Lin Tianfu, Chairman Of The Noble Bird: Let Sports Be Happier.

One corner of the bird's shoe industry

In the game with a large number of strong brands, where is the base of the 42 dials of the bird? Is the respect for and great investment in technology, the emphasis on the training of talents, the confidence in the quality of the product, the accuracy of the brand positioning, the commitment to the quality and service of the consumer, or the other special points? Here, the chairman of the bird (China) Limited company

Implementing differentiation strategy and setting up distinct brand personality

When sports star + CCTV advertising's Chinese sports brand standard action encountered aesthetic fatigue, a series of people's humorous advertisements quietly ignited the curiosity of consumers.

When these seemingly impossible things happen, the brand manifesto of the "bird of happiness" and "who is afraid of it?"

"Even if you can't run fast, you have to run happily", "even if you can't jump high, you have to dance happily", "I decided to record every movement and be happier than last time". These views are most vividly reflected in the 2010 Sports happy series.

Mr. Lin Tianfu, chairman of the company, stressed that: with the demand of differentiation, the first time that "sports happiness" is the essence of sports, and has established a distinctive brand personality, winning the recognition and enthusiasm of consumers.

Reporter: it is generally believed that most of the sports shoes in Fujian are famous for their constant bombing by "celebrity endorsement + CCTV advertising", and the brand of the famous bird has been endorsed from the original pure stars, then it has advocated the happy movement, and has replaced the stars with the ordinary people. This innovative brand marketing mode has created a brand new competitive advantage for the birds and has won the support and support of the young people.

How did you make such an unconventional strategy, {page_break}?

Lin Dong: at the moment, such as "win, temper, challenge, star, hero" and so on are the demands of most sports brands at home and abroad. Most of them are full of pressure and are filled with competition. How to stand out from the differences with the help of differentiated brand positioning has always been a problem of constant consideration.

As we all know, Nike, ADI, Lining, Anta, and KAPPA, XTEP, etc., which rely on professional sports positioning, rely on professional sports positioning. They have been successful and occupy relevant professional sports and entertainment resources. The space and resources left to the latecomers have been very limited.

Obviously, professional sports and fashion sports have been grabbed by other brands.

On the other hand, with the development of China's economy and the improvement of people's living standards, especially the influence of the 2008 Beijing Olympic Games, the idea of national fitness, sports for fitness and health has gained more and more recognition from the public.

Under such a big background, the noble bird found a new field of sports market happiness. In the three fields of "Sports", "fashion" and "happiness", "happiness" stood at the top of the "Golden Triangle".

Reporter: please give me a bird.

Lin Dong: in fact, the disruptive innovation of the golden rule of "sports stars + CCTV advertising" is not only reflected in "abandoning superstars and promoting happiness".

The main consumer group of the brand is located in the fashion sports enthusiasts at the age of 16-28, with a range of 14-35 year old sports enthusiasts.

Product positioning is guided by fashionable, comfortable and elegant sports equipment, leading leisure fashion shoes and clothing series.

We advocate continuous self defeating, innovation and enterprising spirit.

Take the first brand of elegant fashion movement as the brand target, and play the role of the leader of the elegant fashion movement in the industry.

On the issue of how to communicate with young consumer groups, the whole team made careful research and repeated arguments, and intercepted the behavior of consumers from the terminal of consumers by studying the behavior habits of young consumers.

According to the China Internet Network Information Center (CNNIC) report, the number of Chinese netizens is as high as 400 million, while that of young Internet users is close to 200 million. QQ, video and games are the three largest Internet applications of teenagers nowadays.

Video is the first choice for enterprises because of convenient viewing, interactive entertainment and high reputation.

Netizens will change China's political landscape and will change China's economic map.

There is no doubt that the Internet will become a new strong position in brand marketing warfare.

Therefore, apart from making excellent creative advertisements and making efforts to network marketing, the noble bird has also chosen a road that nobody cares about - cross industry production and launched China's first sports original network drama "inborn sports maniac", which opened the colorful marketing chapter of the Chinese national sports brand and video platform, and signed the four major video platforms of Youku, potatoes, Sohu and thunder for spreading promotion in one fell swoop.

