Interview With POOVE Head Chen Jinbo

The birth of any brand always has a good experience of accomplishments of the brand.

For the "global youth sports equipment first brand" title.

As part of the internationalization strategy of POOVE brand, POOVE has joined the more than 20 international professional institutions such as the CCTV children's channel, the European color society, the French Color Association, the French ESMOD High School of fashion art, the Korean textile design association and the Japanese Textile Design Association, and successfully held the first International Youth costume design competition.

"A brand can be achieved by integrating personal ideals and business goals."

Reporter: POOVE has gathered the power of many international and domestic organizations to hold the first international youth dress contest. Is it related to POOVE's internationalization strategy? From 2008 to 2010, how is POOVE brand internationalization?

Chen Jinbo: the youth costume design competition is indeed an important step for us, but it is not the first step.

Previously, we have held the "China Japan Korea fashion creativity summit" and "Asia Youth Fashion Trend Conference", and have participated in many Asian youth sports events.

After the internationalization strategy is implemented, our capability must first be internationalized, and we need internationalization in marketing, product development, technology capability and company operation platform.

You have to recite a good book before you can take part in the international examination.

Moreover, even if "recite good books", it may fail to take part in the international examination.

So far, our ability has been recognized internationally. This is the initial success.

Reporter: assuming that the goal of internationalization has failed, will you choose to give up?

Chen: internationalization is not only the purpose of POOVE, but also a process of brand growth.

As long as we go through this process, there will be no failure, because every step, product, enterprise, brand will grow a bit, since it has been growing up, and how to give up.

Reporter: you have been emphasizing that POOVE will be the first brand of the global youth sports equipment in the next twenty years.

So at what stage do you plan to make POOVE internationalization? And what opportunities are there for the internationalization strategy at this stage?

Chen: there are two understandings of internationalization. One is simply pursuing exports. This is an international trend.

And POOVE's internationalization is to become the world's brand. This is the plan I made when I first built POOVE brand, which is my own ideal.

The integration of personal ideals and business goals can make a brand successful.

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By 2009, according to the data of the national statistical department, POOVE has been the first in the domestic youth sportswear industry for twenty consecutive years.

In this way, I think it is time to challenge the current second twenty year plan: go global and build POOVE into "the first brand of global youth sports equipment", and at that time, it is a good time to go to the international arena by taking advantage of the Olympic Games.

Over the past two years, I have been looking for resources to enhance the internationalization of the brand. Meanwhile, POOVE is also constantly upgrading its resources in the process of enhancing its capabilities and enhancing brand value.

With enough resources, we can have the strength to go global.

After two years of internationalization strategy, POOVE is constantly improving its capabilities.

The brand management team and the independent R & D team are our proud right-hand members. Through the integration of international resources, one area attracts the most, and the other side takes the initiative to go out.

Moreover, today's domestic market in China has become a quasi international market. POOVE can become a leader in the Chinese youth apparel industry. It also shows that POOVE has already possessed certain international standards.

The pace of internationalization has never stopped.

"Let the Chinese brand go out. This is what I wanted to see 20 years ago. Now is the time to realize it."

Reporter: POOVE brand has gone through the course of more than 20 years. Do you have any changes in the ideal or understanding of POOVE brand? Is there any key change?

Chen Jinbo: understanding is not going to change.

Understanding products and consumer groups, we are dedicated to products and sincere to consumers. They are to provide youngsters with the best and most complete sports equipment.

My ideal has not changed, but the development of POOVE brand determines that the ideal of an enterprise is constantly changing because people are subjective and the business is objective, and the ideal of a company at different stages of growth will also be different.

But when POOVE came along, I could only say that I was very lucky, because the ideal of POOVE brand had never been divorced from my ideal and was getting closer and closer.

Let the Chinese brand go out. This is what I wanted to see 20 years ago. Now is the time to realize it.

Reporter: did you mention the two directions of bringing in and going out? How did you implement it in the internationalization strategy?

Chen Jinbo: in my opinion, these two directions are equally important.

The introduction is mainly aimed at attracting more international cooperation, not only limited to the cooperation of products and technology, but also the integration and docking of thinking and business philosophy, and the establishment of international thinking ability.

But only by going out and entering the international market can we test whether the international concept introduced is effective.

We have many international partners, including some professional institutions and institutions of higher learning.

As an enterprise, every year in this international exchange, including sending our own talents to study abroad, hosting international summits, conferences and events, it costs a lot, but the results are remarkable.

The direct embodiment is that when we go out, we have more strength and more integrity.

The 2010 POOVE autumn winter series is also a very competitive product in the international market.

After the interview, Chen Jinbo was pleased to introduce to reporters the layout of POOVE's global core area, more than 3000 retail terminals, China's first, Asia's leading capacity, R & D, production, sales and service industry chain layout, which will also be the three major centers of product sourcing, research and development and market in Japan and South Korea. It will fully demonstrate the solid foundation of POOVE's global core layout, and let reporters be confident that POOVE will occupy the global commanding heights as a national brand.

In the next ten years, POOVE will be able to successfully enter the youth movement in Asia, Europe and other parts of the world.