The Way To Deal With Rich Birds In The Financial Crisis

In this year's extremely complex domestic and international economic situation, the rich and precious birds group has maintained a healthy momentum of development, and the domestic market has remained stable. The export has continued to maintain a twenty or thirty percentage point increase. Brand cooperation: "my factory is also their brand, and their brand is mine." crisis recognition: "from another perspective, the global financial crisis is also an opportunity for enterprise development". This year, the world economic situation, such as "roller coaster", has been soaring in the first half of the year. PPI has risen sharply in the first half of the year. The second half of the year has been dragged down by the subprime mortgage crisis in the United States, and the global economy has been in the doldrums.

The economic situation of "ice and fire" is a great threat to the survival and development of labor-intensive export enterprises.

However, under such circumstances, the lucky lions group of Shishi casual shoes has maintained a healthy momentum of development, and the domestic market has remained stable, while exports have maintained an increase of twenty or thirty percentage points.

Yesterday morning, Huang Yuanshui, deputy director of the Standing Committee of the Quanzhou Municipal People's Congress and Secretary of the Shishi municipal Party committee, inspected the company, and highly praised the company's approach to the complex economic situation and its achievements.

"We are not yet clearly aware of the impact of the global economic crisis."

In an interview with our reporter yesterday afternoon, Lin Ping, chairman of fortune bird group, admitted that as of this year, the company's operation is as solid as a rock, regardless of its sales volume and profit margin.

Just like the same period last year, the order is still endless.

After all, the global economic crisis is coming. Why can the rich birds group do their best?

According to introduction, this is mainly because the company has already prepared.

As early as 2005, the company conducted discussions with major European and Russian customers in the main export markets, suggesting that there will be a global recession in recent years.

To this end, the company quietly carried out the pformation of product mix and business strategy in the past two or three years.

Through cooperation with famous foreign brands HOGL (Germany), ZARA (Spain), LAMBERJACK (Italy), and the development of its own brand, the rich bird group has 18 brands of foreign products so far.

These brands are all middle and high end routes, with a considerable profit margin.

What is unusual is that the cooperation between rich birds and famous foreign brands has reached the depth of "you have me and I have you". In Lin Ping's words, "my factory is also their brand."

Now the rich bird group still has offices for six foreign brand partners.

One of the intuitive benefits of such a close and harmonious cooperative relationship is that in the first half of this year, Russia's boycott of Chinese shoes was not unharmed.

This year, domestic labor intensive export enterprises have encountered more difficulties than ever before, such as RMB appreciation, export tax rebate rate adjustment, raw material price increase, labor cost increase arising from labor contract law and so on.

For these difficulties, the rich bird group adopted some technical means such as changing the settlement currency and using financial instruments to avoid exchange rate risks, but the most important thing was that the company raised the unit price of export products, compared with last year, the price of export products increased by 13%%.

The foundation of the rich bird group's courage to raise prices is that they have a very strong product R & D team with five or six R & D personnel.

Foreign brand partners only need to provide a concept. The rich bird group can turn it into a mature product. Such R & D capability is very difficult for other domestic casual footwear enterprises.

"The impact of the global economic crisis is great, but in another way, it may also be a development opportunity for enterprises."

Lin Heping told reporters that in the case of shrinking external demand, many domestic footwear enterprises went bankrupt, and their customers and employees would be pferred. The existing enterprise customer resources will be broader, and human resources will be more abundant. In many respects, the development environment of enterprises will be better.

For this reason, the company is facing difficulties in the face of the global economic crisis: first, in August, a new 7000 square meter product R & D center was set up in Dongguan, Guangdong; two, it is planned that the two new factories will be put into operation next year.

Reporter Yang Jing, editor in chief of Wu Han Song