Heng Ren: Set Up A Benchmark For China'S Slippers Industry

Brand name card Heng Heng: the brand performance of Jinjiang Heng Ren Shoes Co., Ltd.: the ten major brands of China's slippers industry are founded in 1998: the signing Star: Wu Heng Heng is a famous brand in the Chinese slippers industry. The same pair of slippers are placed on the supermarket shelves. The price of the constant people is about 10 yuan higher than that of other brands.

Speaking of the development process of the brand of Heng people, chairman Zhang Yingwen of the Heng Ren shoe industry Co., Ltd. is full of pride.

Heng people once picked the first Chinese well-known trademark in the Chinese slippers industry. Now the Heng people have developed into the ten brand of China's slippers industry.

In the just concluded "innovation fashion, bloom 09" order meeting, Heng people launched the "fashion leisure products" brand concept.

"The future Heng people will no longer be confined to the field of slippers. We will launch a series of products including EVA fashion garden shoes, cotton shoes and cloth shoes, and fully expand the product category of the permanent brand."

Zhang Yingwen said that Heng people will enter the sporting goods industry next step, and create a brand of fashion leisure products in an all-round way.

On the basis of this strategic decision, Heng people's outdoor billboards have begun to "change their faces".

Heng Heng will open the first slipper franchised store in the domestic market. The constant slippers are a golden brand. The slippers sold in supermarkets such as WAL-MART, Baihui, Xinhua and so on have 2/3 from the Heng people, and the price is 8 yuan or 10 yuan more than other brands.

In addition to good quality, new style and brand ring, it is also the reason why Heng people dare to label "high price", which is the charm of brand added value.

In the view of Zhang Yingwen, now he wants to compete with the domestic slippers and compete for the world.

Especially in this big environment of declining export volume and domestic sales this year, improving brand value is undoubtedly a shortcut to break through.

At the end of the 2009 order meeting, Heng people were enthusiastically sought after by dealers, and even storehouse inventories were sold out.

When asked about the secret, Su Yun, director general of Heng Ren shoe industry Co., Ltd. told reporters that in addition to some strategies, the key is that dealers recognize the brand of Heng people.

The rise of brand has laid a good foundation for the development of the company. After more than a year's preparations, the brainstorming of the new mode of channel operation has finally been put into practice.

At the end of October this year, the Guangzhou store was officially opened. This is the first enterprise in the slippers industry to try direct stores.

According to the introduction, the first store owner of Heng people pushed the high-end garden shoes. The garden shoes were shot by EVA, and all kinds of small jewels and trinkets were inlaid. They were very popular with Japanese guests. A Japanese customer always lived in the factory to win the goods in order to get the latest goods.

The reason why Zhang Yingwen chose to open the first exclusive store in Guangzhou is not only to see the consumption power of Guangzhou metropolis, but also to demonstrate the effectiveness of the exclusive store in the whole country.

Parallel development at home and abroad has always been the development strategy of constant people.

To enter the campus sports field, "09 spring and summer new products and innovative fashion lifestyle articles conference" is the theme of the 2009 people's order meeting. You should not think that it is just a simple change of "name". In fact, the order for this fashion lifestyle product has been quietly prepared a year ago.

As we all know, hang on is a brand founded by slippers, but last year, the constant people began to expand to cotton shoes, cloth shoes and other fields. It is understood that these new product categories are marketed as "Heng Ren" brand.

"Cloth shoes are more and more popular with consumers, and so far there has not been a strong leading brand in the industry, so we hope to play a certain advantage in the field of product development and channels, and get a share in this field."

Su explains so much about the move of constant people into cloth shoes.

The diversification of products will also create the conditions for permanent people to distribute stores in the whole country.

In the eyes of outsiders, Heng people, who is known for their slippers, is the first Chinese well-known trademark player to sponsor sporting events.

At the World Youth Football Championship Asian qualifying match, Heng people became the leading player in the field.

"Just before the launch of the new product, the F group and the supporting activities of the Asian Youth preliminaries of the world youth football championships have been selected as the" total winner of the Chinese football Hope Star ", which can enhance the brand influence of the eternal people and create a good carrier for the spread of the brand and the promotion of new products.

This is Zhang Yingwen's plan of "two birds with one stone". He also hopes to change the brand image of the constant consumer in the eyes of consumers and dealers.

With the high attention of the World Youth Football Championships, the terminals of the Heng people also have a series of brand promotion activities, including sponsoring and sponsoring some activities related to campus sports in all parts of the country.

All these have brought the distance between Heng and the target consumer groups closer, and even the "Campus Movement" has been blowing across the country.

At present, on the brand new outdoor billboards of Heng people, the words "fashionable leisure and daily necessities" make it easy for people to peep out some ambition of constant people - not only to make the "big cell phone" of the slipper Kingdom, but also to pform the constant people into a diversified brand.

The expansion of product categories and the trial of water in the monopoly system have made the best interpretation of this "changing face".

"Before, hang people's brand proposition is comfortable, leisure, beautiful and dynamic, but these are only limited to slippers. Nowadays, our fashionable leisure products, from flip flops to all kinds of shoes, not only contain slippers, but also include beach shoes, garden shoes, cloth shoes and cotton shoes."

Zhang Yingwen explains the company's brand upgrading.

"In the future, we will also set up a dedicated sporting goods company, specializing in the production of sports sandals."

Zhang Yingwen said, "Heng people have gradually infiltrated the sports industry, to create a brand of diversified development.

We have made a good brand in the slippers industry. Therefore, the development of our brand should go beyond the slippers and take the lead in the field of casual shoes such as lifestyle EVA garden shoes, sandals, beach shoes and cloth shoes, and then seize the opportunities of the industry.

Reporter: the constant slippers are famous. Many people choose to be strong and smart. What makes you think about diversification?

Zhang Yingwen: the development of a good brand can not be confined to the field of slippers only. The diversified development of constant human product categories not only creates conditions for the layout of exclusive stores in China, but also prepares for the development of permanent fashion, leisure and daily necessities.

Reporter: hang on people plan to develop towards diversification. Will the permanent people take cloth shoes and beach shoes as their main business in the future?

Zhang Yingwen: on the issue of product diversification or simplification, Heng people should break through the slippers industry, diversify, develop EVA lifestyle fashion shoes, sandals and beach shoes with a new concept of lifestyle.