Exclusive Interview: Mr. Zhang Rui, Director Of BBG Brand Operation

In September 2006, BBG children's shoes officially landed in China and joined hands with Liye Yongsheng (Beijing) clothing and footwear industry Co., Ltd. to jointly interpret a new legend of China's children's shoes market.

BBG as a brand of children's shoes with international reputation, what is its commercial development in the Chinese market? I think this is also a topic that many distributors and agents are very concerned about.

Reporter: BBG has more than more than 12000 stores in more than 100 countries around the world, and other brands in other industries can see it. How does this play a role in developing BBG market in China?

Zhang: BBG is self-evident in the international brand influence, but the Chinese market has its special situation. Therefore, the role should be divided into two parts, which has advantages and disadvantages.

Advantages: the successful development mode abroad has given us a benchmark and an example. Bata group often gives us some successful cases abroad.

I believe that the Chinese market and China's market are no worse than those of other countries or other countries. We are confident that we will gradually improve and improve a little bit. By drawing on the successful experience of other countries and combining with China's national conditions, we can do better in the domestic market. China is the most powerful and largest market in the world today, and the domestic children's industry is facing a golden opportunity. We really need to catch up with each other and seize the day.

Disadvantages: many customers will say that doing well abroad is not equal to doing well domestically, which gives us a great incentive.

In this regard, we do not explain, but to use action to make China's BBG market bigger and bigger.

In addition, in order to maximize the strength, the company spent a lot of money last year to hire a well-known He Jun venture company to diagnose the BBG project. They gave us a very good prescription.

Not long ago, the company reorganized its team, which is made up of professionals from Nike kids, Disney, Goodbaby and other companies. This new team will become a new force in the Chinese market for BBG children's shoes.

Reporter: BBG is the world's first brand of children's shoes, and it is also the brand of China's top ten children's shoes. What's the key to BBG's reputation?

Zhang: Bbg is a famous family. Bata group has a history of 135 years, and BBG brand has passed its 36 birthday.

Bbg has been joining the country for three years at a very fast pace, and its online stores all over the country have made it possible to gain rapid popularity in the industry.

The company currently has 471 franchisees throughout the country, and Tibet and Sanya have our own stores or counters.

In the process of rapid expansion, there are many problems, especially for the franchisee's selection, which leads to some non professionals joining. They are unable to resist the risk of operation. The two factors of the manufacturers have led to the closure of some franchisees, and this is our responsibility.

Reporter: BBG children's shoes superior product quality is won by consumers, what are the characteristics of BBG products?

Zhang: BBG children's shoes are the basic starting point for children's physical and psychological characteristics. They have successfully applied science and technology to children's shoes manufacturing, including Bubble Absorber, shoe sole fragrance, baby sole measurement, private mold sole, antistatic function, super soft comfort, sweat and air permeability, wear-resistant anti-skid, nano odor control, and environmental protection material is the exemplary embodiment of "science and technology is people-oriented".

Most of the BBG children's shoes are designed by famous teachers in Italy. They focus on "safety and health", "comfort" and "childlike interest" in the design. They cover 0-12 years of age, and the product line is very rich. There are many series of formal shoes, casual shoes, sports shoes, fashion shoes and so on, and about 300 new styles are launched every quarter.

Each child can find the one he likes in the BBG children's shoes shop.

BBG's children's shoes are wonderful in every aspect because of their fame and tradition.

Reporter: the international large brands will generally set a relatively high threshold in the process of choosing agents to join. How about the investment requirements of BBG children's shoes? What are the ways to join BBG children's shoes?

Zhang: we are an international brand, and BELLE shoes, the Bata group's adult shoe agent, is also well known in the industry. But because our products are located in the high-end market, they are different from Nike kids and Adidas kids.

Therefore, the Bbg children's shoes are not high and low, so the so-called hard ones will not be difficult.

