In May 27th, "in Zhongshan's three townships, a shoe shop called Footzone (Bao Yuan shoemaker) was found with NIKE, ADIDAS, CONVERSE, REEBOK and so on. Lining , Anta Famous at home and abroad brand Are these shoes real or fake? Haven't you heard of these big brand stores going to town? "

This is a reporter's friend's question. When the reporter turned the question to the responsible person of the three towns, he smiled knowingly. He can be said to be the witness of the birth of Bao Yuan shoemaker and even involved in the planning. He can tell the public and consumers that these shoes are genuine products.

Build self brand

Baoyuan shoemaker is the shoe industry access brand built by Baoxiang shoe factory of three townships and its parent company Taiwan Baocheng international group. It is the product of the transformation and upgrading of the foundry enterprise. It was officially released in three towns in June 2010.

As the world's largest brand sports shoes and casual shoes manufacturing group, Baocheng has been making low-key ODM or OEM manufacturing for more than 60 famous international and domestic brands for many years. Among them, there are more than 10 famous brands at home and abroad manufactured by Baoyuan shoe factory in three townships.

In recent years, especially since the outbreak of the world financial crisis in 2008, with the transformation of economic structure and the rising cost of human resources, the manufacturing industry has had a profound impact on the manufacturing industry, and the desire of OEM enterprises and local governments to create brands is more intense. Due to its own development needs and strong support from local governments, Baocheng has taken the road of transformation and upgrading based on the advantages of manufacturing industry chain, scale effect and meticulous management of the footwear industry, ensuring the superiority of manufacturing industry, creating and launching channel brand Baoyuan shoemaker, from Baocheng manufacturing to Baocheng creation.

After all, the foundries are at the bottom of the "smile curve" with the lowest added value. The creation of Bao Yuan shoemaker is the hope of integrating the smile curve of manufacturing, technology and brand to serve the maximization of interests. Zhang Yuzhou, executive deputy general manager of Zhongshan Bao Wei Trading Co., Ltd., who is responsible for the operation of Bao Yuan shoemaker, said, "this is also our original idea of creating Bao Yuan shoemaker."

Deep tillage domestic demand market

In fact, Bao Yuan shoemaker is a multi brand franchised shoe store, which is a sales platform for all kinds of shoes and shoes. The emphasis is not on a single brand, but on the manufacturing quality and manufacturing process under the concept of Bao Yuan shoemaker.

The reporter saw in the three Yuan Bao Yuan shoemaker demonstration shop. There are famous brands such as Nike, Reebok and Lining from Bao Yuan foundry. They also have their own brands: FOOTSPORTS sports shoes, RY-EE fashion shoes, FOOTZONE casual shoes, TAKIN outdoor sports shoes and children's shoes. The selling price is relatively cheap. "All these shoes have a common feature: they are developed, manufactured and supervised by Baocheng group, representing the excellent blood quality and quality of the world's top quality products." Zhang Yuzhou said that the brand products of "Bao Yuan shoemaker" store and the brand products of "Bao Yuan shoemaker" are very close to the people.

In the summer of 2010, the first model shop of Bao Yuan shoemaker was born in three villages and towns. With the increasing sales outlets in three sales areas centered around Guangzhou, Shanghai and Beijing, 17 Jiabao yuan shoemaker shops have been set up in the whole country, including 6 in Guangdong, including Zhongshan. Bao Yuan shoemaker intends to base on Zhongshan, deep plough the Guangdong market, attack the four or five line city and the grass-roots market, will carry out a town, a store layout in Zhongshan.

It is understood that Baocheng group, especially in Baoyuan industrial zone of the three townships, has set up a group of shoe manufacturing museums to demonstrate the strength of Baoji group's classic footwear and strong footwear industry in the past 40 years. Let consumers have the opportunity to personally understand the relevant manufacturing background and process of Bao Yuan shoemaker, and establish confidence in the new brand. {page_break}

To deal with new challenges

It is understood that, unlike the practice of general enterprises, Baocheng group and Baoxiang shoe factory of three townships have not abandoned the familiar foundry business while upgrading and upgrading. Instead, they have launched their own brand tour under the premise of ensuring the advantages of manufacturing industry without affecting the interests of the cooperative brands at the manufacturing side. For transformation and upgrading of enterprises to reduce risks, but also to the world to show their own R & D and brand strength. As Zhang Yuzhou said: "Bao Yuan shoemaker, supporting it behind the back, is the brand influence of the world's top footwear enterprises. While helping international brands, we also have the ability to design and develop products for consumers individually.

However, from the foundry to brand and sales, after all, it is a completely new field. "Managing brand, retail thinking and doing foundry, factories are completely different concepts. Making factories is a cost reduction, while managing brands is value creation." Zhang Yuzhou did not dare to be careless. He was making full efforts to carry out the talent training plan. He hoped that the team would turn from factory management thinking to brand building thinking, so as to better promote the new chapter of "the two venture".