The "Western China Shoe Capital Industrial Park" created in Wuhou District of Chengdu has officially started construction in July 2002. More than 80% of the province's shoe-making enterprises have gathered in the park, and those directly engaged in shoe-making production have gathered in the park. There are more than 1,200 enterprises, including more than 1,100 women's shoe manufacturers. Women's shoe production ranks third in the country, accounting for 98% of the region's shoe production. In 2005, self-operated exports were nearly 30 million US dollars. After three years of hard work, the Chengdu shoe industry has achieved fruitful results in industrial development and embarked on a second entrepreneurial journey. "This is a hard-won gold-lettered signboard, a rare regional brand business card, and a regional famous brand." Xu Yong, deputy secretary-general of the China Light Industry Federation and chairman of the China Leather Industry Association, who attended the awarding ceremony, highly affirmed Chengdu's shoe industry achievements, and encouraged that the creation of "Chinese Women's Shoes Capital" has no end, only a starting point. Chengdu's shoe industry must protect this brand and continuously enrich the connotation of "Chinese Women's Shoes Capital" so that It has become a gathering place for famous brands, celebrities and famous enterprises, and has become the "Silicon Valley" of independent innovation and the driver of the development trend of the innovative shoe industry.
The successful establishment of the "Capital of Women's Shoes in China" will inject new vitality into the development of Wuhou District's shoe industry, create new opportunities and provide a new platform. According to the relevant person in charge of Wuhou District, the Western China Shoe Capital Industrial Park will give full play to its brand advantages as the "City of Women's Shoes in China", accelerate the completion of the construction of the southern area, fully start the demolition work of the northern area, and accelerate the completion of the footwear brand enterprise base and The construction of the international trade center will ensure a new look in the construction of the park; further increase investment attraction efforts, vigorously introduce well-known domestic and foreign shoe companies, and ensure new progress in the introduction of domestic and foreign brand companies. Continue to follow the idea of ??"Build a center in Wuhou and build parks around it", accelerate cooperation with surrounding districts (cities) and counties, and strive to build Wuhou District into a production and processing headquarters center, R&D service center, and logistics and trade center for the footwear industry in western China. , talent training center, brand display center. The successful application for the "Chinese Women's Shoes Capital" has established a resounding overall brand for Wuhou Shoe Industry, and also laid the foundation for individual enterprises to develop in the direction of branding.
The development path of the "Lidian" brand
In 2007, Liu Anjie, a resident of Huaihua, Hunan, transferred the Chengdu Meiliidian shoe brand "Lidian and lidian" to "Be the first to register it as a domain name and put it up for sale on "Yiyu.com". After investigation by the Hunan Huaihua Intermediate Court, the "Lidian" brand belongs to Chengdu Meilidian Shoes Co., Ltd. and has been registered for a long time. After years of development, it has become a well-known trademark. Liu Anjie infringed on Meilidian Shoes. Ltd.’s exclusive trademark rights. In the end, the court determined that the Meilidian Shoe Company’s brands “Lidian and lidian” had become well-known brands after years of development and met the conditions for well-known Chinese trademarks stipulated in my country’s Trademark Law, and determined that Liu Anjie of Huaihua, Hunan Province constituted trademark infringement. Meiliandian Shoes Company finally got recognition of its trademarks "lidian" and "lidian" after arduous efforts to defend its rights.
Meiliandian Shoes Co., Ltd. was founded in 1991, formerly known as Chengdu Yuqi Shoe Factory. As the company continues to grow, it has developed into a high-end women's brand with more than 1,500 employees and an annual output of 1 million pairs of genuine leather. Shoes, a modern enterprise with an output value of 200 million yuan.
Since the company began to apply for registration of the "Lidian" trademark in 1997, it has always adhered to the path of brand strategy. In 2003, the expansion of the new factory was completed and its name was officially changed to Meilidian Shoes. In the early stage of development, Meilidian Shoes Company mainly focused on export. While developing its own "Lidian" brand, it also conducted OEM production for many foreign customers. The women's shoes produced by Meilidian Shoes Company are exported to Europe, the United States, the Middle East, Russia and other countries and regions. They are deeply loved by consumers and have gained a good reputation.
After settling in the Western Shoe Capital Industrial Park in Wuhou District, Chengdu in 2003, the company increased its efforts in developing the domestic market, aiming to build "Lidian" into the leading shoe brand in western China within 3 to 5 years. A well-known brand in the industry. As a result, Meilidian Shoes not only achieved its goal, but also took a big step forward. The company's good reputation and reliable quality assurance have already spread beyond the southwest and throughout China.
