In the post-crisis era, shoe companies need three "root" strategies for profit

On March 29th, with the relaxation of the financial crisis, the footwear industry entered a relatively stable period with more orders and higher export value. It seems that the spring of footwear has come. However, the author Tan Ru in China's Wenzhou shoe survey found that the inherent crisis has not been completely resolved, the footwear industry is in turmoil, and shoe companies must adopt three "root" strategies to improve profitability.

Lean production is the foundation of profit for shoe companies

Wenzhou shoe companies are almost all family businesses, although many shoe owners do not want to be associated with the word “family”, but the actual business management has highlighted this feature. Although the rights are highly concentrated and the internal division of labor imitates the institutional setup of modern companies, the ownership and the right to operate are not separated. They are often referred to in one sentence, the rules and regulations are not strict, the overall quality of employees is not the same, the company's cohesion is not strong, and the capital utilization rate is low. high pressure……

In the post-crisis era, despite the lack of orders from shoe companies, the shoe industry has not changed the embarrassment of “blade profit”. Therefore, “family” shoe companies are in urgent need of reform through system structure, personnel organization, operation methods and market supply and demand. To make everything that is useless and redundant in the production process streamlined, achieve lean production, and increase profitability. This purpose is to eliminate all inefficient labor and waste, by continuously reducing costs, improving quality, increasing production flexibility, and ensuring competitive advantages. At present, Gilda and other shoe companies are vigorously streamlining the middle management through the optimization of personnel management, and organizing flat reforms to reduce indirect production personnel. At the same time, the synchronization of production is being pursued to reduce and reduce waste at any point. Finally, pull-type and timely production will be realized.

Retaining people is essential for the profits of shoe companies

After the Spring Festival of the Tiger was over, Wenzhou shoe companies began to stage a battle for "competition." Almost all shoe companies have introduced a much more favorable recruitment policy than last year. Almost all shoe owners’ top priority is recruiting people. "Migrant workers shortage" makes business owners suffer headaches. This is reminiscent of the line "The world is free from thief": "What is the most important in the 21st century? Talent!"

In the first month, the "team" recruited in Wenzhou travelled long distances and raised the banner of recruitment. Wenzhou's famous shoe company Gilda went to Daba Mountain, a remote area in the western part of China. It continuously participated in two large-scale job fairs in Wanyuan City in Sichuan, “Spring Breeze Warm Bashan Employment Action” and Dazhou “Spring Breeze Employment Action”, although the number of employees recruited was from Wenzhou. Sichuan ranks first among all recruiting companies, but there is still a large gap from the established target of recruiting 1,000 people. Some Wenzhou shoe companies moved to the recruitment of Wenzhou enterprises in Qinghai Province after recruiting in Wanyuan and Dazhou, Sichuan Province. They wanted to recruit tens of thousands of people, and they were particularly sought after for shoe, shoe, sewing, and needlework.

In the China Shoes Capital Industrial Park, dozens of pieces of recruitment cards are lined up along the street. Almost every footwear company in Wenzhou has a recruitment signboard at the door of the shoe. The conditions for “recruitment” and preferential treatment are particularly striking.

“Recruitment is only an expedient measure, and it is essential for shoemakers to retain talented staff. Even if there are no more employees recruiting skills, it would be no good if there is no mind in the enterprise. Only the hearts of employees are retained, so that the employees and the enterprise are at the same level. Germany, the company's profit is only guaranteed; only companies and employees to achieve a win-win situation can make the company sustainable development.” Gilda human resources manager Ding Hesong told the author Tan deeply touched, he believes that shoe companies encountered "migrant workers shortage" Not surprisingly, the key is how shoe companies set up scientific employment mechanisms to retain people. No one, all ideas are empty talk.

How can shoe companies keep people? Li Guohua, deputy general manager of Gilda, a shoe company with more than 20 years of experience, has his own management experience: “Whether it is a crisis period or a post-crisis period, for the sake of employees, mobilizing the enthusiasm of employees is our consistent principle. How do you adhere to this principle? The key is Pay attention to employees in terms of salary, system, and logistic services so that employees feel at home in the company.”

Pioneering and innovation is the root cause of profit for shoe companies

At present, unfavorable factors such as water scarcity, obvious greenhouse gas effects, increase in toxic waste emission costs, shortage of labor, and homogenization of the market continue to squeeze the "blade profit" of the footwear industry. Many shoe manufacturers invariably focus on technological innovation and industry. Transformation. Gilda’s innovative products, nano-functional air-conditioning shoes, are selling well on the market. As of the end of 2009, the sales of such shoes have increased threefold from the previous year. According to statistics, functional shoes similar to Gilda Nano-functional air-conditioning shoes now account for nearly 20% of footwear sales, and the rise of functional shoes has had a significant impact on the entire shoe market. Swiss MBT (Masei barefoot technology) invented the concept shoes without a fixed shoe sole, and has sold more than 5 million pairs in more than 30 markets.

In the post-crisis era, the contest between shoe companies gradually escalated, the phenomenon of more and more serious homogeneity, and almost follow the trend of crazy, so many shoe companies lost the connotation of their own brands and profitable space, therefore, shoe enterprises With the spirit of innovation, we will continue to create new products, new technologies, new markets, and build new profit models. This is the original of the footwear industry.

CCTV News Network has reported that Gilda footwear has “a decade of grinding and one sword” and has been working hard to innovate in the scientific and technological content of shoes, increasing the added value of shoes, and creating a nano-functional air-conditioning shoe that people don’t have. China's footwear industry has resisted the effects of the financial crisis. At present, R&D personnel continue to explore the integration of injection molding materials into nano-functional air-conditioning shoes, so that the air permeability of this shoe is enhanced, the wear resistance of the sole is higher, and the elasticity is stronger, and it has an absolute advantage in the competition. In 2009, its sales increased 32% year-on-year.

At present, Dr. Zhu Huaijiang of Peking University told the author Tan Ru: “In the post-crisis era, shoe companies must not only innovate in product technology, but also need to implement innovative ideas in channel terminals, marketing strategies, production and operation. Innovation should be a continuous Dynamic process and never ending.”