During the broadcast of "natural sports maniac", the total amount of play in Youku network was over 84 million times, and the user concern rate increased by 16241% in the first quarter.

In the first month of broadcasting, the Google search of "natural sports maniac" has more than 800 thousand comprehensive reloads. Google search forms the key word: "natural sports maniac".

At the end of July this year, with the miracle of net play created by the "natural movement maniac", the brand of the noble bird won the 2009-2010 year's "fast wear clothing effect Marketing Award" in the 2009-2010 annual summit of the Internet in Shenzhen.

At the same time, "natural sports maniac" has also become a classic case of sports brand new media marketing.

Reporter: Recently, the 11 bird snooker stars of the world have sowed "happy seeds" by snooker stars.

Lin Dong: according to the statistics of the world professional Billiard Association in 2009, the number of snooker sports in China is about 7 million, while the number of fans is up to 50 million. "Snooker's future in China" is a consensus among many snooker insiders.

From the reserve of players to cultural integration, snooker has a broad mass basis and cultural foundation in China, and the core of the mass movement is to make the enjoyment and health brought to the enjoyment of the whole nation.

The snooker movement does not require physical confrontation with its opponents. It is the snooker's charm to challenge itself and enjoy the graceful movement constantly.

And this spirit of happiness is always advocated by you.

Therefore, the noble bird group decided to use this year's Shanghai snooker masters opportunity to join the snooker star. The 11 snooker stars signed this time are all the top stars in the world, such as O'Sullivan, Hendry and Carter. We hope to join hands with the top international snooker stars and borrow more international resources, through the role and example of these ordinary sports and games, so that the idea of sport happiness can influence more and more people in the country. In the future, they will be invited to come to China in batches to take part in the "snooker happy seed plan", and to communicate with the local ordinary people and spread the idea of happy sports.

At the same time, you will aim at the graceful characteristics of the snooker movement, specially design and develop the snooker series sports equipment, and further deepen the brand image of snooker's happy movement in the eyes of consumers from the product point of view.

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Heaven is virtue, but fortune is in goodness.

In Lin Dong's office, a calligraphy work is particularly eye-catching. It says "heaven is the best and happiness is in the good way". This is not only Lin Dong's motto, but also integrates it with the management and culture of the company.

More skillfully, the first words of these two sentences constitute Lin Dong's name "Tianfu". Lin Dong explained that "virtue and goodness" are highly respected and practiced by Chinese philosophers and philosophers in the past dynasties. As a Yan Emperor's son, our modern Chinese should carry forward "virtue and good" and extend it to the practice of constructing and practicing society. This is not only a personal practice, but also in the enterprise, in the industry and in the whole society.

Reporter: "heaven and virtue are great and happiness is in the good way". This is not only your motto of Lin Dong, but also highly respected by your company.

And "heaven and earth" as the theme of corporate culture, is this a further interpretation of virtue and goodness?

Lin Dong: last year, the famous bird introduced the cultural theme of "harmony with the world". It promoted the pformation and upgrading of the brand of "noble bird" brand in the post Olympic era with the cultural intention of "human centered, He Weigui and noble bird".

"Harmony" is the essence of thousands of years of Confucian culture. It is also an enterprise's tolerance and tolerance.

Putting people first is an important prerequisite for becoming a big brand in the era of mass sports, which brings health and happiness. It is also the embodiment of virtue and virtue.

Reporter: how should we understand "man is the foundation and harmony is precious"?

Lin Dong: as a sports brand, advocating the culture of "man is the foundation and harmony is precious", we should trace the source to the origin of the movement, let every loving sports heart be happy and smile to look forward to the new future of sports.

The application of "human centered" to enterprise management means customer satisfaction is the goal we pursue.

We must do our best to provide quality and satisfactory services, and constantly put forward higher requirements for ourselves.

Before that, of course, we must have a group of excellent staff.

Because enterprises are the mechanism of creating interests through talents.

We must work hard to build a harmonious team and spread the culture of "harmony" from within the enterprise.

We should focus on optimizing the company's organizational structure, and focus on building learning teams. We should regard talent training as the first element of enterprise development, based on whether the whole team work smoothly, rather than blindly introducing talent resources and wasting talents. At the same time, we should actively build a training system adapted to the development of enterprises, invest heavily in building K-BIRD business schools, and carry out many large-scale national training activities.

