Lin Guodong: The Insistence And Breakthrough Of "Invisible Champion"

Lin Guodong, general manager of P, as a well-known sponge trader in the industry, has tried to make socks out of water, and has made great efforts in this field.

He once laughed at himself and was a boss who was "not doing his job", but behind his "no business", he had his brand dream. "Invisible shield" was the beginning of his dream.

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< p > < strong > < a href= "http://sjfzxm.com/news/index_c.asp" > antibacterial > /a > deodorant garter to Hoh Xil "/strong > /p".

P last weekend, Lin Guodong and lion lion outdoor lions in the world of Hoh Xil protect Tibetan antelope volunteers ended a public environmental protection trip.

For him, this is a washing of the soul and a journey of Thanksgiving.

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"P", he heard that cocoa is located in the plateau, the weather is changeable, the temperature difference between day and night is big, and the staff of the protection area often go out to go out on the mountain, for a short half a month and a month for a long time.

After arriving at Suo Nan jedda protection station, he volunteered to donate a batch of antibacterial and deodorant socks to the protection station staff.

He has said more than once that when he feels grateful, he hopes that these socks he can make can provide a better dressing experience for the staff here.

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< p > < a href= > http://sjfzxm.com/news/index_s.asp > < < /a >, before the departure, Lin Guodong distributed her own antibacterial and deodorant socks to every volunteer.

In the past week's volunteer activities, according to the players' dress feedback, Lin Guodong has more confidence in his socks.

He told reporters that the initial socks were just the samples made by the company in the product's functional R & D, and the customers and employees felt really good after the fitting. They were both comfortable and functional, but at that time he did not put into production. The real turning point occurred in 2009.

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< p > Lin Guodong said that the antibacterial and odor resistant socks were mentioned by experts from Beijing in 2007, but at that time, he focused on the antibacterial and deodorizing functions of shoes, and was not interested in the antibacterial and odorant functions of socks, so this project was also shelved.

At that time, socks could only be tested by a very simple process. Lin Guodong took it back to the company and tried it on through some simple equipment. It felt a little bit effective, but it was not as powerful as the expert's mouth.

On the one hand, he constantly discussed with the teachers, and on the other hand he constantly changed the formula. However, the final effect was not satisfied.

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< p > all the changes were due to the great efforts of the company in 2009. Lin Guodong finally launched a lot of experiments in large-scale equipment experiments. He also introduced more suppliers in the field of antibacterial function. Through continuous improvement, he added more scientific and technological functions on the original basis.

"At the beginning of 2012, we finally developed products that satisfied us, and passed a lot of tests by the third party testing organization SGS."

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< p > > a href= "http://sjfzxm.com/news/index_s.asp" > Lin Guodong < /a >, after the research and development of the antiseptic and antiseptic socks has been successful, it has been presented to the customer experience with samples.

After a lot of friends wear socks, to introduce to his friends, to find him to take socks more and more people, 2000 pairs of socks, not a month after the end of the delivery.

Even a lot of friends who are not very familiar, specially drive for 2 hours to come to the company, just to get a few pairs of socks, not to afford to buy, but not to buy in the market at all.

"Just like this, I sent 8000 pairs before and after, I think, since the product is so popular, why not make a brand of yourself to sell it? It can solve some troubles for people, and let them try to walk a road that has never gone before."

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< p >, therefore, Lin Guodong began to plan the name of the brand, because the antibacterial and odorant function could not be seen directly, and the fabric with antibacterial and deodorant function was indistinguishable from the fabric that had not been functional. It was like installing invisible shields on the surface of the fabric to protect itself from bacteria. The name "invisible shield" came into being.

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< p > < strong > > twists and turns "strong" socks industry < /strong > /p >

< p > Lin Guodong said that his curiosity is very heavy and he wants to try everything. As long as the road is determined, he will go on. "Invisible shield" is his insistence.

Compared with the scope of the industry, the anti bacteria and deodorant socks can only be regarded as a sideline.

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Less than P, however, the sideline that has been able to thrive now is his insistence on his family's opposition.

