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UMBRO Sports: Fight Hard And Seize The Market Opportunities.

2010/7/17 17:13:00 59

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In the three year, we built ten millionaires in the UMBRO agents' group. At the brand promotion meeting, Ceng Guanghua, who is full of confidence, made a promise to everyone. Supporting him is UMBRO's strong brand strength. It is UMBRO's marketing strategy for sports science. What I think is more important is his pursuit of ideals.

UMBRO Sports

A fashion leisure brand from the UK has been developing at an amazing speed since its brand strategy adjustment in 2008. It has been developing at an amazing speed: the 09 year has gone against the tide, and the brand has held its first investment promotion meeting. It has handed over the perfect answer to the nine provincial general agent and the order quantity exceeding the original plan 50% on that day.

In 2010, we launched the X-FASHION series and perfected the style of our products.

Up to now, UMBRO sports, which has entered the Chinese market for less than a year, has opened up more than 260 terminals. The total volume of the latest phase of China Merchants Association has easily exceeded fifty million.

UMBRO

The success of sports shows the great advantages of international brands.

Perfect product organization, industry-leading fashion design and product quality of fashion technology have laid a solid foundation for the success of the brand.

However, while we applaud the brand strength, we should not forget the "conductor" behind the operation.

UMBRO Sports

Mr. Ceng Guanghua, director of marketing, once again attracted the attention of the author.

As the brand decision maker of UMBRO sports, Zeng once signed the amazing action of nine provincial agents to help the brand take the first step in its development.

Today, he is constantly innovating, through building brand electronic mall, and China Color Association depth cooperation, and so on, so that the brand is thriving in the constant pformation.

Since he came to Jinjiang alone in 1997, Ceng Guanghua has been fighting for more than ten years in this fertile land of hope and challenge.

He has always been immersed in the forefront of the market, experienced a historical shift from Jinjiang shoe enterprises from scattered wholesale to brand operation.

Knowing the way of brand development, he put forward his own views on success in the interview with global shoe net.

"Whoever is successful must have two words, courage and courage.

I love to fight and dare to go; I know, I am knowledgeable and I know the way to success.

Zeng Guang Hua.

From the Marketing Commissioner at the beginning of the market to the brand director today, Ceng Guanghua, who just passed away, has achieved the envy of others. His resume is successful.

The author tries to analyze the brand operation of UMBRO sports from Zeng's own interpretation of success.

What is meant by "courage"?

UMBRO brand

Founded in 1924 in Manchester, England, after nearly 100 years of development, it has accumulated a long and profound brand culture, and its brand image is a household word.

With the adjustment of brand globalization strategy in 2008, UMBRO officially entered the Chinese market.

"Excellent results can only represent the past, and if we want to achieve long-term development in the Chinese market, we must find a way of development that is suitable for the brand's own advantages."

Ceng Guanghua has a clear understanding of the development of UMBRO sports.

How does an international brand take the lead in the battle for China? In the face of the many shoe market that many competitors have been ploughing for many years, how did UMBRO's "late" UMBRO sports come from behind?

"In other places where we are weak, we attack aggressively, and we can open up channels and increase the brand height by opening more stores and expanding the number of terminal outlets."

Ceng Guanghua explained that although UMBRO sports is an international brand with British style, but because of its short cut into the Chinese market, there is always a gap between the understanding of the market and the layout of the terminal.

At this time, if we blindly enter the first tier cities, the direct competition with the more mature brands will not be conducive to the brand's current development.

For this reason, Ceng Guanghua, a new way, takes Qinghai, Gansu, Xining, Lhasa, Lanzhou and other remote cities as the model market of brand, and UMBRO (China) Co., Ltd. promotes the cultivation of advantageous market from advertising, policy support and other ways.