After 10 years of processing insoles for foreign merchants, Lai Dayang finally opened his own shoe store, probably the first shoe store in Dongguan. He sells shoes insoles very different from others, not only do not sell other things, and each pair of insoles should be "tailored", the price is also shocking, the highest sold to thousands of yuan.
"Foreign investors are different from us in providing services."
In 2002, Lai Dayang of Longyan, Fujian, set up Dongguan Xinfa shoe material Co., Ltd. in Dongguan wanjiang, specializing in processing high-tech insoles for overseas clients.
On the day of OEM, Lai Dayang made money, but he always felt a bit wrong. He wondered why these insoles are so good at selling abroad. How come there is no one in China? As soon as he was surprised, foreign businessmen turned around the products he produced and shipped them back to the country to sell them, and the prices were surprisingly high.
"In Beijing, a pair of insoles is the most expensive and can be sold for two thousand or three thousand yuan. When we first sold to foreign investors, it was very cheap. We only do production and do not provide services. What foreign businessmen are different from us is that they provide services. The great contrast shocked Lai Dayang. Just in time of financial crisis, Lai Dayang's factory was somewhat obstructed in export. He moved his mind to make a brand and to do the domestic market.
"It's hard to start everything."
Since 2009, Lai Dayang has begun to make preparations for his own brand. He registered the trademark of "Bao foot hall" and held several patents on insoles. But the difficulty of making his own brand is something he has never experienced before. He wants to enter the supermarket channel, but the high cost of entry is prohibitive. He thinks his product is a high-tech product, and wants to enter the science and Technology Museum to display it, but he is suspected of being a liar.
Lai Dayang was not discouraged. He knows that in the domestic market, few people can understand the "shoe store" this new thing. In January 2010, Southern China MALL was recognized as the direct selling center of Dongguan factory, and the Dongguan factory that opened the shop here can enjoy 2 years rent free discount. Lai Dayang decided to open the first shoe store in Dongguan.
While doing its own brand, Lai Dayang's Xin Fa shoe material Co., Ltd. is still in operation, and continues to do OEM for overseas customers. Let overseas customers do his "Technical Advisor", equipment and technical guidance, he owns the brand and runs the store, the profits are divided into two sides, and the two sides form a new partnership.
Personalized product line
In April 14, 2010, Lai Dayang's first "treasure foot hall insole Science Museum" opened. His shop only had insoles and measuring instruments. The instruments in the shop are specially designed for measuring feet. When you put your feet in, the screen shows green, orange, blue and so on. The factory of Lai Dayang will customize the insoles according to these pictures and the requirements of the customers.
Lai Dayang's insoles are much more expensive than the usual insoles. The most expensive pair is up to 1000 yuan, and the cheapest one also needs tens of dollars. Lai Dayang's target customers are athletes. He hopes the players of Guangdong Dongguan bank team can wear their insoles.
Source: Southern Metropolis Daily
