A Jungle Survival Rule For A Typical Shoe Manufacturer In Jinjiang

In 1989, Yuan Wenxin, chairman of Zhejiang Bi Ke sporting goods Co., Ltd. started his own business in two private houses.

The way of production.

"At that time, the production status is now typical of Chr (34) low, small, scattered Chr (34), small underground boss."

Yuan Wen said.

Of course, without the old houses, they were not in Wenling now.

It is one of the top 100 sports.

Although many places have been changed to expand the scale of production, Yuan Wenxin's factory has been in the public house for nearly 20 years.

Until 2008, enough of the inconvenience of housing production and the low competitiveness of "low, small and scattered", Yuan Wenxin got 10 mu of industrial land in the Chengbei street of Wenling, built a standard workshop, opened up the road of upgrading, and grew from a small boss to an entrepreneur of the industry.

No pformation, only upgrading.

"

It is a traditional industry, but traditional industries are not necessarily backward industries.

Since we are not backward, we should not abandon the industry.

If you want me to do real estate and finance, I can't do it.

Most of Wenling

The boss is also like me, so the pformation of the shoe industry in Wenling is very difficult. Everyone is making shoes, and they can only make shoes. Only upgrading is the way out for the footwear industry in Wenling.

Before 2008, Yuan Wenxin's greatest feeling was that no brand product price could not be sold, and a pair of shoes could only be sold for 20 yuan.

"Raising prices can only be shaped."

"

Yuan Wenxin thought that only by achieving safe production would employees be able to work at ease and produce high quality products.

In order to ensure safety in production, Bi Ke sports consciously lowered the production volume, put the basic production safety measures and fire control measures in place, and carried out publicity and training on safety knowledge for employees, and worked out safety regulations for the company.

Yuan Wenxin's initiatives to promote safety in production have been puzzled and even ridiculed by employees.

Therefore, in daily operation, it is often used for sports announcements in the company.

Once other manufacturers have a fire, Yuan Wenxin will surely organize management cadres to the scene of the fire, so that employees can take warning.

With more than one case and a long time, the views on safety in production gradually disappear.

In addition, Yuan Wenxin introduced the lean production mode in Japan to adjust the production line.

According to statistics, lean production has greatly improved the production efficiency of Bi Ke sports, from 1 to 2 months before the completion of the production. After the introduction, it only takes 1 to 2 weeks, which also greatly reduces the turnover capital occupied by the company.

Yuan Wenxin also asked employees for their mental outlook, asking them to dress neatly regardless of work or rest.

"The employees of Bi Ke sports must maintain a clean appearance, enhance the image of the company, and create a cohesive force and a sense of pride among the employees."

Yuan Wenxin also tried every means to provide employees with a good life and working environment, set up KTV, library and activity room, enrich staff's spare time life, and install air conditioning for dormitories.

All he did was to expect employees to become a family and to serve the business in a safe way.

Selling from $40 to $400

Beginning in 2010, Bi Ke sports became the OEM of BELLE footwear, a domestic shoe giant, and learned the management knowledge of R & D and production in the process of OEM production.

The shoes with 40 yuan of their factory price, which are labeled with BELLE international, will be able to sell 400 yuan in the shopping mall. Yuan Wenxin is greatly stimulated.

"10 times the price difference let me iron core to make the brand."

He likened a brand less company to "no culture, no way to go."

The first step in the development of the brand is to develop new products, and to win agents for them is also high-quality and innovative products.

Bi Ke sports and China leather shoes Association have established the Bi Ke Industrial Research Institute, specializing in the development of new products.

"My three R & D teams are in Fujian, Guangdong and Wenling."

Yuan Wen said that Guangdong and Fujian are the best places for shoe industry in China. "The R & D team is very keen, what the market needs, what is popular this year, and where the products are defective. This information is passed to the factory for the first time by the R & D team in the first place, which will identify the market positioning of the product."

Bi Ke sports has also made 12 invention patents, such as children's shoes implanted with GPS modules.

"The child has lost, find Bi Ke", this advertisement language grasped the parents' psychology very well.

"Maybe the children will listen to stories later, and they can also find them."

Yuan Wenxin believes that there is no limit to product innovation, and cross border integration with new technologies is crucial.

At present, Bi Ke sports already has chick sports children's shoes, big diamond men's shoes, wands, Princess fashion girl shoes and so on.

After starting business in 2012, Bi Ke sports has attracted more than 30 agents in 20 provinces and autonomous regions, with 20 to 30 sales terminals under each agency.

Yuan Wenxin is also trying to channel e-commerce.

Sales terminal inventory information is synchronized to the headquarters of Bi Ke sports. "We will put the inventory merchandise of dealers on Tmall and other online channels. After sale, the goods will be shipped by the nearest distributor, which will help dealers clean up inventory."

Policy guidance is the key.

In Yuan Wenxin's view, enterprises are profit driven. Without certain guidance, enterprises without self-discipline are easy to develop. "When I bought land and built standard factories, I was the result of government guidance."

