Baoda Is Determined To Be The Converse Of China

There is a fish tank in which there are a group of small fish. In order to compete for the first place, everyone is swimming to the left. Such a scene in the fish tank is particularly attractive: only one fish turns its head and swims to the right. So the small fish swimming to the right suddenly is not the first one? Baoda, who wants to make high-end vulcanized shoes, is the champion fish swimming to the right. on the left is the mass comprehensive sports goods market filled with conventional gunpowder, and on the right is the "blue ocean" of high-end vulcanized shoes with cold on top. Baoda, with a sharp sword, is ready to attack the city in the blue sea. "converse + Levis = Baoda fashion chain" has a beautiful prospect, and the lifestyle of vulcanized shoes + jeans has gradually spread. Baoda, which is determined to build China's high-end vulcanized shoes, boldly puts forward the idea of cross industry cooperation to make Baoda the best partner of jeans. although Baoda is just on its way, the future development space is expected. "Baoda is in a race with bolt, and I'm the only one behind. Even if I'm a lot behind, I'll be the second in the world. This is our differentiated development strategy. " Speaking of marching into high-end vulcanized shoes, Ding Jiaqing, the managing director of jianta (Fujian) Shoes Co., Ltd., will explain the reason to you with such an interesting image metaphor. in this metaphor, bolt refers to converse, the ancestor of vulcanized shoes. This international brand has been galloping in the vulcanized shoe market for a century, and converse + Levis has become a well recognized match for the world fashion trend. Although there are converse vulcanized shoes in the world, the domestic vulcanized shoes brands are still in the low-end blind area, and the high-end vulcanized shoes market is a cold side door. "We want to be China's converse" is Ding Jiaqing's ambition, "international converse, domestic Baoda". The vulcanized shoes market is just not developed in China. In Europe and the United States, vulcanized shoes are the symbol of fashion, with leisure and comfortable feeling. The price of each pair is more than 50 euro. Especially in recent years, with the sweeping trend of retro fashion, vulcanized shoes forgotten more than a decade ago also have a trend of recovery As the saying goes, everything is difficult at the beginning, and every other line is like a mountain. It's a good start to find out that "blue ocean" skillfully avoids the competition of price red sea. But after all, what Baoda is facing is a new field "not deeply involved". How to ensure the solution of the following difficult problems in product development, design and production, "high starting point, high standard, high platform diving" -- Ding Jiaqing has set such a standard for his "shoe making project". at first, it spent a lot of money on 70 mu of land under Huinan circle as Baoda Industrial Park, and two production teams were dug from Baoyuan and Wanbang in Guangzhou to be responsible for development and production. It is understood that Taiwan Baoyuan is the mainland factory of world brand, specially responsible for the production and processing of Nike and Adidas. "The shoemaking industry in Jinjiang has developed for more than 20 years. Now, we can't gradually accumulate footprints from the crowded family workshops like Anta and Tebu did. We can only follow the principle of high platform diving and realize the leap from building to shoe making with good market, good technology and good platform." In terms of fashion + converse, there is no doubt that Li Baowei and converse can not cooperate with each other in the form of cross-border cooperation? Cross border cooperation and cross industry alliance are not new practices. Apple Computer and Nike have jointly launched MP3 which is suitable for listening to songs when running. BMW and Puma also cooperate to launch clothes in this way, Baoda has built up a brand of jeans in the terminal design blueprint. Through the integration of business forms, Baoda has sorted out the subconscious collocation of consumers' "jeans + vulcanized shoes" in their daily life, and has become a Baoda fashion chain. It is expected that by the end of this year, Baoda will open its first Baoda fashion chain in Quanzhou. alliance with jeans, shoes do not grab pants, pants do not grab shoes, through mutual channel penetration, not only can bring the fission of terminal network, accelerate the penetration of network, but also try to pass on the fashion lifestyle of jeans + vulcanized shoes imperceptibly. after joining the jeans brand, 60% of vulcanized shoes, 20% of board shoes and 20% of jeans will be displayed in the commodity structure planning of Baoda fashion chain. "We want to integrate the fashion of other brands, so as to maintain the fashion of other brands." "non sports line" in the star advertisements that can be seen everywhere in Jinjiang, it is hard to avoid people's visual aesthetic fatigue. All of a sudden, there is a row of legs with various pose, which is particularly eye-catching. There is no star's big head picture, only the close-up performance of jeans and vulcanized shoes in the lower body. The repeated appearance of similar elements has brought strong visual impact to people. This is Baoda's alternative advertisement. Deputy general manager Shi Chunming once pointed to an advertisement picture and joked, "those legs are mine!" Baoda's billboard style is quite different from the traditional local advertising types. Since Baoda is taking the "non sports marketing route", the words of transcendence, leap and passion will never appear in Baoda. "We will cross the traditional sports thinking of Jinjiang, but this does not mean that Baoda, which specializes in creating high-end vulcanized shoes, has no passion. It will achieve a kind of market education effect when the transmission times accumulate to a certain degree through repeated scene setting. In other words, when do you need Baoda? When you put on your jeans Wang Laoji is such a successful example. I remember that there are several scenes in Wang Laoji's advertisement, such as eating hot pot, barbecue, staying up late to watch football, which make people form a buying habit and drink Wang Laoji when they get angry. And Baoda advertising needs this kind of scene expression. When the development of market education is completed to a mature stage, then jeans + Baoda vulcanized shoes are fashion. In addition, Shi Chunming revealed that Internet bar marketing will also be a new attempt of Baoda in terminal promotion. Of course, this is not only a simple mode of embedding game advertising, but also will cooperate with physical stores to do some promotion. Reporter: is the concept of Internet bar marketing aimed at terminal promotion? Marketing is the starting point of marketing. Internet bar marketing will cooperate with the establishment of Baoda fashion chain's physical stores, and will not simply embed advertising into the game. Reporter: do you think the model of "converse + Levis = Baoda fashion chain" can be accepted by the market? Shi Chunming: converse + Levis = Baoda fashion chain is actually advocating the concept of clothing collocation, which is the collocation of lifestyle trend. As we all know, jeans will never fall behind, and converse + Levis = Baoda fashion chain, to be the best partner of jeans, will be the inheritance and innovation of such a recognized fashion trend.