Under the influence of excellent corporate culture and good talent outlook, the company has presented a harmonious and warm atmosphere from management to marketing team.

In addition, we also implement career planning for all employees, so that the grass-roots workers in the production line can also receive various training and skills and development opportunities.

Industrial pformation and upgrading, and where to go?

After decades of rapid development, shoe-making enterprises in the eastern coastal areas of China have reached the turning point of industrial upgrading, adjustment and pformation. The capital of coastal areas is relatively saturated, and the local market has been unable to meet the needs of capital appreciation. Enterprises are facing such problems as tight supply of land, labor and energy, rising cost, higher industrial upgrading pressure and high business cost. In the face of these problems, more and more enterprises have made the choice of moving inland.

However, in order to achieve the new industrial structure, we have to face such problems as whether the industrial chain is complete, whether the logistics system is perfect, whether the investment environment is mature or not, and how the non market factors affect it.

In this regard, Lin Dong has a unique view.

Reporter: with the continuous increase of manpower cost and so on, in recent years, a wave of shoe-making enterprises in eastern coastal areas has shifted to the West or the mainland. Where are the enterprises going?

Lin Dong: I think the overall shift is the way out for shoemaking enterprises.

If the regional brand is pferred to the West or the mainland, it is not the pfer of the factory, but the pfer of the logistics mode and the pfer of the system.

The industrial chain needs to strengthen synergy, establish and improve the upstream and downstream industries chain, including fabrics, accessories, processing, design, marketing, logistics, financial services institutions.

Under the trend of China's market internationalization and international market integration, for the continuous operation and further development of the company, it is possible for the company to move its marketing, R & D, brand and other departments to the cities with more developed economy and more productive elements in the past two years.

This is mainly due to the long-term consideration of brand development, the consideration of occupying the market at a higher level and occupying the commanding heights of the region: first, attracting more high-end talents at home and abroad, resulting in great effects; secondly, Xiamen has a convenient pportation network and information platform, and enterprises can fully integrate and allocate resources to speed up the circulation of logistics, information flow and capital flow; thirdly, when enterprises become bigger, they hope that with the help of moving capital, the pformation of standardized modern enterprises can fully display the corporate image, enterprise brand, enterprise culture and enterprise spirit.

In addition, the continuous maturity of Internet technology has promoted the great development of e-commerce. Online shopping has become a fashion in the minds of young people.

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Based on technology and R & D, multi-channel expansion of the future.

For many years, the "noble bird" has been "cutting corners" in the field of sports and leisure in China, persisting in independent innovation and Upgrading Research and development level.

We have recruited more than 300 professional and technical personnel from all over the country, including all kinds of high and intermediate professional titles, and set up the technological development center of the new product and new technology research institute, the precious bird sporting goods Co., Ltd., which effectively promoted the R & D and pformation of new technologies and technologies, strengthened the functions of new products, and laid a solid foundation for further development of enterprises.

Lin Dong has repeatedly stressed that technological research and development is endless. That is the foundation for survival and development of noble birds.

Reporter: from the successful history of Adidas, Nike and other international famous brands, we can see that product technology R & D and brand operation are indispensable. The former ensures that products are constantly innovating, fashion and professional, while the latter enhances brand exposure and consumer participation through event marketing such as support events.

How is the technological development of the birds?

Lin Dong: for a long time, the precious birds insist on continuous R & D and innovation. In recent years, enterprises have intensified the development of new technology, invested tens of millions of yuan each year in product research and development, and focused on developing personalized, fashionable products, leading the development of various new models and new products, with an average of 200 monthly development, up to 3000 yuan per year.

Relying on the research and development of the product's internal comfort, the great bird has invested a lot in the research and development of high springback, sweat absorption, breathability, odorless, antibacterial and other product functions.

In 2009, a polyether shoe pad with imported polyether material was developed, leading the research level of anti odor of sports shoes to a higher level.

The usual insoles are made of EVA or polyester, and polyether insoles are a revolutionary new material.

