Ding Mingliang: 2008 Let The Chinese Move.

Del Hui President Ding Mingliang del Hui was founded in 1983. It is a sports leisure sports brand of China's elders. In China's sporting goods industry, del Hui is one of the first enterprises to build brand. While other enterprises are still worried about their survival and work hard in the price war, del Hui first introduced the brand strategy, and became the leading brand of China's sporting goods industry through differentiated brand positioning, inviting spokesmen and innovative advertising communication. Reporter: we are very pleased to have invited the elder statesman of the sporting goods industry in China, Ding Mingliang, President of del Hui. First of all, let's introduce Mr. del Hui. Ding Mingliang: del Hui is an integrated group company integrating its own R & D, design, production, logistics, sales, service and other industries. Its headquarters is located in Jinjiang, Fujian, known as "China brand capital" and "China Shoes Capital". The company has hired Su Maozhen, Nicky Wu and Jay Chou as spokesmen for the image. In order to further internationalize the brand, in March 2006, the company hired the world-famous American Harlem Yu wizard basketball team as the image endorser and rebuilt the brand image advertisement. In September 2006, a comprehensive cooperation agreement was signed with the 81 gymnastic team of the Chinese people's Liberation Army. The team was named "del Hui Bayi gymnastics team". In order to meet the arrival of the Olympic Games, we quickly promote the penetration of the brand in the market. We integrate the resources of the industry and create the brand operation system of the strategic alliance in the domestic sports industry. At the same time, we signed 8 well-known and highly professional consultant teams in China. Since 2007, the brand combination of trademarks has also been upgraded from Deerhui to Deerway. The combination of new logo and English names has made localization of brands and products more modern, international, quality and trustworthiness. It can be said that through the Olympic Games, del Hui has entered a fast track. Reporter: del Hui has a high reputation in China's sporting goods industry, and has been developing very well in recent years. We know that Del Hui is an old brand of sports in China. How do you look at the development of China's sporting goods industry as an elder in the industry? Ding Mingliang: like other industries, the sporting goods industry first faces a process of integration and shuffling. China's market competition is fierce, brand operation is more and more standardized, and brands have gradually stepped out of the differentiation route. At the same time, raw material prices are rising. At this time, the added value of some brands is not reflected, and the competitive ability will be reduced. Such signs are beginning to show. There are few international brands. Nike, ADI, mark, Reebok and so on will not survive dozens of brands at the same time. If enterprises want to survive and brands develop, the key is people's grasp of themselves, the assurance of market itself and the assurance of enterprises. On the other hand, China's sports brand is facing an international problem. Internationalization is an irresistible trend and trend. It is something that every aspiring enterprise must consider. Since last year, we have consolidated the resources of the industry and made a comprehensive combing and upgrading of the "de Hui Hui" brand, which has made full preparations for the Olympic Games and international promotion. Reporter: the upcoming Beijing Olympic Games, how do you see the impact of the Olympic Games on China? Ding Mingliang: when Samaranch declared Beijing to be the host city of the 2008 Summer Olympic Games, Chinese life began to be changed by the Olympic Games. Sponsors, Olympic venues, Olympic business opportunities, athletes and Fuwa have become the focus of media attention. For the first time, the Chinese are so close to the Olympics. The impact of the Olympic Games on China is divided into two aspects, one is the impact on Chinese life, the other is the sports industry. The history of China is a history of "shoes". From the primitive society, slave society and feudal society to today, the development and changes of shoes confirm the pace of history from one angle. Chinese people wear sandals to make revolution; they wear cloth shoes for production; nowadays, Chinese people wear leather shoes to engage in market economy. In the past, leather shoes were once a dream girl's gift. They used to be a show off for their first month's wages, and they used to be married to the bride, who used to be a symbol of status and status. Therefore, Chinese people love leather shoes. Among all the men in the world, only Chinese men will go for a picnic and go for an outing. Only women in the world will wear high heels to climb mountains. A senior American official may only have one or two pairs of shoes or evening shoes to cope with special occasions. The shoes of a Chinese woman of the same social status can stack the floor of the whole room. Besides, Chinese people work hard and have a fast pace of life. We see that people who run through offices all day have little exercise time. Instead, they are passive ways of recreation, such as massage and foot therapy. The Olympic Games will bring sports and leisure to China. There will be more and more people moving in China, and sports will become the main way of leisure. In the future, more and more people will wear sports shoes to enjoy a comfortable life. On the other hand, China's sports brand will develop rapidly with the opportunity of the Olympic Games. For example, why the development of Chinese football is not good is a key reason. China has too few soccer players. With the opening of the Olympic Games, more and more people in China will pay more attention to sports, attach importance to fitness, attach importance to active leisure, and enjoy more sports and leisure activities, and the consumption of sports goods will naturally increase. From the perspective of del Hui, del Hui is also facing a great development. Throughout the past Olympic Games, the top professional sports brand will rarely be born in the host country of the Olympic Games. Instead, leisure sports will become the mainstream. Del Hui positioning in the first brand of leisure sports, will also help Beijing Olympic Games to achieve high-speed development. In the aspect of internationalization, we must change our concepts, take a global view and look at the world. We should guide China's sporting goods industry development in the environment of the international market. We must break through the concept of "closed" and "semi closed", establish a comprehensive and open management consciousness, and set up the awareness of pioneering and innovation. It is impossible for sports industry to develop in an all-round way and go hand in hand. We must do something for nothing. According to the new situation of the development of global sports industry, we should formulate our own development strategy. On the development goal, we should expand