Wang Jiwan: Making The Brand Of Everyone's Needs With The Belief And Strength Of Life.

30 years ago, many people despised the Wenzhou people who repaired shoes and opened their eyeglasses on the road. Their products and services were neither respectable nor competitive. 30 years later, we look for the original shoemaker and the little boss of the spectacle shop. They have "disappeared", and now some of them have become. footwear industry The chairman of the group and the big tycoons of the glasses group were also ruthlessly eliminated by years and markets.

Recently, I saw Sun Zhenyao's life advice from former HP vice president of the world, one of which touches me very much: I dare not say that you have a choice of all things, but most of you have a choice, but you often do not regard it as an option. Take every choice seriously and have a better future. Think of your family shoemaking workshop 25 years ago, and remember that nearly 4000 employees are serving the feet of the people. I am deeply grateful to Sun Zhenyao for his tears and tears. Yes, when you take your choice seriously and devote your life to it, life has a different meaning. Your life is full of value that others need.

Kenichi Ohmae is one of the most respected strategist. His experience and business wisdom often make me think deeply. The first thing Kenichi Ohmae gave to those who wanted to become experts was not professional knowledge and skills, nor a means or skill to earn a living, but a pledge to face God. Kenichi Ohmae's expert concept, which is cited as a model, is the "Hippocratic oath" widely known in medical circles. This oath is not long. There are many versions. The versions cited by Kenichi Ohmae are as follows: 1. allow me to practise medicine, and I will pursue humanitarianism all my life. 2. show your respect and gratitude to your teacher. 3. conscientious and dignified in the process of practicing medicine. 4. take patient's health and life as the first priority. 5., keep secrets strictly for patients. 6. maintain the reputation and precious tradition of the medical profession. 7. treat coworkers as brothers; do not treat them differently because of their race, religion, nationality and social status. 8. from the beginning of pregnancy, we regard human life as supreme. 9. no matter what kind of pressure it is, it will not violate humanitarianism when applying one's knowledge. Why is it that Nike has not done enough in the world? It is not enough professionalism, nor is it enough talent, nor is it enough for mechanical equipment and marketing channels. I think it is not enough for professional innovation and continuous communication with the market. Many of us still lack a deeper level of exploration and exploration of business authenticity and customer needs.

Today's society has long been an "expert era", so long as we work hard, everyone can become an expert. As Kenichi Ohmae said, the word "expert" is more of a symbol. It is a booster that inspires everyone to move forward to a higher level, not just a professional rule. If you think that university education and degree training can bring up experts, this is just like looking for fish. The same is true for shoes. Shoe Market I have been walking for 25 years, and I am more and more aware of how great and proud I am to be a shoemaker and brand that everyone needs for a lifetime. What the world lacks is a shoe expert who can be regarded as a focus on sustainability. "Only to regard experts as white-collar workers who master professional knowledge and skills has stained the title of expert." Kenichi Ohmae warned us that the so-called financiers who manipulate Wall Street, the so-called lawyers who distort the facts, the so-called entrepreneurs who cheat customers, and the so-called accountants who make false accounts, though they have all received strict university education, have excellent professional knowledge, and even have great skills over the ordinary people, but they lack the basic qualities of experts and are not worthy of the title of "experts".

From the footwear industry itself and enterprises Management From the point of view, if you want to become an expert in shoe industry all over the world, the first question is whether you can truly be customer oriented, just as the Hippocratic Oath requires doctors to be patient first, as Nike wakes up new market demands. First class brand is not for their own profit, nor is it to establish the supremacy of the company's faith, but to identify, find their customers, swear to contribute to them, dedicate their lives. The shoe industry expert in my mind should not only be a useful person to the company, but a useful person to the customer, which requires experts to have the ability to provide services. Instead of taking self satisfaction as the criterion, we must constantly strive to constantly challenge the old self, and use our curiosity and suspicion to push forward reform to create value for our society and customers.

At present, the financial crisis has aggravated the transformation of China's footwear industry. In the past, shoe manufacturers relied on demographic dividend resources, natural resources and environmental resources, and simply pursued profit returns, ignoring the extensive development of system capability. The new international and domestic market economy forces us to change the traditional business model and build a new growth model of value enterprises. The market is also calling for the emergence of a real shoe expert brand.

China is the largest shoe producing country and exporter in the world. In recent years, China has produced over 10 billion pairs of shoes each year, accounting for more than 60% of the total global shoe making. It is the largest footwear manufacturing base in the world and the largest footwear exporter in the world. In 2006, China's footwear exports amounted to 7 billion 650 million pairs, with a total export value of US $21 billion 810 million, and exports accounted for more than 53% of the world's total exports.

The results are brilliant, but we are not relaxed. Our export unit price is still very low (in 2006, 2.85 US dollars / double). The label of China's "cheap manufacturing" in the eyes of foreigners has not been removed. The future of China's footwear industry is still full of frustrations. We can't always look out of the eyes and stare at the exit. We must also take a look at our own home. The competition of foreign shoe brands to the Chinese market has shown a new trend. On the one hand, they are looking for more professional shoe factories to do foundries; on the other hand, they begin to rely on export brands to seize the middle and low end market; moreover, under the financial crisis, the localization strategy of the shoe industry and the foreign brand have already become familiar with the road, especially under the promotion of capital strength, the brand of shoes, the merger and acquisition, share participation and reorganization of enterprises have begun to frequent. Even so, I am still confident to tell myself and employees that the slower the market demand, the more intense competition in the market, and the more excellent players are gathered, the more expert products and professional brands will be. There is no way to continue the foundry industry. Blindly pursuing the quantity of exports depends solely on tax rebate. There is no way out. China itself is the largest market. We must face up to this.

Some people say that China's shoe industry is lacking in expert factory, expert product and expert brand. Therefore, I hope that the Chinese footwear industry will respond and insist:

1., we should make good shoes, create good cards, and meet the needs of human beings with technological progress and life-long service.

2. show respect and gratitude to all customers.

3. in the course of life and career management, we must always abide by conscience, responsibility and dignity.

4. always take customer's "foot health and comfort" as the first priority.

5. honest management, no vicious competition, no sacrifice of environmental resources, resolutely safeguard the reputation of China's footwear industry, strive to improve product quality and make progress towards excellence in China.

6. no matter what kind of pressure it is, no matter how changeable the market is, with a lifetime of faith and strength, we should make a responsible brand of shoes that everyone needs.

This is our common choice and the only choice.