Ding Mingliang: I Used 150 Yuan To Set Up The Shoe Factory Of Del Hui.

His success is legendary from the creation of a shoe factory with only 150 yuan to a well-known company with annual sales of several billion yuan.

He was 13 years old and forced to drop out of school early and set up a stall.

Among them, a fire had made his factory that had been built for nearly ten years instantly turned to ashes.

But he simply clenched his teeth and rebuilt the new home in ruins only in half a year.

He's still in Quanzhou.

He is Ding Mingliang.

Invest 150 yuan to create a leading brand of leisure sports

Adventure is the natural instinct of entrepreneurs. Ding Mingliang's initial venture is linked to basic survival needs.

Since he was 17 years old and had only 150 yuan to run a factory, he has been dreaming all the time.

In the past, he liked to laugh and laugh whether he was successful or frustrated.

"What I really value is the future of enterprise development," he said.

Poverty: actively dropping out of school to set up a stall

Poor children are masters of the family.

For a child who has just graduated from primary school, it is not easy to let him give up his studies and raise the burden of supporting his family.

However, seeing the poverty at home and experiencing the hardships of parents raising six children, Ding Mingliang, the eldest son, could not calm down, decided to drop out of school voluntarily, and help his parents to raise the burden of supporting their families.

This year, he was 13 years old.

Ding Mingliang, who dropped out of school, started selling small items in Quanzhou.

Not long after, he went along with his folks for a long time.

Hard life has formed his strong and tough character.

In 1982, he opened a small bag workshop with his fellow countrymen to make plastic bags. This is his first venture.

Transformation: from packaging bag workshop to shoe factory

In the second years of the normal operation of the plastic bag factory, he discovered that the shoemaking industry was a new student. Although he did not succeed, he saw the future of the industry, so he took two younger brothers and took the sole 150 yuan to establish a shoemaking workshop with others and embarked on a difficult road to create.

"I remember the first day when the shoe factory opened, we made 6 pairs of shoes, and everyone was very happy at that time.

It's not how much money the shoe can make immediately, but its success has made its own product.

This means a new start for us. We can make shoes and make shoes business. "

He said that at that time, he and his brother all had a dream that one day they could live in their own two storey buildings.

In 1987, he made the biggest investment decision since he started his business: he spent 40 thousand yuan on a set of advanced shoe making equipment.

This move was somewhat unrealistic to many people in the village at that time.

Later facts proved that his choice was quite sensible.

The improvement of the quality of shoes has won a good reputation for the company in the domestic and foreign markets. He also officially named the "shoes" for the shoe factory, which initially owns modern equipment.

Toughness: stand up again after the upheaval of fire.

Just as he was ambitious to outline the grand blueprint, the sky was in bad luck, and a fire that had never been anticipated was destroyed by all his factories and equipment.

His years of effort were destroyed.

Internationalization: Joint eight professional companies

After several years of rapid growth, the scale of the company's channels across the country has been expanding.

However, he kept sober and calm, faced with many blind expansion and made the company fall into a trap. He promptly put forward a series of reform policies to stick to the quality "backyard" and so on.

He believes that a strong company must have the ability to develop independently, and must develop faster than its competitors in the pace of development, constantly create popularity and take the initiative to guide consumption.

He boldly introduced the designers of Korea and Taiwan and set up a huge design and development team.

These design teams imported from Nike production base have become a pioneering work for Jinjiang footwear industry.

After introducing international talents, he began to think about brand internationalization.

Last year, he combined with eight professional companies to integrate and enhance the brand, marketing, human resources, terminal market, graphic design, space design, production management and so on, and amend the combination of trademark and letter, so that the brand of the company is more internationalized and modern.

"After changing the original letter Deerhui into English combination Deerway, the new English name is more international.

A grand blueprint for building a century old brand culture enterprise has gradually become clear in his mind.