What Did Putian Seek To Build After China Made Quality?

In April 2014, when

Guo Jing, the founder of the youthful home sporting goods Co., Ltd., who sold the first pair of sneakers called "ONEMIX" on Taobao, responded by saying, "our shoes were really wanted!" a year later, the Alibaba came to Putian and jointly played many other brands to create a "China made Putian good shoes" campaign. The popularity of the search has soared overnight, and the young brand has begun to have a loyal crowd. The fans who play fans are affectionately turning Guo Jingjiao into "Guo Da".

In the future, Guo's train of thought is to go into the field of personalized customization with the help of playing and go out of the next step without pressure.

China's quality is only the first step to bring together the fans we are looking for.

This year's double 11 is playing the most prominent position in Tmall flagship store: ONEMIX is 2 years old!

According to Guo's great calculations, there will be a wave of customers coming back to buy his new products in October and November.

So he made two strokes in the WeChat public address, which was playing in search of WeChat: one is "double 11" on the wall, and invited fans to provide the endorsements for their feet to play. They naturally received many high-definition contributions. Another trick was called "Z is a ghost" puzzle. The riddle involved the price equation and the goddess keyword. It also caused a round of fans to participate. Finally, the answer came out. "Z" is a smart chip embedded in sports shoes.

"They say:" it's great to play! We just want to keep customers feeling better and better every time. "

Guo said very much.

Most of these fans were made in China in April.

"There are even old powders that have attracted attention since 2014.

One of the fans wrote on the evaluation page: "old customers, and first pairs were bought in the summer of 14, which are eleventh pairs, which are bought here all the year round, and after wearing shoes that are looked for, no other brands are worn.

"The colors are beautiful, they are comfortable to wear, and they often engage in activities, hoping that activities will continue." another fan said, "my son has always been playing loyal fans. The first pair of shoes from this brand has been 20 pairs since now."

From the beginning, Yu Lizhen, who followed Guo Jing as the "95 Queen" girl, is now a customer service supervisor. Her team and fans have been mixed up. Occasionally, they receive some small gifts, and even customers send their native products to them.

"We don't have the word" God "among our customers, only the names of friends.

Guo Da himself is also in the WeChat group interacting with fans. He often gives special crystal glasses as a reward for fans seeking advice.

In Guo's view, the opportunity created by the "Chinese quality" is not only conveyed to the consumers by the value of pursuing the "quality", but also conveyed the brand gene that plays the role of youth vigor and fearlessness.

"In the library today, I saw another person wearing shoes to look for!" fans often have such a dialogue, they are looking for a sense of identity.

Personalized customized brand road: there is no perfect, only the most suitable.

With this kind of bond, Guo took great care to find out where the genes he was looking for.

In his view, there is a big difference between doing foundry and making brand. The former customer will provide direction and inform the market demand. Enterprises only need to be skilled in process, but making brand needs enterprises to improve in all aspects, especially market insight.

Back to the beginning, the brand name "ONEMIX" was finalized by sampling surveys with young people and in Universities in Beijing, Guangzhou and other cities.

At the beginning of this year, Guo also took the design team to Shenzhen University for 10 days to study the preferences and psychology of the young people.

In addition, the team also planned activities to encourage university students to contribute to the official website.

If their design ideas are adopted by the team, they can also receive bonuses.

"Design is not competition, but interpretation."

In this process, I heard some more fashionable voices.

With the growing maturity of consumer psychology, they will choose suitable products according to specific occasions, identity, personal interests and economic affordability, while pursuing the individualization of consumption, and strive to avoid the convergence of consumer behavior.

"Consumers are willing to spend more money on their favorite, personalized products."

In fact, Guo Da, a Nike B engineer, also knew that the customized sneakers were already available. In 2004, Nike's sales in this area were close to US $600 million.

Such a market insight made Guo decide to take the road of personalized customization.

The establishment of a small studio opened up a line of sparrows, though small and dirty, and played an important step.

But when you look for it

The first time I started personalized customization, I found it difficult to get started.

Non professional customers often have a rough idea in their minds, but it is difficult to communicate with designers in details.

And after the computer screen, after all, there is no way to face-to-face communication like real-time modification.

"In this case, I can only solve problems one by one. What kind of profile does he like to build? He likes how colors change. We do one for him."

When the first pair of customized shoes came out, 5 pairs of single proofing were sold, and the cost was one thousand or two thousand yuan, which could buy nearly 10 pairs at the actual selling price.

In this process of communication, both sides must be patient.

