Shoes: Brand Enterprises Will Never Stop Building Brand Names.

August 19th dispatch NBA famous star "wolf king" August 1st airborne, leading sports in China brand After signing the contract, he became the basketball spokesman of the basketball team. "I think the shoes are very comfortable and very good. You get more points and jump higher. "

In the past 10 years, Xie The product breaks the international brand monopoly domestic market pattern, sells to Europe, Southeast Asia and so on more than ten countries, realized the leap from "made in China" to "created in China". It has filled the domestic blank in the field, and has won more than 40 national patents. The market share of the total sporting goods has been 3 for the first time in a row.

Grassroots positioning has led to several leaps.

One

Reporter: "Qi" has gone through nearly 20 years of wind and rain since its birth. Can you tell us how she came step by step?

The road to development has undergone several important turning points. In 1994, his father-in-law registered and founded the company. In the same year, the company invested 500 thousand yuan in the provincial capital and founded the company. Sale Gym shoes. The initial born is too low.

In the mid 90s of last century, a large number of state owned sporting goods brands collapsed. At the same time, almost all sporting goods companies are doing international business. brand OEM business. Under such a big background, he resolutely abandoned the OEM export order route and began to enter the domestic market. This is the first major turning point for us to seize.

At the beginning of the venture, he insisted on the positioning of the middle and low grass roots and the idea of "the same price is worth the money".

Reporter: I heard that after the Olympic Games, it became famous all night.

In 1999, the company signed the endorsement. In 2000, it won the Olympic Games and became famous all night. In 2001, it seized third important turning points from producing single sports shoes to providing comprehensive sporting goods.

Since then, he has begun the road of sports marketing. From 2002 to 2005, he began sponsoring the professional sports league in China, and was praised as "the engine of the Chinese League". Participating in professional competitions allowed him to find out how to enhance the core competitiveness of enterprises, which is regarded as the opportunity to seize fourth turning points. In July 2007, the company successfully launched the stock market, setting the highest price earnings ratio and the highest amount of financing in China's sporting goods industry.

A rainy day is the way to survive.

Two

Reporter: success is not accidental. What do you think is the way to win?

A rainy day is the way to survive. An enterprise can withstand wind and waves. Environmental problems are only minor contradictions. Deadly enemies often come from themselves, and competitiveness is vitality. In fact, relying on the sports industry cluster to shape the control power of the industrial value chain, so as to ensure the profitability of enterprises, many enterprises are relying on this kind of foundry business to rise and rise.

When fellow townsfolk are still holding OEM to work hard, they quietly step by step in the design, procurement, production, logistics, brand packaging, terminal sales and other aspects. The "Sports Science Laboratory" founded in 2005 is the symbol of the completion of the value chain. This "first sports science laboratory in China" has received more than 40 national patents so far, providing CBA players with a personalized transformation plan for basketball shoes and their last models.

Reporter: in addition to adjusting the layout in production, how do we locate the product structure?

A: sports shoes are only a single field. They should be positioned as a genuine sporting goods brand. In 2001, the transition from the production of single sports shoes to the production of sporting goods, the product structure extended to sports shoes, sportswear, hosiery socks, bags and so on. At the same time, the store mode of sports shops was rebuilt. This is a new stage of development.

Cultural achievement

Three

Reporter: what kind of cultural concept does she interpret when she develops to today?

A: in the past 15 years, we have created a sporting goods Kingdom, but every employee of our company will never stop. Our belief is to strive for excellence and pursue higher heights.

It is to advocate individuality and advocate self expression through sports, so the core of brand culture is modern sports spirit. It is our mission to integrate the spirit of transcending ourselves into the life of everyone. In fact, the best efforts of every senior staff and staff below are the best commentary and the best way to go beyond the self.

Reporter: what values do employees have?

The core values of our company are "brand supremacy, innovation and change, focus on pragmatism, honesty and gratitude".

Brand value is the core of maintenance. It is a virtue that every human being must have at ease to start a business, to be practical and to be grateful. We believe in the principles of honesty, integrity and commitment. We always cherish gratitude and fulfill our social responsibilities. What I want to do is a hundred years of brand, and what I want to do is to take root in such a culture, KeepMoving!

Talent "hematopoiesis" helps to take off

Four

Reporter: by an unknown private enterprise, it has become one of the top sporting goods companies in China. This is inseparable from the Bold Talent Introduction and the system of personnel training. What kind of talents are most popular?

