Interview With POOVE General Manager Chen Jinbo: Brand Positioning And Innovation Is The Key To Sustainable Development Of Enterprises.

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< p > > a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > the service industry has exploded for two or thirty years. Behind the flashy, various problems are beginning to appear.

As a labor-intensive industry, the footwear industry is losing its traditional resource advantages.

In order to adapt to the development of the market, some enterprises lacking in core competitiveness and innovation ability rush onto the brand road.

But then comes the problem of brand promotion and weakness. The past time has seen the general predicament of high inventory, low performance and profits.

After entering the 2013, after countless times of crying wolf, today's adjustment and pformation have never been so imminent.

However, the "POOVE" from the brand capital of Quanzhou has a steady performance of envy.

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< p > "in the past few decades, winning the competition is always the main theme of the development of the times. It is also an important magic weapon for the survival and development of enterprises. But we are deeply aware that brand positioning and innovation are the key to the sustainable development of enterprises."

In the face of the interview, Chen Jinbo, general manager of POOVE (China) Co., said so frankly.

There is no doubt that this awakening of one step forward has brought POOVE valuable opportunities and opportunities for growth.

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< p > < strong > brand, positioning ahead of < /strong > /p >

< p > in the early days of reform and opening up, shoe and garment enterprises ushered in the golden age of rapid development.

At that time, the focus of competition was products and prices, and the resulting price war was inevitable.

At this point, the premium space brought by the brand begins to release energy. The forerunners spend great efforts to build the brand, greatly enhance the profit margin of the product through the added value of the brand, and quickly get the first mover advantage in the industry.

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Under the background of P, many shoe and clothing brands have stepped into CCTV. The huge advertising investment has created a brilliant brand of "stars".

Chen Jinbo pointed out that the crisis behind the "licensing" lies in the fact that many enterprises lack clear and effective brand positioning and support the core competitiveness of the brand. Rush to invest heavily in advertising will inevitably lead to serious waste of resources. The short term flashy makes enterprises fall into difficulties.

Chen Jinbo further pointed out that the way of brand should be positioned first, and the essence of positioning is to open up new market segments and take the lead in entering the market, thus becoming the maker and spokesperson of category standard.

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< p > according to the introduction, in the development trend of the industry, after careful market research and full demonstration, POOVE took the lead in the "Youth" market segmentation, and continued to innovate, constantly creating exclusive products suitable for the youth group, forming the core product support for the exclusive brand of teenagers.

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< p > Chen Jinbo emphasized many times that product's R & D capability and strict control of product quality are important core competitiveness of an enterprise.

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In terms of product development, POOVE has continuously increased investment and enhanced product development capability by strengthening team building. On the other hand, it has enhanced its ability to control fashion trends by continuously enhancing communication and cooperation with R & D institutions at home and abroad. P

In 2012, even under the active lead of the relevant ministries and commissions of the country, POOVE's "national youth sports equipment research and development base" and the "national youth sports equipment color research and development base" were upgraded to "National Youth exclusive product research and development base" and "National Youth specialized product color research and development base".

Analysis of the industry, this move means that POOVE in the exclusive category of young people in this segment of the market, has an absolute voice of the industry.

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< p > in addition, POOVE a target= "_blank" href= "http://www.91se91.com/" > clothing /a > business center and leather shoes R & D center has been mature through years of construction. Leisure teenagers "a target=" _blank "href=" _blank "> clothing," leather shoes "," cloth shoes "category of R & D, making products richer, product style more casual fashion.

The exclusive version, fabric, color and technology of young people are gradually forming.

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Less than P, in the eyes of industry and consumers, POOVE's strict control over product quality is far from enough.

There is an interesting story circulating in the industry.

A fellow boss visits consumers in the store when he visits the market.

He asked the children, "what brand do you want to buy?" the other replied, as long as it's not POOVE's.

Amazed, he asked why.

