May 10, 2011
In marching into overseas journey frequently affected by the catastrophe of destiny, in Wenzhou shoes are beginning to seriously rethink the “in Wenzhou model” disadvantages.
In Wenzhou shoe leather Association Secretary-General Zhufeng a little busy lately, desk, two telephones, there continues to be a guest Chamber waiting to meet him. Some surprise zhufeng unexpected is the Wenzhou shoes, for he is organizing of Spain visit – and local mainstream social dialogueenthusiasm is so high. “Wenzhou businessmen always speak less and do more, make money, but now work has changed.” Zhufeng said.
Some overseas media representative reporters found before they come to Wenzhou Xieqi interview, it will usually be rejected, but now they are accompanied by their leaders as Star General hospitality, hope they can in the news a lot about your business, eliminating the overseas market on some of the negative Wenzhou Xieqi.
Now, Wenzhou shoes suppliers to do business in foreign markets, have begun to consider the need to integrate into the local community. “But this change mainly their marching into overseas journey has affected the result of devastated.” Zhufeng said.
A bunch of “Russia 3 · 12 buckle shoe incident”, in the relevant sector of the active coordination has become calm. But on reflection of the event is still in Wenzhou business warmly debated. Footwear manufacturers have a stomach hurt : Russia not regulated market, in accordance with the regulations, customs and immigration often need more than a half year period, this summer to the winter sales shoes.
If Russia market is a special case, which occurred in Spain in 2004 “burning of the Wenzhou shoes incident”, but it can truly reflect the Wenzhou shoe business in overseas markets face a dilemma.
Spain eccel city, local time, 16 September 2004, more than 7 points in the evening, the original gentle European town, suddenly become fierce and frightening. Thousands of people in the “we want to eat, we want to survive,” “Chinese rolling out” of slogans, the value of tens of Wenzhou shoes the flames.
Elche city has long been known as a “European shoes”, almost all members of the public of the work and the shoe industry. But shrewd businessmen to Wenzhou, more than 50% of the local shoe factory was forced to shut down, unemployment is very high. Wenzhou shoes supplier able to endure hardship, the good business is famous, but the Elche footwear Association provides some information on the show: Chinese footwear manufacturers generally do not comply with the provisions of the Government of Spain opening hours, Sunday and holidays or business, and sometimes even midnight also discharge; there are a few Chinese footwear manufacturers, such as the employment of illegal workers, this is not allowed by local law, local government and residents great dissatisfaction.
“Many Chinese don know the local language, usually out of tune with the local people, this can have a very good living environment?” zhufeng analysis said, “you must change this situation, otherwise we will lose the Spain market, which in turn may lose the entire European market. “
In November 2004, Dong Yi, Gilda, Thai and 13 foreign trade enterprises established the” Wenzhou shoe leather industry shoes export Committee “, these enterprises are partners in Germany to register a brand mark, use of the trade mark in the international market to attack, and the strict discipline in order to change the Wenzhou shoes” price dumping “market image.
“Spain after burning shoes” event, Wenzhou shoes who did a lot of remedial work, not only to actively support the people of Spain, in local anti-terrorism some public services, establish their own image, but also actively seek the cooperation of local businessmen, the employment of local workers, and they form a community of interests.
Experience in this regard than most deep Dongyi shoes Chairman Chen Rong. Dongyi more than 95% of products are exported to overseas markets, only Russia accounted for 50% of the sales of Dongyi. But in this year Russia 3 · 12 buckle shoes event, Dongyi are unharmed.
Encountered in previous Russia buckle shoes after the incident, badly by CHAN Kwok-wing completely changed in the past, direct sales to Russia hypermarket sales model, which is taken and Russia joint venture, joint ventures and investments in Russia and other plant diversity management strategies, the use of local partners of community resources and political resources to effectively avoid the risk.
Active cooperation with the international large-scale retailers, access to their retail channels, is an effective method of avoiding risks. Wenzhou another export of Thai horses , back in 2001, 18 February comes into Wal-Mart sales network, thereby moving towards the international market.
However, for most or cost advantage, at OEM strategy into overseas market, the Wenzhou businessman is not optimistic about the prospects. Intra-EU trade relief brewing to take measures to protect the Union shoe-making enterprise, and the origin of footwear products in China to launch trade remedies investigations. Russia, United States, world footwear consumption power began to China shoes on for a “red light”.
