Create A New "Territory" Of Korean Sports.

2006 signing Star: Ahn Chil Hyun's Secret: the main Korean style business association, September 9th, September 10th, BOSCH bird will convene the "fashion, new and endless" theme for the 2009 spring summer new product distribution and order meeting. The reporter who has been eager to enjoy the eyes ahead of time has already got a publicity album. All kinds of fashionable shoes with bold colors and strong South Korean flavor are indeed very bright, especially the new clothing series of 2009 spring and summer. This reminds reporters of BOSCH's general manager Ding Shaoqing's repeated remarks: "BOSCH bird (style)" is not (temporary) Korean version, Korean wave, but Korean style. Brand name card: BOSCH bird: BOSCH (Fujian) Sporting Goods Co., Ltd.'s brand name market performance: annual sales shoes about 3500000 pairs of time:

This is his unique interpretation of BOSCH bird sports brand.

To seize the middle and low end of the Korean shoes market, the BOSCH bird before 2006, like many foreign shoe enterprises hidden in the streets and streets of Chen Dai and unknown to the world, repeatedly did the work of placing orders, OEM, processing, and finally delivering a pair of shoes to the customers. Even the owner of BOSCH bird Ding did not think that BOSCH bird would undergo earthshaking changes thereafter.

All this has come from BOSCH bird's entry into the domestic market. Due to the rising production costs, the increasing export barrier and the increasing exchange rate of foreign exchange, BOSCH bird decided to open up the domestic market in March 2006.

"After more than a year of development, we have established a certain scale marketing network in most of the provinces in the country."

Ding Shaoqing said frankly, but the problem of product positioning restricted the development of BOSCH bird at that time.

Therefore, finding the right location for its brand, especially looking for a differentiated market, has become the first important event of BOSCH bird in 2007.

Ding Shaoqing, a young boss, has sniffed out some business opportunities in recent years, which is popular among young people and Jay Chou's hip-hop style. In addition, he had already touched Korean shoes when he was doing foreign trade processing. This gave Ding Shaoqing a bold idea in his mind. Can he focus on the development and production of Korean shoes?

"At that time, there were quite a lot of enterprises producing Korean shoes in Jinjiang, but there were few enterprises specializing in producing Korean shoes."

Ding Shaoqing told reporters, "at the same time, in the survey of some cities, we found that Korean shoes are very popular with young people who pursue individuality. The high-end brands of Korean shoes even sell better than NIKE, ADIDAS and other international brands, such as the first brand of Korean Caports (sportswear sportswear), EXR sports shoes and so on, while the middle and low end market of Korean shoes is still a blank."

Finally, after careful analysis of the market, BOSCH bird finally decided to seize the middle and low end market of the Korean version of shoes, and then gradually expand to the high-end series, aiming at the 17-25 year old personality youth. "This is also the initial" embryonic form "of BOSCH bird positioning.

Ding Shaoqing recalls.

Ahn Chil Hyun signed a Korean star to identify the product positioning. In order to promote her brand, BOSCH bird began to look for an ambassador with the product positioning.

At this time, a Korean star Ahn Chil Hyun, who swept China like the Korean wave, attracted the attention of BOSCH bird. His young, fashionable and personalized sculpt, consistent with the location of BOSCH bird, from image to temperament, plus Ahn Chil Hyun's influence in the Chinese market, BOSCH bird began to agree with him.

In July 29, 2007, BOSCH signed an official signing with Ahn Chil Hyun, the Korean pop star, and hired him as the ambassador of the BOSCH bird brand. This marks a substantial step in BOSCH's first important event.

The BOSCH bird Korean shoes, which are approaching the end of the year, already have more than 30 dealers in the whole country, and more than 1000 outlets have achieved very good results.

To learn from Korea regularly, however, the success of the "test water" of the Korean version of shoes has brought Ding Shaoqing not only the joy of "small test knife", but also the reflection of BOSCH bird positioning.

Originally, what worries Ding Shaoqing is that the Korean wave and the Japanese trend that had been blown up in Jinjiang several years ago. Among them, the Japanese "MIZUNO" brand is hot, but with the increase of the following enterprises, the products are almost identical. This style of running shoes has nearly disappeared in Jinjiang.

"Homogenization - differentiation - homogenization."

Ding Shaoqing described the pursuit of the Jinjiang sports brand in this way. If only by Korean wave and Han Chao, it has won some progress in a certain period. It can not find a lasting style for its products, but blindly follow the trend.

So, Ding Shaoqing has such a firm idea in mind. "Our products should focus on Korean style. This is not just a Korean version of Korean fur and Korean wave. We must strive to make BOSCH bird the spokesman for the Korean shoes in the field of domestic sports shoes.

In order to ensure the Korean style of the BOSCH bird, he was determined to lead the design team to travel to Korea.

"Korea is a popular element distributing center. Our designers can communicate with local designers about color matching, edition style design and fashion fabric trends."

After returning home, Ding Shaoqing plans to organize a design team to learn and communicate with each other in Korea every year.

Soon after that, in order to set up the clothing department, Ding Shaoqing once again led the design team to Korea.

From the beginning of the establishment of the clothing department in March, one of the things Ding Shaoqing often did was to work with designers to study and discuss. He had already stacked all kinds of Korean clothes and trousers on the desk of his office. He told reporters that he hoped to give Korean style elements to BOSCH bird's Sportswear shoes, and put the Korean style BOSCH bird fashion sportswear series to the market in the spring and summer ordering meeting in 2009.

Dialogue: Jinjiang Economic Daily: you have always stressed that "Korean version, Korean wave" and Korean style are very different. Can you talk about your opinion?

Ding Shaoqing: some people think that this is written in words, but I personally believe that the Korean version and the Korean wave have certain limitations to describe the trend and the trend is more appropriate. Compared with the former two, Korean style is the keynote for brand and represents continuity.

Jinjiang Economic Daily: next, how will you ensure the continuity of Korean style on BOSCH bird?

Ding Shaoqing: in addition to the "Korean style" of the quality of the products, we will learn from the advanced Korean idea and marketing mode in marketing mode and promotion. We hope to find some ways of differentiating the marketing mode, and on the promotion side, we will focus on some competitions, unique activities and network reputation.