Interview With Ma Boyi, General Manager Of Xiamen Cile Music

The Olympic Games came to a close“ Mix and match style ”"The event of changing clothes" has faded out of people's sight. Can Chinese clothing brands get along well after catching the glory of the Olympic Games? It has become a subject for post Olympic economists to think about. Fashion Weekly will continue to interpret the Chinese brands that are going to the London Olympic Games for you, and provide reference for you who want to make a big show in the next Olympic cycle.

From the past Olympic Games, many brands have become sponsors of the Olympic Games. With the help of the Olympic Games, brand awareness has expanded rapidly, and enterprises have achieved great gains in a short period of time. Taking the 2008 Beijing Olympic Games as an example, Chinese major brands ushered in their own spring, and their sales generally increased significantly that year. For example, Li Ning, whose revenue growth rate reached 54% in 2008, became the fastest growth year after listing.

As a native Chinese Casual shoes Brand, for many years, seems to be on the edge of high-end and first-line brands. This time, as a supplier of leather goods dedicated to the Chinese sports delegation at the 2012 London Olympic Games, can such a dazzling golden marketing strategy make a significant contribution to the brand promotion of Cile Music and the future development of the enterprise?

Reporter: It is reported that in 2009, Cele Shoes has officially signed a contract with the Chinese Olympic Committee to become the exclusive supplier of leather products for the Chinese delegation to the London Olympic Games. What conditions need to be met for cooperation with international events such as the Olympic Games? What are the details of this cooperation?

　　 Ma Boyi When choosing a brand, the Olympic Committee should choose a leading brand in the industry. The brand should have its own understanding of the Olympic spirit, and the brand should have its own unique design style. As a leading brand in the domestic leisure shoe industry, Chee Le became a supplier of leather goods dedicated to the Chinese sports delegation at the 2012 London Olympic Games, which was highly recognized by the Chinese Olympic Committee and consumers.

As a leather goods supplier of the Chinese Olympic Committee from 2009 to 2012, Cheele has been implementing the Olympic brand strategy since 2010. With its good quality and design philosophy, Cheele has served the Chinese sports delegations in major world events for many times. So far, Cheele has provided special leather shoes for the 2010 Singapore Youth Olympic Games, the 16th Guangzhou Summer Asian Games in 2010, the 7th Winter Asian Games in 2011 and the London Olympic Games in 2012.

Reporter: The Olympic Games is not only a competition between athletes from all over the world, but also a competition between major brands. Cheese music should be prepared. What are the Olympic marketing strategies and tactics this time?

Ma Boyi: Three years ago, when Cheese Music officially signed the contract as the exclusive supplier of leather products for the Chinese delegation of the London Olympic Games, Xie Dan, the general manager, said about the next transformation of Cheese Music: "Cheese Music will shift from market expansion to brand expansion." Our choice of cooperation with the Olympic Committee is a good opportunity to expand more sales channels, At the same time, it also allows our brands and products to reach a wider range of more representative consumers, including those elite sports lovers.

As an important part of Olympic marketing, and in response to the slogan of "inspiring a generation" of the London Olympic Games and advocating the national Olympic Games, Cheerful Shoes has launched a large-scale exhibition tour of "scientific walking and Cheerful all the way" in major first tier cities in China in May this year. In addition to the presence of the Olympic champions, we also exhibited the commemorative edition leather shoes for the Games of Cheese, as well as the corresponding leather accessories such as bags, belts and wallets for the commemorative edition of the Games of Cheese, and invited experts from the China Leather and Footwear Industry Research Institute to take a seat, in order to give back to the "fans of Cheese" who are keen on the brand, At least 2000 pairs of shoes will be given away at each stop of Cile, so that consumers can feel the good quality of Cile products again. Through such live activities, we want to pass on the spiritual values of champion athletes to consumers. More affordable and intimate contact opportunities with Olympic champions will be left for consumers to enter the event site to experience.

Reporter: What is the current market positioning and style of Cile Music? How about the sales in the domestic market? What is the market share?

Ma Boyi: Ciyue products are positioned at the white-collar class, and the style is positioned at the two styles of business and leisure. The life category of Cile brand series products is in line with the latest international fashion trends and manufacturing processes from the three levels of leisure, fashion and vitality, integrating Chinese characteristics, and emphasizing nature and comfort.

At present, there are more than 400 terminal retail outlets in the core business circles of China's first tier cities, but there are still blank markets in Yunnan, Guangdong, Guizhou and Jiangxi provinces. Next, our marketing strategy is to sink the brand, expand to the second and third tier markets with the help of the brand influence in the first tier market, and occupy the blank market as soon as possible.

Reporter: Is it considered to expand overseas markets for the London Olympic Games?

Ma Boyi: At present, Cile Music still focuses on the middle and high-end markets in the first and second tier cities in China. Next, it will fully tap the domestic market resources and gradually expand the international market.

According to rough statistics, the per capita possession of leisure shoes in China is 1.1 pairs, 7.3 pairs in the United States, and more than 4 pairs in South Korea and Japan. Therefore, China's leisure shoes market has a large space.

At present, the overall environment of the whole industry is in a downturn. In the first half of this year, the statistics of domestic shopping malls showed that casual shoes in the entire business sector declined by nearly 20%, and the purchasing power of people became low. However, we think this is an opportunity. This year, we are going against the current. At present, we have made a lot of investment, such as the R&D building under construction. We will further increase our investment in product R&D and promotion, and expand the second and third tier markets. Cile has 9 offices in Beijing, Changchun, Shenyang, Xi'an, Dudu, Suzhou, Shanghai, Annex, Xiamen and Jinan, accounting for 2/3 of its business contribution. In the future, the direct sales area will rely on the direct sales team to expand the second and third tier markets, and the customers will expand the blank market in the form of provincial representatives.

Reporter: What are the characteristics of the Olympic shoes designed and made by Ciyue for the Chinese Olympic Committee?

Ma Boyi: Among the products sponsored by Cheerful, there are white shoes for athletes' etiquette entrance and formal shoes (black) for other formal occasions. A total of three styles are customized according to athletes' foot size, sports intensity and personal comfort. The design of these three shoes highlights the grand, practical and casual temperament of the shoes. It is handmade from superior cowhide, taking full account of London's warm climate, and especially enhancing the permeability of the leather. In addition, taking into account the special foot structure of athletes and the extra long standing waiting period before entering the stadium, special treatment was carried out on the dimensions of shoes and the softness of soles to improve wearing comfort and reflect the brand proposition of "free and comfortable experience" advocated by Cile brand.

Reporter: What is the role of the ride to the Olympic Games in promoting corporate culture?

Ma Boyi.

In the corporate culture of Cheese Music, responsibility is the first. In the process of cooperation with the Olympic Committee, we have repeatedly communicated in terms of research, development and design, and kept improving in production technology, which is a kind of self-improvement for Cheese Music and also a manifestation of social responsibility. It is the value of our management team and Chairman Cai Yiping's unremitting pursuit of this brand for 17 years to build this brand into a leading brand in China's casual shoes. Cile has always pursued innovation. We have absorbed advanced foreign ideas in product design and cooperated with Italian design studios. At present, we are cooperating with factories in Italy and Spain to develop new products. Ciyue hopes to start from itself and realize "creation in China".