interview with Mr.Salimi

“We are going to take our lost share market in the coming years”, it is the core point of new director manager of Melli Industrial Group Holding in the meeting with the leading experts and members of boards of Association of Managers & Experts of Iranian Shoes Industry (ASSOMES).

The meeting took place on 23^rd of Shahrivar in the central office of Melli Industrial Group with participation of the biggest Iranian shoes manufacturers. First, Ali lashkari, as the president of the ASSOMES delivered a short speech on the policies of the shoes industry in iran.

“Finally, after many years, today the government has paid special attention to footwear and leather industry. This point, now, is being clarified in the latest version of Iran’s industrial policy which was released last Month. Furthermore, in the meeting of board members of ASSOMES with the minister of industry, mine and trade, Nemat Zade expressed an intensive interest  for growth of the shoes & leather industry”, Lashkari told.

Afterwards, attendant experts put their suggestions forward in association with mutual collaboration between shoes producers and Melli shoes as the biggest retailers of the middle-east. All the members accepted that the chain store Melli shoes with more than 240branches in Iran, still is the major contributor of Iran’s shoes industry; therefore, any progress in the industry could not be made unless Melli Shoes plays its prominent role as the biggest country brand.

Mohammad Naghi Salimi, the new chief of Melli shoes was the next person who delivered his speech. He started his speech regarding to the current situation of Melli Shoes Company from financial as well as share market aspects.

“We have started our mission in a really complicated situation. Our concern is not only to meet the current demand, but also adopting a pioneer strategy in order to capture more customers; so we need to work simultaneously”, Salimi expressed.

“We are supposed to conduct a comprehensive educational program based on Educational Needs Assessment for both line as well as staff departments because of their vital role in achieving sales target. In the first step, we are supposed to perform special training for salesmen of branches whole the country,” This point was noted by him in response to the request of one of attendant towards encouraging education.

In addition he said; “our branches is our main asset, though we don’t exploit them effectively. According our new plan, we want to take serious reform action about decoration of our outlets; also the quality of shoes that are supplied is another aspect that we have recently taken it into our consideration.”

Salehi who just experiences a couple of month of managing the Melli holding, delivered his critical speech after Salimi. Initially, he welcomed all the experts who accept to take part in the meeting, then he said: “Today, we are inherited more than 240 stores, whereas three decades ago this figure was as twice as now; But still according to the number of our outlets we are the first in the world, because even current well-known brands don’t belong this number of outlets.”

“I am a change manager and  the main reason that I have accepted this responsibility is that I want to bring back the lost market share of Melli shoes. In spite of several challenges that the company has suffered during recent years, Melli is still the major national shoes brand,” the new director manager of Melli holding said.

He also noted; “Although an expand retail chain is readily available to us, actually, our business suffers from a low turnover. Through the years, we gradually have lost our market share, whereas three decades ago Melli brand was well-known because of the quality of its shoes.”
“Now, the reason that we are here is that, we want to take steps in order to make a big change. Today, our business is faced with enormous problems whether to meet the standards of the quality or to fulfill demands of new generation for the fashionable shoes,” Salehi said.

“I have conditionally accepted this responsibility. It is my preference to work with domestic producers, I will be proud if we could make a considerable rise in the company profit in mutual collaboration, but in addition, I am authorized for import. It is my mission to work with you, but no under any circumstances. “Quality” and “reasonable price” are two factors that we ask the producers to meet it,” he mentioned.

He critically continued his speech and added, “Here can be used as a warehouse for producers.  A great change will emerge in the method of our purchase from the suppliers. In spite of my personal enthusiasm to work with you, inevitably, I would prefer to work with international vendors, if you don’t meet this condition.”

Afterwards, according to the importance of the discussion, Lashkari delivered the final speech. He said; “all evidence suggest that Iran’s shoes industry is at a turning point. On the one hand, after nuclear agreement a great desire for international cooperation is emerged in all areas and shoes and leather industry obviously, is not exception, and on the other hand, after many years, garment industry including shoes and apparels is being considered as one of the strategic industries by the government”, Lashkari said.

He continued his speech by expressing his concern about the current situation. He said; “in spite of our remarkable competency in shoes and leather industry, our industry is suffer from several disadvantages.”

“The points which mentioned by Mr. Salehi are real concerns. Reducing cost is frequently warned by leading experts who believe it is mandatory rather than optional. As long as you don’t embrace the new trend expressed by Mr. Salehi, there is no chance even to survive. Moreover it almost possible that the national market dominated by multinational brands”; Lashkari said.

He noted; “According to the carried future-study by ASSOMES, our industry is encountered four scenarios and the main challenging factor is the “price”. To combat competitors and to maintain the national market, we need industrial reformations on the production method. The majority of our production units are too small to enjoy cutting-edge technology; whereas in order to reduce the price we need to be more rely on the technology.”

“In 10 years around 1404, our due date arrives. As a person who has spent most of his career life in this tradeI hope we could end up with success, though we face serious challenges. I believe our potential is enough to tackle these challenges but everything is depends on your effort.” He pointed.

He finally concluded his speech by these words; “Today, we signed a conditional agreement, we can ask Mr. Salehi and the government to prepare primary infrastructure, however, it is your responsibility to accept the new process or not.

The latest news of EMPEX4

As becoming closer to the date of EMPEX4 Exhibition, more attempts are forming. These days whether authorities or participators are supposed to put their best effort into holding the high quality exhibition. Therefore, in order to provide more general information Industry Shoe Magazine has conducted an interview with Jalil Ghafari the head of the board of Sonoof Company, the executor of the exhibition.

He explained that the exhibition will be held during 6-9 Azar. He categorized companies in two groups including domestic as well as international. The international participator encompasses a couple of companies from China and Turkey; in addition to some companies from EU, though European’s enrolment is still under the process.

According to the prominent role of international companies, he put emphasis on the advertisement to publicize the event and encourage more well-known brands to take part in the exhibition. “There is no doubt that attendance of international companies is crucial both from financial as well as social aspects. However, this goal is accessible through effort in group, so we invite all shoes and leather leading managers and experts to have involvement in this occurrence.

Complementary training activities

Then, about training activities, he added: “A series of short-term workshops as well as theoretical classes is planned, but it might that we postpone its date after the exhibition due to shortages of the space, also, it is believed that participants could not take a chance to attend on those courses that would be held simultaneously with the exhibition.

Means of the advertisements

Apart from time and  trainingGhaffari discussed about advertisements and public relation practices. He divided activities in two groups, then he added; “we have launched a campaign in order to attract plenty of the best companies as the participators, then we are going to conduct another campaign for the visitors. It is our pleasure to impact professional experts through the ads for the benefit of the companies who expect to sign contracts in the exhibition.”

“Website as well as journal which is published by shoes and leather unions and associations is the best means of advertisements for the companies, because they could be in direct touch with the professionals and leading experts of the shoes industry. So, avoiding from TV ads is highly recommended which could merely impress the masses”, the head of the company said.

 Finally, he invited all experts and enthusiasms to visit the exhibition.