POOVE Brand President CEO Chen Jinbo: Cling To The Consumer Side To Change The Outlet And Reconstruct The Terminal Profit Mode.

Nowadays, "business is not doing well" seems to be the pet phrase of entrepreneurs and entrepreneurs in different industries. Admittedly, the external factors such as the slowdown in macro-economic growth and the intensification of competition in the industry have affected the development of enterprises to a certain extent. But at the same time, we can still see many cases of steady growth or even against the trend. Then, in the ever-changing environment, how should the brand adapt to the new consumption change?

"The only constant truth in the world is change." based on the insight into the laws of economic operation and the development of the industry, Chen Jinbo, President of POOVE brand CEO, pointed out that the best business opportunities in the next ten years are still in China. The huge population base and strong consumption potential make business opportunities always exist. Only in recent years have there been changes in business gameplay and technology. "For children and youth industry, the dividend of population growth still exists, and the structure of Chinese population is still conducive to the development of industry. Well, since market space, economic structure and industry are all right, the fundamental reason for the so-called bad business lies in the fact that the enterprises themselves can not keep pace with the changes of the times and the changes in the consumer market, which will be rejected and eliminated by the market.

Therefore, POOVE brand President Chen Jinbo CEO's current plan and layout of a series of strategic initiatives, is to make this already stable and sustainable development of 32 years of brand, can better adapt to the current consumption pattern, in the new era of "prelude" stage to adjust the pace, so as to seize the next era of prosperity, and continue to take off in the future.

Actively changing and keeping pace with the new market consumption pattern

"Despite facing some pressure, we have the confidence and ability to maintain steady development as a benchmark brand that has been precipitated for 32 years in the youth field. Opportunities are always accompanied by crises. Now the watershed of industry has arrived. For brands, this is a crisis, but it is also an era draught. Just like in the watershed of the children's shoes industry in the past 08 years, we have been looking forward to the integration of shoes and clothing and brand monopoly. Now our clothing and shoes have become the two pillars of the brand. Similarly, in response to the new industry situation, POOVE brand has already had an early layout and a clear strategic plan. When it comes to strategic transformation at this stage, POOVE brand President CEO Chen Jinbo said.

In recent years, we can see that POOVE has carried out a series of transformation actions that conform to the background of the current era at the level of brand, product and terminal. It has realized the upgrading of brand image and terminal image, and truly established the two unique brand labels and core competitive advantages of "Youth" and "tide fan".

Today, the brand new image, product line and terminal image have laid a solid foundation for the comprehensive development of the market side. President Chen Jinbo CEO has gradually shifted the focus of the brand strategy to the construction of the terminal profit model, making the initiative to change the brand to better adapt to the new consumption pattern: "in recent years, the trend of consumer market reform is becoming more and more intense. When 85 and 90's parents become mainstream consumer groups, when SHOPPING MALL has become the industry's must compete channel format, people's consumption psychology, behavior and habits have undergone tremendous changes. In the new era, it is not feasible to stick to stereotypes. Enterprises must "change their contingency" in order to seize the new development opportunities.

"Single point innovation is no longer enough to cope with the huge changes in external market factors. What we need to do next is to transform from the strategic thinking, the product structure to the comprehensive marketing mode, and finally to the reconstruction of the profit mode of the terminal, so as to firmly grasp the market's right to speak and initiative.

Around the idea of "actively changing and reconstructing terminal profit mode", POOVE will open up a series of innovation and transformation of product structure.

First of all, we should introduce quality products to build the terminal profit system, and form the three major departments of the boutique department, the shoe business department and the clothing department, and integrate the high-quality IP and supply chain resources into the market with platform thinking. In the future, we will form a brand new product line structure of "shoes and clothing products". We will further enhance the shop's "color value" through the series of interesting, exquisite and beautiful quality products, and create a brand new "attraction point" of the store and a new growth point of sustainable development.

At the same time, continue to consolidate the core competitiveness of the brand, shoes and clothing products to further acme. POOVE The focus of the product research and development department will focus on the establishment of the terminal store profitability system. The direction of product development will focus on shops that are marketable, cost-effective and sell well. Through the continuous integration of high-quality resources and continuous improvement of research and development capabilities, the product will continuously strengthen the strength of footwear products, and lay a more solid foundation for the continued profitability and development of the terminal.

Force quality series create terminal new growth point

Now, the net red shop punch card shop has become a regular item for consumers to enter the store experience. It has also become the daily action of customers after entering the store. It can be seen that the consumption of offline stores has entered the era of "eyeball economy".

"Through in-depth analysis of the consumer market, we find that customers' demand for entering stores is not limited to commodities themselves. The sensory stimulation of the store atmosphere, experience and product creativity and appearance is becoming the key driving force for customers to enter the shop. When it comes to the characteristics of today's market consumption pattern, President Chen Jinbo CEO said, "therefore, to create a series of higher quality, more creative and more exquisite products is not only a simple product upgrade, but also the core driving force for the development of POOVE terminal profit mode in the future."

In the president Chen Jinbo CEO's strategic blueprint, the future boutique series will bring about four major breakthroughs in terminal operation.

First, let stores increase the new profit point under the premise of constant base cost. The brand new series will revolve around IP elements and powerful supply chain systems, and expand product categories, covering commodity products, technology products and cultural derivatives, and other products.

Two, the season is long and can be sold throughout the year. The product characteristics of the boutique series are smaller than those of the shoes and clothing products, which are less affected by the selling season.

