POOVE President CEO Chen Jinbo: Transformation And Upgrading Win Win Trillions Of Youth Market

The data show that with the gradual emergence of the "two child" policy dividend and the continuous upgrading of consumption patterns, the relevant consumer goods market for young people is growing. In 2017, the size of youth footwear market is expected to exceed 150 billion. Under the "draught", POOVE, the benchmark brand of youth footwear industry, has completed the three strategic upgrading of brand, product and terminal, attracting extensive attention from the industry.

For a long time, as a benchmark brand for young people's exclusive products, POOVE has maintained a solid development trend for a long time in the ups and downs of the industry and market, so that the whole industry is "looking". As the saying goes, "sailing on the sea depends on the helmsman", the steady and steady development of POOVE over the years has benefited from the deep insight of the industry rules, such as the helm of the enterprise, the president of POOVE, CEO Chen Jinbo, and the highly strategic direction and scientific and rational strategic decision.

　　 Market expansion teenagers industry welcomes trillion draught

Chen Jinbo, President of POOVE CEO, pointed out that in recent two years, Chinese society is in the key node of comprehensive transformation. On the one hand, the comprehensive opening of the "two child policy", the arrival of the baby boom, the "cake" of the youth industry is growing rapidly; on the other hand, the consumption patterns of the young people are also changing at the same time. After 80 and 90 are gradually becoming the main consumer groups of the youth products. They have higher requirements for the quality of life, and are more sensitive to the fashion trend and new things. Moreover, with the deepening of urbanization and the continuous development of the commercial real estate, the core business circle of the city has gradually penetrated into the large shopping malls and shopping centers, and also caused the synchronous migration of the urban core consumer flow.

In the Internet technology industry, a "standing on the draught, pigs can fly" is regarded as a motto by many enterprises. But in POOVE President Chen Jinbo CEO, it is far from enough: "external factors change the industry draught to all people, but there are always people who hold them first. The key lies in whether we can adjust the pace of strategy in time, and keep pace with the trend of society, industry and market. Over the years, deep thinking of the industry and the market has created Chen Jinbo's keen determination and made POOVE move ahead of its competitors and seize the opportunity of development.

　　 Take advantage of the three major strategic upgrading to open a new chapter

"Doing the right thing at the right time" is POOVE's president, CEO Chen Jinbo, who has been able to lead the enterprise in steady development for 30 years. In 2016, POOVE made three important events: the brand image upgrade, based on the brand new positioning of "youth fashion exclusive brand", re combing the brand inside, creating a brand new image that is more in line with the trend culture; upgrading the product, jointly designing the French design team, drawing inspiration from the pop culture, skateboard, music and technology and other popular culture, creating three exclusive products of fashion, sports and life, fully meeting the dress needs of young people on different occasions; upgrading the terminal image, subverting the traditional design phenomenon based on "seller's space", creating the fifth generation terminal image, forming a beautiful and differentiated youth shopping space with light LOFT style, creating an exclusive fashion shopping platform for young people. It is based on Chen Jinbo's meticulous analysis and deep insight into the industry trend, market trend and brand development direction.

Chen Jinbo, President of POOVE CEO, believes that "under the stimulation of the dividend policy, the youth industry has a broader space for development, and we must take the initiative to adapt to the changes in consumption trends and channels, and make strategic adjustments at the right moment, so that we can go up the wind and move to a higher peak at the time of the full arrival of the draught."

Under the strategic coordination of Chen Jinbo, the three strategic upgrading of brand, product and terminal have been steadily promoted. In the future, POOVE will take the more fashionable brand image, the more fashionable exclusive product and the more personalized and creative terminal image. It will fully fit the trend of life of the 80 generation, the post-90s young parents and the new generation of young people, and truly become the creator and influencers of the exclusive trend culture of the youth, thereby enhancing the stickiness of consumers and further seizing the trillion market space in the future.

The three strategic escalation opened POOVE's new journey, and laid a solid foundation for the brand to win the battle and the trillions of market space in the future.

　　 The two generation team has gradually matured to consolidate the foundation of the century.

A successful strategic transformation is certainly not blind. In addition to the "good time" of the external environment, the "geographical" and "human and" factors within the enterprise also play an equally important role. Chen Jinbo believes that in order to promote strategic transformation and upgrading and promote brand to achieve a new round of development and leap, it must be carried out at a certain stage when the enterprise's sedimentation reaches a certain stage, and the market base is relatively stable, while the internal team is perfect and mature, with strong innovation and execution ability. Otherwise, blind transformation will only lead to another dead end.

In the past 30 years, POOVE The momentum of steady development has been maintained, and the 28 regions of the country have developed steadily. Especially in recent years, with the continuous upgrading of product quality, the continuous improvement of product lines and the continuous improvement of consumer recognition, POOVE's core competitive advantage is more stable. On the premise of strong market base and strong product strength, enterprises want to further enhance their brand, deepen the trend culture, product series draw more fashionable fashion inspiration, terminal image is more personalized, better carrying the connotation of brand trend, and become the only way for POOVE to continue to move forward.

