A Thin Leather Shoes Adjustment Management Mode &Nbsp; &Nbsp; Across The Overseas Global Layout

November 9th hearing

From thin shoes to thin shoes

Luo Rongyue is the second generation operator of thin leather shoes. He just retired from the company more than 20 years ago. He began to take part in the operation of family businesses.

That year, a pair of skinny shoes opened fourth stores in the Eastern District, and began to study the feasibility of stepping out of Taipei. After three years of exploration and adjustment, in 1986, a pair of skinny shoes came out of Taipei and set up branches in Kaohsiung.

Tracing back to the origin of the thin leather shoes, Luo Rongyue's father, Luo Shui Mu, was told at the end of 1952 in order to get enough food and clothing to furnished a shoe stand in a lane at Yanping North Road, Taipei.

Luo Shui Mu's body is thin and small, so it is soon known as "thin" in the guest world. Many people may not know the name of Luo Shui Mu, but when he thinks of shoeshine, he will think of the shoe master "thin" in front of the alley.

From the early stage of shoeshine business, Luo Shui Mu revealed his idea of brand and knew better operation.

For instance, the fame of "thin" is far greater than the three words of "Luo Shui Mu", although it is only a small peddler, but Luo Shui Mu quickly hangs the sign of "thin shoes" on the wall beside his simple shoe stand and deepens the memory of pedestrians.

Luo Shui wood polish shoes action, solid, not at all sloppy, the guests shoes polish oil and bright.

When he put a pair of shoes polished, placed next to the stalls, waiting for guests to get back, they often had to pass through the public inquiry inquiry, mistaken for shoes for sale.

After 15 years of concentrated shoe polishing, Luo Shui Mu only placed several pairs of men's shoes in front of the small shoe stalls and stepped on the first step of selling shoes.

After deciding to start selling shoes, even though he had not read a formal business course, even though he was running a small shoe booth similar to the vendor type, but his life experience and his unique insight into business marketing, Luo decided to at least pay a certain percentage of his earnings from the sale as a publicity fund, and introduced the "thin leather shoes" to the audience at the prevailing media broadcast.

Adjust management mode to extend overseas tentacles

Moreover, in order to enhance the effectiveness of advertising and enable the message conveyed by advertisements to meet the brand image of a thin leather shoe in pursuit of superior quality, Luo Shui Mu also chose to broadcast advertisements in classical music program time and channel, hoping to impress the hearts of the target audience. In addition, Taiwan's social goods were still in the era of undeclared price, and he also took the lead in implementing the unconditional strategy, which only made ten percent off concessions to the old customers.

Many of his creativity and adherence laid a solid foundation for the high quality and high price line of the thin leather shoes.

The skinny shoes sold for more than three years in the form of peddlers only had the first store.

In the early days, Luo Shui Mu had no intention of developing branches. Instead, he opened second stores on the street corner due to the problem of tenancy.

"Unexpectedly, the first two shops of the thin leather shoes should continue to be on both sides of the same road.

Later, it was because there were Third branches of the store that took over from the same store.

Luo Rongyue laughed and said that the early development experience of thin leather shoes is a typical case of Taiwan's family business.

In the era of only two shops and three stores, money can only be managed by bosses or landlady, children and daughter-in-law.

However, when Luo Rongyue ponder the future of thin leather shoes, once he decides to go out, he must learn to trust people, learn how to use people, and learn how to develop a practical and sound system.

In other words, the whole management mode must be adjusted.

Luo Rongyue said that the pformation from conservative traditional family management to institutionalized enterprise management is not an easy task. In the meantime, the whole organization has experienced many twists and turns, so that the tentacles of thin leather shoes can be extended.

In 1986, the Kaohsiung branch was opened, and the thin shoes were established in the main commercial districts of Taiwan's counties and cities.

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The size of thin leather shoes has been maintained for a long time in the more than 20 branches of the whole province.

"Until 2002, the joy of 50th anniversary was also stimulated by the thin leather shoes seriously thinking: in the next 50 years, what kind of shoes do you want?

After intense concussion, the thin shoes decided to take "active exhibition shop" and "across the sea" as the direction of enterprise strategy.

By the end of 2002, there were only 26 branches in the Taiwan market in the year of the end of the year. By this year, it was three jumps, reaching the scale of 89 branches. The sales volume also jumped again and again, breaking through NT $700 million for the first time two years ago, reaching NT $1 billion 260 million last year.

Luo Rongyue said that the thin leather shoes will be targeted at 200 stores in Taiwan by the end of 2006.

At that time, a thin leather shoes will also continue to develop the second brand.

Layout overseas without stopping

The thin leather shoes also first stepped overseas in October 2002, leaving the first store in Brisbane, Australia.

"The first year's performance is not ideal, but in second years, it shows amazing explosive power. The monthly revenue growth rate reaches 40%, 50%, and good results." in June this year, it will also cooperate with the famous international shopping center group to open seventh branches in Australia.

Luo Rongyue said that at present, one of the 6 thin Australian shoes in Australia is only one branch, with half of its revenue from the Chinese customer layer, and other stores with more than 95% of its revenue.

A thin leather shoes are expected to take three or four years to cut into the strength of Sydney, Melbourne and other first-class markets.

It is estimated that there are 60 strongholds in the Australian market.

"In fact, until now, the thin shoes are still actively targeting the tastes and needs of the white consumer groups, and have revised the product design and sales mode, hoping to make the thin shoes more close to the needs of the white customers.

He emphasized that thin skinny shoes were only just beginning to expand their overseas markets, just learning to crawl; and the group that will cooperate with them now has constructed more than 120 shopping mall systems in the United Kingdom, the United States, Australia and New Zealand. Looking forward to the future, only the thin skinny shoes products and services exist in the market among white consumers, then the skinny shoes do not rule out the layout of overseas markets with the cooperation of such large international chain store operators.

As for the widely watched market in the mainland of China, Luo Rongyue emphasized that the thin leather shoes have always been highly interested in the huge business opportunities in the mainland of China.

However, close observation is still in progress.

He believes that as long as there is strength, can be cut at any time, the impact of early card position should be small.

At present, the thin leather shoes will expand the strength and resources of overseas markets, focus on the Australian market, and create a world in the field of overseas layout.