Interview with Qi Bohui, General Manager Chen Jinbo

The “explosive” development of the shoe and clothing industry has taken place for two to three decades. Behind the flashy issues, various issues have begun to show up. As a labor-intensive industry, the shoe and clothing industry has gradually lost its traditional resource advantage. In order to adapt to the development of the market, some enterprises lacking core competitiveness and innovation ability have rushed to the brand road. However, the problem of lack of brand upgrading has gradually emerged! Over the past period of time, we have really seen the general predicament of high inventory levels, declining performance, and falling profits. The ever-easy-going industry elites have begun to falter. In 2013, after numerous calls for wolves, adjustments and changes have never been more urgent than they are now. However, "Qibohui" from Quanzhou, the capital of the brand, has a steady performance that makes peers envy.

“In the past few decades, the courage to fight will win has always been the main theme of the development of the era, but also an important magic weapon for the survival and development of enterprises, but we are deeply aware of brand positioning and innovation is the key to sustainable development of the company. "In the face of the interview, Chen Bobo, general manager of Qibohui (China) Co., Ltd., said so frankly. There is no doubt that this conscious step of consciousness awakened Qi Bohui to a very valuable competitive opportunity and room for growth.

Branding, positioning first

In the initial period of reform and opening up, shoe and clothing companies ushered in a golden period of rapid development. At that time, the focus of competition was on products and prices, and the resulting "price war" was inevitable. At this time, the premium space brought by the brand began to release energy. The forerunners did not hesitate to focus on building brand, and greatly increased the profit margin of the product through the added value of the brand, and quickly obtained the first-mover advantage in the industry.

In this context, a large number of shoe clothing brands got together and advanced into CCTV. The huge amount of advertising investment gave birth to a dazzling "star" brand. Chen Jinbo pointed out that the crisis behind “making brand” is that many companies lack clear and powerful brand positioning and support the core competitiveness of the brand. Hastily investing a lot of money in advertising will inevitably lead to a serious waste of resources. Behind the short-lived ostentation, companies are trapped into difficulties. There are numerous examples of such cases. Chen Jinbo further pointed out that the brand's approach should be positioned first. The true meaning of positioning lies in opening up new market segments and taking the lead in entering the market, thus becoming the maker and spokesperson of the category standards.

According to reports, in the industry's development trend, after careful market research and full demonstration, Qibohui took the lead in blocking the “youth” market segment, and continued to innovate, constantly creating exclusive products suitable for young people, forming an exclusive support for young people. The brand's core product force.

Chen Jinbo repeatedly emphasized that the R&D capabilities of products and the strict control of product quality are important core competitiveness of the company.

In product research and development, Qi Bohui continuously increases investment on the one hand, and fundamentally enhances product development capabilities through strengthening team building. On the other hand, through continuously strengthening exchanges and cooperation with R&D institutions at home and abroad, Qi Bohui enhances fashion trends. Control ability. In 2012, under the active leadership of the relevant national ministries and commissions, Qibohui’s National Youth Sports Equipment R&D Base and the National Youth Sports Equipment Color R&D Base were upgraded to “National Youth Product Exclusive R&D Base” and “National Youth exclusive product color research and development base." Industry analysts believe that this means that Seven Waves has absolute industry discourse power in the segmented category of teen-only products.

In addition, Qibohui Garment Business Center and Leather Shoes R&D Center have been matured through years of development. The development of casual youth apparel, leather shoes, and cloth shoes categories has led to a richer product variety and a more casual style. The exclusive layout, fabrics, colors, and crafts of young people gradually shape.

In the eyes of the industry and consumers, Qi Bohui's stringent control of product quality is unmatched. There is such an interesting story circulating in the industry. When a fellow boss visits the market, he communicates with consumers in the store. He asked the children, what brand do you want to buy? The other party's answer is as long as it is not Qi Bohui. Excited, he asked why. The reason makes him cry and laughter: seven waves of shoes will not be bad how to wear, it is not easy to change shoes. This shows that the quality and stability of Qibohui products have reached to what extent.

Over the years, Qibohui has not only improved its work skills, but also improved the process of its products and enhanced its control over product quality. In addition, it has also promoted the upgrading of young people’s exclusive product technology through an international cooperation strategy. In recent years, Qibohui has reached strategic partnership with Dow Chemical (the world's largest antibacterial agent provider) and Rudolph (the world's leading expert on textile auxiliaries), and has introduced the world's leading silver-based antimicrobial and moisture wicking technologies. Committed to providing young people with the best exclusive products. This undoubtedly makes Seven Waves' product strength become the industry leader.

At the same time, Qibohui has been using the height and strength of the CCTV platform to continuously promote the popularity and reputation of the Qibohui brand, and actively integrate various types of Internet new media resources for stereoscopic marketing communications.

Keeping pace with the times to build a service organization

While consolidating and enhancing its product strength, Qi Bohui also realized that services are also an important part of the brand's core competitiveness. Chen Jinbo pointed out that at present, the blind expansion of some brands of terminal channels has caused the service capacity to fail to keep up with, which ultimately caused poor sales of stores and high inventory levels. This has a major impact on business operations. It is precisely the arrival of the era of service economy that we quickly responded by actively transforming to create a service-oriented organization and comprehensively upgrade Qi Bohui’s marketing service capabilities.

In recent years, Qi Bohui has been able to behave frequently at the level of marketing services, and the company's operational capabilities have been greatly enhanced.

Chen Jinbo introduced that in order to better improve the overall service capabilities of the company, Qibohui actively promotes the construction of learning organizations and established Qibohui Business School. The complete training organization system enables companies to quickly learn from the various departments of the head office, regional agents, and marketing outlets.

At the same time, Qibohui also launched a series of terminal supervision training. Targeting terminal construction, the company will comprehensively upgrade display expertise, display training, supervision and management practices, store operation analysis, terminal image promotion, and plan planning. Chen Jinbo said that the maturity of the supervision link has strengthened the terminal sales force on the one hand, and strengthened the ability of the head office to control market information on the other.

While accelerating the transformation of enterprises, it is necessary for business partners to grow together. It is in accordance with this concept that Qi Bohui has become more and more meticulous in its marketing services for agents, and has continued to become systematic and strategic.

In June 2013, Qibohui successfully held the “Wang Wang Fusion” agent company operation management training meeting, training from the management ideology, how to establish the organizational structure of Qibohui Branch, the introduction of major organization functions, and how to ensure the protection of various functional departments. Four aspects such as effective operation will be carried out. This will effectively promote Qi Bohui's establishment of a refined scientific management system. According to Chen Jinbo, it is the focus of Qibohui's 2013 work to vigorously shape the company's operation and management system and comprehensively improve its overall operating level.

At present, the Seven Waves National Regional Tour Training has successfully ended. “The next terminal training will be further systematized, in-depth field education, education, system, and scientific training, so that the terminal marketing capability has risen to a new historical level.” Chen Jinbo tells the seven-wave service management strategy Many details of the implementation.

postscript:

"Big wave Esha, Fang Xian hero character." Analysis of the industry, seven-wave successful operating model for all other brands in the industry to provide such inspiration: a clear and unique brand positioning strategy and always focus on innovation will make the brand standing in the market Does not fall.

Seven Waves has long focused on the “teenager’s exclusive product” market segment, and has a clear and powerful position that firmly occupies the minds of consumers and has become synonymous with finished products.

At the same time, Qibohui has always been committed to pioneering and innovating in product research and development, leading the trend of fashion, and its leading product strength is a solid foundation for the promotion of brand value.

The success of Seven Waves is not without reason!