Brand is the Most Precious Asset - Interview with Chen Yongpei, General Manager of Ryukyu

Since 1988, Ryukyu began to establish and build its own brand "Ya Lide." The company's market expansion is mainly based on the international market. After more than ten years of hard work, "Ya Lide" has succeeded in galloping in Europe and the United States. On the national market. Ryukyu has also become one of the few companies in the country that sells its own brand in overseas markets.

Quanzhou has nearly 3,000 sports shoe companies, product homogeneity has become increasingly serious, Chen Yongpei, general manager of Ryukyu believes that if you simply rely on low prices and low-end products to hit the market, there is simply no way out.

Since 1999, a lot of shoe companies in Quanzhou have started a vigorous “brand making campaign”. People have seen on the Jinjiang Street that the stars have “suddenly flown into the night” and they have products on their endorsements on Jinjiang Street. advertising.

Many companies in Jinjiang have learned their excellent experience and theories of brand promotion and channel construction as well as terminal image and service through building their own brands. They have quickly applied it to their own brand-building campaigns and seized international brands. It attaches great importance to the opportunities for the development of Chinese companies and has achieved impressive results in the industry.

The "advertising + celebrity" brand making method has, within a period of time, made many previously unknown companies become household names. Looking at the history of international sports brand development, and looking at the history of brand development in other industries in China in recent years, it is not difficult to find that this brand-building method was not invented by Jinjiang enterprises, but it was only common in the early stages of brand building. A means only.

Chen Yongpei said that since 1999, Quanzhou shoemaking enterprises' "brand making movement" has been a kind of progress. It is a classic legend of China's sports brand coming out of its ranks. It is a model of the application of the "wartime, geography, and people" of the Chinese art of war in the commercial field. It reflects the commercial wisdom that Quanzhou people are good at grasping the historical opportunity and the character that will win in the fight.

Brand is the most precious asset
Chen Yongpei believes that at present, Quanzhou footwear is out of the top priority. Quanzhou shoe industry has a large share in the low-end market. It is not so much a foreign company selling products as selling brands and selling content. Quanzhou shoes must move out of the low-end market as soon as possible, and it is the general trend to move toward the high end.

Chen Yongpei said that it is necessary for enterprises to increase investment in product development, brand promotion and operation, brand protection, and management of channel construction, and down-to-earth brands. Brand strategy to play smart. Future marketing is a brand war. It is important to recognize that the brand is the company's most precious asset. Having a market is far more important than having a factory, and the only way to own a market is to have a brand with a market advantage.

The 2008 Beijing Olympic Games is a real opportunity, but it is also “the most critical experimental field for senior citizens”. Unprofessional sports companies can easily be excluded from the ranks of "sports specialists and sporting goods companies." This will be the biggest test for local Chinese companies. Companies must make good use of the Olympic Games to build their own brand positions.

Chen Yongpei believes that in terms of brand building, “creating its own brand” is an improvement, and “creating a valuable brand” is a thorny issue for domestic sports shoe manufacturers. To become an international brand, you must choose a celebrity endorsement that meets the personality of the brand, taking into account the intrinsic link between the celebrity and the company, and the relationship between celebrities and product features. Only in this way can an international brand be created.