Jianhua Zhu: Aspire To Build A Brand Of Children's Shoes.

July 21, 2009 is a landmark day in the history of Hua Kun shoe industry in Jinjiang, Fujian province.

On this day, Hua Kun shoes industry held the first domestic new product order meeting, and signed millions of huge sums of money to the children's star Hou Gao Jun Jie to represent the children's shoes brand "Di Meng".

At present, the economy is relatively sluggish, the order will achieve good results.

It is easy to see that the Jinjiang Hua Kun shoe industry has been playing the leading role in the promotion of the brand.

Founded in 1993, Hua Kun shoes has been focusing on children's shoes industry for over ten years, and has accumulated rich experience. But why did Hua Kun shoes choose to make this year the first promotion year for Diem brand? In view of the fierce competition in children's shoes market, the brand positioning is "fashion and leisure", and how to carry out differentiated marketing. Through the interview with Jianhua Zhu, chairman of Hua Kun shoe industry, the picture of Hua Kun's shoe industry development is slowly unfolded before the author.

As a professional development and production in Fujian

Fujian Haixi has obvious advantages in developing foreign trade location. However, at the beginning of its establishment, Hua Kun footwear industry did not immediately follow the pattern of foreign trade development.

In view of the domestic market environment and the current situation of enterprises, Jianhua Zhu advocated that enterprises should test the domestic market first.

In this regard, Jianhua Zhu has his own reason: "Hua Kun shoe industry was founded at the beginning, like a new baby, although growing fast, but ultimately the foundation is thin, the body is not strong bones.

Although there is a certain profit in foreign trade, the capital chain of enterprises will be stretched for a long time. It is not convenient to operate, but it will also cause great operational pressure to the enterprises, which is not suitable for the development of Hua Kun at that time.

Under Jianhua Zhu's decision, Hua Kun shoes officially entered the national department store in 1993 and opened self operated stores in key areas throughout the country in the same year.

Through a series of efforts of the company, Hua Kun shoe industry has made great progress and has not lost itself in the market where the market is surging.

It is precisely by virtue of Jianhua Zhu's clear understanding of the strength of the enterprise that Hua Kun shoes successfully completed the primitive accumulation and development in the initial stage of the enterprise, and continuously expanded in the opportunities and challenges of the market.

"Through the steady development of the domestic market for seven years, the strength of Hua Kun shoe industry has made great progress, and the ability of team market operation has been strengthened by the market. At this time, the pformation of enterprises into a more profitable foreign trade is just as necessary.

For the first pformation of Hua Kun shoe industry in 2000, Jianhua Zhu told the author this way.

From the domestic market has achieved a prosperous situation, to the pformation of foreign trade, Jianhua Zhu turned this very thoroughly.

7 years of terminal accumulation, and more than 100 shopping malls counters were all cut off in the great reform of the Hua Kun shoe industry.

Recalling the decision at that time, Jianhua Zhu said: "at that time, the international trade situation was very good, combined with various factors, in order to benefit more of Hua Kun, finally decided to abandon the domestic market, set the company to expand the foreign trade market."

It is quite right to comment on Jianhua Zhu's original decision from now on.

Success belongs to those who concentrate on their work. Jianhua Zhu resolutely abandoned the domestic market and opened up the foreign trade market with all his energy and resources, and opened a new chapter in the development of Hua Kun shoe industry.

In view of the hot spots of the market economy in recent two years, the author inevitably discussed the financial crisis with Zhu Dong in the interview.

Before pforming into a professional export enterprise's Hua Kun shoe industry, why in the 06 years chose the famous foreign children's shoes?

Through Zhu Dong's introduction, we learned that the sports shoes produced by Hua Kun were mainly exported to Europe and America, and the monthly payment system was adopted for the old foreign customers.

Due to the failure of Jinjiang's small foreign trade enterprises, the foreign trade companies have pferred these orders to the large and medium-sized export shoes enterprises such as Hua Kun shoes. In the first quarter of this year, the volume of the Hua Kun shoe industry increased by 10%.

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But Jianhua Zhu said this is not the place worthy of praise.

Jianhua Zhu is most proud of the fact that he is in the opposite direction, and the shoe industry of Hua Kun is capable and dare to lift the banner of brand development.

In 2006, Hua Kun shoes industry was pformed again from the whole export enterprise to the development model of the domestic market with the brand of children's shoes.

In this pformation, Jianhua Zhu also plays a decisive role.

According to Hua Kun shoe industry senior personage, in 2006, Jianhua Zhu perceived the market risk of international trade with the foresight of a successful entrepreneur, and began to open up the domestic market, so as to facilitate the flexible coping with the seasonal differences and the market differences between domestic and foreign trade.

After 6 years of absence, Jianhua Zhu once again stood on the stage of the domestic shoe market.

This time, the weapon that he is riding on the battlefield is the way for the enterprise to take its own brand.

But with the development of 6 years, the domestic shoe market has changed dramatically. The terminal operation mode of Hua Kun shoe industry has obviously not adapted to the needs of the times.

Faced with the dilemma, Jianhua Zhu wisely chose a shortcut to act as a well-known foreign shoe brand "Harry Potter", to open the domestic market through a mature foreign brand, build terminal channels, and explore the market.

The three years of Hua Kun shoes agency's children shoes brand "Harry Potter" is the three year of the rapid development of the children's shoes market. "Harry Potter" has achieved good brand effect in China, and has won widespread praise from all sides.

But Jianhua Zhu did not indulge in flowers and applause. He realized that the success of acting was not a real success after all.

What Jianhua Zhu wants to do is to build an international brand.

Through the unremitting pursuit and efforts of Jianhua Zhu and the whole Hua Kun people, the "children's shoes" brand "Di Meng" was formally formed in 2008.

It is understood that "Di Meng" takes the same marketing mode as "Harry and Potter".

Newton once said, "the reason for success is standing on the shoulders of giants."

By referring to the successful marketing mode of "Harry and Potter", the "Di Meng" brand was launched in the past 08 years. With its good product appearance and stable quality, "Di Meng" has won wide acclaim from the people in the industry.

In 2008, di Meng has established a solid sales network in all regions of the country.

Jianhua Zhu believes that the outbreak of the economic crisis can better test the true strength of an enterprise.

In the face of the unfavorable economic situation at this stage, Jianhua Zhu still shows no fear, because behind him is the brand of the new children's shoes with absolute strength -- "Di Meng".

"The brand of children's shoes in China can be divided into a market and a market by differentiation. If Diego wants to rise in the brand of many children's shoes, it needs to create a differentiated brand image on the basis of technological innovation."

Jianhua Zhu said.

For this reason, Hua Kun shoe industry did not follow the traditional Jinjiang mode in product development, but made full use of the experience of foreign trade for many years, and designed a completely differentiated product for Di Meng.

Brand development path.

Jianhua Zhu introduced to the author: "on the product itself, Hua Kun shoes industry will focus on optimizing the product structure of" Di Meng ", putting the quality of products in the first place and striving to enhance the core competitiveness of the brand.

On the product packaging, through the cooperation with Hou Gao Jun Jie, a baby named "little Jay Chou", with the help of its fashion, sports image and super high popularity, Di Meng will be gradually progressively introduced.

As a result, Jianhua Zhu has opened up a brand new market plan for the 2009, and the Hua Kun shoe industry, which is under the leadership of President Mao, is also developing a new chapter in the traditional footwear industry.