Ukuvela kunye nokuqulunqwa kwebhanti yoshishino yinkqubo ende kwaye ibuhlungu, kunye nebhanti ye-Chengdu ye-femen's shoe industry, eyaziwa ngokuba yi "Capital of Women's Shoes in China," ayikho enye into. Umzi-mveliso wezihlangu zabasetyhini e-Chengdu unokulandwa umva ngeminyaka yoo-1980, ukusuka kwisitalato iJiangxi kwiSithili saseWuhou ukuya kwindawo yaseShuangliu. Yavela kwiindibano zocweyo zosapho ezincinci ukuya kwimizila yemveliso yanamhlanje, egubungela wonke umjelo onyukayo kunye nosezantsi kwekhonkco lamashishini ukusuka kwizinto ezikrwada zesikhumba ukuya kwiintengiso zezihlangu. Indawo yesithathu esizweni, ibhanti leshishini lezihlangu laseChengdu, ecaleni kwe-Wenzhou, iQuanzhou, kunye ne-Guangzhou, livelise iintlobo ezininzi zeebrand zezihlangu zabasetyhini, ezithumela kumazwe angaphezu kwe-120 kwaye livelisa amakhulu eebhiliyoni kwimveliso yonyaka. Iye yaba yeyona ndawo inkulu yokuthengisa izihlangu, ivenkile, imveliso, kunye nehabhu yokubonisa eNtshona China.
Nangona kunjalo, ukunyuka kweempawu zangaphandle kwaphazamisa uxolo lwale "Capital of Women Shoes." Izihlangu zabasetyhini zikaChengdu azizange zitshintshe ngempumelelo kwiimveliso ezinophawu njengoko bekulindelekile kodwa endaweni yoko zaba ziifektri ze-OEM zeemveliso ezininzi. Imodeli yokuvelisa i-homogenized kakhulu ngokuthe ngcembe yenza buthathaka iingenelo zebhanti yoshishino. Kwelinye icala lekhonkco lokubonelela, impembelelo enkulu yorhwebo lwe-intanethi yanyanzela iimveliso ezininzi ukuba zivale iivenkile zazo zenyama kwaye ziphile. Le ngxaki yasasazeka ngebhanti yeshishini leembadada ze-Chengdu njengempembelelo yebhabhathane, ebangela ukuba imiyalelo yehle kwaye iifektri zivale, zityhala lonke ibhanti loshishino kwinguqu enzima.
U-Tina, i-CEO ye-Chengdu XINZIRAIN Shoes Co., Ltd., ubone utshintsho kwibhanti yoshishino lwezihlangu zabasetyhini baseChengdu ngaphezu kohambo lwakhe lweminyaka eyi-13 kunye neenguqu ezintathu. Ngo-2007, uTina wabona amandla okushishina kwizihlangu zabasetyhini ngelixa esebenza kwintengiso yentengiso eChengdu's Hehuachi. Ngo-2010, uTina waqalisa owakhe umzi-mveliso wezihlangu zabasetyhini. "Emva koko, savula i-factory e-Jinhuan, sathengisa izicathulo e-Hehuachi, sathatha imali ebuyela kwimveliso. Elo xesha laliyixesha legolide lezicathulo ze-Chengdu zabasetyhini, ukuqhuba lonke uqoqosho lwe-Chengdu, "uTina wachaza ukuchuma kwelo xesha. .