Three is to revitalize the central island, column, water station and other sales corner. There is no need for too much space in the boutique series, so that we can have a theme, story and face value display, which can help the overall growth of terminal joint rate and conversion rate.

The four is to promote the upgrading of POOVE store image and promote the increase of store entry rate. The boutique series is not only a simple commodity value, more innovative, more creative, more fashionable product design, supplemented by the corresponding theme display and space design to create a delicate atmosphere, can make customers more impulse to enter and punch cards.

In the 2020 spring and summer new product conference in September, POOVE and its new collection of IP collection were also unveiled for the first time. POOVE's collection of Teddy treasures presents a series of cool and diversified products with a variety of designs. In the 2020 fashion week in Shanghai, POOVE will also bring the new boutique series to the landing stage of Shanghai fashion week again, so that the boutique series will explode the attention of the consumer market and become POOVE's new "net red explosive product".

"Quality IP joint name is only the first step," Chen Jinbo, President of CEO, also placed great expectations on the space and future development of the boutique series. "In the future, we will continue to integrate the top IP and supply chain resources with platform based operational thinking, and constantly create more quality and more fashionable products of personalized products. This will provide a continuous and sustainable profit growth point for the terminal market in the future, and promote the continuous improvement and maturity of the terminal profit model."

Shoes and clothing products to consolidate the terminal profit base

Based on the concept of exclusive youth and the physical development and aesthetic characteristics of young people's growth, POOVE shoes and clothing products have already made their core differentiation advantages in terms of selection, R & D, design, production and quality control, which is also the foundation for brands to establish and maintain long-term and steady development in the market.

"Only if the foundation is solid, can the brand be truly invincible", President Chen Jinbo CEO has raised a higher demand for the future shoe and clothing products. "On the basis of existing products, our shoes and clothing products should be more intensive, and really create the highest quality products with value, content, story and inside and outside. Only such products can really impress consumers and promote the improvement of terminal profitability.

The ultimate product is the strategic direction of President Chen Jinbo CEO for POOVE shoes and clothing products, and is also the foundation for the future brand terminal profit model. And around the strategic goal of "product's ultimate", the two pillars of POOVE clothing and shoes will usher in a whole new series of changes.

First is the clothing product level, POOVE will bring three breakthroughs and innovations in the spring and summer products of 2020.

The first is the further deepening of product story and value connotation. The introduction of the domestic IP red Teddy collection, the joint creation of a new clothing series, Shun should cure the Department's pop culture, and add more sprouting, interesting and changing fashion elements to the clothing products, bringing the new trend experience to the young people.

The two is science and technology empowerment. 2020 spring and summer clothing products will be equipped with four kinds of clothing technology: fast drying, sunscreen, heat storage and ice feeling. Starting from the youth's life scenario, we will give teenagers 360 degrees close care to meet the needs of consumers and solve the consumer's pain points.

The three is the original upgrade. The POOVE brand has set up the R & D center of the United States, and has launched the original trend IP Monkey Family. With the new tonal of Chao Chi, it shows the endless potential and the cool attitude of Chinese teenager's "burning small universe".

In addition, shoe product research and development also ushered in a comprehensive round of heavy innovation.

In early 2019, under the strategic planning of President CEO Chen Jinbo, the Golden Triangle core team took the lead. POOVE brand set up a shoe product research and development center in the United States. By grafting the international design concept and team, we upgraded the story and sense of value of shoe products and built hard core explosive series.

POOVE The US R & D center team brings together the pioneer original designers from many countries. It is led by famous designers with Chinese background and numerous international brands. It will take science and technology as the theme, focusing on the two core of "original design" and "functional science and technology", and creating the ultimate shoes with "tide, originality, technology". The new POOVE hard core shoe series is the effort of POOVE's R & D center. The series will be equipped with original technology such as bionics and machine armor to integrate into star and sci-fi theme story, not only in appearance design, but also in the comprehensive release of youth sports potential.

Marketing service upgrade helps terminal operation upgrade

Product competitiveness lays the foundation, product line upgrading brings new growth space, but terminal profit mode is still a long-term operation project. And whether the terminal profit mode can land smoothly and blossom in the market end will depend on the marketing service and marketing support of the brand end to a large extent.

"With the gradual maturity of mobile Internet, social networking has become the largest traffic entry in recent years. In recent years, many business models have been developed rapidly based on social tools and social platforms. As for the transformation of marketing methods, Chen Jinbo, President of POOVE brand CEO, has a unique judgement and view. "Especially after the coming of 5G, social networking platforms and social media will also usher in a new development peak, which will bring more changes in business models."

"In the face of the general trend, we have to advance the layout and adapt to change so as to seize the opportunity."

In response to the socialized marketing trend, POOVE launched the matrix layout of social media a few years ago. Today, POOVE has formed five self media platforms, including official WeChat, business school WeChat, small business school, small business school assistant and teenager's home, to gather millions of precision traffic in the social platform. It can gather hundreds of millions of precision traffic in brand segmentation, such as brand potential energy, precision circle marketing, circle of friends operation and retail knowledge teaching. It not only effectively promotes the comprehensive voice of the brand in the social channel, but also brings a lot of practical and useful content and service support to the terminal. In 2019, POOVE social media matrix will also usher in a new round of comprehensive upgrading, and continue to help improve the terminal operation system.

The end of an era is exactly the starting point of another new era. As you can see, President CEO Chen Jin Bo Under the guidance of strategic layout and thinking, POOVE is actively preparing for change and fully adapting to the new consumption pattern. To rebuild the profit model of the terminal, POOVE's future will certainly be promising.