The "Disk" Theory Of Dropping Water Into Stone

In fact, since the establishment of the company in 1993, the forest and its helm are constantly becoming the focus of the world.

When the star endorsed, he asked the scientist to "go out of the mountain" and set a precedent for his domestic counterparts. When Anta and XTEP first landed on the Hong Kong stock market, he chose to be listed on the NASDAQ in the United States and become the first Chinese sports consumer brand. When the outside world had a lot of complaints about the "follow suit" of the Jinjiang brand, he came out and said, "follow suit" is not a bad thing. When others are busy with sports brand investment theory, he says that who is big and who is small is not important, and that long term is the key; when friends feel that he is a good man, he has made many amazing moves in his business strategy. When everyone else

All he did was to let Xi Long go deep into the hearts of the people, and the confidence of "water" wearing stones came from a set of invincible "disk theory" that he groped out in his business.

"Disk" thinking

Exert oneself

Near the North Fourth Ring Road in Beijing, there are more than 10 Olympic venues, including the National Stadium (the "bird's nest"), the National Stadium and the National Swimming Center (the "Water Cube").

Along this road, most of the tourists will be lost among these great buildings.

But a friend of Lin Shui pan has worked out a "big secret" from which he has joked: the state invested billions of dollars to advertise for you personally.

Originally, the secret of this friend's mouth lies in the following three buildings: "bird's nest", "Water Cube", and Pangu Seven Stars Hotel, which are adjacent to each other. "Bird's nest" stands for "Lin". "Water Cube" represents "water", while Pan Gu Seven Star Hotel represents "disk".

As for this "joke", Lin Shui pan is very useful. He often talks to his friends during tea chat, and listeners are impressed by his indissoluble bond with sports.

Like personal communication, Lin Shui pan is also good at making use of force in brand communication.

In 1999, Anta hired Kong Linghui to make a hit. It was like dropping a blockbuster in Jinjiang.

For a while, celebrity endorsement became popular.

Two years later, Lin Shui pan registered the brand of "Xi De Long".

In the face of the "brand" springing up like mushrooms, how can the unknown "Xi long long" be able to be superordinate quickly?

Like other people, Lin Shui pan also wants to speak with celebrities.

What's different is that he wants to spend less energy in the beginning.

At first, there were three stars who entered his vision. One was Fu Mingxia, one was Wang Liqin, the other was Cai Zhenhua.

In this "three election one" topic, Lin Shui pan finally chose "Lao Cai".

"Fu Mingxia was very red at that time, but Minnan people said that diving and diving were the first thing that felt bad, especially when the share price dived, so I gave up.

But Wang Liqin was good at that time, but sports career had many contingencies, and no result was achieved.

Instead, coach Cai is the best.

Lin Shui pan is pondering, asks the spokesperson to raise the popularity not only, but also the low risk, must start a gun.

If someone asks Kong Linghui, I'll ask Kong Linghui's master.

The apprentice is brought out by the master, and the apprentice is famous. How can the teacher speak better than him?

Soon, the first commercials shot by Cai Zhenhua appeared in CCTV5's "live broadcast", and countless people knew it.

With the Chinese table tennis athletes in the international competition ZOJE news, heideong sports shoes also began to jump rapidly, orders from all over the country such as snowflake flying, lack of production capacity of the forest water plate worry and worry, unexpectedly, the business has always been steady, the forest water pan unexpectedly arrived in Putian, and bought two quite large scale production lines within one day.

"Disk" decision-making power

Fashion Road

"Selling refrigerators to Eskimos" is undoubtedly a great test for enterprise's analytical ability.

Who can see the potential market through appearances, who can seize the opportunity and stand out.

For many years, the experience of market competition has enabled him to be sensitive to the consumer market, and he can quickly formulate business decisions and establish brand strategy according to the market trend.

From sports celebrities Cai Zhenhua to entertainment star Aaron Kwok, and then to scientist Sun Yining, to count several of the spokesmen of Xi long, it is easy to find that Xi De Long has been separated between the "professional" and "fashionable" routes.

