Yong Gao Ren Fang Zongyang: Fifteen Years Insist On Independent Brand Building Road

As the first Fujian Province

Getting involved in shoes industry starts with "Yuanyang shoes" and succeeds in sticking to "anti velvet leather".

Start: start your own business and start your own business.

In 1980s, the spring breeze of reform and opening up was blowing all over the world. In Southern Fujian Quanzhou, vigorous and vigorous private enterprises grew up like mushrooms.

They sing the song that they love to fight and win the song. With the spirit of daring and daring to fight, they carry forward the spirit of diligence, simplicity and hard work of the grassroots group, and set off a huge wave of surging waves in the flood of economic reform in Southern Fujian businessmen.

Fang Zongyang's Yong Gao sporting goods is one of them.

In 1986, at the age of 16, Fang Zongyang was young and old. In order to improve his family life, he dropped out of school and started his career as an employee.

During this time, he did Street business.

However, after all, this kind of hawker business can not bring about much change in income.

Four years later, the neighbor's girlfriend told him that if he wanted to marry her, he had to learn a craft so that he could support his family in the future and advised Fang Zong to learn to make shoes with him.

In 1980s, Quanzhou's private economy began to develop independently.

From the stone lions to the coastal areas of Jinjiang, the townships of the towns and villages started to build shoe factories, which made a lot of money at that time.

So Fang Zongyang and his future wife came to work in a small shoe factory in Shishi to learn how to make shoes.

In this factory, Fang Zong Yang was initially responsible for the processing of shoe upper, while his girlfriend did the sole processing. The shoes made by the two men were also known as "mandarin duck shoes".

Because he is diligent and eager to learn and work more diligently than others, in recent years, he has fully grasps all the working procedures of shoemaking. With his skilled skills, Fang Zongyang has inspired his wife to have his own business plan.

In 1995, Fang Zong Yang started his family small workshop shoe factory with more than twenty workers with his wife's savings accumulated from years of hard work.

Because what we do is the children's shoes industry, the name of the new shoe factory is Yong Gao, so we can let the children grow better.

He also said that his company should always go to the top and be enterprising spirit.

Fang Zongyang, who first started his own business, is ambitious and confident about the future.

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Sharpen your mind: work hard for your heart.

Fang Zongyang was set up with many roles such as boss, worker, business and so on. He lived with factory workers everyday.

In order to save money, Fang Zong Yang often eats three meals a day with employees to eat instant noodles.

A year later, though it was just a small factory with more than 30 employees, the cost pressures of procurement and management began to test the young boss who was not very thick.

Because the new company's sales have not yet been opened, Fang Zong Yang often worries about the cost of shoes, wages and so on.

This situation lasted to second years, and often encountered no embarrassment of wages.

Seeing that the business is going to be unable to sustain, Fang Zong Yang has not given up hope, and has been keeping in touch with businessmen day and night, looking for opportunities to save.

Fang Zongyang's diligence finally moved a distributor in the northeast.

The dealer promised to purchase 100 thousand yuan in stock.

The 100 thousand yuan, like timely rain, saved the business that was on the verge of closure.

Over the next few years, the company has entered a track of steady development.

Grow stronger: stick to the road of brand creation

With the continuous growth of enterprises, the company has gradually become an influential enterprise in the domestic children's shoes industry.

Entering the twenty-first Century, children's shoes entered the most popular cartoon brand in China.

Many people in the company suggested making a cartoon brand. Fang Zong Yang refused.

An ideal in his heart is to insist on creating his own brand.

Facing the trend, Fang Zongyang has his own special consideration.

He believed that although the agency brand risk is small and the operation mode is flexible, once the brand development momentum is found to be bad, it can turn to another brand immediately, but often there is confusion in low loyalty and not easy to build a long brand. At the same time, the agent brand has also appeared many agents after opening the market, the manufacturers immediately recovered the situation.

"The brand of an agent is like a child that you adopt, and the brand you create is just like your own child. It is not only high loyalty, but also allows the enterprise to devote oneself wholeheartedly" to it. Why did it take the initiative to create a brand at the beginning of its business? Fang Zongyang used this image analogy.

Based on these considerations, Fang Zongyang resolutely decided to create a brand of children's shoes.

At that time, most consumers' brand awareness of consumption was relatively weak, and children's shoes were mixed and the market was relatively chaotic.

In the initial stage of starting a business, Fang Zong Yang is facing not only the puzzlement of capital problems, product development, and channel construction, but also the need for his peers to be puzzled and suspicious.

