Chen Jinbo Talks About The Way Of Developing Brand In Practice.

Chen Jinbo, who is fond of bright colors, is dressed up by the Chaozhou people. It subverts the strict image of "business leaders" in people's impression and creates his own style.

In the past 28 years, with amazing courage and wisdom, POOVE has been leading the youth footwear industry.

He adheres to the business philosophy of "sticking to prudence, acting prudently and never speculating". He also knows that enterprises are not growing at a high speed and whether they can continue. He emphasizes the value of the brand and devotes himself to the research and development of the exclusive products of the youth. He never involves the industry that has nothing to do with teenagers, and aims to make POOVE the first brand in the global youth industry.

2015 is the beginning of POOVE's "three year quality upgrading" plan.

In the next three years, POOVE will carry out the concept of "meticulous development, meticulous production, quality procurement and meticulous production", and continuously dig out four major core products.

The process and production process will be upgraded and optimized in an all-round way. At the same time, intelligent production equipment will be introduced. While leading the trend of teenage fashion, POOVE youth's exclusive products will be more humanized and more suitable for the growth of young people, so that POOVE's products can continue to walk in the forefront of the industry.

At the terminal level, POOVE will follow the market strategy of "one country and one game", recombing the overall situation of the market, starting from the actual situation of the various market areas, setting up benchmarks in the flagship market, concentrating breakthroughs in key markets, digging deep into potential markets, and meeting the actual conditions of various regions, adjusting measures to local conditions, helping the market terminals to realize institutionalized, data and standardized operation, so as to realize the comprehensive optimization of the regional terminals and the overall consolidation of the dominant position of the market.

From the very beginning, Chen Jinbo was unwilling to be a small workshop.

He and several other brothers set up a clear division of labor early, and established a basic production process and teamwork mechanism, which is the foundation for POOVE's steady development.

For the summary of the entrepreneurial period, Chen Jinbo made an overview with the ant spirit: "at the early stage of enterprise creation, it is impossible to achieve overnight.

In order to achieve greater success, the team must be as sincere and cooperative as the ants, persevering towards the common goal step by step.

Brotherhood's solidarity and cooperation, scientific and reasonable judgement of the market and industry, doing the right thing at the right time, the persistent pursuit of product quality and the continuous upgrading of brand and business mode are the fundamental reasons for POOVE's "invincible position" in several pformation and expansion stages.

Consolidate and attack again.

In 90s, POOVE made a timely pition to the wholesale sales mode and began building sales channels.

Even at that time, POOVE had already tried the "order meeting", which is now a very common form in the footwear industry, which was almost unthinkable in that era.

By twenty-first Century, the brand era was coming, and the golden ten years of high-speed development of shoes and clothing brands were officially opened.

At this stage, POOVE, led by Chen Jinbo, did not drift with the tide and chose the development road of "extensive" horse racing enclosure.

He foreseeable prediction that only accurate positioning and market segmentation are the sustainable development of brands.

Therefore, POOVE conducted a large-scale market research, targeting the target market in the sub group of young people, thus successfully opening up a new market blue ocean.

"Choosing what brand positioning is like choosing sugar cane parts: sugar cane near the soil has the largest sugar content, but it is more rigid; most of the water near the leaves has the most moisture, but the sweetness is greatly reduced; and the middle section has the advantages and disadvantages of the two segments of the head and tail, and the hardness and sweetness are just right.

Choosing which segment of sugar cane is the same as choosing market segmentation and brand positioning is actually finding the best part.

At that time, Chen Jinbo's theory of sugarcane location theory coincided with Trout's positioning theory, which was later introduced into China.

After having a precise market positioning, POOVE began to build the brand core value system of "youth exclusive", and extended the complete brand system composed of four modules: exclusive edition, exclusive fabric, exclusive technology and exclusive color, and truly established the development direction of POOVE brand.

Since then, POOVE has taken the lead in finding the right direction and embarked on a comprehensive development path around the three main lines of brand, product and channel: signing the popular singer Yue Sun, popular idol Li Yuchun and so on.

People; widening product categories, opening the "shoes and clothing integration" project, further deepening the concept of "youth exclusive"; continuing the CCTV juvenile advertising for more than a decade; establishing POOVE business school, vigorously exporting marketing services, strengthening terminal competitive advantages and so on, and pushing the brand step by step towards the "commanding heights" of the industry.

"In the 28 years of brand development, there are a group of loyal consumers who love POOVE brand, so we can go to today.

Moreover, we have maintained a high level of reputation, reputation and loyalty in the market.

But in the era of Internet +, to deal with new challenges, we need to adjust ourselves from the brand itself, to do "subtraction", to keep a pragmatic attitude and to deal with complex problems with "simplification" thinking.

In Chen Jinbo's view, the traditional shoes and clothing brands want to use the Internet to catch consumers, but they should identify the "starting point" instead of greedy for a dose of medicine to solve all problems.

Striding into

In the new era, the upgrading of the brand by taking advantage of the Internet has become a major trend in today's industry.

But unlike the industry's general impetuous and speculative business mentality in the Internet age, Chen Jinbo insisted.

The mentality has led POOVE to move out of its own pace in this new wave.

In recent years, while continuing the monopoly of the CCTV children's channel, POOVE has joined the national ministries and commissions to create a large public welfare website for young people's homes, giving them a full range of love.

Recently, with the gradual landing of the "youth home" into the campus series activities, POOVE has also created an innovative public welfare mode combining online platform, offline activities and terminal stores in the industry, and has truly built its own "Internet +" ecosystem, achieving a virtuous circle.

All these efforts have made POOVE's brand competitive advantage continue to grow. The status of the "commanding heights" of the industry has become more and more consolidated. In 2015, POOVE was awarded the "500 most valuable brand in China".