Ｆｏｏｔｗｅａｒ　Ｔｙｃｏｏｎ　Ｘｕ　Ｃｈｅｎｇｊｉａｎ.docVIP

Ｆｏｏｔｗｅａｒ　Ｔｙｃｏｏｎ　Ｘｕ　Ｃｈｅｎｇｊｉａｎ 　　He had neither an enterprise nor products but marketed 　　his mobility between manufacturers and wholesalers. 　　 　　IN only six years, Xu Chengjian has forged a nationwide marketing network and put his brand name “Spider King” in the ranks of “China’s shoe kings.” According to Xu, his success does not lie in his wisdom, nor in his diligence, but in his courage. 　　 　　First Bucket of Gold 　　 　　Xu Chengjian used to be a carpenter. In 1986, he found that a vendor of small commodities, leather shoes and garments earned much more than a wood worker. He wanted to start a business, but had no capital. The idea came to him that he could act as a broker between local enterprises and the market outside. He went to Yongjia and negotiated the ex-factory price, and then borrowed RMB 200 in traveling expenses to seek buyers. The factories would not send out goods without getting the cash, so Xu Chengjian bet on the buyers, whom he persuaded to accept his terms: “Goods are delivered upon receipt of the payment.” 　　After the first few contracts were fulfilled, Xu Chengjian was confident of his new career choice. He continued to recommend new clients, and accumulate trust. At that time, he did not know that his business mode constituted a “virtual operation” ?C he had neither an enterprise nor products but marketed his mobility between manufacturers and wholesalers. Xu Chengjian filled his first bucket of gold this way. 　　One day in 1991, a relative of his asked, “I have found two partners to produce and sell sports shoes. How about joining us?” In a heartbeat, Xu Chengjian agreed and has been engaged in the shoe business ever since. 　　As part of the joint venture, Xu Chengjian was responsible for the production of sports shoes. “At that time, I could not even tell artificial leather from the real stuff,” he admitted. One day, his factory obtained a processing order, but he subcontracted it to another factory. “I wanted to see why that factory