The Wealth Story Of Entrepreneur Yang Jingping

It's a person who thinks of it.

While many children's products enterprises are calling for the construction of "children's life hall", Yang Jingping is already on the way.

So far, foot friends have opened more than 20 children's living centers in Fujian, Yunnan, Chongqing and Zhejiang, and their products cover most forms of children's life.

It should be said that from the wholesale start, to borrow cartoon brand fortune, to start the independent brand now, Yang Jingping made a strategic layout early.

First, the company is in its original position.

On the basis of this, it broadens the product area and goes into the field of children's products, including clothing, hats, socks, stationery and sports equipment, because "the era of single breakthrough in children's shoes market has ended, and the competition of modern children's industry has entered the competition of the comprehensive strength of enterprises. Only by building its own brand and creating comprehensive products, can enterprises upgrade and develop with the support of" children's living hall ".

The second trick is to pform the cartoon image into a brand image spokesperson for the wide range of channels already available for cartoon products, so as to shorten the road of independent brand construction with the help of the trend of cartoon.

And when the independent brand is mature, they will gradually get rid of the dependence on cartoon authorization.

"Although in the second stage of the pformation of enterprises, relying on the cartoon brand, let the friends earn the first pot of gold, but after the development of these years, the added value of the cartoon brand has become increasingly difficult, the authenticity is difficult to distinguish, plus the licensing problem of the cartoon, so that we can not let go of the huge investment in hand and foot, which forces us to find another way to break through the brand."

Yang Jingping said frankly.

What is the way to break the brand? Can we learn from the brand development characteristics of Quanzhou's traditional shoes and clothing industry? Yang Jingping has been thinking about it.

Yang Jingping launched the "double brand" strategy in the field of children's products, named "foot friend JOYOYE" and "Rio Dick LeoDica", aiming at the actual situation of each market's key customers, and the former is the main middle end market, and the latter is the high-end market.

"Although the field of children's products is still in the early stage of industrial development, there is no strong brand of children's products in China, but this is precisely the right time for us to make efforts."

Yang Jingping said.

However, the industry is not optimistic about the high-end strategy put forward by friends, and some even think it is "Arabian Nights".

They believe that consumers and buyers of children's products are not the same, plus children's physiological characteristics, to buy a pair of shoes to update very quickly, few parents will spend two hundred or three hundred yuan to buy a pair of high-end brand children's shoes.

Therefore, compared with the adult brand, the added value of children's products brand is hard to be reflected.

In this regard, Yang Jingping has his own insistence.

He believes that the added value of children's brand and adult brand should be treated differently.

So this year, they put forward the brand slogan of "health care experts".

"For example, we focus on the concept of health in the research and development of children's shoes. All of them choose support for children's bone development, and highlight the function of protecting feet.

Under this functional appeal, even if our price is higher, it will be recognized for parents who care about their children's healthy growth.

Yang Jingping said, in addition, the majority of the only children now, a family is often 6 people to buy clothes for a child, the price will not be the biggest problem.

He predicts that in the future, the brand value added to children's products with more functional appeal will even exceed the adult brand.

Solving "R & D elements"

Of course, if we want to build the leading brand of children's products in China, the most important problem is to solve the R & D elements.

Last year, Yang Jingping paid a high salary to Chinese famous designer Ye Dan and Liu Lin.

To this end, he also specially rented 700 square meters of office buildings in Guangzhou, as the company's R & D design center.

Ye Dan is the first professional original designer to be invited to join Nike in China. He served the famous sports brands such as Lining and CONVERSE. Liu Lin, as the top ten designer of Chinese costume, won many awards in the domestic design competition.

Before joining the club, many companies sent them an invitation at the same time, but Yang Jingping's salary was by no means the highest.

So how did Yang Jingping really touch them?

It turned out that in order to enhance the R & D strength and design talents, Yang Jingping spent a month in the design of Guangdong.

Without relying on headhunters or relying on the talent market, he took a shortcut to "smart". He joined the Guangdong apparel industry association as a member of the Council by introducing acquaintances.

On the platform of professional organization, he soon grasped a group of excellent designer resources.

Finally, through communication and understanding, Yang Jingping chose the right candidate.

Yang Jingping said, at that time, by chance, ye Dan was also searching for an enterprise suitable for personal growth, and Ye Dan, who had established a lot in adult shoes, was also taking the lead in taking another brand new field.

When he introduced the development ideas of his friends, he soon became interested in the field of children's products.

As a result, ye Dan quickly joined foot friend as the design director of children's shoes, while Liu Lin served as design director for children's wear.

The two top players joined in, and the design and production team of foot friend developed from 50 to more than 100 at once.

At the same time, more than 20 professional managers have been introduced into the company as a think tank, laying the foundation of talents for the pformation from traditional family businesses to modern standardized enterprises.

"With these core advantages, we have the backing to enter the leading brands in China."

Yang Jingping said that to do business is like fighting a war. If we want to win, we need to rely on our commanders alone. We also need excellent commanders and chief of staff to lead us forward.

Character impression

Difficult "Shou Ye"

On the wall of Yang's office, two words of "forge ahead" are hung high.

"This is my motto."

At the meeting, simple Yang Jingping told reporters.

Because, in his view, his father has successfully completed "entrepreneurship", and what he shoulders is a more difficult "Shou Ye". He can only lead the evergreen development of enterprises only if he keeps forging ahead.

"He hardly has a day off."

Yang Jingping's deputy chief executive Ma Feng Feng told reporters a vivid plot: once, Yang went to Shanghai to inspect the market and flew back to Nanan at 1 o'clock in the morning.

At that time, Yang was very excited and thought of several new ideas about Shanghai's development.

Then, at two o'clock in the morning, he called ma de Feng and another deputy chief to discuss with them the feasibility of Shanghai's development until dawn.

On the second day, Yang always worked as usual.

"I really have to admire his energy."

Ma Defeng said.

There are many such examples.

In Yang Jingping's words, diligence can complement one's ability.

"Especially in the current stage of rapid development of Quanzhou enterprises, if the boss does not work hard and does not advance, then how can we lead an enterprise to develop?"