Kodwa njengoko iibrendi ezinkulu ezinje ngeRed Dragonfly kunye ne-Yearcon zisondela kubo ngeenkonzo ze-OEM, uxinzelelo lweeodolo ze-OEM zakhupha indawo yazo kwiimveliso ezizezakho. “Silibele ukuba sinophawu lwethu ngenxa yoxinzelelo lokuzalisekisa ii-odolo zeearhente,” ukhumbula uTina, echaza elo xesha “njengokuhamba nomntu ocinezela umqala wakho.” Ngo-2017, ngenxa yezizathu zokusingqongileyo, uTina wafudusela umzi-mveliso wakhe kwipaki entsha, eqala inguqu yakhe yokuqala ngokusuka kwi-OEM engasebenziyo ukuya kubathengi abakwi-Intanethi abanjengoTaobao kunye neTmall. Ngokungafaniyo nomthamo omkhulu we-OEM, abathengi be-intanethi babenokungena kwemali okungcono, akukho xinzelelo lwe-inventory, kwaye akukho matyala, okukhokelela ekunciphiseni uxinzelelo lwemveliso kunye nokuzisa ingxelo eninzi yedijithali evela kubathengi ukuphucula imveliso yefektri kunye ne-R & D, ukudala iimveliso ezihlukeneyo. Oku kwabeka isiseko esiluqilima sendlela kaTina yorhwebo lwangaphandle lwamva.
Ngaloo ndlela, uTina, owayengathethi nasiphi na isiNgesi, waqalisa inguqulelo yakhe yesibini, eqala ekuqaleni kurhwebo lwangaphandle. Wenze lula ishishini lakhe, wawushiya umzi-mveliso, waguqukela kurhwebo olunqumla imida, waza waphinda wakha iqela lakhe. Phezu kwako nje ukujongwa okubandayo nokugculelwa ngoontanga, ukuchithwa nohlaziyo lwamaqela, nokungaqondani nokungavunyelwa yintsapho, wazingisa, echaza eli xesha “njengokuhlaba imbumbulu.” Ngeli xesha, uTina wayekhathazwa kukudandatheka kakhulu, ukuxhalaba rhoqo, nokuphuthelwa, kodwa waqhubeka efunda ngorhwebo lwangaphandle, ukutyelela nokufunda isiNgesi, nokwakha kwakhona iqela lakhe. Ngokuthe ngcembe, uTina kunye neshishini lakhe lezihlangu zabasetyhini bafikelela phesheya kolwandle. Ngo-2021, iqonga le-intanethi likaTina laqala ukubonisa isithembiso, ngeeodolo ezincinci zamakhulu ezibini ezivula ngokuthe chu imarike yaphesheya ngomgangatho. Ngokungafaniyo nezinye iifektri ezinkulu ze-OEM, uTina wagxininisa kumgangatho wokuqala, egxile kwiimpawu ezincinci zoyilo, iimpembelelo, kunye neevenkile zoyilo oluncinci phesheya kolwandle, esenza i-niche kodwa intle imakethi. Ukusuka kuyilo lwelogo ukuya kwimveliso ukuya kwintengiso, uTina wayebandakanyeka ngokunzulu kulo lonke inyathelo lenkqubo yokuvelisa izihlangu zabasetyhini, egqibezela iluphu ebanzi evaliweyo. Uqokelele amashumi amawaka abathengi abaphesheya kweelwandle ngexabiso eliphezulu lokuthenga kwakhona. Ngenkalipho kunye nokunyamezela, uTina uphumelele iinguqu zeshishini eziyimpumelelo amaxesha ngamaxesha.
Namhlanje, uTina wenza utshintsho lwakhe lwesithathu. Ungumama owonwabileyo wabantwana abathathu, umntu othanda ukomelela, kunye nebhlogi yevidiyo emfutshane ekhuthazayo. Uphinde wakwazi ukulawula ubomi bakhe, kwaye xa ethetha ngezicwangciso zexesha elizayo, uTina uphonononga ukuthengiswa kwearhente yeemveliso ezizimeleyo zaphesheya kweelwandle kunye nokuphuhlisa uphawu lwakhe, ebhala ibali lakhe lohlobo. Kanye nje kwi-movie ethi "UMtyholi Unxiba iPrada," ubomi yinkqubo yokuzifumanisa rhoqo. UTina ukwasoloko ejonga izinto ezinokwenzeka ngakumbi. Ibhanti leshishini lezihlangu labasetyhini laseChengdu lilindele oosomashishini ababalaseleyo abafana noTina ukuba babhale amabali amatsha ehlabathi.
Ixesha lokuposa: Jul-09-2024