The company's efforts in brand building have been fully recognized by all walks of life and consumers. In 2003, Leilidian Shoes was rated as "Outstanding Unit of the Year" by the Sichuan Federation of Industry and Commerce; in 2005, women's shoes with the "Lidean" trademark were awarded by Sichuan Provincial Federation of Industry and Commerce. The Provincial Administration for Industry and Commerce was awarded the "Famous Trademark of Sichuan Province" and the title of "Sichuan Famous Brand Product" by the People's Government of Sichuan Province; in 2006, Xiong Daiyu, general manager of Meilidian Shoes Company, was awarded the title of "China's Famous Brand in 2006" by the China Footwear Federation. "Leading 100 People in the Shoe Industry", Meilidian Company was also selected into the "Top 100 Chinese Shoe Brands in 2006". In 2006, it won the "Top Ten Influences in the Women's Shoes Capital of China" at the International Sourcing Festival and Culture Festival of the Capital of Women's Shoes in China. "Power Brand" and "Top Ten Shoe Manufacturers in China's Women's Shoes Capital", and was recommended as a "Famous and Excellent Product" by CCTV TV Guide "Urban Life - Sichuan". Until it was awarded the title of "China's Well-known Trademark" in 2007, it can be said that Meilidian Shoes Company was taking solid steps to realize the road of becoming a famous brand of the "Lidean" brand step by step.
Unique corporate culture and management philosophy
From Yuqi Leather Shoe Factory to Meiliandian Shoes Industry, in the more than ten years of continuous development of the enterprise, Meiliandian people have always adhered to the principle of quality first, Integrity management has been unanimously praised by the industry and all walks of life. The company's corporate culture of "paying attention to details and people-oriented" has produced beautiful fruits under the hard work of all colleagues, forming a unique mission of "creating beauty and spreading beauty". The company's corporate culture has won good business reputation and social reputation for the development of the company.
When you come to Meiliandian Shoes Co., Ltd., a huge "M" comes into view, and there are 9 small "M" words scattered around it. This is the company of Meiliadian Shoes Co., Ltd. logo. This logo takes "Click on Beauty" as the source of creativity. "M" is the first Chinese pinyin of the word "美" and is surrounded by 9 small "M"s. The entire pattern forms a symbol for selecting objects when operating a computer. Icon, combined with the popular computer network, this logo is simple and elegant, with endless implications, showing a vibrant corporate image.
In Meiliandian Company, from senior managers to grassroots workers, everyone has a copy of the "Meiliandian Corporate Culture Manual". The contents of the manual are already familiar to employees, and they are familiar with corporate culture. The understanding has been perfectly reflected in the work, and the company's culture is passed on to all consumers through the products in hand at all times. Dedicating beauty has become the mantra and motto of Meidian people.
Looking through the "Meiliandian Culture Manual", the most impressive and distinctive thing is the "1234567" policy that integrates corporate culture and management ideas, using a simple digital menu to integrate company culture To communicate well with management concepts, let us interpret this "1234567" in detail.
"1"──"a culture". Any mature enterprise has its own corporate culture, which is particularly important in modern enterprises and is also an important magic weapon for attracting talents and gathering wealth. The corporate culture of Meilidian Shoes is to integrate employees' personal pursuits into the development of the company and realize the company's mission of creating and spreading beauty. General Manager Xiong Daiyu said: "Any company can only have one culture. A beautiful culture is one that is people-oriented, pays attention to details, and is full of love and home. We hope to see every department, every employee, and every management cadre working in Develop together on a unified cultural platform, demonstrate your abilities, charm, and reflect your own value."
"2"─"Two consciousnesses", namely customer consciousness and business consciousness. Customers are always right, and we are always right. This is the core of customer awareness. Only by paying attention to customer needs can we develop better. This has always been the principle that Meidian believes in. The so-called business awareness is efficiency, which specifically means increasing revenue and reducing expenditure. Only by opening up markets and reducing costs can enterprises become more competitive.
“3”──“3 threes”, the three elements of management: building a team, setting goals, and leading a team. Three principles for doing things: resolutely act according to the rules, implement unreasonable rules first and then report them, ask your superiors for instructions if there are no rules or act in accordance with corporate cultural values; three principles for solving problems: the customer's problems are the highest instructions, find the relevant responsible person to analyze the problem, and summarize, analyze and improve A problem has occurred.
"4"──"4 fours", four words of spirit: love, details; four fundamentals of the enterprise: quality-oriented, attention to details, controlling waste, and cultivating talents; four requirements of management style: seriousness, Strict, proactive, and efficient; four steps for problem communication: communicate directly with the responsible position, communicate with the superior of the position, report to your superior for help in communication, and find the boss of both parties to solve the problem with the superior.