But the agents we recruit must have successful experience in shoe and clothing brand, and have mature channels. This is a hard condition! {page_break}

Now all over the country Bbg children's shoes franchisee, there are shopping malls, stores, children's comprehensive stores.

So at present, other children's shoes brand, children's clothing or children's comprehensive storefront can be inspecting. If there is money, they can join, of course, the premise is that there is no BBG child shoe operator in the area.

Reporter: for joining agents, choosing a brand is the most critical factor determining the success or failure of future career development. So what do you think is the advantage of joining BBG children's shoes?

Mr. Zhang: the franchisees can share the profound cultural background of a hundred years, so that consumers can feel the fragrance of exotic fragrance. The style of BBG children's shoes is closely following the trend of foreign countries, and a large number of styles are listed at the same time abroad.

The franchisee's choice of BBG children's shoes is to some extent equal to finding a 135 year enterprise as a partner. All the characteristics of a century's enterprise are different from those of other enterprises.

Liye Yongsheng company has been established for more than 20 years. Formerly its business was mainly foreign trade, with offices in Vietnam and Russia, and offices in Wenzhou, Fujian and Guangzhou. The company has certain strength and will invest more and more in BBG projects.

Reporter: we know that you are not only the head of the BBG children's shoes project in Liye Yongsheng (Beijing) clothing and footwear company, but also the famous footwear marketing specialist in the industry. What advice do you have for the children's shoes agents to choose projects?

Zhang: it is a challenge for me to take charge of BBG children's shoes. I used to be responsible for the regional market in China, but I like this business very much. My motivation is greater than pressure and potential is greater than ability. Especially with the support and trust of the board of directors and the direct leadership and assistance of the domestic market department, my team and I are confident that China's BBG children shoes market will become bigger and stronger.

You said I am an expert, but I can not really talk about it. I only have time in the children's products industry.

When the franchisee of children's shoes chooses a project, we must do a good job of market investigation and make comparisons. There are many brands that our country can join now, but it is necessary to find out the brands that are really suitable for their economic strength, operation ability and market characteristics.

At the same time, I would also like to emphasize that children engaged in children's products industry can not get rich overnight. In the short and high season, we must do good things, do not panic, and sell well. We must sum up the reasons and continue to improve.

Business is profitable and there is a loss. It is also a test for operators. Now, more than 300 of the 471 stores or counters in BBG have been operating for more than 2 years. They have cultivated a mature consumer group and market.

These franchised chambers are getting bigger and stronger.

Our policy of opening up new stores and upgrading old stores has also provided a lot of support for the development of old stores.

Here, thanks to all the BBG franchisees, I hope they will thrive.

Reporter: not long ago, BBG children's shoes established a deep partnership with China's baby net. How do you think of the role of Internet media in brand marketing?

Zhang: now Internet marketing is popular. More and more people are looking for affiliate projects through the Internet.

What Bbg did before was just Internet investment, and cooperation with China's baby net is the beginning of our brand promotion this year. After that, our brand promotion activities will be more and more. Our goal is to make BBG brand from a channel brand as soon as possible.

In this regard, we will rely more on the power of the Internet.

Bbg children's shoes in the second half of the layout is mainly in the key provinces or cities to recruit provincial agents or city agents. This is the first large-scale recruitment of professional agents by BBG Tong Xiesan in recent years. At present, the negotiations between Beijing, Shanxi, Jiangsu, Xinjiang, Chengdu, Kunming, Zhengzhou and other provinces are in the process of intense negotiations. We will convene a large-scale 2010 BBG children's shoes autumn winter ordering meeting in July 20th. At that time, a considerable number of provincial and municipal agents will settle down.

In addition, we will establish BBG children's flagship store in 79 key cities at the end of this year.

In addition, our company has launched a shoe and clothing integration project: France vet children's wear + Italy BBG children's shoes comprehensive store franchise project.

The location of our shoe and clothing integrated store in fifth self operated stores in Beijing is under way, and the target is to open to 10 at the end of the year.