Peng Huaicheng, The E-Commerce Shoe Giant Sweeping The Floor

Peng Huaicheng, the general manager of Guangzhou Xingchen Shoes Co., Ltd., quickly built the enterprise into a dark horse in the e-commerce field of China's shoes industry by relying on the forward-looking e-commerce concept. Peng Huaicheng is also honored by the media and peers as "the leader of e-commerce footwear industry Juzi ".

Full of hardships in the entrepreneurial process, perseverance shows the true character of heroes

Peng Huaicheng was born in the 1970s and has five brothers and sisters in his family. He is in the middle. The burden of caring for his younger brother and supporting his parents lay on Peng Huaicheng's childish shoulder. He dropped out of school to work in Dongguan in the second grade of junior high school. In the daytime, they try every means to find a job. In the evening, they sleep in the lychee trees and wild grasslands, and are chased by the security team every day. Finally, he attracted the attention of the boss of a Taiwan funded shoe factory by holding up his cover letter for three days. The boss asked: What can you do? Peng Huaicheng, who is only a teenager, replied: "Nothing can be done.". The boss asked: What can I do? The answer is: anything can be done. So the boss asked the security guard to take a broom to sweep the gate for Peng Huaicheng to show him. Peng Huaicheng, who grew up doing farm work, cleaned the gate of the factory three or five times. So the boss was impressed by Peng Huaicheng's persistence and hired him exceptionally. The first week's work was to knock on the bottom of the shoes. On average, 400 pairs of shoes were knocked every hour. The hands were full of blisters. The hands were swollen and could not see the hand seams. But Peng Huaicheng, with a bright vision for the future, gritted his teeth and persevered. His efforts have also returned their due rewards, and he has gradually grown from a handyman to a department head in the factory. In 1996, Peng Huaicheng failed to go home to start his own business. In 1997, he came to Guangdong for the second time as a senior commissioner of the General Manager's Office of a Taiwan funded shoe factory. However, due to the 911 incident, the factory was dissolved and unemployed again. One month later, he was recruited to work in a shoe factory in Guangzhou as the factory director and obtained an EMBA degree from Sun Yat sen University.

In November 2004, Peng Huaicheng borrowed 120000 yuan from his friends and rented more than 600 square meters of factory buildings to start his business. For several times, due to the difficulty of capital turnover, enterprises were on the verge of bankruptcy. Peng Huaicheng, relying on his persistent belief and tenacious perseverance, saved the crisis again and again and the enterprise became more and more prosperous. In 2006, Guangzhou Xingchen Shoes Co., Ltd. experienced the third expansion of a factory area of more than 6000 square meters, and colleagues also enjoyed a certain reputation in the industry. {page_break}

　 Adhere to the core competitiveness of enterprises and avoid the impact of market financial storm

Now, under the leadership of General Manager Peng Huaicheng, Guangzhou Xingchen Shoes Co., Ltd. has become a well-known shoe manufacturer at home and abroad, and has been continuously ordering in recent years. It has developed into an industrialized enterprise integrating the R&D, design, production and brand marketing of high-class and mid-range men's and women's leather shoes, fashion shoes and casual shoes. Peng Huaicheng, who has more than 20 years of shoe making experience, has a certain popularity and good reputation in the industry. With the expansion of business in the world, the enterprise has grown and developed, forming a factory covering an area of more than 6000 square meters, with more than 300 employees, modern production equipment, fine handcrafting personnel, and efficient management team.

Guangzhou Xingchen Shoes Co., Ltd. adheres to the enterprise development strategy of "quality wins the future", so its products are of excellent quality and well made. They are not only popular in China, but also exported to high-end markets in Europe and America, such as Italy. Even under the financial crisis in 2008, thousands of footwear enterprises of all sizes in Guangzhou closed down. However, General Manager Peng Huaicheng led Guangzhou Xingchen Shoes Co., Ltd. to attract many domestic and foreign enterprises by virtue of good reputation, exquisite workmanship, superior materials and enterprise integrity. Even Italian brand Laura Biagiotti, well-known Chinese clothing companies PeaceBird and FeerBird, Chinese e-commerce brands Moonbasa and VANCL have conducted in-depth cooperation with Guangzhou Xingchen Shoes Co., Ltd.

All miracles are created by General Manager Peng Huaicheng's precise corporate strategic direction, scientific management thought, decisive business strategy, bold market breakthrough, and honest standards of conduct. It can be said that the glory of Guangzhou Xingchen Shoes Co., Ltd. is the shining light of noble sentiments and professional qualities of the team led by General Manager Peng Huaicheng.

However, in the face of all this, General Manager Peng Huaicheng did not feel complacent, but began to constantly ponder. Peng Huaicheng, the general manager, found that more and more shoe manufacturing and processing enterprises in China started price competition, and the sales of traditional market channels began to be monopolistic. Consumers began to focus on brand instead of quality; On the other hand, in the face of many foreign brands who have OEM through Chinese enterprises, they can easily sell back to the Chinese market at several times of the price when they stick foreign trademarks. The advantages of traditional production and processing are becoming weaker and weaker, and even enterprises cannot make profits.

Therefore, General Manager Peng Huaicheng decisively formulated the business strategy of creating his own brand and developing new brand marketing channels, and led the team to constantly study and learn e-commerce knowledge.

　 Establish enterprise's own brand and open up new e-commerce channels

Peng Huaicheng, the general manager, is well aware that only brand is the continuation of enterprise life, which means a brighter future. Peng Huaicheng, the general manager, adapted to the changes of the times, rapidly changed his ideas and strategies, and formulated the strategic development plan of "making products before, making brands now". The enterprise focuses on brand from development, production, publicity, sales, corporate image publicity and other market behaviors. After several years of hard work, the company's "alinli", "JOYBANY" and "KEN. KENNY" brands have finally become well-known footwear brands in China.

At the beginning of creating three brands, "alinli", "JOYBANY" and "KEN. KENNY", General Manager Peng Huaicheng clearly realized that it would take a long time for the traditional shoe market to make the brand bigger and better through traditional channels, with high cost consumption, slow development, serious product homogenization and increasingly fierce competition. And e-commerce can quickly expand the advantages of production enterprises, build new marketing channels, and establish brand image.

Only by formulating e-commerce marketing strategies in line with the development of enterprises can we be invincible in the market competition full of opportunities and challenges. So Peng Huaicheng, the general manager, made up his mind to increase investment, reorganize enterprise resources and strategies by means of online marketing and e-commerce, and carried out in-depth marketing cooperation with the well-known e-commerce platform Taobao. Today, the three brands "alinli", "JOYBANY" and "KEN. KENNY" sell more than thousands of pairs on the Internet every day. Peng Huaicheng, the general manager, said that the next step would be to spend huge sums of money to expand e-commerce channels and increase market efforts to improve the reputation and sales of private shoe brands.

Peng Huaicheng, the general manager of Xingchen Shoes Co., Ltd., is on the same road to success as the KEN produced by Xingchen Shoes Co., Ltd KENNY's top luxury brand shoes have been polished for countless times before they are successful. Today, the wave of e-commerce has swept the country. Peng Huaicheng, the general manager, feels that e-commerce is the inevitable choice of traditional production enterprises, the only way for traditional enterprises, and also a new marketing model from production enterprise products directly to consumers. It is believed that Peng Huaicheng, the "shoe giant in China's e-commerce industry", will lead enterprises to create more glory and contribute more power to China's e-commerce.