"We need to lower the threshold and let him know, so that he can clearly tell us the demand point."

Guo and his team of designers are trying to find some rules and optimize them.

"Although the current input and output are at a loss, we must see that the market behind them should be developed."

No big business! Game and group of Putian good shoe and Ali Department

Guo thinks that personalized customization is the inevitable trend of consumer buying behavior, and the inevitable trend of reaction in the enterprise side is to go to scale: This requires enterprises to create flexible production and agile supply chain.

Some people say that the Putian youth home sporting goods Co., Ltd., which has a brand name, is abandoning the OEM business. It is a clever way to play: with the help of the advantage of Putian sports shoes industrial cluster, it can reduce weight for itself.

This is a way for Guo to agree to play brand genes: fearless and fearless.

"Search is pure Internet, no entity store, no traditional dealer.

Attack if you want to attack; stop if you want to stop; change if you want to change, do not restrict, willing to challenge.

I call it a zero burden battle, maybe falling down, but I can get up right away.

Back to the beginning of the "Chinese quality", apart from seizing opportunities and changing fortunes, we also felt the pressure.

"We do not want to scale up, but slowly do brand accumulation and precipitation.

But China can't wait to make you scale.

In the middle, there is a game, and there is a fall.

"Although we have been shouting personalization and Internet burden, sometimes in reality, it will be biased and more or less ready to be stocked. Therefore, there will be larger stocks in some styles. The most serious thing is that once scale is changed, quality will be changed. This is something we can not accept.

Therefore, in this process, before the huge traffic impact, we should strive to keep the bottom line of quality.

Thanks to the accumulation before playing, the problem is solved: "in fact, the game began to operate in 2012, but it didn't sell a pair of shoes until the beginning of 2014! What are we doing? We are training the team, training suppliers, researching, interpreting, running in, making them clear and do it again.

So it looks like we suddenly jumped up in one year, actually it has been three years.

Such a result will allow the exchange of capital and other businesses involved in "Chinese made" businesses.

As one of the first four companies to choose "good shoes in Putian", we must produce real material and interact with other businesses.

The process is not easy, and it needs a lot of running in.

"Ali needs us to form a fire, and we gradually release our heat, and finally merge with each other, challenge together and win the field."

Guo pointed out a great deal of cooperation between them and Ali.

Yes, "Chinese quality" creates opportunities, but after that, how can we create it? There is an infinite possibility of personalized customized brand, and there is no fear of falling down in search of it.

He must constantly communicate with his partners and fans, keep exploring in the market, and go on without any burden.

China's quality is only the first step to bring together the fans we are looking for.

This year's double 11 is playing the most prominent position in Tmall flagship store: ONEMIX is 2 years old!

According to Guo's great calculations, there will be a wave of customers coming back to buy his new products in October and November.

So he made two strokes in the WeChat public address, which was playing in search of WeChat: one is "double 11" on the wall, and invited fans to provide the endorsements for their feet to play. They naturally received many high-definition contributions. Another trick was called "Z is a ghost" puzzle. The riddle involved the price equation and the goddess keyword. It also caused a round of fans to participate. Finally, the answer came out. "Z" is a smart chip embedded in sports shoes.

"They say:" it's great to play! We just want to keep customers feeling better and better every time. "

Guo said very much.

Most of these fans were brought up by the Chinese made Putian shoes in April, and even the old powder that they had been looking for since 2014.

One of the fans wrote on the evaluation page: "old customers, and first pairs were bought in the summer of 14, which are eleventh pairs, which are bought here all the year round, and after wearing shoes that are looked for, no other brands are worn.

"The colors are beautiful, they are comfortable to wear, and they often engage in activities, hoping that activities will continue." another fan said, "my son has always been playing loyal fans. The first pair of shoes from this brand has been 20 pairs since now."

From the beginning, Yu Lizhen, who followed Guo Jing as the "95 Queen" girl, is now a customer service supervisor. Her team and fans have been mixed up. Occasionally, they receive some small gifts, and even customers send their native products to them.

"We don't have the word" God "among our customers, only the names of friends.

Guo Da himself is also in the WeChat group interacting with fans. He often gives special crystal glasses as a reward for fans seeking advice.

In Guo's view, the opportunity created by the "Chinese quality" is not only conveyed to the consumers by the value of pursuing the "quality", but also conveyed the brand gene that plays the role of youth vigor and fearlessness.

"In the library today, I saw another person wearing shoes to look for!" fans often have such a dialogue, they are looking for a sense of identity.

