One:
Chen Jinbo, President and CEO of Expo: A Pragmatic Road to Brand Development
Chen Jinbo, who prefers bright colors and dresses up hipsters, subverts the rigorous image of "business leaders" in people's impressions and is unique. Over the past 28 years, with amazing courage and wisdom, he has led Qi Bohui to become a leader in the youth shoes and clothing industry. He adheres to the business philosophy of "stick to stability, act cautiously and never speculate", and he also knows that enterprises are not growing at a high speed for a while, but whether they can continue; He emphasized the value of brand and devoted himself to product research and development in the exclusive field of teenagers; He has never set foot in an industry that has nothing to do with teenagers, and is determined to make Qibo Fair the first brand in the global youth industry.
Rooting-"ant spirit" lays a solid foundation and strives for progress steadily.
From 65438 to 0988, Chen Jinbo's brothers started their own businesses.
From the beginning, Chen Jinbo was not willing to just be a small workshop. He and several other brothers planned a clear division of labor early and established a basic production process and team cooperation mechanism, which laid the foundation for the steady development of Qibohui. For the summary of the entrepreneurial period, Chen Jinbo summed it up with the "ant spirit": "In the early days of the establishment of the enterprise, it is impossible to do it overnight. In order to achieve greater success, we must ask the team to cooperate sincerely and persevere like ants, and make solid progress step by step towards the same goal. "
Brothers unite and cooperate, make scientific and reasonable judgments on the market and industry, and do the right thing at the right time; The persistent pursuit of product quality and the continuous improvement of brand and business model are the fundamental reasons why Qibohui can be "invincible" in several transformation and expansion periods.
Tamp and attack. In 1990s, Qibohui timely transformed into a wholesale sales model and began to build sales channels. Even at that time, Qibo Fair had tried to hold an "order fair", which was a very common form in the shoe and clothing industry now, and it was almost unimaginable at that time.
Leaping-Long-term Planning of Sugarcane Localization, Searching for a New Blue Ocean
2 1 century, the brand era is coming in an all-round way, and golden decade, where shoes and clothing brands are developing at a high speed, officially opens.
At this stage, under the leadership of Chen Jinbo, Qi Bohui did not follow the trend and chose the "extensive" development path. He foresees that only accurate positioning and market segmentation is the road to sustainable development of the brand. Therefore, Qi Bohui conducted a large-scale market research and positioned the target market as a sub-group of teenagers, thus successfully opening up a new blue ocean of market.
"What kind of brand positioning to choose is like choosing the part of sugarcane: the root of sugarcane close to the soil has the most sugar, but it is hard; The part closest to the leaves has the most moisture, but the sweetness is greatly reduced; The middle section neutralizes the advantages and disadvantages of the head and tail sections, and the hardness and sweetness are just right. Choosing which segment of sugarcane is the same as choosing market segments and brand positioning. In fact, it is to find the' best' section. " At that time, Chen Jinbo's "sugarcane localization theory" coincided with the "trout localization theory" introduced to China later.
With accurate market positioning, Qibohui began to build a brand core value system dedicated to teenagers, and extended a complete brand system consisting of four modules: exclusive version, exclusive fabric, exclusive technology and exclusive color, which truly established the development direction of Qibohui brand.
Since then, Qi Bohui, who has found the right direction, has embarked on the road of all-round development around the three main lines of brand, product and channel: signing the image spokespersons such as popular singer Sun Yue and popular idol Chris Lee; Broaden product categories, launch the "shoes and clothing integration" project, and further deepen the concept of "exclusive for teenagers"; CCTV children's advertisements have been put on for more than ten years; Establish the Business School of the Seventh Expo, vigorously export marketing services, strengthen the terminal competitive advantage and other measures to push the brand to the "commanding height" of the industry step by step.
Go forward bravely-seek truth from facts and consolidate the leading position in the industry.
"In the 28-year history of the brand, there are groups of loyal consumers who love Qibohui brand, so we can go today. Moreover, our reputation, reputation and loyalty in the market have always maintained a high level. However, in the era of internet plus, to cope with new challenges, we must adjust from the brand itself, do' subtraction', maintain a pragmatic attitude, and deal with complex problems with' simplified' thinking. " In Chen Jinbo's view, if traditional shoes and clothing brands want to use the Internet to seize consumers, they must find the right "point" instead of greedy drugs to solve all problems.
