Chen Jinbo: Seeking The Way Of Brand Development In Practice

Chen Jinbo, who is fond of bright colors, is dressed up by the Chaozhou people. It subverts the strict image of "business leaders" in people's impression and creates his own style.

For 28 years, with his amazing courage and wisdom, he has led POOVE to become the leader of the youth footwear industry.

He adheres to the business philosophy of "sticking to prudence, acting prudently and never speculating". He also knows that enterprises are not growing at a high speed and whether they can continue. He emphasizes the value of the brand and devotes himself to the research and development of the exclusive products of the youth. He never involves the industry that has nothing to do with teenagers, and aims to make POOVE the first brand in the global youth industry.

In 1988, Chen Jinbo brothers began to embark on the road of self employment.

From the very beginning, Chen Jinbo was unwilling to be a small workshop.

He and several other brothers set up a clear division of labor early, and established a basic production process and teamwork mechanism, which is the foundation for POOVE's steady development.

For the summary of the entrepreneurial period, Chen Jinbo made an overview with the ant spirit: "at the early stage of enterprise creation, it is impossible to achieve overnight.

In order to achieve greater success, the team must be as sincere and cooperative as the ants, persevering towards the common goal step by step.

The brotherhood's unity and cooperation, scientific and reasonable judgement of the market and industry, doing the right thing at the right time, persisting in the pursuit of product quality, and constantly upgrading the brand and

That's right.

The fundamental reason for "invincible position" in several pformation and expansion periods is.

Consolidate and attack again.

In 90s, POOVE made a timely pition to the wholesale sales mode and began building sales channels.

Even at that time, POOVE had already tried the "order meeting", which is now a very common form in the footwear industry, which was almost unthinkable in that era.

By twenty-first Century, the brand era was coming, and the golden ten years of high-speed development of shoes and clothing brands were officially opened.

At this stage, POOVE, led by Chen Jinbo, did not drift with the tide and chose the development road of "extensive" horse racing enclosure.

He foreseeable prediction that only accurate positioning and market segmentation are the sustainable development of brands.

Therefore, POOVE conducted a large-scale market research, targeting the target market in the sub group of young people, thus successfully opening up a new market blue ocean.

"Choosing what brand positioning is like choosing sugar cane parts: sugar cane near the soil has the largest sugar content, but it is more rigid; most of the water near the leaves has the most moisture, but the sweetness is greatly reduced; and the middle section has the advantages and disadvantages of the two segments of the head and tail, and the hardness and sweetness are just right.

Choosing which segment of sugar cane is the same as choosing market segmentation and brand positioning is actually finding the best part.

At that time, Chen Jinbo's theory of sugarcane location was also introduced into China later.

Happen to coincide.

After having a precise market positioning, POOVE began to build the brand core value system of "youth exclusive", and extended the complete brand system composed of four modules: exclusive edition, exclusive fabric, exclusive technology and exclusive color, and truly established the development direction of POOVE brand.

Since then, POOVE has taken the lead in finding the right direction. It has embarked on a comprehensive development path around the three main lines of brand, product and channel: signing the image spokesperson such as pop singer Yue Sun and popular idol Li Yuchun; widening product categories, opening the "shoes and clothing integration" project, further deepening the concept of "teenage exclusive"; continuing the CCTV juvenile advertising for more than a decade; establishing POOVE business school, vigorously exporting marketing services, and strengthening the terminal competitive advantage, and so on, pushing the brand step by step towards the "commanding heights" of the industry.