"5"──"Five changes and five principles", five changes: from passive to active, from being responsible for people to being responsible for things, from one-way responsibility to multi-directional responsibility, from closed to open, and from qualitative management to Quantitative management. Five Principles: Service, Obedience, Level to Level, One Superior, and Results.
"6"──"Six major relationships and six mutualities", six major relationships: superiors serve subordinates, subordinates are responsible to superiors, superiors can skip levels to inspect but not to command, subordinates can skip levels to complain but not ask for instructions , superiors bear the responsibilities of subordinates, superiors care about subordinates and subordinates obey superiors, superiors evaluate subordinates, and subordinates evaluate superiors; six mutual respects: mutual respect, mutual trust, mutual understanding, mutual care, mutual cooperation, and mutual supervision.
"7"──"7 S", the 7 standards of management work. The English of each standard starts with S, which are sorting, rectification, sweeping, cleanliness, literacy, safety, save. The on-site management we are familiar with is 6S. At Meilipoint, cost saving is regarded as an important point, so it is 7S.
Under the simple-to-use culture and management system of "1234567", Meiliandian Shoe Company is booming. Workers are dedicated to their jobs, the quality of managers has improved, and the company has successfully used soft power to drive corporate development. Managers He even joked that the "Culture Manual" is the company's secret weapon. The "Three States and One Capital" of China's shoemaking industry
In the eyes of professionals, China's shoemaking industry is divided into four centers: Wenzhou in Zhejiang, Quanzhou in Fujian, Guangzhou, and Wuhou in Chengdu, known as the "Three States and One Capital". One state and one capital.” Among them, Wenzhou in Zhejiang Province mainly produces leather shoes, among which brands such as Red Dragonfly, Aokang, Kangnai, and Gilda are relatively well-known in the country; Quanzhou in Fujian Province is famous for the production of sports shoes, and its well-known brands in the country include Anta, Fuguiniao, Delhui, and 361 , Xtep, Peak, Jordan and dozens more; Guangzhou is the earliest and largest shoemaking and sales base in China. According to statistics, there were 16,620 footwear companies in June 2006.
Wuhou District of Chengdu mainly produces women's shoes and is the capital of women's shoes in China, with an annual output of more than 100 million pairs of shoes. We are planning to build a large-scale commercial service plaza integrating R&D, production and sales, such as Huijin International Plaza. As of 2007, the "Chinese Women's Shoes Capital" Park in Wuhou District, Chengdu has 1 national "export inspection-free product", 1 "China's well-known trademark", 2 "China's famous genuine leather shoes", and 2 "national inspection-free products" , 17 "Genuine Leather Marks", 7 "Sichuan Province Famous Trademarks", and 2 "Sichuan Province Famous Brand Products". There is still a big gap between Chengdu Wuhou and the other three major shoe industry bases in China in terms of shoemaking. There are not many brand companies and the scale is small, so it is at a disadvantage in the competition. As a rising star, Wuhou Shoemaking Industry accurately chose women's shoes as a breakthrough point, and established the "Chinese Women's Shoes Capital" with its characteristics and the advantages of Chengdu's shoemaking industry in craftsmanship for many years. In July 2007, the Chengdu Municipal Government formulated the "Chengdu Shoemaking Industry Cluster Development Plan", the biggest highlight of which is to build Chengdu into the largest shoemaking base in the country. The "Plan" points out that the total output value of Chengdu's shoemaking will reach 50 billion yuan by 2010, and will reach 100 billion yuan by 2015, becoming the largest shoemaking base in the country.
In order to further expand the international market, strengthen international cooperation, and promote local enterprises to participate more in international competition, in 2006, the Sichuan Provincial People's Government and the Chengdu Municipal People's Government jointly organized the "2006 Women's Shoes Capital of China" International Procurement Day”. From October 12th to 14th, 2007, the second International Procurement Festival will be held at the International Trade Center of the Capital of Women's Shoes in China. At that time, Italy and Spain will organize 50 domestic shoe companies to participate in the procurement festival and hold the International Procurement of the Capital of Women's Shoes. The festival is an important measure for Chengdu's shoemaking industry to integrate with international standards and participate in international competition.
Faced with the increasing appreciation of the RMB and weak export demand caused by the economic and financial crises in Europe and the United States, Huidong women's shoes have strengthened market development in emerging economies, including South America, Southeast Asia, Africa, etc., and at the same time adapted to the e-commerce era development trend, further support new e-commerce enterprises, improve product quality and qualification rate, and enhance the influence of independent brands.