Wenzhou shoes in the fate of overseas not only reveals the Wenzhou shoe-making industry of embarrassment, also, to a certain extent, watch a traditional industries as the backing of the “Wenzhou model”. “We left the international environment, to change only their own.” Now, some began to try to break the forerunners of the “Wenzhou model”.
On the eve of the CT: model variations
Although the international market in total sales revenue of less than 1/10 that conwise footwear President HKSAR Hong has always insisted on personally cinematics business because “this is creating a world class brand CT, advanced positions “. And now, HKSAR Kang began to consider this business transferred to daughter laili Cheng.
And Wenzhou many export-footwear company entering the international market, in a long time that conwise main domestic market, in the international market, just use overseas Wenzhou people to open a franchise store fashion store. This can effectively control the risks, on the other hand, you can set up CT, own brands.
April 2005, CT, overseas stores have reached 90 more than 1300 million overseas operating revenues. But unlike CT, up to 12 billion RMB sales revenue compared to CT, overseas business done enough.
If you want to break through the bottleneck of international business, CT, you must break through to the shop of overseas business models. Has been responsible for CT, Marketing Center Business Vice President Zheng Laili advocated more ambitious radical measures, she hoped that conwise group in international business can span forward.
CT, a humiliation of “criminal record” in Wenzhou shoe is the equivalent of a lower grade of the last century 80 , and its predecessor “Hongsheng” used in the national market exclusion. HKSAR Hong is aware of the importance of quality and brand, as CT, registered a puff, rich Oriental characteristics of people head portrait trademark, aspired to let “injured” Wenzhou shoes “head” back up.
15 January 2001, CT, the capital of the world of fashion in Paris, the 19th district bustling downtown opened its first 50 square meters of shops, the most striking in the shop of two things: that conwise high high up people head portrait trademark and “China Wenzhou manufacturing “highlight words.
Overseas, the Chinese manufacturing was once synonymous with quality and low level, but CT, the highest price in foreign countries reached $ 150, the average price for $ 60 to medium price , high grade products, gradually formed its competitiveness. Now that conwise overseas stores of consumer groups already from the beginning of the 80% of overseas Chinese 20% foreigners, to 20% to 80% of foreigners and overseas Chinese.
< br /> 2004 September 5, HKSAR Kang lead daughter Zheng Zheng Les Laili, son of the great Hall of the people in Zhiyi appear. Here, CT, group and the United Kingdom SATRA technology research center established a comprehensive cooperation agreement to help the world most authoritative footwear development, testing and certification body, to participate in future international footwear trade rules and technical standards.
This thing is not the star of HKSAR Hong, but his daughter and son laili Cheng Cheng-Yi .
Head of marketing business laili Cheng has been active in promoting cooperation with CT, SATRA, recently unveiled the “2004 China top ten economic female personality of the year” award, Zheng Laili because of the “young and creative, with internationalization strategic vision, good at using information technology to transform traditional industries development, active integration into international rule-making “election.
Chong Laili believes that accession to the WTO, the non-tariff barriers has become China exports of the main obstacles, and technical barriers are the main barriers to trade. Wenzhou enterprises will be the hit of the anti-dumping, CT, to keep pace, you must forward the internationalization of resolving this problem.
In order to understand the overseas markets, the footwear industry development of the latest technology, early in 1999 the HKSAR Hong Cheng Lai nghi son sent to study at the University of Leicester United Kingdom professional leather. In the United Kingdom during the reading, Zheng-Yi had the opportunity to learn, to know the SATRA of this organization, and contributed to the HKSAR Hong called SATRA. Cheng-Yi is currently the Executive Director, CT, the group is a group of CT, and proponent of the SATRA cooperation and contacts.
1919 established SATRA is global footwear certification agencies, on behalf of the world leading footwear certification level. Many of the world brand companies such as adidas / “target =” _blank “> adidas, Nike, Reebok, etc. are used or reference SATRA technology standards. Under the agreement that conwise group, with the assistance of the SATRA invested 10 million yuan in Wenzhou establishing international standards certification laboratory, CT, group this laboratory developed any kind of shoes are equivalent to achieve SATRA of industry standards.
Will become internationally famous CT, build brand is 56 years of HKSAR Hong greatest wish. In fact, in cooperation with the SATRA was only a chance and start, CT, the next step of development is not fully defined, but gradually break store business model ready and waiting for the breakthrough.
