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Giant Chairman Liu Jinbiao: First, Change The Only.

2010/7/3 16:43:00 226

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Entrepreneurship

I have no one, such strength, we can create new demand for the market, this is very abstract.

But I always believe that we can create new market demands and meet the new market demands.

enterprise

Sustainable management

In 2004, Giant became the world's most profitable bicycle brand.

Liu Jinbiao, 70, was not excited about the interview. In the bicycle industry, R & D level and technology level can not build a real and lasting competition threshold. If No.1 does not become Only1, the first throne will be robbed at any time.

Liu Jinbiao is very sober. His brand, which has been built up by hot selling and sports marketing, has gone to the top of the world, but the brand connotation is not rich enough.

At the moment, brand competition is neither design nor quality, but culture.

People's pursuit of apples is more important than their pursuit of perfection and individuality. People go to Starbucks to drink coffee, not because of the unique flavor of their coffee, and the unique space Starbucks creates, which is why the tourists gather.

In this sense, Liu Jinbiao feels that Giant has a long way to go.

Giant

Brand reengineering began in 2000.

On the branding of the brand spirit, Giant's fake hand foreign aid hired a well-known Brand Company Interbrand. to shape the culture, and everyone in the company went out to create a brand new bicycle culture.

Bicycles are not new. They have been developing for more than 200 years.

Bicycles, as a substitute for bicycles, have been reduced to heavy, laborious and bitter days under the impact of modern vehicles such as automobiles and airplanes.

This determines that the construction of bicycle culture is not to restore the old appearance, but to break the old and establish the new. Only by portraying the bicycle as a symbol of health and environmental protection can we attract the present consumers.

As usual, it is over the past.

King Liu

He didn't slow down because of his age. He was still quick and ruthless.

This time, he started from the "bicycle fever", hoping to let more people know bicycles and ride bicycles, so as to usher in the "bicycle boom".

In 2007, Giant launched the cycling activity around the world under the slogan of "starting the enthusiasm of exploration".

In those days, Liu Jinbiao, who took the lead, broke the record and completed the cycling tour around the age of 73. Two years later, he rode from Shanghai to Beijing.

70 the old man was so upset that some people said he was a show, and some people had pity on him for being so old that he did not know how to recuperate.

General manager Luo Xiangan stood up to his boss: "if you have not ridden a car, you will not be eligible for bicycles."

In fact, Liu Jinbiao had not been close to bicycles for more than 20 years, and still did not make bicycles.

In the final analysis, Liu Jinbiao's love for cycling is his Giant brand development strategy.

Liu Jinbiao did not forget to study the car.

In the past, he focused mainly on products and materials. Now he thinks of other places that he has not taken into account for the consumers from the perspective of cyclists.

For example, in response to the different needs of cyclists, Giant has broken down its models, including specially designed models for women, giving full consideration to women's special body shape, body shape, usage mode, preferences for vehicle design and color.

Liu Jinbiao put forward such a goal: cyclists will love bicycles for two months and require Giant's R & D and production to be completely based on consumers' perspective.

Liu Jinbiao said: "I have no one, such strength, we can create new demand for the market, this is very abstract.

But I always believe that if we can create new market demands and meet the new market demands first, then an enterprise will continue to operate. "

In fact, it is not difficult to understand that Giant is responsible for building bicycle culture and giving birth to bicycle fever. It binds Giant with consumers' personal needs to focus on health and green life, so that Giant brand has risen from high quality vehicles and game tools to the height of fashion lifestyle, so that Giant has the ability to lead the market trend, which is Liu Jinbiao's brand's Evergreen way.