On the other hand, after years of experience, POOVE's "two generation" team has gradually grown, and has gradually taken the banner of the "generation generation". At present, in POOVE's "two generation" core team, there is a professional strategic management and talent coming back from the United Kingdom to learn from the UK and has an international perspective. It has experienced many years of experience and experienced many post sharpening senior management personnel. There are also excellent R & D talents who have experienced more than ten years of experience in the product development system; they are gradually becoming the backbone of POOVE, and the culture and spirit of the enterprise will also be inherited and deepened.

At this node, the process of promoting strategic transformation and upgrading can better stimulate the energy of the two generation team, so that the two generation generation that is full of passion and creativity can give full play to the broader stage and promote the brand to a better future with stronger creativity.

It is based on the solid foundation of the product and market, plus the excellent team of two generation successors, and the three major strategic upgrading measures also have the best "favorable geographical conditions". From this perspective, on the fine "soil", the further promotion of the core competitiveness of enterprises and the three strategic transformation and upgrading of brands, products and terminals are not only the general trend of the changing trend of the industry, but also the internal demand for further strengthening and inheriting the foundation of enterprises.

　　 Strengthen marketing service, zero business integration, help terminal development

While fully promoting strategic upgrading, POOVE will continue to uphold the concept of "cooperation and win-win" and work together with our business partners to move towards a broader future. Under the strategic deployment of Chen Jinbo, POOVE will also deepen the professional service function of POOVE business school based on the pace of upgrading brand, product and terminal, and promote the five upgrading of brand terminal marketing service.

First, POOVE. Business School 師資力量的整合與升級，在不斷優(yōu)化現有師資團隊專業(yè)水準的同時，廣為吸納行業(yè)專業(yè)度高、敬業(yè)精神強的外部師資力量，打造出一支極具競爭力的精英團隊;第二，帶教方案更加貼合區(qū)域市場實際情況，對各市場區(qū)域的發(fā)展階段、市場環(huán)境進行深入分析，量身定制更為科學合理的帶教方案，使終端帶教為市場區(qū)域的發(fā)展提供最大化的價值;第三，推動零商一體化項目落地實施，促進各市場區(qū)域商品管理和終端賣場管理兩大模塊的無縫銜接，導入數據化系統(tǒng)，促進終端運營體系的進一步標準化、精細化;第四，緊跟渠道升級步伐優(yōu)化帶教方案，隨著各市場區(qū)域渠道升級步伐的逐步深入，終端帶教方案也將緊跟渠道升級步伐進行優(yōu)化，促進區(qū)域分公司核心商圈密度布點戰(zhàn)略的落地;第五，緊密貼合第五代終端形象導入，終端帶教項目也將隨之進行調整、升級，從而形成品 Brand, product and terminal Trinity, help the brand's overall operation steadily improve.

In addition, POOVE will continue to make efforts to promote the channel upgrading process, seize the provincial capitals, prefecture level cities and large shopping centers, SHOPPING MALL core business circle, help regional markets continue to build benchmarking market, benchmark stores, with a view to seize the core consumer traffic, so that the terminal competitive advantage is further stabilized.

　　 Win win 2017 win win future

In the past 2016, under the overall guidance of President Chen Jinbo CEO of POOVE, under the joint efforts of all POOVE people, POOVE's brand new connotation, visual image, product line and the five generation terminal image have completed preparatory work. The brand new transformation of teenage exclusive fashion brands has been ready.

Chen Jinbo pointed out that 2017 will be the beginning of POOVE's win win trillion market and an important year for brand transformation and upgrading. With the new brand positioning upgrading and the brand's Quanxing image's introduction, the three special product lines of Chao fan, sports and life have been deepened, and the fifth generation terminal image has completely landed. POOVE is moving steadily towards a higher peak.

"Next, we will integrate the advantages of resources, constantly innovate the form, fully cover the various channels of communication under the online and offline channels, vigorously promote the brand new image of POOVE, and further deepen cooperation with the French design team. In the three series of new products, we will continue to deduce more Frontiers and more international youth trend culture. At the same time, in the first half of 2017, we will also make full efforts in the national market to create a number of fifth generation terminal image shop to promote the steady landing of the three strategic upgrading." When it comes to the implementation plan of the three major strategic upgrading projects, Chen Jinbo said.

On the one hand, it is a strategic forward-looking transformation and upgrading at all levels in an orderly and reasonable manner; on the other hand, POOVE will continue to deepen the strategy of quality, adhering to the spirit of craftsmen, continuously integrating high-quality resources and attracting professional talents, and further optimizing product quality through the R & D team, the business planning team and the research and development of the footwear technology laboratory. Product function The escalation of comfort and fashion. It is believed that this series of initiatives will enable the brand to build a stronger core competitive advantage and will continue to seize opportunities and steadily move forward in the future, and work together with all our business partners to win a win-win future.