Double Star: From Famous Brand To Famous Brand

For a labor-intensive state-owned enterprise, what is the deep level reform?

How to maintain the momentum?

The double star group, the leading enterprise of shoe-making industry in China, has made successful practice from famous brand management to famous brand management.

The brand name is that fortune double star is a "four backward" enterprise with backward technology, backward management, backward products and backward concepts. But they always adhere to the principle of "taking the market as the main line, taking the famous brand as the core, and taking innovation as the theme", and applying the brand strategy to achieve a successful leap.

20 years ago, when most of the other people did not really know what a famous brand was, the president of Binxing group Wang Hai proposed "creating a Chinese national brand", and established the three stage strategic plan of famous brand development, that is, the initial stage of famous brand, the development stage of famous brand and the advanced stage of brand name.

In the past 20 years, the double star group has been implementing its brand strategy on a down-to-earth basis -- the primary stage: constantly upgrading the old products, from the initial imitation to the later innovation and beyond; at the stage of development, a professional product development team has been established, so that the product has reached the "development generation, production generation, development generation, and reserve generation"; the advanced stage: "specialization, high quality and tree image" as the main goal, and began to compete with the world famous brand.

What is worth mentioning is that double star shoes have been the first national sales volume for 15 consecutive years, becoming the first batch of "China famous brands" identified by the state. Double star tires were rated as China's "ten national brands". As early as 2000, the value of double star brands reached 10 billion yuan.

However, in the new era, Duxing people have not satisfied this. Over the years, double star has achieved less investment and more production through brand extension, brand operation and brand expansion, and has achieved the goal of making profits by borrowing chickens and laying eggs, and has entered a new era of brand management.

After looking for the strength of the brand, we should be good at planning from a strategic point of view, and develop a good campaign to manage the brand.

"Double star" has the sole well-known trademark in China's footwear industry.

Famous brand means wealth, giving full play to famous brand effect and developing famous brand with famous brand is the shortcut and the only way for enterprise development.

Double star using famous brand, the first beautiful battle in Southwest China is to save the red flag rubber factory in Chengdu, Sichuan. The two star took over the factory, equipped with management personnel, organized production according to the concept of "double star", so that the company realized profits in that year. After that, they expanded their businesses by brand, used the prestige of the famous brand of the two stars, and merged the peer businesses which were on the verge of collapse. They annexed and established the companies of double star Zhongyuan company, double star Zhangjiakou company, double star Guiyang shoes company and so on.

Beginning in 1998, the Twin Star joined the original Jiaonan Huaqing tire industry Co., Ltd. to form a double star tire company. It achieved a leap from "giving people shoes" to "making shoes for cars", and found new economic growth points, forming a new pattern that the five pillar industries of shoes, clothing, tires, machinery and electric power should keep pace with each other and become bigger and stronger.

Wang Hai said that the operation of the brand is essentially a matter of capital operation, using the intangible assets of double star brand to find tangible and tangible capital, and then use tangible capital to promote the development and growth of enterprises, and promote the increase of tangible assets.

The two complement each other and promote each other.

Today's binaries have become the biggest marketing service system of China's footwear industry in 3000 chain stores across the country.

In order to speed up the gathering of funds and speed up the development, we should take advantage of the brand marketing advantages of Binxing and attract the social hot money into the ranks of chain stores of double star products. We will sell or choose to rent or reclaim large amounts of funds from the double star chain stores that we invested in in the past. On the one hand, we will continue to build stores and sell stores, realize rolling development, expand the market scale and brand influence. On the other hand, the two stars signed a fixed production agreement with some enterprises with a good production base but not strong market awareness, and injected management and production personnel to the new expansion line to seek greater advantages of brand-name products.

In the cooperation with these factories, the quality of products is the foundation and guarantee of brand operation.

For this reason, the double star summed up a complete set of quality management theory of double star, and put forward the "three" quality "big quality" viewpoint, and pointed out that the quality of the enterprise includes "product quality, work quality and service quality".

In the process of quality management, the first is to strengthen the quality control of raw materials, so as to prevent them in advance.

Designated processing plants must be purchased from fixed materials suppliers and shoe factories, and they are not allowed to purchase at random. Personnel stationed in factories should track to the scene to prevent shoddy products from affecting quality.

We have increased the inspection and control system for raw materials, semi-finished products and finished products, and established a complete processing and management system. We have strictly stipulated the quality of products, such as the color and quality of the raw materials, including the color picture, the label of the tongue and the label of the box.

The two is to cultivate the factory's moral quality.

The main factories of the order are guided by the theory of double star market, and communicate with each other on the basis of the idea of double star management. They use double star's corporate culture to educate, and use the quality management concept of "doing well the quality of products is the greatest virtue of doing good", and gradually let them improve the quality of products to the height of moral management, and turn the product quality from passive to active conscious behavior.

At the same time, strengthen the production plan management. In the production process, the double star group stationed factory quality control staff to track the whole process of order production, supervise the production and product quality, distinguish the quality shoes returned by the market, according to the order number and order number, and implement them to each processing plant and stationer, so that different measures can be taken to control and implement the responsibility, so that this year's quality shoe replacement rate has dropped significantly.

Three, we must do a good job in product development and do well in the quality of service work.

New materials with new materials, new styles, many colors, good quality and fine workmanship are being introduced. Using double weave sandwiches to help face materials, the sole is made of three DMD bottom and rubber self adhered PU bottom. This makes the facet soft and elastic, the soles are light and wear-resistant, and the insole is comfortable, breathable and deodorant, which has led the market trend.

They also set up a sample room on the Internet, and timely solicited the opinions of the agents. They not only made the agents earn money, but also promoted sales.

Borrow "chicken" to "egg", borrow cards to make money, do a good job of quality, so that double stars continue to expand the market share and influence.

For example, in March 2003, 2 double star employees in the sea set up a pair of star slippers department and signed a contract with the two star group.

In the case that the two stars did not invest a cent, the slipper department used the value of intangible assets of double star brand, borrowed social forces, developed its own market network, searched for factory orders and sold itself, realized a historical leap from zero to some sales, and exceeded the contract index.

In 2004, on the basis of the successful operation of the Ministry, the children's shoes department, men's shoes department and other departments were set up, and all contractors signed a contract with the contractor.

This "chicken" under the "eggs" and "eggs" and "chicken" approach, so that the operation of double star brand in the short term has been rapid development.

At present, there are more than 100 sets of double star processing enterprises. Only in the southern part of Wenzhou and other places, there are 15 processing plants for double star processing. Under the double star culture concept and strict management, many factories rely on double stars to take the road of development and expansion. Some international brand names plus enterprises also have good intentions for the double stars, and have been married to "double stars".

For example, in Guangdong, a shoemaking factory which has been produced for Nike also joined the double star and became a two star shoemaking factory.

The pformation of brand management to brand management has found a successful way for the two stars to adapt to the brand competition, enhance the brand level and expand the brand market advantage.

A few days ago, Gu Xiulian, vice chairman of the Standing Committee of the National People's Congress and Yuan Baohua, the former director of the National Planning Commission, and other experts and scholars from the development research center of the State Council, and dozens of people from the business community, attended the 20th Anniversary Symposium of "the double star group entering the market" in the Great Hall of the people's Republic of Beijing, and thought that the Qingdao Double Star Group entered the market for 20 years' practical experience, and the brand operation mode of the double star was of great significance for the exploration of the deepening of the reform of the state-owned enterprises under the new situation.