Seeking Truth From Practice And Settling "Internal Strength" To Create A Hundred Year Brand -- Interview With Chen Jinbo, President Of POOVE CEO

In Europe and America, where the fashion industry is relatively mature, there are many leading global fashion trends. Big international card 。 Many of these brands, though they have been through a hundred years of wind and rain, have always been able to remain at the forefront of the global fashion industry. What they rely on is not simply explosive growth on the "scale" but rather down-to-earth efforts to precipitate "internal strength". With the constant pursuit of excellence in craftsmen's spirit, through the continuous innovation of product technology, the long-term accumulation and inheritance of the brand, and the untiring insistence on product quality, we have gradually established and precipitated the real advantage and stood firm in the market.

Buffett has a famous saying: "only when the tide goes away, do you know who is swimming naked." Compared with the brand in Europe and America, the domestic shoe and clothing industry seems to be in the "naked swimming" - the development of the horse race enclosure type. The following products are counterfeit, resulting in serious homogenization, excessive pursuit of surface scale growth, and the blind spanformation of the market dividends, ignoring the construction of their own infrastructure, such as channel operation, product research and development, production quality, and so on, which is the main reason for the shoe brands to fall into the bottleneck at present.

(photo) CEO Chen Jinbo, President of POOVE (China) Co., Ltd.

"Unlike many brands in the industry, POOVE Never pursue the prosperity of "surface", but always consolidate and consolidate its foundation as the first goal. In my opinion, only a strong enough to avoid the greatest degree of avoidance from the market, the impact of the industry. Sticking to stability is exactly what Chen Jinbo insists on since he started his business. Chen Jinbo pointed out that in the face of increasingly complex industry situation, POOVE, which has been precipitated for 28 years, should continue to do "subtraction", keep a pragmatic attitude, deal with complex problems with "simplification" thinking, and seek continuous optimization of market and product itself, so as to maintain a steady and benign sustainable development trend.

Three quality upgrading plan to create better quality exclusive products

The unique concept of "youth exclusive", and many years of meticulous work on "exclusive edition, fabric, color and technology", POOVE teenagers exclusive products have been widely recognized and welcomed by consumers. But POOVE, led by Chen Jinbo, has never stopped the pace of product innovation and optimization.

"Products are the root of the core competitiveness of enterprises. Only with products that have the leading edge, can enterprises really get the height of the leading industry." In Chen Jinbo's plan, POOVE will use three years to upgrade the exclusive products of teenagers.

In the next three years, POOVE will be adhering to the concept of "exquisite development, meticulous production, quality procurement and meticulous production" from the four major core product positioning. The process and production process of the product are upgraded and optimized in a comprehensive way. Meanwhile, intelligent production equipment is introduced to guide China's youth footwear industry from pure product manufacturing to the development of goods driven by industry. While leading the trend of youth fashion, actively introducing the top professional and technical personnel in the industry, and with the production management and professional technology as the driving force, inherit the craftsmanship spirit of pursuing excellent product quality, and promote the POOVE teenagers' exclusive products to become more humanized, with a healthier and more comfortable wearing experience, which is more suitable for the growth of young people, so that POOVE products can continue to walk in the forefront of the industry.

Scientific planning to promote continuous improvement of terminal market

Terminal, as the most direct window of brand to consumers, has always been the top priority in POOVE's strategic layout. "Cooperation with our business partners and win win is our constant direction. Providing more powerful marketing services to the terminal market and promoting the continuous improvement of the terminal operation level in various regions has always been one of the core tasks of the head office. " Speaking of the end market level, Chen Jinbo pointed out that "at the end market level, in line with the actual situation of various regions, adjusting measures to local conditions and helping regional terminals achieve institutionalized, data and standardized operation will become the general direction of market strategy."

In 2015, as the "one country chess" strategy, the key year for deepening and landing was. Chen Jin Bo Under the strategic planning, POOVE will continue to exert itself in the two levels of upgrading the terminal image and improving the terminal operation capability.

First, the improvement of terminal operation capability. In 2015, POOVE will sort out the overall situation of the market, starting from the actual situation of various market areas, setting up benchmarks in the flagship market, concentrating breakthroughs in key markets, digging deep in potential markets, and continuing to promote the implementation of terminal teaching purposes. On the one hand, the ten market areas for implementing the teaching projects in 2013 and 2014 were solidified so that the established terminal operation system could be run in a long-term and orderly manner. On the other hand, the coverage of the teaching projects should be expanded, and the implementation of the terminal teaching projects in the fifteen Market areas should be started synchronously. On the basis of project introduction in five regions, a POOVE Business School tackling group would be set up, and ten markets in 2016 and 2017 would be launched to carry out the teaching of the regional market, so as to lay a good foundation for the implementation of the follow-up projects.

Secondly, in the upgrading of the terminal image, POOVE will launch a new round of upgrading this year's four generation terminal image. On the basis of optimization and improvement, we focus on upgrading the display form of the middle area of the shop, making the store more abundant through the combination of models and props, and displaying the products with the selling points and functions of the shoes. The products are more prominent and show the form of the store product display, which promotes the further activity of the terminal stores and effectively promotes the stickiness and interaction between the consumers and terminal experience stores. It promotes the terminal consumption performance and brand recognition and reputation. With the continuous expansion of the customer groups, the requirements and tastes of different consumers are getting higher and higher. POOVE's timely promotion of terminal consumption experience is also a trend of the clothing store's competition and development, which has led the development trend of the youth industry terminal experience upgrading. Through this upgrade, POOVE has retained the fourth generation terminal image of the overall store style foundation.

Starting from June, with the intensification of consumer experience in POOVE's terminal stores, terminal stores will play a more powerful role in promoting the export of POOVE brand culture and the deepening of brand image, and the competitiveness of terminal will surely be further strengthened and improved.

In the future, people can experience more humanized and comfortable consumption experience at POOVE terminals. To a certain extent, this requires our service team to enhance their service skills and professional level, so as to provide customers with more excellent consumption experience and enhance their hardware and software. Only in this way can we win the terminal experience and win the terminal performance.

Grasp development opportunities and speed up brand strategy upgrading

The strategic opening of the "road" development plan, POOVE will also seize the opportunity in this tide, put forward a better strategic method for the development of its own enterprises, accelerate the training of internal strength and carry out rapid strategic upgrading: first, continue to strengthen the brand image strategy, seize the commanding heights of the brand, and win the initiative in the continuous expansion of the western market in the future; at the same time, continue to carry out the optimization and upgrading of POOVE enterprises, shift from the production oriented enterprises with "exclusive products of youth" as the center to the upgrading of the service enterprises centered on the growth of young people, fully meet the needs of the exclusive growth and growth of the teenagers, extend the product value chain, create a service-oriented brand for the exclusive youth, enhance the brand value-added, and enhance the brand added value, so as to enhance the brand image. With the "one belt" in the country

As we all know, footwear industry is a very special industry. It not only satisfies people's material needs, that is, functional needs, but also satisfies people's spiritual needs. It is not only a functional consumption, but also a spiritual and cultural consumption. It is both a product and an ornament. Therefore, we need to have different strategies, different methods and different forms to satisfy our needs at different levels.

The WTO protection period is coming to an end this year, and domestic industries will face more competition from foreign and global enterprises. Although the impact on the youth footwear industry is not large, but under the guidance of Chen Jinbo's steady and pragmatic strategic thinking, POOVE will advance ahead of schedule, steady and steady, and do well in internal work. It will continue to lead the development of youth industry and stay at the height of "the first brand in the industry".