Al: First Conquer The World And Then Conquer The People.

Today is a brand era, no matter what field, manufacturers are trying to build their own brand, in other words, brand has become the main driving force for the survival and development of manufacturers.

As for the accumulation and promotion of brands, manufacturers are also benevolent, and wise men see wisdom: according to the simplest classification, there is a fundamental technology flow based on technological quality, and there is a market flow dominated by marketing activities.

Although the two are different in different fields, but with the appearance of a large number of "fast food brands", the "market flow" seems to have become the mainstream. However, some manufacturers are still sticking to the "technology flow" and driving the brand with quality.

The pursuit of quality in the past fifteen years depends on the prestige of "global manufacturing". "The brand" has always been known as a technical school in the field of sports shoes and clothing, and is regarded as a technological precursor by many famous brands in China.

Based on the strategic conception of "creating a hundred years of enterprise and building an international brand", the brand competition at the beginning of the brand was based on the international competition mechanism.

Chen Yongpei, founder and general manager of global company, also has his own opinion on modern marketing communication: product quality communication is the most effective dissemination.

Therefore, the quality of the global enterprises is improving. It can be said that the quality of doing the job is 15 years. At the beginning of the global entrepreneurship, Chen Yongpei held 84 meetings continuously, and constantly instilled management consciousness and quality consciousness to all the staff.

In the management system, the whole world clearly stipulates that the whole staff should have comprehensive quality management, emphasizing the close cooperation and teamwork spirit of all the staff, and forming an atmosphere of full participation in quality management and "ensuring quality and everyone's responsibility".

We must conscientiously do a good job of quality control in the whole process of production, including product development, design, trial production and pre production assessment. Every process in the production process must be strictly inspecting and inspecting. The final inspection of the product before the factory will find out the abnormal phenomena in production, and find out the solutions and preventive measures in time, and follow up the implementation so as to ensure the high quality of the products.

In terms of system construction, arid has established a series of continuous and effective quality management systems, and has passed ISO9002, ISO9001 - 2000 quality system certification and quality management system, and the product quality system is becoming more internationalized, systematized and standardized.

To ensure the continuous improvement and effective operation of the ISO9000 quality management system, the company takes the whole staff to participate in the overall quality management, customer satisfaction first, and the 100% pass rate for the customers as the quality policy of the enterprise.

According to the previous tests of the national quality supervision and inspection department, the qualification rate of the product has been 100% for many years, and no major quality accident has occurred. It has been recognized by the inspection and quarantine department as the first class enterprise management and has become the first production exemption enterprise in Fujian province.

Quality driven brand: strong technical strength and quality oriented development path, so that it has been widely recognized by the industry and consumers.

In recent years, Ali has successively awarded the "China famous brand", "state inspection free products", "national key new products", "export exemption" and so on. At the same time, it is worth mentioning that Ali has the international footwear industry standard maker and the most authoritative certification body - Satra's first sports shoe technology inspection and certification in China and its specialized laboratory in China. Every year, thousands of high quality sports shoes are developed.

At the same time, Ali insisted on the application of high technology, so that the quality of its products can be interpreted in a more comprehensive way.

From air cushion technology, 3D keel air permeability technology, nano antibacterial and deodorizing technology, steel elastic slow shock system to the successful application of DDS dual density seismic mitigation technology and laser carving technology recently, he made a firm foothold in the field of international professional sports products and became the pronoun of "professional sports quality".

After more than ten years of hard work, it has conquered the world with its excellent quality. Its products are selling well in nearly 100 countries and regions in the United States, Canada, Western Europe, Eastern Europe, Central America, Australia, South Africa, Israel, Japan, China, Hongkong and so on.

The ATHLETIC brand driven by quality has gradually become one of the most important professional sporting goods manufacturers in the world.

Under the initiative of the Chinese government that "China's sporting goods industry needs to have its own famous brand clusters", the brand of the brand has changed its business philosophy of developing overseas markets unilaterally, and has taken full advantage of the image of international professional sporting goods manufacturers to drive domestic sports market.

The return of Ali, in addition to bringing top quality products to consumers, may also bring some thoughts and variables to the field of professional sports products in China.