Chung Geun-Hee, A World-Class Technology Patent Super Star, Endorsed The Swinging Rocking Shoes.

December 20th, no one can think of Zhengda.

Zhengda rocking shoes witnessed a new rise in 2010.

Since its arrival in the Chinese market, Zengda has made up its mind to differentiate itself from the current sports brand with the attitude of the leader of the new fashion life. The big swing shoes are an unprecedented product form in the Chinese market.

Next year, we will make breakthroughs in product technology, brand style, terminal image and channel expansion, presenting better products for Chinese users.

Guo Jingqing, general manager of Zhengda (China) Sporting Goods Co., Ltd.

High starting point: world-class technology patent super star Chung Geun-hee endorsement

New fashion life is becoming a popular subdivision in the footwear industry.

The reason is very simple. On the one hand, with the awakening of self consciousness, individuality has become the mainstream value concept of Chinese society, making the boundary between professional sports and fashion leisure more and more blurred. On the other hand, the professional sports group composed of Nike ADI and the fashion sports special column composed by kappa and Puma are not strong enough.

The implementation of the blue ocean strategy is not easy. How to maintain its own characteristics is the only way to win.

In order to highlight brand differentiation, enterprises must invest heavily in upgrading the technological content of their products and invite popular endorsement to enhance the unique style of the brand. Therefore, the new fashion life brand has a relatively higher entry threshold.

And Zhengda, with its technology - oriented swinging shoes and Han Guochao's popular celebrity endorsement strategy, will start at a very high starting point.

The biggest feature of swing shoes is the elliptical function soles.

The unique sole design allows people to just fit on the body and do not adapt to swaying, and achieve body balance through body movements, so as to gain weight loss, body building, thin leg and foot massage, and promote the circulation of human blood.

Behind the rocking shoes is the deposition of Zhengda's exclusive patent.

Huang Zhenji, the Asia Pacific regional leader of the global footwear group before the DuPont Co, is the R & D consultant of the company's technology center, and has worked with the Second Light Industry Research Institute of Fujian province for long-term cooperative research and development. Even in Fujian Quanzhou, where sporting goods brands are gathered, Zhengda's R & D strength is quite famous.

According to introduction, Zhengda now has several state-level and world-class patents, such as high elasticity, super skid resistance, super wear resistance, strong oil resistance, strong shock absorption, anti-static, scratch free, air fragrance and high buoyancy. At the same time, it has created the world's leading P P degradable green environmental protection material and applied it to the rocking shoes of Zhengda shoes.

A distinctive brand style is another magic weapon for fashion brands to break through.

In order to cut into the younger consumer groups faster, we are now looking at Asia's fashion destination, Korea, and finalizing the new generation idol star Chung Geun-hee as the celebrity spokesperson.

Chung Geun-hee is an idol entertainer with beauty, singing and performance. He has a unique personality that no one can match. His fans in China are numerous, and the stars are limitless.

In the recent selection of the top stars in this year's 2010AsiaBuzzAwards, Chung Geun-hee defeated the same candidates as SuperJunior, Rain, Lee Seung Gi and other strength players. The number of votes was over second times nearly 2 times, which proved his high popularity.

According to the Zhengda brand center, the advertising blockbuster of Chung Geun-hee, a popular idol, has been put on the agenda. Next year, it will be launched in CCTV and major local TV stations. It will be expected that the new fashion life trend of Chung Geun-hee will be renewed with the Asian Hot broadcast of Marie's out of home drama.

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Acceleration: channel upgrade, terminal image internationalization

The focus of Zhengda market strategy lies in the amazing consumption of two or three line cities.

The consumers of the two or three tier cities have been in sync with the world in obtaining information, but the low purchasing power makes them more interested in the fashionable lifestyle brand with higher cost performance.

Compared with the first tier cities, the two or three line cities are the fertile soil of the fashion life brand.

Now, even the leaders of the global fashion movement can not help stepping forward to the two or three line.

In the 2011 channel expansion plan of Zhengda, the number of stores will be further improved.

The layout of the entire network will also extend from the coastal cities to the two or three tier cities in the mainland, and the self operated stores that can self generate on the store system will become the focus of expansion.

Zhengda is trying to upgrade its channel management and control advantages by means of all channels. At the same time, it will speed up the internationalization of terminals at all costs, and create an international purchase experience for users through terminal stores, so as to enhance the brand's premium capability.

At the headquarters store in Fujian, you can see the effect of the upgraded store.

With white as the keynote, the door is simple and the brand logo is unified and changed to a more international Zegda.

The display of windows is a powerful visual shock. The products are divided by the theme. The tones and materials, shelves and lights, and even display modes of each area are changed according to the different products. Consumers walk in it, feeling like a scene of their own life.

All of this is almost in line with the space performance of big international stores.

During the interview with reporters, many brands in Fujian have heard and imitated Zhengda products and stores. This illustrates the success of Zhengda new fashion life strategy from another angle.

Industry observers believe that Zhengda's "high quality brand image + high performance price ratio" has already formed a powerful market tool. Relying on swinging shoes, a strong single product, which is hard to surpass, can quickly accumulate strength in the horizontal expansion of the national market.

There will be no end to the rise of new fashion life categories in the next 5 years.

In this new round of fashion life, Zhengda has clearly stepped ahead and is consciously accelerating.