Ding Junxian'S Fashion Concept

When he took over the company's power in his father's hands, he was only 26 years old. In two years' CEO power, under the leadership of the company, the company grew wider and wider on the road of difference between fashion and leisure. He was p CEO, the story of Starling shoes CEO Ding Junxian.

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"P", a unique sports cowboy style, is determined to be the leading brand of China's tide playing equipment. This highlights the fashion and trendy of the Post-80's boss.

However, in the face of the sudden cold of the market since the second half of this year, Ding Junxian has shown that he is not quite commensurate with his age.

His vision is far away: next year, the industry will continue to suffer from chaotic pains. Next year is the buffer period. In 2011, when the starlings worked hard, they arrived.

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< p > < strong > from the bottom floor, < /strong > < /p >.

< p > born in 1980, Ding Junxian is the second son of a href= "http://www.91se91.com/news/index_x.asp" > shoe industry < /a > founder Ding Qinghua.

According to the traditional Chinese concept, the eldest son is more likely to inherit and rule the family business.

However, in the Ding family of eight starlings, Ding Junxian's brother is mainly responsible for the production management inside the enterprise, while Ding Junxian is responsible for external marketing, brand development and so on, and serves as the CEO in charge of the overall situation.

"This division of labor is based on the character and expertise of our brothers.

This is not the case with many family businesses in Quanzhou, such as Anta's Ding air force and Ding Zhizhong brothers.

Ding Junxian said.

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< p > in fact, Ding Junxian had been working in the company for 7 years before becoming CEO in 2006.

Ding Junxian said that like many entrepreneurs in Southern Fujian, he did not like studying but he advocated business and business. He went into the factory after graduating from high school.

From the bottom up, this is the father's request for Ding Junxian.

"This is also the practice of our family, not because I am the son of the chairman."

Ding Junxian said, in the first year, he came to the workshop, from the most basic lathe workers, a year to rotate all kinds of work in the workshop, "the purpose is to understand how our products came out."

In the second year, he switched to the post of purchasing, where he really began to contact business and learned the basic way of running.

Two years later, he began to turn to sales.

This is the most important part of an enterprise's existence and development. Here, Ding Junxian has been working for 4 years.

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< p > "others may feel that such an arrangement is a little orderly, but in order to manage a company well, any part of it is indispensable."

Ding Junxian said.

After the sales department achieved good results, he began to participate in the overall business activities of the company.

By 2006, Ding thought that the experience of his son had been almost the same. After the division of duties between the two sons, he gradually released his power and left the operation and management of the enterprise himself.

Ding Junxian, general manager of CEO, is in charge of the starlings. He was 26 years old.

"To tell me what I have done to make my father special trust or conviction, details may be hard to tell. This should be a subtle process."

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< p > < strong > product differentiation, < /strong > < /p >

< p > in the history of starlings, the most obvious change brought by Ding Junxian is the continuous deepening of product differentiation, and then the continuous improvement of the direction of brand refinement.

In the era of Ding Qinghua, the products of the starlings are beach shoes. In the Quanzhou footwear industry dominated by sports shoes, the starlings beach shoes have many professional skills and have the reputation of "beach shoes experts".

However, beach shoes have defects in the season of sale, which are popular in summer and winter in the off-season.

Ding Junxian thinks that starlings should dig out more fist products.

At this time, the development of sports shoes industry in Quanzhou is just when the wind and water rise.

But the same industry chain matching and geopolitical proximity, Quanzhou sports shoes brand product homogenization phenomenon is serious.

The route of differentiation is Ding Junxian's choice.

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< p > in fact, before the main attack on beach shoes, Starling's starting product is board shoes, a casual style flat shoe.

More than ten years ago, one of the eight shoe sizes of the starlings sold millions of pairs.

After that, the shoes of personality are out of fashion, and the center of gravity of the starlings is pferred to beach shoes.

However, after the sovereignty, Ding Junxian thought that the board shoes did not pay attention to the movement function, its individuality fashion and the leisure style, conformed to the modern people's life style.

Ding Junxian decided to pick up board shoes and fully tap their potential.