Stepping into the new era of Internet, it has become a major industry trend to use the Internet to upgrade brands. Different from the impetuous and speculative business mentality of the industry in the Internet era, Chen Jinbo holds a pragmatic attitude and leads Qibo Fair out of its own pace in this new wave.
In recent years, Qi Bohui, while continuing to monopolize the CCTV children's channel, has established a large-scale public welfare website of the Youth Home in conjunction with the national ministries and commissions to give all-round care to the youth groups. With the gradual landing of the series of activities of "Youth Home" on campus, Qibohui has also created an innovative public welfare model combining online platform, offline activities and store terminals in the industry, truly creating its own "internet plus" ecological circle and realizing a virtuous circle. All these efforts have made Qibohui's brand competitive advantage continuously enhanced, and its position as the "commanding height" of the industry has become more and more consolidated. In 20 15, Qibohui won the title of "China 500 Most Valuable Brands".
While embracing the Internet trend and continuing to build a brand, Chen Jinbo also pays attention to the consolidation and upgrading of products and terminals.
20 15 is the beginning of Qibohui's "three-year quality upgrade" plan. In the next three years, Qibohui will adhere to the concept of "exquisite development, elaborate production, high-quality procurement and elaborate production" and continue to dig deep from the positioning of the four exclusive core products. Technology and production process are fully upgraded and optimized, and intelligent production equipment is introduced at the same time. While leading the fashion trend of teenagers, Qibohui's exclusive products for teenagers are more humanized and more suitable for the growth needs of teenagers, so that Qibohui's products can continue to be at the forefront of the industry.
At the terminal level, Qibohui will follow the market strategy of "national chess game", reorganize the whole market, set a benchmark in the flagship market, focus on breakthroughs in key markets, proceed from the actual situation of each market region, deeply tap potential markets, and adjust measures to local conditions to help terminals in each market region realize institutionalized, informationized and standardized operation, so as to realize the overall optimization of terminals in each region and the overall consolidation of market dominance.
It can be seen that under the guidance of Chen Jinbo's clear strategic thinking, he can seize the opportunity, be brave in innovation and maintain a pragmatic attitude, and Qibohui's road to a century-old famous enterprise is getting more and more solid.
Two:
The secret of leading a new day in the world
Drucker said that enterprises have and only have two basic functions, namely marketing and innovation, which is also the secret of Xinri's leading the world for many years. Everyone knows the simple truth, but not everyone can do it. Let's take a look at how New Day does these two functions.
Open process and mentality,
Innovation cannot be built behind closed doors.
Whether it's "Industry 4.0" in Germany, "Re-industrialization" in the United States or "Made in China 2025" proposed by China, the guiding ideology is the same, that is, the industrialization upgrade from "manufacturing" to "intellectual creation".
As a front-line enterprise in manufacturing industry, Nippon has already grasped this wave of change. In 20 13, Xinri took the lead in developing the industry's first intelligent electric vehicle. Subsequently, the new day was out of control and made a breakthrough in the intelligentization of electric vehicles. In 20 14, Xinri established the first intelligent ecological supply chain system in the industry, and at the same time promoted the intelligent electric vehicle to the "intelligent 3.0" stage. In 20 15, a new generation of intelligent electric vehicle Miku, independently developed by Nippon, once again subverted people's understanding of intelligent electric vehicles, and adopted as many as 20 world-class intelligent technologies such as one-button detection, electric quantity actuarial, remote vehicle control and emergency rescue, and won the "Taihu Award", one of the highest awards in the field of industrial design in China.
Everyone knows that innovation is the only way for enterprises to establish competitive differentiation and comparative advantage, but how to innovate? Where is the direction of product innovation? For this problem, at present, more and more China manufacturing enterprises feel lost. We have seen too many such cases, such as Li Ning, Metersbonwe, Bang Wei, Bang Wei and Wahaha. In order to meet the needs of consumers in new markets, they abandoned their original positioning and constantly introduced new ones, but the result was that "hot face was labeled as cold * * *", and consumers did not buy it at all. What's the problem?