The reason makes him laugh and cry: POOVE's shoes are not bad to wear, but it's not easy to change new shoes.

This shows that the quality and stability of POOVE products to what extent.

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For more than a year, POOVE has made efforts to upgrade the quality of its exclusive products by optimizing the operation process and strengthening the control of product quality and improving the quality of products in addition to the hard work of P.

In recent years, POOVE has successively reached strategic partnership with Dow Chemical (the world's largest antimicrobial provider) and Rudolf (global leading a target= "_blank" href= "http://www.91se91.com/" > textile /a expert), and has introduced the world's leading silver antibacterial and moisture absorption and perspiration technologies, aiming to provide the best exclusive products for young people.

This undoubtedly makes POOVE's product power the industry leader.

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At the same time, POOVE has been using the height and strong communication of CCTV platform to continuously enhance the popularity and reputation of POOVE brand, and actively integrate all kinds of new media resources of P to carry out three-dimensional marketing communication.

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< p > < strong > keep pace with the times and build a service-oriented organization < /strong > /p >

While P continues to consolidate and enhance product strength, POOVE also realizes that service is also an important part of brand core competitiveness.

Chen Jinbo pointed out that at present, the blind expansion of some brand terminal channels leads to poor service capabilities, which eventually results in poor store sales and the consequences of high inventory.

This has a major impact on the operation of enterprises.

It is precisely when we perceive the arrival of the service economy era, we respond quickly, take the initiative to pform and create service oriented organizations, and comprehensively enhance POOVE's marketing and service capabilities.

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< p > in recent years, POOVE has made frequent moves in the marketing service level, and the company's operation capability has been further enhanced.

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< p > Chen Jinbo introduced that in order to better improve the overall service ability of the company, POOVE actively promoted the construction of learning organization and established POOVE business school.

The complete training organization system enables enterprises to learn and grow rapidly from all departments, regional agents and marketing outlets.

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At the same time, POOVE also launched a series of terminal supervision training in P.

In view of terminal construction, we will enhance the display professional knowledge, display practice training, supervision and management practice, store operation analysis, terminal image promotion, planning and planing.

Chen Jinbo said that the maturity of supervision links, on the one hand, has greatly enhanced the terminal sales force, and on the other hand, it has strengthened the control ability of the head office to market information.

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While P is accelerating the pformation of enterprises, it is necessary for business partners to grow together. It is in this concept that POOVE is becoming more and more meticulous in its marketing services, and continues to be systematic and strategic.

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"P >" in June 2013, POOVE successfully held a training meeting for the operation management of the "fusion royal road" agent company. The training will be carried out from four aspects, namely, the management ideology, how to establish the organizational structure of the POOVE branch, the introduction of the functions of the major organizations and how to guarantee the effective operation of the functional departments. This will effectively promote the establishment of a fine scientific management system by POOVE.

Chen Jinbo said, strongly shaping the company's operation and management system, and comprehensively enhance the overall operation level of the branch company is the focus of POOVE's work in 2013.

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< p > at present, POOVE's nationwide roving training has been successfully concluded.

"The next terminal training will be further systematized, with in-depth teaching in the field, systematic and scientific training, so that terminal marketing capabilities will rise to a new historical level."

Chen Jinbo told many details about the implementation of POOVE's service management strategy.

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< p > < strong > epilogue: < /strong > < /p >

< p > "wave of the sand, showing the true colors of heroes."

According to the analysis of the industry, POOVE's successful operation mode has provided inspiration to all other brands in the industry: clear and unique brand positioning strategy and always focus on innovation will make the brand stand up in the market.

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< p > POOVE has long focused on the market segments of "exclusive products for young people". It has firmly occupied the minds of consumers with clear and powerful positioning, and has become synonymous with categories.

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At the same time, POOVE has been committed to pioneering and innovating in product development, leading the trend of fashion. Its leading product strength is the solid foundation for the promotion of brand value. P

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< p > POOVE's success is not without reason! < /p >