In 2005, Ding Junxian refined the Starling brand from "beach shoes expert" to a new height, that is, "family of shoes and shoes".

The subsequent market performance also proved that Ding Junxian's choice of pformation was very successful.

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After "P > > taste from < a href=" http://www.91se91.com/news/index_x.asp "> board shoes < /a >, Ding Junxian continued to work hard in differentiating products.

Single product shoes are too single to meet the needs of terminal display, and the development of upper garment becomes the necessity of every shoe brand.

However, Ding Junxian is not eager to launch clothing products.

In his view, clothing should continue the style of the brand, and fashion and leisure style.

After a series of market groping and research, in early 2007, Starling joined hands with Korean SIOR clothing design company and pioneered the concept of sport cowboy in the industry.

Board Shoes + sports cowboy, Ding Junxian believes that this is entirely in line with the new trend of young people.

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< p > < strong > brand promotion is less than /strong > /p >

After the establishment of a complete product line, Ding Junxian started to improve the brand name of P.

"Starlings, an old brand with a history of more than 20 years, has been recognized by the market. Therefore, what I want to do is not to overthrow the past, but to give it a more precise connotation and positioning on the basis of the past."

Ding Junxian said.

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"P" product line and style, doomed to be a personalized brand.

Ding Junxian described the idea of BAGE so that BAGE=BRAVE+AGE, which means the brave new era, refers to a group of young people who dare to try, dare to be the first, and be brave to innovate.

On this basis, Ding Junxian put forward the concept of tide playing and lifestyle.

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< p > "the Starling tide playing equipment combines the aspirations of the young people towards the trend of the trend. It has unique fashion design concepts, and integrates all kinds of fashion elements into the tide playing sports equipment through natural and technological touch."

< a href= "http://www.91se91.com/pioneer/ > > Ding Junxian < /a > put forward the strategic layout of" China Tide equipment leader brand ", put forward the concluding slogan to" Board Shoes family "and" starling sports Cowboy ", and determined to make the starlings become China's tide pack leader brand.

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"P >, from the rich product line to the injection of brand connotation, channel construction has become a new challenge for Ding Junxian.

Starting from July 2007, the Starling store was officially launched.

"Now that more than a year has passed, there are nearly 1000 stores in the starlings, indicating that the market recognizes the brand," said Ding Jun Yin. "By September this year, our performance has been flat with last year's whole year, and it is expected to grow by 50% to 60% this year."

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< p > on the marketing route, the starlings also follow the personalized route of the brand.

The visual billboards and online games advertisements on the university campus have become the favorite of the starlings.

For example, PPS is currently the most popular network TV in China. During the Olympic Games this year, starlings sponsored the Olympic Games in the PPS and CCTV international.

SOCOOL is the first brand in the Asia Pacific region. In June of this year, the starlings became a strategic partner with the "SO-COOL".

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< p > < strong > character impression: Post-80's boss < /strong > /p >

< p > you have to sigh about the rise of the post-80s boss.

In Ding Junxian, there is a new generation of boss's aggressive, and there is no lack of steady quality that a successful entrepreneur should possess. It has both a keen sense of smell and a clear idea of development.

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< p > from excavating board shoes as the main products, to the new concept of "sports Cowboy" and then to the leading brand of China's tide playing equipment, Ding Junxian's pace is not fast but steady.

Quanzhou's advertising campaign, which many brands rely on to succeed, is not respected by Ding Junxian.

He believes that "advertising bombing" is a powerful medicine, but the growth of the brand should have a long time of accumulation. It needs an original business model and needs to be managed slowly.

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< p > a lot of starlings feel the biggest thing is that after Ding Junxian's sovereignty, he gradually introduced a professional management system in the enterprise, including his own responsibilities.

In the Ding Qinghua era of the starlings, "emotional management" has been used for a long time. Many employees are friends with their bosses. Sometimes, work is like helping each other with friends.

Ding Junxian believes that this is a necessary stage for every family business to develop.

But when companies grow slowly, this pattern is no longer suitable.

After the sovereignty of the new force, the old management mode was abandoned. "The internal management system of Starling is not yet mature, but it is also being perfected".

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