Daphne women's shoes swept a beautiful 100% of the mainland market

At first, he was unintentionally trying to insert Liu, in order to digest inventory, Daphne women's shoes into the mainland market, did not expect to become popular. How did Zhang Wenyi do it?

The world is unpredictable, this sentence confirms Daphne CEO Zhang Wenyi who is the most appropriate. 24 years ago, he took a group of five workers, rented a factory with his friends, started to export women's shoes in Taiwan, Zhang Wenyi; 13 years ago, he went to invest and set up factories in the Mainland; 8 years ago, in order to digest stocks, he switched to the domestic market, and created his own brand. Daphne’s women’s shoes have become one of the most popular brands in the Mainland for the past five consecutive years. The annual turnover is RMB 600 million. The annual production of more than 30 million pairs of women’s shoes accounts for nearly 20% of the market. Nearly every pair of senior women shoes sold in the mainland has a factory owned by Zhang Wenyi's Yongnen Group (a total of six factories in the entire country, employing 20,000 people, and the turnover of foreign OEMs is also 1 billion).

Zhang Wenyi, who set up a factory in Putian, Fujian in 1988, is like the first batch of Taiwanese businessmen who rushed to the mainland. Most of them are typical owners of small business owners. Unable to raise Taiwan’s wages and land costs, they are shifting their production lines to the mainland. “In any case, orders and raw materials The same is from abroad, and it is done in an old fashioned way. It feels like moving the factory from Taichung to Kaohsiung. It will soon begin to be mass-produced!" Tired is the backwardness of living conditions. Zhang Wenyi still remembers the aircraft at that time. There are only two flights a week, and the phone often fails to work. Today, Daphne's distribution system can be "today's shoes sold, within 24 hours to fill up", "a beautiful 100%, beautiful does not discount," the TV ads in depth throughout the broadcast throughout China Even he himself was amazed at the rapid economic growth in the Mainland in recent years.

The "noble expensive" strategy works

Asked how Daphne successfully laid the mainland women's shoes market?

Zhang Wenyi replied in a straightforward manner that in 1992 it was purely to solve the problem of exporting inventories before it was transferred to the domestic market. “It’s so unintentional to insert Liu. We can only say that we’ve got the cards early, we’ve got ads in the beginning, and we’ve got fierce ads. The shoes are really comfortable and stylish and the 'noble' price strategy works!"

It is understood that the Yongen Group's initial investment in the mainland is only 15 million yuan, and Daphne’s first-year advertising budget for women’s shoes is as high as 10 million. Therefore, it is said that it is "inadvertently inserting willows," but it is actually "very carefully" operating. For example, Yongen’s after-sales service emphasizes the “three guarantees” policy of guaranteeing repairs, replacements, and refunds within three months, making consumers in the Mainland feel comfortable. Another example is the design of women's shoes and attaches great importance to the investigation of women's foot patterns in each province: like the northern foot, the southern foot, the same riding boots, Beijing female guests to wear real leather, plush plush warmth, Shanghai woman Emphasizing good-looking styling, followed by high, and temperature disparity also affect the delivery time...

In order to always stay ahead in the women's shoes market, with a certain sense of texture and streamline shape, Yongnen Group also invited designers from Italy to help out; basically, Daphne's women's shoes keep up with fashion, has a certain taste, it is As foreign goods, but the price is a bit expensive and not too expensive, taking into account the pockets of beauty-conscious women, will deeply seize the hearts and minds of consumers.

In order to better fit the needs of consumers, in 1996 Daphne switched from a women's shoe wholesaler to a shop, and now there are more than 300 directly owned stores (48 in Shanghai), and there are 100 counters in department stores. A number of them, the rest are buy-out agents, a total of more than 800 marketing outlets across the country. Zhang Wenyi's analysis of the advantages of opening a store is: “We will not let the retailer control you and be led by the nose”. In the past, it was good that the retailers would purchase the goods at the beginning of the year, but at the end of the quarter they would not be afraid to sell them. Restocking, many stocks can not be handled, the sales dominance is completely in the hands of others, "now sell their own, the price can be entirely owned by their own."

After several years of hard work in the domestic market, Zhang Wenyi found that although large cities have a large population and a large amount of sales, their relative rents are also very expensive and costly. The real money makers are secondary capital cities, such as the same size stores in Shanghai and Suzhou. The turnover in the past year is almost the same, but the rent for the former is about RMB 1.4 million in one year, and the rent for the latter is only RMB 400,000.

In the past, Zhang Wenyi has been envious of Payless, the largest shoe store in the United States. The orders are as large as 1 million. They can sell tens of millions of shoes a year. To reach the scale of mass production, Daphne’s direct sales stores are expected to Open to more than 3,000, "If a shop can sell 50 pairs of shoes a day, 3,000 are 150,000 pairs, a year will not be able to sell 50 million pairs comparable to Payless?"

The vast domestic market in the Mainland does make many people come here to realize their dreams, but as Zhang Wenyi has reminded, “Here is not a lot of gold everywhere. It will only be successful if you rely on diligence, skill, and system to manage your business.” "The two words describe the hard work spirit of the Yong En Group. Whether it is Taiwan or mainland officials, they must get up at 6:40 every morning, have breakfast at 7 o'clock, and wait until 10 o'clock to rest. "We manage He is very strict, and he is fired if he is not good."

Looking at the domestic skills of the Yongen Group, two years ago, Taiwan's real pot coffee took the initiative to find the door. At present, the two sides have opened 13 chain stores in Shanghai, and even a total of 16 stores in foreign markets, 80% of the stores have been profitable. In addition, Nike Sports Shoes also signed the right to sell the mainland market to the Yongnen Group this year, the first flagship store has opened at the end of June last year. Obviously, Zhang Wenyi’s future intentions are not only to dominate in the women’s shoes market, but also to lay another sky in the passage of sports shoes.