Xidelong: A Chinese Model Of Technological Shoe Making

In Jinjiang sporting goods industry, Xidelong (China) Co., Ltd. is rising like a bright star. After more than ten years of unremitting efforts, the brand popularity and reputation of "Xidelong" have been recognized by the majority of consumers. Its outstanding product development and manufacturing level, and constantly improving enterprise and brand image have been in the forefront of the industry. [Start] OEM production as the "setter" In 1992, Lin Shuipan founded a small shoe factory after he knew the production, supply and marketing of the enterprise as a whole and accumulated rich enterprise management knowledge and market development experience. At that time, including family members, relatives and friends, the shoe factory had only a dozen employees. At the initial stage, there was a lack of funds, the conditions were poor, and the factory buildings were leased. Although the workshop is very small, just like a few simple construction sheds, he has a loud name - Xidelong. Due to good management and operation, merchants from Jiangsu, Zhejiang, Shandong and other places came to this small shoe factory with various marketable samples. The simple processing and production of "making wedding clothes" for others was the only way for the development of all small family workshops and small enterprises at that time, but at best it could only be regarded as the processing and production workshop of other enterprises, and could only serve as the "second passer". In addition, the autonomy of processing for others was in the hands of others, which was small, and the enterprise efficiency could not be improved, but the scale was large, Enterprise risks have increased rapidly. Lin Shuipan is deeply aware that if Xidelong wants to grow, it must improve its position in the industry. Processing for others can not meet the end consumers directly. It is an unknown "setter" with low profits. It is not a long-term strategy for enterprises. To change this situation, we can only do production and marketing chain, independently develop, design and produce, and create our own brand. [Development] Brand making to enhance product competitiveness In the middle and late 1990s, the original accumulation of Xidelong was completed, focusing on improving the internal management of the enterprise, improving the quality and technological content of products, focusing on research and design of new products, focusing on advertising, and establishing brand image. To create a brand new image, the most important thing is the quality of the product. In order to bring quality management into line with international practices as soon as possible and actively explore the international market, in 2001, the company introduced the ISO quality management system and environmental management system, and took a series of powerful measures to strictly follow the requirements of the ISO international quality certification system in every link from raw material procurement to product delivery, and implement comprehensive quality management, Moreover, we have introduced world-class testing equipment to carry out standardized and computerized testing of raw materials, semi-finished products and finished products, so that every product with the "Xidelong" logo can become a symbol of excellence in quality and craftsmanship, and make every consumer happy to spend. The quality assurance system has effectively controlled the entry of raw and auxiliary materials into the warehouse and the delivery of finished products from the warehouse. It has played a powerful role in reducing waste, reducing consumption, eliminating defective products, and ensuring a 100% high quality product rate. After years of trials and hardships and unremitting struggle, the enterprise has developed from an unknown small factory to a group company with the manufacturing of tourist shoes as the leader, supplemented by the development and production of medium and high-end sports clothing and other products. In 2001, in order to adapt to market demand, improve product competitiveness, realize the expansion strategy of "city radiates rural areas", and promote market share, international entertainment celebrity and superstar Guo Fucheng, sports celebrity, assistant director of the General Administration of Sport of the People's Republic of China, director of table tennis and badminton center, former head coach of national table tennis Cai Zhenhua and others successively joined and served as brand image ambassadors, Further improve product popularity and brand influence. After considerable development, Xidelong has gradually stood out from many enterprises. The scale of the enterprise has expanded more than 150 times since the establishment of the factory, and it has become a medium-sized shoemaking enterprise with large scale, high quality workmanship, honesty and trustworthiness. [Sharp Change] Seeking Talents to Build a Hundred mu New Factory The annual output value of the global sports industry has reached more than 400 billion US dollars, with an annual growth rate of more than 20%. However, the domestic sports industry started late and was small in scale. In 1997, the added value of the national sports industry was 15.637 billion yuan and 18.356 billion yuan in 1998, accounting for about 0.2% of the GDP of that year. In developed countries, this figure is 1% - 3%, about 10 times the difference. With the arrival of the 2008 Olympic Games, China's sports industry has unlimited development space and deep market development potential. In order to create the wings for enterprises to take off, talent has become the key element of enterprise development. Xidelong has issued "Hero Posts", constantly introduced senior talents, and provided a solid team guarantee for the implementation of brand strategy and the sustainable development of the enterprise. At the beginning of this year, the enterprise gathered domestic first-class designers, engineers and senior management talents, trained and absorbed a large number of skilled and high-quality front-line industrial workers, established modern technology and perfect enterprise management mechanism, comprehensively promoted office automation system, and made its own brand. At the end of 2006, Xidelong invested heavily to build a garden style factory covering an area of more than 100 mu, and introduced the most advanced shoe production line in the world. [Ascend] To become a top brand in China The sports industry, like other industries, faces the competition of scientific and technological level. If we want to make progress and development, we must rely on high-tech. Over the years, Xidelong has regarded sports science and technology as the core competitiveness of the enterprise, focused on the improvement of new product research and development capabilities, and cooperated with many high-end scientific research institutions at home and abroad. For example, it cooperated with the Sports Science Research Institute of the General Administration of Sport of the People's Republic of China to apply leading science and technology to production, integrate internally and externally, and provide customers with high value-added products. So far, Xidelong has obtained more than 20 patents. At the Spring and Summer Product Ordering Meeting in 2008, Xidelong launched a series of high-tech "life sports equipment" products. This series is a new product launched by Hilderon after it formed a strategic partnership with the Sports Science Research Institute of the General Administration of Sport of the People's Republic of China and carried out research on scientific and technological running shoes. Integration of scientific and technological resources, research on scientific and technological running shoes led by Sun Yining, foot measurement and shoe making, and establishment of a national last shape library are the follow-up development goals of Hilton in the research and development of improving the scientific and technological content of products. When domestic brands scramble to spend money to invite big name entertainment industry and sports stars as spokesmen to reach the peak, as a well-known sports brand in China, Xidelong aims to target a scientist with deep scientific attainments. On September 6, 2007, Professor Sun Yining, a researcher and doctoral supervisor of the Hefei Institute of Intelligent Machinery, Chinese Academy of Sciences, became the spokesperson of the brand image of Hilton. Translate science and technology into productivity, and use technology to let people wear the shoes that are most suitable for them. That technology can also bring wealth to people. At present, Professor Sun Yining analyzes the contact area between the sole and the supporting surface and the distribution of the sole pressure field through the measurement of the plantar pressure distribution information when walking, and establishes a personalized force model of the sole. Enterprises can process personalized soles and insoles according to the personalized force model of the sole, so as to achieve the purpose of wearing comfort and orthopedics, meet personalized needs, and greatly enhance the core competitiveness of enterprises' products. With science and technology rooted in the internal construction of the whole enterprise and instilled into the whole marketing scope of the enterprise, Xidelong strives to become one of the largest sporting goods operators in China within two years through shoe making with science and technology.