2014 year for the Chelyabinsk shoe factory "Unichel", as well as for the country as a whole, was not the easiest. The main tasks that were solved at the enterprise were issues of “containment” of prices, preservation of production volumes and the work collective.
The annual production volume amounted to 2,85 million pairs of shoes, retail turnover - more than 5 billion rubles. For the first time in the past fifteen years, Unichel has not increased production volumes, leaving them at the level of the previous year. This is due to a decrease in purchasing power, which entailed a reduction in the number of orders for the factory from branded trade.
Despite the economic situation, the company decided not to stop the process of technical re-equipment. In 2014, equipment worth more than 200 thousand euros was purchased. The new equipment, according to experts, allowed to increase labor productivity 1,5-2 times and greatly facilitated the work of workers.
Another significant event was the commissioning of a large logistics center with an area of 10 thousand square meters. meters, which was built two years. Investments in construction amounted to more than 200 million rubles. The need for such a center was due to the catastrophic shortage of storage facilities for storing materials.
During the year, the Unicel retail chain has grown by 40 new stores. Now in Russia and Kazakhstan there are 463 Unicel brand stores. This year, special attention was paid to the development of distant markets - Primorye, Murmansk, Khabarovsk, Vladivostok. In November, the first branded stores were opened in the Republic of Kazakhstan, which, after just a month, proved to be promising. Unichel footwear is sold in Aktobe, Uralsk, Kostanay, shops in Kokshetau and Petropavlovsk are at the launch stage. The company plans to open at least 15-20 stores in Kazakhstan in the next three years, each with an area of 100 to 150 sq. meters.
An important strategic decision at the enterprise was the anti-crisis price reduction for the new collection. Cost reduction took place in two directions at once: the factory, due to profitability, reduced selling prices by 5-7%. The same number of "shrunk" branded stores, minimizing the trade margin. Together, the measures taken allowed to reduce prices by 10-15%, bringing them closer to last year.