POOVE President CEO Chen Jinbo: Force Market To Break Through Industry Channel Bottleneck With Mode Innovation

As time goes into the second ten years of the new century, as China

The leading footwear industry of the development has encountered unprecedented challenges. The overall growth of the industry has slowed down, and many enterprises are facing the dilemma of industry shuffling.

However, POOVE, which is based on the youth product, is not affected by the trend of the industry too much. It still keeps steady and healthy development.

Industry analysis, in the industry as a whole shuffle process, POOVE can maintain good momentum of development, the fundamental reason is that the brand has long focused on product development, based on the terminal market has accumulated good brand reputation and popularity, in the eyes of consumers in the unique sense of brand value.

27 years of deep tillage channel terminal steady development

Based on the concept of "equality and win-win" with our business partners,

In the past 27 years, it has been steadily developing in the market and has firmly occupied the commanding heights of the first brand of the youth product industry.

However, Chen Jinbo, President of POOVE (China) Co., Ltd., CEO, has never been satisfied with the current situation. In his view, the dominant position needs to be constantly consolidated, and the brand still has great room for improvement.

(photo) Chen Jinbo, President of POOVE (China) Co., Ltd., CEO, visited the branch office for guidance.

"After the completion of our overall market layout, we will continue to consolidate our competitive edge and enable youngsters.

The leading position of the industry's first brand has become more and more stable, and it has become our core strategic objective.

Therefore, in recent years, through our own efforts and the integration of external advantages, we have achieved effective combing and deep optimization of the terminal through systematic optimization projects.

And a set of scientific and efficient management mode, with our rich product categories, will provide sufficient prerequisites for our future development of a comprehensive channel model. "

In 2013, POOVE pioneered the two major strategic projects of "branch operation system build" and "terminal retail profit model reengineering" in the industry.

So far, the terminal teaching project has been implemented for nearly two years, covering most of the key regional markets.

With the promotion of the project, POOVE has been deeply optimized in the terminal operation level and profitability of various regional markets, and the brand image has also been greatly improved.

(photo) Chen Jinbo, President of POOVE (China) Co., Ltd., CEO, inspects terminal stores.

Upgrading terminal strategy and creating a new comprehensive channel mode

At present, when the terminal development situation is very good, the comprehensive channel mode of "big stores, multi stores and efficient shops" becomes the blueprint for Chen Jinbo's future terminal layout.

Then, in 2014, POOVE officially began to take the strategic steps of "big shops, multi stores and efficient shops".

(Figure) a large number of POOVE stores with an area of more than 300 square meters have emerged in various market areas nationwide.

"After the completion of the market layout, we accelerated the systematic project of terminal teaching, but terminal teaching is only a beginning for POOVE."

When it comes to the original layout of the terminal layout of "big shops, multi stores and efficient shops", Chen Jinbo said, "with the fierce competition in the future industry, the single terminal form is difficult to guarantee a sustainable competitive advantage.

The comprehensive channel mode can guarantee the brand to maximize the coverage of target consumer groups, achieve broad and rational distribution of the market, occupy the best market resources, and maintain a leading position in the market.

Different from the single terminal form of most brands in the same industry, in Chen Jinbo's strategic blueprint, the comprehensive channel mode of "big stores, multi stores and efficient stores" will become the normal layout of POOVE terminals in the future.

The influence of the regional market and the association of the first brand in the consumer mind form a strong brand recognition; the "multi store layout" takes the strategic mode of the regional cluster operation and the tactical implementation of multiple blooms to quickly occupy the high-quality resources of the market and form a strong brand force to realize the large-scale development of the multi stores in the same city and realize the rapid increase of the market share; with the development of POOVE terminal, under the impetus of the terminal teaching project, the "efficient store" is guided by the standardized and scientific shop operation system, and strengthens the refined management of the terminal stores, and comprehensively improves the optimization from the shop location, commodity combination, personnel management, passenger group management and inventory management, so as to promote the overall improvement of the regional competitive advantage with the efficient operation of the single store. "Big store mode" maximizes brand by product category, product line improvement, good store interaction and "one-stop" consumption experience.

Break through the bottleneck of traditional channels and occupy the "commanding heights" of the industry

"After years of steady development, POOVE already has unparalleled industry Heights and brand value.

After a certain period of development, some enterprises will enter the "bottleneck period" of stagnation or lack of stamina at certain stages.

And the development mode of POOVE is different from other traditional enterprises. First, we start from consolidating our own foundation and never pursue the one-sided growth of quantity.

A solid foundation, which has maintained a healthy development trend for a long time, has laid the most solid foundation for POOVE's subsequent efforts to launch the market and move towards new heights.

Chen Jinbo pointed out that with the start of the comprehensive channel mode, POOVE has really begun to take a solid step in the market.

Next, POOVE will continue to uphold the brand, terminal and product multi - in one development idea, and further pursue brand value and comprehensive competitiveness.

(photo) the establishment of POOVE business school has strengthened the marketing service output of the brand to the terminal market.

The comprehensive channel mode of "big shop, multi store and efficient store" can help POOVE create the overall competitive advantage of the whole market area, and enable POOVE to reach a unique industry height. At the same time, it also puts forward higher requirements for the brand's marketing service export.

Follow up, the head office will continue to improve marketing service capabilities, and strive to provide the most powerful support for different types of terminal formats.

We also have reason to believe that under the support of extremely solid market base, the "big shop, multi store and efficient shop" mode, which is closely deployed and highly forward-looking, will become the strongest weapon of POOVE's subsequent market development, and will also help POOVE firmly occupy the commanding heights of the industry.