " Zhu Fude, a 70 shoe trader, has an amazing voice.

In Wenling, there are as many as more than 6000 shoemaking companies, but few have their own brands. Most shoe companies are going through the middle and low end of the cheap product line, with a profit of only about 2% for each pair of shoes, and some products are not even profitable. This is a far cry from the high profits of brand shoes.

"Brand promotion is the only way to develop shoes industry!" Zhu Fude firmly believes this. He said that only by improving the added value of products and starting the brand can we remain invincible in the future competition.

"Shoe sales notes" record market pulsation

Zhu Fude's way to shoemaking was by accident. After graduating from high school, he started the business of plastic particles, which resulted in customers losing their money and paying their debts with their shoes. So he began selling shoes in Shijiazhuang. From the warm shoes, gradually turned to the sale of children's shoes.

Unlike other shoemaker, Zhu Fude is a conscientious person. He has to remember one or two shoe sales notes every year and has accumulated six or seven books so far. What is the temperature, what shoes to sell, when to sell shoes, when to sandals... Each item is carefully done and repeated. These detailed marketing data accurately record the law of market demand and become a valuable asset for Zhu Fude's shoe factory in the future.

In 1999, Zhu Fude felt that the children's shoes on the market were not beautiful enough, and decided to do it himself. A shoe factory 。 At this time, the footwear industry in Wenling is on the rise, the industrial cluster is basically completed, and the supporting industry chain is relatively sound. With years of hard work in the market, Zhu Fude shot the quasi market pulse and produced children's shoes.

Two years later, Zhu Fude bought 8 mu of land in Wenling, and the size of the shoe factory is expanding.

Quality improvement is the key to spanformation

"We need to fashion "There's a strong sensitivity to fashion," Zhu Fude pointed to the decorating decorations of reporters. "This year, bright decorations like this are very popular not only on clothes, but also on shoes."

As early as a few years ago, the company established a technology center with a high salary to hire designers, and shoes were constantly being introduced. Five hundred or six hundred shoes were designed each year, and 300 of them were put on the market.

In order to improve the quality, Zhu Fude used 500 yuan per cylinder of glue instead of 250 yuan of glue, the reason is environmental protection and benzene free. The low stripped material is abandoned, and the cost of the material is doubled per meter. "The sole of our shoes now is good with the bottom of the beef tendon, which is no worse than the shoes of Fujian and Wenzhou."

The OEM is controlled by others, and its own brand makes people.

"Before I processed it for a brand factory, and I sold him a pair of shoes for 17 yuan. He posted his brand and sold it for more than 30 yuan, twice the price." OEM and independent brand made Zhu Fude see the competitiveness of enterprises.

Not long ago, Zhu Fude conducted a comprehensive survey of the footwear industry in Wenzhou and Fujian. "Some shoe companies in Fujian, like" ABC "," Anta The "POOVE" was almost the same size as we did before, and now it is ahead of us. It has even started warming up before the listing. Why? Because they understand brand operation. "

In Wenling, Children's shoes Sales account for 30% of the shoe industry share. Fordelon shoes industry entered the market of children's shoes earlier in Wenling shoe enterprises, and began to focus on local sales and gradually moved towards the domestic market. In the fifth year of running the factory, the products have been exported to Spain, Russia, Ukraine, Holland and other countries, and sales are rising steadily.

On the occasion of the boom in production and marketing, Zhu Fude made preparations for the whole image of the company, invited the child star to endorse, and made the advertising brochure. These things started in the second half of last year, and now we have opened 7 stores in the country, and products are in short supply. Last year, sixty thousand or seventy thousand pairs of shoes that were unsalable because of the financial crisis were sold out in the first half of this year.

For the future, Zhu Fude dreamed of the day when the company went public.