Alligator Wright sports brand to create a new pattern of life sports market

As the 2009 (third) growth of CEO candidates China CEO Summit, as the first home-made footwear enterprises in Jinjiang, from brand to stand out in the forest of shoe companies go to Singapore-listed Lin Jian Cheng, CEO of a crocodile Wright Group As usual, do a good job every day. "At the beginning of the establishment, Crocodile Wright from a manufacturing enterprise, waiting for the dealer to the business to buy, change to take the initiative to go out and set up distributors, establish sales network." Lin Chengcheng explained most in the shaping of the brand or channel And the network. After the alligator Wright occupy the second and third tier markets, Lin Chengcheng said that the so-called domestic second and third tier markets, the top international brands disdain or inability to layout sales terminals, but consumer demand for brands is increasing. In 1998, Lin founded the alligator Wright brand, which specializes in the design, manufacture and distribution of sports shoes and sportswear. In the short span of 10 years, Crocodile Wright has made great strides in product development and has been selling well in major Chinese cities. "How to continue to enhance the scale of the present, especially the international expansion, crocodile still want to adhere to innovation and change." Faced with many domestic footwear brands, Lin Cheng Cheng has its own clear thinking. The domestic tradition of professional sports and fashion sports as the core brand has occupied most of the market. But in fact, there is still a large piece of cake between professional sports and fashion sports that has not been cut off; that is, neither the pursuit of competitive sports, nor fancy fashion too fancy sportswear market. Wright Wright, is to highlight their own unique brand of cultural value. "Life + Sport" is Lin Jiancheng to crocodile Wright's a market scene, through the continuous promotion of "life + sports" culture, to become the industry in China to the market reputation and market share to do the best new leader . Lin Cheng Cheng believes that the development of enterprises must have the concept of sustainable development, was the founder of this brand is the persistent insistence. Alligator Wright logo is the soaring dolphin, full of vitality. In the eyes of Lin Chengcheng, shoes are not just a walking tool, but also a symbol of dignity and status. For the public to create a pair of comfortable shoes, in fact, is to create a healthy and leisure sports lifestyles. From 2001 onwards, hiring a healthy and sunshine of Wang Lee Hom as the spokesman for the image, play a star effect, 2008 is the use of "cheer for the Olympics" as an entry point, sponsoring the Olympic songs, the national mainstream television stations and websites. Due to the timely grasp of the timing, these two measures make the alligator Wright popular, in one fell swoop jumped into a national famous brand, and give crocodile Wright rich returns: the market growth rate, comprehensive share, market coverage has greatly increased . In the recent stage, Crocodile Wright and Anhui TV co-organized the "Life Games" and other activities to deepen the community and the masses, the concept of the life of the alligator Wright directly to participants and television viewers, so that the concept of crocodile Wright has been deepened And sublimation. Lin Jiancheng said that the principle of sports marketing participation is a resource investment mode that matches the strength of the enterprise and can help establish a professional image. However, by infusing the brand culture into the enterprise brand, it will bring an unmeasurable added value to the brand. Only brand subdivision, to achieve a clear strategic customization in order to enhance the brand influence, crocodile Wright from the beginning specializing in the production of sports shoes, fought professional sports life supplies. A small number of sports shoes from Jinjiang brand out of the ranks of large-scale comprehensive campaign supplies of sports prototype has emerged.