POOVE President CEO Chen Jinbo: The Essence Of Family Business Is Not Only Bigger But Also Inherited.

Preface

As the ten largest business group in China, Fujian businessmen have strong influence in many industries, especially the footwear industry, which is already the world of Fujian businessmen.

POOVE, from the brand capital of Quanzhou, has been focusing on teenagers for many years.

It is committed to serving young people around the world and has been selected as "China's 500 most valuable brand".

This year,

The thirtieth anniversary of the founding of the people's Republic of China.

Looking at the ups and downs of the past 30 years, starting from the breakthroughs of the "ant spirit", we set the market on the basis of "sugarcane theory", and then firmly adhere to the spirit of zero point in the early stage of the development. Now we have the overall layout of the whole country and adhere to the "artisan spirit" to create quality products. POOVE has the steady development of the envy of its peers.

Today, face to face president Chen Jinbo, President of POOVE CEO.

During the interview, President Chen talked about the development of enterprises. He had been running well in the company, and his family was a successor. Let's take a deep look at the unique business secrets of the Chen family from the record of dialogue.

(photo) Chen Jinbo, President of POOVE, CEO

Adhering to innovation, creating three exclusive products of tide, sports and life.

Why does POOVE choose the youth consumer market? What is the development trend of the whole youth footwear industry at this stage?

[President Chen Jinbo CEO] in the early days of reform and opening up, shoe and garment enterprises ushered in the golden age of rapid development.

But I have always firmly believed that the way of brand should be positioned first, develop new market segments and take the lead in strong entry, thus becoming the maker and spokesperson of category standard.

After the reform and opening up, the rapid development of shoes and clothing enterprises has confirmed this understanding very well.

But after twenty or thirty years of rapid growth and the continuous influx of international brands and channels, most domestic brands are becoming increasingly difficult.

The youth consumer market is an exception.

Although the youth footwear industry has always existed, but because of the late start and the traditional consumption concept and other reasons, the youth footwear industry has not formed the upper, middle and lower industry ladder pattern.

In recent years, with the "new generation" gradually becoming parents and the backbone of the market, the higher quality requirements and more advanced consumption concepts have changed the pattern of teenagers' footwear industry.

After careful market research and full demonstration, POOVE took the lead in seizing the "Youth" market, a blue ocean market between adult shoes and clothing and children's shoes and clothing, and continued to innovate.

At the same time, enterprises continue to create exclusive products suitable for young people, forming a core product force to support the exclusive brand of teenagers.

(photo) POOVE brand upgrade

How did POOVE upgrade its strategy in the new market situation?

[President Chen Jinbo CEO] Based on careful analysis and deep insight into industry trends, market trends and brand development, POOVE has accomplished three major events in the past year.

The first is the upgrading of brand image.

As we can see from our new promotional film, POOVE not only focuses on juvenile footwear, but also looks at all the clothing of young people.

The two is product upgrading.

Together with the French design team, we draw the design inspiration from the popular culture, such as animation, skateboard, music and science and technology, and create three special series products of Chao fan, sports and life to meet the needs of young people in different situations.

The three is the upgrading of the terminal image.

Subverting the traditional design phenomenon based on the "seller's space", creating the fifth generation terminal image, forming a beautiful and differentiated shopping space for young people with light LOFT style, creating an exclusive fashion shopping platform for young people.

At the same time, POOVE will continue to promote the upgrading process of the channel, seize the provincial capital, prefecture level city and large shopping center, SHOPPING MALL core business circle, help regional markets continue to build benchmarking market and benchmark stores, with a view to preemption of core consumer traffic, so that the terminal competitive advantage will be further stabilized.

On the advertising and marketing level, in May this year, POOVE exclusively sponsored the WOD youth group China finals.

This is the largest international hip hop competition in the world today. It covers a wide range and matches POOVE's courage, interest and coolest.

Positioning, also hope that POOVE brand can be further recognized by hip-hop teenagers.

(photo) POOVE exclusively sponsors WOD China Youth Group finals.

Good operation of enterprises, "create the two generation" to take the banner

[face-to-face] we know that POOVE is a typical family business. How can a famous brand be better inherited and continued?

[President Chen Jinbo CEO] when it comes to this point, I believe that the way of family business is not to expand the scale, but to take every step of the way and carry out the talent pool.

After years of experience, I have created a core leadership plan called "Golden Triangle team", which is composed of my daughter, nephew and son.

At present, in POOVE's "Golden Triangle team", there are professional strategic management talents who have returned from the UK to learn and have international vision. They have experienced many years of experience and experienced many post sharpening of 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 enterprises will also be inherited and deepened.

After years of experience, the "Golden Triangle team" has gradually grown and has gradually taken the banner of the "generation generation".

All this is for POOVE to have.

The ability to make the corporate culture effectively inherit, at the same time, more able to achieve seamless integration with the future era.

And because of this deep bone marrow family spirit, I have laid the foundation for POOVE. As for how to do high and big after that, it is free to create the two generation.

(photo) POOVE Golden Triangle team

In addition, at the same time, I never invest blindly, not real estate or financial industry, but constantly integrate advantageous resources at the level of technology, R & D, marketing and so on.

In the coming days, we will also launch training and guidance programs for the "two generation" team of dealers in various regions, and work together with regional distributors to create a century old brand.

(photo) Chen Jinbo, President of POOVE, CEO

Seize the three golden years of life and fight hard.

[face to face] as a member of Fujian businessmen, what experience can you teach young entrepreneurs?

[President Chen Jinbo CEO] Fujian businessmen are the most open and pioneering businessmen in China. They are willing to win, dare to take risks and bear hardships and stand hard work. These are the advantages of Fujian businessmen.

In addition, over the years, in fact, I feel that there are three time points in life. It is very important that 20 years are the time to lay the foundation. We need to read more books and broaden our horizons in order to save more energy for ourselves to open up the future. When we are 25 years old, we have to rise to the challenge. We must dare to struggle and find a way to work towards the goal. At the age of 30, if there are opportunities or good people to help, we can take advantage of the situation and jump to a new level.

Ebb and flow will show the true colors of heroes. Everything is solid and courageous.