Sunda, The Former Example Of China Footwear Industry

In September 2007, Zhu Xianggui, the head of the company, once said, "in the past few years, international companies have been buying by frightening numbers. We are not going to sell them. Without brands, there will be no foothold."

However, just two months later, BELLE International's takeover announcement embarrassed Zhu Xianggui.

Relying on abundant capital, BELLE international pushed the group to the outside of the shoe industry.

Prior to that, the "resolute not to sell" position of the company has highlighted the national brand's Lingyun ambition.

With the collapse of dreams, Zhu Xianggui has fallen into a lonely hero.

In my view, Zhu Xianggui can be described as "careless losing Jingzhou".

In 1977, Zhu Xianggui led 6 villagers, using the cowshed and pig pen of the production team, to set up the two factory of Jianhu County leather shoes.

Since then, the company has gone all the way, almost all the glory of China's footwear industry, and become the "China's first shoe king".

"I want to lead the company in the three aspects of technology, market and capital to integrate with the international first-class level, and quickly complete the leap from the leading industry of domestic footwear industry to the world-class enterprises, and make new contributions to the revitalization of the national industry.

Sun DA has the responsibility and ability to walk in the forefront of creating world famous brands.

For Zhu Xianggui's future, he has a very clear plan.

Words are still in their ears, but they have become regrets.

There is a brand named "good people" in sonda banner, which echoes Zhu Xianggui's character to a certain extent.

Zhu Xianggui, who is 1.86 meters tall, is considered to be the "big man" in the Chinese leather shoes industry.

At the same time, Zhu Xianggui can be regarded as a typical example of "no doubt about employing people" and he is not stingy about devolution of power.

This is to ensure that the enterprise "ambition" forward, but also buried the management of the root.

The radical strategy of diversification is also very much related to this.

Whether in the field of clothing, chemical industry or biology, it has hurried forward without serious concern.

Although it is too early to talk about the success or failure of Sendar's diversification, the problems such as capital chain tension that have emerged after its diversification have not been underestimated.

What is more worrying is that many times when Zhu Xianggui, a more valued person, suggests a project, he often agrees with it.

What is most puzzling is that when AOKANG and other enterprises are actively pferring their production capacity to the west to reduce costs, Shanghai has invested heavily in hundreds of millions of yuan in this expensive international metropolis to set up Shanghai Yong Xu Shoes Co., Ltd.

Under such a toss, it is difficult for him to walk on his dream journey.

Unlike other enterprises that rely on marketing capabilities to rise in the footwear market, the company has always been able to build up its own brand strength with solid manufacturing capabilities.

As early as 1997, the brand was exported to Italy, the shoemaking kingdom.

For this reason, many famous media have published an article entitled "Sun Da: from selling products to selling brands", sharing the experience of the success of sun Da's internationalization.

Today, it is clear that it has sold its brand from the shoe industry that it is famous for.

Sell or not sell, sometimes you can't help yourself.

But for the Chinese shoe industry's "past example" quietly leaving, "four words of affection" is not enough to melt the hearts of people who once loved this brand.