A Journey Through the Footwear Industry: Insights and Expansion
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Chapter 1: Introduction to Our Shanghai Experience
During our recent trip to Shanghai, my colleagues and I enjoyed a much-needed getaway before delving into business matters. We stayed at a remarkable resort that, by American standards, would easily be rated five stars, yet it only cost us around $60 per night. Like many high-quality hotels in China, it featured luxurious accommodations and an array of exquisite dining options. Each evening, we would indulge in a delightful meal at one of the hotel's restaurants, followed by a relaxing foot massage to unwind.
The following morning, we were set to meet Bing, who would introduce us to their capabilities for our expanded wide calf boot line.
Section 1.1: The Idea of Expansion
The inspiration to broaden our wide calf boot offerings emerged during my time as a “Holiday Help” volunteer. During this period, employees dedicate ten hours during the holiday season to assist with customer service calls. The Customer Leadership Team (CLT) was always available to guide us through the phone system and address any inquiries. Over the past year, I had received numerous calls about wide calf boots, but we only offered two styles at that time. This presented a clear opportunity for us. One of the greatest advantages of a private label business is the ability to address gaps left by existing brands, making this expansion ideal.
Subsection 1.1.1: Factory Tour
Our first destination was a factory in Shanghai, where we observed the production of one of our styles. It was a fascinating experience to see our brand come to life on the assembly line, and Linda shared in the excitement. She was particularly impressed by the intricate process involved in crafting each shoe, which many people overlook until they witness it firsthand.
Section 1.2: Meeting Bing
After the factory tour, we were eager to meet Bing. Our expectations were tempered, as feedback on this category had not been overwhelmingly positive. However, Bing turned out to be a friendly and exceptionally intelligent individual, and I took an immediate liking to him. He presented us with an impressive selection of 25 different styles. This was a significant leap from the mere two styles we had previously offered, and we eagerly accepted all of them. The quality matched our branded styles, making this an exciting development.
Chapter 2: Finalizing Orders
In the factory, we examined the boots closely, and Charles and I proceeded to draft purchase orders to ensure their availability for the fall season. We spent the entire day working on color selections, fabric choices, and size ranges. While it was a considerable commitment, we were confident it would be a major success. Several months later, our predictions proved accurate as sales soared.
To celebrate this achievement, we enjoyed a wonderful dinner followed by more foot massages.
Of course, Linda struck up a friendship with her massage therapist, and it was delightful to see them laughing and taking pictures together. As we wrapped up our time in Shanghai, we bid farewell to Rob and Michael, looking forward to some leisure time in Beijing, where we planned to visit the Great Wall and the Forbidden City.
