Ukukhula kwebhanti yezoshishino luhambo olunzima kunye nomngeni, kwaye icandelo lezihlangu zabasetyhini base-Chengdu, eyaziwa ngokuba yi "Capital of Women's Shoes in China," ngumzekelo wale nkqubo.
Ukuqala kwi-1980s, imboni yokuvelisa izicathulo zabasetyhini base-Chengdu yaqala uhambo lwayo kwiSitalato saseJiangxi, kwiSithili saseWuhou, ekugqibeleni yandisa ukuya eShuangliu kwi-suburbs. Ishishini litshintshile ukusuka kwiiworkshops ezincinci eziqhutywa yintsapho ukuya kwimigca yemveliso yanamhlanje, egubungela yonke inkalo yekhonkco lokubonelela, ukusuka ekusetyenzweni kwesikhumba ukuya kwintengiso yezihlangu.
Umzi-mveliso wezihlangu waseChengdu ukwindawo yesithathu e-China, ecaleni kwe-Wenzhou, i-Quanzhou, kunye ne-Guangzhou, ivelisa izihlangu zezihlangu zabasetyhini ezahlukileyo ezithunyelwa kumazwe angaphezu kwe-120, zenza ingeniso ebalulekileyo. Iye yaba yeyona ndawo iphambili yokuthengisa izihlangu, ivenkile, kunye nemveliso eNtshona China.
Nangona kunjalo, ukunyuka kweempawu zangaphandle kwaphazamisa uzinzo lweshishini lezihlangu zaseChengdu. Abavelisi bezihlangu zabasetyhini balapha baye basokola ukuseka iibrendi zabo kwaye endaweni yoko baba ziifektri ze-OEM zeenkampani zamazwe ngamazwe. Le modeli yemveliso ye-homogenized ngokuthe ngcembe yatshabalalisa umda wokhuphiswano lweshishini. I-e-commerce ekwi-Intanethi iye yongeza ngakumbi ingxaki, inyanzela iimveliso ezininzi ukuba zivale iivenkile zazo. Isiphumo sokuhla kwee-odolo kunye nokuvalwa kwefektri kwatyhalela ishishini lezihlangu zaseChengdu kwinguqu enzima.
U-Tina, i-CEO ye-XINZIRAIN Shoes Co., Ltd., uye wahamba kweli shishini liphazamisayo iminyaka eyi-13, ekhokela inkampani yakhe ngotshintsho oluninzi. Ngo-2007, uTina wachonga ithuba leshishini kwizihlangu zabasetyhini ngelixa esebenza kwintengiso yentengiso yaseChengdu. Ngo-2010, waseka umzi-mveliso wakhe wezihlangu. “Siqale umzi-mveliso wethu eJinhuan kwaye sathengisa izihlangu eHehuachi, siphinde satyala imali kwimveliso. Elo xesha yayilixesha legolide kwizihlangu zabasetyhini baseChengdu, eqhuba uqoqosho lwasekhaya, ”ukhumbula uTina. Nangona kunjalo, njengeempawu eziphambili ezifana neRed Dragonfly kunye ne-Yearcon zigunyazise iiodolo ze-OEM, uxinzelelo lwale miyalelo mikhulu lucinezele isithuba sophuhliso lwegama labo. “Siphulukene nombono wethu ngenxa yoxinzelelo olukhulu lokuzalisekisa iiodolo zeOEM,” ucacise watsho uTina, echaza eli xesha “njengokuhamba sibambe nkqi emqaleni.”
Ngo-2017, eqhutywa ziinkxalabo zokusingqongileyo, uTina wafudusela umzi-mveliso wakhe kwipaki yemizi-mveliso entsha, eqalisa inguqu yokuqala ngokugxila kubathengi abakwi-intanethi abanjengoTaobao kunye neTmall. Aba bathengi banikezela ngemali engcono kunye noxinzelelo oluncinci lwempahla, ukubonelela ngengxelo exabisekileyo yabathengi ukuphucula imveliso kunye ne-R&D. Olu tshintsho lwabeka isiseko esomeleleyo sekamva likaTina kurhwebo lwangaphandle. Ngaphandle kokusilela kwakhe ekuqaleni kobuchule besiNgesi kunye nokuqonda amagama afana ne-ToB kunye ne-ToC, uTina waliqaphela ithuba elivezwe ngamaza e-intanethi. Ekhuthazwe ngabahlobo, waphonononga urhwebo lwangaphandle, eqonda ukuba kunokwenzeka ukuthengisa kwi-intanethi phesheya kolwandle. Ukuqalisa inguqu yakhe yesibini, uTina walenza lula ishishini lakhe, watshintshela kurhwebo olunqumla imida, waza waphinda walakha iqela lakhe. Ngaphandle kocelomngeni, kuquka nokuthandabuza koontanga kunye nokungaqondi kakuhle kwentsapho, wazingisa, echaza eli xesha “njengokuluma imbumbulu.”
Ngeli xesha, uTina wajongana noxinzelelo olukhulu, ukuxhalaba rhoqo, kunye nokuphuthelwa kodwa wahlala ezibophelele ekufundeni ngorhwebo lwangaphandle. Ngokufunda nangokuzimisela, ngokuthe ngcembe wawandisa ishishini lakhe lezihlangu zabasetyhini kumazwe ngamazwe. Ngo-2021, iqonga le-Intanethi likaTina laqala ukuchuma. Uvule imakethi yaphesheya ngomgangatho, egxile kwiibrendi ezincinci zoyilo, iimpembelelo, kunye neevenkile zoyilo lwe-boutique. Ngokungafaniyo nezinye iifektri ezinkulu zemveliso ye-OEM, uTina wabeka phambili umgangatho, esenza imakethi ye-niche. Uthathe inxaxheba nzulu kwinkqubo yoyilo, egqibezela umjikelo obanzi wemveliso ukusuka kuyilo lwelogo ukuya kwintengiso, eqokelela amawaka abathengi abaphesheya ngeereyithi zokuthenga kwakhona. Uhambo lukaTina luphawulwa ngenkalipho kunye nokomelela, okukhokelela kutshintsho lweshishini olunempumelelo amaxesha ngamaxesha.
Namhlanje, uTina ukwinqanaba lakhe lesithathu lenguqu. Ungumama onebhongo wabantwana abathathu, umntu othanda ukomelela, kunye neblogger yevidiyo emfutshane ekhuthazayo. Ukufumana kwakhona ulawulo lobomi bakhe, uTina ngoku uphonononga ukuthengiswa kwearhente yeemveliso zomyili ozimeleyo phesheya kunye nokuphuhlisa uphawu lwakhe, ebhala ibali lakhe lohlobo. Njengoko kubonisiwe "UMtyholi Unxiba iPrada," ubomi bumalunga nokuzifumana ngokuqhubekayo. Uhambo lukaTina lubonisa olu phononongo luqhubekayo, kwaye umzi-mveliso wezihlangu zabasetyhini baseChengdu ulindele oovulindlela abaninzi abafana naye ukuba babhale amabali amatsha ehlabathi.
Ngaba uyafuna ukwazi ngakumbi malunga neqela lethu?
Ixesha lokuposa: Jul-09-2024
