Thirty Struggles For Precipitation &Nbsp; Zhi Chuang Digital Children'S Shoes.

Once upon a time, "cartoon + star endorsement" has always been a typical brand of children's shoes in the Jinjiang River Valley.

But with the gradual maturity and subdivision of the market, the management of children's shoes enterprises is also developing towards the direction of deepening.

In the homogenization of competition, how to stand out? How to make differentiated development of brands? In the current "flood" of marketing tools, Nanan blue cat sporting goods Co., Ltd., with the "digital concept", has successfully created the brand of 6+1, becoming the first child shoe enterprise to launch digital sports in the children's shoes industry.

The global shoe net reporter recently interviewed Mr. Chen Yucheng, chairman of Nanan blue cat sporting goods Co., Ltd. on the "digital children's shoes", and listened to the unique concept of the brand helmsman's brand operation.

"This year, the cooperation between our company and CCTV's famous column" very 6+1 "has entered a substantive stage. The latest advertisement of 6+1 brand has passed the first trial of CCTV, and we can see it through CCTV in July 10th.

The author just walked into Chen Yucheng's neat and bright office and was immediately infected by his passionate words.

Chen Yucheng, a typical businessman in Nanan.

On his body, he concentrated on the spirit of unremitting efforts and indomitable struggle of a generation of nine people.

Young Chen Yucheng traveled north and south, traveled around the country, and worked diligently as a shoe salesman.

In the way of life, there are ups and downs, but what he always insists on is the yearning for success.

When the time came to 1985, Chen Yucheng and his family brothers, who were good at catching opportunities, set up a shoe-making enterprise in their hometown, laying a good foundation for the establishment of Nanan blue cat sporting goods Co., Ltd., and became a member of Nanan's first "foot washing business".

"At that time did not consider too much, out of the familiarity and love of shoemaking industry, embracing the dream of success, opened the blue cat sports.

Minnan people should go for a rush. "

Looking back at the scene of entrepreneurship, Chen Yucheng still remembered very clearly.

In my opinion, Chen Yucheng's bravery was the cornerstone of today's brilliant status of blue cat sporting goods Co., Ltd.

At that time, Chen Yucheng, who abandoned the small business and went into the development of formal enterprises, created a distinctive road to success with the unique spirit of the nine people.

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Insist on building differentiated brand

"If brand wants to develop, refining differentiation is the first principle."

There is more than 20 floating ups and downs in the business world. This is a sentence summed up by Chen Yucheng.

Indeed, as we say, with the continuous improvement of national productivity, China has already shifted from seller's market to buyer's market.

Faced with a wide variety of similar products, the key to brand success is to take differentiated routes and attract consumers with unique brand image.

Chen Yucheng, who is well versed in business, thinks so.

After the establishment of blue cat company, the company pushes its own brand of children's shoes.

Relying on unremitting efforts, blue cat children's shoes have been widely favored by customers for their beautiful appearance, firm product quality and perfect service.

Chen Yucheng's career can be said to have been successful.

However, Chen Yucheng was not satisfied.

In the rapidly changing market situation, Chen Yucheng carefully discovered some problems.

These problems may be insignificant in other people's eyes, but they are analyzed and interpreted by Chen Yucheng from the perspective of company strategy.

"In recent years, with the influence of blue cat's children's shoes in the market, bad competition has flooded the market, which has confused the public's vision and also affected the development of enterprises."

Chen Yucheng began to think, how can we better distinguish the brand image?

Taking the path of digitalized children's shoes is a bold assumption put forward by Chen Yucheng after his scientific market research.

According to Chen Yucheng analysis, enterprises enter into a subdivision of digital sports and participate in the competition of children's shoes, so that they can have relative market autonomy.

This is the first time that children's shoes enterprises have proposed the concept of numbers. To some extent, enterprises can not only occupy a blue ocean from the subdivision of children's shoes, but also gain larger profit margins.

It is understood that the so-called digital children's shoes, that is, in the brand image, integrate into the digital elements, borrow the number simple and easy to remember, catchy features to carry out brand promotion.

