The rise of a small town in shoe country

Chapter 303 Unleash the Big Move
Among the 22 shoe samples, there are six men's shoes, seven children's shoes, and nine women's shoes.

The eliminated shoe samples are also useful. Jin Yunfei asked the two girls to make a second design, synthesize and adjust, and design a second set of shoe samples as a backup.

Jin Yunfei asked Sanmei, "Sanmei, how do you plan to arrange the production of autumn shoes?"

"Brother, it's up to you. Didn't you say you have a big move?"

After thinking for a while, Jin Yunxing said: "At the beginning of July, on the premise of continuing to produce sandals, start the trial production of autumn shoes. In early August, start the trial sale of autumn shoes, and try to end the production of sandals in mid-August, and start the full-scale production of autumn shoes at the same time. .In terms of sales, we must strive to have our autumn shoes spread across all markets north of the Yangtze River by the end of August."

The third sister said: "This is similar to the arrangement in previous years. Brother, what about the big move you mentioned?"

"Don't be in a hurry." Jin Yunfei asked: "Think about it, everyone. We discussed the shoe samples, finalization and production arrangements of the autumn shoes. What link did we not discuss?"

The eldest sister said: "There is still no discussion on the price."

Jin Yunfei nodded, "Xiaoting, Shanshan, have you calculated the cost of new shoes?"

Li Shanshan said: "We have initially calculated that the cost of children's shoes is 13 yuan per pair, the cost of women's shoes is [-] yuan per pair, and the cost of men's shoes is [-] yuan per pair."

Xie Xiaoting added: "The error is plus or minus [-] yuan per pair."

Jin Yunfei asked Yue Xiuqing, "Honey, our Yunfei brand shoes are brand-name products, what do you think is the right price?"

Yue Xiuqing said: "As a rule, since it is a brand-name product, the price must be higher. I suggest that children's shoes are 11 yuan, women's shoes are 15 yuan, and men's shoes are 19 yuan."

That is to say, the profit of children's shoes is [-] yuan per pair, the profit of women's shoes is [-] yuan per pair, and the profit of men's shoes is [-] yuan per pair.

Everyone else was nodding, expressing agreement with Yue Xiuqing's pricing.

This profit, except that it does not include defective products and waste, is basically pure profit. As for the profit rate, it was not high two or three years ago, but it is a bit high in the current recession.

There are rules in the line, and there are rules in the industry.After more than ten years of development, Wenlin shoes have basically formed five grades.

The highest level, of course, is represented by Jin Yunfei's company, there are less than five companies in the city, and the products are of high quality and high prices.

The second grade is represented by Yu Kefei's Jiuding Company, and there are about a dozen of them. The price of the same shoes is about one yuan lower than that of the first grade.

There are many shoe companies in the third tier, which can be regarded as large-scale enterprises, like Jin Yunfei's other two neighbors, Li Tengyun and Tan Yandeng, as well as his second brother Jin Yunxing and those few friends, all belong to this tier.Their scale is more than 100 people, and their price is [-] to [-] yuan lower than Jin Yunfei's shoes for the same shoes.

The fourth tier is those small shoe factories with dozens of employees. There are about 250 in the city.These small factories are not large in scale, but they have a strong ability to survive, and all they make are handmade shoes.They imitate the shoe samples of big factories, and then sell them at a low price. The price is more than three yuan lower than Jin Yunfei's shoes, and it may even reach four yuan.

The fifth category is a large number of self-employed, at least 20 in the city.To put it bluntly, a self-employed person is a family workshop, one room per house, and [-] people are employed, which is a shoe factory.Compared with large-scale enterprises, self-employed individuals have lower taxes and fees, no decent equipment, lower wages for employees, and their own profit margins.

The source of shoe samples for self-employed people is mainly to imitate the shoe samples of big factories, but it is not profitable to imitate in a proper manner.They mainly cut corners and replace good materials with inferior materials, and some also use the method of reducing the size of the shoes, which is to reduce the size of the shoes in order to save costs.

Therefore, the reputation of Wenlin shoes has not been very good. The name "worship shoes" is the most typical evaluation, which means that Wenlin shoes can only be worn for a week at most.

Jin Yunfei said: "I think Xiuqing's price is too high. No, it's too high."

The eldest sister asked: "Brother, what do you mean?"

"I mean, children's shoes are 13 yuan per pair, women's shoes are 16 yuan per pair, and men's shoes are [-] yuan per pair."

Everyone was dumbfounded.

Jin Yunfei's pricing has reduced the profit of the three-style shoes for boys and girls to three yuan, two yuan five and two yuan respectively.

This is so unconventional.

As the leader of Wenlin City's shoe-making industry, the biggest advantage is the high price. Yunfei's shoes are sold at a high price, so that the following enterprises and self-employed can have room to survive.The profit of famous brand shoes is only two or three yuan. How can you let low-end companies imitate them?
Compared with last year, Jin Yunfei's price dropped by an average of two yuan.

It can be seen that there are many opponents, and the opposition is strong.

Only the third sister, frowning and thinking.

Jin Yunfei smiled and asked Third Sister, "How is it? Is my big move okay?"

"Brother, I understand." Third Sister nodded and said.

"Then tell me, I'll listen to you."

Sanmei said: "We sell at a low price from the very beginning. There are three advantages. First, we can sell small profits without worrying about sales. Second, we can prevent all imitation factories from imitating. Third, we can win the competition from our peers and consolidate our leading position. .”

"What's the downside?"

"There are also three disadvantages. First, our profits are reduced. Second, we are criticized by thousands of people and reviled by our peers. Third, it will be difficult to raise prices when the market improves in the future."

After a pause, the third sister said again: "But more importantly, the big brother's move has two important meanings. One is the new way of survival of the enterprise in the case of a sluggish market, which is to win the market at a low price and consolidate the market. The other is Realize the reshuffle of the industry, because our low-price sales strategy will compress the living space of low-end enterprises and individual households.”

Jin Yunfei said: "Actually, our profit margin is not low. You must know that 70.00% of the shoe materials we use are ex-factory prices, which is difficult for others to do. If this factor is taken into account, the profit margin of our three-style shoes will , should be two yuan five, three yuan two and three yuan eight."

"I agree." Yue Xiuqing was the first to change her mind.

Jin Yunfei added: "Everyone must be mentally prepared. If the market situation is still not good, we will continue to cut prices next year."

As for the market situation, everyone knows that Jin Yunfei was helpless. Everyone changed their minds and supported Jin Yunfei's big move.

Finally, Jin Yunfei emphasized that this big move should be kept strictly confidential until the trial sale of autumn shoes begins.

But there are two people, Jin Yunfei dare not hide, one is Cao Dinggui from Fujian, and the other is Yu Kefei from next door.

As for Kefei, there is no need to tell him right away, but for Cao Dinggui, you have to tell him right away.

The next morning, in the office, Jin Yunfei called Cao Dinggui.

"Hehe...Old Cao, I heard, I heard that you finally retired yourself?"

(End of this chapter)