weekend, we are still through the hubbub of all Chinese shoes, cars parked in an interview with a mixture of small plants scattered in the middle of a modest enterprise, Kazakhstan cedar shoe brand out into the head. Wenzhou shoe in more than 4,000 enterprises, the construction of cedar and Kazakhstan did not seem impressed with the manner in the kind of air.
We note that Kazakhstan's cedar at the entrance of flying a foreign flag surface 8. , Chairman of the Foreign into the reception room and found the walls covered with a variety of companies around the world to enter the market with the photo image.
to indulge in a foreign language in a pile of mixed data in Wang Jianping, wearing glasses, appears to be modest and down-to-earth. The front is hard to believe that both a master's degree in business and senior division titles, has been chairman of the board is truly multinational.
said Wang Jianping, Kazakhstan cedar shoe is now abroad than in domestic business, corporate profits from 80% of the overseas markets. Sequoia and Kazakhstan's development has proved that small business can be a small stroke, taking the global integration of cross-border resource development. Brbrbr multinational
2004 come to the fore in August, Wenzhou shoe out of a big news: Kazakhstan cedar shoe limited Italy's successful acquisition WILSON (Wilson) shoe company, which is China's first shoe to buy Italy's top (footwear) company. In the months
Wei Yanuo the city of Milan, Italy, the world's famous shoes in town, Wilson is a shoe company in the top. It was founded in 1925 to research and development capabilities and due process, as well as POLO (Paul), Versace (Wei Saqi), Trussardi (such as sudden Savimbi Timor) and Donnakaran (more Naka Lun), and other international men's first-line brand long-term process . One, Wilson (Wilson), also known brands in the world.
acquisition of Wilson, Sequoia and Kazakhstan have international brands Wilson. And other business practices, Kazakhstan adopted a joint Sequoia brand strategy. Sequoia Kazakhstan is still the number one brand of its own, Wilson as the company's sub-brands.
Kazakhstan is not a fir-class Wenzhou shoe enterprises, but our strategy of cross-border operation is the lead. Wang said. Wang Jianping
through overseas acquisitions way to create Kazakhstan's transnational business networks fir. He set up a company in the United States, in the city of Los Angeles County Nanaimengte have an office and an area of 23,000 square feet of warehouse, will have sales of more than 30 years of experience in Japan, Western Europe and the United States have very good sales network Taiwan will also introduce legislation on the acquisition of its own under.
now, Sequoia and Kazakhstan have been formed 9 production line, Nissan 15,000 pairs of shoes, 1,800 Chinese and foreign staff, set up in the global sub-8, 3 shoe factories with annual sales of 30,000,000 U.S. dollars of the scale of production and management . We can see the beginning of a seemingly ordinary Wenzhou shoe enterprises, was in fact a global procurement and international marketing, production factors of globalization, multinational integration.
go out of the country's thorny road
time back in the 1990s of the twentieth century.
1991 in July, the founder of Wang Jianping owned shoe factory in Wenzhou Hengfeng listed. At that time, only a more than 10 workers in the shoe workshop in hand.
the 1970s, Wenzhou shoe factory in the urban areas there are a dozen in the 1980s to the development of more than a hundred in the 1990s to the development of more than two thousand. Kazakhstan founded Sequoia period, Wenzhou is the mid-1980s through the reputation of the crisis in the footwear industry, Wenzhou model adjustment and development of a critical period.
from 1991 to 1997, Kazakhstan Sequoia is a processing plant, orders for leather shoes from all traders, not their own sales channels and strength, of course, no R & D resources and power.
There is a marketing strategy known as the strategic gap, the Wenzhou people are best at the market's strategic gap. We analyzed the situation of market competition at home and abroad shoes after that: the potential of foreign markets more than China, the Shan Ha can not miss the opportunity to market . Brbrbr1998 year, the company has made an important strategic decision: to abandon the domestic market, specializing in the international market. To this end, the Sequoia and Kazakhstan to bypass a highly competitive market in Southeast Asia, Wang Jianping in the map a tortuous route west: from Urumqi to sell in Almaty, Kazakhstan, from re-entering the territory of Russia.
is, Wang Jianping, braving heavy snow came to Moscow in the wholesale market Yizimailuo ACT Baidi Tan.
At first, Kazakhstan Sequoia shoes through the purchase brigade in the form of access to Moscow. At that time, in order to encourage bilateral trade, China and Russia are allowed to leave to carry 50 kg of goods duty-free. In order to containers shipped to Moscow, Kazakhstan Sequoia need dozens or even hundreds of people to provide the list and information.
in Moscow, Wang Jianping robbed more than once encountered. On one occasion, even the cold barrel pointed at his back of the head. But he persevered strong market, and finally in Russia and Kazakhstan set up Sequoia's import and export trade.
gone through the test of life and death, there would be real gains, which reinforced our confidence to open up international markets.
hand from the workshops to small family business from foreign markets, so foreign companies to establish up to become a modern multinational companies, Kazakhstan Sequoia the road seems to have verified the Wenzhou model of the historical process of development of export-oriented and future trends. Wang Jianping
showed us a memorabilia company, which listed a series of cedar and Kazakhstan is of great significance for the year, each of the footprints are the hidden entrepreneurs and hard efforts:
– 2000, the establishment of investment Shan Ha (UAE) import and export trade, use Dubai's free port area to carry out the advantages of re-export trade business, more than 20 countries around the radiation;
– 2002, the establishment of investment in Kazakhstan Sequoia (USA) Co., Ltd., Kazakhstan fir into the shoes The 100 high-end department stores;
– 2002, Kazakhstan Sequoia Cologne free port trade zone in Panama and Kazakhstan to establish investment fir (Panama), a trading company, formed with the United States market, echoing each other, support force;
– 2004, the investment More than 200 million dollars to invest and build factories in Africa and Nigeria;
– 2004, the acquisition of 80 years of shoe history of Italy Wilson's shoe.
globalization configuration: a high-end proposition
2003 years -2004, China's footwear industry around the world began to experience anti-dumping crisis. Wenzhou shoe anti-dumping at the crisis on the air waves. Products exported from the export of capital, both market opportunities and challenges of the market.
