Consolidate Internal Strength And Win Step By Step

An exclusive interview with Mr. Huang Tongbang, chairman of Tong Bang Group Co., Ltd. is a modern enterprise that produces and sells all kinds of casual leather shoes. The leading product is "TOBE" leather shoes. It has two series of more than 300 varieties, gluing and injection molding. It sells about 3000000 pairs of leather shoes every year and sells well in 30 provinces and cities in the country. It is exported to more than 20 countries and regions such as the United States, Japan, Southeast Asia, Europe and the United States and the Middle East, and is well respected and favored by consumers both at home and abroad.

Mr. Huang Tongbang, chairman of the Tong Tong Group, advocates "business and nature", that is to do what he should do and do his duty.

It is based on this simple and natural concept that Mr. Huang Tongbang has led the development of the United States from the original shoemaking workshop to one of the largest manufacturers of injection molded leisure shoes in southern Zhejiang, and has become the leading export enterprise of casual shoes in Wenzhou, and has become a group company with an annual output value of nearly 3 hundred million.

World shoe industry: which year did you associate with your shoes? What prompted you to get involved in the shoemaking industry? What was the biggest difficulty in the first few years? Mr. Huang Tongbang (hereinafter referred to as "Huang"): when he was young, Xin Huang always had a wish that he could not return to the life of the older generation when he grew up.

In the early days of the early 80s, when the family was poor, but just in time for the national reform and opening up era, I started to tie up with shoes, and I ventured to rent hundreds of thousands of square meters of houses to run a shoemaking workshop.

However, in 1987, after the incident of burning Wenzhou shoes in Hangzhou Wulin gate, the direction of progress was somewhat confused.

But I know that the market is cruel. If you fall down, the market will be occupied by others.

Why the fire of Wulin gate will be ignited, in the final analysis, is the quality problem.

Just like seeing a doctor, do not know what disease, this disease is very hard to cure.

Therefore, we must continue to take a good road for future development.

At that time, the Wenzhou municipal government also attached great importance to the quality of Wenzhou shoes.

In 1995, I invested 20 million yuan from Germany to import two DESMA and even helped the injection molding assembly line. At that time, there were only five pieces in the country, and we had two.

World shoe industry: after years of development, the "TOBE" brand has gained popularity and influence. In 1999, Tong bang was awarded the national excellent footwear recommendation brand. In 2001, it won the title of China leather label product. In 2002, it was selected as the national rabbit inspection product, and this year it has been identified as China's trademark.

What do you think is the main reason behind these honors?

In 1999, a number of experts in Japan came to visit the United States and found that we had DESMA injection molding line. After some market research and inspection, they decided to cooperate with us to produce injection molded casual shoes, or brand "TOBE".

It should be said that we are the first enterprise in Wenzhou to build injection molded leisure shoes.

At that time, TOBE shoes sold very well after entering the Japanese market.

The cooperation in the following years successfully opened the market of "TOBE" brand in Japan.

Anyone who has done business with Japanese knows that the Japanese are the most difficult to deal with, and the details are not in place to escape their eyes.

The cooperation over the past few years has brought us a big leap in quality.

That is to say, the successful cooperation between the United States and Japanese businessmen is entirely based on quality.

To this end, we have registered a company in Japan.

Secondly, enterprises are buried.

In the aspect of enterprise management, it is not only the formulation and implementation of the system, but also the recognition of employees.

A good system can promote the healthy and long-term development of enterprises.

Another is the corporate culture. If the enterprise is likened to a person, corporate culture is actually the principle of this person's character to rely on and act as a person, and it can also be regarded as a spiritual goal.

It can unite people's hearts and put the long-term development of enterprises in a broader space.

The world shoe industry: Laozi's "Tao Te Ching" begins with "Dao, Dao Dao, Dao Dao".

It tells us that all things in the world have their own "Tao", and enterprises do the same. Different enterprises have different "ways".

Excuse me, Huang general, what is your "Tao"? Huang: I have always been "business nature", that is, do what you should do, and do the responsibility that you should do.

As a member of society, I think we should not only be good at ourselves, but also be a burden to society and create something for our society.

Over the years, our group has adhered to the principle of "putting people first" and advocated healthy life. We advocate a scientific and innovative future, always follow the trend of international consumption and meet the needs of consumers. We are constantly improving the technological content of products, constantly introducing advanced technology from abroad, introducing the technology of human body engineering in European shoe leather industry, shoe leather damping system, power air flow system, air cushion latex sandwich technology, PU soles technology and so on. We have introduced the fashionable styles of Japan and Europe, combined with the characteristics of Chinese feet, and manufactured a United State leisure hanging with beautiful appearance and extraordinary quality to meet the increasing demand of consumers.

World shoe industry: now, is the unification export being exported by brand or processing for foreign brands? In recent years, the industry has a common saying about processing exports, that is, "professional OEM is only making hard-earned money, earning a lot of profits by brand makers rather than creating independent brands". What do you think of it? Huang Huang: our exports are all playing "TOBE", which is our own brand.