Today, the brand personality of Xi De Long is officially fixed in twelve words: "happy fashion, youth publicity, rapid upward".

It was the new product conference held in Shenyang in 2006 that Lin Shui pan decided to take off the "professionalization" and "live".

This season's new product conference, sports series orders far less than life and fashion series orders, Lin Shui pan began to reflect on positioning.

This is a vibrant era, sports brand is also facing a group of young consumers, many brands are encouraging them to sweat and struggle for life inspiring, brand competition is fierce.

"In this industry, basketball shoes and other professional sports products, sales accounted for only 3% to 5%, lifestyle products are the real mainstream, so Xi dragon advocates" let sports fashion up, let sports happy! "

But life does not mean abandoning the technological content of products.

In 2007, the Sports Science Research Institute of the State Sports General Administration set up the sports equipment research and development base, and became the sole research and development base set up by the State Sports General Administration at that time.

In the same year, he also hired professor Sun Yining, a researcher and professor of Hefei Intelligent Machinery Research Institute of Chinese Academy of Sciences, as a brand spokesperson.

Subsequently, the foot type scanner was also launched in large domestic stores to collect foot data. Anyone who just put his feet in this machine will have clear data on the height of the arch, the main supporting point of the sole of the foot and the size of the ankle.

"There is a consumer, two feet are not the same size, the thickness of the instep is not the same, the shoes bought before are uncomfortable, but we helped him solve this problem."

Lin Shui Pan said that Chinese feet are different from westerners. They must collect data and do research so as to make shoes that are more suitable for Chinese people.

After several years of accumulation, Xi Long lung has built up a huge database, which has been "tailored" at present.

Scatter seeds and finally get them.

So far, he has received more than 20 patents.

Because of the input and achievements in scientific research, since July 2009, an identity has been added to the business card of Lin Shui pan, which is one of the seven members of the national sports Standardization Technical Committee. He is also the only entrepreneur in the domestic sporting goods industry to enter the Committee. This means that before the expiration of 2014, the industry has formulated various industry standards, and he has considerable voice.

"Only by meeting the needs of mass consumption can we become a real giant.

The weathervane of the industry has changed. If you look at it carefully, you will find that some brands that originally emphasized professional sports are also starting to turn. Technology is a trump card for me to compete for the market.

"Disk" execution

Be perfectly calm and collected in commanding the army

Jinjiang Chen Dai national middle school is a key school of three levels in Fujian Province, and also a second national complete middle school in Fujian province.

The school, which is located on the edge of the port of the edge of the town in the town of Chen Dai, is not large, but it is famous for the birth of a group of Chinese sports brands. The people of Anta, Ding Shizhong, XTEP, Ding Shuibo and so on come out from here.

Lin Shui pan, which is almost the same age as the two men, has also studied junior high school here.

Chen Dai, the boss of a shoe company, is a junior high school student in Linshui pan. He once told reporters that the change of Lin Shui pan was beyond their imagination.

"Before, in the class, Lin Shui pan was famous for his courage and was silent. He was a typical honest man.

But now the forest water plate, daring to dare to fight, decisively decisive, commanding, determined that the matter has amazing execution.

Since we decided to take the road of lifestyle, Lin Shui pan began to plan and find all the resources that could be matched with it.

In 2009, Xi De Long invested a lot of money to join hands with Anhui satellite TV to create "star magic fan Sheng". In 2010, he worked with CCTV to start a happy journey between cities.

The two TV shows are mass entertainment programs with high participation.

Take "Starlight fan Sheng" as an example, the program sponsored by Xi De Long's exclusive title is a new trend after mainland TV screen, which is the rise of the talent show, the reality show and the bully craze.

In the three months of the broadcast time, its ratings are at the forefront of the national satellite TV. Jolin, Richie Ren, Ming Dao, Alex To, and 5566 more than 60 outstanding celebrity idol performances have not only conquered the hearts of hundreds of millions of viewers, but also made many viewers contact with the brand of "Xi Long".

