"Jinjiang Experience Shoe Industry Example" Zero Tu Chun Rong: Italy Men'S Shoes Shine China'S Secret

In the past 9 years, Italy has become China's high-end.

The leading brand has won the Tmall double 11 high-end men's shoes sales for the first time in 6 consecutive years.

How did this achievement come true?

Since its entry into China, zero has always adhered to the positioning of "luxury and upstart" and insisted on taking the high-end men's shoes line, which is different from other aspects in terms of quality, operation mode and brand promotion.

Brand, which has made the zero online after a year in Tmall, Jingdong and other electronic business platform has achieved impressive results.

Speaking of zero brand, Tu Chunrong, general manager of Xiamen zero goods Agel Ecommerce Ltd, is proud of it.

He said frankly that brands need to be precipitated, and Tu Chunrong insisted on building product quality and style as a moat to build zero brand.

Tu Chunrong said: making shoes, especially high-end brand shoes, requires not only superb skills but also ingenuity.

During the interview, he pointed to the shoes he wore on his feet and said each item of zero.

The samples are tried by themselves. Only the comfort of their feet will be pushed to the market.

In order to make a pair of shoes comfortable and match its brand value, Tu Chun Rong and his team are exhausted.

He said that a good pair of leather shoes should be done well.

Tu Chunrong said that when consumers buy Zero shoes, they are not only impressed by their external shoes culture, but also the quality from inside to outside.

For shoe companies, inventory is a concern for many enterprises.

How can we ensure that there is close to zero inventory while ensuring that goods are sold? Tu Chunrong's practice is worth learning from.

Tu Chunrong said that the biggest pride of a responsible shoe manufacturer is to put their shoes on the feet of consumers instead of turning them into unmarketable stocks and put them in the corner of the warehouse.

He pointed out that 20% of the explosions accounted for 80% of the total sales, and 80% of the products could reach seven days in order to ensure the timely delivery of the explosive products.

How can the terminal react with the supply chain and production link so fast? Tu Chunrong's practice is to aim at each item.

From the supply chain, development, production to sales, establish a unified ERP system and factory communication group to ensure that all the links can see the real-time inventory and sales of shoes. When the production chain sees the sales data of the products, it will decide whether the product needs to be manufactured or prepared in advance. When will the existing inventory reach the critical point of sale?

The most common stock problems of traditional shoe enterprises are usually two kinds: selling the goods to the stock and selling the unsalable products.

For offline stores, the biggest impact of the explosion may be the sales performance, but for the electronic business platform, the burst of goods will mean a decline in ranking and a drop in traffic volume. This effect is fatal.

Therefore, timely response to explosive products is particularly important for the brand of e-commerce.

When a reporter asked about the development plan of Future Ltd, Tu Chunrong told reporters: Xiamen's zero quality Shang pin Agel Ecommerce Ltd's current business includes two big pieces: first, the sales channel layout and product category expansion around Italy zero brand will continue to be strong and big zero brand; two, relying on the existing mature e-commerce marketing team, we will help some industry's influential brands (such as poetry sprout women's clothing and warm shoes, old shoes and other excellent brands) to carry out network sales, make stronger and bigger brands in the electricity supplier channel, and make brand matrix in the e-commerce platform, so as to better serve the development of zero.

In Tu Chunrong's view, shoe enterprises should develop steadily, not only to be proficient in products, but also to have electricity suppliers' thinking and use technology to reconstruct business.

"Tmall, Jingdong, vip.com as the representative of the traditional electricity providers today, traffic growth has been a bit slow, traffic is becoming more and more fragmented, the two category of electricity providers (information flow electricity supplier) has been driven by the maturity of AI technology, leading to the rise of new channel sales, such as today's first column, Tencent, Baidu, Phoenix network, micro-blog and so on. Shoes enterprises should know how to use the upgrading of Internet technology and the trend of electricity supplier flow to combine brand thinking with cross-border thinking.

Tu Chunrong said that in recent years, zero has moved from line to line, and the lower part of the line has formed strategic cooperation with women's clothing brand poetry. There are more than 1200 stores on the line of Shi Meng online. This provides the cornerstone for successful operation team and sales channel under zero degree online, and the successful online operation experience of zero degree also provides guidance for Shi Meng's development of e-commerce channel.

Tu Chunrong said, making brand.

No matter whether online or offline are different channels, eventually we should learn to look at the future development trend of the industry with a strategic perspective. It is particularly important to layout the strategic positioning of the brand in the next 5~10 years or even farther from today's perspective.

"Looking at the future development of the industry in the next 5 years, 10 years or even longer term with forward-looking thinking, from this point of view, the" Jinjiang experience "put forward by general secretary Xi Jinping in 2002 in the process of making shoes gives us directions and provides us with experience.

Tu Chunrong said.