Interview with Ding Songsen, Chairman of Jinyi Shoes Material: From Simply Selling Products to Selectively Selling Technologies

Interview with Ding Songsen, Chairman of Jinyi Shoe Material: From selling products to selling technology selectively

In the years when he grew up with big names, being ahead, winning and sticking to it became his precious gold after 2 years of rough waves. He said that he will take these precious gains and go on with Jinyi Shoes every year, because only by sticking to it can he become more and more beautiful!

after 2 years, I saw a hero after a big wave. Ding Songsen, the chairman of Jinyi Shoes Material Co., Ltd., is from the foam industry? Hero? He is always proud to say that Jinyi, Anta, Jordan and other brand bosses are like brothers, complementing each other and growing together.

concept: thinking determines the way out

Ding Songsen started work before the atmosphere of the Spring Festival disappeared. In his words, he had to switch to the work mode quickly, because the shipment of foreign trade orders that were rushed many years ago was imminent.

　? If you can't do it well, you will lose money! Done well, it is a promotion for Jinyi itself. ? What Ding Songsen saw in this batch of foreign trade orders was not only profit, but also a new way out for the enterprise.

Ding Songsen told reporters that the traditional shoe-making industry has been depressed for a year or two. Now, with the recovery of the domestic shoe-making market, the market is picking up and it is also welcoming a more cruel price war. Last year, it appeared in some outdoor billboards, shop lintels and other positions? Factory direct sales per yard? Yuan? 、? A drop to the end? And other slogans, and even some merchants pulled out banners to attract customers at low prices. In the past, the price war of shoe materials was only concealed in the sales promotion of salesmen, and it was very rare to appear in such a naked form.

　? This price war is not a matter of a day or two, but you don't have to participate. With our innovation and quality, there is still a market. Then, the basis of innovation is to have advanced market awareness. ? Ding Songsen spoke this sentence with full confidence. In the past two years, Jinyi has absorbed the latest international product development concepts through foreign trade orders, and even extended its reach to Brazil, the world's top sports shoes manufacturing base, and Japan and South Korea, where color trends are popular. Through frequent overseas market research, it has refined product development trends suitable for the domestic market.

So, since he took this order years ago, Ding Songsen secretly mustered up all his strength to do it well. Facing all kinds of foreign trade guests? Picky? He specially set up a technical team to track and develop it. Ding Songsen said frankly that for no other reason, the development and production of this batch of foreign trade orders is generally more difficult than the requirements of many domestic big-name products. If a breakthrough can be made in the development technology of this batch of foreign trade orders, it means that in the new year, Jinyi has the ability to introduce this newly developed idea into the domestic foam industry.

lead the future of the industry with an advanced thinking, then the end of the cold winter will not be far away.

Ding Songsen's idea has a long history. As early as 2 years ago, Ding Songsen's involvement in the foaming industry was an advanced choice. He said that at that time, he was engaged in leather matching business. At that time, in Jinjiang, only two companies were engaged in foaming, and everyone knew very little about the foaming industry. He only knew that it was used as a' shoe material matching accessory for sports shoes insoles, heels, surface linings, etc. He felt that the market space was considerable, so he invested in a production line with an annual output of 1, tons, while the annual output of other enterprises was 5 tons at that time. The Taiwan Province equipment he introduced was Chen Xi at that time.

Over the years, Jinyidu has led the development of foamed shoe material industry, and its products and product codes have been recognized and adopted by the same industry, all of which are inseparable from Ding Songsen's forward-looking concept.

*** Win: Grow with the big names

In 214, it was a fruitful harvest year for Ding Songsen and Jin Yi, and several big brand sports shoes enterprises that cooperated with them successively welcomed the hot sales in the market, including many innovative products such as high-elastic shock-absorbing elastic rubber series running shoes.

every time a new product is popular in the market, there is a change in new materials, and he is unknown and works together with big bosses to promote this popular change. Engaged in the shoe material industry for 2 years, Ding Songsen and the big names grew up together for 2 years. In his view, Jinyi, Anta, Jordan and other brand bosses are like brothers, complementing each other and growing together.

