Jinjiang &Nbsp; The Most Satisfactory Employer For Migrant Workers

In the first session of the first Quanzhou non public owned enterprise workers' sports conference sponsored by XTEP, the reporter saw Ding Shuibo, a leading shoe giant in the track.

1500 yuan + three brothers = Sanxing company

Unlike Ding Zhizhong, "running from the beginning to the market" is different. After graduating from junior high school, Ding Shui Po, like most of the children in Chen Dai Town, entered the shoe factory to work and familiarity with the production process of shoes. He worked hard for a year to earn 500 yuan.

At the age of 17, Ding Shuibo, who had saved hundreds of dollars in the summer, decided to pay 500 yuan for each of the two sworn brothers, and set up a small shed on the side of the river in Chen Dai Town, and named it "Sanxing" (that is, the rise of three people). Since then, he began to start his own business -- producing more than a dozen pairs of slippers everyday, and then he pulled his shoes on a bicycle and ran to the nearby township market.

"At that time, there were only four people in the factory, and the process was very simple. First we went to the market to buy the needlework and other raw materials, and then handed them to the neighbors' houses. We did the shoes, and then sold the shoes to the market." Ding Shuibo told reporters that there was no formal market at that time. The sale of shoes was completed by some roadside vendors. The stall owners sold the money back after they sold out their shoes. In this way, they completed a production and marketing cycle. Sometimes they could not get busy, and they themselves went down to make shoes. That's all. He worked as a shoemaker for three years.

The sale of the market is hard to make bigger, and during the busy farming season, the villagers go to the fields to sell fields, and no one sells them. The problem of backlog of products has been exposed, which has affected the further development of the factory. Only when we directly find the terminal big customers can we change the situation of this kind of snails. At this time, Ding Shuibo, who sold products at the wholesale market at that time, was introduced by a friend, and he got acquainted with a large client in Sichuan. He first supplied a large quantity of goods to the Sichuan customers in order to help the Sichuan customers to make the local market place. This rather risky practice made him make a net profit of 2.3 million yuan in that year, and found a market breakthrough, and began to spread the net to the whole country. However, relying solely on limited proximity

In the first year, the factory sold only more than 2000 pairs of shoes, but in the second year, it sold fifty thousand or sixty thousand pairs of shoes.

This result excited Ding Shuibo. In.1989, factories began to work in small scale and workers reached more than 100 people. Since then, the volume of shipments has increased exponentially every year, and business has become more and more prosperous. By 1990, the shoe factories have improved greatly, and the number of workers has increased to more than 400. The market has also expanded rapidly to major cities in the country, with an annual output value of over 30 million yuan.

Reject WAL-MART + struggle = create brand

Ding Shuibo saw the vast market space abroad and began to carry out border trade activities in Heilongjiang and Jilin's border trade cities. He found that his products were very popular internationally. In 1993, Ding Shuibo's Sanxing company became the first enterprise in Jinjiang to enter the South African and African markets. Because of its high quality and low price, its products were selling well, and the demand for foreign markets increased gradually. In 1993, 1996, Ding Shuibo set up branches in the United States, Spain and Chile. By the end of 90s, Sanxing's products had been sold to more than 40 countries and regions. From Europe to South America, the Middle East, the United States and other places, about 6000000 pairs of Sanxing sports shoes were worn at the foot of foreign people every year. In the early 90s of last century, with the opening of the national market and the continuous flow of foreign market information, Jinjiang shoes began to have zero.

At this time, Sanxing has attracted the attention of some transnational retail giants such as WAL-MART. WAL-MART sent representatives to Sanxing company to express hope that Sanxing can become a supplier of their global commercial outlets. In the face of the fat they sent home, Ding Shuibo was unmoved. He thought that once WAL-MART partners were co operated, they would be kept under control and would always have to follow others.

Ding Shuibo said, Jinjiang people are very competitive and energetic. How can they be led by their nose? Therefore, he did not think much about the invitation of WAL-MART's cooperation, and resolutely chose to break through the market.{page_break} himself.

Brand + Fashion = performance skyrocketing

Before 2000, Sanxing had always been exporting business. However, only 40% of all products exported were their own brand shoes, while 60% of them were export processing orders. At that time, many shoe manufacturers were competing for foreign trade market, and the competition was fierce. The profit margins in the international market were becoming more and more small. Moreover, because of the lack of core technology, counterfeiting people, even some technology and raw materials were common, and often fought price wars among their peers. Foreign trade began to become more and more difficult.

Ding Shuibo is keenly aware that the mainland is a market with huge consumption potential and has never been satisfied. People who have made the first move will taste the sweetness first. Therefore, with years of practical experience and accumulated strong strength, they resolutely target the big cake in the domestic market and begin to launch their own brand, "XTEP" (XTEP).

It is undoubtedly a strategic challenge for a new brand symbol to win enough attention and competitiveness in the market for Ding Shuibo.

