The tide of the market economy is surging, and private shoe-making industries have sprung up like mushrooms in various places. At the same time, the footwear industry has also entered an “eventful” autumn. Last year, whether it was the Russian police forcibly confiscating Wenzhou shoes, Spain burning Chinese shoes, or Italy conducting a “poisonous” investigation on Chinese shoes, troubles followed one after another. At the beginning of the new year, the Chinese footwear industry, which had just been calm, made waves again. EU member states set up trade barriers one after another against Chinese shoes, and decided not to give Chinese shoes market economic status treatment, and then imposed anti-dumping duties on Chinese shoes, which made the footwear industry worry. Heavy.
With the market environment of foreign troubles and increasingly fierce competition in the footwear industry, how will the trade and export road of Chaozhou footwear industry be turned into a smooth one? Yesterday, I took this question mark to visit the first private group company in our city. The city’s private group company was the first to obtain the state’s approval for self-management import and export rights, and its shoe products were first exported to the international market. It is the only shoe brand in the city that can enter the European Union. Li Xihong, chairman of Guangdong Yongjinxing Group Co., Ltd., known as the “shoemaking king” in eastern Guangdong, from his hardworking spirit, rich experience, cheerful personality and prudent strategy, let me see the shoe industry hope and future.
Create well-known brands to participate in market competition
In an interview, Li Xihong clearly mentioned that last year, the export trade of the shoe industry was turbulent, with constant friction, complicated and changeable, and the shoe industry encountered international trade barriers. Under the influence of factors such as rising labor costs and labor costs, it has had a greater impact on enterprises that produce labor insurance shoes and leather shoes, while other types of shoe products have little impact. It is understood that Chinese shoes are currently sold in the international market with low prices, good quality and suitable styles. They are deeply loved by consumers from all over the world, and they still have great potential and sales share. Therefore, if the export trade of the shoe industry wants to get rid of the predicament, stand out from the encirclement, and win the market, it also needs to build its own variety advantages and brand advantages to participate in the competition. It brings customers to the enterprise and wins the market and consumers.
Li Xihong said quite insightfully: To participate in the competition in the international market, we must use quality, brand and reasonable price to win in the market. The quality of shoes includes elements such as comfort, aesthetics, safety and functionality. Products that copy and imitate other people’s designs have no way out in the market. Yongjinxing Group attaches great importance to scientific and technological innovation, constantly develops new products, insists on quality to lead the new fashion of the times, builds trendy new products with science and technology, and innovates to shape brand new heights, promoting Yongjinxing shoe products from quantity and quality to shoe culture. For footwear products, the craftwork is exquisite, the quality is excellent, the style is novel and comfortable to wear, making the products popular among customers. Walking into the product showroom of Yongjinxing Group, there are a wide variety of products, such as PVC, PU, EVA, TPR, men’s and women’s sandals, slippers, indoor shoes, etc. There are as many as 1283 varieties, and the annual output reaches more than 10 million pairs. In recent years, brands such as “Minsu”, “Jinxing”, “Yongjinxing” and “Jinxing Shoes” created by Yongjinxing Group have become treasures in the eyes of foreign businessmen and passports to the international market.
The viewpoints of “big market for small products”, “small profits but quick turnover”, and “seeing big from small businesses, making the world famous” are the marketing ideas that Li Xihong often advocates. In the face of the EU’s trade barriers and “anti-dumping” against Chinese shoes, among the 142 shoe-making companies in Chaozhou, the only shoe brand that can enter the EU is “Minsu”. According to reports, the products of Yongjinxing Group are exported to more than 50 countries and regions such as the United States, Canada, Europe, the Middle East, and Southeast Asia, and have established good partnerships with Fortune 500 companies such as “Wal-Mart”. Toy companies form a community of interests. In 2005, the sales of footwear reached 168 million yuan, an increase of more than 40 million yuan over the previous year, and the export earned 16.6 million US dollars. The economic benefits are impressive.
In recent years, the group has successively won the national “Glorious Star” unit awarded by the state and relevant departments, the “Quality and Honesty” unit awarded by the National Consumer Protection Foundation, and the Honorary titles such as “China Honorary Enterprise for Export Collection”, “China Famous Brand Enterprise Image Best Unit”, “China Export Enterprise Achievement Award”, “Enterprise Management Achievement Award”, “Labor Harmony Advanced Unit” and other honorary titles; shoe products have successively obtained ISO9000- 2001 quality system certification, ISO14001-2004 environmental management system certification and GB/T28001-2001 occupational health promotion and safety management system certification; was awarded the title of “Guangdong Excellent Light Industry Product” by relevant provincial departments, and the registered trademark of “Minsu” brand was awarded ” “Guangdong Famous Trademark”, “Jinxing Brand” footwear was awarded the title of “China Famous Product”; “Jinxing” and “Yongjinxing” brands were awarded “China Famous Brand”. Chairman Li Xihong has also won the titles of “Outstanding Builder of Socialism with Chinese Characteristics in Guangdong Province”, “Excellent Entrepreneur in Guangdong Province in 2005”, “Model Worker in Chaozhou City” and other titles.Activities, regularly hold job skill competitions, and create a team that catches up with the advanced and loves to learn, so as to continuously improve the overall quality of employees.
Li Xihong always adheres to the true meaning of “people-oriented”. No matter which employee celebrates his birthday, he will receive three birthday gifts from the group, which are a birthday card signed by him, a birthday book and a basket of flowers to celebrate his birthday. These books are carefully selected by the company. The popular books such as “Live a Life Easily”, “Happy Life”, and “Wukong is a Good Employee” are very inspiring to treat life correctly. An employee took out the book “A Little Progress Every Day” and opened the title page of the book. There was a message from the company on the title page: “Knowledge enhances competitiveness”. Below the message was the autograph of Chairman Li Xihong. The employees said: a birthday card from the boss, a gift book from the company, and a basket of birthday flowers. Although the cost is not much, it shows that the group is remembering each of our employees. There was a cleaner who forgot her birthday with her family, but the group remembered her birthday as registered on her ID card. When she received three birthday gifts from the group, she and the whole family were moved to tears Yingyan said that he would work hard to repay the group’s care.
Li Xihong said: “Entrepreneurs are far from enough just to create good economic benefits. They should also build a high-quality workforce to promote social progress.” He himself is also a person willing to learn, He often said that only advanced consciousness can catch up with the trend of the times. For this reason, he participated in the study of the Central Party School, and participated in various training courses such as “National Private Economy Theory” held by the Education and Training Center of the All-China Federation of Industry and Commerce for many times. With his studious spirit and personality charm, he has influenced many The staff team has created a “promoting products with technology, promoting fashion with innovation, and casting products with quality”
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