What Should Wen Learn During The Inspection Tour Of Baili Shoes

"Shocking!" On the evening of April 25, at the Nippon Thai Group Belle learning, investigation and sharing meeting held in Shenzhen Xindu Hotel, Jin Zhexin, chairman and president of Nippon Thai Group, used these two words to describe his new Belle shoes Visit to Industrial (Shenzhen) Co., Ltd.

Ritai Group is the first Wenzhou shoe enterprise that has been approved to visit Baili in an all-round way so far. Belle, with a Hong Kong background, adopts an operation mode that is in line with international standards. At the same time, Zhao Xiaolong, the Ordos dealer who sells Belle shoes and Aokang shoes, once sighed that he has sold Belle shoes for more than ten years, not to mention the face of Deng Yao, the chairman of the board of directors of Belle International, nor Sheng Baijiao, the CEO of Belle. When I went to Belle to hold an order meeting, I took my 15 yuan lunch voucher to the canteen. No one greeted you. Aokang still has a human touch. Every time you place an order with Aokang, you can meet Wang Zhentao, the chairman of Aokang, to talk or say hello.

As a result, Nippon Thai was allowed to visit Belle this time, which was particularly concerned by Wenzhou footwear industry peers.

　 No employee in the 260 mu factory area is loitering. Employees even go to the washroom, and they will place a vacancy sign on the location

At 2:30 p.m. on April 25, the reporter accompanied 16 senior executives of the Ritai Group's "mutual learning and progress, entering the Pearl River Delta" study delegation to Xinbaili Shoes (Shenzhen) Co., Ltd., located at Huaning West Road, Dalang Street, Longhua New District, Shenzhen. The factory is one of the seven manufacturing bases of Belle International in mainland China.

During the 3-hour visit and inspection on the same day, the management level of Belle's employees was admired by Jin Zhemin, Vice Chairman of Ritai Group: "There are more than 13000 employees in the 260 mu factory, but no employees walk around the factory during working hours; unlike the factory of Wenzhou shoe enterprises, the children of management personnel run around and the employees shake around."

Jin Zhemin noticed that in Baili's production workshop, even if employees have nothing to do for the time being, they are still sitting on their own posts. Unlike Wenzhou shoe enterprises, when the workshop is not busy with production, employees walk around, wandering around, "Baili employees even go to the bathroom, will put the" lack of post card "in place to let the management know."

　　 New employees should learn corporate culture and technology before professional training

How are high-quality employees cultivated? Gao Shanfang, Manager of Quality Management Department of New Belle Shoes (Shenzhen) Co., Ltd., said that new employees of Belle should receive training on corporate culture and corporate philosophy. If you are a technician, you should go to the company's training center to receive professional training. "If you are a simple position, you should be taught by the master in the workshop."

Jin Zhexin recognized this: "Wenzhou shoe enterprises generally do not carry out professional training and put it directly into the workshop after they recruit technical workers, which actually causes great losses. If employees don't even agree with the enterprise philosophy, how can they work well?"

　 260 processes to make a pair of shoes Currently, Wenzhou shoe enterprises generally have more than 100 processes

Gao Shanfang, manager of the quality management department of New Belle Shoes (Shenzhen) Co., Ltd. and Luo Hongwei, manager of the enterprise development department, who were responsible for the reception, said that in order to make shoes better, the soles and midsole of Belle shoes were produced by the company itself, rather than being purchased from other shoe companies from sole factories. "In this way, the soles and uppers fit more accurately and the shoes are more comfortable." Therefore, Belle makes a pair of shoes, which is subdivided into 260 processes.

Jin Zhihua, the vice president of Ritai Group, who has been working as a shoe maker for nearly 20 years, sighed that although there are only two employees in some of Belle's 260 processes, each process has detailed process instructions, and the degree of standardized production is quite high.

The reporter checked and learned that at present, there are more than 100 processes for Wenzhou shoe enterprises to produce a pair of shoes on the assembly line. Even though Zhejiang Aimanlian Shoes Co., Ltd., the first "provincial fine management demonstration enterprise" in Wenzhou Shoes Industry, has fewer than 200 processes. Zheng Xiao'an, the assistant general manager of Aiman Lian in charge of production, said yesterday that although Wenzhou shoe enterprises can also subdivide the process to about 260, the management cannot keep up after the subdivision.

　　 "Legend of Chinese Shoe Industry" Belle

Belle's development in the mainland is actually younger than many Wenzhou shoe enterprises. "Belle" brand was registered in Southeast Asia in 1979, and the first factory was registered in mainland China in 1991. On March 8, 1992, Belle women's shoes were put into production in Shenzhen. Wenzhou shoe enterprises, such as Kangnai, Aokang, Ritai, Juyi, Aolun, Gilda, etc., were mostly founded in the middle and late 1980s.

According to the information disclosed by Belle International, its sales revenue last year was 32.859 billion yuan, its profit was 5.4029 billion yuan, and its market value was 113 billion yuan. Sheng Baijiao, CEO of Belle, believes that when an enterprise has a mature brand, it can choose manufacturers at will. As long as the quality meets the requirements, it can make profits without too much investment in fixed assets.

As of December 31, 2012, Belle had 17712 self operated retail stores in mainland China and 148 in Hong Kong and Macao. Among the top ten women's shoes sold in China last year, six brands belong to Belle Group: Belle Belle (first), Teenmix Tianmeiyi (second), Tata Tata (third), Staccato Scarlett (sixth), Senda Senda (seventh) and BASTO (ninth). Among them, Belle brand has occupied the first place in sales of women's shoes in China for 17 consecutive years.