At that time, many domestic sports shoes were developing in the direction of sports, but Ding Shuibo aimed at the fashionable sports shoes which were still in virgin land in the domestic footwear industry, and we scrambled to find sports stars as the spokesmen of sports shoes. When we played the "Sports" brand, we set up a new way to build up the banner of "fashion" and put forward a distinctive concept of production and management: making fashion lifestyle.

Ding Shuibo believes that with the development of the times, young people not only wear sports shoes because of sports, but rather want to show their individuality. However, such products are relatively few in the market at that time. XTEP can not be like other products, if the same, it can not XTEP personality, it may always be behind others.

At the end of 2000, Sanxing signed the popular Nicholas Tse at the astronomical price of 4 million 700 thousand yuan per year. This move shocked the business community of Jinjiang. Many people said that Sanxing was crazy and Ding Shuibo was crazy. But Ding Shuibo firmly believed: "please star is the most popular." after that, he invited the TWINS to sing the combination of women's shoes. When everyone else thought that CCTV was an "aging" channel, Sanxing used 80% of the advertising fee of 30 million yuan in the whole year in the CCTV, and the advertising exposure rate and arrival rate had a very significant effect.

In 2001, Nicholas Tse and TWINS wore shoes on XTEP's shoes, which sold 1 million 200 thousand pairs of shoes, and sold 16 pairs of shoes sold in the country. This did not include 500 thousand pairs of shoes that were counterfeited by 16 shoe factories nationwide. The dealer then referred to the shoes as "banknote printing machines", which means how many.2002 years they sold. XTEP sold 11 million pairs of shoes, of which 40% of domestic sales were sold, and its output value increased by 60% compared to that simply exported, reaching nearly 400 million yuan.

Flavor + antibacterial = XTEP characteristics

Ding Shuibo is most proud of her sneakers. She has a fragrance. It is said that only XTEP is unique in all sports shoes at home and abroad. This fragrance can last for a long time and can eliminate odor. This makes XTEP sports shoes a focus in the industry. But Ding Shuibo is not complacent and stalled.

At the end of 2006, XTEP developed a new nano silver antibacterial sports shoes, which has reached the leading international level. This has made Ding Shuibo more proud: the best antibacterial sports shoes in the world will lose its antibacterial function after washing for 10 times. After 40 times of washing, XTEP's latest nano silver antibacterial Sports shoes have been tested by the authoritative international testing institutions. The antibacterial rate is still up to 99.9%.. Experts from Fujian provincial science and Technology Office pointed out that the successful development of XTEP nano silver antibacterial shoes reflects the strong core competitiveness of XTEP, showing the continuous enhancement of the ability of independent innovation of XTEP. The successful development of this product marks the development of the Chinese sports shoes represented by XTEP as a hi-tech field.

In recent years, XTEP brand Not only has it won the title of "China well known trademark", but also the top three titles of XTEP sports shoes, such as "China's famous brand products", "national inspection free products" and "national export inspection free products". Nowadays, XTEP is no longer the small workshop with only 4 people, but a large enterprise with over 5000 employees and an annual output value of one billion yuan.

Enterprises grow and grow stronger and harder in the day of difficulties. Now the shy young people now add a lot of mature and steady. Despite their billions of dollars, Ding Shuibo does not have the slightest airs, and treats employees more like a kindly elder brother. It is totally different from his alternative business thinking. In reality, Ding Shuibo seems to be old and steady, and even has some traditions. In his eyes, XTEP's employees are all brothers and sisters. He has influenced the cultural atmosphere of a modern enterprise with the simplicity and simplicity of a young entrepreneur, infecting countless XTEP people.

In order to solve the worries of employees, XTEP has set up kindergartens for employees, so that children away from their parents can grow happily around their parents. Each employee dormitory is equipped with wardrobe, desks and chairs and air conditioners. Each employee can receive 2500 yuan of medical fund subsidy and social medical insurance every year. He spends large sums of money to establish a XTEP enterprise college with famous schools (Tsinghua University) to provide a bridge for staff growth and career planning.

In XTEP, library, reading room, chess and card room, basketball court, billiard room and table tennis room are available on time and free. Every day, small shops, restaurants, convenience supermarkets and self-help banks integrate into the life of XTEP people, forming a harmonious small community prosperity.

In Ding Shuibo's view, a good and harmonious environment for good employment requires the whole society to build together. A successful enterprise should not only immerse itself in the cause, but also should be committed to the society and bear the social responsibility. A successful entrepreneur should not only have a dedication to his career, but also have a strong sense of social responsibility. Over the years, Ding Shuibo and his enterprises have never ceased their efforts in this respect.

Under his guidance, XTEP has become "the most popular private enterprise", the only two time to win the "dynamic Quanzhou, moving the top ten employees of private enterprises". XTEP brand has also been named "the ten most popular brands of Quanzhou in the Straits' youth" and "the most trusted ten national sports shoes brand in the consumer's mind". He was rated as "the ten largest entrepreneurial elite in Fujian", "employer survey in 2006CCTV, ten best employers, and the most satisfactory employers of migrant workers".