Al Cham: the road to overseas mergers and acquisitions
< br /> In the “world of shoes are” Italy, only one Chinese businessmen can take the “Europe ” attitude in the face of the market, and in the local industry meeting free speech, to participate in some of the important files of drafting and enactment. He is Wang Jianping, Wenzhou shoes called “Leopard”.
And this is the origin of the El Cedar Group Italy Wilson (Wilson) shoe company acquisitions.
Al Cham in the international market belong to the current enterprise, while Italy Wilson is the mainstream business. Wilson company has 50 years of history, specialized processing Wilson (Wilson), POLO (Paul), Versace (Visa odd), Brussardi ( Incisa di) and Donnakaran (Donna Karen), a world renowned brand of men shoes.
As the world shoes, Italy technology, technical, human and management level are the international advanced level, shoe-making enterprises to enter the country, means that access to the entire European market, and even international markets.
Italy Milan in 2002, the global shoe show, flowery Chairman Wang Jianping sees the Wilson brand, and visited the factory . After repeated exposure, both in the design aspects of the cooperation agreement, and the establishment of a flowery · Wilson footwear Development Center.
The same year, Wilson owner, age of the Fasti Gary decided to retire . Fasti Gary respected in the industry in Italy, he intends to discover the “successor” to the world. The end of 2003, Wang Jianping “dare” to the Fasti Gary “can I as one of the” candidate, Fasti Gary did not object.
He wanted to find a can inherit the “Wilson” overall advantage platform, into its daughter Rosanna future business partners. Rosanna is Italy top shoe pattern designers, has now become a flowery · Wilson footwear Development Center Chief Designer, every year there are four or five months in Wenzhou.
Fasti Gary finally chose a yew. “He saw al Cham of faith and progressive sound global sales network.” Wang Jianping said. < br />
In August 2004, a flowery formal acquisition of Italy Wilson footwear company, 90% of the shares, Wilson company class teams including the Fasti Gary continue to work in the original post. After the acquisition of Wilson, Al Cham have Wilson this international brands, but rather a flowery still is our own brand, Wilson as a child of the company brand. Wang Jianping plan in three to five years, allows a flowery become famous European and American markets.
< br /> This acquisition also became “China shoes are” business-to-all “world of shoes” enterprise of a merger, Wenzhou thus was born the first truly multinational “native”.
“Into the international community, not just exports, issued to sell the goods. “Wang Jianping continue through overseas acquisitions way to build a tree of the global sales network, this time he was aimed at Taiwan legislative will.
Introducing the company is a professional trade companies, has 30 years of sales experience. In Japan, Western Europe and the United States has a very good sales network, when introducing the company intentionally and productive suppliers, a flowery soon finds, after a year of discussions , surveys and evaluations Kazakhstan will officially take lap FIR companies that in their own flag.
Early in 2001 went into Africa, a flowery shoes will soon be a local favorite. By Italy designer HAZAN brand in Arabic in mean fine stone, a West African household first men shoes brand.
But the days are killed and in January 2004, the Government of Nigeria to protect national industry, announced a ban on imports including Al Cham men shoes , 31 species of Chinese goods (now the project has been extended to 41). Nigeria 1.4 billion people, the withdrawal amounted to platter has built a large market for several years, while Nigeria investment environment less risky.
During the stay, Wang Jianping made a hard choice: factories in Nigeria. This is an attempt, it is a gamble. In the face of obstacles, Wang Jianping start and contacts in the media, began introducing a flowery global allocation of resources. “In my impression, it was Wang Jianping first interview.” Wenzhou shoe leather Association of a responsible person. At the same time, Wang Jianping also successfully invited Nigeria Ambassador to China to visit Kazakhstan FIR.
This series of actions caused by the Niger Aryan presidential officials concerned, to the “little things” into “matters”, the project began. After seven months of active preparation, HA FIR Atlantic (Nigeria) industrial co., Ltd. of personnel and equipment are in place, in August 2004, Al Cham in Nigeria production base officially started.
Now, Nigerian Government officials feet is wearing a cedar products. But Wang Jianping believe Africa once settled following the war, would become the world factory after Asia.
Over the past few years, a flowery shoes in the international market large stepped forward. “The acquisition of international famous brand will help resolve local exclusion based on mental; at a local factory, you can solve the difficult problems of local government. “Wang Jianping said.
But Wang Jianping also understand that many merchants, Wenzhou, Cedar of internationalization should also make a variety of new attempt.
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