Recalling the hard times at that time, Fang Zong Yang understatement.

For this reason, Fang Zong Yang has made a unique selling point for the products and improved the core competitiveness of the brand. Referring to the strategic height of enterprise development, in 2006, Fang Zong Yang took a new name for his product, "Yong Gao Ren", and put forward the new positioning of "urban children's shoes".

In addition to the persistence of self created brands, Fang Zongyang has another insistence on the industry over the past decade, that is, insisting on only "anti velvet children's shoes".

It is this persistence that lays the foundation for his current "children's shoes" in Chinese children's shoes.

This has also become a distinctive feature of enterprise brand.

Upgrading: Marketing in post Olympic Era

In 2008, the Olympic Games in Beijing allowed many brands to take the Olympic train.

It is a keen topic in the domestic marketing circle to turn over the 2008 and how to save the Olympic Games in the post Olympic era.

In 2009, Fang Zong Yang first set off the Olympic marketing wave after the children's shoes industry.

In June of this year, the company first signed the "Olympic red man" Lin Miaoke, becoming a major highlight of the marketing breakthrough in the Olympic Games era.

"The children's shoes of our company are actually the same as Lin Miaoke." Lin Miaoke explained why the Lin Miaoke who became famous in the Olympic Games set up a good example for Chinese children to dare to express themselves and grow actively. Her lively and lovely coincides with the self confidence and bravery displayed by the brand and the brand spirit of "initiative and initiative" advocated by the brand.

With the signing of Lin Miaoke, Fang Zong Yang has launched the "Y-16 youth sports hall" for children's clothing consumption market.

"Y" is not only the initials of Yong Gao's Chinese Pinyin, but also the abbreviation of English "Young (young)". Fang Zong explains that "Y-16 youth sports hall" is a sports hall dedicated to the young generation of "post-90s generation". It is a special store integrating shoes, clothing and sports accessories.

Fang Zongyang said Future Ltd will also actively enter into the R & D and production of clothing and sports accessories, and the style of clothing product development will be dominated by fashionable sportswear which is more suitable for the modern youth consumption trend.

The company will also set up research and development centers in Guangzhou, Quanzhou and Hangzhou by combining the first-class R & D teams at home and abroad, and set up product sourcing R & D centers in Hongkong and South Korea in three places.

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Persistent

When he first saw Fang Zongyang, he felt that he was a man of few airs and a very simple entrepreneur.

From his gestures, he can feel that he is not a good talkative person, but he has a very sincere attitude and affinity.

When the reporter talked about the production of children's shoes, he showed great enthusiasm. He talked with reporters about market conditions, talking about production technology, and talking about product styles.

He is familiar with the whole situation of children's shoes industry.

From this, we can see his high requirements for the health and quality of such children's articles.

According to his staff, Fang Zong Yang is also a very cordial person in private. Although he is very strict with his employees at work, he is very close to his employees after work, but he often eats and plays table tennis without any boss.

When it comes to table tennis, it's Fang Zongyang's favorite sport.

Once he has leisure, he will find people to play several rounds together.

Next to his office is a table tennis room.

He said this would help to keep his enthusiasm and temper his will and judgment.

The reporter learned that the success of Fang can be expressed in a dialect often spoken by Minnan people, that is, "love is hard to win."

Fang Zongyang did not have a good family background and had no gilded qualifications. He relied on his courage, intelligence, hard work and courage to start from the grass roots of society and set up his children's shoes.

In the early days of his career, he worked as a worker on his own production line, worked as a porter himself, and ran the market himself. He had experienced all those days of being cold shouldered and suspected. He had a deep understanding of the hardships of starting a business.

But these did not stop him, but aroused his ambition to make the enterprise stronger and bigger.

It was a difficult time, but he persisted, and the business of Yong Gao was gradually on the right track.

As he said, "entrepreneurship requires not only capital and technical support, but also persistence and initiative.

The key is whether you regard it as the persistence of life. Only by continuous efforts and continuous progress can we survive in fierce competition and then seek development.

In the course of 15 years of entrepreneurship, Fang Zongyang has changed from the boss of a small factory to the chairman of a large company.

The experience of 15 years has made him more original and more intelligent.

Enterprises are run by people. A company with cultural attributes has to set up an enterprise culture from the very beginning. "15 years of struggle", Fang Zong Yang leads his team in the fast track of brand development with his charisma and enterprising spirit.

Speaking and behaved, we can feel his modesty, enthusiasm, atmosphere personality charm, and the spirit of perseverance and good career.