Enhancing Internal Management To Drive Market Growth -- Interview With POOVE Brand President CEO Chen Jinbo

On the basis of the advantages brought by the 32 years' deep brand precipitation, POOVE will continue to be down-to-earth and do well in products, truly make the products precise, meticulous and thorough, and launch the 7+ management system upgrade plan in an all-round way. Based on the original brand, product and terminal operation system, we will further upgrade and deepen it.

POOVE brand president, CEO Chen Jinbo

In 2018, YOUNG has become the 2018 most important new format for every adult footwear brand in the industry. From the market of children's wear to the market of young people's shoes and clothing, the competition pattern of youth footwear industry is facing great changes.

On the other hand, the gathering and sinking of adult shoes and clothing brands also proves the huge demand and growth potential of the domestic youth footwear market.

Therefore, the change of competition pattern does not mean the disappearance of market opportunities, but the market will have higher requirements for the "internal energy" level of brand management, operation, products and so on.

As the "helmsman" of the juvenile industry benchmarking brand, POOVE brand President CEO Chen Jinbo has led the brand in the industry for 32 years, and has experienced many macroeconomic fluctuations. For the development of the industry and how the enterprises face the new industry pattern, he also has a unique view and a clear understanding: "the youth industry is like a forest system, and different brands have their own living space and survival way.

Only by constantly adjusting the pace of strategy according to the changes in the market, industry and brand development can we maintain the virtuous circle of the brand and stabilize its position in the industry.

Chen Jinbo, President of CEO, pointed out that POOVE, as one of the first brands to enter the youth field, has established its innate advantages by differential positioning, and has gradually achieved the benchmark of the industry through years of continuous deepening of brands, products and market terminals.

Nowadays, channel construction and market coverage have been gradually improved, and the terminal operation system has also been completed. We need to re evaluate the strategic direction of the brand according to the changes in the industry situation and its own development.

After careful market research and analysis, President Chen Jinbo CEO made a brand new plan for POOVE's strategic blueprint: in 2019, POOVE entered the stage of management upgrade drive. POOVE will continue to be down-to-earth and product well based on the advantages brought by many years of deep brand precipitation. It will really make the product fine, meticulous and thorough, and launch the 7+ management system upgrade plan in an all-round way, and further upgrade and deepen it based on the original brand, product and terminal operation system.

Through quality upgrading, terminal service upgrading, terminal standard enhancement and brand effectiveness dissemination, we will consolidate the dominant position of POOVE in all regions of the country, and promote the coordinated development of terminals.

7+ product upgrade, to provide more powerful weapon for the market.

Product is the foundation of brand. With the gradual deepening of consumption upgrading, enterprises should regard consumers as the most important "teachers" for products and market, and deeply understand the needs of consumers and create high-quality products, so as to further consolidate and develop the terminal market.

"Throughout the global market, those brands that have long been in the forefront of the market are able to maintain the strong vitality of the brand by constantly pursuing product breakthroughs and technological upgrading through decades of Seiko meticulous work, such as decades or even hundreds of years.

Today, demand is changing and consumption is escalating. The demand for R & D and production will be higher and higher.

This requires enterprises to maintain the same frequency with the market, truly start from the market, keep their feet on the ground, do well in products, constantly upgrade product development, iterate product processes, and dig deeper into product connotations, so as to gain a firm foothold in the market and seek greater development.

Therefore, in the strategic layout of President Chen Jinbo CEO, "7+ product upgrading" is the top priority.

On the one hand, on the one hand is the continuous improvement of product quality itself. POOVE will continue to enhance its technology, function and comfort through research and development, production and quality control.

On the other hand, let products become more meaningful and have stories.

First is the upgrading of the concept, further deepening the brand philosophy of "only for the youth", and adapting to the era background of "big power and rising tide of the country". POOVE has launched the theme of "Chinese youth" in a big way, fully deduces the exclusive trend and lifestyle of Chinese youth, and deeply excavated the three dimensions of brand culture, fashion attitude and product design to convey the spiritual value of Chinese young people who dare to take risks, dare to toss, and dare to pursue their independent selves.

Secondly, we continue to upgrade the three major products of POOVE's trend, sports and life, and further explore and innovate the product connotation and design concept. We can deduce the major resources and IP in depth, so that the products can be more suitable for teenagers' lifestyle and life scenes.

In the upcoming new products of POOVE 2019 autumn and winter new products, POOVE will create new product themes such as skateboards, national tide and campus by combining the brand's quality resources and IP.

In addition, POOVE brand IP cross-border cooperation will further expand in depth, in addition to the continuous development of David Baker IP series, POOVE has become the international super traffic IP elf treasure can dream in children / youth shoes and clothing licensing authority.

