It Must Be High: A Shoe Business With A Brand Name.

　 "As a factory, we must have integrity and be steady." Must climb high Chairman, shoe leather Co., Ltd. Liang Yuan Guang Say.

In nearly 3000 different styles of leather shoes exhibition venues, businessmen from all over the country and overseas have expressed their exclamation: just one brand, thousands of styles can be updated within a short span of one year.

This brand is much more famous than it is. It has been widely known in all more than 500 chain stores, more than 600 stores, counters or more than 1200 outlets in the country.

Liang Yuanguang's name may be far from known. However, it is such a private entrepreneur who grew up in Heshan and spent more than 10 years to build the first brand of footwear industry in Heshan and even Jiangmen, and is among the top ten brands in the footwear industry.

It is the strong strength of brands such as "must go high" that has driven Heshan into a shoe industry base with more than 360 shoemaking enterprises and a certain influence in the whole country.

　 Spell out the "senior" commander

It is difficult to hook up Liang Yuanguang, the plainly dressed and approachable man, with the chairman of the famous "Deng Dachu" shoe industry. However, the handsome young shoemaking in the industry does have a unique personality charm. At least in the bosses of the shoe industry in Heshan, Liang Yuanguang has all thumbs up. In addition to his brilliant achievements now, another important reason for his respect is that one of the first shoemaking enterprises in Heshan was one of Liang Yuanguang.

In 1985, after working in Guangzhou for two years as a shoe factory director, Liang Yuanguang resolutely returned to Heshan and used the 30 thousand yuan savings to run factories. At that time, 200 square meters of private houses were hired, dozens of workers were invited, and the factory name was crane shoe factory. In 1987, the output value of crane shoe factory was only 100 thousand yuan, a typical family small workshop type enterprise. However, such a small workshop shoe making enterprise is still a "rare thing" in the eyes of Heshan people at that time. In 1987, there were only 4 shoemaking enterprises in Heshan: Qianjin shoe factory, Huaqiang shoe factory, Dafa shoe factory and crane Hua shoe factory of Liang Yuanguang.

That is to say, the footwear industry in Heshan was just sprouting up in 1987, and everything was groping.

"From 1987 to 1990, 3 years is the most difficult years to start a business." Liang Yuanguang still remembered clearly. At that time, because the shoe factory was not large, the capital and manpower were very limited. Liang Yuanguang was a buyer, a transportation worker and a salesman. He worked all day from morning till night. Without a car, he would ride a bicycle and squeeze a bus. There is one thing that Liang Yuanguang has never forgotten. In 1988, he was transported to the Huadu by himself in a Chinese bus. On the way, China Pakistan suddenly caught fire, and more than 6000 yuan of goods were burned. Fortunately, no one was hurt. At that time, a person standing on the road, that helpless pain and entrepreneurial hardships, only Liang Yuanguang himself can feel.

In 1990, Liang Yuanguang's enterprise had the first freight car, the scale of the enterprise also expanded rapidly, the output value of one year reached about 2000000. As the predecessor of the "BDG", the crane shoe factory at that time did not have its own brand name, nor did it produce leather shoes. It mainly produced low-grade women's fashion shoes, 10 yuan and a pair, the price was not high, and the added value was also very limited. However, at that time, the whole Chinese footwear industry was not developed, and the market demand was very large.

Liang Yuanguang caught up with this rare development opportunity and excavated the first barrel of gold in life. In 1990, Liang Yuanguang bought 720 square meters of land, second years, the construction area of 1000 square meters of the new factory opened, crane shoe factory also renamed the letter Hua shoe factory. Because the market of medium and low grade fashion shoes is becoming saturated and lacking of core competitiveness, Liang Yuanguang looks at the market and quickly shifts to the manufacture of men's leather shoes. This is a market that we are looking forward to. The men's leather shoes of Guangzhou shoes factory are popular, and the batch products are distributed from five wholesale markets in Guangzhou, Dongguan, Huizhou, Zhanjiang and Jieyang to all parts of the country.

At that time, the shoes produced by Xin Hua shoe factory had not applied for their own brand, but the word "Xin Hua shoe factory" had been clearly printed on the trademark. Due to production and marketing, the output value of Xin Hua shoe factory is about 1994, reaching 20 million. At the age of 30, Liang Yuanguang became a famous young pioneer in the footwear industry of Heshan. {page_break}

　 15 million strength of brand promotion fees

Today's brand names, which are made up of red balls, leaf shaped green blocks and Blue English word "pitanco", may be widely known today. Perhaps few people know that from its creation to popularization, it cost about 15000000 yuan in 5 years.

