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Analysis Of The Unique Business Operation Mode Of Quanzhou City

2011/8/4 9:59:00 57

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On August 3rd, hot summer days, the tea table was very pleasant to talk about, and the irritability of summer was just like a cloud of smoke. It was more familiar with the outdoors than usual. Perhaps this is the most direct feeling of my recent interview with the Deputy General of the Quanzhou outdoor group.

I remember that when I first saw Zeng Zong, in his in-depth exchanges with him, he saw not only how to be calm but also to understand the connotation of wisdom.

This also seems to confirm the old Chinese saying: "successful people must have their own characteristics."

Yes, in the face of successful people, we can always interpret the meaning of success through each other's speech and behavior.

Thus thinking, "why do people succeed?"

"Is there anything different from ordinary people?"

With these questions, the world shoe network reporter and Zeng have always carried out a series of dialogues, and also formally opened the "one village of Liu and Ming Hua Ming".

Prelude

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Deputy general Zeng Xin Quan, Quanzhou

We all know that the current outdoor market is quite lively.

"To compete with others"

The wonderful story continues to be staged, and the suspense of "who will kill the dead" is also gripping.

This not only tests the thoughts of business operators, but also closely relates to the development trend of the whole industry.

For international outdoor, it can be said that it has come to a relatively mature stage, and in China, the concept of outdoor has been gradually rising in recent years. So who can become the overlord of domestic outdoor market and "gallop the market", to a certain extent, will play a certain role in boosting the development trend of China's outdoor market.

As a result, under the market environment full of opportunities and challenges, we successfully operated the two outdoor outdoor brands of camel and St. Valentine, Quanzhou lad outdoor group, and had the courage to compete first, proved themselves in the real market results, and won the final popularity of consumers.

According to the National Bureau of statistics related industry data survey, at present, the outdoor brand of loutun outdoor group ranks among the leading brands in the country. Its camel outdoor sports shoes have won the first place in "2010 similar products in the national market", while the other ten of the group's top ten brands, Saint flare, are among the "100 most valuable sports brands in China" honor list. The two brands are also strategic partners of the national Mountaineering Association of China.

In the process of operating the brand, what are the unique business ideas of the operators of the group?

Do not blindly follow suit; take brand management concept as the fundamental starting point.

A careful analysis of the order of this year's shoe market will enable us to easily see some clues in the outdoor market, for example, many shoe companies rush to open outdoor cakes and actively pform into outdoor ones, thus leading to the current situation of the outdoor market being mixed up.

In the face of this market situation, he always gave a general answer. "In the increasingly competitive market environment, blindly engaging in outdoor activities is not necessarily the choice of wise people. If you really want to be outdoors, business philosophy is crucial.

In fact, although some shoe companies are following the trend in the outdoor market, apart from their experience and strength, many operators have lost their way in the definition of brand and brand.

They often do not know what to do or lack of a correct business philosophy.

In the end, they were all reduced to brands.

And the two major brands of our company, camel or saint flare, run the brand two words in the business process without any slack.

Analysis of key choices for customers

Partners

In the process of brand operation, the quality of cooperative customers is very important for the long-term operation of the brand.

It is reported that as early as the early stage of market operation, the group would change its annual large order into futures.

Through such a move, we can not only achieve zero inventory of brand products, but also help enterprises to analyze the situation of customers and select excellent customers.

"We will work together to make the brand work well by selecting partners with a strong focus.

At present, we have nurtured a number of model markets. In the next brand development, we will learn from the successful operation experience of these sample markets and achieve the vision of further expansion on the map of brand development, "said Ceng Xinquan, vice president of the outdoors group.

Participate in outdoor exhibitions to build bridges for brand display.

As one of the most influential and influential exhibitions in Asia, the Nanjing outdoor exhibition can always attract many famous outdoor brands to participate in the exhibition.

As the main brand of the group, St. Valentine is also a frequent visitor to Nanjing outdoor exhibition.

According to Ceng Zong, "since he first attended the outdoor exhibition in Nanjing in 2008, he has never been absent from the exhibition.

Because only focusing on the outdoor feature of Nanjing outdoor exhibition is worth our experience.

Through outdoor exhibitions, our brand image and strength can be maximized.

Meanwhile, in this year's Nanjing outdoor exhibition, we first took the form of exhibition and order meeting, making full use of the development opportunity of the exhibition to launch the brand.

In fact, in today's outdoor market, there are not many brand shoe companies that can combine exhibitions with orders. After all, the manpower and material resources that they will spend can not be ignored. The action of outgoing house not only opens a new path in the shoe market, but also sees the strong brand operation strength of the group.

It is reported that at present, the two outdoor brands of lvdon group, both outdoor market leader camel brand outdoor or the rapid development of outdoor sharp new saint flare, are striding forward with nearly doubled annual growth rate.

People recognize Coca Cola's unique outdoor brand management philosophy and stick to the belief that we can stabilize and stabilize, so we have every reason to believe that in the near future, the lenden group will be brilliant again!!!