There are 30 international shoe brands represented by Belle, including Bata, ELLE, BCBG, Geox and Merrell. Belle is also one of the largest sports goods retailers in China. Its brands include Nike, Adidas, Li Ning, Kappa, Levi's, etc.

The testing equipment is very advanced and practical. The staff develops "unique weapon"

When visiting Belle's laboratory for testing shoe quality, he visited China many times Leatherwear Teng Zhijie, vice president of Nitai Group who observed with the Research Institute of Shoe Industry, found that Belle's testing equipment was advanced and practical. In contrast, he said that the China Leather and Shoe Industry Research Institute had only one set of testing equipment worth several million yuan, but Belle had bought three sets and they were all running.

The management of Belle told the reporter that Belle has not only purchased the most advanced testing equipment in the world at present, but also developed many production equipment by its employees in production practice, which has become Belle's "unique weapon".

　　 designer It is not allowed to imitate each other

Last 3 transferred or eliminated

At the exchange forum between the two sides, Jin Zhexin asked the relevant person in charge of New Belle Shoes (Shenzhen) Co., Ltd.: there are more than ten women's shoes brands owned by Belle International, how to solve their R&D and design problems, and how to keep each brand's women's shoes unique?

It is understood that there are two secrets of Belle International: first, shoe pattern designers inside the company are not allowed to imitate each other, "but you can refer to the shoes of other companies"; Second, Belle International has a strict three-month assessment system for the shoe pattern designers of all its brands, and the last three are transferred and eliminated.

Gao Shanfang, manager of the quality management department of New Belle Shoes (Shenzhen) Co., Ltd., said that traditional industrial enterprises such as shoemaking could not control external factors such as the price rise of raw materials, but could tap potential from inside and improve efficiency from management.

　　 A team of more than 20 people engaged in corporate culture

April 23 is World Book Day. On the afternoon of April 25, when visiting Belle, Jin Zhexin found that the blackboard newspaper in the factory area of Belle had a full page of the reading day. In addition, Belle employees made a flower from waste leather and pasted it on the blackboard newspaper, which looked very fashionable.

"Only by serving employees well can we serve consumers well," Luo Hongwei, manager of the Enterprise Development Department of New Belle Shoes (Shenzhen) Co., Ltd., explained that the company has a team of more than 20 people engaged in corporate culture, including publishing two issues of enterprise newspaper every month to teach employees to dance and keep fit.

　　 >>>Reporter's Notes on Belle's "Catfish Effect"

If Wenzhou shoes and clothing brands want to enter large department stores, they have to "seek" department stores. However, department stores have to "seek" Belle because its multi brand strategy of "private brand+international agent brand" has monopolized scarce and high-quality channel resources in the department store industry. This "catfish effect" of Belle has also promoted the awakening and progress of Wenzhou shoe enterprises.

On May 23, 2007, the news that "Belle International was listed in Hong Kong and raised funds of 8.6 billion yuan that day, with a total market value of 67 billion Hong Kong dollars", such as the dropping of a heavy bomb, woke up the Wenzhou shoe enterprises that had been sleeping for many years, and made some bosses of Wenzhou shoe enterprises feel an unprecedented sense of crisis.

In the morning of the next day, Red Dragonfly Group held an emergency middle and high level meeting to discuss countermeasures. Qian Jinbo, chairman of the Red Dragonfly Group, said in the first sentence at the meeting: "Belle may come to merge us at any time!" Qian Jinbo said: "My first feeling is that Belle will buy whoever it wants now once it is listed. If Belle sends an invitation, I can refuse, but it is not difficult for Belle to buy a men's shoes brand similar to Red Dragonfly, which will also make me very passive."

Wang Zhentao, the chairman of Aokang Group, has said on many occasions that the listing of Belle has touched him a lot. "My heart has been hanging on for more than half a year since its listing, because the Chinese shoe industry will be reshuffled." Wang has also repeatedly mentioned the benefits of listing for Belle. At the "Aokang International Spring Festival Summit" held at the beginning of this spring, he mentioned again that Belle's annual sales increased from 67 billion yuan when it was first launched in 2007 to more than 30 billion yuan last year, which is equivalent to one new Belle every year, "The era of shoe industry integration has come, and enterprises can only become bigger and stronger and continue to survive in the market by virtue of the capital operation of the listing society." He did not hesitate to say that Belle's listing has accelerated the process of Aokang International's listing.

Jin Zhexin, chairman and president of Nitai Group, sighed that Senda ranked first and Baili ranked sixth among the "Top Ten Shoes Kings in China" awarded by China Leather Association in 2000, but in only seven years, "the sixth man has eaten the boss". After the listing of Belle in May 2007, it acquired Fila and Miaoli with 380 million yuan and 600 million yuan respectively. In November of that year, it acquired Senda, which once held the title of "China's first men's shoe brand", with 1.6 billion yuan.

This "catfish effect" of Belle has driven a number of Chinese shoe enterprises, such as Anta, Tebu, 361 degrees, Hongxingerke, Saturday, Aokang, etc., to the capital market for listing, and has also made Red Dragonfly, Kangnai, Yierkang and other shoe enterprises intend to speed up their IPO process.