Selling only 60 pairs of shoes a month, and selling more than 10,000 pairs each month, Yin Jiqi and his team spent 8 years.
“The transformation of the factory into its own brand is a very difficult process. It must be patient.†Yin Jiqi, chairman of Qisheng Shoes Co., Ltd. (hereinafter referred to as “Qisheng Footwearâ€) recently said that he must go through a During the long running-in period, the expansion channel burned a few years of money, and it did not start to improve until the last two or three years, and it gradually became profitable.
Especially after the outbreak of the global financial crisis, more and more generations of factories are interested in transforming domestic brands, but few companies can really set up and operate their brands.
The industry popular saying goes that 100 factories have turned to brands, and perhaps only one can succeed. The reason is that malls have high barriers to entry, high operating costs, and difficulties in integration of domestic and foreign sales.
The difficulty of domestic sales Yin Jiqi founded Qisheng Footwear in 1998. At the beginning, 100% foundry orders. At a time when the processing trade was in its midst, orders were overwhelming.
He was very aware of the crisis. He soon realized that if labor goes up year by year, the labor cost advantage in the Pearl River Delta will be gradually lost. Only by accepting orders from other brands for shoes, profits will surely become thinner, and there will be no development prospects. , so he began to seek other development approaches.
After several years of OEM production, Yin Jiqi has accumulated a certain amount of money and intends to use the money to create a high-end brand of his own, not just for CK and other international brands.
However, to build a brand from scratch, he still does not know when he can enter the threshold of high-end shopping malls, so he thinks of the “brand building†model.
In 2002, Yin Jiqi acquired the Dibao Achio brand of the world shoemaking Italy. In Europe, there are many brands like “Dibao Achioâ€, named after famous local shoemakers. Although there is a certain reputation in the local area, it is difficult to achieve economies of scale because of many factors such as labor costs and markets.
“European shoes are slender and obviously different from the ones worn by the Chinese. We basically did not use the original design R&D team of Dibao Ajio, but instead focused on our R&D design.†Yin Jiqi's reasons for doing so And the goals are very clear, because in the domestic market, Chinese shoe companies are more familiar with the local consumption habits. Buyout brands are largely to get tickets to domestic high-end shopping malls.
Qi Sheng entered the high-end shopping mall with his wish, but difficulties followed, which exceeded Yin Jiqi's expectations. At the beginning, it was arranged by the mall as the last counter. The location is not good, the product price is high, coupled with the lack of visibility in the country, the operating experience and confidence are also insufficient. In the first month, only 60 pairs of shoes were sold, far from reaching high prices. Shop rent.
In comparison, domestic brands sell too little because of too little production, and OEM orders are often sent out in containers. For a long period of time, the domestic sales of Qisheng footwear industry are in a state of deficit. Basically, the “holes†filled by the foundry are used to fill this “hole†and “to take a long-term view and adapt to the need process.†In the process of burning money, Yin Jiqi often encouraged himself. Some companies are retreating halfway.
Find "eyebrows"
Making a factory and making a brand is entirely a matter of two different modes of operation. When a factory's enterprise is transferred to a domestic brand, there is often a common problem that is to maintain the operating mode of the factory. Too much emphasis on the product, 90% of the energy is still on the product. on. From the purchase of raw materials to the shipment of products, Qisheng Footwear strives to improve every aspect of footwear and every process. Leather and shoemaking machines are imported from Italy. At the same time, Qisheng Shoes also has its own laboratory. Each new product has to pass 50,000 times, six consecutive hours and a half hours of bending, and more than 10 testing procedures such as tension, wear, and blasting.
However, to create a self-owned brand, these are far from enough. After several years of struggle in the domestic market, Yin Jiqi gradually explored the difference between being a factory and making a brand. In the case of foreign sales, the basic principle is customer-oriented, according to the requirements of customers, to provide quality assurance, efficient delivery services can be, while domestic brands are self-led, the procedure is obviously more complex and more demanding .
He began to find some feelings. He found that he was weak in marketing, packaging, and planning and promotion. He lacked consciousness and talent in this area. Therefore, he began to exert force in these areas and found more suitable for domestic consumers in terms of design, promotion, etc. Taste. At the same time, it accelerated the pace of opening stores, opened more than 100 stores in the primary market of the primary market and capital city of the provincial capital, and seized the high-end brand market for men's shoes.