Personalized customized brand road: there is no perfect, only the most suitable.

With this kind of bond, Guo took great care to find out where the genes he was looking for.

In his view, there is a big difference between doing foundry and making brand. The former customer will provide direction and inform the market demand. Enterprises only need to be skilled in process, but making brand needs enterprises to improve in all aspects, especially market insight.

Back to the beginning, the brand name "ONEMIX" was finalized by sampling surveys with young people and in Universities in Beijing, Guangzhou and other cities.

At the beginning of this year, Guo also took the design team to Shenzhen University for 10 days to study the preferences and psychology of the young people.

In addition, the team also planned activities to encourage university students to contribute to the official website.

If their design ideas are adopted by the team, they can also receive bonuses.

"Design is not competition, but interpretation."

In this process, I heard some more fashionable voices.

With the growing maturity of consumer psychology, they will choose suitable products according to specific occasions, identity, personal interests and economic affordability, while pursuing the individualization of consumption, and strive to avoid the convergence of consumer behavior.

"Consumers are willing to spend more money on their favorite, personalized products."

In fact, Guo Da, a Nike B engineer, also knew that the customized sneakers were already available. In 2004, Nike's sales in this area were close to US $600 million.

Such a market insight made Guo decide to take the road of personalized customization.

The establishment of a small studio opened up a line of sparrows, though small and dirty, and played an important step.

But when Taobao first launched personalized customization, it was hard to start.

Non professional customers often have a rough idea in their minds, but it is difficult to communicate with designers in details.

And after the computer screen, after all, there is no way to face-to-face communication like real-time modification.

"In this case, I can only solve problems one by one. What kind of profile does he like to build? He likes how colors change. We do one for him."

When the first pair of customized shoes came out, 5 pairs of single proofing were sold, and the cost was one thousand or two thousand yuan, which could buy nearly 10 pairs at the actual selling price.

In this process of communication, both sides must be patient.

"We need to lower the threshold and let him know, so that he can clearly tell us the demand point."

Guo and his team of designers are trying to find some rules and optimize them.

"Although the current input and output are at a loss, we must see that the market behind them should be developed."

No big business! Game and group of Putian good shoe and Ali Department

Guo thinks that personalized customization is the inevitable trend of consumer buying behavior, and the inevitable trend of reaction in the enterprise side is to go to scale: This requires enterprises to create flexible production and agile supply chain.

Some people say that the Putian youth home sporting goods Co., Ltd., which has a brand name, is abandoning the OEM business. It is a clever way to play: with the help of the advantage of Putian sports shoes industrial cluster, it can reduce weight for itself.

This is a way for Guo to agree to play brand genes: fearless and fearless.

"Search is pure Internet, no entity store, no traditional dealer.

Attack if you want to attack; stop if you want to stop; change if you want to change, do not restrict, willing to challenge.

I call it a zero burden battle, maybe falling down, but I can get up right away.

Back to the beginning of the "Chinese quality", apart from seizing opportunities and changing fortunes, we also felt the pressure.

"We do not want to scale up, but slowly do brand accumulation and precipitation.

But China's quality can't wait to get you to scale. "

In the middle, there are games, and there are also experiences of falling down.

"Although we have been shouting personalization and Internet burden, sometimes in reality, it will be biased and more or less ready to be stocked. Therefore, there will be larger stocks in some styles. The most serious thing is that once scale is changed, quality will be changed. This is something we can not accept.

Therefore, in this process, before the huge traffic impact, we should strive to keep the bottom line of quality.

Thanks to the accumulation before playing, the problem is solved: "in fact, the game began to operate in 2012, but it didn't sell a pair of shoes until the beginning of 2014! What are we doing? We are training the team, training suppliers, researching, interpreting, running in, making them clear and do it again.

So it looks like we suddenly jumped up in one year, actually it has been three years.

Such a result will allow the exchange of capital and other businesses involved in "Chinese made" businesses.

As one of the first four companies to choose "good shoes in Putian", we must produce real material and interact with other businesses.

The process is not easy, and it needs a lot of running in.

"Ali needs us to form a fire, and we gradually release our heat, and finally merge with each other, challenge together and win the field."

Guo pointed out a great deal of cooperation between them and Ali.

Yes, "Chinese quality" creates opportunities, but after that, how can we create it? There is an infinite possibility of personalized customized brand, and there is no fear of falling down in search of it.

He must constantly communicate with his partners and fans, keep exploring in the market, and go on without any burden.