At present, whether it is foreign trade or domestic sales, we are all doing our own brand and not processing other brands or companies. I think that sticking to others' processing is like "making clothes for others", which is unfavorable to the long-term development of enterprises.

OEM is a very passive cooperation, it can give you an order, or you can place orders for others.

The European Union's anti-dumping on Chinese leather shoes has led some European buyers and processors to turn their attention to countries with lower production costs such as India, Vietnam and Indonesia, because we do not have the international brands to be heard. The European market recognised that our products were cheap.

The word "cheap" is not necessarily good for an industry or a country.

"Cheap" means that we have no real competitive power, and our products are still running "quantity".

Therefore, I think the competent enterprises still have to do their own brand, in the long run, without their own brand, they can not have their own right to speak.

World shoe industry: now, what is the mode of domestic sales? What is the popular saying in the industry?

Huang Huang: at present, our sales mode is mainly based on regional agents and exclusive sales.

A person's ability is limited, if the whole country is enterprises to open their own stores, it will be very unrealistic.

In the early days, the regional distributor of the unified government gave us a lot of support. I really appreciate all these regional agents who have been supporting us for so many years. We can not do without their support today. Our agents really did a good job, such as our Shanxi regional business operator. Now it is a Shanxi unified branch company. There are 78 generations of shops under it. There are unified agencies in every county in Shanxi, and the store styles are all unified.

Over the past decade, he has always recognized the brand of the United States.

Next, we plan to sell the product at the terminal and make it bigger and more realistic. We will expand the monopoly mode on the basis of regional substitution, and implement the strategy of two legs walking by regional agents and monopolies.

World shoe industry: since the beginning of this year, domestic export tax rebates, appreciation of RMB, rising cost of raw materials and labor and other factors have had an impact on the unification? How should we deal with it?

Because of the appreciation of the renminbi and the rising cost of raw materials and labor, the retail price of shoes has not risen. The pressure of enterprises can be imagined, especially foreign trade enterprises.

Now many enterprises are crying hard. I also heard many executives complain that they are tired of doing business.

No matter what era, an enterprise will encounter such or such problems in the development process. It is important for the enterprises themselves to see and deal with these problems.

Personally, I think the first thing to do now is to raise the quality of products, do internal work, and do our best to minimize the competitive gap with foreign enterprises.

As the China Leather Association has proposed, it strives to create China's own international brand in three to five years.

In the recent years, especially since the European Union imposed anti-dumping duties on Chinese shoes, the export environment at home and abroad has changed greatly. Vietnam, Indonesia, India and other countries will have an impact on China's footwear exports. What do you think is the most important thing for China's export footwear enterprises? How should we face this competition rationally? Huang: in recent years, we have not exported to Europe, and anti-dumping has not affected us.

I would like to talk about some personal views on this issue.

What is the reason for the EU's anti-dumping on Chinese shoes? It is worth thinking deeply. I think we should look at ourselves more, not complain about others, and reflect on what we do locally.

For example, respecting local customs and corporate social responsibilities.

As far as I know, some of our enterprises from abroad are from the porters to the top management. They are Chinese and have no local people.

If an enterprise is to make money in the local business, it should do more things for the local community if possible under the conditions permit.

Can't do business, just do business, do not smell out of the window.

The local society has created the conditions for your development. We also need to do some corporate social responsibility.

Don't stare at your own interests at the moment. You must open your eyes to the local community.

At present, for Chinese shoe enterprises, if we borrow Premier Wen Jiabao's words, we should implement Scientific Outlook on Development, grade, deep processing, high added value, and create famous brand.

Only in this way can our enterprises and our industries really "go up" and really "go out".

World shoe industry: the Beijing 2008 Olympic Games is coming, and the Olympic economic boom is heating up. Do you consider using this influence to enhance and consolidate the market awareness of the unified brand? Huang: This is the first Olympic Games held in China. It is also the biggest event for the whole nation in the first 10 years of this century.

Nowadays, many enterprises in China are sharpening their heads and drilling. They want to borrow "light" of the 2008 Olympic Games to raise "popularity" for enterprises.

The Olympic Games, whether for ordinary Chinese people or businessmen, should be a good thing with positive significance. Our enterprises will also do something in our plan during this period, but it is not just aimed at the Olympic Games.

Because Olympic business opportunities are only temporary, and it will gradually cool down after 2008.

Of course, we can use the Olympic Games to add some "oil" to ourselves, but I think that enterprises can not be passively led by external forces, and they must be able to keep their feet on the ground, do what they should do, and do their duty whenever possible.

World shoe industry: not long ago, what did the "Prince of melancholy" Huang Gexuan represent as the spokesman of the United States leather shoes? What is the purpose of achieving the desired goal? "Huang: it should be a nostalgic plot. After more than 10 years of development, now look back. In those years, Huang Gexuan's songs were deeply impressed. His songs were deep, real and moving.

Choosing him as spokesperson is nostalgia on the one hand. On the one hand, let him remember the hardships in the early days of entrepreneurship and development.

On the basis of nostalgia, innovation is what people often say "know the old and know the new."