This number does not only refer to the Arabia alphabet, but also includes the use of design elements such as letters, patterns, totems, lines, etc.

Let Chen Yucheng feel gratified is that the 09 years of the company's elaborate brand of digital children's shoes 6+1 launched, immediately aroused the enthusiastic response of the market.

6+1 digital children's shoes, with fashionable colors and differentiated images, are one of the brightest people in the world.

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The winning terminal and agents are advancing together.

Slogans such as "getting the terminal to win the world" and "winning the terminal" have highlighted the importance of terminals, but they have been shouted many times by entrepreneurs in the face of fierce competition in the market.

However, in the newly concluded 6+1 digital children's shoes 2010 autumn and winter new product seminar, Chen Yucheng once again put the terminal in a prominent position.

Is this a cliche? What is Chen Yucheng's desire to experience?

As a genuine nine people, Chen Yucheng is deeply impressed by the terminal.

When he came out of the mountain area, he had no resources and two money. How to break through a road? It depends on the understanding of the market and the importance of the terminal.

Chen Yucheng recalled that from the initial start of scratch, he was deeply aware of the importance of common development with agents and materials suppliers.

In the middle of 80s, Chen Yucheng, who was able to handle the competition calmly, successfully excavated the first pot of gold in life, which depended on the unity and integrity between customers.

"Doing business is like pulling a cart. Only if everyone can work hard in a single twist, unite and work together to move forward together, the car named" success "will run faster and faster.

Chen Yucheng laughed.

What happened in China in 1997 has further deepened Chen Yucheng's understanding of the concept of terminal.

As we all know, China implemented economic reform in 1997.

The market has changed from a planned economy to a market economy, and China has entered a new stage of development.

And this change naturally has a profound impact on the market.

Chen Yucheng told reporters that at that time there were altogether more than 300 children's shoes enterprises in big cities and small towns. They spread around every corner of the capital and had a traditional sales model.

With the advent of the market economy, many enterprises have shown "reaction discomfort", such as the reduction of production and collapse, such as big waves sweeping the shoe industry.

Faced with this wave that is enough to drown the future of the company, Chen Yucheng did not panic.

"The instability brought by market pformation is normal. We must grasp the resources and deal with it scientifically."

Faced with the crisis, Chen Yucheng decisively adjusted the sales model from the former department store order production to the agent terminal sales.

Such adjustment has not only made the enterprise pass through the pition period smoothly, but also because "net" to a number of high-quality agents, laid a solid foundation for the future development of the brand.

Paying attention to the terminal and paying attention to the maintenance and training of high-quality agents will never be out of date. Now, the impact of the financial crisis has not yet bottomed out. The shoe industry in China is ushering in a new challenge. At this time, we use a hot phrase: he is not fighting alone.

Standing behind Chen Yucheng is his years of dedicated maintenance agents and channels of high quality.

The existence of these advantageous resources is the source and guarantee of Chen Yucheng's confidence in starting the brand war.

According to the reporter, in order to better repay agents, Chen Yucheng recently held the "winning battle terminal" as the theme of 6+1 digital children's shoes 2010 autumn and winter new products seminar, formally put forward the "create three win" new mode - low risk, inventory, high returns.

The new strategy has effectively changed some of the chronic problems existing in the traditional agency mode, and has significantly improved in the timely withdrawal of funds and inventory.

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Epilogue

"Since the beginning of the year, through the construction of mini image store, the company's market image and monopoly image have been significantly improved, and customers are very recognized for this flexible terminal mode."

Chen Yucheng has confidence in his 6+1 digital shoes.

From the beginning of 80s to 2010, Chen Yucheng had gone through 30 years of struggle with insistence and innovation.

By talking with me for hours, the writer clearly felt a spirit of fighting against the people in Southern Fujian.

The introverted character can not conceal the tenacity of the heart. After decades of hard work, he has finally achieved the climax of his career.

The history of Chen Yucheng's struggle is a model for catching the opportunity and complemented by unremitting struggle.

And relying on such a group of quietly cultivated people, China's economy is completing the pformation from rising to soaring.

I dedicate this article to those who work hard for success like Chen Yucheng.