2008 was a turning point for Yin Jiqi. The Beijing Organizing Committee for the Olympic Games issued an order for 2000 pairs of shoes for Qisheng Shoes. Qisheng Shoes will produce shoes for the Chinese delegation and officials of the Chinese Olympic Organizing Committee at the opening ceremony of the Beijing Olympic Games. This greatly enhances the brand awareness of the company.
In the same year, the global outbreak of the financial crisis, Yin Jiqi many foreign OEM factory shoe manufacturers closed down due to shrinking international orders. From this year on, he is more determined to take the route of his own brand, and he is glad that he took a step forward.
This year, labor costs and raw material prices have risen sharply, and labor-intensive production companies have generally been affected. Qisheng footwear industry is no exception. The scale of factory production has been reduced. The number of workers has been reduced from more than 2,500 to more than 1,500.
“In this part of the domestic sales brand, due to grasping the pricing power, we can increase the cost by digesting the price increase. The basic unit price for some shoes rose from 1,500 yuan to around 1,800 yuan. However, we spent 8 years in the Qisheng footwear industry. Only 25% of the products on the production line are self-owned brand products, and 75% are branded.†Yin Jiqi said frankly that there are still many areas for further integration in expanding domestic sales. As the brand positioning as a high-end brand, relying on the market's carrier is relatively limited, and he does not plan to accelerate the second and third level market, and continue to quickly open the store will encounter some problems.
In this regard, Yin Jiqi has another set of development plans for her and has adopted a strategy of enriching product categories. In the past year or two, the products of the self-owned brands have been expanded from men's shoes to women's shoes. In the shoe product market, the consumption of women's shoes is three times that of men's. Although the women's shoes market is highly competitive, there is still room for high-end women's shoes. In addition, the acquisition of new brands to expand market share is also a move.
“The transformation of the factory into its own brand is a very difficult process. It must be patient.†Yin Jiqi, chairman of Qisheng Shoes Co., Ltd. (hereinafter referred to as “Qisheng Footwearâ€) recently said that he must go through a During the long running-in period, the expansion channel burned a few years of money, and it did not start to improve until the last two or three years, and it gradually became profitable.
Especially after the outbreak of the global financial crisis, more and more generations of factories are interested in transforming domestic brands, but few companies can really set up and operate their brands.
The industry popular saying goes that 100 factories have turned to brands, and perhaps only one can succeed. The reason is that malls have high barriers to entry, high operating costs, and difficulties in integration of domestic and foreign sales.
The difficulty of domestic sales Yin Jiqi founded Qisheng Footwear in 1998. At the beginning, 100% foundry orders. At a time when the processing trade was in its midst, orders were overwhelming.
He was very aware of the crisis. He soon realized that if labor goes up year by year, the labor cost advantage in the Pearl River Delta will be gradually lost. Only by accepting orders from other brands for shoes, profits will surely become thinner, and there will be no development prospects. , so he began to seek other development approaches.
After several years of OEM production, Yin Jiqi has accumulated a certain amount of money and intends to use the money to create a high-end brand of his own, not just for CK and other international brands.
However, to build a brand from scratch, he still does not know when he can enter the threshold of high-end shopping malls, so he thinks of the “brand building†model.
In 2002, Yin Jiqi acquired the Dibao Achio brand of the world shoemaking Italy. In Europe, there are many brands like “Dibao Achioâ€, named after famous local shoemakers. Although there is a certain reputation in the local area, it is difficult to achieve economies of scale because of many factors such as labor costs and markets.
“European shoes are slender and obviously different from the ones worn by the Chinese. We basically did not use the original design R&D team of Dibao Ajio, but instead focused on our R&D design.†Yin Jiqi's reasons for doing so And the goals are very clear, because in the domestic market, Chinese shoe companies are more familiar with the local consumption habits. Buyout brands are largely to get tickets to domestic high-end shopping malls.