Speaking of this cooperation, Lin Shui pan believes that the combination of Anhui and satellite TV is a "heaven made match".

In the process of broadcasting, many new magic tricks are ingeniously integrated into the technology elements, which coincides with the concept of "technological innovation" advocated by Xi Delon.

With the help of the program, he has tried to use implantable integrated marketing techniques to carry out a series of offline activities around the "magic" through more than 3400 terminal outlets all over the country, such as star signature posters and magic props as promotional gifts, causing consumers' concern, thereby enhancing brand image and promoting terminal sales.

Lin Shui pan does not deny his own change. His sentence confirms the students' daring and daring in their eyes.

"If you make me lose money, I will do it, but I will spend it on the knife edge."

"Disk" learning ability

Flywheel effect

In economics, there is a principle called "flywheel effect". It means that in order to make a stationary flywheel rotate, you must make great effort at the very beginning, pushing it in circles again and again, and it takes a lot of effort in every lap, but every effort will not be wasted. The flywheel will rotate faster and faster.

After reaching a critical point, gravity and momentum will become part of the driving force.

At this point, you need no more effort, the flywheel can still rotate fast and keep turning.

This is the "flywheel effect"!

The understanding of Lin Shui pan makes the profound economic principles become more approachable. If you can follow the rhythm and follow the wind correctly, it is like keeping up with a high speed train. Then, it is sensible to move forward quickly.

The brand logic that Jinjiang has always criticized for the outside world is "follow the wind": for a while, everyone endorsed it; for a while, everyone was "CCTV"; for a while, everyone entered Peking University Tsinghua University to recharge.

But some people think that it is this practical "follow suit" that has become a unique scenic spot in Jinjiang, so that Jinjiang can stand out in many areas.

A long-term marketing observer in Jinjiang said, "why can Jinjiang create so many brands?"

This has nothing to do with the strength of learning and imitation of Jinjiang people. When the appearance of prosperity is faded, it is the business experience and business skills of Jinjiang people.

"Follow the wind" shows that you are still in the trend. If you can not keep up with the gust, you will be OUT.

This person is not ridicule.

Lin Shui pan does not shy away from the word "follow the wind", but he prefers the word "surpass".

Therefore, the company listed in the United States is Exceed Company Ltd (stock code "EDS").

Lin Shui pan claims to have won the two wave of brand endorsement and listing.

In Jinjiang, Anta's success has set many classic benchmarks for many of its peers. But Lin Shui pan is not satisfied with similar established models. He even wants to go beyond.

The most pleasant and humane way of Lin Shui pan is the new industrial park he started in 2005.

This garden type industrial park is located in Wu Dai village, Chen Dai Town, Jinjiang. It covers an area of 128 mu, has a green and beautiful environment in the park, and has perfect facilities for employees and has 12 production lines.

At the time of the initial construction, no matter how busy, Lin Shui pan insisted on going to the construction site every day to see if he was tired, he washed his face with tap water on the construction site.

The family cherishing him, he said, "you must worry about everything and do not take care of yourself."

But he smiled and said, "the new factory contains most of my efforts. I want to make my employees feel at home in the new factory."

Until now, he still feels that the industrial park is one of the most beautiful workshops in Jinjiang.

This year, when some factories were suffering from labor shortage, he was glad that his advance planning was forward-looking and cost less.

"Disk" competitiveness

Keep on carving

The tireless efforts of Lin Shui pan and the return of heaven and water are rewarded. Even Nasdaq, which has been demanding harsh conditions for listing, has opened its arms to it.

In the capital market, "first" is always one of the biggest bright spots, and Xi Long lung is precisely the first Chinese sports consumer brand to enter the Nasdaq market, which also makes it shine.

At 9 a.m. on October 30, 2009, standing in the market trading hall of the NASDAQ (NASDAQ) market, Lin Shui pan was unable to conceal his excitement. When he pressed the electronic button to start the paction seriously, he was surrounded by applause.

Happy at the same time, Lin Shui pan also said that he also valued the company's listing can play an incentive role for employees and distributors.