Their biggest problem is "talking to themselves, behind closed doors" and their mentality is not open enough. In contrast, the practice of Xinri is worth learning. Sunra's openness in product research and development is manifested in three aspects:
1. Carry out extensive cooperation with universities and research institutions at home and abroad in Industry-University-Research. For example, technical cooperation with MIT, Carver Institute in Amsterdam, the Netherlands, and top R&D institutions and enterprises in Israel and Japan also directly introduces outstanding talents from abroad. For example, Takada, a senior engineering and technical expert who once worked for Yamaha Company in Japan, is one of the "foreign AIDS" introduced by Nippon.
2. Not limited to general technical research, enter the field of basic research. For example, the flux switching motor developed by the team led by Jim, an academician of the American Academy of Engineering at MIT, will bring a revolution in electric vehicle motors once it is put into production.
3. Open the whole process of R&D and production to the target users, and let them directly participate. Everyone knows that Xiaomi's success comes from "sense of participation", and there are very few enterprises that can really do it, and even fewer manufacturing enterprises. The Niri Miku, which won the special prize of Taihu Lake Award, was designed by a group of post-90s students from Jiangnan University. It is understood that in order to encourage more "post-90 s" to join the ranks of innovation, Nippon has established an open electric vehicle design platform. Every year, more than 100 college students have in-depth exchanges and integration with R&D personnel and industrial designers on New Day, and dozens of new products are designed every year.
Innovation is based on fully understanding the needs of users, and the best way to fully understand the needs of users is to let users participate in it personally.
Marketing entertainment,
Closer to the user.
In addition to product innovation, Nippon Steel's bold breakthrough in marketing is also eye-catching. On February 7th, 20 15, at the 13th China Marketing Festival, 15, Nini Miku's "Cai Jing" series products won the "Best Product Marketing Innovation Award of the Year" in one fell swoop. The reason given by the conference is that the brand-new Miku "Cai Jing" series products of Xinri broke the inherent impression of traditional electric vehicle products and approached consumers actively in marketing. Attending the Golden Rooster Film Festival, electric cars "walk" on the red carpet; Inviting Huang Xiaoming to be a brand-new spokesperson ... A series of measures have greatly enhanced the brand image of Xinri and made consumers truly remember Xinri.
"Walking into the fashion world" is a marketing theme of Nini 20 15 throughout the year, especially the "red carpet show" at the 24th Golden Rooster and Hundred Flowers Film Festival, which has attracted the attention of stars and the media and won enough exposure and support for Nini Miku's "Cai Jing" series products. According to statistics, in just one week, Nini Miku crystal color series products have been released on many mainstream portals such as Sina, Phoenix, Netease and Sohu. More than 50 media reported and forwarded, with more than 6,543.8+million exposures, more than 2,000 comments and more than 6,543.8+million reposts, and Baidu-related searches alone exceeded 8,000 times.
Of course, the steps of Nippon Airways towards the fashion world are far more than these: at the beginning of 20 15, Nippon Miku appeared with many leading artists in the art circle, entertainment circle, modeling circle and design circle at the "20 14 Netease Fashion Cross-border Award of the Year"; In May of 20 15, at the recording scene of Happy Camp, the new Japanese tortoise king Feng Ya 19 was incarnated as the mount of fresh meat Yang Yang outside the list, and the popular director Xu zhēng rode an electric car at night, subverting the traditional naming mode and successfully breaking into the field of vision of "post-80s" and "post-90s"; In the same year, Xinri Science and Technology Fashion Center was unveiled and established, becoming the only international professional science and technology fashion manufacturing base in the industry, and invested 20 million yuan to build the strongest fashion product advisory group, with Li Yuntao, an internationally renowned stylist, Liu Lu, a cutting-edge fashion designer from China, and You Tianyi, the queen of the new generation fashion runway, as consultants, injecting fashion and young genes into the products.
Chen Kaiya, spokesman of Nippon Steel and director of the president's office, said that for the future business world, financial writer Wu Xiaobo summed up four major trends, one of which is that "all consumption will be entertaining". Then, from the perspective of enterprise marketing, we should also conform to this trend. Nippon Steel's fashion crossover is the interpretation of practicing marketing entertainment.