The government should guide enterprises to the right marketing and development mode, no government and no enterprise; the direction of development of enterprises should follow the government and policies; the government will not set up the stage, and enterprises will not be able to sing the opera.

Zhejiang Province vigorously promote the "machine replacement" in the sport has become a key project.

"A previous production line needs more than 70 employees. After replacing the advanced machine, the mature work is taken over by the machine. A production line needs only 7 workers."

Yuan Wenxin said.

There are 6 production lines in Bi Ke sports. One of the production lines will be replaced by machines to complete most of the mature links.

After that, the "machine substitution" of other production lines will be promoted.

Benefit from the accumulation of peacetime, the "1. 14" fire did not cause much impact on the production of Bi Ke sports, and soon resumed production through the investigation of hidden dangers.

But Yuan Wenxin is also reflecting on why the fire that took place during the day consumed 16 lives.

"All enterprises in Wenling need to reflect, because most of the safety measures are not well done, and the owners and employees lack safety awareness.

Chr (34) 1. 14chr (34) fire forced enterprises to reflect on this problem.

Now the government has promulgated specific policies, and enterprises should upgrade their policies.

"The neighboring Wenzhou people will hold together, like to hold together, but Wenling people are different in character. Everyone wants to be the boss, smart and self-sufficient."

Yuan Wenxin is very worried that this business style will form a huge number of "low, small and scattered" enterprises, "low price and low quality competition crowding out talents, seriously hurt the regional brand influence of Wenling footwear industry; the incorporation of Chr (34) low, small and scattered Chr (34) enterprises into large enterprises will be better in the shareholding system, which requires policy guidance."

Why is Jinjiang so cattle?

In the early 80s of last century, Jinjiang footwear industry, which was famous for its synthetic leather shoes and plastic sandals, was mainly composed of family workshops, with extensive production and operation modes and low market efficiency.

Today, Jinjiang has become an important base for shoemaking and the production base of world tourism sports shoes. There are more than 3000 footwear manufacturers, with more than 380 thousand employees. The annual output of shoes is 950 million pairs. Sports shoes and tourist shoes account for 40% of the total output of the country and 20% of the world's total output. On average, every 12 people in the world own a pair of Jinjiang shoes.

Nissan has nearly a million pairs of shoes of all kinds of men's and women's fashion shoes, boots, outdoor leisure shoes, sports shoes and working shoes. It accounts for nearly 1/5 of the world's sports shoes and tourism shoes and ranks among the five largest shoemaking bases in the country. Its products are exported to Europe, America, Asia and the Middle East.

Industrial chain advantage

The advantage of Jinjiang footwear industry lies in the industrial chain gathered over the past 20 years.

Brand has become the "golden signboard" for Jinjiang shoe enterprises to cope with difficulties and tackle tough problems.

Jinjiang shoe enterprises have 19 Chinese well-known trademarks, 8 famous brand products and 36 national inspection free products. The "national brand" brand accounts for more than half of the national sports shoes industry, such as Anta, XTEP, and 360 degrees.

Relying on personalized and differentiated positioning, Jinjiang shoe enterprises take the initiative to adapt to the market, expand brand influence, and realize the rapid upgrading of brand value.

Brand path

Looking back on the way to build the brand capital of Jinjiang, it is easy to find that many enterprises have discovered the brand value of sports in sports by their keen sense of smell at the beginning of brand awakening.

Anta is the first enterprise to invite crabs to speak for celebrities. It is Kong Linghui, the table tennis player.

In the process of conscious and spontaneous enterprise, the Jinjiang municipal government timely issued guidance policies to promote enterprises to create brand.

Subsequently, the "star + advertising" licensing mode in Jinjiang thrived.

After the accumulation of brand building sports, a large number of sporting goods enterprises stand out.

Listing for capital growth

Jinjiang is making full efforts to build the "Jinjiang plate" of the capital market, and also creates capital advantages for building sports cities.

At present, there are 13 listed companies in Jinjiang.

Shoemaking has always been considered as a simple processing with low added value.

Raising the gold content of shoes is an urgent problem for shoemaking industry.

In the production of sports shoes in Jinjiang, more and more attention has been paid to improving the technological content of shoes.

With more than 100 R & D technicians and dozens of senior and senior engineers, Xi De Long has received more than 20 patents for its new products so far. According to the different foot types of each person, it has made different shoes. Allis has developed nano antibacterial sports shoes.

This shows that R & D has been playing an increasingly important role in Jinjiang shoe enterprises, which has laid a solid foundation for Jinjiang shoe industry to create international brands.

Policy support advantages

The footwear industry in Jinjiang can get such rapid development, which is closely related to the strong support of the Jinjiang government.

In 2006, Jinjiang built a "Chinese shoe city" with an area of 192 mu, a total construction area of 190 thousand square meters, and a standard storefront of 2162.

In order to promote the healthy development of Jinjiang footwear industry, the Jinjiang government has issued a series of preferential policies to support the development of Chen Dai shoe material market.

The concrete measure is that the government of Jinjiang arranges funds to rent the idle stores in the shoe industry, and then rent it at a low price.