Jinjiang Shoe Enterprises Boss Brings Entrepreneurs Thinking

< p > 1991, the current Anta Group Chairman Ding Hemu founded the < a href= "http://www.91se91.com/news/index_x.asp" > Anta < /a > shoe factory was established.

At this time, Anta is just an ordinary family factory. Its junior high school graduate Ding Zhizhong, the current president of Anta group, has been working in Beijing for four years.

Because of lack of technology and materials, it can not be based on the domestic market. Instead of being a OEM agent for multinational companies, Anta is not a top student at that time.

Then, since 1997, Anta suddenly made efforts to become an example for local enterprises by importing VI. First, step by step, now Anta has become the local pioneer force, which is directly against the leading domestic leader Lining and the international sports shoe giant. The turnover in 2008 has reached 4 billion 630 million yuan! < /p >

< p > < strong > the same story also appears in other fields < /strong > < /p >.

< p > 1993, a local villager named Chen Tian award was founded in Yakai village of Luoshan Town, Jinjiang.

Although only the secondary school education level, Chen seems to have a natural and extraordinary ability to do business and keep pace with the times.

In 1996, he made the first pot of gold and did not stop. Instead, he put all his money into research and development to establish his own R & D capability and laboratory.

In 2002, it collaborate with the German company a href= "http://www.91se91.com/news/index_x.asp" > technology < /a >, and introduces foreign production equipment and testing equipment.

At the same time, it is bold and enterprising in marketing. In 2003, with the famous film and TV star Xun Zhou, yak V9 was born in the world. Single product marketing has reached 300 million yuan a year, becoming a marketing legend. Then the yako competition has been working with top stars S.H.E and TWINS to stir up a small candy industry.

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< p > strong > celebrity endorsement seems to be a marketing strategy favored by Jinjiang people < /strong > /p >

Wang Liangxing, the only man in the P, is a junior high school student. He earned 0.8 yuan a day from a welder and accumulated 10 thousand yuan in hard labor. He bought several sewing machines in 1987, hired 7 workers, and entered the clothing industry in the old house.

After several ups and downs, in 2001, aiming at the domestic commercial leisure positioning gap, and combining with the star endorsement strategy, successfully created a new category of suits, sales rose straight, and 3 times more than 10 times, quickly became the first brand of business casual men's clothing in China.

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< p > Jinjiang people's < a href= > http://www.91se91.com/news/index_x.asp > > Enterprise < /a > and educational background has nothing to do with the educational background. The first choice of career is far away: 31st degree, which is Ding Jiantong who originally borrowed from farming and fishing to earn 2000 yuan from her friends and family to start her own workshop. After 25 years, the family value of the family jumped to 4 billion yuan; Xu Jingnan, the founder of another sports shoes force in Jinjiang, also graduated from high school, and graduated from a high school. He was a a, and he was forced to come out of the brand.

Ding Shuibo, President of XTEP, was only 17 years old when he started his own business. He didn't finish reading in junior high school. In 1987, he only had 500 yuan in his pocket. He made a first shoemaking workbench from a nearby mountain to make his own way with the two sworn brothers.

In Jinjiang, there are numerous examples of similar entrepreneurship.

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< p > according to a survey conducted by China Youth Daily and Jinjiang Youth Chamber of Commerce, Jinjiang's young entrepreneurs' cultural level is generally not high.

In the survey, 36.4% of the entrepreneurs in junior high school culture and 43.2% of senior high school culture accounted for 20.4% of college graduates.

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< p > however, those who do not have "culture" represent the pioneering force of Chinese Enterprises: the marketing of brand value as the core, in the hands of the group of Jinjiang people who are still crude, holding their golf clubs still in the rough hands, but they are born with the most dynamic and personalized brand clusters in China, which is enough to make many "experts" who are not worthy of the reputation brand to stare.

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< p > Anta from "I choose I like" to the current focus of "ordinary people with extraordinary dreams" shows that their brand management concept has reached another realm of thought; the business casual suits of Li Lang are in the same words, creating a new category of unique consumer groups, accurate cards; 360 degrees, PEAK and Hongxing Erke take the professional line (playing badminton, basketball and tennis professional sporting goods business), and attack the brand positioning strategy with one side and the other side; XTEP is now positioning in the fashion movement, though it is intersecting with other brands, but its core concept is fashionable and has the correct consideration of its differentiated marketing.

There are various signs that these enterprisers who are eager to learn and love have quickly introduced VI, star + CCTV + scale advertising bombing, and marketing channel construction stage with exclusive stores as the core in the late 90s of last century, and pferred to the new marketing realm with the core values of the brand and the value of Jinjiang.

This is an important milestone in the dramatic changes that took place in Jinjiang in recent years.

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< p > people originally thought that according to the experience of many enterprises in Guangdong and other places, this process could only be completed after the successor of the second generation or even third generation enterprises came to power. Besides, according to the theory of international industrial division of labor, China has just completed the process of upgrading from a big processing power to a big manufacturing country. It is almost impossible to upgrade to a big marketing country or a big brand country. So many international experts now point out that Chinese enterprises should not acquire international brands, but should also acquire resources, channels and technologies.

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< p > this stems from the openness and strong self-organization and organizational learning ability of Jinjiang entrepreneurs.

According to the author's observation, in the process of running enterprises, they show strong desire for technical talents (in their eyes, including marketing brand management personnel) and professional service organizations. They are willing to dig for marketing talents with hundreds of thousands of annual salaries, learn from the business community, learn from the world's competitors, learn from the best enterprises, consult with the top experts, and turn professional matters to professional institutions to win cooperation.

Five years ago, the collective impulse phenomenon of local enterprises with three axe (stars, CCTV, advertising) hit the world and raised the concern that "how far can Jinjiang enterprises go?"

"We didn't feel safe one day.

Because foreign counterparts have been developing for more than 100 years, they have gone through many big crises, frustrations, wars and uncertainties.

We fail to learn the lessons of failure, nor have we succeeded in accumulating experience, so the most painful thing we have is to cross over the past 100 years.

This is yako's boss Chen Tian prize, which he said to the author at that time.

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< p > this is a constantly growing force from the people. Their cultural level is not high, but they dare to fight, love to fight, imitate each other, catch up with each other, even learn to compete with each other and compete with the best benchmarks. Although they are not very successful, they have never ceased to be aware of the crisis. They never slacken their enthusiasm and have no passion. They are confident, courageous, courageous, and have a natural brain in business, but at the same time they are open-minded and have strategic vision and determination for the future of the enterprise.

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< p > don't underestimate the strength of Jinjiang, they may get the resource monopoly enterprises of China's prefix and become the top guests of the Fortune 500. That's when the Chinese enterprises really match the pnational giants.

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< p > do you really have that day? You may question this good wish, but please don't forget that Mr. Li Jiacheng, the richest Chinese nowadays, has only junior high school culture. Wang Yongqing, the God of Taiwan's business, has dropped out of school at the age of 15! < /p >