Like Liang Yuanguang's name, he is indeed a private entrepreneur with great insight and courage.

In 1995, Liang Yuanguang hired an overseas student in Hongkong to design a brand logo, which is the pattern familiar to people today. In order to facilitate the promotion in the domestic market, at the same time, we have also designed 3 words for transliteration "must climb high", and 3 Chinese characters have gradually changed from low to high, implying a firm and firm style of enterprise stepping step by step and step by step. In the same year, the registered trademark was formally applied to the trade and Industry Bureau. In addition, a patent has been applied to the design of leather shoes packaging and handbags.

Looking back to the 1995 shoe industry in China, brand awareness has just been enlightened, and only a truly influential brand is Jiangsu. In order to popularize the brand quickly for the majority of consumers, in 1996, Liang Yuanguang invested 1 million 600 thousand yuan in advertising expenses at CCTV, and concentrated propaganda. According to the data, this is the initiative of the Chinese footwear industry to establish a brand image by CCTV media. New and fashionable appearance packaging, brand design and strong media promotion, the name "must climb high" is quickly known.

According to statistics, from 1996 to 2000, a total of $about 15000000 will be spent on advertising, advertising, publicity, etc. through television, magazines, newspapers, road signs and other advertising media. The formation of brand quickly brought visible benefits. The performance of enterprises has doubled and doubled. The increase of quality and brand awareness has increased the added value of products by tens of dollars at a time, and the average price of each pair of shoes is more than 100 yuan.

A good brand provides a unique platform for the innovation of marketing mode. Liang Yuanguang is acutely aware of the need for a brand new marketing model for the "must go" brand. In 1998, the company began to change its original operation strategy of "vendor pool" and "multi-level distribution", and took Hunan Province as the pilot to take the lead in implementing chain monopoly. Through the investigation and subdivision of the market, and giving the dealers many favorable conditions in the capital, freight, advertising and store layout, the more than 60 stores and more than 50 stores in the middle of the store monopolized the whole sales performance, which caused a sensation.

　 Four years go high and go far.

Perhaps most of the private entrepreneurs in the industry did not expect Liang Yuanguang to play such a big and loud voice.

The "Hunan experiment" is actually a diffusion of brand effectiveness. Since 2000, Liang Jinshui has popularized this model in the whole country. Up to now, it has opened more than 500 chain stores, more than 600 stores, stores or counters and more than 1200 sales outlets nationwide, and has been managed by 30 marketing organizations under the guidance of the East West link and the North South echoing marketing pattern. A sound marketing network enables timely feedback of market information. This virtuous cycle has increased the number of domestic sales of the BD shoe industry to 800 thousand pairs, with sales amounting to about 80000000 yuan.

By virtue of its brand awareness in China, we began to aim at the international market in 2000. In 2001, the first international order Liang Yuanguang received was 3600 pairs of shoes. In 2002, the export volume of the required heights reached US $4 million; in 2003, it was nearly US $8 million; in the first half of 2004, it reached US $10 million. Compared with the domestic market, the sales volume of the international market has increased rapidly, and the products are exported to 28 countries.

In the past 4 years, the "brand height" of the brand has made great strides in the domestic market and the international market. At present, it is a large shoe manufacturing enterprise with an area of 20 thousand square meters, with more than 1600 employees, an annual production capacity of 2 million pairs, and an annual production value of 200 million yuan. Now, there are more than 100 enterprises in China doing OEM for the required heights. Such a phenomenon of "privileges" enjoyed only by internationally famous brands is also written by such a private enterprise.

Liang Yuanguang's pay and attention to the brand has been highly recognized by the industry and society. In 2002, "Guangdong famous brand", "China real leather trademark" and "Guangdong famous brand products" and other honorary titles came to us. Knowing the hardships of creating famous brand, Liang Yuanguang also realized how to protect it. Patten not only applies for patents in the country, but also signs the trademark of Patten in 14 countries such as the United States, Germany, France, Italy, Spain and so on, and applies for brand protection.

In July 2004, we agreed to cooperate with people and set up a brand new marketing company by injection 20 million.

In 2004, we must apply for "China famous brand" and "China famous trademark".

In the next 5 years, we must buy 200 mu of land and build a modern high tech Industrial Park.

One Brand weaving Of Shoe industry miracle It has been born, and the deification of a "shoe Dynasty" is being continued.