Qi Sheng entered the high-end shopping mall with his wish, but difficulties followed, which exceeded Yin Jiqi's expectations. At the beginning, it was arranged by the mall as the last counter. The location is not good, the product price is high, coupled with the lack of visibility in the country, the operating experience and confidence are also insufficient. In the first month, only 60 pairs of shoes were sold, far from reaching high prices. Shop rent.
In comparison, domestic brands sell too little because of too little production, and OEM orders are often sent out in containers. For a long period of time, the domestic sales of Qisheng footwear industry are in a state of deficit. Basically, the “holes†filled by the foundry are used to fill this “hole†and “to take a long-term view and adapt to the need process.†In the process of burning money, Yin Jiqi often encouraged himself. Some companies are retreating halfway.
Find "eyebrows"
Making a factory and making a brand is entirely a matter of two different modes of operation. When a factory's enterprise is transferred to a domestic brand, there is often a common problem that is to maintain the operating mode of the factory. Too much emphasis on the product, 90% of the energy is still on the product. on. From the purchase of raw materials to the shipment of products, Qisheng Footwear strives to improve every aspect of footwear and every process. Leather and shoemaking machines are imported from Italy. At the same time, Qisheng Shoes also has its own laboratory. Each new product has to pass 50,000 times, six consecutive hours and a half hours of bending, and more than 10 testing procedures such as tension, wear, and blasting.
However, to create a self-owned brand, these are far from enough. After several years of struggle in the domestic market, Yin Jiqi gradually explored the difference between being a factory and making a brand. In the case of foreign sales, the basic principle is customer-oriented, according to the requirements of customers, to provide quality assurance, efficient delivery services can be, while domestic brands are self-led, the procedure is obviously more complex and more demanding .
He began to find some feelings. He found that he was weak in marketing, packaging, and planning and promotion. He lacked consciousness and talent in this area. Therefore, he began to exert force in these areas and found more suitable for domestic consumers in terms of design, promotion, etc. Taste. At the same time, it accelerated the pace of opening stores, opened more than 100 stores in the primary market of the primary market and capital city of the provincial capital, and seized the high-end brand market for men's shoes.
2008 was a turning point for Yin Jiqi. The Beijing Organizing Committee for the Olympic Games issued an order for 2000 pairs of shoes for Qisheng Shoes. Qisheng Shoes will produce shoes for the Chinese delegation and officials of the Chinese Olympic Organizing Committee at the opening ceremony of the Beijing Olympic Games. This greatly enhances the brand awareness of the company.
In the same year, the global outbreak of the financial crisis, Yin Jiqi many foreign OEM factory shoe manufacturers closed down due to shrinking international orders. From this year on, he is more determined to take the route of his own brand, and he is glad that he took a step forward.
This year, labor costs and raw material prices have risen sharply, and labor-intensive production companies have generally been affected. Qisheng footwear industry is no exception. The scale of factory production has been reduced. The number of workers has been reduced from more than 2,500 to more than 1,500.
“In this part of the domestic sales brand, due to grasping the pricing power, we can increase the cost by digesting the price increase. The basic unit price for some shoes rose from 1,500 yuan to around 1,800 yuan. However, we spent 8 years in the Qisheng footwear industry. Only 25% of the products on the production line are self-owned brand products, and 75% are branded.†Yin Jiqi said frankly that there are still many areas for further integration in expanding domestic sales. As the brand positioning as a high-end brand, relying on the market's carrier is relatively limited, and he does not plan to accelerate the second and third level market, and continue to quickly open the store will encounter some problems.
In this regard, Yin Jiqi has another set of development plans for her and has adopted a strategy of enriching product categories. In the past year or two, the products of the self-owned brands have been expanded from men's shoes to women's shoes. In the shoe product market, the consumption of women's shoes is three times that of men's. Although the women's shoes market is highly competitive, there is still room for high-end women's shoes. In addition, the acquisition of new brands to expand market share is also a move.
Virgin Remy Russian Micro Ring Hair Extensions, Micro Ring Hair Extensionsm, Hair Extensions, 20 Inch Malaysian Micro Bead Human Hair Extensions
Lace Wigs,Jewish Wigs Co., Ltd. , http://www.enchantlacewig.com