In the new season products, POOVE will cross border industry renowned designers, combined with the unique charm of ELF treasure dream IP, to create a more fresh and more interesting youth growth and life experience, and promote the IP series once again achieve heavy upgrading.

The POOVE and the fairy treasure can dream hand in hand, has received extensive attention from the industry.

Recently, POOVE was invited to become the world's fifth largest and most influential fashion week in China, the Shanghai fashion week children's wear / teenage dress's brand.

On the 7 day of 4, POOVE will take the theme of "one hundred thousand volts, only for young people". It will carry out the closing ceremony of the fashion week in Shanghai with the new official licensing series of the China Youth tide fan series and the elf treasure dream.

In 2019, POOVE will also launch an in-depth consumer research program with international professional research institutions.

Through the research, collection and in-depth analysis of market feedback data, we will guide the research and development of products, truly treat consumers as "teachers" and "learn from the market", and create products that will enable consumers to "see at first sight", which can affect consumption decisions and guide consumption trends, and provide a more powerful weapon for the development of the terminal market.

Upgrading service experience and strengthening terminal store management system

In 2019, with the gradual promotion of retail pformation as the strategic objective, POOVE launched the terminal based "7+ service upgrade" and "7+ store upgrade" plan, thoroughly implemented the terminal standards, and fully promoted the brand power, retail power and digitalization ability of the terminal. From the aspects of retail culture construction, management efficiency enhancement, effective inventory control, and channel optimization, we carried out a comprehensive pformation and upgrading of the stores.

In addition, POOVE synchronizes the terminal lively project, takes user thinking, data thinking as the guidance, and takes the consumer experience as the core, reformulates a series of standards and processes, such as store location, upgrading, decoration, small display of goods, discount rate of commodities, and through the formulation of standards, promotion of standards and practice standards, so that terminals can better carry and display brand culture, enhance terminal experience, and reshape POOVE terminal format structure and ecological circle.

Focusing on the "7+ store upgrade" plan, POOVE, based on the fifth generation image, once again optimized a store image suitable for Shopping Mall and shopping malls. With the design concept of "international fan, refreshing tide and youth temperament", it provides consumers with a fashion atmosphere and integrates the exclusive culture of teenagers to create exclusive shop images for teenagers.

It is worth mentioning that the store has used advanced technology such as intelligent video system and intelligent game system to provide consumers with a more comfortable, convenient and interesting shopping experience.

From March 2019, POOVE Shopping Mall store image will be promoted to all regions of the country.

"7+ service upgrading" will enhance the operation of the branches and regional stores by enhancing the marketing service output of the head office.

In 2019, POOVE business school will be based on

In order to meet the needs, we should actively carry out functional pformation, establish terminal training team, strengthen the team building of the branch, enhance the terminal brand awareness and the ability and efficiency of the terminal staff; and the establishment of the product analysis team will use the data management system to provide a more scientific and deeper service for the terminal based on scientific data analysis.

"Service upgrade + shop upgrade" will be better and better export templates, and promote the standardization and vividness of terminals, so that terminal stores can enhance the capability of acquiring and retaining customers, thus promoting the effective upgrading of conversion rate.

More effective marketing promotion mode, directly guide consumption.

Chen Jinbo, President of POOVE brand CEO, based on the changes in the current communication environment, consumer habits and interest points, put forward the terminal landing of brand communication, so that the brand can directly face consumers and directly affect the brand communication strategy of consumption.

In this regard,

We should upgrade the brand promotion mode and launch the 7+ effectiveness communication plan to upgrade the channels and contents of the target consumers.

Around the core idea of "four resources, four seasons detonating, effective dissemination, focusing on terminal", POOVE will combine core quality resources in 2019, take the Chinese national skateboard tree brand height, and explode the terminal traffic with the tremendous influence of the IP line of the world's elves, and enrich the terminal selling point by the unique product of beckon bear IP, and elevate the brand trend character with hip-hop and fashion resources.

And through multi-dimensional three-dimensional interactive communication, with the help of Internet thinking, create a new promotion matrix, so that brand promotion is more effective.

For enterprises, the new power brought by all changes and upgrading will ultimately have to play a role in the consumer market, which will bring a real improvement to the performance of enterprises at the end of the market, otherwise, the pformation and upgrading will become meaningless.

To drive the overall development of the terminal market by management drive is also the core goal of President CEO Chen Jinbo 2019 strategic layout.

32 years of persistence, 32 years of steady progress, 32 years of deep accumulation, and cast.

Past glory; embracing change, innovating attitude, striving spirit and win-win cooperation concept will also make POOVE move towards a more brilliant future.

I believe that with the comprehensive introduction of the "7+ management system upgrading" plan, the sincere cooperation and cooperation between the head office and the national business partners will bring a stronger driving force for the terminal market, so that the brand precipitation of POOVE will usher in a new round of consumption in the consumer market in the past 32 years.