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Wan Jingang: Seven Years To Achieve "Camel" Magic Brand

2014/7/7 19:02:00 21

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"camel in the desert, lonely and persistent, walking forward is the sole purpose of its walking. For us, camel spirit has become a brand totem." The brand of CAMEL, the brand of domestic footwear, is brief and firm. 
 abandoning doctors for business, 
 Wan Jingang is the fourth batch of college students after the resumption of the national college entrance examination in New China. He was admitted to Zhongshan University in 1980 and was assigned to a doctor in Hubei cancer hospital after graduation. In 1989, he was admitted to Fujian Medical University for further studies. However, what everyone expected was that in the medical field, Wan Jinggang chose to abandon medicine and go into business in 1990. 
 "I didn't expect it myself." To be a doctor for saving lives is a dream I have always wanted, but when I get involved in shoes and clothing, I am also a channel. " 
 at that time, Fujian, where Wan Jin Kong was located, was one of the birthplaces of the shoe and clothing trade in China, where there was a fast paced and exciting business atmosphere everywhere. Leather traders, brands, and factory owners keep negotiating, inspecting, identifying goods and placing orders every day. When seeing thousands of containers loaded with brand new leather shoes circulating around the world, the business potential of Wan Jingang was suddenly aroused. The quiet campus can no longer retain the heart that he wants to fly. He resolutely devotes himself to the tide of business. 
 1995, Wan Jin Gang set up shoe factories in Fujian, Wenzhou and Guangzhou, and even developed into one of the largest shoemaking factories in the country. 
 "most of the shoes produced at that time were commissioned by foreign clients, although the shoes we produced were unanimously affirmed by foreign customers and once sold well. But one thing made me very upset. Wan Jingang told reporters that he once visited a large shopping mall and was attracted by several pairs of shoes in a foreign brand counter. At first glance, Wan Jin Gang recognized that those shoes were from their own factories, but only on others' brands. The price of each pair of shoes is several times higher than the factory price. This detail touched him deeply. Ever since that event, the most important thing that Wan Jingang has done every day is to think about the law of value behind it. 
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 in the 90s of last century, the traditional sports shoes market has been saturated, just as the concept of European and American outdoor sports has been introduced into China. The domestic shoemaking enterprises are keen to see that the wind direction is changing, and they are turning to the outdoor sports direction. In the spanition boom, Wan Jingang, who originally threw himself into the shoe processing industry, discovered the value of the brand. He decided to create his own outdoor brand. 
 "in my opinion, the Chinese shoes industry in that era had a little bit of impetuous pursuit of short-term benefits, lacking some solid foundation to slow down. Operators do not have the motivation to do their own brand because the brand needs a long time to build and accumulate, and there is huge risk at the same time. By contrast, many operators are more willing to choose a significant short-term OEM industry, rather than commit themselves to the extreme end of the industry chain. Wan Jingang also pointed out sharply that "only the brand is a powerful weapon to support prices, sales and resist risks." 
 the process of selecting brands is much more difficult than the process of starting factories, so that Wan Jingang spent ten whole years searching for a good brand with stories, souls and worth building for life. 
 "when one day when it appears in front of you, you will feel that ten years are not many." The brand in Wan Jin's mouth is "Camel", a brand with a hundred years of history and vicissitudes. 
 earlier in the Republic of China in Tianjin, the camel shoes made by the sand boat factory had been impatient for a while and praised by their consistent quality and comfort characteristics. When he saw the camel logo of a sand boat factory, he believed that this was the brand he wanted. Camels are animals that draw energy while walking. Wan Jinggang hopes that people wearing the shoes they produce can also feel power in walking. 
 2000, Wan Jingang and his team carried out the "Camel" merger with the insistence of having a story and having a good soul. 
 3000 store layout nationwide /p >
 when the first pair of camel shoes were completed from the production line, Wan Jingang was wild with joy. He remembered that all the craftsmen who were involved in the main creation were surrounded by them. They won the camel shoes and looked at them. They said they were beautiful and comfortable. 
After P years, Wan Jingang recalled the picture at that time, and there was still unbearable complacency. 
In 2003, after the formal establishment of brand and trademark, camel brand first set up its first store in Beijing. The product strategy is mainly based on high quality men's casual shoes, which is mainly aimed at the large middle and high-end elite men's group in China. P 
After P, camels went to the United States, Canada, Europe and other foreign markets, and tested the water at home and abroad. They drew the cream from the market and adjusted the old camel brand to make it more modern aesthetic, more activity and tension, and at the same time adjust the market strategy, first stabilize the domestic market and then rush to the world. 
 2005, a brand new CAMEL camel faces his audience with a more focused, professional and energetic spirit. 
 2010, the birth of 3000th CAMEL camel stores marks the completion of the CAMEL camel layout of the national market. From the first store to 3000th stores, from pioneer to an empire, Wan Jingang and his team took only seven years. 
 "in the past seven years, the camel spirit is affecting everyone in our team all the time." Wan Jingang said. 
 in the same year, CAMEL camel officially distributed the electricity supplier market. Only half a year later, it became the first brand of Taobao men's shoes category, and then became the first brand of outdoor footwear category. The breakthroughs in the layout of the electricity supplier undoubtedly brought the most modern engine power to the CAMEL camel plus a powerful motor. 
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 the domestic market has been singing triumphant songs, and WAN Jingang has begun to think about conveying traditional Chinese national brands to the international market. He said, "in my heart of mind, I still care about the high price of my shoes." I wonder why I can't sell our brand to foreign countries. "/p".
 Wan Jingang told reporters that the company has organized the brand founding team to explore the local consumption situation in the United States, Canada and Europe, hoping to find a breakthrough in the international market with great challenges and opportunities. 
 but it is obvious that in the international market full of Made in China, consumers' recognition of brands from China is not high. 
The overseas strategy of camel P has also tried water in the US. They set up investment companies in the United States, but the management team has been hovering in the channel strategy of "domestic sales or foreign trade". Due to the lack of overseas market operators, and the negative attitude of the American department store to Chinese brands, the market is hard to open. So the camel brand's overseas development plan can only be temporarily stranded. 
"P" blocked overseas development and did not let Wan Jin Gang abandon the process of brand internationalization. He realized that from national brand to international brand, it can not be a cluster. At present, camels have registered trademarks in the United States, France, Russia and other countries, which is the first step in the internationalization of their brands. 
 "the purpose of our efforts is to make our brand more valuable. Besides brand awareness and protection, I believe that the value of brand comes from its social responsibility." Wan Jingang told reporters that camel brands are developing well, paying more attention to people's livelihood and paying attention to public welfare undertakings. In the sense of brand responsibility, the performance of the CAMEL camel is also welcomed by the outside world: helping the thirty-fourth Americas Cup Sailing Competition, sailing with the Chinese players to the international arena; and building millions of home funds to help more people return home for the Spring Festival, and help the veterans stay in the motherland. 
 it is learnt that in mid September 2012, the CAMEL camel will also launch the "Eighteen Mount Everest warriors" campaign for outdoor enthusiasts nationwide to promote the popularization and development of outdoor sports and lead ordinary people to love outdoor activities. In the same period, camels have also launched the interactive activities of "urban white-collar workers' resignation Tourism Fund" to encourage and guide urban young people to go outside.