This material contains very strong activated carbon, which has strong shock absorption and pressure relaxation characteristics. It can relieve foot pain, light material, full of pores and high air permeability. The key is to help absorb sweat and keep feet dry.

The sole is light and soft MD, which is covered with polyether inner padded insoles. It not only deodorization, antibacterial, sweat absorption, air permeability, soft and high resilience, but also become the best quality of sports shoes.

In August this year, the 2011 spring and summer new product conference and product exhibition held in 2011 held a total of 660 new products in the 19 different series of spring and summer in 2011. The new products, such as "smart and portable" and "super elastic glue comfort", are popular.

For example, the design of body building shoes with ergonomics and engineering characteristics as the carrier will bring more healthy and happy life experience to consumers. The unique sole structure makes them wear a natural imbalance, but it can be eliminated through balanced exercise, that is, by increasing muscle movement.

This MBT technology shoe is expected to raise a new trend next year.

Plan for a better future, draw a blueprint for development.

In recent years, capital operation and modern enterprise management are becoming the industry aspirations of Jinjiang, and more and more listed companies in Jinjiang.

At present, with the increasingly fierce competition in sports brand camp, the increasingly refined operation of sports brand manufacturers and the increasingly rationalization of franchisee behavior, the demand for capital is huge. Listing financing has become the internal demand for further development of sports brand, which will also push enterprises to formulate a higher level of development strategy and a modern marketing mode.

Lin Dong said that the birds are ready to go public and draw a good blueprint for tomorrow.

Reporter: in the past two years, Fujian sports brand enterprises are competing to be listed, attempting to carry out the rapid upgrading and development of enterprises through capital operation. Are there any plans for listing, and when and where?

Lin Dong: the company is actively preparing in accordance with the relevant requirements of the listing, striving for a successful listing in the past two years.

Instead of choosing the easier Hongkong H-share market, the noble bird chose a very strict mainland A share market and was set up on the Shanghai stock exchange's A edition.

The listing of noble birds is not for the sake of personal gains, but for the better planting of enterprises. It is not the end of the past, but the beginning of a long term future. It is for enterprises to get capital, standardize operation, attract talents, and achieve more rapid development and sustainable operation.

Listing is to make the birds truly practise good internal work, make strategic planning, create value for the society, shareholders and employees, and get the approval of the public and investors. It is to train the brand of "noble bird" to become a new industry benchmark in the domestic capital market. Through our efforts, the great bird has become a closely watched enterprise by the majority of Chinese shareholders and institutional investors, so as to further enhance the brand awareness and enhance the brand influence in the eyes of consumers.

Through listing and financing, companies can have more capital to invest in the Chinese market and provide sufficient financial support for all levels of agents and distributors to rush ahead in the market.

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Reporter: are there any plans to buy foreign or domestic brands and expand the product line? Please describe the blueprint for your future.

Lin Dong: China is about to implement the twelfth five year plan. In the 12th Five-Year plan, the government stressed the acceleration of China's urbanization and the multiplier income of the common people, which will greatly stimulate domestic demand and stimulate consumption.

Chinese people always say "clothing, food and shelter". Clothes are ranked first. In the 30 years since China's reform and opening up, Chinese clothing has changed from a gray, green and black country to today's colourful and personality differences.

因此，貴人鳥要抓住這個千載難逢的機會，通過密集布點，強化在三四級市場的競爭優勢，鞏固渠道優勢，形成市場規模，把貴人鳥進一步做大;通過擇優建店，培育貴人鳥在一二級市場的競爭能力，2011年“筑巢”行動將啟動，以“鳥巢”形象店搶灘一線、核心商圈，支持品牌向上，計劃在一線市場開店開到30家以上的規模，通過提升品牌形象，把貴人鳥進一步做好;以商品、渠道的表現闡述運動快樂，掀起“快樂運動”的東風，打一場漂亮的“快樂戰役”;通過戰略規劃，塑造貴人鳥的核心競爭力，培育消費偏好，把貴人鳥進一步做強;適當的時機，在全球范圍內尋求合適的著名品牌進行合作，建立貴人鳥的可持續競爭力，以多品牌擴展多市場，把貴人鳥進一步做穩、做大，并最終普及全民快樂運動。