Exclusive interview with Lin Rongzhou, Chairman of MLS: Innovation is the creation of products with unique qualities

Mr. Lin Rongzhou, Chairman of MLS, has been interviewed by reporters as many times as he can count on his ten fingers. The Shishi Jinjiang area, where many brands gather, is a special case. It started with casual shoes and has become a group company with more than a dozen subsidiaries.

Mu Linsen rarely spoke out. ?The quality is good, the product will speak for itself, and customers will feel comfortable wearing it. A good reputation for the product is the best advertisement? So said Lin Rongzhou, the founder of Simple.

The Effect of Famous Brands: Mulinsen’s Healthy Ecosystem

The number of times Mr. Lin Rongzhou, chairman of Mulinsen, has been interviewed by reporters can be counted on his ten fingers. This is true in a world where many brands gather. The Shishi Jinjiang area is a special case. From its humble beginnings in casual shoes to a group company with more than a dozen subsidiaries, Mulinsen rarely spoke out. ?The quality is good, the product will speak for itself, and customers will feel comfortable wearing it. A good reputation for the product is the best advertisement? So said Lin Rongzhou, the founder of Simple.

The original intention of the company is: one tree towers into the sky, two trees form a forest, and three trees form a forest. I only emphasize one truth: to do business step by step, and to be down-to-earth as a person. Only in this way can the enterprise become stronger and bigger. Today, the main business of this group that started in the shoe industry is still shoe products, with product lines ranging from Mulinsen casual leather shoes, cloth shoes, to outdoor shoes. Each product series is its own system, forming a healthy ecological closed loop.

Based on this brand concept, Mulinsen has also expanded into more than a dozen business areas: commerce, logistics Internet, finance, emerging industry investment, art collection, etc. Now Lin Rongzhou focuses more on coordinating and organizing the maximum utilization of resources among the various subsidiaries within the group, fully delegating power without laissez-faire, integrating subsidiaries with independent operating rights into a customer service system, and promoting 1 1gt;2 effect. This quasi-60s industrialist who has his own theory on shoe making and wearing shoes said: Only the wearer knows whether the shoe fits or not. Only the internal people know what kind of management model a company should adopt. is the best. ?

Corporate technology center, the "oxygen generating area" of Mulinsen products

"Chinese herbal therapy shoes", "massage soft sandals", "air cushion functional shoes" with "health" as corporate values The products developed by Mulinsen are often functional health shoes. For shoemaking companies, research and development is an important part of core competitiveness. Mulinsen Company has attached great importance to product design and development from the day it was founded. An advanced R&D institution, the Technology Center of Fujian Fusheng Shoes Co., Ltd., was established at the group headquarters, introducing advanced 3D shoemaking technology and fully automatic leather cutting machines, introducing overall solutions for shoemaking digital applications, and controlling all aspects with digital design. In terms of technical talents, research methods and product technological content, especially in the field of dermal technology, it is in a leading position in the domestic industry.

In July 2014, the Fujian Provincial Economic and Information Technology Commission released a report on the evaluation results of provincial enterprise technology centers. Enterprise technology centers with a score of 85 or above were rated as excellent. In the report, 320 companies were selected across Fujian Province, and only 43 were rated as outstanding, and Mulinsen, which scored 86.5 points, was one of them. The company's own technological development and innovation capabilities promote the close integration of scientific research and production and accelerate the industrialization of high technology. This is Mulinsen's secret recipe on the product side.

Based on this, Mulinsen’s footwear product lines have invested an astonishing amount in research and development. The R&D team in the field of Mulinsen casual shoes alone has more than 100 people, and technology R&D institutions are located in Guangdong, Chengdu and Dongguan, Beijing and other places. ?Consumers have the final say on whether shoes are good or not. Product developers must also communicate with consumers and understand their functional needs for shoes.

Each region has different needs, and we will also ask designers to collect this data to make good shoes suitable for people in different regions. The standards are: firstly, good clothing, secondly, health. ?Lin Rongzhou said.

? Healthy shoes are our ultimate pursuit. Next, various categories of Mulinsen Shoes will also launch their own products. Leisure footwear will launch GPS intelligent positioning filial piety shoes, driver's shoes, and functional shoes to prevent high blood pressure; pregnant women's shoes will also be launched in various categories in due course; outdoor shoes will use more innovative functional fabrics such as drainage, deodorization and sterilization. , assisting in outdoor sports and other functional shoes. ?The director of Mulinsen Planning Department told reporters.

Let partners who open stores make money: physical stores are no worse than e-commerce

Mulinsen, which was awarded the "China Famous Trademark" in 2006, has a brand value of 5.68 billion yuan. . Over the years, no matter how the outside world changes, Mulinsen has always moved at its own pace. The founder emphasized that "slow work produces careful work", not to be impatient, not to be aggressive, and not to stand out. This may be the mark of the times for enterprises that have gone through the changes of the times. .

Currently, Mulinsen Shoes has more than 3,000 offline physical stores, and its business models include franchise, joint operation, self-operation, etc. Regarding e-commerce channels, Lin Rongzhou has his own considerations: To be an e-commerce company is not just to promote online, but to have your own plan, otherwise it will harm the economic interests of franchise partners. ?

?Use good quality to impress consumers and let store partners make money. This is our goal. I dare say that since 2014, everyone has been closing stores, but our physical store business has been better. This is the key reason. ?At this moment, what Lin Rongzhou sees more is the rustic atmosphere of a shoemaker and the brotherhood with his partners.

So on the road of exploring how to combine online and offline markets, Lin Rongzhou considers more of shifting more profit points offline and presenting a highly realistic offline experience to consumers. Of course, if given the opportunity, Mulinsen is also willing to build his own official mall system: "We have needs in this aspect, but we need talents." ?;