　? In the past, shoe material enterprises mainly connected with brand purchasers, which was just a simple product sale. Now, they directly connected with brand R&D personnel to provide them with materials for them to choose from. This is a technical sale. Over the years, we have followed the development of big names, and our independent research and development ability as a shoe material supplier has improved, and we can better grasp the initiative. ? According to him, now, brand R&D personnel have general directions and requirements. Shoe material enterprises provide corresponding materials according to their conditions, or brands provide the latest R&D materials, and then they make further R&D design according to the characteristics of these materials.

even more often, jinyi needs to refine the selling points of products from the perspective of industry leaders, and use innovative materials as the most effective medium to enhance the added value of products and brands. Mother? Increase the gold content, improve the comfort of products, increase the added value of products, and enhance the selling points in the market, so as to achieve the optimization of economic benefits.

　? It is a normal service management for Jinyi to do a good job of service and realize the whole process tracking by a special team before, during and after sale. ? Ding Songsen told reporters, If there is no accurate production orientation in the pre-sales products, the enterprise will be eliminated in the fierce market competition. After full communication, we reach an agreement with our customers and use this as their selling point to help them promote. In sales, enterprises should do the most basic delivery and quality assurance. After the sale, it is necessary to solve any problems that customers have in the mass production process in time, and collect product feedback opinions to provide market basic data support for product innovation and upgrading. This is service for shoe material enterprises. ?

Persistence: Only a few days after he went to work, the machines in Jinyi's production workshop were already rumbling. As usual, Ding Songsen went to the workshop early for routine inquiries and was always pleased to see the familiar faces of the employees. He often says that he and Jin Yi have been involved in the foaming industry for 2 years. Both the front-line workshop and the management are almost old faces. Lao Wang of the punch workshop has even worked hard with him since he opened the factory. His persistence has a responsibility for them and is full of his prospects for the industry. The road to the transformation and upgrading of the shoe industry is long and tortuous. What is the business of the foam industry in recent years? Not easy to do? , but far from it? Can't do it? The point, and? Not easy to do? The business can be more? See the hero in the big waves? .

So, in the past two years, whenever a friend, Latin Songsen, invested in this or that, Ding Songsen always shook his head and continued to do the foaming industry.

　? What's the point of jumping out? Ding Songsen often asks,? In fact, the industrial chain is not shrinking, but growing slowly. The market is always a big cake over there, depending on how you cut it. ? Stick to it because Ding Songsen is full of confidence in the future of the industry.

In order to keep pace with the development of the market, Ding Songsen has made some changes in enterprise management. ? We will gradually cut off the low-end products and low-end customer base, and the positioning is only in the middle and high end. Are we going to make the product? Specialized? , and become the logo of the enterprise. ? Ding Songsen believes that if shoe material enterprises can make a market positioning change in a timely environment and re-do the market positioning strategy, they can still break through the cocoon in the crisis.

In the past 2 years, Jinyi didn't spend much money on advertising, because the word-of-mouth accumulated by business every year has become an invisible advertisement. He believes that the persistence of a person and an enterprise in an industry has gradually settled down as time goes by and has become the foundation of the enterprise.

In addition to insisting on innovation and profit-making in the main business of shoe materials, Ding Songsen has also considered using new technologies to expand the production chain and tap the multi-use value of products, so as to achieve the balance and development of enterprises through the expansion of the industrial chain. Car cushions, EVA disposable finished shoes and even decompression cushioning devices are all bold attempts made by local shoe materials enterprises to broaden the industrial chain. It is understood that Jinyi has started to supply new foam products for industries other than shoes, such as toys, fitness equipment, aquatic products, gymnastics mats, luggage industry, automobiles, ships and architectural decoration.

people's impression

look for a truth: honesty is the root

? Someone once tried to squeeze into Jinyi's supply chain system with big bags and small bags. I told him bluntly that you'd better take back what you mentioned in the past, or you wouldn't be able to do Jinyi's business. ? Ding Songsen said that he had been in the foam industry for 2 years, and he had to look for a reason. What a business needs is honesty. Jinyi has achieved today's achievements, relying on excellent products and a strong supply chain system.

at first, I made some connections with these big brands by buying and selling leather, and then I started to make a foaming package, and I have been growing with the big brands. In the process of growing together, upstream integrity is always the foundation. In his view, the accumulation of these years, he and Jin Yi's biggest gain lies in this. Even if the traditional shoe-making industry can't get out of the hot adjustment period this year and next, as long as it can maintain integrity, the enterprise can develop steadily, which is the foundation for the enterprise to preserve its strength. ;