the export of sporting goods and enhance the competitiveness of the international market in a more prominent position, and accelerate the transformation from the inward to the outward oriented development of the sports industry. In the mode of development, we must transform ourselves from home and self-reliance into the world, make full use of the two markets and two kinds of resources, strengthen cooperation and actively participate in the competition of international sports industry. Therefore, apart from economy and culture, the positive impact of the Olympic Games on China is manifold. Reporter: when it comes to the Olympic Games, we have to mention Olympic marketing. We know that in the field of sports, Adidas is the partner of the Olympic Games, while many other Chinese sports brands do not have direct use of Olympic resources. In the past year or two, how do we conduct marketing around the hot spots? Ding Mingliang: with the approaching of the Beijing Olympic Games, the transnational sports brand is speeding up the strategic adjustment. It has plundered the market through the Olympic Games, the Asian Games, the National Games and other top domestic and international competitions, increased the intensity of the Chinese market, and monopolized the high-end and middle end market of sports goods through various channels and means. For Olympic marketing, a lot of powerful enterprises earn huge business opportunities by sponsoring the huge sponsorship expenses. For the domestic sports brands that should have played the role of the Olympic Games, huge amounts of money may be a headache for the first time. In view of this, we put forward the concept of "non Olympic" marketing and advocate the concept of universal Olympic Games. The so-called non Olympic marketing is to make you not the sponsor of Olympic Games, but in the eyes of consumers, it is the sponsor of Olympic Games. From the perspective of consumers and spectators, we can also take a new path to sponsor "Olympic fans", sponsor people who are most concerned about the Olympics, and find a place for enthusiastic Olympic fans to get a sense of belonging. For example, we recently worked with spokesperson Jay Chou to support Jay Chou's global lyrics for the Olympic Games. Of course, the foundation of sports marketing must first be brand strategy, which is the core of enterprise strategy. The essence of brand strategy is to create differentiated competitive strategy. It is a strategic choice for enterprises in the increasingly fierce competition environment, in the trend of homogenization of products, technologies and services, seeking to differentiate by brand creation. Reporter: China's sporting goods competition is fierce. Many brands are seeking rapid development. How do you think you can build competitive advantage? Ding Mingliang: heavy advertising packaging and light brand overall strategy have always been a major weakness of Chinese enterprises. Del Hui focuses on leisure sports and focuses on building the first brand of leisure sports in China. From 2007 onwards, according to the brand new strategic planning, del Hui will integrate from seven aspects, including brand, marketing, human resources, terminal market, graphic design, space design, production management and so on, and enhance the brand awareness and image in eight aspects. The most intuitive performance is that the content of del Hui's advertising has changed: the original brand English is called pinyin "DEERHUI" to "DEERWAY", and the slogan "my personality" has changed to "ON THE WAY". We believe that the English culture of LOGO will be the trend and trend of local brand development. The new English name will also be more international, fashionable, trustworthy and quality, which will help to enhance the brand's premium capability, further reflect the brand positioning and core value, and contribute to the continuous improvement of the brand image. The new brand strategy system not only extends the brand assets of Dell Hui, but also meets the psychological needs of the target consumers. It not only used Jay Chou, but also avoided the risk brought by the replacement of the spokesperson in the future. So far, he completed the puppet butterfly change and established a brand new image. With the promotion of new brand image, del Hui will become the most sportswear brand of Chinese sports brand with the most leisure spirit and creative spirit. Reporter: in the past, China's sporting goods enterprises were weak in research and development, and the homogenization of products was also serious. In the latest TV ads of del Hui, we can see that Jay Chou wears beautiful sneakers. Del Hui's products have a good reputation in the industry. May I ask what efforts have been made by Ding Zong in terms of products? Ding Mingliang: the product of de Erhui is unique, from del Hui's demand for details and quality of products, from the pursuit of perfection by del Hui people. Del Hui focuses on color, style, material and workmanship to ensure that every product can stand the test of strength and time. Del Hui's clothing and sports shoes have a good reputation in the industry. By the end of 2001, we have pioneered the establishment of a full-featured product research and development center in the whole country. Although del Hui is located in entertainment and leisure sports, its products are very professional and have been tested by strength and time. Del Hui always adheres to the "backyard" of quality. A strong company must have the ability of independent development. It must be faster than its competitors in developing rhythm, and must create popularity. The design and development need huge investment, and from the trend, the proportion of this investment in the cost of the company is bigger and bigger. Since 2003, del Hui has introduced large designers and development teams to designers from countries such as Korea, Taiwan and other countries, and has formed a super class product design and development system in China. In addition, for more than twenty years, del Hui has been insisting on self research and development, and has never adopted the form of OEM, so the quality of products can be guaranteed. In terms of brand, we need to learn from international brands. But in production, international brands including NIKE, Adidas and so on need to learn from us and learn from our production process and product quality, because foundry is difficult to ensure product quality. Del Hui attaches great importance to details. We have strong production strength, and the workmanship and meticulous degree of products can be more strictly monitored and guaranteed. Reporter: you just talked about details. Now you are talking about details to decide success or failure. What do you think of details? Ding Mingliang: Lao Tzu once said, "all things in the world are difficult, but they must be done easily." We believe that greatness often comes from ordinary details, and so does brand building. We think that making brand is doing details, and making products should pay more attention to details. In order to ensure the delicious and delicious hamburgers, McDonald's worked hard in detail.