In fact, a large part of the talents favored by them are created by themselves. In order to cultivate their talents, every year there will be an introduction and training plan for the graduating college students. This is an important part of the manpower strategy.

He has always attached great importance to employee's personal growth and professional skills. For college students, although they have good theoretical accomplishment, only theoretical support can not become the transformation of enterprise value. From the "college student" to "social person", "professional person" and "Gang person", the university students need to be systematically promoted and trained in terms of corporate cultural identity, change of mentality, adaptation of post skills, or ability to communicate and cooperate with others in the work. Therefore, in 2006, the Ministry of human resources began to organize and plan the systematic training of new college students, and achieved good results. In 2009, more than 180 newly recruited graduates were trained. {page_break}

Return to society and never stop.

Five

Interviewer: what do you think is the mission and responsibility of the society?

The development of enterprises depends to a large extent on the progress of society. After becoming bigger and stronger, the first thing that comes to mind is how to repay the society.

We put "honesty and gratitude" into the core values of enterprises. We should tell all the people that we can not forget the concern and support given by society to the enterprises.

In order to repay society, in the past decade, China has provided comprehensive support for many sports events such as basketball, table tennis, volleyball and so on. In the 15 provinces, municipalities and autonomous regions, hundreds of "hope sports rooms" and "hope libraries" have been set up. Hundreds of poor students have stepped into the University gates under the support of Kun. It provides more than 80 thousand jobs for the society, achieves 1 billion of profits and taxes, and effectively promotes the development of regional economy.

Reporter: I heard that in addition to "blood transfusion" to society, more attention should be paid to improving the hematopoietic capacity of backward areas.

F: Yes. In order to support the participation in the construction of the old liberated areas, he took the lead in establishing a production base in the Central Soviet Area (West Fujian) to promote the economic development of the Central Soviet Area, promote the economic development and revitalization of the old area, and solve the employment problem of the local people.

Reporter: let foreign workers feel at home and contribute to a harmonious society. Is this a promise that the society will never stop?

To create employment opportunities, and more importantly, to respect workers and treat foreign workers well so as to contribute to a harmonious society. It reclaims huge sums of money to improve employee welfare, build modern employee dormitory buildings, basketball courts, table tennis rooms, billiards rooms, gymnasium, dance halls, libraries, medical stations and other infrastructure, and arrange for each employee to prepare birthday gifts, to undertake annual travel expenses for employees. Employees are the wealth of enterprises and the wealth of our society. We have the responsibility to create a good environment for their work and life.

Business card

* man, man, born in December 1970. President of China (China) Co., Ltd. Director of the Charity Association, ten outstanding young entrepreneurs, the president of the footwear industry association and honorary president of the Charity Association.

In September 2006, she was elected the ten outstanding youth of the country and nominated China's annual economic figures in 2007. In January 25, 2008, she was elected the eleven National People's Congress.

In November 2009, 2009CCTV was elected as the winner of the Chinese economic year, and was selected as the 25 most influential candidate for business leaders in China. In December of the same year, he was selected as the ten most thoughtful entrepreneur in China. In June 2010, he was elected the ten leading figure in the textile and garment industry. {page_break}

A quotation

The Chinese will not be the Chinese, but the Chinese and the world. It is always our dream to build a Chinese sports brand and let it be respected by the world.

To do everything, let others take the advantage of 51%, and they will always be 49%.

It was only in the right time to do the right thing, to win the market opportunity.

No matter what you do, you must have a clear goal and forge ahead.

No high-end brand. Our brand is facing the general public. Let ordinary people put on our clothes, our sports shoes, enjoy the pleasure of sports and feel the high technology. This is the direction we strive for.

There is only one way for enterprises to face, only innovation, no business.

The most unhappy people are the 1 million yuan and 10 million yuan. With 10 million yuan and one hundred million yuan, it is our traditional spirit to win in love. Now we add one element: learning will win. We will not slow down the pace of progress.

Enterprises must have their own way of life and mode. Anyone who takes all the other people's models is sure to die.

Competitors always exist, but businesses will not wait to be beaten. One of the most important reasons why we can survive now is that we have been struggling in the competition and have been moving forward. Then we have broken through a series of obstacles to defeat one opponent and grow up in the struggle.

How do you beat your opponent to grow up? You have to study, defeat your opponent, do not necessarily say that others fail, but you have to go beyond, can you upgrade at every stage.