"After all, employees will have a sense of honor in the market: we are also a listed company, which is more concerned by the public."

In fact, since the end of 2008, Xi Long lung began to prepare for listing.

In October 8th of next year, Xi Dalong won the official approval of NASDAQ.

On the 19 day, the company began trading on the list, and Xi Dalong officially traded on the NASDAQ with "EDS" stock code.

According to the arrangement of the Nasdaq, a bell ringing ceremony was held on 30 th.

"The bell that reverberated on the NASDAQ played the horn of" Xi De Long "marching into the international arena, and promoted the pace of the development of higher quality and broader market.

Liu Ming, vice president of Jinjiang science and Technology (China) Co., Ltd., together with headquarters staff, witnessed the historic moment of listing.

American consumers are very optimistic about "EDS".

When it first came into the market, its share price was only $7.9, which has risen to more than $9 as of March 24, 2010, and the peak value reached more than $13.

An interesting detail is that on the day of the listing, NASDAQ carefully prepared a footstool for him to make the forest water table equal to the tall foreigners.

And the help from the capital market, like this footstool, let Xi long long add a few points to the domestic sporting goods market.

"Disk" Insight

Laugh till the end

At present, the domestic sports market structure is quietly changing. With the announcement of the 2009 annual report, the overlord of international brands Nike and Adidas is under attack. A series of domestic brands such as Lining, Anta, PEAK, XTEP, and 361 degrees are rapidly rising, followed by a number of domestic two or three line brands.

It is noteworthy that among these domestic sports brands, fewer than 10 companies have been listed successfully, and the following are listed.

In such a mess of multiplayer games, turbulent capital makes this wrestling even more complicated and the real hero can be laughed to the last.

From a deeper level, Liu Ming saw the significance of listing to Xi De Long: "the market of sports and leisure products has been nearly saturated, and the momentum of development is not so rapid as in the past few years. Therefore, the natural growth of consumers alone can not support the development of the whole enterprise.

Therefore, if enterprises want to further develop, they must find new growth points.

Under such circumstances, small business has not been able to stimulate the rapid growth of enterprises. The further development and expansion of enterprises need support from standardized forces, and listing is of great importance to the role of enterprises in standardizing construction.

After landing on Nasdaq, Lin Shui pan silk did not hide his ambitions.

He admits that he has great hopes for the brand.

"Give me 35 more years, and I think I can find out a scientific system to run the business successfully.

In the future, Xi Long lung will definitely be the top of the industry. "

We will advance to the three line market and firmly occupy the huge consumer market, which accounts for 70% of China's population base. We plan to add 2200 new stores in 2011 on the basis of more than 3400 existing stores. In the 3 years, the company will rely on solid strategic management capabilities and direct distribution companies throughout the major regions of the country to plug the brand into the domestic blank market. In the past 5 years, the retail terminal system of Xi long will realize the coverage of all provinces and municipalities in the country and become a strong brand camp in the domestic market. At the same time, he also plans to integrate relevant international high-end brand resources, and strive to reach agreement with them to sell in the Chinese market, so as to achieve the goal of entering the first tier cities in the country. For this brand vision, Lin Shui pan is full of ambition and has set four major tasks in the future: Xi De long will rely on the help of international capital to brand and marketing the main battlefield.

In the financial crisis, some international brands are in a state of waiting for the price to sell.

But Lin Shui Pan said that he would not buy those troubled brands. Instead, he would pay attention to brands with no more than two syllable names, because such brands are easy to remember and easy to be remembered by consumers.

For the purpose of choosing the takeover plan, Lin Shui pan believes that it is not a lack of confidence in the brand, but from the current situation of the Chinese consumer market and the future development of the company.

Because in the hearts of domestic consumers, the real high-end brands are still imported from abroad.

Therefore, Xi De Long wants to enter the domestic high-end market, take this road is a more feasible way.

"Before long, a new" Hi "dragon will show up in front of you.

Leshan Lok Shui, different opinions.

Good or bad, leave it to outsiders. "

Lin Shui pan is calm.