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Jin Shoe Enterprises "Foot Down" To Break Through The Traditional Mode And Take The Brand Line.

2008/10/28 0:00:00 123

在晋江，布鞋的产生早于运动鞋，然而经过几十年的发展，并没有形成具有行业标志性的品牌。众多涉水布鞋行业的企业因市场的不断变化而纷纷没落。但晋江远通鞋业凭借着对布鞋行业的执着和独特的品牌经营之道，在布鞋行业中走出一条独具特色的品牌之路。

坚持就是胜利

二十世纪九十年代初，远通鞋业有限公司成立，主要生产布鞋，以国外市场为主。1999年，远通鞋业将市场转向国内并创立了“足下登”品牌，致力打造中国布鞋第一品牌。

20世纪90年代，布鞋占据着大部分鞋业市场份额，解放、双星、飞跃等都是大家耳熟能详的布鞋品牌。20世纪末21世纪初，随着运动鞋的兴起，布鞋的市场慢慢缩减。虽然如此，足下登并没有因运动鞋市场的兴旺而退缩或转型。2001—2003年，远通鞋业凭借其精湛的工艺为知名鞋企代工生产。

但从2004年起，足下登放弃代工，专心于产品的研发和自有品牌形象的提升。“远通鞋业自创办以来一直专注于布鞋领域。因此，不管市场如何变化，作为专业的布鞋生产制造商，我们将一直坚持对布鞋的研发和生产。”远通鞋业有限公司总经理李华伟说。经过十几年的风风雨雨，证明足下登的不懈坚持造就了今天在布鞋行业不可代替的地位。

得民心者得市场

纵观历史，唐太宗李世民因得民心而铸造了大唐盛世；中国共产党也因广得民心，以小米加步枪战胜了国民党的洋枪大炮。正所谓“得民心者得天下” 。

同样，足下登以“得民心”在布鞋市场占有举足轻重的地位。也许会有人疑惑，得民心何以得市场？让我们来看看足下登是如何用民心赢得市场。

李华伟眼中的“民心”指的是员工的忠诚、代理商的支持、消费者的信赖。据他介绍，在远通鞋业工龄达到20年的老员工比比皆是，今年年初困扰众多企业的招工难现象也没有出现在远通鞋业。

“员工是产品的第一消费者。产品是由员工生产出来的，因此第一个见到产品的不是代理商，不是消费者而是生产者。倘若员工对自己所生产的产品不满意，就更不用说代理商和消费者了。

而要想员工尽心尽力为企业生产合格的产品就必须增强员工对企业对品牌的忠诚度。”也正是因为远通鞋业对员工无微不至的关怀和体恤，造就了远通向心力极强的团队。

产品得到保证后自然会得到代理商的支持和消费者的信赖。而代理商的支持对足下登渠道建设起到了举足轻重的作用，渠道的稳固也在无形中确保了市场的稳固。另一方面上，消费者对品质的信赖扩大了足下登品牌的认可度，使足下登在国内布鞋市场中占有稳定的市场份额

Non Jinjiang mode of Jinjiang Enterprises

Li Huawei is a native of Jinjiang and has chosen a non Jinjiang mode in terms of enterprise operation and brand promotion.

Since its establishment, Li Huawei has not only invited celebrity endorsements to expand brand awareness, but also has been cautious about outdoor advertisements and TV media advertisements.

Without hype, how did Ashikagashita To brand become a shining star in the shoe industry?

"Products, we have been using products to conquer consumers and start branding."

Li Huawei's strategy of conquering the market with his products made us have to explore the magic power of products.

According to Li Huawei, in 2001, Ashikagashita To completed the technological upgrading of "pull" to "last set", and made breakthrough development in tackling key technical problems.

In 2002, the technical difficulties of plastic injection molding were overcome, and the second technological revolution was completed.

The completion of these two technologies has not only brought great breakthroughs in technology to the shoe industry, but also made a firm step in the market.

In the next development, we will strengthen the publicity of the brand and expand the brand awareness and market share in Ashikagashita To's unique mode.

That is, product based, terminal wins, and create the first brand of Chinese cloth shoes.

In order to adapt to the market changes and meet the needs of consumers.

We will launch the high-end brand of "vulcanized shoes" in the spring of next year.

The launch of the Chao's brand is a promotion of Ashikagashita To's brand and a rich product of Ashikagashita To.

The take-off of the leap shoes abroad also shows that the vulcanized shoes will create a fashion feast in the shoe industry. "

Li Huawei said.

According to the introduction, Chao Xi brand will employ famous German designers to provide all-round services from design to terminal image and product marketing.

Combining the international fashion elements and the traditional elements of the country, it shows the unique brand characteristics of the Republic of Korea.

Because of the large market of cloth shoes and the few enterprises involved, cloth shoes will become a shooter's cake in the shoe industry, but Li Wei Wei is not afraid of the great competition that comes with him.

"Industry competition is actually like a 100 meter race. Only competitors can stimulate their internal potential and upgrade to a higher level."

Fierce competition will only make it more rigid in the field of cloth shoes, and further tap the brand strength of cloth shoes in the footwear industry, and draw closer to the world.