Ding Wuhao: Return To Products And Professional Sports

In the view of Ding Wu, the purpose of organizational restructuring is to make the team more competitive.

361 degrees started from sports, and from the initial production of "travel shoes" is welcomed by the mainland China market. By 90s, the brand strategy of inviting celebrities as image spokesmen was also very successful, and sales of products surged.

In 2003, 361 degrees developed a series of diversified products including sports shoes, clothing and sports accessories, thus becoming a professional brand leader.

In 2009, the brand of children's clothing of 361 degrees was set up, especially in recent two years.

With the influence of the market, 361 degrees later began the strategy of multi branding. In a certain period, it brought a positive impact on the company's product line.

Its leisure fashion brand, "Innofashion", is committed to providing tailor-made fashion trends for young people in China. It has established a four seasons commodity system covering shoes, clothing and accessories. It invited the international design and development team to develop new materials and editions, adding shirts, jeans and other fashion design styles, and invited Olympic swimming champion Sun Yang, new generation singer Jikun Yi and Taiwan singer Jam Hsiao as spokesmen, hoping to get young people's market.

After more than 3 years of development, the brand has indeed been recognized by young people. It has sprung up in China's leisure and fashion industry.

Even so, Ding Wu has always been seriously reflecting on the negative effects of this multi branding strategy, which makes the 361 degree of sport started to be blurred.

"If we want to remain competitive in the future market, we have to go back to the sport itself. To tell the truth, many sports brands in China are more like fashion brands before."

Yan Qiang told reporters.

Ding Wu realized that "the return of products and professional sports" may be the direction of the 361 degree future.

Two years ago, he began to quietly layout.

In terms of products, Ding Wu realized that in the past, seeing the five-star red flag playing the national anthem at the Olympic Games, the era of people's tears in front of the TV had passed. Through the traditional means of building brands and distributing channels, under the current environment, it has been unable to match the new consumption environment, differentiated users and personalized needs, all products and users as the center, in order to truly win the hearts of the people.

Against this background, the 361 degree joint Baidu launched smart children's shoes, based on the hope that it can help Chinese children get lost and parent-child relationship.

At the same time, in order to adapt to the current trend of increasing popularity of football in China, 361 degrees had been launched two years ago. In early 2016, the football products will be oriented to users.

October 30, 2013, 361 degree group and Nordic professional outdoor sports brand.

Open strategic cooperation in Hongkong and jointly develop the Greater China market.

361 degrees and One Way Sport will be jointly established.

Among them, 361 degree investment company and One Way Sport hold 70% and 30% shares respectively. The joint venture owns One Way Sport in Nordic sports and outdoor sports product resources, will be responsible for developing outdoor equipment and riding market in Greater China, and is responsible for 361 day joint venture team organization, as well as daily operation and management of Greater China design, production, distribution and promotion One Way products; One Way Sport will provide product design, research and development and technological innovation support.

This is a new form of cooperation. In 2022, when China is expected to become the host country of the Winter Olympic Games, Ding Wu hopes to cooperate with the world's top professional sports brands through 361 degrees, so as to accelerate the growth of 361 degree in professional sports, especially snow sports.

In fact, it is also a choice of mode, whether it is to choose the fashionable and cool fashion fashion of product design, or to choose professional sports which focus on sports attribute and technology content. This may be a problem before Ding Wu, and it is impossible to have both fish and bear's palm.

The current market has shown that all the major international brands that once advocated "fashion movement" are now returning to professional sports territory and looking for the lost market again.

"I think that for Chinese sports brand, only by taking the specialized route can we get a broader market survival space, how to make the product more competitive and allow the capital market to be recognized. This is what Ding always sees."

361 degree capital operation vice president Chen Yongling told reporters.

For the future market, Ding Wu's prediction is that the rise of China's new class is bound to increase demand for health and participation. Now people are used to outdoor sports such as running and riding in WeChat's friends circle.

More importantly, the central government has been at the national level to sort out the sports industry and set the direction for the future.

As an enterprise, how can we accomplish pformation and upgrading before the opportunity comes? In the view of Ding Wu, we can only think about it from three angles: brand, product and retail.

In order to achieve such a reform goal, he must make corresponding adjustments to management and team building, such as strengthening the retail support construction, building a direct battalion system, strengthening the execution of the retail team, and increasing the agent's retail support.

As Hou Zhaohui, general manager of the 361 degree human resources department, he believes that if the company's position changes, it means that 361 degree is bound to carry out a more significant change in organizational structure.

Because with the change of 361 degree positioning, 361 degree is bound to be carried out in management structure, design, and

And so on.

Where is the future direction? Ding Wu has yet to come up with his specific plan. He even hopes that the company can participate in this pformation together.

Any change has to impact on the original management system, and how to avoid overreaction at the same time, which may be the reason why Ding Wu has been thinking seriously. This is why he has not taken too much drastic measures.

For the current 361 degrees, it is not realistic to abandon the fashion movement completely. After all, they have accumulated a huge consumer group for the company. How to better handle this problem continues to test the wisdom of Ding Wu.

He is now faced with two voices from the company. The reformers hope that he will be more daring and complete the company's pformation with the courage of his courage. But the Conservatives hope that he can make a decision and move on, so that he can't make a mess of it. Because, according to previous experience, not every reform can achieve the desired effect. Moreover, the company's "big company disease" has not yet been completely solved.

Whether they are reformists or conservatives, they stand on their respective positions and perspectives, and put forward suggestions that can be referred to.

Ding Wu is aware of this problem, or has drawn a change plan in his mind. As a mild innovator, he is still thinking about how to build consensus in the process of pformation and achieve it step by step.

He knows that only a consensus can make change stable.