At this point, most of Wenzhou enterprises with foreign contacts is limited to cooperation with foreign companies set up in the middle of the Commonwealth, and other economic organizations, really go out of the country set up overseas branches of small enterprises. On the whole, the International Enterprise Wenzhou alone in the early stages of development.
, however, aware of Wang Jianping, and set up factories overseas to achieve the global allocation of resources, and to avoid trade barriers. In view of the potential market for Africa's prospects, Wang Jianping made a shocking decision-making peer-to: build factories abroad. Kazakhstan
Sequoia (Nigeria), Atlantic Industrial Co., Ltd. of China is set to invest and build factories in Nigeria as a precedent. Kazakhstan leather shoes for men shan card market in West Africa will soon become the number one men's brand, the local people get married, buy a certain pair of shoes Kazakhstan Sequoia licensing. Talking about this, Wang Jianping feel very proud.
2007, Sequoia Kazakhstan accumulated investment tat in Nigeria more than 1300 million, 40,000 square meters have become a factory, with an annual output of 6,000,000 pairs of shoes in Africa's largest shoe-making enterprises.
build factories abroad, the first encounter was the internationalization of the development of effective allocation of human resources. Sequoia Kazakhstan in the West African manufactured in low-cost, first of all, thanks to the use of local labor resources. At the same time, Kazakhstan Sequoia (Nigeria), the Atlantic has settled nearly 1,000 local employment. In order to adapt to local culture, said Wang Jianping, the importance of training local managers. This is because managers and administrators were in the same cultural background, the low-cost communication, in order to improve efficiency. Over the past few years training local management, sales of the number of cadres has exceeded 400.
in Wenzhou's chinensis Kazakhstan plant, equipment and the location of the process by Germany's Rick control, logistics, industrial, security and logistics by Wal-Mart's standard design. Wal-Mart every three months will be sent to oversee a production of cedar and Kazakhstan, and then showed a red light, green, orange lights and other signals, said its production level of satisfaction. Giant of the international first-class quality and process control is standard assurance to our buyers, but also to ensure that Sequoia from Kazakhstan to export overseas production base in each of the excellent quality of semi-finished shoes. In fact, the Sequoia is from Kazakhstan's giant learn from their experience in management , And then applied to overseas production base.
However, Wang did not stop. In 2004, he again made a major decision-making: M & A foreign enterprises, improve the business of international brand strategy and technology.
in the international market to establish a new brand is a long-term effort. to establish a new brand as an old brand to buy, buy a good brand is equivalent to a market to buy. he said.
2004, Kazakhstan Sequoia well-known Italian shoe-making enterprises to buy Wilson's 90% stake, through careful integration of graft, such as Wilson to step into foster recognized international brands and market them in the European Union and the United States market to promote the brand.
in the development of the brand at the same time, globalization and technological innovation are also on the agenda. Italy's acquisition of Wilson, Wang Jianping immediately into the 1,000,000 U.S. dollars with 8 months in one breath developed more than 500 new products.
technological innovation of high-level international business stage, the goal of technological innovation often point to the international market and international technology. R & D centers at home and abroad to form a relatively unified and coordinated network of organizations, organizations in the network, all the knowledge and skills to share. Kazakhstan
himself as a cedar in the area of R & D, cooperative manner Union, Italy will be Wilson's move to institute Chinese Wenzhou shoe, the first phase of investment 2,200,000 euros, is the chief designer of Wilson's daughter, Rosanna boss, Wilson and ARS to the school as the backbone of the designer, and the introduction of international designers.
At present, Wenzhou international business operations from two main aspects, namely, the export trade and overseas investment. Wang Jianping said, there is no lack of Wenzhou enterprises go out of the country, is the key to go out of the country's business what the business model of development. Brbrbr Some experts commented that Kazakhstan to export products from Sequoia capital, the final output to the brand, and its development Strategy and the path for private enterprises in Wenzhou rational choice of going out model provides a strategic blueprint.
the end of the interview, Wang Jianping, it is necessary to hurry to leave the airport take-off, he said that over the next two months to walk to several subsidiaries abroad, there are some significant part in his decision-making needs and making decisions.
Before I left, he took us to Kazakhstan's cedar workshop together with the staff group photo. August of the Chinese shoes are sea, Kazakhstan's Sequoia full of laughter workshop, from the easy-going staff of Wang Jianping, humility, one can virtually feel the combat capability Kazakhstan Sequoia team.
hanging on the wall as a strategic decision to the success or failure to comply with the rules will be able to access motto, Wenzhou private enterprises in the process of internationalization, first of all need to be resolved is the internationalization strategy, and then as soon as possible to be familiar with and use international rules of the game . This is probably
Wang Jianping and his Sequoia Kazakhstan, the secret of your success.