Why Did Zhao Feng, The Brand Manager Of The 31St Degree Group, Leave The Company?

Famous sports in China

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Zhao Feng, general manager of group brand, has officially left the company.

Public information shows that Zhao Feng joined the company in 2006 and has served for more than 10 years.

During this period, he participated in promoting the overall financial and public relations communication and crisis management of the 31st degree to Hongkong, and successfully led the "new love" brand new integrated communication and comprehensive marketing campaign.

His strategic planning, execution, crisis prediction and handling in the company's brand building, including communication with the media, has been recognized by the company and the industry.

He also said that he is a rare brand member in the industry who understands the mobile Internet and has the original spirit of content.

As for the future of Zhao Feng, the Post reporter learned from interviews with a number of industry personages that he has little chance of finding another place in the sporting goods industry, or he will join the venture business circle.

There are also informed sources that he may participate in content entrepreneurship.

However, these speculation failed to be confirmed by Zhao Feng himself. He also declined the interview request of the post Prince several times.

Wilderness Hunter

"He has taken part in and witnessed the whole process of brutal growth, brand expansion, silence and pformation and upgrading of Chinese sports brands, and has many valuable practical experience. His departure seems to be a symbol of an industry."

A sports industry veteran said to the post.

In the 80s of last century, he grew up from a family workshop in Jinjiang.

And the introduction of equipment from Taiwan to produce "travel shoes" has quickly occupied a place in the Chinese market.

In 90s, it began to consciously invite celebrities to endorse, and sales soared.

In 2004, President Ding Wu and management decided to change the confusion and lagging behind the management of family businesses. They brought the company into the new strategic stage and made plans to go public, thereby changing the corporate governance structure and realizing standardized management.

In the same year, 360 degrees had become the top three sports shoes sales in China. It achieved the brand history of capturing the city from the countryside, and began to "attack the city" in brand and channel.

It is in this industry and era background that Zhao Feng joined the 31st degree in 2006.

Unlike his family members and airborne executives, he was a professional manager who grew up with the 31st degree and eventually became the general manager of the group brand.

In the past quite a long time, due to the lack of original design, the sporting goods brand of China once showed a tendency of highly homogeneity. If we want to take the advantage in the cruel environment, the strength of the brand can not be ignored.

The CCTV based TV media has become an index public opinion position. The bosses of the Jinjiang department are well versed in their way. They have spared no money in advertising and have spent PK on each other. They even turned CCTV's sports channel into a "Jinjiang channel" - basically the enterprises in Jinjiang.

How to present corporate and brand image to drive consumption power is a great test for brand managers.

Like a wild hunter, a competitive environment that is almost brutal, it not only accomplishments many brands of "Jinjiang Department", but also objectively exercises a group of professional managers' professional and survival abilities.

Zhao Feng's ability to understand and execute brands and users, including the mastery and use of the operation rules of international brands, has earned him many honors in the industry.

In the 10 years, he became a general manager of brand management, and successfully led a series of "more than one love" brand integrated communication and comprehensive marketing campaign.

Zhao Feng fully understands the needs of users and the will of decision makers. He has actively participated in many major international competitions and activities under the effective implementation of his policies.

After sorting out the post, he found that in recent years, he has become a senior partner of the Guangzhou Asian Games, the top sponsor of the Chinese Table Tennis Super League, the global partner of the Shenzhen World University Games, and the senior partner of the Inchon Asian Games.

360 degree to participate in major events with high-density brand activities, so that it can shoulder Lining and Anta.

Including the Rio Olympic Games held in Brazil this year, 360 degrees has also become an important strategic partner, and finally won the brand's strength to win the territory of China's sporting goods industry.

Why did you leave?

As an influential brand manager in China's sporting goods industry, Zhao Feng has not only actively promoted the brand influence of 31st degree, but also participated in the overall financial and public relations operation in Hongkong's capital market.

In June 30, 2009, 31st degree was successfully listed in Hongkong.

It is worth mentioning that the 31st degree plan is offering 500 million shares in the global market with HK $3.61 shares.

But on the 1 day before the listing, the 31st degree was oversubscribed, and some of the investment oriented institutions received about 10 times of oversubscriptions. Retail investors issued more than 40 times of the subscription, and finally successfully raised about HK $1 billion 810 million.

And 38.9% of the huge funds raised will be used to develop and enhance brand awareness, including the establishment of flagship stores in important markets and sponsorship support for important sports marketing resources such as athletes, league matches and sports teams.

In other words, the huge resources support provided by the company provides a broader experience for Zhao Feng and others.

Four years ago, all sports brands in the world were involved in the inventory crisis. Chinese sports brands also faced a new round of shuffling.

31st degree is no exception. Revenue declined once a year, and the product inventory cycle continued to rise until last year.

In the Internet era, traditional enterprises are facing a dilemma: the familiar market environment, and the game rules between users and consumers, including the channels that have been good at offline communication, have been disrupted by new technologies such as the Internet and mobile Internet.

In the face of the industrial crisis, Zhao Feng once again found his own "strength point".

Through his own insight into the mobile internet background, he has shown many successful cases and achievements in many fields such as business model design, brand personalized asset building and comprehensive marketing, public relations management and social marketing in the digital context.

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The theory of "one shop one community" proposed by Zhao Feng is committed to helping Chinese traditional retail enterprises to pform into a digitalized social enterprise.

Public reports show that in 2014, Baidu announced a strategic cooperation with the 31st degree, the two sides will carry out multi-level cooperation in the field of big data, and set up a big data innovation laboratory to promote the development of high-tech intelligent products.

The most talked about case of the industry is that Zhao Feng, as an important member of the cooperation, has led the practice of "sports + Internet", and has launched Baidu smart children's shoes.

The smart children's shoes have been introduced into Baidu's Hawkeye technology, with Baidu map LBS platform open service, with high precision positioning function, will minimize the safety loss of children lost.

At the same time, smart children's shoes can monitor children's physical condition, and customize professional health guidance.

This case is also interpreted by the outside world as an attempt to pform the Internet to the Internet.

And Zhao Feng himself has been invited by Wu Xiaobo as a guest speaker for a thousand person enterprise pformation course.

He said publicly to the media: "in this era of connecting everything, what traditional enterprises lack most is the ability to connect users and lack of continuous and effective communication with users."

As a manager of the younger generation, who grew up from 31st, Zhao Feng made him stand out because of his keen user, market perception and awareness of change.

But at the peak of his career, he chose to leave, which is hard to understand.

In the era of pformation and pformation, traditional enterprises need to make early decisions and decisions about the changing and future possibilities. They need to embrace new technologies more quickly, update business concepts, and find new ways to connect with users.

In this way, enterprises can really make a difference under the draught of the Internet.

This is Zhao Feng's speech in a public speech. It can be seen clearly.

"I believe that the future challenge of China's sports industry is not only the market, but the biggest challenge is how to retain talents.

And professional managers will eventually have to grow space, it is difficult to retain.

A senior sports brand in Fujian said to the post master.