Interview With Yang Penghui, Chairman Of Special Foot: Jump Out Of The "Shoes" Line To Make Shoes.

"Shoes can't be complacent, especially in homogenization." market Next. For the present footwear industry Market, I personally feel that we should take an unusual road, open a different specialty store, jump out of the boundaries of shoes to make shoes. Special foot Yang Penghui, general manager of Sports Goods Co., Ltd. (Fujian).

On the back of Yang Penghui's general manager's card, she printed a sentence like this: "Not the same footsteps (different footsteps)", as the saying goes, during the whole interview process, I feel the unique charm of the shoe brand operation, staff management and terminal sales channels.

　　 Special feet "different footsteps" Entrepreneurship piece

Unlike most of the enterprises in Jinjiang that have made footwear products foundry, the shoe industry has started a road of self production and self marketing.

"In 94 years, we started a shoe factory called Sanxing shoes and Garments Co., Ltd. At that time, my brother was in charge of production in Jinjiang, and I sold the shoes made in my home to Hebei, Henan and other places. And done it for ten whole years. " Yang always smiled and recalled.

In the ten years of Yang Penghui's sales, the shoe industry in Jinjiang has undergone tremendous changes. First, the brand operation mode of "star + advertising" has brought a great effect to Anta, and dozens of shoe companies have followed this brand operation mode. At that time, countless brands of sports shoes have sprung up like mushrooms. At this time, far away in Shijiazhuang shoes sales Yang Penghui also began to realize the "no brand short board".

"Making sales can be much easier than making a brand, not so tiring!" but even so, he decided to go back to Jinjiang to make a brand. "In 04 years, we returned to Jinjiang to set up a special brand, with only one customer." Yang always told reporters, "but now the special brand has spread all over the country. In the 09 year, the company signed the table tennis champion Guo Yue with high price to further enhance its brand awareness and reputation.

In just a few years, the ability to bring a new brand to success is not only related to Yang Penghui's sagacious business mind, but also closely related to his unique way of thinking.

Special terminal "different footsteps" terminal channel

"People's minds should be flexible at all times, so that enterprises can be prevented from being shackled by some rules and regulations." Yang always laughs, for example, as terminal channels expand. He said that today's shoe market is a "terminal for the king" market, who will occupy the terminal, who is the biggest winner. It is precisely because of the importance of terminals that the competition is fierce. "I have always advised my distributors not to focus on footwear shops, but to see if other industries have the possibility of entry, and to spanform the retail terminals of other industries into our stores. He told reporters.

In addition, in the choice of the market, we will choose the main market of towns and villages, and take the route of "encircling the cities by the countryside". Yang said: on the one hand, China has vast rural areas and large population, and the living standard of farmers is also improving. The level of consumption is further improved. On the other hand, compared with Anta, XTEP and other brands, the special brand has the advantage of price and is more likely to win consumers in rural areas and small towns.

"And we plan to expand product categories next year to achieve a diversified development space." Yang Penghui told reporters.

Staff management of "different footsteps"

For the more serious "labor shortage" problem in recent two years, Yang Penghui has his own different set of ideas. "80, the workers after 90 are different from those of the older generation. Besides salary, they value the living environment, welfare policy and development space. It is for this reason that we have invested millions of dollars in building apartments for employees. He also said that in addition to constantly improving the living standards of employees, the most important thing is to give employees a vision to let them know where the direction is and how much room for future development. "Let employees and enterprises start their own businesses, rather than make them feel that they are just working people." Yang said.

As we all know, brand is a long-term investment, and it will not be completed in a year or so. In the past six years, chairman Yang Penghui led the special shoe industry not only to complete the original accumulation process of the brand from scratch, from small to large, but also to promote the special brand in the footwear sector to play a certain reputation, and made a complete plan for the future development of the brand. I believe that under its "different footsteps", it will sing all the way and become a shining star in the footwear industry.