Mr. Lin Rongzhou, chairman of Mulinsen, was interviewed by reporters with his fingers clasped, which is a special case in Jinjiang, Shishi, where brands gather. Started with casual shoes, and even became a group company with more than a dozen subsidiaries.
Mulinsen seldom talks. ? Good quality, products that can speak for themselves, comfortable clothes for customers and good reputation for products are the best advertisements? Lin Rongzhou, the founder of simplicity, said.
Famous brand effect: Mulinsen's? Healthy? ecosphere
Mr. Lin Rongzhou, chairman of Mulinsen, was interviewed by reporters with his fingers clasped, which is a special case in Jinjiang, Shishi, where brands gather. Mulinsen started with casual shoes and became a group company with more than a dozen subsidiaries. Mulinsen rarely makes a sound. ? Good quality, products that can speak for themselves, comfortable clothes for customers and good reputation for products are the best advertisements? Lin Rongzhou, the founder of simplicity, said.
? Mulinsen? The original concept of the enterprise is: one tree is towering, two trees are forests, and three trees are forests. Only emphasize one truth: do business one step at a time and be a down-to-earth person. Only in this way can we make the enterprise stronger and bigger. Today, this group, which started from the footwear industry, is still engaged in footwear products, and its product line ranges from Mulinsen casual shoes and cloth shoes to out shoes. Each product series is self-contained and forms a healthy ecological closed loop.
Based on this brand concept, Mulinsen has also expanded more than a dozen business areas: commerce, logistics Internet, finance, investment in emerging industries, and art collection. Now Lin Rongzhou is more focused on coordinating and organizing the maximum utilization of resources among subsidiaries within the group, fully decentralizing and not letting go, integrating subsidiaries with independent management rights into a customer service system, and implementing1+1> The effect of 2. This one has his own theory about making and wearing shoes? Quasi 60? Post-industrialist said: Only the wearer knows what kind of management mode a company should adopt, and only insiders know that the right one is the best. ?
Enterprise technology center, Mulinsen products? Oxygen production area?
? Chinese herbal medicine physiotherapy shoes? 、? Massage soft sandals? 、? Air cushion functional shoes? With what? Healthy? As a corporate value, Mulinsen's products are often functional health shoes. What is R&D for shoemaking enterprises? Core competitiveness? Mulinsen Company has attached great importance to product design and development since its establishment. Set up an advanced R&D institution, Fujian Fu Sheng Footwear Co., Ltd. Technology Center in the group headquarters, introduce advanced 3D shoemaking technology and automatic leather cutting machine, and introduce the overall solution of digital application of shoemaking, so as to control all links with digital design. In terms of technical talents, research methods, scientific and technological content of products, especially in the field of leather technology, it is in a leading position in the same industry in China.
2065438+In July 2004, Fujian Provincial Economic and Information Technology Commission released the report on the evaluation results of provincial enterprise technology centers, and the enterprise technology centers with a score of more than 85 points were excellent evaluations. In the report, there are 320 enterprises in Fujian Province, only 43 enterprises are rated as excellent, and Mulinsen, who scored 86.5 points, is one of them. The enterprise's own technological development and innovation ability can promote the close combination of scientific research and production and accelerate the industrialization of high and new technology, which is exactly Mulinsen's secret book on the product side.
Based on this, the investment of Mulinsen's footwear product line in R&D is also amazing. Only the R&D team of Mulinsen casual shoes has reached 100 people, and R&D institutions are spread all over Guangdong, Chengdu, Dongguan and Beijing. ? Whether shoes are worn well or not is up to consumers, and product research and development personnel should also communicate with consumers to understand their needs for shoes' functions. Every region has different needs, and we will also ask designers to collect these data and make good shoes suitable for people in different regions. The standard is: one is well dressed and the other is healthy. ? Lin Rongzhou said.
? Healthy shoes are our ultimate pursuit. Next, all categories of Mulinsen shoes will launch their own products one after another. Leisure footwear will introduce GPS intelligent positioning filial piety shoes, driver shoes and anti-hypertension functional shoes; Pregnant women shoes will also launch various categories in due course; Out shoes are mostly the application of innovative functional fabrics, such as drainage, deodorization and sterilization, auxiliary outdoor sports and other functional shoes. ? Director of Mulinsen Planning Department told the reporter.
Let the partners who open the store make money: physical stores are no worse than e-commerce.
In 2006? China famous trademark? Mulinsen, the brand value has reached 5.68 billion yuan. In recent years, no matter how the outside world changes, Mulinsen has always followed his own pace, the founder stressed? Slow work and fine work? Don't be impatient, don't be reckless, don't be the first bird. This may be the mark of the times of enterprises that have experienced the changes of the times.
At present, there are more than 3,000 offline stores in Mulinsen footwear industry, and their business models include joining, joint venture and self-management. For e-commerce channels, Lin Rongzhou has his own considerations: to do e-commerce is not to blindly sell online, but to have his own plan, otherwise it will hurt the economic interests of the joint venture. ?
? Touch consumers with good quality, and let the partners who open the store make money. This is our goal. I dare say that since 20 14, everyone is closing the store, but our physical store business is better. This is the key reason. ? At this moment, Lin Rongzhou's eyes are more of a shoemaker's simplicity and brotherhood with his partners.
Therefore, on the road of exploring how to combine online and offline markets, Lin Rongzhou considers more about shifting more profit points to offline and presenting offline highly real experiences to consumers. Of course, if given the chance, Mulinsen would like to build his own official mall system. We have demand in this respect, but we need talents. ?
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