Wenzhou shoe company: always practicing hard to deal with self-contained

While the current international financial crisis is spreading and even affecting the global real economy, Wenzhou Jindi Footwear Co., Ltd. has found business opportunities in the crisis. This year's output, output value, and foreign exchange earned through exports have all experienced a converse trend. What is the secret of the development of Jin Di’s rush to win the development? A few days ago, the reporter made a special trip into Jindi Footwear to explore the mysteries behind it.

In the production workshop of the Jindi Footwear Industry, it is a busy sight. Every production line is producing at full capacity. The workers are busy working in their own hands.

This company located in Wenzhou Economic and Technological Development Zone is a large shoe foreign trade company with 100% export products. From the beginning of the year to the end of November, the output has reached 10.93 million pairs, with an output value of 540 million yuan, and foreign exchange earnings have exceeded 61 million U.S. dollars, and taxes have been paid over 37 million yuan. Compared with the same period of last year, these economic indicators not only did not decline, but also showed significant growth. In the economic “winter”, they are particularly viable.

When foreign demand has been significantly reduced and many Wenzhou shoe manufacturers are struggling, what did Golden Emperor rely on to overcome its difficulties and achieve impressive results? The chairman of the company, Zhu Jianyong, said: The most important reason is that the company has stabilized and solidified its foundation in previous years. Products in the international market have their own unique advantages and strong competitiveness. Do not move".

With excellent product quality and price advantages, Golden Emperor has established a long-term supplier relationship with Europe's largest leather shoe retailer. In this global financial crisis, due to the strength of the other company and its lack of listing, it was also affected by the crisis. Therefore, the order to Jindi not only did not decrease, but also increased. “The next step is for us to develop new production lines and expand production capacity.” Zhu Jianyong said that the pressure is now smaller than in the first half of the year. It can be said that Kingdee can calmly deal with the financial crisis.

Zhu Jianyong's calmness and self-confidence originate from the fact that Jin Di has continued to train hard for "internal strength," and its ability to fight against storms has continued to increase.

The footwear industry is a traditional advantageous industry in Wenzhou. As one of the more than 2,600 shoe-making enterprises in the city, many years ago, according to the support level and conditions of Wenzhou shoe industry development, Jindi defined the product as “providing the most cost-effective female shoes to the international market”, and Through scientific research and management innovation, we constantly improve product quality, improve after-sales service, and expand the international market. In 2007, Jindi became the largest company in the city's industrial exports and the largest footwear export company in the province.

In the first half of this year, the soaring prices of raw materials and the rapid depreciation of the US dollar also put pressure on the normal production and business activities of Gold Dior. In the face of difficulties, Golden Emperor launched a set of mechanisms to deal with risks. On the one hand, relying on foreign exchange risk management methods such as bank's long-term sales of foreign exchange, the Bank reasonably avoided risk, strengthened communication and mutual trust with merchants, and formed a good external environment. On the one hand, it pays close attention to the fluctuation of raw materials prices in the market, and timely increases the pre-stocking of raw materials according to the order plan, scientifically arranges production, stabilizes the workforce, and relies on diligent "inner efforts" to stabilize its position.

“No matter how the crisis affects people, people always buy shoes. If we have advantages in our products and services, we have no market.” In Zhu Jianyong’s view, the current financial crisis has given birth to a lot of vitality and business opportunities. With the recent rise in export tax rebates, oil prices, raw material prices and other favorable factors have emerged. During the crisis, Zhu Jianyong’s “Wenzhou Manufacturing” has gained price advantage and competitiveness in foreign markets. Promote.

Despite the good development momentum, Zhu Jianyong still saw the objective situation of the depreciation of the euro and the decline of foreign purchasing power, thus accelerating the pace of entering the domestic market. He disclosed that Jindi has completed the investigation and analysis of the domestic footwear brand market and is planning a specific implementation plan.

In fact, Golden Emperor who specializes in exporting has not ceased to pay attention to and observe the domestic market for many years. "To make the domestic market, we have to make sure that there is no doubt." Zhu Jianyong frankly said.

According to Zhu Jianyong’s assumption, Jindi will “walk on two legs” in the future. On the one hand, it is relying on the current production companies to consolidate and expand the international market; on the other hand, it has established a standardized marketing system based on years of cooperation with international brands and sellers, combing with the actual situation to formulate a mode of operation suitable for the country, and then set up a special The footwear sales companies, through rigorous procurement and brand marketing, are actively expanding their domestic markets and achieving aromas within and outside the walls.