From OEM To 5 Independent Brands

"Establish a R & D team, take the brand as the core, and cooperate with the production.

From OEM to independent brand

Tian Chong footwear is a Sino foreign joint venture specializing in the design, production and sale of women's shoes (formerly known as Panyu Hugo Score Footwear Ltd).

Liang Yaohua began to set foot in shoes industry in 1987, came to Panyu in 1991, and formally established a company in 1992. Until then, he had not controlled the core value.

At first, a pair of shoes can earn a shoe.

With the increasing number of manufacturers, the competition is fierce, and gradually become a pair of shoes to earn only a pair of shoelaces money, profits are very thin.

The brutal market competition made Liang Yaohua fully realize that interpersonal relationship is still effective in the early stage of entrepreneurship, but ultimately it is not the core. Internationally famous enterprises are operated by the core of the brand, and the brand is the core of the enterprise.

I have grasped the core value and opened up the market by promoting the products with excellent quality, close to the market and customers' welcome.

At the beginning of the founding of the company, we decided to base ourselves on the domestic female consumer market, and do our own business goal of women's shoes brand. We must stick to independent research and development, innovate continuously, attach importance to long-term planning, follow the guideline of "doing three years and look at ten years", and adopt a forward-looking vision to run and develop enterprises.

At the same time, set up their own R & D team, all products have their own R & D design, in 1992 registered 11 trademarks, and with the strength of franchisees in the country wide range of shops.

After more than 10 years of hard work and persistence, the company's leading brand KISSCAT has gained popularity and reputation in the whole country, and has realized the two most important links in controlling women's shoes brand's R & D and retail channels. This is also the core competitiveness of brand.

From single to multi brand

In the stage of KISSCAT brand's gradual development from maturity to maturity, the company launched a multi brand strategy. In 2006, it launched the "PATRICIA" with the high-end business casual shoes in cooperation with Spain. In 2008, it launched the brand name "ZSAZSAZSU", which was positioned as a brand of high-end and independent women's shoes. At the end of 2009, it launched the brand name "Tigrisso", which was refined and elegant in its own high-end shoes. At the beginning of 2011, it launched a brand name "KISS KITTY", which is positioned as a young avant-garde brand of independent shoes.

Through the 5 brands to subdivide the women's shoes market, to meet the needs of consumers at different levels and different lifestyles.

The leading brand KISSCAT has been ranked the top 5 among the same products in China for 7 consecutive years since 2005.

After 4 years of cultivation, the brand of the new generation has entered the middle and high-end department stores in all large and medium-sized cities of the country, and has achieved the expected results.

Since its inception, the Tian Chong shoe industry has developed into a brand of 5 fashion women's shoes. It has more than 1500 direct outlets nationwide, and 4 Modern subsidiary companies with 17 subsidiaries.

At the same time, it also has 2 "KISSCAT (China) Shoes Comfort engineering technology research and development center", has a utility model patent, and has two foreign design rooms in Italy and Spain.

This year, the company also started building an Asia Pacific Design Center in the fish nest headquarters.

From sole proprietorship to shareholding system

From 1992 to 1997, the company was wholly owned by Liang Yaohua.

But he recognizes that the mainland's economy is developing rapidly, the consumption trend is constantly updated, the domestic shoe market is big, and the market for Chinese brands is no less than that of the European market. To make a Chinese brand, first of all, we must have a good understanding of the domestic market, and a good team of business management and R & D talents.

Taking into account its own lack of strength, the company began to integrate channels and set up branches in important cities across the country, while absorbing excellent franchisees and internal core managers into the company, introducing joint-stock system, shuffling the company.

"To do a good job in Chinese brands and to talk about international brands, it can be said that 1997 is the watershed of the world's footwear industry," Liang Yaohua said.

Over the past two years, the world economy has been sluggish, many domestic enterprises have been affected to varying degrees, and the shoe industry has maintained a sales growth rate of more than 40% per year for 4 consecutive years. In 2010, 3 million 290 thousand pairs of women's shoes were sold, Headquarters sales revenue reached 760 million yuan, and the total retail sales reached 1 billion 500 million yuan.

Last year, the number of outlets increased by 270, and plans to increase 300~350 in 2012.

In Liang Yaohua's words, it is because of persisting in independent innovation, insisting on building independent brands and concentrating on the growing retail market of women's shoes, which effectively avoids risks and enables enterprises to continue to develop.

In 2009, the Tian Chong shoe industry launched the development strategy of enterprise socialization, introducing strategic partner IDG capital, injections of nearly 100 million yuan for Tian Chong company, which opened the prelude to the listing of the company.

At the beginning of 2010, the listing of enterprises began to take place. Now it has entered the sprint stage, and the listing of companies is just around the corner.