Shoe Alligator: Role Change From Sport To Life And Leisure

At the end of September, the China Green Foundation's natural China special project.

The reporter recently made an exclusive interview with Mr. Lin Jiancheng to make specific understanding.

Reporter: this time, Huang Yiye came to Quanzhou to spread the green public welfare behavior. Can you say that you used the power of the government and stars to push this thing?

Lin Jiancheng: that's right.

Stars have strong publicity power and greater persuasiveness.

Huang himself is also good at the public image of the stars. It is the ten charity in this year's China Charity list.

Reporter: Why did you think of launching such a project?

Lin Jiancheng: as you can see, the climate of the earth is getting worse and worse. It is precisely because the environment is being destroyed in large areas.

Many institutions and units may also promote "greening", but they are not sustainable behaviors.

We are pushing forward the establishment of this special fund, hoping that we can continue to promote all kinds of projects and public welfare activities in nature, wetland and wildlife.

Reporter: from an enterprise perspective?

Lin Jiancheng: a lot of resources of enterprises are taken from society and naturally used in society.

When enterprises have certain conditions for development, they must bear corresponding social responsibilities.

Many brand promotion is done by throwing money into advertising, and we hope to spend more money in more meaningful actions to promote brand development.

We want to give the impression that we are a caring enterprise.

Reporter: This is also a big investment for enterprises.

Lin Jiancheng: of course, this kind of investment must be more than ten million.

The special fund has just been set up. We are planning many activities. Next we will have many offline promotion activities in many cities.

This is also the most important thing for us to do in the near future.

National election "foot fighter"

According to Lin Jiancheng's plan, alligator is a sports brand representing life and leisure from birth.

All the brand promotion of alligator is centered around this project.

Reporter: for brand development, in addition to "natural China" such public welfare projects, what new initiatives do you have?

Lin Jiancheng: we have been working with CCTV and local TV stations for mass projects.

For example, we sponsored activities such as mountaineering games, life games and so on.

At the beginning of this year, we are going to be the "foot fighter" in the national election.

The foot fighter originated from the folk mask dance "Chi You opera" 5000 years ago. It is commonly called "fighting cock" and "crank". It has been included in the "ten classic games of China" and "one of the most masculine games in China".

Reporter: how can you think of such activities in the public?

Lin Jiancheng: we firmly believe that only the national is the world.

This activity can be said to have been planned for a long time.

In 2005, we founded China's first national cultural and sports project with independent intellectual property rights, foot fighters. This is a popular game rooted in Chinese characteristics, with a long history and extensive participation of the masses. At the same time, with the support of the State General Administration of sports, we also set up a Research Group on the establishment of foot fighters' sports project, bringing together experts from many sports academies in the country. After nearly a year, we completed the establishment of the foot fighter system, including the design of competition rules and referee law, the research and development of sports gear, patent applications, and the influence of foot fighters on human body shape and function.

Reporter: will such activities bring a lot of benefits to the promotion of brands?

Lin Jiancheng: such an activity in itself is to call on the whole people to participate in sports competition, respond to the slogan of "national fitness", and also hope to give the traditional national sports new life through the form of modern TV media participation, so as to arouse the attention of more and more people and finally push it into the international market.

Better interaction with participants also makes the recognition of the alligator brand more popular in the public mind. Once again, alligator's life brand concept is interpreted through the way of communication, and it also shows that alligator has his own unique publicity mode.

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Reporter: from the current situation, how are these activities going?

Lin Jiancheng: the selection of our foot fighters will lower the threshold of competition. Apart from standing men's and women's school students' foot fighters' competitions, the organizing committee will also set foot competitions against different themes on the basis of the needs of the masses, so as to enable the public to participate and to popularize the national movement better.

Many city sub districts have been launched, and the response is very good.

First class market and first level business circle.

The predecessor of alligator is the first shoemaking enterprise in the history of shoemaking industry in Jinjiang. Lin Cheng Chiu's father, Lin Di Chiu, is known as "the first shoe maker in Jinjiang".

But compared to such a historical identity, Lin Jiancheng is more concerned about how the enterprise will become bigger and stronger in the future.

It is not only in 2008 that we are going to be listed in Singapore, but it is also an important turning point to pform the sports brands handed down from our parents to the leisure brands.

Reporter: father is the first shoe maker in Jinjiang. Is it a big influence on you?

Lin Jiancheng: Jinjiang is a well-known shoemaking base and brand base in the country. As the first city in Jinjiang, it will naturally receive more attention. This gives us pressure and gives us motivation.

Reporter: it is said that at the end of August, at an order meeting, you proposed to remove the concept of sports from the core of the brand, not the life sports brand, but the life brand.

Lin Jiancheng: Yes.

Competition in the field of sports has been very intense, with many brands, and the basic pattern has been fixed.

In this field, it is not easy to find their foothold, and according to the positioning of these sports brands, it is not easy to raise the price of the products.

So we decided to play down this market.

The slogan we put forward is "taste life". We should make a living brand that meets the needs of the masses.

Reporter: do you want to bring up the price of products? Does this mean that alligator will go to a more high-end brand?

Lin Jiancheng: for different markets, our brand positioning is different. At present, our products are concentrated at the price of 400 to 500 yuan. We are also developing products with a unit price of more than 1000 yuan, which mainly correspond to the primary market and the first level business circle.

Reporter: as a domestic brand, facing a consumer market with a bit of foreign worshipping, do you think there will be a good market prospect for the product with more than 1000 yuan?

Lin Jiancheng: the key depends on whether the product's R & D is in line with the needs of this market.

In addition to Shanghai, we have set up two R & D centers in Guangdong this year, and we have the confidence to do it well.

Competition in the field of sports has been very intense. In this field, it is not easy to find its foothold, and it is not easy to lift the price of the product.

Therefore, we decided to play down this market and put forward the slogan of "grade life". We should make a living brand that meets the needs of the masses.

Notes

Winning at selling point

Alligator's single stock price has been the highest among the three shoe companies listed in Singapore in Quanzhou, though its size is only ranked the second among the three enterprises.

In the words of Lin Jian Cheng, they are more selling points.

Such a selling point may not just come from the fact that they are the first shoemaking companies in Jinjiang, and the difference in brand positioning makes them do not do much advertising, but by participating in various popular lifestyle activities, the brand image has been deeply rooted in the hearts of the people.

Aiming at the target consumer group, after fully studying their living habits, the alligator team developed and designed diversified products. In the life series of the alligator, there are idol personality style, fashion life style, tourism life style, and taste life style.

The day before the reporter interviewed, Lin Jian Cheng just returned from a market investigation in a central city.

The local agent wanted to open a store in a local Plaza. Lin Jiancheng turned around the square for over 4 hours, and finally decided that the local market was saturated and unsuitable for further opening of the exclusive store.

Unlike some other sporting goods brands in Quanzhou, Lin Jian Cheng is not radical in developing franchised stores.

Lin Jiancheng said that the annual rent in the first level business circle is tens of millions. According to the ex factory price of sports products 3~4 and the average selling price of 6~7 discount, such stores are totally losing money.

Many brands may think such a store is a live advertisement, but Lin Jiancheng says he does not need such an advertisement, and the healthy operation of the terminal is his concern.

Therefore, in order to control the terminal quality, the marketing system of Lin Jian Cheng is basically the mode of agent direct operation. The agent must have a lot of audits to develop the next level agent.

The homogenization of Jinjiang brand has always been one of the topics of concern in the industry development. Seeking their own differentiation has become the key factor for brands to get out of the brand blue ocean.

Lin Jiancheng saw this and tried to do a lot.

Just how the result will be, remains to be tested by the market.