Lin Guodong recalls that in 2009, an antibacterial material supplier found him and proposed to cooperate with him in the project of antibacterial and odorless.

"At that time, I chose a strong, cooperative and close old customer to communicate. The work went very smoothly, and the customer expressed the willingness to cooperate immediately.

But at this point, he did not have such a device, and he had not reported it to his family.

As a result, Lin Guodong introduced the first order from his client to a company with such equipment in Jinjiang, and immediately reported to his family to introduce such an assembly line.

But at that time, the equipment of the antibacterial and deodorizing project needed hundreds of thousands of yuan, and the family did not approve of the project at all. Lin Guodong was so worried that he could not do anything at all. In the end, he could only deliver an ultimatum under the name of "counterfeit" customer.

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< p > "if the company does not import equipment, all subsequent cooperation will be pferred to the Jinjiang company, which will become our strong enemy."

Lin Guodong recalls.

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< p > finally, in the second half of 2009, the production line was in place, and the order was also carried out, and in the same year, it achieved good results. At that time, the family began to feel relieved to let Lin Guodong lead some of the company's projects.

Antibacterial and odorant projects were successfully introduced in 2009.

In 2010, Lin Guodong introduced the high cycle production line, and introduced the three ventilation and finishing projects in 2011.

Since then, he has begun to focus on production and research and development, tracking and combing production data, optimizing material suppliers, and constantly introducing new functional projects with large international companies, and gradually playing a reputation in the footwear industry.

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< p > look at this fruit and think that if there is no insistence on that year, it is estimated that there will be no emergence and development of antibacterial and anti odor socks.

In view of the current development and operation, this project is still in the exploratory stage, but Lin Guodong is very optimistic about the future market of functional products.

In the future planning of the company, the company will also introduce other functional products such as insoles, body clothing and so on.

Online, brand will open up Tmall and Jingdong as new sales channels.

It is estimated that the brand cultivation time is three years, and socks are the stepping stone to cultivate new brands and end consumers.

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< p > < strong > reporter: over the years, the whole industry has been relatively depressed. How do you view the development of enterprises against the market? < /strong > /p >

< p > Lin Guodong: in recent years, the key point of the company's growth depends on the mode of landing.

In my opinion, not all innovations need deep enterprise strength or great investment.

We can make a small change on the product, or add a function that we did not have before is innovation.

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Less than P, for example, antibacterial and deodorizing functions have been widely applied in foreign countries.

But few people in China will pay attention to this function, or the function of moisture absorption and perspiration has been used for many years in the clothing industry, and even in outdoor sports, it is not new technology, but in sports shoes brand, this is innovation.

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P: < strong > reporter: we know that the innovative landing and mass production is even more difficult for early research and development. What do you think of it? < /strong > /p >

< p > Lin Guodong: I have been promoting the use of antibacterial and deodorant functions on shoes, but customers have always been skeptical about this function and have been worried that consumers can not judge by appearance.

Just when I made some anti stun socks, I sent these socks to the customer experience, who knows the effect is very good.

At that time, I suddenly realized that a customer is actually not interested in some innovations, but can not tell what advantages these innovative products can bring to him.

Therefore, in the subsequent product innovation, I have added several steps, one is the laboratory input, using experimental data to tell customers the function of the product.

Two, I will make samples of innovative materials directly, tell customers how these products should be used, where they are used, and let customers directly experience.

Three is to follow up the promotion plan of customers, help customers to correctly describe the products, product publicity, tag and POP advertising after using the new functional products.

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< p > strong > reporter: can you share with us some experiences in developing antibacterial and deodorizing items? < /strong > /p >

< p > Lin Guodong: I think communication is very important.

I often communicate with some friends. First, the representatives of large international companies, they can bring me the latest information, let me know in time what new products there are in the world.

The two is the R & D personnel of the first-line shoe enterprises. In the early stage of cooperative development, I will do my best to cooperate with their R & D. When I expressed my sincerity in the process of cooperation, a lot of R & D personnel were willing to explore their ideas and ideas with me, so that I grasped the dynamic development of the industry.

The three is friends from other industries. In the process of communication, I will constantly assume that some of their products or functions have helped me.

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