He Jinchang Wins In Seventeen Years: Defensive Marketing Creates Leader Brand

< p > China's first internal increase a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > patent was approved in March 19, 1996. The first pair of men's inside shoes is also the product of "Jinchang," which is the endorsement of Founder's name.

It is said that the career of Mr. He Jindao, also known as He Jinchang, is driven by competitors and counterfeiters. You may feel exaggerated, but you always worry that your products will be surpassed. The quality and research and development of the first brand team over the years are indeed portrayal of the working status of Mr. He Jinchang's first brand team over the years.

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"P > 17 years of ups and downs, what Jinchang focuses on the production of high shoe inside, from an unknown small factory to the largest domestic and global high-end a href=" http://www.91se91.com/news/index_x.asp "> high shoes < /a > largest manufacturer.

During the period, the number of counterfeiters and competitive brands, such as the so-called strong start and the advertising bombing, no longer exist, and He Jinchang seldom seems to rush to the waves in marketing. However, after washing all the products, except for a few low-grade goods that sell at a loss, the higher grade shoes can be rated as high-end products of the brand, leaving only the original and most persistent "Ho Jinchang".

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What is the secret of He Jinchang's success? < p > with this question, I consulted Mr. He Jindao, the founder of the brand, and for the first time came into contact with a brand-new marketing concept -- defensive marketing.

The author sums up this with readers.

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< p > < strong > 1. Defensive marketing mentality: grasping production and developing R & D, first, undefeated and then seeking development < /strong > < /p >

< p > martial arts common saying is offensive and defensive, but in fact, the importance of guarding is even greater than that of attack.

Your business can lose opportunities, but you can never lose your life.

Rashly attack is not the best defense, but also the steady progress in the defensive. This is actually the fundamental idea of He Jinchang in the past 17 years.

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< p > this explains why He Jinchang, the first crab to eat, has never ventured in publicity.

Just like the winner of a long-distance race is not always leading the way, doing marketing does not need to be concerned with short term limelight. It should pay more attention and funds to the research and development of the style and the quality improvement, and ensure the continuous progress of the products. In order to remain invincible, He Jinchang's development director has gone the most in the past years in Italy and France, and even some styles have simply commissioned the design team of the world's top luxury brands to complete the design, which is actually one of He Jinchang's biggest marketing expenses.

And the production of advanced equipment, hiring senior manual technicians, purchasing imported leather materials, and other aspects, He Jinchang never spared cost! Only absolute control of production, can the absolute control of quality, this is He Jinchang for many years to locate himself is the production of "factory" rather than "business" original cause.

This contrasts sharply with the fact that some short-lived brands only have the reputation and sales, regardless of reputation and customer training.

Reasonably controlling the cost of sales and investing in product research and development, enabling customers to keep He Jinchang in an invincible position in the past 17 years, this move seems to be low-key but keeps the company growing fast and steadily every year! < /p >

< p > < strong > two, defensive marketing: the quality of products is positive energy, reputation and loyalty are very important. < /strong > < /p >

< p > men's shoes are still characteristic products.

Although there are many tall people who are used for their upright posture, more customers are specific functional needs.

These people have strong spending power, high turnover rate, product experience and consumer behavior.

This can be reflected from the high price and the repeat consumption rate of He Jinchang's direct store.

He Jinchang's store, as long as it has been open for a year, seldom sells twice as much. It is easy to remember, and no one wants to be short!

Relying on the huge consumption of the old customer groups, He Jinchang is no longer a shoe factory, but a fixed customer who promotes the image and height. They have formed a stable symbiotic relationship with their customers.

Repeat customers and word of mouth have become the marketing tool that other high shoe envy but can not achieve. It can be said that this is the highest level of brand loyalty.

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< p > strong > three, defensive marketing must kill skills: excessive publicity is becoming more and more popular, and quality is inherited by luxury. < /strong > < /p >

< p > but in fact, the marketing circles in China tend to emphasize the practice and ignore the way, leading to the overall impetuous behavior.

The cost of the mass media has been higher and higher by the deformity. Some people lament that in addition to the need for advertising monopoly enterprises to play the game with ulterior motives, it is hard for the entity manufacturing industry to keep up with the pace of improving the brand awareness.

After leaving the propaganda, some of the marketers who used to pursue advertising in the sky and underground channels began to go to over marketing to increase their exposure rate without any need, but without support, they often died in the darkness before dawn.

According to He Zong, brand is the promise of quality and service, and it is better to do well than to say well.

From the entity to start marketing business, the most taboo aggressive, if your product is not good, publicity or channel, the more the promotion of large area is tantamount to telling others: "look at it, my product is not good-looking! Come and buy it, my quality is not passed."

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< p > in contrast, some brands are obviously new to the market, but they claim to have many years of history. They want to invite a superstar to endorse a director's film and so on.

First of all, its authenticity can not withstand scrutiny. Jokingly, such a well-known director is only our railway ministry can afford the price (now the Ministry of Railways has been cancelled). If the cost is apportioned to < a href= "http://www.91se91.com/news/index_x.asp" shoes "< /a >, how can there be any cost to do research and development? Not only does it have no money to do research and development, but the fact is that in addition to He Jinchang, there is not even a professional factory on the scale, but most of the products are manufactured by some ordinary shoe factories.

You should know that the technological process and quality specification of the inside heightened shoes are completely different from those of ordinary shoes.

Especially for hand made high-end leather shoes, unprofessionality also means unstable quality and no warranty after sale. What about customer loyalty of products produced? < /p >

In short, He Jinchang's nirvana is, in the final analysis, a sentence on his shoe box over the years - quality, comfort, and we do better. In the past two years, "well done" has even failed to accurately convey He Jinchang's pursuit of perfection.

The high-end custom brand under ho Jin Chang's banner is learning from the luxurious inheritance of GUCCI and other top international brands. The goal is to create a brand new brand of heightening shoes. < /p >

< p > < strong > four and He Jinchang's point of view: brand is the guarantee of quality and fashion authority should be operated with "heart"! < /strong > /p >

< p > brand is not only due to the popularity of advertising, nor can it be limited to reputation without benefit, nor is it the short loyalty of customers obtained by opportunistic devices.

Brand is the guarantee of quality. If you have good products that are endless, you will be qualified to ensure that you can get word of mouth and get long-term recognition from consumers.

Judging from this standard, in China, there are not many products that are truly brand names.

I want to make He Jinchang's shoes become a fashionable commodity that can withstand years of precipitation. Because people are buying more than just a few centimeters of height that they seem to be looking for, but they are looking for a sense of superiority. Shoes will bring you glory and comfort, but not shame! /p

< p > into He Jinchang's orderly factory, seeing the dazzling board rooms, and knowing the strategy of He Jinchang's thick and steady marketing, the author also seemed to understand how the defensive marketing created this category leader.

Just how Mr. He Jinchang's motto "borrow things to temper his heart", his original brand of the first brand of inner shoes is built on the solid heart of keeping good products! < /p > "Jinchang".