Chen Jinbo, General Manager Of POOVE, Talks About Enterprise Strategy: Taking The Road Of Sustainable And Healthy Development.

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(P) when, along with the rapid growth of the domestic economy, the "a target=" _blank "href=" http://www.91se91.com/ "shoes" brand from Quanzhou, Fujian, had opened stores around the country at a nearly crazy speed, occupying half of the various business circles in the major cities of the country.

However, in recent years, as the domestic economic growth slowed down and the global economic environment continued to slump, many local shoes and clothing brands began to face operational bottlenecks.

Under the pressure of huge inventory and rising operating costs, some local shoes and clothing brands have gone downhill and have to shrink their business scale.

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< p >, as the leader of the industry, POOVE, the youngsters' exclusive product first brand, is hardly affected by the downturn in the footwear industry, and is still on the road of healthy, healthy and steady development.

This is thanks to Chen Jinbo, general manager of POOVE (China) Co., Ltd., which takes stability as the keynote and does not blindly expand the concept of enterprise development.

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< p > recently, POOVE's 2014 Youth autumn winter < a target= "_blank" href= "http://www.91se91.com/" > dress less than /a trend conference was successfully concluded.

In the a target= "_blank" "_blank" href= "http://www.91se91.com/" > clothing < /a > industry overall channel contraction today, there are still nearly 2000 people to participate in the grand meeting, the number of participants set a new high in the number of participants at the same time, it is again confirmed that POOVE has been a benign development trend.

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< p > "in the past few years, thanks to the huge dividends of the market, many brands began to expand in large scale and ignored the law of commercial development". Chen Jinbo said, "the blind and following expansion of enterprises from the actual market situation is not sustainable.

Because when the tide of economic development recedes, the brand still has to return to the market, and its size ultimately depends on the competitiveness of the brand itself in the market.

Therefore, to evaluate a brand's standard is not the speed of its expansion, but whether it is healthy development, whether it has enough competitiveness and continuous profitability.

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< p > Chen Jinbo believes that as the helmsman of an enterprise, we should always keep a clear head and have a deep understanding and grasp of the market, and do more strategic thinking rather than blindly follow suit.

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< p > by virtue of Chen Jinbo's accurate grasp of the market and industry, POOVE has been exploring for many years and constantly exploring, focusing on the idea of "exclusive youth", forming a unique marketing system of brand, product and channel integration, and thus embarked on a healthy, steady and good way of sustainable development.

It is such a differentiated and sustainable way of healthy development that maximally avoids the impact of the industry crisis on POOVE, so that the brand can still maintain a strong momentum of development under a depression.

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Looking at the development path that POOVE has gone through in recent years, we can find that what Chen Jinbo and POOVE are pursuing is never simply increasing in quantity, but promoting the "qualitative" leap from the continuous optimization of products and channels.

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< p > in terms of products, POOVE always adheres to the principle of market demand oriented. In combination with the brand's own brand tonality, it is committed to meet the clothing needs of young people in all directions.

Since 2006, POOVE has been fully aware of the trend of increasing diversification and diversity of clothing choices, and has started the integration process of footwear and clothing.

And after the success of leather shoes and cloth shoes, POOVE began to focus on the development of women's clothing series.

Based on the accurate grasp of the international trend and the clothing culture of young people, POOVE's casual wear series is widely welcomed by the market.

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< p > with a good market base, this 2014 Youth autumn and winter fashion trend conference, POOVE once again launched a new series of leisure Women's promotion, and creatively put forward the "focus on the development of young women's clothing category" product strategy.

Under the guidance of this strategic thinking, the brand has also established a complete set of commodity planning projects, which are from market research, product development to ordering guidance, as well as the late listing band and terminal sales.

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< p > Chen Jinbo believes that in clothing industry, the most taboo of product development is to break away from market demand.

"Therefore, POOVE has never blindly carried out product development and category expansion.

Before we start the development of new products and new products, we will go through a lot of market research and market argumentation. After the release of new products, we will also develop a complete set of plans for the late listing of band and terminal sales so as to enable new products to be widely accepted by the market.

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Less than P, a lot of new products and new products have been developed in a short time without scientific market argument and blind pursuit of variety and variety. Chen Jinbo seems to be a typical negative textbook in the industry.

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< p > and in terms of channel, the two strategic projects of "branch company operation" and "terminal retail profit mode reengineering" launched in 2013 have yielded fruitful results in five market regions such as Wuhan, Chengdu, Hangzhou, Liuzhou and Jiangsu.

The implementation of the two terminal optimization strategy has also greatly enhanced POOVE's terminal operation and marketing service capabilities, greatly consolidating the brand's leading position in the exclusive product industry for young people.

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< p > in order to fully realize the terminal operation standardization of regional branches, and continuously enhance the profitability and level of the terminal, we will pave the way for the further deepening of the terminal strategy in the future. POOVE also convened the "distributor retail thinking and Wuhan branch terminal teaching project summary and sharing conference" by this 2014 autumn winter youth fashion trend conference.

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< p > at this sharing meeting, retail experts made a periodic summary of the results of the Wuhan regional terminal teaching project in 2013. At the same time, we put forward corresponding proposals on how to consolidate and further enhance the current achievements.

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< p > 2013, after a year of strategic deployment and landing execution, the branches accumulated rich theoretical knowledge and practical experience in the terminal operation module, and the operation and management level of the branch company has been greatly improved. The terminal standardized operation system has been effectively combed and strengthened, and the continuous profit level has made a breakthrough growth.

This year, POOVE will continue to deepen the terminal optimization, and has identified five new market areas as the implementation area of the two terminal optimization projects.

In the future, the brand will continue to improve the overall marketing service support in an orderly way, insisting on deepening the intensive work in the terminal market and leading the business partners to continuously upgrade their business.

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< p > "consolidate our foundation so as to gain greater competitiveness in the market."

When it comes to POOVE's next strategic plan, Chen Jinbo said, "although the apparel industry is already bottoming out, it is still not optimistic.

The great rule of development in society or industry is a continuous cycle between chaos and governance.

When the industry is developing well, we must make full use of the positive factors of the industry, but we must not lose consciousness of crisis because of some favorable external factors.

Only by continuing to adhere to the path of sound and benign sustainable development, and continuously deepening the core modules of brands, products, marketing, terminals and so on, can we continue to brave the tide when the industry shuffle again.

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